Digital Marketing in the Age of Consolidation

Andrew Solmssen | January 03, 2017

Digital Marketing in the Age of Consolidation
Companies merge it happens. And when it does, we typically get a lot of cheery press releases touting the improved efficiency and strength of the new brand portfolio. Much less discussed (and consequently lower on the list of priorities) is what to do with all of the digital marketing properties that are suddenly living under one roof. No matter how great a merger is for a company, it’s always a mess for the marketing and IT departments. Every digital property a brand owns needs to be thoroughly audited, from campaign pages to mobile apps even presences on chatbots. Invariably, we find big mismatches in technologies, content types, and even the tone and design of imagery. No two brands ever make the same decision about how to spend their money and where to focus. As a result, you end up with everything from state-of-the-art commerce platforms to Flash microsites that haven’t been updated since the second Bush administration. Unfortunately, this leaves you with two choices, neither of which is 100% wonderful. The first is to stick with the legacy systems and maintain them independently. Because this option costs less money (and certainly less work) in the short run, many companies end up making this choice.

Spotlight

When we talk about online marketing, we're essentially talking about promoting your business online using a variety of channels. And these channels include search, social, video, e-mail, and display. You see, today's customer lives across these channels and online marketing is about finding ways to be present at the right moment to capture the customer. The internet is transforming the way that people buy products or services. And now, with the internet on mobile, that experience is everywhere. This put the customer in charge of the buying process. They're armed with resources to conduct research, compare options, share what they've found, and even ask their peers for recommendations, all digitally.


Other News
MARKETING ANALYTICS

CLG and Samsung Announce Marketing Partnership

Samsung | April 13, 2021

CLG, a top-tier North American esports organization, and Samsung Electronics America, announced a partnership in which Samsung will be the Official Computer Memory Hardware Devices Partner for all CLG teams. The partnership includes an editorial-style digital content series and premier brand integration throughout CLG’s team and player digital channels across Twitch, Twitter and Instagram. Samsung is also the Presenting Partner for CLG’s Amateur Competition Platform “Samsung Open Tournament Series,” where Samsung will be involved in all marketing assets and throughout the livestreams of Samsung Open Tournament Series events on the CLG Twitch Channel. The series is coed and provides an opportunity for everyone to gain experience in a competitive and comfortable environment. The first Samsung Open Tournament Series will take place on April 24, with Amateur players competing in League of Legends. The monthly tournaments will alternate between League of Legends and fan-voted games.

Read More

MARKETING ANALYTICS

WiSA Wave Marketing Program Continues to Drive and Grow Consumer Traffic to WiSA and Member Websites

WiSA | April 14, 2021

WiSA LLC, founded by Summit Wireless Technologies (NASDAQ: WISA), today announced strong, continued website traffic and category exposure driven by the WiSA Wave Marketing Program. The program, launched on September 1, 2020, creates specific digital marketing assets and campaigns and provides Association members access to WiSA’s analytics and growing consumer database. WiSA is forecasting website traffic to reach one million visitors in 2021. WiSA Wave has shown significant web traffic growth quarter to quarter and year over year. Nearly 140,000 visitors were driven to websites for WiSA or brands and retailers in Q1 2021 versus over 34,000 in Q1 2020, representing a 234% increase. In Q1 2021, nearly 18% of all WiSA website visitors continued their journey to a member or retailer website to learn more about or buy a WiSA Certified™ product. Even with WiSA Wave exposing a large number of new, in-market enthusiasts to the category, organic, direct and referral traffic remains strong in the 18%-21% range, reinforcing the growing awareness of WiSA. “We are constantly working with our members to add value to their initiatives through advancements in technology, product development support, distribution, category and product marketing, and consumer awareness,” said Tony Ostrom, President of WiSA. “Over the next year, we will grow the wireless home cinema category through effective consumer outreach and communication, education, increased distribution of WiSA Certified solutions from WiSA members, and the continued expansion of WiSA Certified and WiSA Ready™ products.”

Read More

CONTENT MARKETING

Quad Expands Partnership With Package InSight to Help Brands Better Understand the Impact of Design on Consumer Behavior

Quad | April 14, 2021

Quad/Graphics, Inc. (NYSE: QUAD) today announced it is enhancing its integrated marketing solutions offering through a newly expanded relationship with Package InSight, an organization that studies brand packaging performance, consumer attention and shelf impact. Through this partnership, brands and marketers who work with Quad will have access to a unique, data-driven view of how consumers engage with products during the shopping experience to aid in decision-making. Package InSight, a trusted source of consumer research, uses the latest in biometric technology, such as mobile eye-tracking, facial coding and brain activation, to study package performance, consumer attention and shelf impact. The organization uses a strict methodology to provide marketers with the proprietary data they need to optimize ROI on brand creative. This complements Quad’s existing measurement and analytics capabilities, giving brands and marketers an end-to-end view of the customer journey.

Read More

MARKETING ANALYTICS

Agile marketing requires agile data measurement

martechtoday | March 30, 2021

“You have to be agile today,” said Matthew Murray, COO & CMO of direct-to-consumer women’s wellness brand Love Wellness. Certainly this didn’t shock any attendees of MarTech’s virtual conference this March. As we’ve covered extensively at MarTech Today, agile marketing is a route many business are taking, and it works best when keeping the customer as the focus. For Murray, nimble data measurement and analytics strategies are also essential to keeping the agile marketers ready for anything. Keeping agile during rapid growth Love Wellness has seen 100x growth since Murray joined the team in 2018. At that time, the company, founded in 2016 by ex-reality star Lauren “Lo” Bosworth, was just beginning its journey. First, they were a D2C ecommerce play that sold out of their digital storefront. Then, they added Amazon as a channel. In 2019 they branched out to retail, getting stocked at Ulta Beauty locations. The newest leap was to Target at the end of last year. According to Murray, his agile marketing team has grown with the company, around ten employees now. He maintains connections with other parts of the organization by serving as both CMO and COO.

Read More

Spotlight

When we talk about online marketing, we're essentially talking about promoting your business online using a variety of channels. And these channels include search, social, video, e-mail, and display. You see, today's customer lives across these channels and online marketing is about finding ways to be present at the right moment to capture the customer. The internet is transforming the way that people buy products or services. And now, with the internet on mobile, that experience is everywhere. This put the customer in charge of the buying process. They're armed with resources to conduct research, compare options, share what they've found, and even ask their peers for recommendations, all digitally.

Resources

Events