Getting Started Marketing on Instacart
Instacart is booming. It experienced exponential growth in 2020 and 63% of Instacart customers plan to use the service even more in the future. This translates to major opportunities for brands of all shapes and sizes. Instacart offers new ways to market your brand, connect with customers, and efficiently drive sales. But, how do brands get started with Instacart? How do you harness the power of Instacart to promote your brand or product? We have you covered. Join Catalyst, Instacart, and Pacvue as we share key considerations for a rock-solid Instacart marketing strategy.
In this three-part presentation, we’ll cover:
- The Landscape: We’ll explore today’s online grocery landscape, highlighting the consumer trends fueling Instacart’s ascent. Discover how consumers use Instacart today, the changing demos of Instacart users, the connection between online grocery and in-store sales, and more.
- Instacart 101: We’ll provide an overview of the Instacart Advertising platform and paid media offering, including tips and best practices for strategy and execution. We’ll also discuss the importance of product detail page (PDP) optimization for visibility and conversions.
- Leaning into the Instacart Opportunity: We’ll share real-life examples of how advertisers are leaning into the Instacart opportunity to acquire customers and drive sales, and how they are thinking about Instacart in a post-COVID world.
RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait. These RFM metrics are important indicators of a customer’s behavior because frequency and monetary value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.
RFM analysis helps marketers find answers to the following questions:
Who are your best customers?
Which of your customers could contribute to your churn rate?
Who has the potential to become valuable customers?
Which of your customers can be retained?
Which of your customers are most likely to respond to engagement campaigns?
Let's find out more with the help of Slideshare.
BirchBox the Future Business Model of E-CommerceYelena Starikova
Table of Contents
Executive Summary ii
Table of Figures ix
Introduction 1
E-Commerce 3
-Current Statistics 3
-History of E-Commerce 7
-Mobile Commerce 13
-Tablets and Future of E-commerce 14
-Advantages &Disadvantages of E-Commerce 18
Subscription Business Model 20
-What is Subscription Business Model? 20
Birchbox: the Mother of all Boxes 24
-BirchBox Overview 24
-BirchBox Healthy growth 26
-BirchBox Business Model 27
-BirchBox Challenges 33
Other Good Box Examples 34
-Lacquerous 34
-Manpacks 35
-Nature Box 36
-Why some subscription boxes are successful? 39
Failed Boxes 42
-Ellie 42
-Dollar Shave Club 44
-Rocksbox 46
-Why Boxes Fail? 47
Current Waves that are driving the Market 48
1. Social Commerce 48
2. Private Sales 53
3. Mobile / Location 54
Future E-Commerce Trends 55
1. Data is the beating heart of e-commerce 55
2. Cutting Out the Middle Man 56
3. Always-on shopping experiences 56
4.Social Shopping: Video experience in E-commerce 57
Conclusion 60
Recommendations for BirchBox 62
Bibliography 63
Appendix 76
NOTE: Guys, due to the high demand and time that I spend on sending out this report as a favor, I am starting to charge a fee of $25 if you would like to have my thesis. No more favors!
If interested, email me at starikovayelena@gmail.com
Speakers:
Shaun Pearce, CTO, Gousto
Dan Leitao, Product Consultant, Onfido
Moderator:
Liam McClary, UK Startups Segment Leader, AWS
Focus:
Product
Innovative companies operate in a loop of experimentation and learning that leads to further data-driven iteration. Whether you're introducing a brand new service, or you’re trying to improve a particular feature, it’s crucial that you’re tracking and measuring user behavior. Come and learn from AWS customers on how they’re leveraging the low cost of experimentation on AWS, best practices for A/B testing, their approach to data collection and analysis, and how they prioritize new features.
RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait. These RFM metrics are important indicators of a customer’s behavior because frequency and monetary value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.
RFM analysis helps marketers find answers to the following questions:
Who are your best customers?
Which of your customers could contribute to your churn rate?
Who has the potential to become valuable customers?
Which of your customers can be retained?
Which of your customers are most likely to respond to engagement campaigns?
Let's find out more with the help of Slideshare.
