As you may know, this year’s EcomWorld event was filled with important CEO’s, brand founders and marketing specialists giving their best advice on e-commerce strategy. There were more than 80 speakers from companies such as Coca-Cola, Shopify, Amazon, Meta, etc., that gave exclusive intel on their businesses, and Quantikal was there to hear all about it.
We gathered the best of the best, and we are ready to share the highlights of each one of them. So, keep calm and keep on reading!
Gracey Ryback (DealCheats): Supercharge Your Brand’s Growth with Influencers, Amazon Live-Streaming and TikTok Trifecta
Perfecting social media marketing as a business is critical to success.
Influencers are similar to online celebrities. These influencers are considered to be more authentic and connect with their audiences to a greater degree, offering greater conversions along with strong brand support.
There are many things to contemplate when choosing the best influencer for your brand.
- Quality of content
- Audience base
- Engagement, click, and conversion rate
- Brand messaging → how the influencer presents themselves and how this relates with your business
Live streaming is set to become a $25 billion market by next year. Video is bigger than ever; brands that deploy video marketing have converted 85% of sales.
- Amazon Live-Streaming is easy for shoppers to search, with lots of pop-ups and ways to one-click purchase
- Amazon Live offers an abundance of insight into leveraging all facets of digital marketing, including influencers, social media, shopping, AND live streaming.
Use social, video content, and short-form media to connect with your audience easily and authentically. If you’re aiming to go that extra mile and work with influencers, make sure they’re genuine and already have a strong audience base that trusts them.
Kate James (The Coca Cola Company): Supercharge Your Shoppable Social Channels
It’s all about the marketing fundamentals that will get your business seen and keep those conversions rolling in.
Always listen to the customer and what they are looking for out of your brand. It’s a well-known fact that consumers are more comfortable buying products from a brand that can be found on social.
- Digital Shelf: Include best-in-class brand content across all channels to drive conversions
- Search + Display: Invest strategically across brands to drive discoverability and conversions
- Partnerships: Leverage joint programs with retailer and delivery networks, or influencers, sports, and entertainment to amplify the scale
- 70/20/10 Rule: Spend budgets efficiently for maximum ROI, but reserve funds for test + learn pilots to continue growth
The digital landscape is constantly developing. Now is your time to improve and evolve your marketing to leverage ALL kinds of media in a variety of unique ways. Don’t let NFTs and the Metaverse stop you from growing into a new and growing space.
Ted Buell (Google): Craft Top-Performing Ads with Machine Learning
Nowadays, there’s dramatic shift in the way people use digital to work, shop and explore the world around them. There have been changes in consumer behavior and higher expectations for the shopping experience and the way digital advertising works in the face of privacy regulation
Over half of shoppers begin their research on Google, and consumers are showing consistency in their shopping patterns, giving all brands an equal opportunity to influence shoppers
Impact across all of your sales channels
Nowadays its harder to trap conversions across your channels, browsers, and devices → Brands optimize every dollar invested to the right sales
Use these signals to inform Google’s automation solutions and conversion models, which help report conversions in places where traffic is limited
- Supplement first-party conversion tagging with transaction data with Enhanced Conversions → see the full picture of conversions
- Track and optimize your offline conversion in addition to your e-commerce conversions → complete picture of campaign performance
- Use first-party data to track and optimize beyond conversions → use offline conversion reports
Reach audiences that are most valuable to you
This is a way to gain a competitive advantage where you can use your own knowledge of customers to inform the marketing strategy.
- Customize first-party audience data based on specific scores, beyond just the conversion or sale
- Audiences to inform automated solutions, like automated bidding to create more effective campaigns
- Use your knowledge of your customers, like segments already defined, to create first-party audiences for your digital campaign
- Use customer match to create these audiences and apply them on top of your campaigns
- Implement automated targeting to expand your reach: use optimized targeting for customers that are more likely to convert
- Use ML-powered audiences to reach in-market shoppers: reach audiences that are strong-likelihood to purchase based on activity
Attribute value within and across media channels
- Adopt a data-driven attribution model to attribute credit across the consumer journey: use Google’s DDA model to automate attribution across all google campaigns
- Triangulate impact: use the trifecta of attribution solutions to evaluate impact across media channels: Google’s DDA, marketing mix modeling (MMM), and incrementality experiments as a holistic view of media performance to understand the impact across channels
- Explore emerging attribution tools and methodologies: attribution in Google Analytics or regression based attribution to measure the impact of digital channels
Alex Fedotoff (D2C Brands): Build a Profitable Brand with Digital Products
Some of e-commerce’s biggest challenges include increasing competition, shrinking profit margins, supply chain issues, front end acquisition is an expensive costs in the business
Ecommerce is thought out as a hybrid model, including physical and digital products. Physical products are great to build affinity with the audience, repeat purchases, consumables, and retail expansion opportunities. Digital products bring instant delivery, more consumption of the main product, therefore, more attachment to your brand and more margins.
The product customer acquisition channel
- Acquire customers with information and digital products, sell the physical products on a backend
- Sell bundles of the physical and digital products
- Sell physical products on a front end, have paid membership on a backend
- Define key result: “Loose X weight in X days”
- 8-40 minute long, informative videos with actionable tips, relatable real person, aim for 35-45 seconds average view
- Profit maximizers: if the goal is 1.1X ROAS to breakeven, order bump, and bundle products
- Throughout the challenge (7-day challenge): videos, PDFs, homework that makes a daily follow-up with customer
- Email follow-up: physical process sequences, now you can contact customers with your products: the real difference between a lead and a real customer
Maxx Blank (Triple Whale): Building D2C Brands
Third-party data is the use of multiple data sources stitched together for a more robust data profile of individuals
Today, we are experiencing the ending era of third-party analytics due to increased pressure to regulate privacy on the web.
What does this mean? Tracking will get harder, so merchants have to be more transparent and more sophisticated, self-relying on their own data. For example, Apple’s App Tracking Transparency forces developers to give users the choice to opt-out of being tracked.
Also, in-channel metrics are no longer reliable, volatility with online advertising, get sophisticated (post-purchase surveys, for example), focus on fundamentals (things the advertisers can control), diversify channels, and centralize data.
What will the advertiser need? First party data, which is the information a company collects directly from customers and owns it. Track what your customers are doing once they get to your website by using an attribution platform.
Merchants didn’t use to worry about tracking the multichannel attribution, but with strict privacy policies, its something marketers now need.
First-party data allows merchants to track ad platform-to-website activity by stitching together purchase data collected from customers to the traffic source. With a more holistic view and all metrics under one roof, you can scale with confidence. The first-party data provider will make you understand the customer journey
What does Maxx Blank conclude? Scaling Ads
The first touches of deployment and optimization used to be coupled, but now its deploying on-platform (Facebook, Google Ads), but optimizing on a first-party data platform. There are strong fundamentals, with amplification and data centralization to scale similarly to before. Data quality is diminishing, but its still there!
We will continue gathering every detail of these type of events and we’ll get back to you with the most important news. Stay tuned!
Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.