Kyle Mitnick from Advertise Purple talks about the speeding-up of digital marketing after COVID 19 and the role of data in today’s martech sector.
“I think using technology and data go hand-in-hand. Both make what we do on a daily basis more impactful and both make us a heck of a lot smarter”
1. Tell us about your role in Advertise Purple.
I am the President and Founder of Advertise Purple. I oversee the company’s daily operations.
2. Can you tell us about your journey into this market?
I’ve been working in affiliate marketing for over 10 years. Having started companies prior to this one, I would consider myself a longtime entrepreneur and I’ve even become an investor. I know quite a bit about the affiliate channel and e-commerce in general.
3. How do you think technology is upgrading the marketing sector?
Technology is incredibly important in marketing, as is data. Firms in my industry operate through informed decision making rather than merely following trends. The goal now is not to look back at last year’s data. Rather, it is to try to predict and outperform KPIs through technology that can help us realize what’s going to happen in the market before it does.
4. How has a data-driven approach enhanced marketing campaigns?
Just as technology can put marketers in a position to succeed, being data-driven is essential as well.
I think using technology and data go hand-in-hand. Both make what we do on a daily basis more impactful and both make us a heck of a lot smarter.
5. We recently covered the news about the launch of Purply, the ‘self-serve affiliate marketing tool.’ Can you elaborate it more for us?
What we’ve done with Purply is take our award-winning, proven affiliate strategies and data and combined them in a DIY SaaS product available to the market. Rather than signing on to work with our agency, merchants who want to maximize their output with the affiliate channel in a DIY fashion can do so for the reasonable and fair price of $99 a month.
6. What are your predictions about the future of digital marketing?
What we’ve seen with Covid-19 is a kind of “speeding up” of our digital economy. Many customers who had no experience shopping online have become reliant upon it, and we’ll see more and more people in the market. This will lead to even more data on even more consumer spending patterns. We’ll eventually make digital marketing as efficient as possible and our economy will benefit from it.
7. What sales or marketing automation technologies do your marketing teams use?
We have our own automated technology, Purply, which is incredibly intuitive and has been great for internal use.
8. What advice would you like to give to start ups?
If you’re a start up, you should know what you’re good at and lean into being as strong as possible in doing that. But don’t get stuck on a course that might not be the right one for your company.
If you see an opportunity that wasn’t part of your plan but might be more impactful, go for it.
9. What work-related hack do you follow to enjoy maximum productivity?
Always take notes. You never know what good might come from it. Something from a call that triggers your imagination could make a bigger I mpact on your team’s success than you think. If you didn’t write it down, it might slip out of your mind. Seems simple, but take notes.
10. How do you prepare for an AI-centric world as a Martech leader?
In our minds, we’ve embraced AI fully with the development of Purply. However, even if you aren’t building your own SaaS product, you should become as familiar as possible with similar products and with operating in this space. Otherwise, you risk being left behind.
11. What are the major developments you are planning, in the near future?
We’d love Purply to become a bigger part of our business model. We want to continue our dominance in the affiliate marketing space and grow our customer and employee base even more than we already have (we’ve had 33%+ growth in our headcount even with Covid-19).
12. What movie inspires you the most?
The Shawshank Redemption. A classic but also a story that resonates with me to this day.
13. We have heard that you have a very joyful work culture, so can you share with us some of the fun pictures of your workplace?
14. Can you give us a glance of the applications you use on your phone?
What I refer to as the “holy trinity:” Skype, Doordash and Uber.