The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

Episode 020: The Ecommerce of Sports With the Durham Bulls

An episode of The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

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By Oracle Bronto
Step into The Commerce Marketer studio as we chat with experts across the retail industry about email marketing, eCommerce trends, strategies and what lies ahead for commerce marketers and retailers. The conversation is full of helpful information you'll certainly find useful in your own endeavors and we’ll have a little fun as well.
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Ep. 051: Driving Engagement with Omnichannel Marketing
In this episode of the podcast, I’m joined by Cassidy Stockton and Kevin Irish of Bob’s Red Mill to discuss their use of content, email, social media, and influencer marketing to keep engagement high and drive sales, revealing the strategies that keep their product top of mind with in-store shoppers (7:49). And when it comes to email, they explain segmentation strategies (9:40), balancing content and incentives (10:45), and their automated message success (16:20). Cassidy and Kevin also share the importance of their content marketing strategy (21:20) and how they leverage that content in their social marketing (27:20). Finally, they break down how their customer service tam drives content development (30:00), and how they tie UGC into abandoned cart messages (34:50).  For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing LinkedIn: https://www.linkedin.com/in/gregzakowicz Bob’s Red Mill Website: https://www.bobsredmill.com/ LinkedIn (Cassidy): https://www.linkedin.com/in/cassidystockton/ LinkedIn (Kevin): https://www.linkedin.com/in/kevintylerirish/ Oracle Bronto LinkedIn: https://www.linkedin.com/company/oracle-bronto/ Twitter: https://twitter.com/Bronto  Website: https://bronto.com/
46:41
June 4, 2019
Ep. 050: How Lifecycle Email Marketing Is Like a Fine Wine
In this episode of the podcast, I’m joined by Be Argov, president of International Wine Accessories (IWA), to discuss how they built their email program from the ground up using lifecycle email marketing to drive nearly half of their 2018 email revenue. We cover the strategies behind triggered campaigns and how to avoid the pitfalls of email fatigue with segmentation. He describes the mistakes they made with their lifecycle campaigns and what he learned from them, detailing how metrics inform their post-purchase strategy and how they approach VIP customers. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing LinkedIn: https://www.linkedin.com/in/gregzakowicz Ben Argov Email: Ben@IWAwine.com LinkedIn: https://www.linkedin.com/in/ben-argov-32a7a/ Website: https://www.iwawine.com/ Oracle Bronto LinkedIn: https://www.linkedin.com/company/oracle-bronto/ Twitter: https://twitter.com/Bronto  Website: https://bronto.com/
45:41
May 21, 2019
Episode 049: What’s Your Amazon Strategy?
Whether you’re a B2C or B2B retailer, having a considered Amazon strategy is critical for your business.  In this episode of the podcast, B2B & B2C ecommerce strategist, advisor and author, Brian Beck discusses how to create an Amazon strategy that helps you successfully compete on — and even against — Amazon. He also details the B2C and B2B nuances, challenges that come with selling on the marketplace, and when avoiding the platform makes the most sense.  You’ll hear about: · Why you should have an Amazon strategy, even if you don’t sell on the marketplace. · How Amazon product searches impact retailers. · Ways to determine your key differentiators and why they’re so important. · How products’ categories impact your strategic approach. · Ways to compete with Amazon when you’re both in the same product category. · How post-purchase email messaging fits into your Amazon strategy. To contact Brian or learn more about his services: Email: Brian@Enceiba.com Websites:  https://www.billiondollarb2becommerce.com/ https://www.enceiba.com/ Twitter: https://twitter.com/beckecommerce LinkedIn: https://www.linkedin.com/in/ecommerceexpertbeck/
42:13
May 7, 2019
Episode 048: Building Emotional Connections with Customers
Retailers need to build emotional connections with their customers, but too many still rely on marketing tactics designed around transactions, not relationships. In today’s competitive retail environment, this style of marketing and lack of consumer engagement will fail to create loyal customers. In this episode, Steve Deckert, co-founder of Smile.io, will discuss transactional actions within email, social, and loyalty programs, along with ways to turn those actions into emotional ones.  Step into the studio where we’ll discuss: · Foundational elements needed to create emotional connections with consumers. · Why many loyalty programs fail and how to transform them into ones that customers love. · Which incentives can help create positive emotional connections. · Ways to align a brand’s identity with the consumer’s identity. · Keys to finding the right balance between transactional and emotional rewards. To contact Steve, or to learn more about Smile.io: Smile.io: Website: https://www.Smile.io   Twitter: https://twitter.com/smilerewards Instagram: https://www.instagram.com/lifeatsmile/ Steve:  Twitter: https://twitter.com/SteveDeckert LinkedIn: https://www.linkedin.com/in/steve-deckert-913a2a31/
43:23
April 23, 2019
Episode 047: The Rise of BOPIS & What It Means for Retailers
As today’s consumers continue to expect fast and free shipping, buy-online-pickup-in-store (BOPIS), also known as click-and-collect, is increasingly becoming a focused strategy for retailers. From pickup lockers and curbside delivery to in-store counters, BOPIS allows consumers to receive their orders quickly while helping keep retailer delivery costs under control.  In this episode, Charles Dimov, vice president of marketing at Order Dynamics, will discuss what consumers expect from BOPIS, how gender, age, and income level impact usage, where BOPIS is heading, and some key findings from their report, “The Rise of The Click and Collect Super Consumer.” Step into the studio where we’ll also discuss: • Which consumer groups use BOPIS more and why? • The impact BOPIS has on customer average order value. • Elements needed for a good BOPIS customer experience. • Surprising correlation between BOPIS usage and the frequency of returns. • How BOPIS usage correlates to returns. To contact Charles, or to learn more about Order Dynamics: Order Dynamics: • Website: https://www.orderdynamics.com/  • Twitter: https://twitter.com/orderdynamics Charles: • Email: charles.dimov@orderdynamics.com • Twitter: https://twitter.com/cdimov • LinkedIn: https://www.linkedin.com/in/cdimov/
1:00:29
April 9, 2019
Episode 046: Email Deliverability: Everything You Need to Know
Did you know that having good email deliverability does not mean your emails reach the inbox? Email deliverability has many components that factor into a message reaching the inbox. Understanding email deliverability is crucial, yet many marketers do not fully understand what goes into it. This episode features Chris Kolbenschlag, Oracle Bronto’s director of deliverability, who tackles the myths, best practices, things marketers shouldn’t do and other elements around email deliverability. You’ll hear us discuss: · What email deliverability is and the factors that impact it. · The fundamental elements of good email deliverability. · The myths around subject lines, including specific words, emojis, and punctuations. · Whether IP reputation or domain-based reputation is more important. · Whether sending transactional and promotional emails through same IP is a good idea. · The differences between B2B and B2C deliverability. To contact Chris, or to learn more about Oracle Bronto: Email: Chris.Kolbenschlag@Bronto.com Website: http://www.Bronto.com Twitter: https://twitter.com/Bronto Instagram: https://www.instagram.com/oraclebronto/ LinkedIn: https://www.linkedin.com/company/oracle-bronto To contact Chris, or to learn more about how Oracle Bronto can take your email to the next level: Email: Chris.Kolbenschlag@Bronto.com Website: http://www.Bronto.com Twitter: https://twitter.com/Bronto Instagram: https://www.instagram.com/oraclebronto/ LinkedIn: https://www.linkedin.com/company/oracle-bronto   
