Diante desse mercado e oportunidade, desenvolvi com objetivo de analise acadêmica esta apresentação que traz uma visão de estratégia de Branding e Marketing Digital para a marca Riot e seus produtos.
The 2019 Direct to Consumer Omnichannel Growth SummitTinuiti
In 2018 the ecommerce landscape was flipped on its head disrupted by direct to consumer (D2C) brands from Warby Parker to Moon Juice. This Summit will provide brands with cutting-edge D2C strategies to accelerate brand growth in 2019.
Whether an aspiring D2Cbrand or optimizing your current strategy, hear from seasoned marketing experts on how to best set your brand up for success this new year. Join our free full-day virtual conference and hear 4 back-to-back expert sessions all while from the comfort of your home or office.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
Brand Restart 2023: Vojtěch Prokeš - Strategie malé značkyTaste
Řešíte strategii pro malou značku? Spojte ji s některou ze zákaznických potřeb, jinak plýtváte jejím potenciálem. Na konkrétních příkladech si ukážeme, jak hledat potřeby svých zákazníků. Jak najít ty, které souvisejí s vaším brandem, jak změřit jejich sílu a zvolit ty, které pomohou vaší značce vyrůst.
This portfolio summarises the key aspects of product launch covered in the Mello product case study, such as product validation, roadmap creation, pre-launch communication planning, product launch checklist, MVP strategy development, Crazy 8 sketches, product strategy implementation, product signals, moats, bets, metrics, launch strategies, and AARRR metric product performance evaluation. To access the full case study, click here: https://www.jademediapro.com/projects#casestudy
This deck was prepared for the #BASummitSA workshop last year (2017).
Sipho and I were trying to show how easy it is to be more creative as a Business Analyst by incorporating Design Thinking principles, processes and artefacts
Diante desse mercado e oportunidade, desenvolvi com objetivo de analise acadêmica esta apresentação que traz uma visão de estratégia de Branding e Marketing Digital para a marca Riot e seus produtos.
The 2019 Direct to Consumer Omnichannel Growth SummitTinuiti
In 2018 the ecommerce landscape was flipped on its head disrupted by direct to consumer (D2C) brands from Warby Parker to Moon Juice. This Summit will provide brands with cutting-edge D2C strategies to accelerate brand growth in 2019.
Whether an aspiring D2Cbrand or optimizing your current strategy, hear from seasoned marketing experts on how to best set your brand up for success this new year. Join our free full-day virtual conference and hear 4 back-to-back expert sessions all while from the comfort of your home or office.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Pragmatic Product Strategy - Ways of thinking and doing that bring people tog...Jonny Schneider
Presented at XConf Tech Manchester in 2014 - Video at http://thght.works/1xdSvqK
This talk explores new ways of framing the work we do in order to create effective software products. A super-pragmatic model of thinking and doing that promises to bring together technologists, designers and business folks alike, across the entire software delivery lifecycle.
Brand Restart 2023: Vojtěch Prokeš - Strategie malé značkyTaste
Řešíte strategii pro malou značku? Spojte ji s některou ze zákaznických potřeb, jinak plýtváte jejím potenciálem. Na konkrétních příkladech si ukážeme, jak hledat potřeby svých zákazníků. Jak najít ty, které souvisejí s vaším brandem, jak změřit jejich sílu a zvolit ty, které pomohou vaší značce vyrůst.
This portfolio summarises the key aspects of product launch covered in the Mello product case study, such as product validation, roadmap creation, pre-launch communication planning, product launch checklist, MVP strategy development, Crazy 8 sketches, product strategy implementation, product signals, moats, bets, metrics, launch strategies, and AARRR metric product performance evaluation. To access the full case study, click here: https://www.jademediapro.com/projects#casestudy
This deck was prepared for the #BASummitSA workshop last year (2017).
Sipho and I were trying to show how easy it is to be more creative as a Business Analyst by incorporating Design Thinking principles, processes and artefacts
The product roadmap is a plan of action that outlines of tactical steps to execute the product strategy pushing the product ahead in the trajectory of planned direction in alignment with the product vision while accomplishing short-term and long-term product objectives
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Product management boils down to owning the vision, design, and execution for your product. This presentation walks you through the roles and responsibilities of product managers and attributes of the most successful product folks.
