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Mastering Market Agility: Key Marketing Insights for E-commerce Leaders

May 1, 2024

In an episode of the AM/PM Podcast, host Tim Jordan engages with the founder of Hawk Media, Erik Huberman, who brings a wealth of knowledge on adapting marketing strategies for both established brands and startups. This conversation is packed with actionable advice for e-commerce and direct-to-consumer (DTC) business leaders looking to navigate the complex landscape of digital marketing.

The Foundation of Hawk Media

The journey of Hawk Media began with humble beginnings and a clear vision. With an initial meager sales figure, the company has scaled to a significant valuation, servicing over 2,000 brands. The key to this growth, as discussed, lies in the flexible, month-to-month services that allow businesses of all sizes to access top-tier marketing expertise without the long-term financial commitments typically associated with hiring full-time senior marketers.

Adapting Marketing Strategies in Real-Time

One of the central themes of the discussion is the importance of agility in marketing, especially highlighted during the COVID-19 pandemic. The ability to adapt and pivot marketing strategies based on real-time data has been crucial. For instance, Hawk Media’s initiative to produce weekly reports analyzing current trends and data helped guide their clients through the initial shock and subsequent shifts in consumer behavior caused by the pandemic.

The Benefits of Outsourcing Marketing Expertise

The conversation also touches on the practicalities and advantages of outsourcing marketing functions versus building in-house teams. Erik points out that high-level marketing expertise, even if only accessible part-time, can significantly outperform full-time but less experienced staff. This approach not only reduces costs but also enhances marketing effectiveness by bringing in seasoned expertise that many small to medium enterprises wouldn’t typically be able to afford or attract.

Future Trends and Opportunities in E-commerce

Looking forward, there is a strong belief in the sustained growth of e-commerce, driven by changes in consumer behavior that have rapidly accelerated during the pandemic. The increase in e-commerce’s market share is seen not as a temporary blip but as a permanent shift, particularly as more consumers, including the baby boomer generation, embrace online shopping.

Strategic Marketing for Scalable Growth

For businesses in the e-commerce and DTC sectors, the discussion emphasizes the importance of scalable marketing strategies. Leveraging tools and platforms that allow for flexibility and responsiveness to market changes is crucial. Businesses are encouraged to think beyond conventional marketing wisdom and explore innovative ways to engage with their audiences, especially in an increasingly digital world.


This podcast episode offers a treasure trove of insights for e-commerce and DTC business leaders. The strategies discussed underscore the importance of flexibility, strategic outsourcing, and the proactive use of data in crafting marketing strategies that not only respond to current trends but also anticipate future shifts. For anyone leading a brand in today’s digital-first marketplace, these insights are invaluable in navigating the complexities and seizing the opportunities of the digital marketing landscape.