1:03:16
March 26, 2019
Episode 045: Email Marketing, Deliverability and Marketing to a Niche Audience
  “The landscape has totally changed, and it becomes harder and harder to fight for that real estate in the inbox.”  As a retailer, how do you solve this challenge? Kyle Randall and Nate Martin work in a niche industry notorious for email deliverability issues, and they’ve not only overcome these issues, but built an email marketing program that engages their audience in a way that’s impressive to any retailer. In Episode 45 of The Commerce Marketer Podcast, I welcome Randall and Martin, both from the adult novelty retailer Fort Troff. We’ll talk about how they built a successful email program from the ground up, which lifecycle messages are the most successful, how they approach email testing, and what niche marketing can teach you about marketing to a wider audience.  You’ll hear us discuss: · The business-altering impact of successful email inbox deliverability. · How testing incentives and removing personal biases is critical to their success. · Most important KPIs they are looking from an email standpoint. · How they used dynamic content in emails to increase inbox deliverability while staying true to their brand. · How customer service plays a crucial role in customer loyalty. To contact Kyle or Nate, or to learn more about Fort Troff: Kyle Randall: kyle@ceruzziconcepts.com Nate Martin: nate@ceruzziconcepts.com I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing  SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
1:03:46
March 12, 2019
Episode 044: Post-Purchase Email Marketing
Whether you’re a seasonal business or not, focusing on the customer experience is a key component of driving repeat and loyal customers. But, if you sell high-quality, made-to-last artificial Christmas trees, how do you generate that repeat business? How do you stay relevant and top-of-mind throughout the non-holiday season? Enter post-purchase email marketing. In this episode of The Commerce Marketer Podcast, we’re going to talk about how one seasonal retailer found success driving repeat business by focusing on a dedicated post-purchase email marketing strategy. I welcomed the Senior CRM Manager of Balsam Hill, Stephanie Maassen, to talk about the genesis of the strategy, how they got it done, and what they learned along the way. You’ll hear about: • How listening to customer service drove the post-purchase email strategy. • Ways to manage execution when faced with limited resources. • Keys to finding cross-sell opportunities in seasonal buyers. • How to use customer data to formulate your post-purchase plan. • Why post-purchase emails are not always about the immediate conversion. • How they determined the timing for sending post-purchase emails. • Types of messages and things to consider when planning a post-purchase series. • Ways to blend transactional, customer service and marketing messages. To contact Stephanie or learn more about Balsam Hill:  smaassen@balsambrands.com https://www.balsamhill.com/  Instagram: https://www.instagram.com/balsamhill/ Twitter: https://twitter.com/balsamhill/ I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing  SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
43:24
February 26, 2019
Episode 043: Super Bowl Commercial Recap Roundtable
  More than 100 million people watch the Super Bowl each year, but the commercials have become the must-see event within the event. At a price tag of more than $5 million for a 30-second commercial, companies are banking on the effectiveness of these ads.  In Episode 43 of The Commerce Marketer Podcast, we’ll have a three-person roundtable discussion about the Super Bowl from a marketing and entertainment perspective. We’ll revisit the commercials, halftime show, and even how we interacted with our mobile devices during the big game - after all, what good is a $5 million commercial if everyone is checking their Instagram feed?  Topics will include: • Most disappointing ads and why we think they missed. • Generational differences between how ads were received. • How we used our mobile devices during the game.  To learn more about our guests:  Erika Simms: https://www.linkedin.com/in/erikasimms/  Previous guest appearance on Episode 43, “Facebook and Social Marketing Strategies”   Matt Sutor: https://www.linkedin.com/in/mattsutor Previous guest appearance on Episode 20, “The Ecommerce of Sports With the Durham Bulls” I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing  SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
55:39
February 12, 2019
Episode 042: Facebook and Social Marketing Strategies
Social media marketing is no longer simply applying a budget and boosting front-facing posts. They’re mostly pay-to-play platforms, and in order to truly get ROI from your targeted audience, you have to implement a deeper strategy with the right data.  So what can companies learn from a digital agency that serves the automotive industry, a vertical with high price points and longer decision cycles? In this episode, we’ll talk about Facebook and social media marketing strategies: how to target customers when their buying considerations are longer and more heavily researched, how these lessons might apply to everyday retailers, and when to pull the plug on retargeting.  Joining me for the conversation is Erika Simms, vice-president at Dealer Authority. You’ll hear us discuss: · Why breaking ads into smaller components can help guide the customer journey. · Which social channels and ad types are getting the best ROI right now. · Which marketing tactic resulted in a 20-30% increase in click-throughs. · How video on social is performing and which audience responds to it best. · Ways to effectively use landing pages in conjunction with social ads and paid search. · Which single element can you add to product photos to increase conversions? · How to target consumers for larger purchases with longer buying and research cycles. · When to abandon targeting prospects on social media. To contact Erika or learn more about Dealer Authority:  http://www.dealerauthority.com | Twitter: https://twitter.com/DealerAuthority  Contact Erika: https://www.linkedin.com/in/erikasimms/ | erika@dealerauthority.com I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing  SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
46:09
January 29, 2019
Episode 041: Best Moments of 2018, Presented Mullet-Style
 2018 was a great year for The Commerce Marketer Podcast. Over 26 episodes, we covered a variety of digital marketing topics like SEO, paid search, email marketing and segmentation, marketplaces, customer experience, IP infringement, and retail and marketing trends — to name a few. In this “best of” episode, I take a look back at some of my favorite moments — both serious and fun — from 2018. The episode is styled like a mullet, with business in the front and a party in the back. In the front portion of the program, we’ll highlight the business end of digital marketing and the retail space, while in the back end we’ll focus on the fun and unexpected guest moments. During the first half you’ll hear about: Key insights and advice into digital marketing strategies (1:55) **   Rethinking customer lifetime value **   Email marketing and segmentation **   Paid search and marketplaces **   Retailer content creation strategies RETAIL TRENDS (20:52) **   What millennials want and what makes them loyal **   Amazon buying Google Ads **   Evolution in the supply chain **   Website content and UX design **   Consumer expectations around shipping IMPROVING CUSTOMER EXPERIENCE (26:48) **   Connecting with millennials and other generational cohorts **   How Sweet Pete’s and the Durham Bulls create fun customer experiences **   Lessons learned from the on-demand economy failures **   The secrets behind creating memorable pop-up experiences **   How to make your employees your biggest brand differentiator ENTREPRENEURSHIP: STORIES, LESSONS LEARNED, AND GROWING YOUR BUSINESS (36:08) **   Starting a brewery by watching YouTube **   How to identify an opportunity in the market **   How luck can play a role in entrepreneurial success HOW RETAILERS VIEW AND USE SOCIAL MEDIA MARKETING (40:47) **   How brands utilize social media to engage customers and humanize your brand **   Ways different social channels are used **   The changing landscape of social media influencers **   Video marketing strategies and how things have changed During the back half of this episode you’ll hear some of the funniest moments of the year, including: **   Funny moments and out-of-context audio (46:50) **   Best technical interruptions and tangents (51:05) **   “Is a hot dog a sandwich” debate (55:14) **   The most thought-out hot dog-sandwich answer (59:30) **   Which one meal would people eat for the rest of their lives (1:04:37)? **   The best guilty pleasures of 2018 (1:07:11) **   Go-to karaoke songs (1:10:22) **   Most unique and intriguing 15-second lightning round answers (1:12:44) I hope you’ve enjoyed The Commerce Marketer Podcast to this point. Keep listening for even more great episodes coming in 2019, and if you’re interested in sharing your story, be sure to let me know. Keep listening, give us a 5-star rating, and be sure to share us with friends and colleagues. I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest.  Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing
1:14:19
January 15, 2019
Episode 040: Successful Email Marketing After Going Direct-to-Consumer
Many B2B companies today are making the move into selling direct-to-consumer (D2C). This allows companies to grow revenue, control their branding better, and provide a more personal customer experience. But trying to keep your partners happy while growing your bottom line can be like walking a business tightrope – but while difficult, it can be accomplished if planned properly. In this episode of The Commerce Marketer Podcast, I am joined by the Director of Ecommerce at RST Brands, Matt Grimm. We’re going to talk about how RST Brands made the move from B2B into D2C, mistakes made along the way, email marketing and segmentation strategies, growing an email list from the ground up after launching a D2C site, connecting third-party purchases, and a whole lot more.  You’ll hear about: · How to approach your retail partners while making the move to D2C.  · Product assortment strategies that make all retail outlets happy. · Mistakes made early on and the most important lesson learned from them. · Ways to grow your email database when you first launch your D2C site. · How to use email to compliment purchases made on third-party sites.  · Types of lifecycle emails implemented, and which ones convert best. · What happened with their email marketing that made them realize segmentation was necessary? · Segmentation strategies used in emails and why it matters. ·  How to maintain email engagement even after consumers make large purchases. To contact Matt or learn more about RST Brands:  RST Brands: https://www.rstbrands.com/  Twitter: https://twitter.com/rstbrands Instagram: https://www.instagram.com/rstbrands/ Contact Matt: https://www.linkedin.com/in/matthewtgrimm/ Twitter: https://twitter.com/matthewtgrimm I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing  SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
49:38
January 1, 2019
Episode 039: Making CLTV Bloom With Email Marketing Segmentation
Think of the last time you bought flowers online. Chances are it was for a specific occasion. Most retailers selling occasion-based products obsess about driving repeat purchasers while minimizing churn — easier said than done. This is why segmentation and targeting tactics across digital channels is critical for achieving long-term customer loyalty. In this episode, I’m joined by Phil Irvine, CRM Director at online floral retailer Bouqs.com, who knows this story all too well. You may recognize the name from their appearance on ABC’s Shark Tank, but this time they’re on The Commerce Marketer Podcast where we discuss email marketing and segmentation strategies, driving customer lifetime value, and segmenting across digital channels. You’ll hear about: • How The Bouqs approaches their email segmentation strategy. • Segmentation tests, what they found to lift conversions, and why segmentation changes seasonally. • How to value different acquisition and retention channels and how they impact messaging and offers. • Preference centers and how your product offerings and AOV affect them. • KPIS to determine customer value and how product variety increases their loyalty. • Phil’s no. 1 piece of segmenting advice. To contact Phil or learn more about The Bouqs Co: The Bouqs Co: https://www.bouqs.com/ Twitter: https://twitter.com/TheBouqsCo Phil Irvine: http://www.linkedin.com/in/pirvine Twitter: https://twitter.com/@ndbruin09 I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
49:10
December 18, 2018
Episode 038: Bringing Retail Supply Chain-Sexy Back
Have you ever checked a store’s site to confirm an item is in stock, only to get there and find that it wasn’t? Or maybe went to order something online but found it will take more than one week (gasp!) to reach you? What’s the next move… wait a week or shop elsewhere? Consumers today expect speed and efficiency with online purchases, and inefficient supply chain management can not only create a poor customer service experience but also unnecessarily increase retailers’ costs. In this episode of The Commerce Marketer Podcast, I’m joined by Bob Carver, the VP of Cloud Inventory Solutions at DSI. We’re going to talk about current supply chain trends, the evolution of supply chain management, why omnichannel is still difficult for retailers, and what to expect in the years to come. While it may not sound like a sexy topic, the supply chain matters to business success. And don’t worry, we’ll keep you entertained! You’ll hear about: • The evolving landscape of the supply chain and how it’s impacting retailers. • How global commerce has disrupted the supply chain. • When you should reassess your supply chain infrastructure. • How last-mile delivery is impacting the traditional supply chain. • Why retailers should look at last-mile as a revenue opportunity. • The biggest obstacle for transitioning supply chain management systems. • How one retailer successfully removed a distribution center to increase efficiency. Learn more about DSI: Bob.Carver@DSIglobal.com | https://www.dsiglobal.com/ | Twitter: https://twitter.com/dsimobile I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing | #TCMpodcast #BrontoPodcast SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
41:46
December 4, 2018
Episode 037: Paid Search Strategies, Changes, and Trends for 2019
During the 2017 holiday season, paid search drove more than 23% of website traffic. It is an important, and, for many, invaluable marketing tactic. But if not done right, it can be costly – too costly! As everything else in digital marketing evolves, paid search is no exception. In this episode of The Commerce Marketer Podcast, I am joined by the founder of StatBid, Roy Steves. We are going to talk about the changing landscape of paid search with both Google and Amazon, strategies for optimization, holiday planning, and what lies ahead for paid search in 2019. You’ll hear about: • The biggest paid search challenges for retailers today. • Keys to striking a balance between your mobile and desktop strategy. • Resources available to monitor your competition. • Keywords versus key phrases – which strategy is best to follow? • Are Google Shopping ads worth diving into? • Is paid search on Bing worth the investment? • Holiday planning strategies and how to capitalize on competitor mistakes. • What to expect from paid search in 2019. • How has Amazon changed the paid search landscape and how to adapt To learn more about StatBid: Roy@Statbid.com | https://www.statbid.com | StatBid on Twitter: https://twitter.com/StatBid | Roy on Twitter: https://twitter.com/roysteves I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR: This episode is brought to you by: Oracle Bronto The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
1:17:49
November 20, 2018
Episode 036: How to Get Amazon Reviews & Why Your First 50 Matter
