Meet Our Exhibitors: Stannp's CEO and Co-Founder Sam Heaton
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As we wrap up 2024’s eCommerce Expo and Technology for Marketing, we picked the brains of Sam Heaton, CEO and Co-founder of direct mail platform Stannp.com to find out what valuable insights he gained from the shows and the major challenges eCommerce retailers will face ahead of peak shopping season.
What industry trends excited you the most at this year’s eCommerce Expo and Technology for Marketing?
The rise of omni-channel marketing. For many years marketers have been working in channel silos. For a marketer in 2024, this is a nightmare, having to learn how to navigate dozens of different platforms that all operate independently of each other. We’ve seen an increase in omnichannel platforms, and we’re all for making marketers' lives easier.
Meet Sam Heaton
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
For our clients and even for ourselves the hot topic is the rise of new customer acquisition costs, especially CPC on paid channels. Businesses are having to increase budgets just to maintain the same level of leads and clicks compared to last year.
With all paid media it seems to be constantly swimming against the tide for more transparency and ensuring the money we’re spending on search engine marketing is actually being used to find our target audience. We’re hearing about a backlash against the AI being used to automate the digital ads we’re placing – not everybody has total trust in this right now yet we’re being asked to spend more.
What is most exciting to you about the eCommerce and digital marketing industry right now?
I’m biased but it’s the rise of traditional marketing methods such as direct mail. For any marketer worried about rising digital advertising costs, it’s been proven that direct mail can actually reduce the cost of those clicks.
I’m an advocate of an omnichannel approach, where sending programmatic and timely communications across a range of channels such as email, direct mail, SMS, in addition to Search Engine Marketing and Remarketing can elicit reduced cost per click and strong ROI.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
We love talking to fellow marketers, not only is it reassuring to hear that our industry peers are facing similar challenges but these conversations can also spark ideas that lead to the betterment of our profession.
There’s nothing more inspiring than seeing the success of others and trying to learn from their stories.
What’s the best piece of advice you would give to new people joining the industry?
Be resilient, be creative.
In 2024, you must be the marketer that gets sales. The answer can’t always be to spend more money. How can you be creative and find those solutions that extract more value from the channels you’re already using?
Don’t be disheartened if you see your clicks going down and costs going up. Roll up your sleeves and try new tactics. Have less faith in the media companies and believe in your own instincts!
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