At the end of April, we hosted a meetup at Bïrch's office for advertising professionals from Barcelona and other locations. Among our guests was Alexander Lodeweyckx, the Global Head of Performance Marketing at Loop. Loop is a close friend and client of ours, and Alex is one of the top performance marketing specialists we know.
We've gathered six quotes from Alex's interview to Iskander and Mike, the co-founders of Bïrch.
- To be successful with advertising, it’s important to conduct a variety of experiments. It's not only about tweaking the wording in your headlines or changing the background color; you need to explore many different approaches. The more experiments Loop conducted, the more revenue the company generated.
- Examine your customers and industry to gain valuable insights. It all begins with a well-crafted brief. The more quality briefs you have, the better your advertisements will be. It's no coincidence that medium and large companies employ people whose sole responsibility is to write these briefs—and they are always busy.
- Assign marketers full responsibility, from gathering insights to analyzing results. Mastering every step from A to Z reveals new opportunities, even in routine tasks.
- At Loop, we are always exploring new niches. Who needs earplugs? Car racers? Great, we'll collaborate on a special project with McLaren. Want to make earplugs popular among K-pop fans? Let's go to Korea and build connections!
- Advertising in the near future will look like this: you simply throw your creative ideas into a folder, and AI will find the right audience for you on different platforms. This future is closer than we think. But even now, even experienced marketers often cannot build a path to the buyer or user: AI in advertising platforms is a “black box.”
- Measurable channels are crucial. At Loop, we are only ready to take risks with difficult-to-measure advertising channels when the effectiveness of easily measurable channels falls below a level that is comfortable for us. Taking risks for the sake of it is not for us.
Watch the full interview with Alex on the Bïrch YouTube channel.