Have you ever bought something on Amazon that had a 1-star rating – or no ratings at all? Me neither. Have you ever bought something on Amazon that you liked, but did not review it? Guilty as charged! Customer reviews can be critical to product success, especially when it comes to the first 10. But collecting them can be difficult. In this episode of The Commerce Marketer Podcast, I am joined by the CMO of Sellerlabs, Jeff Cohen. We are going to talk about strategies for collecting those first 50 ever-elusive Amazon product reviews. We’ll discuss under-utilized tactics, ways to add value for your customers, the Early Reviewer Program, what’s going to get you into trouble on Amazon, and more. You’ll hear about: • Why your first ten reviews are so critical to success. • What you can and cannot do when asking for reviews. • Amazon’s Early Reviewer Program: Is it worth it? • Under-utilized tactics that go into collecting product reviews. • Brand versus reputation and how it impacts product sales. • How your product category can determine your review strategy. • How to add a personal touch with customer messaging. • Ways to use your product listing to help encourage reviews. To learn more about SellerLabs: Marketing@SellerLabs.com | https://www.sellerlabs.com/bronto | Twitter: https://twitter.com/sellerlabs | Instagram: https://www.instagram.com/seller_labs/ We welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR: This episode is brought to you by: ORACLE BRONTO The Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
41:02
November 6, 2018
Episode 035: Creating a Curiously Awesome YouTube Marketing Strategy
Retailer Vat19 has taken a video-first approach to marketing. With over 1,200 YouTube videos, and the majority of website traffic and sales originating from the channel, they have become dependent on YouTube videos to drive sales. But what happens when YouTube changes their algorithms, sending site traffic and sales plummeting? What happens when consumers tune out a video after only a few seconds? What happens when free social marketing turns out to be anything but? In this episode of The Commerce Marketer Podcast, founder and CEO of Vat19.com, Jamie Salvatori, discusses their approach to video marketing, why they chose YouTube as their primary marketing tool, how they adapted to YouTube algorithm changes, and how YouTube content changes caused employees to eat worms and brains. You’ll hear about: • Why Vat19 views YouTube more favorably than Facebook and Instagram. • Lessons learned from failed Facebook advertising. • How algorithm changes to YouTube impacted their business and content strategy. • How many views do they need to consider it a successful video? • Why the title and thumbnail may be more important than the video content. • When a video content strategy is right for your business. • A lengthy hot dog sandwich debate and Greg’s greatest fear. To learn more about Vat19: http://www.vat19.com YouTube: https://www.youtube.com/user/vat19com/ Twitter: https://twitter.com/vat19 Instagram: https://www.instagram.com/vat19/ We welcome your feedback and invite you to share any topics you’d like to hear more about. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing | Become a guest --> https://cmpodcast.wufoo.com/forms/join-the-commerce-marketer-podcast/ And stay tuned for the next installment of The Commerce Marketer Podcast. In the meantime, you can subscribe to our series via: Spotify: https://open.spotify.com/show/7MDybDi1gAuQ1XlzFCtlHr Apple Podcasts: https://itunes.apple.com/us/podcast/oracle-bronto-the-commerce-marketer-podcast/id1261010964 Google Play: https://play.google.com/music/m/Ib2qjjjrnsdudd4mu2ud2go2aoa?t=The_Commerce_Marketer_Podcast_Talking_eCommerce_Email_Marketing_Retail_and_More or many other places where you listen to favorite podcasts.
1:19:49
October 23, 2018
Episode 034: Marketplace Bootcamp: Keys to Successful Selling
When you think of marketplaces like Amazon, Walmart, and eBay, do you think friend, foe, or frenemy? Selling on marketplaces is no longer as easy as throwing up a product listing and watching it sell. In today’s competitive environment, it takes consideration at every step of the process, from marketing and selling to fulfillment. In this episode of The Commerce Marketer Podcast, you get two Gregs for the price of one. Whether you’re just starting out or have a full-fledged marketplace operation, my guest today knows it all. I sat down with Gregg Shupe, Senior Product Marketing Manager at ChannelAdvisor, where we discussed how to begin and improve selling on marketplaces, what makes a good product listing, product reviews, and the pros and cons of different fulfillment options. You’ll hear about: • How to choose which marketplaces are right for you. • Too much or too little? What makes for a good product description? • How critical is advertising spend to success on marketplaces? • Factors to consider with setting the right price for your product. • How much free shipping actually affects customer purchases. • Which criteria to look at when determining if FBA is right for you. To learn more about ChannelAdvisor: Marketing@ChannelAdvisor.com | www.ChannelAdvisor.com | https://twitter.com/ChannelAdvisor | http://instagram.com/ChannelAdvisor We welcome your feedback and invite you to share any topics you’d like to hear about. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing
1:02:07
October 9, 2018
Episode 033: The Tricks – and Treats – of Being an Entrepreneur
Candy may be fun, but business can be hard. Viewers of the TV show The Profit witnessed this when Sweet Pete’s Candy was front and center. Sweet Pete’s was a small candy shop faced with many business challenges: Marketing a business with no built-in foot traffic, creating an exceptional customer experience, and growing a business while being under-equipped, under-staffed, and saddled with a partner who stalled growth. I’m joined by two confectionary conquistadors, the founders of Sweet Pete’s Candy, Pete and Allison Behringer, where we talk about: • The genesis and evolution of the in-store customer experience • Challenges of working alongside a complimentary, but separate, business • Biggest challenges faced when starting out • Lesson learned from working with Marcus Lemonis • Candy thumbs-up/down: Which ones make the grades? Contact Sweet Pete’s: Info@SweetPetesCandy.com | www.SweetPetesCandy.com | @SweetPetes | @SweetPetesCandy Follow Greg @WhatsGregDoing
29:53
September 25, 2018
Episode 032: May the On-Demand Economy Be With You
From on-demand grocery delivery to rideshare drivers delivering dinner, the on-demand economy is continuing to evolve and disrupt traditional services and retail. I’m joined by Scot Wingo, founder of the on-demand car care service Spiffy. We’ll discuss how the on-demand economy has changed over the past several years, reasons why on-demand companies fail, challenges with user adoption, and how to evolve and grow in an increasingly competitive space. And what the heck - we’ll even talk some Star Wars! You’ll hear about: • Has on-demand hit its peak or are we just beginning? • The biggest hurdles with starting an on-demand business • Lessons on-demand customers can teach online and omnichannel retailers • Bifurcation of consumers and how it impacts retailers • Challenges Scot faced with initially scaling Spiffy To contact Scot or learn more about Spiffy / Channel Advisor: GetSpiffy.com | @GetSpiffy | @ScotWingo | Jason& Scot Show | ChannelAdvisor.com Follow Greg @WhatsGregDoing
38:44
September 10, 2018
Episode 031: The Changing Face of Loyalty Programs
Loyalty programs are created to encourage repeat customers, build brand advocates, and drive loyalty. But in today’s age, how consumers respond to and engage with retailer loyalty programs is changing. Monetarily incentivizing customers in order to move them from one tier to the next is not a recipe for long-term loyalty. I am joined by Chris Bechtel, VP of Growth & Marketing at Annex Cloud. We’ll discuss all things loyalty programs, such as program structure, types of rewards, macro and micro KPIs, and more. Loyalty programs may be changing, but they’re far from dead. We’ll discuss: • How to define the goals of your program and why it’s so important • Ways to provide value for customers with loyalty program design • Incentives, experiential rewards, and guiding consumer behavior • How to treat customers who purchase but do not engage To contact Chris or learn more about Annex Cloud: Cbechtel@AnnexCloud.com | www.AnnexCloud.com | @AnnexCloud Follow Greg @WhatsGregDoing