BirchBox the Future Business Model of E-CommerceYelena Starikova
Table of Contents
Executive Summary ii
Table of Figures ix
Introduction 1
E-Commerce 3
-Current Statistics 3
-History of E-Commerce 7
-Mobile Commerce 13
-Tablets and Future of E-commerce 14
-Advantages &Disadvantages of E-Commerce 18
Subscription Business Model 20
-What is Subscription Business Model? 20
Birchbox: the Mother of all Boxes 24
-BirchBox Overview 24
-BirchBox Healthy growth 26
-BirchBox Business Model 27
-BirchBox Challenges 33
Other Good Box Examples 34
-Lacquerous 34
-Manpacks 35
-Nature Box 36
-Why some subscription boxes are successful? 39
Failed Boxes 42
-Ellie 42
-Dollar Shave Club 44
-Rocksbox 46
-Why Boxes Fail? 47
Current Waves that are driving the Market 48
1. Social Commerce 48
2. Private Sales 53
3. Mobile / Location 54
Future E-Commerce Trends 55
1. Data is the beating heart of e-commerce 55
2. Cutting Out the Middle Man 56
3. Always-on shopping experiences 56
4.Social Shopping: Video experience in E-commerce 57
Conclusion 60
Recommendations for BirchBox 62
Bibliography 63
Appendix 76
NOTE: Guys, due to the high demand and time that I spend on sending out this report as a favor, I am starting to charge a fee of $25 if you would like to have my thesis. No more favors!
If interested, email me at starikovayelena@gmail.com
Speakers:
Shaun Pearce, CTO, Gousto
Dan Leitao, Product Consultant, Onfido
Moderator:
Liam McClary, UK Startups Segment Leader, AWS
Focus:
Product
Innovative companies operate in a loop of experimentation and learning that leads to further data-driven iteration. Whether you're introducing a brand new service, or you’re trying to improve a particular feature, it’s crucial that you’re tracking and measuring user behavior. Come and learn from AWS customers on how they’re leveraging the low cost of experimentation on AWS, best practices for A/B testing, their approach to data collection and analysis, and how they prioritize new features.
E-commerce giant Amazon is conducting a global media agency review.
It’s a huge piece of business. The firm spent more than $5 billion on advertising and promotional costs in 2016, according to the firm’s latest annual report. Of that total, more than $1 billion is estimated to be earmarked for measured media expenditures worldwide, most of it targeted to U.S. consumers.
It’s believed that most of the holding companies will participate in the review, although one exception is Omnicom, which handles competitor Google.
- Launched August 2007
- Only operated in Seattle
- Initially, AmazonFresh’s value proposition emphasized “a great selection and great prices and a really convenient experience”
- Partnered with local merchants to sell their products
- Amazon tapped seasoned executives with experience in both e-commerce and retail operations to lead AmazonFresh
- Aimed to keep prices comparable to grocery stores
This presentation has been made for my professional selling module at Kingston University. The purpose of this work was to adapt a Harvard business case published in 2002 to the today's economic climate.
E-commerce giant Amazon is conducting a global media agency review.
It’s a huge piece of business. The firm spent more than $5 billion on advertising and promotional costs in 2016, according to the firm’s latest annual report. Of that total, more than $1 billion is estimated to be earmarked for measured media expenditures worldwide, most of it targeted to U.S. consumers.
It’s believed that most of the holding companies will participate in the review, although one exception is Omnicom, which handles competitor Google.
- Launched August 2007
- Only operated in Seattle
- Initially, AmazonFresh’s value proposition emphasized “a great selection and great prices and a really convenient experience”
- Partnered with local merchants to sell their products
- Amazon tapped seasoned executives with experience in both e-commerce and retail operations to lead AmazonFresh
- Aimed to keep prices comparable to grocery stores
This presentation has been made for my professional selling module at Kingston University. The purpose of this work was to adapt a Harvard business case published in 2002 to the today's economic climate.
Whether you love it, hate it, or love to hate it, email is essential to the success of your e-Commerce business. And if you’re still sending “batch and blast” emails to your subscribers, then you’re missing out on valuable revenue. In 30 minutes we’ll cover 50 examples of ways you can (and should) send highly personalized, automated emails you can implement immediately.
Stay Ahead in 2020: Advertising on the Growing Walmart MarketplaceTinuiti
Walmart is one of the most exciting marketplaces today, with huge internal investment from Walmart and less seller competition than other online marketplaces. With a fast shipping program to rival Amazon Prime, Walmart is the perfect marketplace to drive conversions. While the gap in total ecommerce retail between Walmart and Amazon remains enormous, the retail giant’s ability to accelerate its growth with new innovations to reach more customers is a testament to its commitment to fighting off Amazon in the long run. Join our expert speakers to discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace.
Building a winning Digital Experience does not start with technology, instead it starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From e-commerce, to email, to mobile, through sales, and service there are many places to go, and so little time and resources. You don’t want to boil the ocean and need results. This session will discuss how to set a strategy, how to optimize, and how to leverage your organization and martech stack to win. Join Alp Mimaroglu, Head of Marketing Technology at Sysco, as he shares strategies, tactics, and actionable advice to build a better digital experience at your organization.
