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Alex Song
Building AI to optimize user acquisition at scale.
Alex Song is a seasoned entrepreneur with a background in founding direct-to-consumer (DTC) brands and utilizing AI technology to address challenges in digital marketing.
Having founded multiple successful companies and experienced firsthand the difficulties of scaling digital brands in the evolving marketing landscape, Alex identified the need for innovative solutions.
With a strong focus on leveraging data and technology, Alex established Proxima AI to empower digital brands to enhance audience targeting, lower acquisition costs, and maximize return on ad spend.
By utilizing anonymized first-party data and extensive shopper persona insights, Proxima has enabled clients to scale their prospecting spend significantly while improving key performance metrics like CPA and ROAS.
Acknowledging the current challenges digital brands face in today's market, Alex's venture aims to not only help businesses survive but also thrive in the rapidly changing digital ecosystem.
With a background in finance from notable organizations like Pershing Square Capital Management and Goldman Sachs, along with a degree from the University of California, Berkeley, Alex brings a wealth of experience to the intersection of technology and marketing.
Highlights
Higher discounts ≠ more sales. This is a huge brand misconception right now.
Consumers are demanding higher sales more than ever this year, but it’s doing more harm than good for brands.
I understand consumers wait for the holidays because they want to lock in the lowest prices on items they save up for. Wallets are tighter, I get it.
But brands take a big hit because of it.
It causes supply chain and operational issues because they have to:
→ Gather inventory → Apply working capital → Deal with inventory pile-up → Discount aggressively if inventory doesn't move
There’s incredible risk here because if you don’t sell through, it hurts your ability to fund future endeavors and thrive as a business.
I've talked about the problems, but here’s the solution:
Brands should adjust or level set their customers' expectations about discounting over time.
Now, what could this do?
❌ Frustrate customers eager and looking for high discounts. ✅ Find loyal customers who support your brand and purchase consistently.
I’d take that second set of customers any day. You?
I’ll say this till I turn blue: Run evergreen ads during BFCM 2024.
Why? If it ain't broke, don't fix it.
Meta’s algo relies on patterns of data. Momentum is a massive factor. If you have an evergreen campaign/ad set that’s already working, it will likely perform better than a newly built BFCM-focused campaign/ad set.
Simply put: momentum > cold start
Not saying you shouldn't test new offer-specific creative. Just don't overthink it. Lean into what already works.
And whatever you do, don't turn off your tried and true evergreen ads.