Each week on “5 Minutes With,” our hosts talk with media experts. Today, Mike White sat down with Michael Lisovetsky from JUICE, a digital growth & marketing agency founded by two entrepreneurs. JUICE’s strict focus on maximizing ROI has helped our clients see enormous revenue-driving success across user acquisition, e-commerce, and lead generation campaigns.
Interviewee: Michael Lisovetsky
What is JUICE?
JUICE is a digital marketing agency. We typically work with e-commerce companies.
What’s the biggest change in marketing advertising that you have seen in the past two years.
The biggest change I am seeing is in Facebook. The media buyer is being removed from the equation. So years ago you’d go on and there were all these tricks you could use to get better results and you could do more. Nowadays, the way that Facebook is designing the platform is to remove humans from the equation as much as possible. That first started with ad set level optimization and then moved up to campaign level optimization. You can contrast that to something like Google which has kind of embraced the media buyer and has become an integral part of their platform.
Why should someone hire an outsourced advertising or marketing firm to help them out?
We see clients hiring us because they want diversity of thought. Hiring internally can take months. They’re taking a risk on someone whereas you kind of get a guaranteed outcome when you hire a good agency. Now the flip side is that unfortunately there are many agencies that aren’t as good and then clients have that experience as well. But when you find a good reliable agency, you’re hiring experts.
If someone’s looking to start their own marketing firm to compete with yours, what is the one piece of advice you would give them?
At the end of the day it’s the relationship and it’s the trust with the client that becomes the most important. Does the client believe that we know what we’re doing and we’re going to get to the result that they need. There’s a lot of testing involved, there’s a lot of iteration. The relationship becomes the foundation for any of those things, with that relationship it’s really hard to actually get to the outcome.