Why air purifiers like Molekule are an important factor in wellness and beauty -- Gaurav Agarwal, SVP of Growth and Strategy for Molekule (air purifiers that utilize the photoelectrochemical oxidation technology) joins Marc Raco and guest hosts Joe Yakuel (Agency Within) and Julia Macalaster (Def Method). To hear more from speakers like Gaurav and Joe, check out CommerceNext on July 31st & August 1st in NYC. In this episode: Why air purifiers like Molekule are an important factor in wellness and beauty despite not traditionally being thought of being part of that segment The importance of educating your market about the benefits of your product, especially with a product like Molekule which address overlooked problems How Gurav utilizes search criteria to asses people who are potential buyers who might not even know they are allergy sufferers, such as searching for “pet dander” instead of just “allergies” or “air filters” The focus on efficiency and where along the funnel to attempt to bring in potential buyers Why social is the best place to create intent for direct consumer marketing by getting a community excited about a brand and getting ahead of the competition How developing strong brand content can help you qualify consumer intent while also educating and developing brand/solution awareness The importance of having multiple advertisements of different styles (informative, storytelling, etc) in your prospecting funnel as to not miss potential impressions which could lead to clickthroughs as well as more targeted marketing to answer potential questions a prospective consumer may still have How Molekule exercises efficiency with limited budgets to produce content by focusing on a mix of video and static ads concurrently, and making an effort to make that content count by making content that looks as different as possible, and using produced content from video ads to create static ads The importance of a landing page to hook a potential client for enough time to convey the information necessary to make them more deeply understand the value of the brand that made them click that specific ad in the first place The mapping tools Gurav uses to understand the behavior on their website and refine how they structure their marketing tactics  Why Gurav believes that focusing on direct to consumer sales is likely to hinder long term growth industry-wide, and why it’s more important to focus on a brand’s value and communicate that through its marketing  Plus, we hit the pan with Gurav and get to know him as a person, his love for dance and travel, the differences between living in India and Sand Fransisco, and how he utilizes analytics in his daily life See omnystudio.com/listener for privacy information.