This document provided important input into the Brooks Brothers display planning session. I was used along with additional inputs from CRM and the agency to craft the 2013 plan.
Recommendations for Brooks Brothers Video StrategyJavier Cobo
A video content strategy should take advantage of the opportunity social media allows companies to tell stories. YouTube is not limited by the thirty-second time constraint of a TV commercial, so companies can use YouTube to fully explain products or build an emotional connection with visitors. That said, entertaining 30-second spots are effective at attracting visitors.
In this content strategy recommendation, I examined how Brooks Brothers was approaching video in 2011 and recommended some future initiatives.
Ahead of the relaunch Charles de Gruchy developed a research plan working with MasterCard and GE (now Synchrony Financial). The results were a key driver of the business plan and a solid delivery on the part of GE and MasterCard
From Gold Rush to Online Gold Mine: How Brooks Brothers Used Analytics to Dri...Adobe
The website for Brooks Brothers, the company that invented the ready-to-wear concept during the Gold Rush era, is creating an online gold mine has employed website by using analytics from Adobe to increase revenue by millions of dollars by implementing a data-driven customer experience. The company’s testing and web analytics strategies with a direct feedback loop has enabled Brooks Brothers to capture and analyze online activities, and take profitable action on that information.
In this presentation, Cindy Lincks of Brooks Brothers and Aseem Chandra of Adobe (who powers Brooks Brothers’ analytics) will shared insights and strategies on how to sort through vast amounts of data to uncover hidden behavioral patterns that help to determine the best action to achieve business goals.
This presentation was presented by Aseem Chandra of Adobe and Cindy Lincks of Brooks Brothers This presentation was given at Internet Retailer Conference and Exhibition in Chicago on June 6, 2013.
The coupon activity, on Facebook had question to the fans “Where do you think the next store is launching in Mumbai?” with three options. The ones who got the right answer could get a coupon with a code.
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
Recommendations for Brooks Brothers Video StrategyJavier Cobo
A video content strategy should take advantage of the opportunity social media allows companies to tell stories. YouTube is not limited by the thirty-second time constraint of a TV commercial, so companies can use YouTube to fully explain products or build an emotional connection with visitors. That said, entertaining 30-second spots are effective at attracting visitors.
In this content strategy recommendation, I examined how Brooks Brothers was approaching video in 2011 and recommended some future initiatives.
Ahead of the relaunch Charles de Gruchy developed a research plan working with MasterCard and GE (now Synchrony Financial). The results were a key driver of the business plan and a solid delivery on the part of GE and MasterCard
From Gold Rush to Online Gold Mine: How Brooks Brothers Used Analytics to Dri...Adobe
The website for Brooks Brothers, the company that invented the ready-to-wear concept during the Gold Rush era, is creating an online gold mine has employed website by using analytics from Adobe to increase revenue by millions of dollars by implementing a data-driven customer experience. The company’s testing and web analytics strategies with a direct feedback loop has enabled Brooks Brothers to capture and analyze online activities, and take profitable action on that information.
In this presentation, Cindy Lincks of Brooks Brothers and Aseem Chandra of Adobe (who powers Brooks Brothers’ analytics) will shared insights and strategies on how to sort through vast amounts of data to uncover hidden behavioral patterns that help to determine the best action to achieve business goals.
This presentation was presented by Aseem Chandra of Adobe and Cindy Lincks of Brooks Brothers This presentation was given at Internet Retailer Conference and Exhibition in Chicago on June 6, 2013.
The coupon activity, on Facebook had question to the fans “Where do you think the next store is launching in Mumbai?” with three options. The ones who got the right answer could get a coupon with a code.
Managing Marketing Communications for Francesca'sAkanksha Jain
This plan deals with an in-depth analysis of Francesca's present marketing efforts, and suggests pointers to help make the marketing communication efforts more integrated. Topics covered are:
1. Background/Situation Analysis
2. Customer Groups
3. Program Objectives
4. Channels & Contact Points
5. Content & Message Strategy
6. Measurement and ROI
7. Budgeting & Organization Considerations
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
(ISM215) Why Brooks Brothers Moved Their Production SAP to AWSAmazon Web Services
Many organizations that rely on SAP are challenged by supporting and scaling their on-premises mission-critical SAP environments. Whether extending on-premises environments or fully migrating, organizations running SAP can realize several compelling benefits from the cloud. Brooks Brothers, a leader in the fashion industry, chose the AWS Cloud as their target platform for SAP. Learn why Brooks Brothers decided to evaluate alternatives before investing in their on-premises infrastructure, the process they used to decide, and why they ultimately went with AWS. You’ll also learn how SAP and AWS are working together to support SAP customers, and hear about best practices from AWS SAP experts.
Selling Your SEO Value Proposition to Corporate Decision MakersKeith Goode
One of the biggest challenges for in-house SEO professionals is getting corporate buy-in for technical SEO requests, SEO campaigns, and other programs that can help with the optimization of the search experience. In this presentation, Keith Goode, Chief SEO Evangelist for seoClarity, discusses how to measure and evaluate the specific costs and benefits for your value propositions ... and what to do if you fail to convince your corporate decision-makers.