Key Takeaways
• Think about how to problem-solve the digital experience and think through the complexity
• Optimize your future marketing technology roadmap
• Understand the pitfalls of optimizing a digital experience and where to focus your energy
eAnalytics for eCommerce - The EssentialsGillian Meier
Essential Analytics Tips for eCommerce Websites
eCommerce Conference 2014 (South Africa)
Blue Magnet Digital Solutions
www.bluemagnet.co.za
By: Mayson Atterbury, Steven Jonker
Gillian Meier
Building a winning Digital Experience starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From e-commerce, to email, to mobile, through sales, and service there are many places to go, and so little time and resources. This session will discuss advertising, incrementality, brand value, and improving your experience.
Key Takeaways:
Driving Marketing
ROI Incrementality
Increase Brand Value
Find out how retailers can utilize 2014 purchase data to predict 2015 holiday buying.
Highlights include:
-Original research from "Turning 2014 Holiday Trends into 2015 Revenue" by Oracle Marketing Cloud and Edison Research
-Holiday retention strategies from Windsor Circle
-Successful holiday campaign examples from Artbeads
Customer segmentation is a great tool that now is build in Magento Enterprise code base. Discover how to use it to personalize a site experience based on customer attributes!
Data Driven Marketing: How to grow your online store
The presentation will cover how to create data driven marketing programs using the information collected in your Magento platform. The presentation will provide guidance on how on how to segment both your customer and product data to build data driven marketing programs.
Getting Started with Ecommerce for Food & Beverage Brands: Creating Your Chan...Christie Lee
Succinct analysis of ecommerce for food and beverage CPGs. If you're just getting into the space, I'll help you think about your online channel strategy. If you're selling online already, I share optimization strategies.
We'll cover:
1) Online Sales Landscape: who the key ecommerce players are and the underlying 2019/2020 drivers of growth
2) Creating your Ecommerce Strategy: deep dive of how Amazon, Walmart, and Direct to Consumer work and the tradeoffs of each channel
3) Optimizing your online sales: key metrics to track, questions to ask, and strategies to try for each channel
Boost Brand & Product Discovery with a Paid Social Diversification StrategyTinuiti
When it comes to investing in a holiday social strategy, you’ll want to consider leveraging campaigns across each platform that reach your target audience. For a holistic holiday strategy, discover opportunities to reach audiences (sometimes at lower costs) on Pinterest, Snapchat, and TikTok.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings
Brian Ta, Product Manager, Coinbase
Learn how to set up an A/B testing framework, and more importantly, how you should approach, design, and run SEO experiments.
TechSEO Boost 2021 - Rendering Strategies: Measuring the Devil’s Details in C...Catalyst
View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings
Jamie Indigo, Technical SEO Consultant, DeepCrawl
Everyone's buzzing about Core Web Vitals, but we often overlook critical context-- these metrics are the results of how we render content. Let's deep dive into render mechanics, strategies, performance measurement and what's the best fit for your site. As with most things SEO: it's not about what you do; it's how you do it.
TechSEO Boost 2021 - The Future Is The Past: Tagging And Tracking Through The...Catalyst
View the recording here: https://www.catalystdigital.com/techseoboost/#on-demand-recordings
Simo Ahava, Co-founder, Simmer
Server-side tagging introduces something of a paradigm shift to setting up marketing data collection for an organization. Instead of burdening the client device with the responsibility for sending data to third-party endpoints, the data streams are instead proxied through a server-side endpoint that your organization owns. This has huge implications on things like data governance, quality, privacy, security, and enrichment. Unlike traditional “server-side tracking”, where data is collected and processed server-to-server, server-side tagging lets you essentially turn a server environment into a tag management solution.
In this talk, Simo Ahava will walk you through this new paradigm, introducing concepts that some of you might remember from pre-Google-Analytics days of web analytics. But server-side tagging is just so much more. Just like tag management for web browsers broke pre-established notions of what it is to deploy marketing pixels on a site, server-side tagging is here to disrupt the outdated approach of stuffing the site full of third-party resource loads and hoping that the users won’t notice.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
New Commerce Conference: Charting a Course to Success with Your Retail Media ...Catalyst
As the retail media ecosystem becomes more complex, brands are leaning into retailers, tech platforms, and agency partners more than ever. Strong partnerships pave the way for successful retail media programs. But where do you begin? How do you build a solid foundation with key players and effectively work together toward shared goals?