49:41
August 28, 2018
Episode 030: CRO, Email Marketing, UX, Website Tests and “Princey” Things
I'm joined by Jamie Schreter, Chief Strategy Officer at the ecommerce agency diff, for a wide-ranging conversation covering topics like CRO, website testing, UX design, email marketing and more. Jamie will share examples of website tests, results and lessons learned, websites changes that caused cart abandonment rates to drop, and the hidden dangers of growing your email list. And in a little role reversal, Jamie flips the script and asks Greg questions ranging from the next big thing in email marketing to his surprising choice of the most overrated movie. We discuss: • Three most common challenges retailers experience with web traffic • Site design, CRO, and what companies are failing to realize • Examples of website tests that failed and lessons learned • How web design plays into how retailers should design their email • Why growing your email list can make it less profitable Contact Jamie or diff: jamie@diffagency.com | www.DiffAgency.com | @DiffAgency Follow @WhatsGregDoing
54:52
August 14, 2018
Episode 029: The Business of Beer. How 3 American Ex-Pats Started a German Brewery
Something’s brewing on this episode of the podcast. I sat down with David Spengler, co-founder and owner of Vagabund Brauerei, to discuss how three American ex-pats learned to brew beer by watching YouTube – and then started their own brewery in beer’s own backyard, Germany. We’ll talk about entrepreneurship, how to grow at scale, the customer experience, marketing strategies, competing with large corporations, and how a small brewery with no marketing budget has been able to grow and thrive in a historically beer-savvy environment. We’ll discuss: • How they went from YouTube videos into launching a brewery • How a crowdfunding campaign told them how to market their business • Strategies to compete with large, established companies • Why social media has been such a critical tool for growth • What was David’s entrepreneurial “Oh, crap” moment? Contact David & Vagabund Brauerei: info@vagabundbrauerei.com | http://www.VagabundBrauerei.com | @VagabundBeer Follow Greg @WhatsGregDoing
45:53
July 31, 2018
Episode 028: 17 Juicy SEO Tactics Worth the Squeeze
Over the past 15 years, the tactics used to improve SEO have continued to evolve. And with the increase of non-traditional “search engines”, like Amazon and social media sites, focusing on improving all aspects of your SEO has never been more critical. So which strategies is the juice worth the squeeze? In this episode I sat down with Ronald Dod, Co-founder and CEO of Visiture, to discuss 17 SEO tactics, and why they are so critical as the SEO landscape evolves. We’ll discuss: • Which SEO tactic do most retailers not do, but should? • The circumstance that hurts a lot of retailers and how to correct it • How to approach non-traditional search engines, like Amazon and social media sites • Why it is so critical to properly attribute SEO to conversions • How Ron thinks SEO will change within the next 5 years To contact Ron or learn more about Visiture: Ron@Visiture.com | @Visiture | www.Visiture.com Follow Greg @WhatsGregDoing
41:29
July 17, 2018
Episode 027: Pop-Up Shops, Classic Rock, and Touring with Ringo Starr
This podcast is about to get rocked! What do John Lennon, Paul McCartney, Jerry Garcia, Jimi Hendrix, and the Rolling Stones have to do with pop-up shops? You’re about to find out! Pop-up shops have grown in popularity over the years, but one company focused on classic rock not only made a business out of it but did it so well they were asked to “pop-up” on tour with Ringo Starr. And this was all before the pop-up shop became in vogue. I sat down with Scott Segelbaum, owner of the Rock Art Show, to discuss the evolution of the pop-up shops and the Rock Art Show. We’ll discuss: • Thinking through the right location for a pop-up shop • Ways to approach optimizing the customer experience and how its changed • Pivoting your pop-up and how to recognize when the time is right • Why reducing your product selection can make for a better experience More about The Rock Art Show: Scott@RockArtShow.com | www.RockArtShow.com | www.BeatlesCartoonArtShow.com Follow Greg @WhatsGregDoing
35:28
July 3, 2018
Episode 026: B2B Ecommerce and Going B2C, D2C and R2-D2
As digital-natives enter the workforce and become the primary B2B buyers, their expectation of convenient ordering processes has accompanied them. B2B companies are now faced with two questions: Whether to create an Ecommerce site for their B2B customers and if going to direct-to-consumer (D2C) is right for them. In this episode, I sat down with Chloe Thomas, founder of Ecommerce Masterplan, to discuss a variety of topics including: • How to determine if B2B online sales is right for your company • When should a B2B company consider selling D2C? • Managing your team through a transition to online service and selling • Email marketing strategies that appeal to both B2B and B2C • Customer service department considerations through these changes • Common mistakes companies make with moving from B2B to D2C – and how to avoid them To contact Chloe or learn more about Ecommerce Masterplan: @chloe_ecmp | @eComMasterPlan | www.EcommerceMasterplan.com Be sure to follow Greg @WhatsGregDoing
32:03
June 19, 2018
Episode 025: Finding Authenticity in Brand Photography
Images are visual punctuations that help tell a story. For consumers, the more authentic the imagery, the better. From email marketing and website imagery to Instagram and Snapchat, we live in an image-driven online world, and brands have had to jump on board to keep up. But while social influencers and UGC can help with these efforts for more authentic imagery, brands can’t rely on their customers alone to produce their content. In this episode, I sat down with John DeMato, owner at DeMato Productions, to discuss how to create authenticity in images, even when they’re professionally shot in-house. We’ll discuss: • How to unearth thoughts and stories in your images • The biggest photography mistakes websites make • Tips for streamlining your product photography sessions • Similarities between Ecommerce & self-branded photography Contact John or learn more about DeMato Productions: Info@JohnDemato.com | @DeMatoPhoto | www.JohnDemato.com Be sure to follow Greg @WhatsGregDoing
37:01
June 5, 2018
Episode 024: Connecting With the Digitally Native Consumer
Digitally-native consumers have raised the stakes for how retailers connect and engage with them. No one knows this more than dorm décor brand Dormify. After all, their consumers are digital-native Gen Zers. In this episode, I sat down with Nicole Gardner, current consultant and former COO at Dormify, to discuss how Dormify engaged their digitally-native consumers via social, email, and other online channels – and went from start-up to go-to dorm-decorating retailer. You’ll hear about: • Which email marketing strategies best connect with digital natives • What caused their shift in approach to website photography • How working with customers on social content led to big wins • The one thing that gave Dormify the greatest insight into its customers • Strategies for graduating customers from dorm to post-college décor To contact Nicole or learn more about Dormify: Nicole@IdeallyThis.com | @NicoleMgardner | www.IdeallyThis.com | www.Dormify.com Be sure to follow Greg @WhatsGregDoing
34:37
May 22, 2018
Episode 023: Hiring and Motivating Seasonal Customer Service Reps in Retail