Enjoyed this presentation? Subscribe to my weekly essays at http://www.sachinrekhi.com
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
A Complete Digital Marketing Strategy presentation for the KETHEA organization.Knowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Jan '23), worked for three months and presented a complete digital & social media marketing strategy for the KETHEA organization.
This presentation features an "Advanced" Business Model Canvas. Building on Alexander Osterwalder's Business Model Canvas and Business Model Environment as well as Rod King's Value Chain Map. New elements are added to the Business Model Canvas while maintaining the visual structure of the original canvas.
Using the Advanced Business Model Canvas, you'll be able to carry out business model planning, analysis, design, and performance management such as in the following tools and techniques:
* Balanced Scorecard
* Strategy Map
* Value Chain Analysis
* Root-cause Analysis
* Process Analysis (as in Six Sigma)
The Advanced Business Model Canvas is envisioned as a 'one-stop tool' that facilitates 3D-Business Model Planning.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
The product roadmap is a plan of action that outlines of tactical steps to execute the product strategy pushing the product ahead in the trajectory of planned direction in alignment with the product vision while accomplishing short-term and long-term product objectives
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Product management boils down to owning the vision, design, and execution for your product. This presentation walks you through the roles and responsibilities of product managers and attributes of the most successful product folks.
Enjoyed this presentation? Subscribe to my weekly essays at http://www.sachinrekhi.com
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
A Complete Digital Marketing Strategy presentation for the KETHEA organization.Knowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Jan '23), worked for three months and presented a complete digital & social media marketing strategy for the KETHEA organization.
This presentation features an "Advanced" Business Model Canvas. Building on Alexander Osterwalder's Business Model Canvas and Business Model Environment as well as Rod King's Value Chain Map. New elements are added to the Business Model Canvas while maintaining the visual structure of the original canvas.
Using the Advanced Business Model Canvas, you'll be able to carry out business model planning, analysis, design, and performance management such as in the following tools and techniques:
* Balanced Scorecard
* Strategy Map
* Value Chain Analysis
* Root-cause Analysis
* Process Analysis (as in Six Sigma)
The Advanced Business Model Canvas is envisioned as a 'one-stop tool' that facilitates 3D-Business Model Planning.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A brief overview of the IMPRiNT Digital Agency capabilities and services. We help clients maximize their growth and potential through digital development and marketing. A few of our key services include website development, web design, seo (search engine optimization), user interface design, social media marketing, and online media buying for mobile and web. More on our services at www.imprint.la.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
What is multi-touch point attribution, and which model perfectly defines your customer's buying journey? Read our expert blog to learn more.
https://www.virtueanalytics.com/multi-touch-point-attribution/
Top new solutions from Google just in time for the 2016 holiday season. In this brief, we'll update you on the latest offerings and discuss the best ways that retailers can implement them.
PLA 2.0: Strategies to Improve Your Program and Your PerformanceAdlucent
Congratulations, your PLA program running, growing and generating revenue for your business. Whether or not you’re happy with how it’s performing, one fact remains, you can always do better. PLAs have come a long way since their introduction in 2012, and if your program hasn’t changed much since you rolled it out, you’re probably missing big revenue opportunities.
We will break down how to audit and accelerate your program from two fronts—your product feed and your strategy. Download this white paper to:
- Ensure you’re capturing all relevant traffic
- Expand the number of products that are eligible to show PLAs
- Map search queries to the right products based on intent
- Select the best data to use in your bid management strategy
- Restructure your account to allow for growth
Here’s your digital marketing playbook for the retail industry in 2021Jeremy Mays
One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing. In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.
As technology advances, it is getting more integrated into our daily lives. There is no difference left between what we do in real life and what we do online.