Join Kroger, PromoteIQ, and Catalyst to learn how. We’ll share collaboration tips to help you make the most of your retail media partnerships. We’ll explore:
Why it’s critical to understand each retailer’s unique program
Why and how to include retailers in media and marketing planning
How to look beyond the retailer UI & front line metrics
The role of agencies in the retail media ecosystem
Speakers:
Kerry Curran, Managing Partner, Executive Director, Marketing & Growth, GroupM Services, US
Peter Johnson, Client Partner Lead, PromoteIQ
Michael Schuh, Director, Product Strategy & Innovation – Kroger Precision Marketing, 84.51°
Riyaad Edoo, Group Director, Search and eCommerce, Mindshare
The New Commerce Conference: The Omni-channel ImperativeCatalyst
Presentation:
The Age of Omni-Commerce & What It Means for Marketing Strategies
Welcome to the age of omni-commerce. From Google to Amazon, and from Instagram to Instacart, commerce is happening all around us. It is ubiquitous and omni-present. What does this mean for brands?
It means that omni-channel strategies are more critical than ever. Join this presentation as we size up the omni-channel opportunity and share tips for planning and activating an effective omni-channel program.
You’ll discover how to capitalize on commerce opportunities across search, social, retail media, and emerging programmatic channels like connected TV, audio, digital out-of-home, and more.
Panel:
Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales
Many marketers take separate and siloed approaches to in-store and ecommerce marketing. It’s time to rethink this approach. As the digital ecosystem continues to drive purchase behavior across in-store and ecommerce, brands must identify and capitalize on synergies across online and in-store.
Join our panel discussion to learn how to get started. You’ll hear from commerce experts as they discuss their omni-channel journeys and share how they’ve broken down silos to drive better performance both online and in-store.
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and B...Catalyst
Welcome to the era of omni-commerce. From Instagram to Walmart and from Google to Pinterest, consumers have many options above and beyond Amazon for online product research and purchases. How can brands effectively reach their consumers across all of today’s top ecommerce channels to dominate the digital shelf and maximize sales? Join Catalyst’s Meghan Lanvin and Kantar’s Rachel Dalton to learn how. They’ll debut new original research that explores these topics and more. Audiences will receive an unmatched look at consumers’ online shopping behavior across key ecommerce platforms for the entire customer journey, from inspiration and discovery, all the way to purchase. By comparing online shopping trends with advertisers’ investments in ecommerce platforms, the new research will also showcase opportunities for more effective ecommerce strategies.
Gain actionable insights that will help you build stronger connections with shoppers and buyers while building your long-term revenue.
Reignite Your Business with Performance Marketing: 4 Ways to Fuel Your ReopeningCatalyst
The COVID-19 crisis has forever changed how consumers engage with brick and mortar businesses. As people slowly and cautiously emerge from their homes, how do brands connect with their consumers to fuel their business reopenings and reignite sales? Join our webinar to learn how. We’ll share five ways that advertisers can use performance marketing to reach customers in authentic and helpful ways as they navigate the new physical shopping experience. Our performance marketing experts will share tips for planning and fueling your reopening through:
- DOOH: Learn how to plan for reengaging with consumers as they carefully resume commutes, travel, and shopping experiences outside of home. See how DOOH can keep you top-of-mind as consumers restart public life.
- Programmatic Audio: Discover how to be present as consumers develop new routine of podcasts, playlists, and more. Grab their ears and reengage via programmatic audio as they adapt to their new normal.
- Local Search & Waze Ads: Learn how local search strategies and Waze Ads can increase your visibility as consumers search for conveniently located stores and physical locations. Provide helpful and handy information to assist them on their new shopping journey.
- Yelp: Yelp has launched several new features to help large chains connect with consumers during Covid-19. Learn how brands are leveraging these tools to engage with the 90+ million monthly consumers visiting Yelp looking to transact with a local business. As the most trusted source of local business content, Yelp continues to be an essential tool to connect consumers with brands as locations adapt to the new normal.
Reignite Your Business with Performance Marketing: 4 Ways to Dial-Up Brand In...Catalyst
View the webinar recording here: https://register.gotowebinar.com/register/3145175408392840464
COVID-19 has shuttered stores and changed the physical shopping experience as we know it. As we cautiously approach a new normal, how can brands remain relevant and create meaningful consumer connections that fuel business growth and in-store sales in the future? Join our webinar to learn how. We’re uniting experts from across Catalyst and Xaxis to discuss innovative ways to use performance marketing to reignite interest in your brand and prime consumers for your reopening.
You’ll uncover how to:
- Uncover insights that drive authentic and helpful messaging. Through our approach to advanced analytics and FUSION tool, we’ll share strategies for unearthing data points that bring you closer to your consumers and their challenges, inspiring communication that is pragmatic, relevant , and helpful.
- Improve organic visibility through SEO. With some advertisers pausing or reducing paid media initiatives, earned media channels have become more important than ever. Discover how to maximize your organic visibility in traditional search engines and why it will pay dividends post COVID-19.
