Taking Calculated Risks in Performance Marketing | Megan Toscano of charity: water

This week, Cassie and Erica chat with Megan Toscano, Performance Marketing Director at charity: water, to uncover her tips for taking calculated risks in performance marketing. Megan also shares her unique approach to ad creative, her thoughts on audience targeting, and how she measures success in ad campaigns.
Here's a peek at what we cover in this episode:
[00:04:32] - Megan shares her background in photography, her venture to the agency world that taught her how to manage clients, take calculated risks, and turn failures into successes, and how she fell in love with performance marketing while managing visual work for ads. She also walks us through her transition from the agency space to managing acquisition in house at a fitness brand, and ultimately how feeling a disconnection from her work and a desire to make a difference landed her at charity: water. She also uncovers her secrets to being "promotable" in your role!
[00:15:20] - Megan explains the key differences between agency and in house marketing work, as well as the differences between marketing nonprofit vs for profit organizations, including the unique sensitivity and transparency that messaging on the nonprofit side entails.
[00:25:56] - Megan gives us her best performance marketing insight and explains the importance of strong, compelling ad creative that answers specific questions your unique audience may have.
[00:30:32] - Megan shares how she approaches audience targeting, and how understanding your audience from a third party perspective can be helpful in testing new ads.
[00:46:40] - Megan shares her predictions for the future of performance marketing and digital paid media - including her thoughts on tracking, diversifying into new channels, and moving beyond direct response advertising.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Megan's episode:
Content Marketing 101: Creating an Effective Social Media Presence | Elyse Estrella of Wine Enthusiast
Performance Marketing 101 | Alex Lewis of Later
Unique Growth Marketing Tactics | Kelly McGlone of Avaline Wine
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