5 Omnichannel Strategies to Deliver an Effective Retail ExperienceMarianne Harness
An omnichannel solution gives users the liberty to choose a variation of touchpoints. Also, a successful omnichannel strategy eliminates silos to maintain a seamless experience that, in turn, helps optimize the customer journey. Check out this blog to find out the 5 Omnichannel strategies to deliver an effective retail experience.
Understanding branding ROI is essential for small to medium-sized service-based business owners and personal brands looking to maximize their marketing investment. With the ever-changing digital marketing environment, it is essential to assess how your branding efforts are driving returns.
This post looks at the significance of having a strong brand in developing consumer preference and long-term commitment. We’ll discuss various valuation tools that can help you measure your branding ROI accurately by understanding key factors that contribute to your brand’s worth.
Download our FREE EBOOK to help you decide if now is the time to bring in the big guns (an agency) or roll up your sleeves and DIY for a bit longer: https://bit.ly/3N6CW0i
Top Conversion Rate Optimization Tips for 2022 (1).pdfVOCSO Technologies
Conversion Rate Optimization (CRO) is a process that can be improved through careful planning, execution, and analysis. By following the steps in this checklist, you’ll be on your way to improving your website’s conversion rate.
Is your company ready for Christmas? Our free retail guide is full of helpful tips and tricks to make sure that you have your marketing covered from A-Z.
Influencer marketing for startups - Beerajaah Sswain ConsultingBeerajaah Sswain
How Startups can use branded content and influencer marketing to fuel their awareness and build a stable conversion funnel.
Visit us at www.beeraajaah.me
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. Before we set out to
acquire customers and
add scale to our marketing
efforts, here are a bunch
of things that we must
ensure having in place.
DirecttoConsumer
FIRST - GET
THINGS IN
ORDER
3. DirecttoConsumer
01
BRAND
STRATEGY
It is important to get your brand strategy in place.
This is the bedrock of how your products are going
to resonate with your customers and eventually
drive sales.
This will lead to extremely good ROAS in the due
course of time. If you are able to generate
awareness and consideration through tectical
messaging then it is only going to add on to your
overall ROI metrics.
4. DirecttoConsumer
02
PRODUCT
PAGE
This is where all the action happens.
Get the "buy now" and "add to cart" buttons on top
of the fold. Indicate price advantages clearly.
Indicate loyalty pts. cash backs whereever possible.
How is the mobile experience? Are the buttons big
enough to be clicked by thumb? Is the product
shareable? Many people share the product link
before they buy things - make sure the headers and
titles are perfect when someone shares over
Whatsapp + social channels. Do the product pages
have reviews, ratings, testimonials?
5. DirecttoConsumer
03
CUSTOMER
SERVICE
People will always have queries during their
purchase journey, especially when you are a new
D2C brand. Make it easy for them to ask for help.
Deploy a live chat bot - Tidio, Verloop, Haptik etc.
works well. Make sure the FAQs section is updated.
Invest in a WhatsApp business account infra.
Please mention working hours so customers can
reach in times when they can have a quick
redressal.
6. DirecttoConsumer
04
COD
PRODUCTS
This is a very debatable point. But remove COD for
your lower order products just for the fact that is
works well. Incentivise customers to pay upfront by
giving something. A simple way could be sending
email to a customer who has just placed a COD
order and offer a discount if they prepay that order
before it is dispatched. This discount will be offset
by lower RTO (return to origin) costs.
7. 05
AVERAGE
ORDER
VALUE
DirecttoConsumer
Focus on increasing your AOV (average order
value) through product bumdles, combo value
packs and subscription packs. Increasing AOV
means increasing ROI. The cohort delivering higher
AOV can then be used to cross-sell your lower
order products.
8. DirecttoConsumer
06
DROP
OFFS
In order to increase conversions find points of
friction, mostly where the customer drops out of
the buying journey. Check heatmaps to find the
pages where these drop offs happen between
homepage till the checkout. Use abandoned cart
automation to get back customers who have exited
at the last point before making a purchase.
9. DirecttoConsumer
07
RETENTION
BASE
1 out of your 4 customers coming back M-O-M is a
far better strategy rather then acquiring 20% new
customers every month. Optimize your retention
marketing efforts to cross-sell, up-sell and figure
out the campaign that are giving you the best
ROAS. Check the cohorts that are converting every
month and see where you can optimize.