- Strategically leverage influencer marketing. You’ll learn how to interact with consumers through trusted creators and create a platform for authentic engagement that is sensitive to the times. We’ll share a simplified approach to discovering the best influencer match for your brand.
- Reach audiences at home with CTV. We’ll share some of the biggest opportunities for marketers (especially as it compares to traditional TV buying) to message their audiences and drive business outcomes as consumers continue to make the jump to CTV at home. You’ll learn how to eliminate wasted impressions, employ more granular audience targeting, and take an enhanced approach to measurement.
Evolve Your Social Commerce Strategy: Thinking Beyond FacebookCatalyst
Are you looking to step up your social commerce strategy? A best in class social commerce strategy leaves no stone unturned. Catalyst’s webinar slides are available so you can learn how to expand your social commerce strategy beyond traditional tactics on Facebook and Instagram. You’ll discover innovative ways to leverage additional platforms, like Pinterest and Snapchat, to unlock niche audiences and drive more sales for your business.
Key Takeaways:
• Purchase Drivers vs. Purchase Influencers: Discover what social platforms drive purchase vs. influence purchase and how each can have a key role in your commerce strategy.
• Budget Fluidity: Learn about the importance of budget fluidity when it comes to a multi-platform social commerce strategy and how budget fluidity can impact campaign efficiency and consumer touch points.
• Pinterest Opportunities: Explore audience propensity and the commerce opportunity on Pinterest, including Standard Pins, Shop the Look Pins, & Product Pins
• Snapchat Opportunities: Explore audience propensity and commerce opportunity on Snapchat, including Snap Ads, Story Ads, Collection Ads, & AR Len
Want to make 2020 a record-breaking year for your B2B business? Check out our webinar slides to learn how to use SEO to grow traffic and increase qualified leads.
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.
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.
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.
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.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
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.
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.
3. What is the New Commerce Conference?
• Digital commerce thought-leadership to
prepare marketers for the changing world of
commerce.
• Insights, tips, & recommendations to better
understand today’s consumer and maximize
online & in-store sales.
• Expert perspective from industry trailblazers.
The New Commerce Conference
Schedule: 1 – 2:30 pm ET every Weds.
Next Up:
October 14th:
• The Age of Omni-Commerce & What It Means
for Marketing Strategies (presentation)
• Less Silos, More Symbiosis: Omni-Channel
Strategies to Drive In-Store & Ecomm Sales
(panel)
Register: https://www.catalystdigital.com/the-
new-commerce-conference/
3
5. Housekeeping & FAQs
5
Will recording be shared?
Yes!
Will slides be shared?
Yes!
How do I ask a question?
Type your question in the "[Enter question for staff]"
field. Only the presenters see the question. Questions
will be addressed at the end of each session.
Other questions?
Email info@catalystdigital.com.
9. of internet users will make at
least one online grocery order
through a digital channel in
2020
Online Grocery is Booming
9
https://content-na1.emarketer.com/nearly-half-of-internet-users-have-purchased-
groceries-online
53%
10. Instacart Quickly Adapted to Meet Consumer Needs
10
500%
Increase in order
volume
35%
Increase in average
basket size
15x
Number of Care
agents
1500+
New pickup locations
100+
New or expanded
partners (400+ retailers)
4k+
New stores (30K stores)
2x+
Number of shoppers
(500K shoppers)
Consumer Growth Retailer Growth Operational Growth
Stats reflect growth during first half of 2020
Source: Instacart
11. Instacart’ customers are moms, dads,
busy heads of households, seniors,
students, and more.
• Instacart’s customers are primarily female (82%)
between the ages of 25-44 (48%) and 55-75 (32%)
• Nearly 40% of customers are parents (37%)
• More than 50% of customers have full-time jobs
(57%)
• Nearly 15% of customers are retired (13%)
Instacart is for Everyone
11
Source: Instacart
12. 63% of Instacart users plan to
use the service more in the
future.
12
Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
13. Quick Pivots to Capitalize on Demand
• Rapid growth in online grocery has
required reprioritization of
marketing efforts to take advantage
of shifting demand
• Opportunity for brands to redeploy
budget and re-evaluate their online
grocery strategy to capture and
own market share
14. Tossing Legacy Grocery Strategies
• Online grocery platforms are
different from a grocery store
planogram
• Getting shoppers to build online
baskets is more challenging since
they are not walking through the
store to find key products
• Brands are trying to understand
online shopping behavior to
influence brand consideration
15. A Unique & Timely Opportunity For Brands of all
Shapes & Sizes
• Low CPCs (compared to other ecommerce
platforms)
• Opportunities for advertisers above/beyond
traditional grocery & CPG:
• Alcohol & spirits
• Health & beauty brands (Instacart recently
added Sephora to its marketplace)
• OTC
• Household categories
• Opportunities for advertisers with highly perishable
products who have not had a strong ecommerce
position in the past.
