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Jonathan Snow, DMD
Omnichannel Growth for 8 & 9-Figure Brands | Co-Founder & CIO of Avenue Z | Founder of The Snow Agency (acq.) | Orthodontist | Veteran
Dr. Jonathan Snow is a renowned figure in the digital marketing industry, with a unique background that combines expertise in dentistry and marketing.
Jonathan's educational journey includes a Bachelor of Science degree from Ramapo College of NJ, a Doctor of Dental Medicine degree from Rutgers University, and a Certificate in Orthodontics & Dentofacial Orthopedics from Maimonides Medical Center.
After serving as a General Dentist and Captain in the US Air Force, Jonathan honed his skills in Orthodontics through a 3-year residency program in Brooklyn, NY.
Transitioning from dentistry to marketing, he co-founded The Snow Agency, an immensely successful digital marketing firm that eventually merged with Avenue Z.
Jonathan's entrepreneurial spirit shone through as he achieved remarkable milestones, such as driving significant revenue through an affiliate marketing platform and co-founding multiple successful e-commerce ventures.
The Snow Agency, now part of Avenue Z, specializes in performance marketing for high-growth brands, propelling them to new heights through innovative strategies and execution.
Aside from his entrepreneurial ventures, Jonathan Snow is a notable advisor, speaker, and author, contributing his expertise to various organizations and channels within the tech and marketing realms.
Jonathan's diverse professional portfolio includes roles like Co-Founder, Chief Innovation Officer & Managing Director at Avenue Z, advisory positions at Revere Partners VC, and engagements with prominent companies such as Replo, Fondue, and KeyBanc Capital Markets.
His influence extends to the investment landscape, where he has been involved with ventures like Partnerhub, FenixCommerce, and OTIS Dental, Inc. Jonathan's expertise and strategic insights have earned him recognition, making him a sought-after figure in the industry.
Highlights
If your Meta CPMs start skyrocketing today... don't be alarmed.
Meta just started pushing out platform-wide algorithm updates (EXCITING ONES) that might make CPMs volatile in the short-term.
Here's what you need to know: (MUST READ for any advertiser on Meta)
- THIS UPDATE IS A POSITIVE
It's designed to IMPROVE Meta ad performance in long-run (as reported by Meta & 3rd party tools).
BUT, it might create CPM volatility. Seeing CPMs on a couple brands +30% higher today... but performance is higher proportionally thanks to conversion rate uptick.
- CONVERSION VALUE RULES IS ROLLING OUT (aka the new native version of Bid Multipliers)
You can assign certain audience profiles OR conversion types higher values based on 1st party data/insights you have.
Ex: 30-40y/o females have 2x higher LTV than other demographics, you can assign them a 2x higher value in Meta easily now.
- NEW ATTRIBUTION SETTING: INCREMENTAL CONVERSIONS
Rolling out to diff ad accounts at diff times through the rest of 2H 2024.
You'll be able to measure which conversions would not have happened w/o the ad being shown (true impact) AND optimize for these types of conversions.
Big departure from the current model which optimizes based on volume of conversions (regardless of incrementality). Meta's early tests report a 20% improvement in incremental conversions from this new model. Confirmed by 3rd-party attribution tool.
- THIRD-PARTY ANALYTICS INTEGRATIONS
Meta is integrating w/ Google Analytics & Northbeam.
Soon to expand to Triple Whale and Adobe.
You'll be able to share multi-touch data w/ Meta to optimize for source of truth data that matters most to you.
- ALGORITHM UPDATE TO ACCOUNT FOR CROSS-CHANNEL USER JOURNEYS
Meta has rolled out ad-targeting algorithm updates that provide more emphasis on cross-channel journeys to drive incremental conversions.
This new algorithm has shown to improve advertiser performance by 30%, as measured by 3P analytics tools.
Meta 🚀
Heads and shoulders above any paid media platform out there. And that's not changing at any point in our careers.
Less than 1% of TikTok posts go viral.
Little is known about WHY posts go viral. Rumor is 70%+ engagement rate on the first 500 views triggers it.
Here are 4 ways to increase your odds of going viral:
#1 - Intriguing Hook
This is everything. Nothing else matters if your content doesn't make ppl stop scrolling.
We include a few diff hooks in our content briefs for creators and let them choose what resonates best. This video breakdown is on point: https://lnkd.in/emaSCFmv
#2 - Trending Styles
Review the top-performing organic creatives on TikTok WEEKLY.
Trends on TikTok change rapidly. Use research tools to track trending topics.
Whether it's the format or the topic of the video, identify what's trending and incorporate it into your content.
#3 - Content Gaps
Use TikTok's "Creator Search Insights" Tool to identify the content that people are most searching for with the least amount of results. TikTok calls these "Content Gaps."
Start producing content that addresses these topics and your content will start getting a ton more organic reach.
#4 - Trending Music, Hashtags & Keywords
TikTok's Trend Discovery tool is criminally underutilized. Access here: https://lnkd.in/eFRvRg4p
Skim what hashtags, music, and keywords are trending weekly. Try to incorporate them into your weekly content. Stay relevant & in the convo.
Incorporate ALL 4 of these and you'll be going viral at an above-average rate.
We typically have our creators combine:
- 1 of our suggested hooks
- 1-2 UVPs we provide
- at least 1 Content Gap or Trending Style
- Trending Hashtags or KWs (if relevant)
Going viral may feel like luck, but don't forget - you create your own luck.