10. Once you have things
pretty much in order and
have started on your D2C
journey here are some
optimization basics to
start uplifting the
experience of your
customers
DirecttoConsumer
OPTIMIZATION
BASICS
11. PAGE/ APP
LOAD TIME
DirecttoCustomer
01
You will need to optimize your images, server and cache. Make sure
your site is optimized specifically for mobile + tablet views - as most
of the traffic will be from mobile devices. Use AMP (accelerated
mobile pages) if required as this will also help in your paid search
campaigns. 57% of people leave a page that takes longer
than three seconds to load, you have an enormous opportunity to
increase website traffic just by increasing site speed. People are
impatient, and with the rise of micro-moments, they want
everything INSTANTLY.
12. BUTTONS &
CTAs
DirecttoCustomer
02
This is critical. Check for all the action buttons. Make sure CTAs are
above the fold. Ensure that buttons are buttons and not lost in
translation especially on the mobile. Also optimize the design for
dark mode. Use social button forms which people are already used
to on Facebook and Instagram. This adds a lot of familiarity to the
customer and it ends up improving your CTRs and ROAS.
13. ABOVE THE
FOLD
DirecttoConsumer
03
Make sure that all the significant buttons and content are there
above the fold. All of DTC brands get it horribly wrong more times
than you think. Here is how it should be:
Title > Description (bullets)> Price Cut (Discount)> Rating (in
stars)> Units> Add to Cart + Buy Now
Depending on the journey that you envisage for your consumer you
can make one button prominent than the other here.
14. CHECKOUT
PROCESS
DirecttoConsumer
04
Make it tough for any consumer to rationalize a buying decision,
which means taking their mind off the price, features & benefits, etc.
The opportunity is in not enabling the brain to rationalize beyond a
point and push enough stimulus that it just rides through pure
emotion. Suggest a set of offer coupons, fast-checkout prompts,
FOMO tickers and cash-back + pay later options to make the deal
sweet. Also a timer for checkout that gives people an extra discount
if they checkout in 20 seconds is a feature worth trying. Ensure that
applying coupons + redemption of loyalty points etc. is easy to do.
Single sign on (SSO) logins also help the cause immensely.
15. KEYWORD
RELEVANCE
DirecttoConsumer
05
While designing the content in landing pages keep in mind that you
will be using paid media and organic media and drive prospective
consumers here. Keyword relevance means that what you say about
your products on your landing pages need to be relevant to your
ads. The better the relevance is the lower is your cost of acquisition
and higher ROAS. Do not use clickbait content, as this will never
take your D2C brand anywhere.
16. POST
PURCHASE
This can make or break a relationship with your customer who has
just placed an order with you on your website rather than a
marketplace. Your order processing backend and logistics provider
have to pass the baton every-time seamlessly without dropping it.
Timely notifications with order tracking delivers real customer
delight and also lowers your RTOs. Make sure your after sales
communication is buzzing, even it comes close to too many
notifications.
DirecttoConsumer
06
17. ORGANIC
EFFORTS
DirecttoConsumer
07
Look beyond your own site for optimization. Of course, get your on-
page sorted, images tags, alt. + meta tags in place, internal links in
order and ensure that you have enough blogs that are indexed - but
super important to also focus on getting videos on YouTube and
articles across the internet through off-page optimization - these
get super well indexed and lead to organic traffic via backlinks if
done well. This increases your domain authority and gives a steady
stream of highly converting consumers consistently.
18. While you are on your way
to using paid media and
driving more acquisitions
and sales, here are bunch
of growth hacks and tools
that will make it easier and
faster.
DirecttoConsumer
GROWTH
HACKING -
MEDIA
19. Before you start your campaigns here are some integration
that will have to be done.
