This document provides a summary of key insights from a landscape study on the state of ecommerce in 2021. The study was based on surveys of 500 online purchasers and 209 marketers/sales professionals. It found that shopper expectations prioritize convenience and discovery across platforms. Retailers lead in site visits pre-purchase, but social media and search are important for inspiration and discovery. The power of product detail pages was also highlighted, with nearly half of online purchasers visiting them at purchase time. The importance of a cross-channel approach and integrating media across platforms to eliminate waste was discussed. Measurement of success was found to be achievable for most traditional advertising but less so for emerging options. The growth of online grocery
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.
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
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
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
Research Presentation: The Everywhere ShopperMediaPost
GfK FutureBuy 2013 is the latest of several annual tracking studies of shoppers attitudes and behaviors in the US and abroad. Bill Romania, SVP of Gfk, will share some of the most relevant trends for marketers and retailers, with special emphasis on how mobile is revolutionizing shopper expectations and the impact for both brands and retailers. Bill will also share some global best practices and new technology that have the potential to help marketers meet the challenge.
PRESENTER
Bill Romania, SVP, Shopper & Retail Strategy , Gfk
Looking to boost traffic and take your online sales to the next level? You’ve come to the right place.
Find out how to build an effective digital marketing strategy, measure your ecommerce growth, and evaluate your performance in comparison to the competition in this ebook from Hallam Agency and SEMrush.
We have gathered and analyzed information from 8,000 ecommerce sites to present you with data-driven best practices, while Hallam SEO Agency has designed a set of easy-to-implement recommendations based on case studies of their most successful clients.
In this ebook, you'll discover:
=> User buying trends for 13 ecommerce industries
=> 5 ways to improve your ranking in mobile SERPs
=> 3 SERP features every ecommerce business should take advantage of
=> How ranking for featured snippets increased sessions by 285%
=> 10 best emotional triggers to increase sales and how to utilize them
=> 17 technical SEO considerations that increase site speed and enhance user experience
=> 6 hacks to successfully optimize your images for search and improve conversion rates
=> Effective link building strategies that have resulted in a 143% increase in traffic to the homepage and 10 keywords ranking in position 1 in SERPs
We hope that you find the data and the insights we’ve gleaned from this study helpful in developing and improving your digital marketing and site development strategies.
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.
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
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
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
Research Presentation: The Everywhere ShopperMediaPost
GfK FutureBuy 2013 is the latest of several annual tracking studies of shoppers attitudes and behaviors in the US and abroad. Bill Romania, SVP of Gfk, will share some of the most relevant trends for marketers and retailers, with special emphasis on how mobile is revolutionizing shopper expectations and the impact for both brands and retailers. Bill will also share some global best practices and new technology that have the potential to help marketers meet the challenge.
PRESENTER
Bill Romania, SVP, Shopper & Retail Strategy , Gfk
Looking to boost traffic and take your online sales to the next level? You’ve come to the right place.
Find out how to build an effective digital marketing strategy, measure your ecommerce growth, and evaluate your performance in comparison to the competition in this ebook from Hallam Agency and SEMrush.
We have gathered and analyzed information from 8,000 ecommerce sites to present you with data-driven best practices, while Hallam SEO Agency has designed a set of easy-to-implement recommendations based on case studies of their most successful clients.
In this ebook, you'll discover:
=> User buying trends for 13 ecommerce industries
=> 5 ways to improve your ranking in mobile SERPs
=> 3 SERP features every ecommerce business should take advantage of
=> How ranking for featured snippets increased sessions by 285%
=> 10 best emotional triggers to increase sales and how to utilize them
=> 17 technical SEO considerations that increase site speed and enhance user experience
=> 6 hacks to successfully optimize your images for search and improve conversion rates
=> Effective link building strategies that have resulted in a 143% increase in traffic to the homepage and 10 keywords ranking in position 1 in SERPs
We hope that you find the data and the insights we’ve gleaned from this study helpful in developing and improving your digital marketing and site development strategies.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Leverage Real-Time Purchase Intent to Boost Sales & Customer GrowthTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Incubeta insights Deck: Transitioning to the till Incubeta NMPi
Incubeta has put together an insights deck to run you through some of the key trends we're seeing emerging in the retail space, in particular, the return to brick and mortar.
Online Marketing - eCommerce - InnovationLeanne Ross
Innovation paper for bringing Products to Market - the rise of eCommerce, it's benefits and challenges, impact on the economy and how it is fuelling innovation in the retail industry.
