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Wilson Hung
@WilsonGHung
, 8 tweets, 3 min read Read on Twitter
1/ Let’s get into more detail on Trend #1 from the first thread .

The best brands will increase LTV:CAC by bringing core-competencies in-house from agencies. Here’s why 👇
2A/ Reason ONE: FB+Google have become so advanced that it has reduced the skill & tech barriers. Agencies w/ “in-house technologies” no longer have tech arbitrage advantages (bidding & analytical capabilities). Brands can “just let FB’s algo do it’s thing”.
2B/ An example is w/ day parting. FB+Google for the most part could be set on “automatic” w/o manual intervention. But Pinterest will inefficiently spend higher % of budget at the start of a day thus providing a tech advantage for agencies w/ in-house bidding tech.
3A/ So the main value of FB/Google agencies is access to their process + teams for creatives, testing, and data analysis. But brands should nurture these skills in-house because they are prerequisite functions for the bigger picture.. increasing LTV:CAC
3B/ For example, if a brand spends $200k/mo on FB and pays a ~15% fee… that’s $30k per month. That could fund $7k for buyer, $7k for FT copywriter, $7k for FT designer, $7k for data analyst.
3C/ Starting out, “FB” would be the main internal client for these teams. But as they get stronger + more efficient, workload can be rolled out to Adwords, email, site copy, etc.. If done right, “learnings” are all retained as an “effectiveness multiplier” across the biz
4/ So now when it’s time for the brand to increase LTV, they have the creative/testing/data skills that are ultimately needed to improve retention (i.e. retention is more than just “email marketing”). Want examples of how to use these teams to improve LTV? See 👇
5/ This was just a teaser, to get a more detailed analysis of each trend and guides on leveraging creative/testing/data to improve LTV...

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More from @WilsonGHung see all

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Wilson Hung
@WilsonGHung
One of the most important metrics in 2019 for DNVBs will be increasing LTV/CAC. Brands able to achieve this will outbid competitors, and continue to scale despite rising ad-costs

- If you prefer blog form + more detail blog.rechargepayments.com/current-trends…

- If you prefer a summary, read 👇
1.0 - Lower CACs by building your own inventory instead of bidding on it. "In the future – brands will begin, not by immediately selling products but by curating an audience first." - @web.

Be careful of the paid marketing addiction andrewchen.co/paid-marketing…
1.1 - Marketing channels come and go (e.g. website ad banners). As one tactic is adopted by the masses, the effectiveness ultimately declines. By the time brands realize their channels are no longer profitable, it’s already too late. Do you have resources allocated for "R&D"?
Read 13 tweets
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Wilson Hung
@WilsonGHung
1/ Oftentimes, the highest impact levers to improve retention require technical dev work. Yet many DNVBs don’t have “product management” skills to leverage dev & UI/UX resources effectively. In this thread, I’ll go over one simple example of a dev project... The Customer Portal
2/ First, you need to understand if there is an opportunity to improve your customer portal. Do this by analyzing your exit survey results.

You’re looking to see how reasons related to “too much volume”, “modifying order, and “going on vacation”.
3/ Next, understand how your subscribers are currently making changes or cancelling their subscription. It’ll either be through your customer support or through the self-serve portal.
Read 7 tweets
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Wilson Hung
@WilsonGHung
1/ Someone please do this idea (I have no time). Ideally new-grad or anyone looking to have an A+ project in their portfolio. High viral potential.

Basically a website that provides instant loans for federal employees impacted by the shutdown at ZERO interest. Here's how...
2/ Every year, there's at least one government shutdown and many of the employees impacted are unfortunately working "pay cheque to pay cheque".

It makes no sense for these people to be penalized and having to take a loan + pay interest. The solution?
3/ A website that connects "lenders" (people like you & me) to federal employees who need the loan.

When the shutdown is over, the federal employee pays back the lender with ZERO expectation of interest.
Read 9 tweets

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hi friends, i want to take a moment to discuss something i consider serious and important within this community - cancel culture.

i urge you to read the entire thread before reacting and replying, and then i’ll be happy to have a conversation with you.
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there are scenarios that have recently happened that sparked my desire to make this thread. but this thread is not related to any of those and is not my response to any recent scenarios.

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