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InsideFMM | October 1, 2014

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5 Digital Marketing Strategies from WWD Digital Forum

5 Digital Marketing Strategies from WWD Digital Forum
Laura Kudia
  • On 10/25/2012
  • http://laurakudia.tumblr.com

At the WWD Digital Forum Fall Conference, top digital marketing masterminds shared their insights into leveraging social and digital platforms to enhance the consumer experience behind some of our favorite luxury brands. Below are a few of FMM’s top five highlights:

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1. Use Instagram to drive ecommerce sales. Uri Minkoff, founder and CEO of Rebecca Minkoff, believes in the power of turning a simple snap on Instagram to conversion. Starting in early September, Rebecca Minkoff posted an Instagram every Wednesday of an exclusive deal, offer, or experience with Rebecca to drive consumers to the eCom site. Uri says the consumer reaction has been phenomenal. After seeing an Instagram offer, shoppers are driven to the eCom site to continue that one-of-a-kind experience. It’s about driving to the ecommerce site, gaining Email addresses and influencing purchase decisions.

2. There is no online and offline strategy. There’s only one omni-channel strategy in retail, says Daniella Vitale, COO and Sr. Executive VP of Barneys New York. That’s what omni-channel retail means: consistency through all these worlds. “The biggest mistake that retailers make today is making different silos to run different channels. Then there’s no consistency in the message.” The customer expects to find the same message in the creative direction and marketing message.

3. Leverage analytics to enhance email marketing practices. Aaron Shockey, VP of digital marketing and advertising at Neiman Marcus, uses three pillars for email marketing success. “First, we may not have all the information we need about a consumer, but let’s leverage the things we know,” Aaron says. Does one image do better than a text only image email? Or do multiple images increase curiosity? Then, Aaron employs a segmentation and optimization strategy. Take what you know about the consumer based on his/her browsing history. Finally, personalize to have one-to-one email communication. “We found that it’s not only relevant, but the customer finds it of incredible value and actually asks for it,” Aaron says. A prime example is of Neiman Marcus’ shoe emails: NM knows if someone is interested in Manolo Blahnik and the consumer gets a lot of value from a “new arrival” Manolo Blahnik email. As a result, the eCom site receives a lift in traffic and sales.

4. Be the digital advocate within your company. Julie Bornstein, SVP of Sephora Digital, understands the value of digital for retailers. She believes if your brand extends outside the traditional brick and mortar, then your number one job is to advocate digital. Depending on how your CEO and your company works, you in that role cannot be underestimated, Julie says.

5. Cross-promote content for clarity. Vice President of Public Relations for Target Dustee Jenkins knows we’re in the business of driving sales. It’s important to think through the checks-and-balances. “You can’t justify resources if you can’t speak to how you’re driving sales,” Dustee says. “We’re also making sure our channels are talking to each other. We’re carefully linking to our Facebook and Twitter page because it’s not enough to function as just an eCom site in a silo. Your channels have to talk to one another otherwise you’ll confuse your guest.”

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