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
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.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Leverage Real-Time Purchase Intent to Boost Sales & Customer GrowthTinuiti
From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Incubeta insights Deck: Transitioning to the till Incubeta NMPi
Incubeta has put together an insights deck to run you through some of the key trends we're seeing emerging in the retail space, in particular, the return to brick and mortar.
Online Marketing - eCommerce - InnovationLeanne Ross
Innovation paper for bringing Products to Market - the rise of eCommerce, it's benefits and challenges, impact on the economy and how it is fuelling innovation in the retail industry.
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
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.
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
The reputation amplifier system is a way to automate requesting reviews from customers while also helping with quality control. Our sophisticated, revolutionary technique maximizes accuracy and speed for each reputation amplifier campaign.
After all, 67% of all Internet users use social networks, according to Pew Internet research. Indeed no online marketing strategy is ever complete without it. But at the end of the day, its sales—not likes, retweets, or repins—that keep the business going. So the question now is…
The BRITE '12 conference (March 5-6) marked the unveiling of the Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s first BRITE-NYAMA Marketing Measurement in Transition Study entitled, Marketing ROI in the Era of Big Data.
The aim of the study was to gain a better understanding of changing practices among large corporate marketers in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
In surveying 253 marketing executives from large corporations, the study found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI. However, significant gaps exist between desire and execution as companies strive to measure marketing ROI. The overall picture of marketing by large corporations revealed significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
http://gsb.columbia.edu/globalbrands
http://www.nyama.org
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
In Todays Retail environment it is mandatory to take advantage of all digital tools available, in order to drive traffic to physical locations. Consumers start their product searching online and more that 50% of all retail transactions in the US are in some way affected by the online world.
Digital Marketing Specialization Capstone project final submission.
This Capstone project is about developing a channel strategy to increase the sales of Bosch power tools on Grainger.com by 10% using display advertising and emails. The outcome of this project is a channel plan with test and control plan for each of the scenarios described in the problem statement.
Similar to The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and Beyond (20)
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 Commerce: All Things InstacartCatalyst
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.
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.
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.
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.
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
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.
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
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
Generative AI - Unleash Creative Opportunity - Peter Weltman
The Era of Omni-Commerce: New Insights for Dominating the Digital Shelf and Beyond
1. THE ERA OF OMNICOMMERCE
New Insights for Dominating the Digital Shelf & Beyond
Meghan Lavin, Partner, Director of Marketing, Catalyst
Rachel Dalton, Director Ecommerce & Omnichannel, Kantar
2. www.CatalystDigital.com
About the report
The State of Ecommerce 2021 is a landscape study
based on two quantitative surveys with 500 online
purchasers and 209 marketers, sales professionals
and advertising professionals. It is also informed by
numerous interviews with industry professionals to
help make sense of the rapidly evolving retail
landscape in the US.
This presentation is a preview of the results. The full
whitepaper will be available later this month.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
5. www.CatalystDigital.com
Key insights
• Evolving shopper expectations: Prioritize convenience
and discovery
• Breaking media silos: Eliminate waste and improve
effectiveness across platforms
• More than conversion: Consumers redefine the value
of product detail pages
• Going beyond ROAS: Integrate media and KPIs for
sustained growth
• Open for collaboration: Brands need retailers and
retailers need brands
• The race is on to own The Third Shelf: The exceptional
rise of online grocery and last mile delivery
• The New Momentum Mindset: Prioritizing progress
over perfection
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
7. www.CatalystDigital.com
Cross-platform shopping is the hallmark of today’s consumer, cementing the
importance of integrating retail, search, and social
62%
of online purchasers search
for inspiration on
Instagram*
63%
of online purchasers do
initial product research on
Amazon*
63%
of online purchasers do
product & price
comparison on Walmart*
50%
of online purchasers
discover new brands &
products on Google*
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
*Among those who visited these specific sites
8. www.CatalystDigital.com
While retailers lead in terms of site visits, social platforms and traditional search sites are
paramount, particularly for inspiration and discovery
38% 39% 30%
46% 50% 49%
35% 44% 44%
26%
55% 60%
51%
64% 62%
54%
50%
54% 55%
52%
63% 62%
63%
51% 45%
48%
53%
46% 44%
57%
60% 48%
63%
39%
33%
34%
43% 34% 37%
36%
Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com
Search for inspiration Discover new products/brands Initial product research Product/price comparisons
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research
9. www.CatalystDigital.com
Shoppers rely on retailer sites and apps more than any other touchpoint in the days
leading up to a purchase
0%
5%
10%
15%
20%
25%
30%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
%RankedasMostInfluential
%EngagedinTouchpoint
Preshop Touchpoints Rank #1
Retailer
Website/
App Net
Internet
Search
Net
Email Ad
Net
Brand
Website/
App Net
Social
Media
Post/Ad
Net
In-store
Net
Offline
Ad Net
Reco
Net
Blog/
Online
Forum
Net
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: Among all online purchasers, 37% visited a retailer website/app in the days or weeks leading up to a purchase
10. POLL QUESTION:
Thinking back to when you last made a purchase on a
retailer site (Amazon.com, Walmart.com, Target.com, etc.),
what was the reason you chose to buy at that specific
retailer? Pick one.
