Tag: ecommerce

WEBINAR: The Future Begins in Q4—How a Q4 Amazon Strategy Sets the Stage for 2021 (and Beyond)

On October 7, Live with MightyHive invited John Ghiorso, CEO of the industry’s top Amazon consultancy, Orca Pacific, for a topical discussion about Q4 online shopping trends. Currently, eCommerce is experiencing 40-50% YoY growth driven by social distancing restrictions connected to the COVID-19 health crises. And with few signs of letting up, every analyst is predicting record-breaking online sales in Q4. But Ghiorso is anticipating more than just holiday sales; he has his eye on sustained growth driven by new customers, new loyalties and new shopping habits.

Consumers are no longer buying six months of toilet paper…but they are doing a lot more online purchasing and that has not stopped or subsided in any significantly way.
– John Ghiorso, Founder & CEO, Orca Pacific

Orca Pacific is advising its clients that Q4 2020 is a rare opportunity to earn customer loyalty at scale. From now through the holidays, Amazon sellers — small and large — will interact with customers who are either new to online shopping or buying items they once exclusively purchased in-store. New shopping habits are clearly forming so when these new customers have good online shopping experiences, it can yield loyal customers for years to come. Not only do good customer reviews help, but those who invest in driving traffic through aggressive advertising strategies will see their organic ranking climb.

We saw a huge spike (in online sales) and then a plateau at a level that is much more significant than it would have otherwise been….and that trend is not stopping or slowing down.
– John Ghiorso, Founder & CEO, Orca Pacific

Join John Ghiorso and MightyHive’s Director of Content Marketing, Adam Remson, as they outline Amazon marketing techniques and the many ways Q4 2020 is a pivotal one for brands. 

Check out the Video and Download the Slides

Please don’t hesitate to contact us with any questions.

WEBINAR: A Discussion with Ace Hardware About Offline Data and Online Marketing

 

**Scroll down to watch the video**

How Ace Hardware is Using Offline Data to Measure its Digital Marketing

A recent Google report titled “How Consumers Solve Their Needs in the Moment,” cited 76% of people who search for something nearby on their smartphone visit a related business within a day. And 28% of those searches result in a purchase. “That’s significant,” said Mark Lowe, Director of Digital Marketing at Ace Hardware. “So it is critical for us to have the [online customer experience] be as helpful as possible.”

Lowe is a seasoned digital marketer and on August 4, he provided a glimpse into how Ace Hardware is adjusting to shifting consumer habits during an eMarketer “Tech Talk” webinar titled “How Ace Hardware is Using Offline Data to Measure Digital Marketing.” Along with Myles Younger, Senior Director of Marketing MightyHive, the two discussed how he balances nationwide digital trends with in-store buying at the retail level.

Ace Hardware generates a significant amount of first-party data from its website and its stores. By partnering with MightyHive, they reimagined ways for online and offline data to inform each other. “That means a very pure approach to data since many data sources need talk to each other,” explained Jack Pace, Project Lead at MightyHive. “Offline data from the store, online data from the site and app, franchisee sales data, manufacturer data from the thousands of SKUs carried throughout the chain — each store is different.”

Lowe is excited by the possibilities. “We are getting good insight into how many people are going into the store to pick up their online orders as well as the attachment sales when they are making their pickup,” explained Lowe. “And we are really leveraging several tools such as Google store visits and store sales direct from Google to connect the dots and understand the impact across all channels.”

With 4500 retail locations, a robust online presence, and thousands of SKUs, Ace Hardware had a unique challenge with its data but the efforts are paying off. “As data-driven marketers, we really want the same level of precision that we have with our online measurement with our offline,” explained Lowe. “There is going to be a certain level of extrapolation but it’s all about getting to the point where you can make actionable business decisions.”

