“If you really want to get reach, you have to pay to get the word out,” said Aaron Magness, vice president for marketing at Betabrand, the San Francisco crowdfunded retail clothing firm. “All those people who invested in a million-plus fans and then are relying on that organic reach for results are not seeing a lot of return right now.”
Before Web hipsters roll their eyes that Magness is some sort of Internet marketing luddite, know this: His 51-person Betabrand is as sophisticated and intelligent a digital marketing engine as I’ve heard about over the past several months
“My job is to be the most efficient on the next marketing dollar spent as possible,” he explained.
Managing that marketing spend is surprisingly straightforward, Magness said. Ten percent of net sales goes to the designer. Betabrand funds the rest of a product’s development and sale, with roughly 20% of revenue going into various marketing efforts…
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