- Integrate google shopping through merchant centre
integration and catalog syncing
- Facebook and Instagram shop through catalog linking
Pixels on your website to run and track ads
- Getting an ad account running on Facebook and Google
linked to a credit card, to begin with, and then moving to a
credit model with a good history
- Get photography and content made that is commerce
friendly
01
SETUP
DirecttoConsumer
20. 02
TARGETING
Sharpen your audience cohorts by using interest, time of
day, geography, gender, engagement, behaviour and usage
of other ecosystems of apps. In-market audiences and
affinity audiences are a great mechanism to reach out to
people who will resonate with your products more than
others. Keep optimizing these combinations to find the best
converting cohorts and those delivering highest ROAS. Also
be mindful that campaign algorithms take time to learn and
you give ample time to every change you make to
understand the effects.
DirecttoConsumer
21. PIXEL AND
CONVERSION
DATA
03
This is one of the most ignored aspect that is missed out by
brand marketers. Pixel and conversion data can be used on
an open audience to find out the next most converting
buyer. You will be surprised by the results that can be
delivered as the platform algorithms learn from the pixel
and conversion data and find out more customers with out
any sharpened targeting. This contradicts our earlier point
but every brand works in a different way and this worth
giving a shot within your growth hacking strategy.
DirecttoConsumer
22. 04
COMMUNICATION
& MESSAGING
Have different messaging for different cohorts. A/B Test
with multivariate ad groups. Try varying combinations of
language + CTA + order of lines. Split audience comms by
gender, time of day etc.
Ads are also a part of your brand identity. Try to experiment
within a certain tone and style, this subsconciously embeds
into your consumer's mind over time. Innovate with the
form and style. Use videos and gifs as they are better
performing format than static banner ads.
DirecttoConsumer
23. 05
NEW PLATFORMS
Always keep a small budget to test and learn. These should
ideally be used to try out new platforms. There are some
really good performing platforms that are new and has less
competition there. Some of them are Tik-Tok, Smytten,
Meesho, Bulbul, Pinterest, etc. Try these out to increase
your reach and ROAS.
DirecttoConsumer
24. 06
CUSTOMER DATA
Slice your customer data into sharper audiences. It doesn't
work with small data sets / redundant (read, old and
abused) cohorts, but if you run an awareness campaign and
get traffic through that - use it to churn LALs (lookalikes)
and remarket it judiciously. Stick to a frequency of 3-4 that
is an ideal repeat number from a frequency<>recency
aspect. Check attributions over 28 days.
DirecttoConsumer
25. 07
EMAIL POWER
Emphasize on growing your subscriber list. This is virtually
a gold mine that will deliver for you time and again. Don't
bulk email your entire audience list. Split it into smaller
subgroups using tags, and send the email in tranches. Most
importantly, don't load it with images and graphics.
Optimise for the mobile screen. Make sure you have your
domain authority sorted before you start doing this
exercise. And yes, do not spam your audience and keep
good intervals across email campaigns.
DirecttoConsumer
26. 08
AUTOMATE
nce you have mapped the user journey, make sure your
communication triggers are in-place and automate emails,
push-notifications and SMS through platforms like
WebEngage, Clevertap etc. This also helps with the
conversion + retention + upsell funnel. However wait for
your brand presence to mature a bit before you start doing
this as this will demand time, effort and money.
DirecttoConsumer
27. WIN THE GAME
DirecttoConsumer
UNIT
ECONOMICS
Net profit per unit
sold
PRICING
Discounts, Combo,
Subscriptions
SPEED
of execution, NPD,
GTM, Logistics, etc.
CUSTOMER
DELIGHT
Enables repeat
buyers
DATA FOCUS
Segment and
custom messaging
CONTENT
Long-term organic,
High ROAS
28. DirecttoConsumer
TECH STACK
SHOPIFY Plug and play ecommerce engine
SHIPROCKET Logistics as a servive
VAMASHIP
MAILCHIMP Emailing & Retention Marketing
KLAVIO
FRESHDESK Customer service
WHATSAPP Live Chat integration, plenty other options on Shopify
Then there are a host of apps for COD (Cash of Delivery) verification, order
verification, SMS updates, Push Notifications etc. that are available as plug
and play services.