For retailers, the holidays and other peak seasons are a critical time. For many, hiring part-time help is a necessity, but it comes with a number of challenges. These seasonal team members quickly become the face of your brand, and the service they provide can truly make or break a customer relationship. In this episode, I sat down with Stefanie Frenking, head of recruiting and feel good management at Spreadshirt, to discuss how the company approaches hiring seasonal employees, what they consider when forecasting headcount and how they make these temporary employees feel invested in the company. You’ll hear about: • The biggest challenges when it comes to hiring • How early you should begin your search and where to look • The evolution of the onboarding process • How to make employees feel invested in serving your customers To contact Stefanie or learn about Spreadshirt: stefanie.frenking@spreadshirt.net | @Spreadshirt | www.SpreadShirt.com Be sure to follow Greg @WhatsGregDoing
33:48
May 8, 2018
Episode 022: Swipe Right For Social Media in Retail
Social media is becoming more ingrained in every aspect of retail. How should retailers approach social media, measure its success and determine which types of content to use in their social marketing? In this episode, I sat down with Bridget Saroff, social media manager at Raymour & Flanigan, to discuss how they approach social media, incorporate UGC and influencers in their content plan and manage social policies for individual stores and employees. You’ll also hear about: • How to balance user-generated and self-branded content • The most important social metrics and networks for their brand • The evolution of social from a customer service perspective • How to use social media to change the perception of your brand • The best way to advocate for a larger social media budget To contact Bridget or learn more about Raymour & Flanigan: BSaroff@RaymourFlanigan.com | @RaymourFlanigan | www.raymourflanigan.com | www.instagram.com/raymourflanigan Be sure to follow Greg @WhatsGregDoing
36:51
April 24, 2018
Episode 021: IP Infringement in Retail and Ecommerce
For retailers, protecting your IP is hard to do. And the prevalence of third-party marketplaces, the ability to source products, and the ease of standing up a new website make policing infringement even tougher. In this episode, I spoke with Sarah Nagae, special counsel at law firm Nexsen Pruet, about the types of IP infringement, how to safely work with marketplaces and when to get your legal team involved. We also cover: • How to protect your brand from IP theft. • Whether product descriptions can be considered IP. • What to do when you spot infringement on third-party marketplaces. • When copyrights “self-arise” and why it’s important. • The effect of intent-to-use filings on new businesses. • How to handle cross-border infringement. To contact Sarah or learn more about Nexsen Pruet: SNagae@NexsenPruet.com | @TrademarksRDU | www.NexsenPruet.com We welcome your feedback and invite you to share any topics you’d like to hear about. Greg.Zakowicz@Bronto.com | @WhatsGregDoing
43:13
April 10, 2018
Episode 020: The Ecommerce of Sports With the Durham Bulls
The Durham Bulls Baseball Club has come a long way since the days of Nuke and Crash. But like all sports clubs today, they face many of the same challenges as your favorite retailers. In this episode, I sat down with Matt Sutor, director of marketing and communications for the 2017 Triple-A National Champion Durham Bulls, to discuss how they use digital marketing channels to drive ticket and merchandise sales, and how those efforts relate to the fan experience. We also attempt to answer the age-old question, "Is a hot dog a sandwich?" You'll also hear about: * How the Bulls use email marketing * The marketing tactics that work well for both retailers and sports teams * Why authenticity in social media is essential for the brand * How the Bulls market to millennials and digitally-native fans * The process behind creating theme nights at the park For more information on the Durham Bulls, contact Matt or visit them online: Msutor@DurhamBulls.com | @DurhamBulls | www.DurhamBulls.com
44:33
March 27, 2018
Episode 019: Is Customer Lifetime Value Dead?
For many marketers, customer lifetime value (CLV) is a primary KPI for identifying their best customers. Jay Dunn, partner and CMO of Chief Outsiders, believes this is a mistake. He says the concept of CLV has changed in recent years and warns that marketers must reevaluate what it means to them. In this episode, I sat down with Jay to discuss the common misconceptions of CLV, the value of post-purchase email marketing, the fine line between customer loyalty and bribery, and his life on the road as a professional musician. You'll also hear about: ** Why marketers should reevaluate the meaning of CLV. ** One thing email marketing programs are often lacking. ** How many purchases it takes to label someone as "best customer." ** The similarities between B2C and B2B companies. ** How to make more money from more people more often. For more information on Chief Outsiders, contact Jay or visit them online: JDunn@ChiefOutsiders.com.com | @JayDunnOnline | http://www.ChiefOutsider.com
39:23
March 13, 2018
Episode 018: Ted Rubin Talks 2018 Retail
The customer experience matters. Don't think so? Just ask Ted Rubin. All he wants to do is buy a pair of jeans, but one store's online experience and not-so-customer-friendly policies keep preventing him from closing the deal. I sat down with Ted - renowned social marketing strategist, co-founder of Prevailing Path and CMO at Photofy - for a wide-ranging discussion about the state of retail in 2018. In this episode we talk about: ** The next big thing in retail for 2018 ** A real-life experience that's causing one company to lose customers ** The new EDLP (everyday low price) ** The vulnerability of Amazon ** What makes someone buy from you again, and again, and again ** How important engagement has truly become for brands ** Where conversational commerce is heading is heading in 2018 Prevailing Path or Photofy, contact Ted or visit them online: TedRubin@gmail.com | @TebRubin | http://www.PrevailingPath.com | @PrevailingPath http://www.Photofy.com | @PhotofyApp
46:30
February 27, 2018
Episode 017: Dear [First Name], It's All About Personalization
Enhancing the customer experience is all about personalization. But personalization doesn't mean the same thing for every marketing channel. Email marketers need to understand how to segment, scale, and improve their personalization program, even when faced with limited resources. In this episode, I sit down with Jared Blank, senior vice president of data analysis and insights at Bluecore, to talk about finding personalization opportunities within your marketing program. We'll discuss: " Ways retailers can effectively segment and scale with limited resources. " A one day per month exercise that can enhance your email marketing program. " Strategies to find the "hidden gems" inside of your emails. " What question every CMO should be asking themselves. " Ways to make your program better one step at a time. " A personalization tool that Jared says can't be beat. For more information, contact Jared or visit them online: Jared@Bluecore.com | www.BlueCore.com | @Bluecore
37:23
February 13, 2018
Episode 016: Recapping the 2017 Holidays ... and Waffles
The holiday season generated $108 billion in online sales, nearly a 15% year-over-year increase. And mobile accounted for nearly 40% of it. But not everything went according to plan. Whose plan, you ask? Well, mine. Back in October, I made some predictions about what I thought we'd see this holiday season. So, what exactly did happen? How did my predictions pan out? In this episode I am joined by Bronto Marketing Strategist David Taitelbaum to hear how his clients prepared for the holiday season, get his thoughts on voice-assisted commerce, and find out how to make the perfect waffle.  In this episode, we discuss:  ** Which predictions hit the mark and which ones whiffed  ** Email marketing strategies from the season  ** Amazon's share of online sales  ** When segmentation becomes a bigger factor during the holidays  ** Voice assistants and holiday shopping behavior  ** Why it was easier to shop in-store than on Amazon  Follow us on Twitter: @WhatsGregDoing | @DavidTaitelbaum
49:03
January 30, 2018
Episode 015: Symmetrical Marketing and Enhancing the Happiness Quotient