In this eMarketer “Tech Talk” webinar you will learn about:

  • The Ace Hardware digital marketing tech stack
  • Successes, opportunities, and challenges in measuring the offline impact of digital campaigns
  • The role web UX can play in collecting and growing first-party data

FILL OUT THE FORM TO WATCH THE eMARKETER WEBINAR: “HOW ACE HARDWARE IS USING OFFLINE DATA TO MEASURE DIGITAL MARKETING”

Leading Amazon Agency Orca Pacific Announces Intent to Merge with MightyHive

 

We are thrilled to announce that Orca Pacific, the leading full-service Amazon agency and consultancy, intends to merge with MightyHive. The deal builds on S4Capital’s existing Amazon relationship, equipping teams with an end-to-end eCommerce offering, bridging the gap between media, creative, and measurement to deliver additional expertise and services capabilities across the group.  

With COVID-19 accelerating digital transformation trends and eCommerce sales expected to grow 18% in 2020 (eMarketer), Amazon will play an increasingly integral part in retail clients’ marketing strategies. Now more than ever, marketers and retailers are looking to Amazon’s advertising and eCommerce solutions to help them build stronger digital connections with consumers. Expanding MightyHive’s Amazon partnership with Orca Pacific’s elite group of experts is a key component to client success. Clients will now be able to work seamlessly across S4Capital companies for a full spectrum of eCommerce solutions.

John Ghirso Kashif Zafar Lisa Lockwood
John Ghiorso
CEO
Orca Pacific
Kashif Zafar
EVP, Sales & Marketing
Orca Pacific
Lisa Lockwood
EVP, Client Services
Orca Pacific

Founded in 2008 and led by CEO John Ghiorso, EVP Sales & Marketing Kashif Zafar, and EVP, Client Services Lisa Lockwood, Orca Pacific helps top consumer brands optimize their customer journeys and grow their Amazon business. The company employs over 40 former Amazonians and retail industry experts working for clients including Reebok, Uni-ball, OshKosh B’Gosh, Godiva, Del Monte and Kenroy Home. 

In addition to its mastery of Amazon’s A9 Algorithm and full suite of retail management and advertising products, Orca Pacific has developed a proprietary dashboard that helps Amazon sellers analyze sales ranking trends, identify content that drives purchases, track KPIs, and measure advertising performance. The COVID-19 pandemic has accelerated the importance of digital maturity and eCommerce for retailers globally, and Orca Pacific is helping companies take control of the entire customer journey.

Unlocking End-to-End eCommerce Capabilities

Orca Pacific’s merger with MightyHive will equip S4Capital teams with an end-to-end eCommerce offering, including retail management, advertising, and content on Amazon’s platform. Clients will be able to engage seamlessly across S4Capital companies for a full spectrum of eCommerce solutions. The Orca Pacific team bridges the gap for retailers between the content and production expertise of MediaMonks and the media and data mastery of MightyHive. Orca Pacific believes delivering relevant advertising, compelling content, and sound operations is the only way to build a sustainable path toward growth. As a result, they focus on optimizing every stage of the customer journey, from the ads that appear to the content that drives purchasing.

MightyHive: Helping Brands Adapt and Thrive

Morgan Stanley’s “Mid-year US Advertising Outlook” predicted US eCommerce would grow 38% in 2020, a sharp increase from its pre-pandemic projection of 13%, effectively pulling forward three years of eCommerce adoption into 2020. Morgan Stanley further noted that eCommerce represents 24.5% of total retail sales, and that “74% of people shopping online started on Amazon,” illustrating the strength of Amazon as a gateway to eCommerce. 

S4Capital Logo MightyHive Logo Orca Pacific Logo

MightyHive, reinforced by data and analytics mergers in Latin America, the UK, South Korea, a pending merger in Australia, and now with the extraordinary talent at Orca Pacific, is well-positioned to help marketers strengthen and optimize eCommerce strategies for the best possible results. We strive to help marketers develop strategies quickly and execute them efficiently, giving them the edge over their competitors.

In December 2018, MightyHive merged with S4Capital, the tech-led, new age/new era advertising and marketing services company established by Sir Martin Sorrell. S4Capital’s strategy is to create a purely digital advertising and marketing services offering by integrating leading businesses in three areas: first-party data, digital content, and digital media planning and buying.

To learn more, contact us.