- Convenience
- Shoppability
- Price/Value
- Assortment
- Service
11. www.CatalystDigital.com
Convenience matters more than price
36%
47%
52%
57%
66%
Service
Price/Value
Assortment
Shoppability
Convenience
Reasons for choosing a retailer for product purchase
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: 66% of online purchasers say convenience is the main reason they
choose to purchase at a specific retailer
12. www.CatalystDigital.com
Advertising is helpful, not a hindrance
36%
click on a least one ad*
28%
click on at least one sponsored
product*
54%
say advertising either helps
remind them of something they
need, or it prompts an idea for
something they want*
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
*among those online purchasers who saw an ad or promo while shopping for a product prior to purchase
13. www.CatalystDigital.com
Social commerce gains momentum
59%
of online purchasers who are
aware of social commerce
61%
of those aware are either
very, or somewhat, likely to
purchase from social sites in
the future
15%
24%
35%
26%
Not at all likely
Not very likely
Somewhat likely
Very likely
Awareness of social commerce
Yes 59%No 41%
How likely to purchase from social media in future
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
15. www.CatalystDigital.com
Importance of a cross-channel, cross-retailer
approach
If advertisers want to maximize sales and
grow their brand, no longer can they look
at retail media as a stand-alone channel.
They must take a cross-channel retail
media approach that is inclusive of
traditional retailers as well as search, social,
and programmatic.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
16. www.CatalystDigital.com
Navigating and connecting a fragmented landscape
Companies are using a wide variety of platforms for digital marketing activities
Top 5 platforms for digital marketing activities
72% 67% 61% 50% 49%
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: 72% of companies use Facebook for digital marketing activities.
17. www.CatalystDigital.com
More than half of industry professionals have increased their budgets across most digital
advertising tactics that they had been investing in: 44% say the funds are incremental
67%
67%
66%
66%
63%
60%
57%
57%
56%
54%
53%
51%
50%
49%
47%
44%
24%
24%
24%
23%
28%
30%
36%
32%
37%
26%
24%
41%
27%
46%
35%
38%
9%
9%
10%
11%
9%
11%
7%
11%
8%
19%
24%
8%
23%
6%
18%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Amazon Advertising
WMG (Walmart) advertising
OTT/CTV
YouTube ad
Social media ad
Podcasts
Email marketing
Paid search
Target advertising/Roundel
Audio
Digital "out of home" advertising
Organic Search
Kroger advertising
Product listing ads
Influencer marketing
Display ad
2020 digital ad platforms - ordered by "increasing"
Increasing Same Decreasing
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: 67% of professionals investing in Amazon Advertising plan to increase their budgets for this platform.
18. www.CatalystDigital.com
Lean into experts
In a complicated and rapidly
changing environment, brands are
capitalizing on partners’ specialty
skills, tech, and experience on their
path to an integrated and
comprehensive ecommerce strategy.
“You need to find the best agencies
leveraging the best tech in order to
compete.”
John Denny, VP Ecommerce & Digital Marketing, CAVU
Venture Partners
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
19. www.CatalystDigital.com
Brands and agencies are taking this approach already
61%
reported that they manage
Amazon both in-house and with
an agency
46%
reported using both in-house
and agency teams to manage
advertising on Kroger
36%
reported using a hybrid model
for managing advertising on
Target
34%
reported that WMG is managed
in-house and another 34%
saying that it is managed
through an agency
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
20. www.CatalystDigital.com
The expectation is for greater collaboration in the future
Agencies are reporting an expected
increase in opportunities to support
brands’ retail media efforts
56%
of agency respondents saying that they expect more
RFPs in ecommerce and retail media in 2020.