16. Brands who invest early will have the advantage of
increased visibility in their category, and the opportunity
to establish a customer relationship on the platform and
earn that customer’s loyalty.
Rachel Dalton, Director Ecommerce & Omnichannel Insights, Kantar
Source: Catalyst & Kantar, The State of Ecommerce 2021, Original Research
18. Instacart Confidential
How Does Instacart Work: Placing an Order
18
Enter your zip code & select a
retailer in your neighborhood
Shop that retailer & add
items to your cart
Select a Time
for Delivery
Place order
& pay
Delivery fee waived with an Instacart Express membership
$3.99
$3.99
$3.99
$3.99
$3.99
$3.99
$3.99
$3.99
$3.99
19. Instacart Confidential
How Does Instacart Work: Delivering an Order
19
Instacart shopper picks items from
selected store & communicates
with the customer
Instacart shopper pays for items in
store with an Instacart
credit card or Apple or Google Pay
Instacart shopper delivers
to your doorstep or use
contactless delivery
Some items were not at Safeway. Instead,
I found these replacements!
Wasa Sourdough Swedish Crispbread
20. Instacart Confidential
How Does Instacart Work: Adding Items to Cart
20
• Over time, consumers become more reliant on their personalized list of previously purchased items
• By a customer’s 10th order, conversions increasingly come from the “Your Items” aisle
22. Instacart Confidential
Keys to Winning in Online Grocery
22
Prepare for a non-linear customer decision
journey
Don’t rely on in-store activations to translate
online & prepare to build for digital shelf space
Build online content
Bring the store into the customer’s home
Deploy an “always on” strategy
Ensure you get in front of customers new to this
channel
24. Instacart Confidential
Featured Product: Benefits
24
Ensure your products are displayed where customers are looking
Top Rows = Prime Shelf Space
More than half of conversions from search
take place in the first row
Search is Foundational
Nearly 20 searches happen per order
25. Instacart Confidential
Featured Product: Consumer Experience
25
Put your products in front of customers throughout the entire shopping experience
Home Page Department Search
Note that this view is zoomed out
Item Details Post Checkout In “Your Items”
While Browsing While Searching Personalized After Ordering
26. Instacart Confidential26
Featured Product: Benefits
Efficacy Against Goal: Featured Product
Sales Growth
Category Share
Generate Trial
Consumer Awareness
Events
Price Maintenance
Featured Product is the best tactic to grow your
category share:
• Secure prime shelf placement to increase
exposure & drive conversion of your products
• In Search, stand out from thousands of items
& boost your results to the top of the digital
shelf (More than half of conversions from search
take place in the first row)
• Only pay for results due to cost-per-click pricing
27. Instacart Confidential27
Delivery Promotion: Consumer Experience
Offer customers free delivery if they purchase $x of your brand
Your own curated department landing page to encourage basket
building that can be accessed via...
• Instacart’s Homepage
• Relevant departments while browsing
• Full screen takeover when you add an item
• Full screen takeover at checkout
Customers can stack promotions to increase
savings ($5 off for each additional promotion
redeemed)
Buy $10.81 more, get Free Delivery*
28. Instacart Confidential28
Delivery Promotion: Benefits
• Delivery Promotions are promotions that drive
consumers to build their basket
• Instacart baskets are as much at 60% bigger
when a customer redeems a Delivery Promotion
• Tactic can be used to drive Sales volume
• Delivery Promotions can be used to promote a theme:
• Like the end cap in the grocery store, Delivery
Promotions can be used to build brand equity &
as a way to suggest trial (e.g., New Year New You)
Efficacy Against Goal: Delivery Promotion
Sales Growth
Category Share
Generate Trial
Consumer Awareness
Events
Price Maintenance
29. Instacart Confidential
Coupons: Consumer Experience
29
• Customers can shop from the coupons homepage, within a department, or within a search
• Coupons can be single or 2-unit
30. Instacart Confidential30
Coupons: Benefits
• Opportunity to bring an existing offline coupon strategy
online with Instacart coupons
• Two types of controls that can support an existing
coupon strategy:
• If TPR or other offer is passed through via the
retailer, the Instacart coupon is automatically
suppressed
• If a customer redeems a coupon, that specific
coupon isn’t visible again for 30 days
Efficacy Against Goal: Coupons
Sales Growth
Category Share
Generate Trial
Consumer Awareness
Events
Price Maintenance
32. Instacart Confidential32
Hero: Benefits
• Bring your key UPCs together in one place for a
