Archive for Lori Luechtefeld

The content marketing conundrum

Posted by Lori Luechtefeld on September 8th, 2014 at 12:46 pm

Content marketing: Everyone is talking about it. Everyone is selling it. Few are doing it. And even fewer are doing it well.
That's the content marketing conundrum we're faced with today, said Adam Kmiec, senior director of social media and content at Walgreens, at the iMedia Brand Summit in Coronado, CA. The best content isn't necessarily what's getting the most eyes or accolades.

To truly tap into the power of content marketing, organizations need to be wired correctly. At Walgreens, these are the six building blocks that have set the stage for success, Kmiec said:
1. Understand and define the scope of your content: Think in terms of paid, owned, and shared media, as well as the platforms and technologies that will comprise your content.
2. Set a bar from which you will not compromise: Don't go halfway and stop. You will have wasted your effort entirely. Focus on content that is linked, liquid (i.e., available across all screens), and -- the hardest part -- loved.
3. Develop filters for focus: Dig deep into your brand's DNA and discover what you do and what you do well. Let the reality and legacy of your brand inform every piece of content you create.
4. Rewire your organizational... Read more

Attribution marketing: Stop looking for "the answer"

Posted by Lori Luechtefeld on June 24th, 2014 at 1:46 pm

Weaving proper attribution throughout your marketing plan is vital -- but how can your brand do it? In a presentation at the iMedia Commerce Summit, Charlie Cole, CEO of The Line, informed attendees that he didn't have the answer to that question -- because the answer for every brand is different.
That said, there are some basic tactics that companies can implement to help tailor their attribution practices to the needs of their businesses.
"Attribution isn't just about marketing channels," Cole said. Rather, it's about devices. It's about location. It's everything, he noted. Brands today have the ability to sell products in a contextually relevant way. The trick, Cole said, is to think beyond your media and analytics strategies. When thinking about attributional marketing, you need to think of your web property as a holistic tool and then tailor it based on the data that consumers provide.
That's the approach being taken today at The Line, a modern retail company that combines rich editorial storytelling with immersive online and offline retail experiences. The Line follows customers throughout their online journey and waits to them to indicate what they want from the brand -- and when. As such, attribution at every step of the... Read more

Marketing toilet paper and money transfers: The common thread

Posted by Lori Luechtefeld on June 24th, 2014 at 1:09 pm

Marketers spend a lot of time thinking about their products. Maybe they should be spending a little more of that time thinking about the customers who buy those products. Because no matter what you sell -- be it toilet paper or financial services -- there's one key to marketing success: knowing your customer better than anyone else.
That was the key takeaway from the iMedia Commerce Summit presentation by Laston Charriez, SVP of marketing for Western Union. His days with P&G's Charmin brand taught him that even if you give people a case of your brand of toilet paper, it won't necessarily change which brand they buy on their next trip to the store. But if you deepen the relationship -- in this case, that meant gaining a deep understanding of people's worst bathroom experiences -- you can set your brand apart.
It probably won't surprise you that people's most deep-seeded bathroom nightmares revolve around the dreaded event port-a-potty. Charmin embraced those nightmares -- and took its show on the road:
That's how you turn a $1 billion brand into a $2 billion brand.  So what lessons did Charriez bring with him to Western Union? Simple: Get to know those customers better than... Read more

How many miles have you walked in your customers' shoes?

Posted by Lori Luechtefeld on June 24th, 2014 at 11:11 am

All the clever technology and internal innovation in the world doesn't amount to a hill of beans if you don't understand your retail customers and what they want from their shopping experiences. If you haven't spent time talking to your customers as they shop, you can't expect to keep pace with the rapidly evolving commerce marketplace.

In a Q&A following the opening keynote at the iMedia Commerce Summit in Salt Lake City, Kelly Thompson of Walmart.com and Nick Nguyen of @WalmartLabs both emphasized the overarching importance of putting yourself in a shopper's shoes when building your omni-channel marketing plan. Nguyen, who is head of mobile product for @WalmartLabs, spends a lot of his time in Walmart stores, experiencing the customer journey firsthand and evaluating how well the tools his team has formulated fit into that journey. "At the end of day, the customer sees the Walmart brand," he said. "They don't care how we operate internally or how our teams are structured. They see Walmart as one thing."
Thompson, SVP of merchandising, merchandise planning, and marketplace for Walmart.com, added that taking a customer-centric view means leveraging advanced personalization tools as well. "There are hundreds of millions of customers to serve, but you... Read more

The new table stakes for shopper marketing

Posted by Lori Luechtefeld on June 24th, 2014 at 9:30 am

"Omni-channel." Some marketers like to dismiss it as a buzzword -- a lovely idea, but an intangible goal.

But in fact, in the world of shopper marketing, omni-channel is the new table stakes. "Omni-channel is the new consumer minimum," said iMedia Commerce Summit host Dave Knox. "It's what you must do to compete." Addressing attendees during his welcome remarks, the CMO of Rockfish Interactive went on to emphasize the importance of understanding the latest transformations at the intersection of the digital and physical worlds. As one example, he noted the recent unveiling of the new Amazon Fire phone -- a device whose core premise focuses on the phone as a shopping vehicle.
Knox also noted that the relationship-building that is at the core of events such as the iMedia Summits ties closely into the future of our industry overall. "The thing that has transformed our industry more over the last few years than anything else is that it's not about being internally focused," he said. Rather, marketing is about building relationships, partnering smartly for the future, and learning from one another and applying those lessons to our own businesses. Only by focusing on relationships can marketers hope to prepare and adapt for... Read more