Ryan Garrow is the Director of Partnerships and Client Solutions at Logical Position. He’s personally strategized growth for many brands such as Fossil, Harry and David, Dallas Cowboys and Swissgear. He also regularly speaks around the country alongside Google, Microsoft and many other partners about online growth strategies.
What major changes have you seen across the eCommerce digital marketing landscape in the last few years?
The rise of shopping. Google and Microsoft are really going all-in on eCommerce and getting shopping ads in as many places as possible.
What advice do you have for brands advertising on Bing?
Don’t ignore it! Too many brands think that if they have Google covered, they are good. Many people still search on Bing. There are still devices that default to Bing as the search engine, leaving some easy, low hanging conversions.
Where do you see the digital marketing landscape for eCommerce in the next few years?
I think there is going to be a blending of app and web for sales and retailers are really going to struggle to differentiate. Brands will be more aggressive at owning their customer and the entire lifecycle.
How has a marketing failure, or apparent failure, set you up for later success? Do you have a “favorite failure” of yours?
The only reason I’ve been successful in the online marketing and business ownership world is because of my mistakes. I’m constantly trying new things, failing and learning. If you’re not failing, you’re going to get beat by someone that is failing and learning lessons that you won’t. My favorite failure is when I didn’t get a lawyer involved in a letter of intent. Lost out on the ownership and sale of that business. I learned the value of lawyers…its never a fun expense, but always worth it. That particular mistake put me at Logical Position though, which is a better scenario by far.
In the last five years, what have you become better at saying “no” to (distractions, invitations, etc.)? What new realizations and/or approaches helped? Any other tips?
I hate saying no to opportunities…business, people, etc. What I’ve done a better job at is listening to my wife. She’s my “no.” She passionately defends the time commitments of our family. I love business and I’m a complete optimist and think I can handle the extra time and make a business profitable quickly. She’s my filter. Last month I bought 100 trees for landscaping on our property. I really, really wanted to start flipping trees and she reminded me about my lack of time already…so that business is a “no” for now…at least until my kids are old enough to take it on and do the watering.
Want to learn how to reach new customers using Microsoft Shopping Ads? Join Brian Roizen of Feedonomics and Ryan Garrow of Logical Position as they show you how to set up your shopping ads and gain new customers in 2020! Register here.
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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.