If your marketing email has a 40% open rate, then 60% of your subscribers never see it. And that doesn’t include the people who haven’t signed up for your emails. That’s why it’s critical to consistently and clearly convey your message across all channels. In this episode, I sit down with Mariel Bacci, senior ecommerce strategy lead at BVAccel, to talk about the importance of symmetrical marketing and how it relates to the happiness quotient – and even how Snoop Dogg plays a role in all of this.  In this episode, we discuss:  • Symmetrical marketing and why you need it  • How to start planning a successful symmetrical marketing campaign  • The makings of a good landing page  • How user-generated content (UGC) empowers your symmetrical marketing campaigns  • Why thinking “mobile separate” may be better than “mobile first”  For more information on BVAccel, contact Mariel or visit them online:  Mariel@BVAccel.com | http://www.BVAccel.com | @BVAccel  Be sure to follow Greg @WhatsGregDoing
22:02
January 16, 2018
Episode 014: A Millennial Marketing Expert Dishes the Dirt
If a millennial eats at a restaurant but doesn’t post a picture of it on Instagram, did it happen? Millennials have started to redefine many consumer culture trends. While some people stereotype them as entitled, lazy, and unsocial, that couldn’t be further from the truth. If you want to know what millennials are all about and how to reach them, this episode is for you! In this episode, I sit down with millennial marketing expert Jeff Fromm. This guy knows millennials, and today, he gives us the real dirt on what they’re are all about. In this episode, we discuss:  • The No. 1 missed opportunity for retailers when it comes to millennials.  • Why loyalty programs often fail and what you should do to secure millennial loyalty.  • How marketing to millennials is like running a marathon.  Jfromm@BarkleyUS.com | http://www.MillennialMarketing.com | www.Barkleyus.com | On Twitter @BarkleyUS | @JeffFromm | @MillennialMktg And be sure to follow Greg Zakowicz @WhatsGregDoing
23:17
January 3, 2018
Episode 013: Mapping the Modern-Day Consumer’s Path to Purchase
If you search online for a pair of boots, those boots will follow you around the internet for weeks. But is this really what compels consumers to buy? The way people seek out and receive information has changed, which has drastically shifted the consumer’s path to purchase. No one knows this better than today’s guest, John Andrews. As the founder of Walmart’s ElevenMom’s program, John noticed the early changes in how consumers receive and digest information, and recognized the power that influencer marketing wields.  In this episode, John and I discuss:  • How the consumer journey has changed  • Why retailers are so reluctant to move away from deep discounting  • How simplicity and customer service can create brand advocates  • Amazon, legacy brick-and-mortars, and how retailers can survive.  • The channels consumers engage with the most.  • Amazon vs. Walmart: Where’s it heading?  For more information: johnandrews@prevailingpath.com | www.PrevailingPath.com | @PrevailingPath | @Katadhin
44:25
December 11, 2017
Episode 012: Real-Time Contextual Marketing and Email Personalization
When it comes to email, consumers expect personalized, engaging content. But what does that look like? Today, we have the technology to deliver personalized emails based on time, device and even the location of the user. As marketers, knowing how to use real-time contextual marketing to create a more robust email marketing strategy is critical. I spoke with Justin Foster, co-founder of Liveclicker, about how real-time contextual marketing can empower your personalization efforts and drive consumer engagement. We'll discuss:  • Real-time contextual marketing in email  • How it plays into a broader personalization story  • The differences between real-time personalization and dynamic content  • The challenges marketers face with email personalization  • How video can be part of your email and contextual marketing initiatives  • The 80/20 rule of personalization and its role in your engagement strategy For more information: Justin@LiveClicker.com | http://www.LiveClicker.com | @LiveClicker
31:21
November 21, 2017
Episode 011: Customer-First SEO and the Marketing Overlap
SEO is an ingredient, not a recipe. For some marketers, it’s not traditionally been part of their day-to-day. But with the evolution of consumer expectations, mobile dominance and the rise of voice search, there is a growing overlap between overall marketing strategy and SEO practices. I spoke with Randy Kohl, Director of Content & Digital Strategy at Gorilla Group, about how SEO is changing from a conceptual level, and how it relates to a broader content strategy from the marketing department.  In this episode, we discuss:  • The pivotal forces driving changes in SEO today.  • How content plays a role in SEO strategy.  • Planning for micro-moments and how it impacts SEO strategy.  • The evolution of voice search and its impact on SEO.  • How ad-blocking software plays into the mix.  For more information on Gorilla Group, contact Randy or visit them online: rkohl@gorillagroup.com | www.GorillaGroup.com | @GorillaCommerce  Be sure to connect with Greg on Twitter @WhatsGregDoing
20:51
November 7, 2017
Episode 010: Managing an eCommerce Digital Marketing Team
For many retailers, managing an in-house digital team can be challenging. An effective manager must continually motivate employees, provide productive feedback and encourage professional development, all while holding the team accountable for both individual and company-wide goals. In this episode, I sat down with Ryan Dobrin, Director of Marketing at Sylvane.com. Among other things, to discuss how his digital marketing team is structured, the importance of maintaining your company culture, and how he balances organizational and individual growth and goals with day-to-day responsibilities. In this episode, we discus:  • How much “cultural fit” plays into hiring new team members  • Ways to empower individuals to take on more ownership  • The biggest challenge for online retailers today  • Handling professional development within a smaller team  • What Celine Dion has to do with interviewing  For more Information: RyanD@Sylvane.com | http://www.Sylvane.com  * Follow Greg @WhatsGregDoing
32:17
October 23, 2017
Episode 009: Driving Customer Loyalty Through Segmentation and Sock Puppets
Consumers want and expect relevance in their email marketing, and retailers know this. While segmentation exists, it’s all too common that the execution is lacking. So where’s the disconnect? It could be due to a variety of factors, from the lack of internal resources to the wrong segmentation strategy. But we know that achievable opportunities are out there, regardless of the size of your marketing department. I spoke to Brett Robbins, Head of Business Development at Custora, about how retailers can use data to create a unique and differentiated customer experience.  In this episode, we discuss:  • Email sensitivity modeling  • Farketing – what is it and how does it impact your email program?  • The KPI most advanced retailers are using today  • Two things that can help you build customer loyalty  • The best way to increase your early repeat rate  • Using segmentation in social advertising  For more information: Brett@Custora.com | http://www.Custora.com  ** Follow Greg @WhatsGregDoing
41:13
October 18, 2017
Episode 008: An Ecommerce Rapid-Fire Mashup
The ecommerce and retail landscape is changing, which brings up a lot of questions for commerce marketers. In this episode of The Commerce Marketer Podcast, I talk to three of them and get their opinions on the state of retail today and what’s in store for the future. Check out our industry rapid-fire mashup of their responses and predictions. We discuss:  • The biggest challenge for online retailers today.  • Whether brick-and-mortar will survive.  • What social media means for retail.  • The most effective email marketing strategy they’ve implemented.  • Where Amazon will be in five years. Will it be more or less dominant? Why?  Connect with today’s guests on Twitter: Darren Baldwin - @EcommDarren David Taitelbaum - @David_Taite Colby Saenz - @ColbySaenz  Be sure to follow Greg Zakowicz on Twitter @WhatsGregDoing
18:52
October 18, 2017
Episode 007: A Five-Year-Old’s Views on Commerce
