Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win
strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand
colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new
approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At
MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG
clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
Global organizations across the industry are continuing the journey to future-proof technology and data stacks against coming privacy changes and build out a "cookieless measurement stack."
Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's
effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.
The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the
QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists
number but also bottom line participation and revenue.
What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer
journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store
traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.
Kantar's full-funnel, multi-touch approach is intended to teach marketers to focus on brand building, and includes driving consumers to their website, even if the company doesn't support
Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to
be focused on the customer."