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

Posted April 1, 2021 by aliceworly12

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

Media 7: How did you come up with the idea of ​​canopy management?

BRIAN R JOHNSON: With four years of ad management, training and coaching on Amazon and software, it was a natural extension to provide agency services tailored to large brands that require professional ad management.

M7: What are some of Amazon's top PPC strategies that we look forward to rolling out in 2021?

BRJ: This year, we combine the basics of our advertising strategy with "blue ocean" advertising tactics such as sponsored video advertising and broad consensus keyword targeting (which are not well utilized by our competitors) to become Amazon platform best practices. We will continue to focus.

M7: Which marketing channel are you using? And what do you think is the most promising channel for your target customers?

BRJ: Facebook, LinkedIn, Guest Podcasting, YouTube, and more recently Clubhouse are one of the biggest drivers for new customers and students.
M7: As Chief Innovation Officer, how do you prepare for an AI-centric world?

BRJ: AI is still young, but it's not well implemented in most organizations in the e-commerce industry. It's growing fast, but quality control is limited or it doesn't deserve an advertising strategy. R & D teams use machine learning in competitive analytics to identify market niches that customers can leverage and serve consumers more effectively.

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

BRJ: One of the major changes that brands have to adapt to in 2021 is the needs of targeted consumers, rather than copying competitors' products or tricking search engines into displaying them. And talk to the viewer with a focus on the benefits. Their content and products.

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

BRJ: First of all, I consume a lot of YouTube videos, such as listening to colleagues and future content publishers on Amazon, and I rarely hear the points of tactics and general confusion. You can transform the good and bad discussions of others into tactics that you can improve and test. Then join the city hall conversations through podcasts, webins, and clubhouses to discuss topical issues.

M7: A word of wisdom for marketers?

BRJ: For product marketing: "leads with benefits, support with features".

Always answer the question "What is included for me?"

Whether it's a product, service, or course ... why should I care? If marketers can answer this question in a few words or a sentence in advance, they can keep prospects long enough and consider other benefits and features that they may or may need.

About canopy management

Canopy Management is Amazon's leading agency dedicated to helping brands grow their business, gain market share, and become kings and queens of their class! With an average customer profit growth of 87% and a customer retention rate of 98%, Canopy is the power of silence behind Amazon's most successful brands.

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