Email Marketing Strategies During COVID-19

 

Introduction

As we cope with today’s unparalleled circumstances, we must recognize the importance of direct communication from company to customer. Email marketing is not only very cost effective, it is also the preferred channel for most consumers. Research from paved.com shows that global email open rates, in the last three weeks of March, increased by 21%. Clickthrough rates trail behind, at a mere 3.9% increase. This shows us that there are plenty of opportunities out there to develop a customer-centric communication strategy with your customers, remaining thoughtful and relevant while making sure not to overdo it.  

When to Reach Out

Seeing so many COVID-19 related updates in your inbox, you may feel pressure to reach out to your customers right away. However, one wrong move could affect their perception of your brand and may cause them to unsubscribe — or even worse: report your message as SPAM. Internet Service Providers and Webmail providers lean heavily on subscriber (non-)engagement stats when it comes to your email sender reputation. A large increase in SPAM complaints is seen as a red flag and may eventually lead to your domain being blacklisted. The bottom line: do not reach out to your customers without a good reason.

Choose Your Audience Wisely

Your customers’ lives and needs have changed rapidly. Buying priorities have shifted. While they are coping with these unusual circumstances, you should be wondering what it is they need today. This is your cue to adapt and find new ways of engaging with your audience by:

  • Providing service rather than selling in your messaging
  • Generating new ideas with your marketing team on how to be useful for your customers: discounts, free shipping, suspended fees and helpful content are some examples
  • Experimenting with new, thoughtful subject lines and personalized content
  • Making sure to focus on your customer experience and review every message that you send on its relevance, tone and usefulness
  • Focusing on kindness and sensitivity

Clean and Grow Your Data

The market is moving quickly, but data segmentation rules have been relatively static. Right now, it is likely that your existing marketing segments no longer apply. Time to take a new, fresh look at your data and re-think: 

  • What has changed and what groups you can identify based on today’s needs
  • How you can answer their needs and strengthen your bond with them
  • Keep in mind what you already know, based on consumer interests and previous engagements 
  • Start by focusing on your most engaged and loyal customers

As many consumers’ shopping behavior has moved to online-only, this is also an opportunity to re-engage with your previously inactive customers. But be careful here as well:

  • Do not send the same message to all of your inactive customers
  • Instead, look for recognizable target groups using previous web and shopping behavior
  • Make sure to only offer products and services that are relevant to them today

Automating data segmentation, email personalization, and triggered sending will save you time, even in the short term.

Your customer database is one of your most important assets. Keep it growing, especially now, and use it to compensate for a potential decrease in ad revenue with these tactics:

  • Implement an easy sign-up process for your email marketing to turn web visitors into first-party contacts
  • Consider setting up a multi-layer subscription model, with options for different types of communications
  • Curb abandonment by giving unsubscribers more flexibility than just a global opt-out

Measure the Engagement

Driven by a need for speed, chances are that you have been developing one-off campaigns rather than automated campaign processes. Some of these interactions may only be relevant during the current crisis situation. It is also possible that your customers, or your business propositions, have changed indefinitely. Automating data segmentation, email personalization, and triggered sending will save you time and greatly reduce the risk of human error. Regardless of the outlook, even automating short-running campaigns can be a good investment.

For example:

  • Use dynamic content in messages with region-specific updates
  • Automate segmentations based on delayed shipping

Implementing proper tagging in your emails is critical to learning from this crisis for your future marketing efforts

While we don’t know what tomorrow will look like, making sure that proper tagging is implemented into your email messages and links will keep your data clean. This is critical to learning from this crisis and being prepared for your future marketing efforts.

MightyHive is Here to Help

How much have you adjusted your email marketing strategy in response to the current COVID-19 crisis? As a Salesforce Certified Marketing Cloud partner, MightyHive can assist you with any of the challenges described – and more.

Whether you are looking at a dramatic spike in demand for your internal team, or you are in need of a partner to help you form a new strategy to connect with your customers please contact us. 

Curious about other Salesforce products? Check out this post to see how MightyHive can help you activate a unified data and media strategy with Google Marketing Platform and Salesforce.