Category: Marketing How-To

Balancing Brand and Performance Marketing At Scale

Elisabeth Anne Boniface February 3, 2020

It seems that these days, every marketing team’s goal is to create a unified view of their customer in order to help them market most effectively. From creating brand awareness with the brand story in mediums like TV and podcasts to finding high value customer segments for targeting on platforms like Facebook, brand and performance marketing are deeply intertwined when it comes to the overall return on spending. Perhaps the most dextrous in the art of balanced brand marketing and real performance metrics are the direct-to-consumer brands. Two notable digitally-native companies playing in today’s digital marketing sphere are thredUP and Chubbies. At CommerceNext

Are You Prioritizing Affiliate In Your Marketing Strategy? You Should Be.

Matthew Gilbert December 9, 2019

Despite it being the height of the holiday shopping season, this is a challenging time for many retailers. Many are encumbered by debt loads, overstored in the face of declining mall traffic and struggling to maintain margins in a highly competitive environment. To make matters more challenging, over that past several years there has been a discernible shift in the retail marketing landscape—a shift in power from marketer to consumer—and if you’re a marketer who wants to thrive in this relationship dynamic, you will need to adapt sooner rather than later. With the consumer calling the shots, it has become incumbent upon you

How Retailers And Direct to Consumer Brands Are Investing In Marketing This Holiday Season

Elisabeth Anne Boniface November 27, 2019

The holiday shopping season is upon us. Last year, we saw a staggering 19% increase in ecommerce sales compared to the previous year, for a total of $22.5 billion in sales according to the National Retail Federation. This year, the Digital Commerce 360 projected an estimated 3.8% increase in sales over last year. In anticipation of this busy holiday period, traditional retailers and direct to consumer brands turn to their marketing teams to focus on customer experience and customer acquisition to elevate their holiday sales. To understand how these holiday trends correlate with marketing investments for 2019, we partnered with Oracle to survey

Personalizing Your Full-Funnel Customer Acquisition Strategy

Elisabeth Anne Boniface November 21, 2019

We all love a brand that makes us feel special. We feel like we’ve reached the jackpot when we find a brand that delivers exactly what we were thinking about or looking for. Moreover, when that brand fits seamlessly into our lives from discovery to delivery, we’re more apt to rave about it. A smart customer acquisition strategy takes all of this into consideration. Improvements in data and tracking for ecommerce-based brands has created a competitive marketplace for catching the hearts and attention of lifetime customers. Getting a new customer into the customer acquisition funnel can feel like half the battle, and

How Walmart Adapts Customer Experience for the Digital Shopper

Elisabeth Anne Boniface October 28, 2019

Walmart.com is anything but basic. The retailer is perhaps best known for their sprawling stores across the US, a one-stop shop for everything you could ever need. Denise Incandela, Head of Fashion for Walmart.com sat down with Wall Street Journal (WSJ) reporter Sarah Nassauer to talk about her team’s efforts to expand beyond the realm of basics and establish Walmart as a fashion destination as well as a catch-all for your day to day needs. By overhauling their digital channels to create a more editorial and explorative customer experience, the team at Walmart develops a customer acquisition strategy fueled by testing new brands

Connecting Cause Marketing with Brand Mission for Good

Elisabeth Anne Boniface October 16, 2019

Consumers are looking for a cause. Sixty-four percent of consumers said that they would boycott, switch or avoid brands based on their public stances on social issues, and two-thirds of millennials and Gen Z expressed a preference for brands with a socially conscious point of view. IEG reported an average three times increase in spending on cause marketing since 2000, exceeding 2 billion by 2018. Retail brands are heeding the call to stand for something, channeling social responsibility into their growth marketing and customer acquisition strategies. This can take many different forms ranging from an entire company shift in business practices to align

Building a Marketing Team to Scale Customer Acquisition

Elisabeth Anne Boniface October 1, 2019

“Marketing is hard, but not nearly as hard as building a great team,” Ben Harrel quipped. Arguably the most important touchpoint of a brand’s customer base is mediated through the decisions and actions of its marketing team. Marketing plays an integral role in customer acquisition, retention, and customer experience, but how can you quantify the skills that an ideal marketer needs to succeed? Enter General Assembly (GA); their goal is to transform thinkers into leaders, and their Marketing Standards Board set out to discover what defines a successful member of a marketing team. Kieran Luke, General Manager of Credentials and Business at GA

Customer Experience and Community as the Ultimate Marketing Tool

Elisabeth Anne Boniface September 13, 2019

If you spend time online, you’ve undoubtedly heard of cult-favorite beauty brand Glossier. Moreover, you’ve probably seen their ultra-chic and Instagram-worthy pink and vibrant red branding not on an ad, but in the social content of someone you know. Glossier’s community of raving fans is a large part of what drives their brand awareness, with individuals sharing their beauty routines with the world via social media. This loyalty and passion stem from the customer experience Glossier creates. As a direct to consumer brand, Glossier takes a unique approach to customer experiences beyond your typical beauty counter which has helped propel their digital marketing

The Changing Consumer Behind Rent the Runway’s Success

Elisabeth Anne Boniface September 10, 2019

Direct to consumer fashion rentals company Rent the Runway (RTR) has taken the fashion community by storm. The company’s sustainable and adventuresome subscription service has become a mainstay in the working woman’s closet. With RTR unlimited for just $159 per month, customers can rotate up to four items at any time, giving them access to a virtual dream closet full of 600 plus brands and designers to choose from. With subscription services seemingly taking over the ecommerce and the direct to consumer shopping experience, we asked ourselves: how has the digital-first customer evolved and what consumer behavior is driving this trend? Maureen Sullivan,

The Power of Storytelling as a Customer Acquisition Strategy

Elisabeth Anne Boniface September 5, 2019

With three years of mattress marketing backed by nearly thirty years of technological advancements, Purple has made a name for themselves as more than a mattress company. At CommerceNext 2019, Joe Megibow, CEO of Purple Mattress, shared how Purple not only innovated on their patented signature polymer grid but also in their use of storytelling to drive customer acquisition and direct to consumer sales. Megibow has been with Purple since October of 2018 as CEO, previously serving as the chief digital officer for American Eagle Outfitters. He discusses his unique approach to reaching an audience beyond the realm of brick and mortar mattress

Category: Marketing How-To

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