In this panel discussion, the guests talked about Emerging and Declining Acquisition Channel Opportunities. Panel includes: Panel Moderator Sean Ellis, Casey Winters of Pinterest, Hiten Shah of QuickSprout, Shaan Rupani of Dropbox, Tammy Camp of 500 Startups Watch the video at: https://growthhackers.com/videos

1. Panel: Emerging and Declining
Acquisition Channel Opportunities

2. Key Topics
“Do you buy into the premise that the
shelf life of channels is rapidly
shrinking?”

3. Quotes From The Panel
“Channels have different feature changes over time, so businesses
that existed 5 years ago slowly die off and new ones emerge to take
advantage of the new features.”
“But even there, the odds of something working as well as it use to
(e.g., on Facebook) is very low”

4. Quotes From The Panel
“A lot of the things that worked in SEO in 2004 continue to work
today. The channel itself has morphed a lot...but Google is still an
amazing channel to work on.”
“Channels are morphing faster than they used to, they’re getting more
competitive, faster but it doesn’t mean that they’re good only for 6
months.”

5. Quotes From The Panel
“With paid acquisition you see the half life of ads rapidly shrinking.”
“Whereas in the past you could run an ad creative on Facebook
without any ad fatigue for two weeks, it’s now two days to iterate on
them.”

6. Key Topics
“Is there a channel you wish you knew
a lot more about?”

7. Quotes From The Panel
“YouTube: A portfolio company, Ipsy uses YouTube videos to drive
their monthly beauty products subscription box.”
“They’re acquiring users for ~ 35 cents, measured by # of users that
click video annotation to website to subscription.”

8. Quotes From The Panel
“Facebook: I’m seeing a lot of content platforms use
Facebook to boost content (e.g Buzzfeed). ”
“Understanding how that whole ecosystem works and how to
make it profitable is probably going to be an area of focus”

9. Key Topics
“How do you go about exploring new
channels?”

10. Quotes From The Panel
“Determining whether our audience is on the channel. Also, whether
the channel provides good context as to what would draw the
business in.”
“Just because our audience is on Instagram doesn’t mean they’re
likely to sign up for Dropbox”

11. Quotes From The Panel
“See what your competitors use because they’re validated or at least
likely to work”
“Talk to your users and see what a good portion or them are using
and reading. Your referral traffic analytics are a good source of what’s
new that bringing you traffic.”

12. Quotes From The Panel
“I try to be the first one in any emerging channel. You’ll definitely get
the best pricing.”
“A portfolio company, BabyList has been killing it on Pinterest with
ads.”

13. Key Topics
“Is there a channel you heard about
today that you’re excited to try out?”

14. Quotes From The Panel
Snapchat (Hat Tip:
Morgan Brown)
Content: Native Content & Content
Marketing and Distribution (Hat Tip:
Hiten Shah)
Not as much a new channel but
figuring out new ways to get people
to the same places (Hat Tip: James
Currier’s talk on Networks &
Marketplaces)

15. Key Topics
“That channel used to be great”

16. Quotes From The Panel
Transit Ads used to work great
before alcohol advertisers
discovered them.
Gmail sponsored promotions. You could
target ads based on emails they read. But
once they implemented the Promotions
tab, inventory dropped by 85%
Twitter has lost it’s effectiveness
with organic and paid. I’m actually
upset about it

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