curated shoppable experience
• Create awareness around a specific event or
brand campaign
• Opportunity to take over a department & can be
used to target customers outside of your category
Efficacy Against Goal: Hero
Sales Growth
Category Share
Generate Trial
Consumer Awareness
Events
Price Maintenance
33. Instacart Confidential
Recommendations for Getting Started
33
Start with Featured Product:
• Prioritize winning share &
quickly gaining more sales by
covering all UPCs
• Easiest to quickly set up a
campaign
From there, add in more
campaigns to take advantage of
the synergies of running multiple
campaigns at once:
• Ex: Featured Products that
also have a Coupon
36. Instacart Confidential
Instacart Provides Custom Closed Loop Reporting
36
Year End vs YAGO $ Sales Unit Sales Deliveries
Spend per
Customer
Units per
Customer
Deliveries per
Customer
Spend per
Delivery
Units per
Delivery
Current $45.6M 10.3M 6.2M $21.46 4.9 2.9 $7.34 1.7
Year Ago $23.8M 5.2M 3.2M $19.94 4.4 2.7 $7.33 1.6
% Change 91.5% 96.5% 91.2% $1.52 0.5 0.2 $0.01 0.1
Featured Product & Delivery Promotion Spend
Sales on Instacart
37. Instacart Confidential37
Data & Insights: Recent ICIP Launch
How it’s delivered:
• Equitable tiering structure that rewards working media
investment with greater access (no wasted dollars)
• Automated reporting
• Consultative services for top tiers
• Organized across all vectors of Instacart's platform
(assortment, distribution, sales, customers, and
baskets)
The Instacart Customer Intelligence Platform is the only capability to educate consumer brands
about the largest ecommerce grocery data set in the US
39. Instacart Confidential
Advertising Focus Areas for 2021
39
FP Campaign
Optimization
Tools
New Controls
for Existing
Products
1 2
Addressing
Unmet Need
with Product
Innovation
3
41. • Reset expectations; online and in store
grocery are not the same
• Identify the right stakeholders and integrate
internal teams for collaboration
• Ensure adequate inventory levels for online
sales
Brands Need to Adopt a New Mindset & Infrastructure
41
42. When it comes to
Instacart, the savviest
brands are hard at work
figuring out how to win
the first basket.
Pre-loaded shopping lists
drive repeat purchase
42
43. 43
First Basket Influences
40% of online purchasers use search at the time of purchase
41% said PDPs had the biggest influence on their purchase
30% say search has the biggest influence on their purchase
44. Integrated Search Strategies Drive Scale
DRIVING
ONLINE
SALES
Upper Funnel:
SEO Strategy is brand
focused, to increase
market share
Lower Funnel:
SEO strategy is
product focused to
increase ROI
Paid Search:
Focused on targeted
exposure and
efficiency
Integration:
Tying paid and
organic strategies to
drive the flywheel
44
45. • Rank at top of the search results in every major category
• Improve competitive landscape and performance
monitoring
• Incorporate SEO strategies into PDPs
• Leverage PIM to allow for frictionless content updates
directly to Instacart
• Add content for as many relevant fields as possible
• Leverage competitor and market trends data with social
listening to better understand audience demand on
Instacart
• Write compelling and useful copy for your PDP to be
educated store clerk to help aid buying decisions
• Ongoing content health monitoring and improvement
• Integrate keyword and product performance data in
Featured Brands and PDPS
Opportunities for Instacart Marketing
45
46. Keyword Strategy
46
Keyword Targeting
Ability to target users across different steps in the decision-making process
“Tailgate”
“Party”
“Afterschool Snack”
“Chips”
“BBQ Chips”
“Lays BBQ
Chips”
• Influence relevant audiences earlier in
the funnel by centering around their
needs, rather than specific products
• Bid on high search volume terms that
are high intent but brand agnostic
• Go on the offensive and conquest
competitor keywords to steal market
share
47. Ongoing Optimization for Organic Results
Ongoing keyword research
• Spot Checking UPC’s
• Competitive Monitoring
• New Keyword Additions
• Update UPCs
• Keyword Testing
• New Promotions/ Deals Prep
• Competitor Monitoring
Instacart offers 11+ text fields and 6+ image fields that can be populated with wine detail data to
aid in visibility, relevance, and conversion
Copy updates
• product listing title
• key product features
• product description
• images
• backend search terms
• text match relevancy
Product details
• Wine Varietal & Vintage
• Marketing Info
• Lifestyle
• Country, Region of origin
• State
• Flavor
• Scent
47
48. • Depending on product category, (Front/Back,
Top/Bottom) imagery may not be sufficient
• Consider using infographics or creative means of
conveying product value to differentiate similar
products
• In mobile, images are more prominently displayed.
