I'm excited to another fascinating conversation I had, this time with Rae Guimond, Director of Strategy at PriceSpider - a platform that connects brand marketing and performance marketing insights to create full-funnel understanding for companies like Walmart, Lowe's, and eBay.
We explore how consumer behavior continues t evolve and the marketing strategies that go with them, and how to measure ROI at every touchpoint. Trust me, you don't want to miss this one!
Here are some highlights from our conversation:
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Understanding the Consumer Journey: Rae discusses the importance of knowing how consumers research products, make purchases, and engage with brands. She emphasizes the need to identify the most effective marketing channels and opportunities to maximize ROI.
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The Impact of the Pandemic: Rae explains how the pandemic has accelerated the shift towards online shopping, particularly in categories like consumer electronics and household goods. She discusses the challenges brands face in protecting against cart abandonment and returns, as well as the need to ensure product availability and loyalty.
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Applying Digital Insights to Physical Spaces: We explore the concept of cart abandonment in physical retail environments and how brands can leverage digital insights to optimize the physical shopping experience. Rae shares insights on applying methodologies from DTC (direct-to-consumer) and online marketing to brick-and-mortar stores.
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The Problem of Third-Party Sellers: Rae highlights the financial impact of third-party sellers on brands, particularly on platforms like Amazon. She discusses the challenges brands face in maintaining control over pricing and brand image, and the need for retailers to be accountable in supporting brand sales.
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The Cost-Conscious Consumer: We delve into the mindset of the cost-conscious consumer and the impact of rising prices on discretionary spending. Rae emphasizes the importance of offering value and quality to consumers, as well as aligning with their values and sustainability concerns.
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Last Mile Delivery as an Ad Channel: We explore the potential of last mile delivery platforms, such as delivery trucks and ride-share vehicles, as advertising channels. Rae discusses the opportunities for brands to connect with consumers who are spending less time in physical stores and the importance of leveraging geolocation and demographic data.
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The Ownership of Data: Rae emphasizes the need for brands to understand the ownership of data and the importance of first-party data in a changing landscape of data privacy regulations. She discusses the role of consent and the collection of data at various touchpoints to optimize marketing strategies.
These are just a few of the key insights from our conversation. If you're interested in learning more about consumer behavior, marketing strategies, and the power of data in driving ROI, I highly recommend watching or listening to the full episode.
Remember, knowledge is power, and by staying informed and adapting to changing consumer trends, you can position your brand for success.
So, what are you waiting for? Watch or listen to the full episode now to gain valuable insights that can help you optimize your marketing strategies and drive better results.
Don't miss out on this opportunity to stay ahead in the ever-evolving world of consumer behavior and marketing.
Click here to watch or listen now and take your marketing game to the next level!