Five-year-olds don’t know what life was like before Siri and Alexa, or even smartphones. Touchscreens and voice assistants are simply their “norm.” But many of us are continually trying to adapt to the growing number of technological advancements increasingly influencing our day-to-day interactions. For this episode, I sat down with my five-year-old son to discuss a number of topics related to commerce today. While you might not think a child’s perspective matters, it does. In fact, the parallels between his expectations and those of consumers today are strikingly similar. In this episode, you’ll discuss:  • A five-year-old’s thoughts on voice assistants and browserless commerce  • The differences in ecommerce on smartphones vs. laptops  • Whether shipping speed really matters to a five-year-old  • His likes and dislikes with the in-store experience  • Ice cream and fish: Matthew takes on the 15-second podcast gauntlet  Follow Greg Zakowicz on Twitter: @WhatsGregDoing
11:22
October 18, 2017
Episode 006: Storytelling in Marketing That Inspires
Millennials have become quite the punchline lately. But this generation has actually been credited with changing the way retailers focus on communicating with their consumers. Join me as I welcome Jeffrey Grannis, Director of Digital at Juice Beauty, to share how the brand approaches storytelling in their marketing campaigns, and how these strategies can be applied to millennials and non-millennials alike. After all, there is a story in everything! In this episode of The Commerce Marketer Podcast, we’ll discuss:  ** Marketing storytelling and Juice Beauty’s approach to it.  ** Why retailers have been slow to adopt it.  ** How to get started and choose the right story to tell.  ** What it is about millennials that makes them so special.  ** How to balance storytelling with promotional messaging.  For more information on Juice Beauty, contact Jeffrey at:  Jeffrey@JuiceBeauty.com | www.JuiceBeauty.com | www.Instagram.com/JuiceBeauty  Follow Greg Zakowicz on Twitter @WhatsGregDoing
33:57
October 18, 2017
Episode 005, Part 2: The Future of Commerce 2.0
Technology is evolving quickly, and the way consumers interact with retailers is changing just as fast. From mobile browsing to voice commands, retailers need to take stock of the experiences they provide and how well they are meeting consumer expectations. In part 2, Something Digital’s Phillip Jackson talks with me about what he dubs “the future of commerce 2.0.” Phillip discusses the future in terms of what is currently accessible to retailers, and how they should use those tools to meet customer expectations.  In part 2, we discuss:  ** The new paradigm of mobile computing and platforms of the future  ** What the future of customer support looks like  ** The commerce of virtual and augmented reality  ** Why social platforms like Facebook no longer exist  ** What marketers need to take stock of today  For more information on Something Digital, contact Phillip at: Pjackson@SomethingDigital.com – 646-561-6600 – @PhilWinkle  ** And be sure to connect with Greg on Twitter @WhatsGregDoing
28:50
October 18, 2017
Episode 005, Part 1: Site Search and the Consumer Experience
Technology is evolving quickly, and the way consumers interact with retailers is changing just as fast. In part 1 of this 2-part interview, Something Digital’s Phillip Jackson talks with me about how the consumer experience is changing and how that affects the way retailers approach search functionality on their site. He also shares his insights on how the site search of today may look vastly different in only a few years. In part 1, you’ll hear about: ** Phillip’s background and his former life as a rock star … seriously!  ** Why you’re not competing with Amazon  ** Whether site search is the most important step in the customer journey  ** How mobile devices and spoken word affect site search  ** The biggest misconception about site search  For more information on Something Digital, contact Phillip at: Pjackson@SomethingDigital.com – 646-561-6600 – @PhilWinkle  ** And be sure to follow Greg Zakowicz on Twitter @WhatsGregDoing
26:23
October 18, 2017
Episode 004: The Future of Omnichannel
The retail industry is changing. We all know it. So what can you do about it? How will you keep up? In this episode of The Commerce Marketer Podcast, Blue Acorn Chief Marketing Officer Chris Guerra and I discuss the future of omnichannel, personalization and micro-content, as well as how to deal with the behemoth that is Amazon, among a few other things. You’ll hear about:  ** The types of personalization that are most important. ** Cross-device engagement and the omnichannel experience.  ** How customer service will transform brick-and-mortar retail.  ** Competing with Amazon in the long term.  ** And did Chris just say he’d eat Nemo?  For more information on Blue Acorn, contact Chris at: Chris@BlueAcorn.com – 561-267-8134 – www.BlueAcorn.com  We welcome your feedback and invite you to share any topics you’d like to hear about. Greg.Zakowicz@Bronto.com | @WhatsGregDoing
42:33
October 18, 2017
Episode 003: A/B Split Testing Without the Use of Big Data
Not all marketers have the luxury of working with lots of data and large CRM teams to develop client segments and buyer affinities. In this episode of The Commerce Marketer Podcast, Stephanie Urban, director of digital marketing at Tarte Cosmetics, and I will discuss why developing an A/B testing plan and segmentation strategy for today’s shoppers is critical. We’ll dig into some practical ideas for testing, reporting structures and optimization opportunities when you don’t have “big data.” A few topics covered in this episode:  ** Deciding what to test.  ** Subject line testing: Is it worth it?  ** The data points you should pay attention to.  ** How to set up a testing plan and how far out you should plan.  ** Stephanie’s amazement over hashtags and her surprising knowledge of fish.  ** Be sure to follow Greg on Twitter @WhatsGregDoing.  ** If there are topics you'd like to hear about, or if you are interested in telling your Ecommerce story, let Greg know at Greg.Zakowicz@Bronto.com
29:45
October 18, 2017
Episode 002: The Visual Side of Marketing
People are visual creatures, and now that consumers are socially connected at every second, it’s more important than ever for retailers to tie that social behavior into their ecommerce efforts. In this episode of The Commerce Marketer Podcast, Bill Connolly, Director of Content Marketing at Olapic, talks with me about the importance of visual marketing, the benefits of earned content, the manifesting trend of the convergence of frictionless and distributed commerce and what this all means for your marketing efforts now and in the future.  A few topics covered in this episode:  ** What is content crunch?  ** Earned content and how to use it.  ** How will brands be affected by voice search? ** Changing the narrative story of your brand.  ** How funny is Bill, and what exactly is a sculpin?  For more information on Olapic, connect with Bill at: bill@olapic.com – 888-399-6685 – www.olapic.com  You can find me on Twitter at @WhatsGregDoing
39:23
October 18, 2017
Episode 001: The Power of Mobile
Mobile is at the center of how people interact with brands. As a former executive with companies such as PacSun and Harbor Freight, Guidance’s Brian Beck has unique insight into how retailers can execute an effective mobile strategy. In this episode, Brian shares his thoughts and insights on the trends in mobile, how mobile is changing retailers and what they need to do to continue adapting to the mobile evolution. A few topics covered in this episode:  ** Desktop-only disorder.  ** The state of omnichannel today and what is holding retailers back.  ** How to optimize for the mobile checkout.  ** The direction Amazon is heading and how to compete with them.  ** How well Brian knows his fish.  For more information on Guidance, connect with Brian at: Brian.Beck@Guidance.com – (732) 208-2763 – www.guidance.com  ** Follow Greg on Twitter @WhatsGregDoing.  ** Topics you'd like to hear about? Interested in telling your Ecommerce story? let Greg know Greg.Zakowicz@bronto.com
30:27
October 18, 2017
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