Interview with Brian R Johnson, Chief Innovation Officer and Co-founder at Canopy Management


Posted April 1, 2021 by aliceworly12

Brian R. Johnson, Canopy Management's chief innovation officer and co-founder, has been a leader in online advertising strategy and conversion rate for nearly two decades.

 
Brian R. Johnson, Chief Innovation Officer and Co-Founder of Canopy Management, has been a leader in online advertising strategy and conversion rate for nearly two decades. As a trusted partner of thousands of brands around the world, Brian's work has earned him a reputation as a disruptive force in a world full of new and exciting challenges. Through his advertising agency, Canopy Management, Brian has helped more than 20,000 brands improve their e-commerce sales and profitability by leveraging the latest advertising practices and strategies in new and exciting ways. The results that its products and services deliver continue to make it in high demand with businesses large and small around the world.

MEDIA 7: How did the idea of ​​canopy management come about?

BRIAN R JOHNSON: With 4 years of ad management, training and coaching at Amazon and software, it was a natural extension to offer a bespoke agency service for big brands that need professional ad management .

M7: What are some of the best Amazon PPC strategies that you can't wait to roll out in 2021?

BRJ: This year we will continue to focus on best practices for the Amazon platform, combining the fundamentals of advertising strategy with “blue ocean” advertising tactics (underutilized by competitors) such as video ads. sponsored and broad consensus keyword targeting.

M7: What marketing channels do you use and which do you think are the most promising given your target customers?

BRJ: Facebook, LinkedIn, guest podcasting, YouTube, and more recently Clubhouse are some of the main drivers for new customers and students.
M7: As Chief Innovation Officer, how are you preparing for an AI-centric world?

BRJ: AI is still young, but not well executed by most organizations in the ecommerce industry. It grows rapidly, but quality control is limited or advertising strategies are not deserved. For our research and development team, we use machine learning in our competitive analysis to identify market niches that our customers can better exploit and serve the consumer.

M7: In your opinion, what are the top three challenges facing product marketing in the post-COVID-19 era?

BRJ: One big change that brands will need to adapt to in 2021 is to focus more on the needs and benefits of the target consumer and to speak to the public rather than copying their competitors' products or tricking search engines into show their products. their content and products.

M7: What do you read and how do you use the information to follow your game?

BRJ: Firstly, I consume a lot of YouTube videos, especially listening to my colleagues and future content editors on Amazon, to hear little tactics or general points of confusion. I can translate other people's good or bad points into tactics that I can improve and test. Second, I will attend Town Hall conversations through podcasts, webinars, and clubs to discuss current issues.

M7: Words of wisdom for marketers?

BRJ: For product marketing: "Lead with advantages, support with functions".

Always answer the question "What's in it for me?"

Whether it's a product, a service, or a course ... why should I care? If a marketer can answer this question in a few words or just one sentence up front, you'll keep the prospect long enough to consider other benefits and features you might want or need.

ABOUT CANOPY MANAGEMENT

Canopy Management is Amazon's premier agency dedicated to helping brands grow their businesses, gain market share, and become the kings and queens of their class! With a track record of average customer profit growth of 87% and a customer retention rate of 98%, Canopy is the silent force behind some of Amazon's most successful brands.

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Issued By Alice Worly
Country United States
Categories Advertising , Banking
Tags conversion rate strategy , product marketing challenges
Last Updated April 1, 2021