When it comes to ecommerce, one reason could be
that many brands manage retail media programs
through their in-house shopper teams or brand teams
instead of digital teams or search teams, relying on
their agencies to recommend holistic media plans.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
22. POLL QUESTION:
When scanning through search results (either on traditional
search engines like Google or retailer sites like Amazon), do
you ever scroll beyond the first page?
- Yes
- No
- Don’t recall / Not Sure
23. www.CatalystDigital.com
The power of the PDP
45% of online purchasers go to PDPs to learn about the product at the time of purchase
Contrary to past search engine behavior, consumers are indeed
reviewing PDPs beyond page 1, demonstrating the need and
opportunity for compelling and helpful PDPs even if they may
not be for a priority product.
49%
of online purchasers scroll past page 1
to look for what they want
56%
of Millennials (ages 24 – 41)
54%
of Gen X (ages 42 – 55)
For younger generations, this is even higher. Online
purchasers scroll past Page 1 when researching products
and brands.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
24. www.CatalystDigital.com
PDPs are a critical asset for brands, but can be undervalued
of ecommerce professionals say
they are focused on optimizing
their PDPs for SEO across the
online platforms they use for
digital marketing.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
37%
25. “The search bar and product detail page are the primary places where consumers will
interact with your brand…the PDP is your brand marketing – most companies don’t
understand this. Millions of dollars are spent on the brand’s website, but only a small fraction
on the PDP, but it should be opposite.”
Rob Gonzalez, Co-Founder & CMO, Salsify
26. www.CatalystDigital.com
Search’s importance transcends age, platform, and consumer touchpoint
When asked what trend is having the greatest impact on their
company’s ecommerce marketing strategy in 2020, the majority
of respondents ranked the “changing role
of search marketing” as the top trend.
53%
Millennial online
purchasers are search
super-users
33%
Boomer online purchasers
using search at time of
purchase
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
Product Detail
Page Net
Search Bar
Net
Ads/Promos
Net
Another
website / app
Net
Chat/Help Net
%RankedasMostInfluential
%EngagedinTouchpoint
Nets Comparison - Ordered by Touchpoint
Engagement
Online Buying Touchpoint Rank #1
Read as: Among all online purchasers, 45% visited a PDP at the time of purchase
27. www.CatalystDigital.com
Importance of bidding on broader category search terms for optimal findability
should not be underscored
31%37%
of online purchasers
search a specific type
of product
search for a specific
brand
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
29. www.CatalystDigital.com
Looking at the whole picture
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
ROAS can be easy to measure
and is not without value, but it is
not the be-all end-all of reporting
for ecommerce or other
performance marketing channels.
“If brands aren’t careful, they are
going to ROAS themselves into
a corner.”
Kristina Smith, VP, Digital Marketing, The Riveter
30. www.CatalystDigital.com
Looking at the whole picture
Look at a combination of metrics
together for a more robust and
valuable picture of your ecommerce
performance (CPA, SOS, CLV).
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Share of search “helps us balance ROAS
with how advertising is performing and
growing relevancy within products.”
Trevor Krehel, Channel Marketing Manager, Seagate
“Finding and integrating all data sources in
the company takes time, but it is the
future.”
Bob Land, Vice President of Consumer Experience, Dorel
Juvenile
31. www.CatalystDigital.com
Most marketers agree that measuring success is achievable across traditional
advertising, but less so for emerging options
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Amazon Advertising
Target advertising/Roundel
WMG (Walmart) advertising
Kroger advertising
Social media ad
Email marketing
Display ad
Paid search
YouTube ad
Organic search (SEO)
Influencer marketing
Digital 'out of home' advertising
Product listing ads
Audio (e.g. Pandora, Spotify)
OTT/CTV (Over-the-top media / Connected TV)
Podcasts
Very well/moderately well Not very well/Not at all well
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: Among ecommerce professionals who used Amazon Advertising in the last 12 months, 90% indicated that they were able to measure ROI very well or moderately well, while only 59% say the same for podcasts.
32. www.CatalystDigital.com
Solving for the data dilemma
Most organizations agree that having
better data analytics is the key to
growth.