This presentation was given on April 20, 2015 at Pubcon Austin in Austin, Texas at the AT&T Business and Conference Center.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
(ISM215) Why Brooks Brothers Moved Their Production SAP to AWSAmazon Web Services
Many organizations that rely on SAP are challenged by supporting and scaling their on-premises mission-critical SAP environments. Whether extending on-premises environments or fully migrating, organizations running SAP can realize several compelling benefits from the cloud. Brooks Brothers, a leader in the fashion industry, chose the AWS Cloud as their target platform for SAP. Learn why Brooks Brothers decided to evaluate alternatives before investing in their on-premises infrastructure, the process they used to decide, and why they ultimately went with AWS. You’ll also learn how SAP and AWS are working together to support SAP customers, and hear about best practices from AWS SAP experts.
Selling Your SEO Value Proposition to Corporate Decision MakersKeith Goode
One of the biggest challenges for in-house SEO professionals is getting corporate buy-in for technical SEO requests, SEO campaigns, and other programs that can help with the optimization of the search experience. In this presentation, Keith Goode, Chief SEO Evangelist for seoClarity, discusses how to measure and evaluate the specific costs and benefits for your value propositions ... and what to do if you fail to convince your corporate decision-makers.
This presentation was given on April 20, 2015 at Pubcon Austin in Austin, Texas at the AT&T Business and Conference Center.
Social Media is one of the key channels to reach consumers and the possibilities of tracking and analyzing certain actions throughout such media is simply infinite. Marketers should use and incorporate Social Media Analytics more into their overall market plan. Media monitoring platforms such as Newspoint accurately gather and present data from all the different media sources into one interface.
A deck I put together to present to member-based partners, building on a short content piece from the Member Experience Network. Stats are relevant for 2019.
Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.
This is the way I like to present my web traffic reports.
Please if you have any doubt of comment share it with me, it will help to improve my work.
Thank you very much!!
E
PS: It looks better if you download it ;)
Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.
To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.
The credit program when I started working on credit had not welcome program. Not surprisingly this is one of the key projects we began working on. Andy Scott and Dorothy Eubanks were key partners in this effort.
I was hired by Eleanor Hong, VP of Marketing, to run the marketing database RFP project. The project with multiple revisions ran from late 2007 thru most of 2008 with significant changes to the financials as the numbers came in. Not surprisingly the prices was too high and they ended up staying with Harte-Hanks
Brooks Brothers worked hard to continually optimize the site for engagement. A suite of metrics were applied to customer engagement and drove the changes you see here. This was an ongoing effort in marketing.
GE and Charles de Gruchy prepared monthly and quarterly updates on the business. Andy Scott, for GE, lead his team and coordinated with Brooks Brothers. Andy's solid leadership and easy collaboration made the process an easy one.
Documentation of the process steps and deliverables at each stage for segmentation, monthly reports, standard reports, category and field reporting, etc.
The purpose of the document was to summarize strategies, results and points of view that had been discussed previously for a marketing team review and discussion.
Toys R Us had run the business on a frequency segmentation plus ad hoc merchandise and offer characteristics. This test was part the effort to standardize analytics across the business and build learning around how the segmentation would perform under specified circumstances.
I do this every year to see what's changed. There are several sites that can do it. Load in your resume and there you go. It's fascinating to see what is really important.
We realized the following and worked quickly to build this into our strategic plan:
1. Listen to when customers opt-in and out of messaging – across every channel
2. Give customers control over marketing frequency
3. Listen not just to opt-ins and opt-outs, but to the type of messaging customers want to receive
4. Give customers the ability to manage preferences not just on the website, but wherever they interact with your brand
5. Ensure that the preference data marketers have is in a single place and is always up to date
More from Leadership for Directors | VPs of CRM & Analytics in the Greater New York City Area (20)
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. Ideal DTC digital marketing funnel approach
The ideal comprehensive digital
marketing funnel is calling out to
the target audience with strong
marketing messages/offers
regardless of where the
consumer mindset is within the
funnel. And utilizes a media
portfolio approach in media
planning/execution. Each media
channel/placement serves a role
in each section of this funnel.
Best practices are applied to the
media plan, buy, optimization
and founded on 360
tracking/measurement
Awareness
Interest
Desire
Decision
Action
3. Problematic DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Focusing on bottom of
the funnel only
(affiliate, paid and
organic search) inhibits
ability to prospect and
scale.
4. By Channel DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Display (Prospecting)
Non Brand Search
Social Media
Organic Non Branded Search
Display (Targeted)
Display (Facebook)
Display (Retargeting)
Branded Paid Search
Branded Organic Search
Affiliate
6. Display Drives Awareness
• Effect of Display on the
rest of the Funnel…
• According to Comscore,
Retargeting increases
branded search by over
1000% within 4 weeks
of ad exposure.
• Typical attribution
report (Convertro
example) showing path
and influence by
channel.