Incorporating Media that Conveys Product Value
48
49. Expanding Keyword Targeting for Featured Products
• Conquesting – Competitor keywords and product pages
• Brand – Owning our own product display so no one else can. Usually high ROAS but obviously
less incremental
• Non-Brand – Broad, scalable category keywords. 60% or so of the budget usually gets spent here
• Misspellings – Lower cost, expanded reach
• Conquesting – Competitor keywords and product pages
• Cross-product – Inter-category keywords
• Events – Heavy up budgets for holidays, special events (ex. Cinco de Mayo)
50. Test and Learn for Success
Clear Evaluation
Be clear on test objectives,
evaluation criteria & possible
outcomes
Risk Estimation
Accurately predict deviation
from existing performance to
weigh opportunity cost
Scale of Opportunity
Map out use case / impact to
other channels, campaigns and
brands within the portfolio
Manage variables
All tests should have a control,
limit the number of variables
and achieve statistical
significance
Fail Quickly
Budget and time allocated
should be limited to what is
required for stat sig; maximizing
the number of possible tests
Communicate
Ensure testing plans and
results are communicated
quickly across the brand
organization, channel leaders
and agency partners
50
53. Solutions to Help Optimize Performance
53
Customizable Reporting
View at an aggregate level, or use tags to
break down by product
Campaign Optimization
5 levels of automation tailored towards goals
& keyword research based on performance
Change Log
Event-based log to measure impact
of changes
54. Instacart UI vs Pacvue
54
Instacart Native UI Pacvue UI
Customizable dashboard report ✓
Scheduled reports ✓
Bulk keyword/item/campaign changes ✓
Metric based filters ✓
Featured Product Campaigns ✓ ✓
AI Optimization ✓
Daypart capabilities ✓
Change history log ✓
Share of Voice data ✓
Keywords Analytics tool ✓
Platform bidding modifiers ✓ ✓
55. First Mover Advantage
55
Cheap Clicks
Competitor CPCs as low
as $0.15-0.20
Shopper Lists
By customer’s 10th Instacart
order, 25% of all conversions are
from Your Items list
Organic Visibility
Long-term benefits of improving how
brand shows up on search results
Platform Expertise
Testing and learning first-
hand on platforms
56. Recommendations
56
Leverage Cross-
Platform Data
Amazon and Walmart
data can be helpful in
building keyword
segment lists. CPCs are
currently low – as low
as 10% of what we see
on other platforms.
Act Fast to Get First
Mover Advantage
It is important to get on
shoppers’ past
purchase lists – by a
customer’s 10th order,
25% of all conversions
are from the ‘Your
Items’ aisle.
Utilize Hyper-
Segmentation
Use multiple ad groups
to break out targeting by
product tier and price.
You can have up to
1,000 keywords per ad
group.
57. Maximize ROAS with Product / Club SKU
Segmentation
57
• For Club-specific SKUs, set bids at maximum
possible within target costs.
• Run through Club SKU campaign budget first,
where you have guaranteed ROAS.
• Club will likely have different competitors than
other retail. Bid aggressively on competitor
terms that are not advertising on Club to
maximize market share. (Pacvue Share of Voice
can help uncover this.)
60. Using Default Bids to Negatively Target
60
cookies
chocolate cookies
low-fat cookies
Oreo cookies
61. How to Get Started with Instacart Campaigns
61
31 542
Structure campaigns
by product segments
and price tiers
Use your top-
performing search
queries, not
keywords, from other
platforms
Set a bids at a high
“green” bid strength
for the most
important keywords
Set low default bids
for the keywords you
want to exclude
Refine with
dayparting and bid
modifiers to reach
conversion goals
62. Case Study: Personal Health & Wellness Brand
62
In the first month of using
Pacvue for Instacart:
4x increase in ROAS
38% higher
conversion rate
56% lower CPCs
64. The New Commerce Conference
October 14th, 1pm – 2:30pm ET
The Omnichannel Imperative
• The Age of Omni-Commerce & What It Means
for Marketing Strategies (presentation)
• Less Silos, More Symbiosis: Omni-Channel
Strategies to Drive In-Store & Ecomm Sales
(panel)
• Speakers: Georgia-Pacific, Urban Skin Rx,
Criteo, & more
Register: https://www.catalystdigital.com/the-
new-commerce-conference/
Next Up:
64
Women in Ecommerce
November 12th, 4pm – 6pm ET
Uniting ecomm’s movers & shakers for a night
of conversations, connections, & more
• Panel discussions featuring Pacvue, General
Mills, Kimberly-Clark, Walmart Media Group,
Walker Edison Furniture, & more
• Virtual networking
Register: https://www.catalystdigital.com/women-
in-ecommerce/