56%
In fact, when asked what activities
industry professionals are allocating
ecommerce budget for, the highest
percentage of respondents (56%) said
data and analytics services.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
34. www.CatalystDigital.com
Sharing responsibility for growth
Allowing for branding consistency will bring a
more holistic view and clearer communication
with the consumer to encourage purchase, a
win-win for both brands and retailers. Most
industry professionals agree that the biggest
opportunity in ecommerce in the next 5 years
will be improving the user’s experience.
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
35. www.CatalystDigital.com
Elevate partnerships to promote transparency
with data and metrics
To reach the next level of growth in ecommerce,
brands and retailers need to elevate their
partnerships, specifically around data sharing
and performance measurement.
29%
of agency professionals ranked performance
tracking, measurement, reporting and analytics
as the biggest opportunity for partnering with
ecommerce retailers
36. THE RACE IS ON TO OWN THE THIRD SHELF:
The exceptional rise of online grocery and last mile delivery6
37. www.CatalystDigital.com
Last mile providers continue to gain
momentum
49%
of online purchasers have used
Amazon Prime Now and nearly
one quarter have used Instacart
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
38. www.CatalystDigital.com
Online grocery just isn’t for ‘grocery’ any longer
4%
5%
17%
14%
13%
8%
44%
35%
38%
45%
45%
29%
52%
60%
46%
41%
42%
63%
Amazon Prime Now
Deliv
Postmates
Doordash
Shipt
Instacart
More than in the past The same as in the past Less than in the past
Planned usage of delivery services in the next year
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
Read as: Among those online purchasers who used Instacart, 63% plan to use the service more in the future.
Note that Shipt, Postmates, and Deliv are small bases: use only directionally.
39. “Online grocery was primarily a food play in the past, but this has changed massively,
and this trend will continue post COVID.”
Steve Kinsey, Director of Commerce Marketing, GSK
“Instacart can work to ship things like ice cream and cheese, but many brands with
these products have not been spoken to from an ecommerce perspective. They’ve
been focused on upper funnel, so to talk lower funnel requires some education.”
Seth Dallaire, Chief Revenue Officer, Instacart
40. www.CatalystDigital.com
The Instacart story
Key trends, opportunities, and challenges for marketing
The savviest brands are hard
at work figuring out how to
win the first basket.
Our research reveals that
65% of Baby Boomers
that have used Instacart
report that they plan to use
the service more in the
future.
Brands will need to reset
expectations and adopt a
digital mindset to be
successful in the online
grocery world.
Winning the
First Basket
Expanding
Demos
Adapting to the
Digital Experience
Many of our interviewees
recognized the promise of
Instacart, but also reported
growing pains, as is to be
expected with any nascent
media platform.
Optimistic
Future
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
41. THE NEW MOMENTUM MINDSET:
Prioritizing progress over perfection7
42. “One way I try to do this is by having an experimentation mindset, like a growth hacker:
identifying small, incremental changes that, when compounded over time, can
accelerate the rate of growth.”
Ricky Busby, Brand Building Leader for New Ventures, Georgia-Pacific
44. www.CatalystDigital.com
Two areas to fuel momentum
DTC
For many organizations, DTC is a relatively small percentage
of sales, but provides access to data and insights and test ‘n
learns that fuel greater innovation and success in ecommerce,
and other channels.
88% of industry professionals say their company sells
DTC
62% of industry professionals say it is a strategic focus
to increase DTC sales
3P
Companies see the value of 3P to test products and gain more
insights on their consumers. Leading brands are evaluating 3P
to uncover incremental opportunities across product portfolios
or white space.
44% of industry professionals say their company is selling
3P
49% of industry professionals say it is an opportunity
Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
45. www.CatalystDigital.com
Recommendations
• Ensure brand presence is equally strong and integrated across all platforms.
• Assess all areas where you can raise the level of convenience and ease for
shoppers.
• Augment PDPs with best-in-class content and invest in search to maximize
findability & conversions.
• Develop customized retail media strategies and don’t let scalability scare
you off.
• Explore a variety of KPIs across all functional groups and gain buy-in on
their validity.
• Schedule consistent time to sit with your retailers so you can improve data
sharing without compromising privacy.
• Don’t go it alone. Lean into expert partners to capitalize on all opportunities.
• Explore online grocery and last mile delivery, even if you aren’t a traditional
grocery brand.
• Don’t wait until it’s perfect - test ‘n learn now.