Michael Robinson

I'm pro DEI . . . when it comes to ecommerce acquisition channels. Don’t bet the house on one channel (Meta, Amazon, Google). We’re years past the point where that works. It's not building a resilient business. At this point, you >need< to diversify your acquisition, especially as you’ve acquired all those low-cost customers on one channel – and direct mail is the sturdy, predictably priced solution. You’re not going to accidentally spend $10k extra on a DM campaign. And you’ll be unlocking a new acquisition channel to scale. And who cares if election spend is driving up rates. And iOS 14 doesn't matter. And your CFO will love the diversity. Plus, you can get set up with our new prospecting audience tool and launched in <1wk:

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In the world of DTC e-commerce, visibility is everything! Taking a page from bestselling author Jeff Pearlman’s playbook, it's clear that strategic placement can make all the difference. Just as Jeff promotes his books by moving them to the "New and Notable" section, which is a brilliant move, we help brands position themselves where they get noticed. At Cannella Media DTC, we specialize in creating integrated campaigns that ensure your products are front and center, across all channels. #DTCEcommerce #OmniChannelMarketing #CannellaMediaDTC #VisibilityMatters #JeffPearlman #storytelling #NewYorkTimesBestSellersList

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More on Target's Marketplace . . . Yesterday, Target came out and admitted they had 1,200 vendors on their marketplace, like it was a source of pride. But, let's put that number into perspective. Target's Marketplace has been live since at least 2018 because I remember the day like it was yesterday. Forbes got wind of it, found the test site and asked me for my perspective. So for the past 6 years, Target has onboarded 200 vendors per year, or, as an even worse point of reference, 3.8 new vendors per week!!! If you understand e-commerce, then you will agree those numbers are woefully slow (and sad), and that is before even bringing comparisons to Walmart or Amazon and into the picture. "Curated" should not be an internal code word for "Fear." Because that is what these numbers illustrate -- a fear from the Target leadership team to buy into a marketplace strategy and, even more glaringly, a lack of competence in overseeing the initiative over that time horizon. https://lnkd.in/gxNf8iGY #retail #retailing #cpg #branding #advertisingandmarketing #onlineshopping #shoppingandtheretailindustry

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Solving your "one-time buyer problem" is fundamental to success in eCommerce. You know, the 60% of your new customers that you paid heavily to acquire, but never come back. Getting the second purchase is critical to profitability. You don't want to leave it to chance...you want to engineer it. Often driving that second purchase comes down to offering the right product. Case (study) in point: we teamed up with Tresl Segments (AKA Segments Analytics) to help bag maker Lo & Sons predictably drive second purchases with direct mail. ➝ Segments Analytics ID'd likely second purchases based on specific first products purchased ➝ We sent those likely second purchase products in postcards. Did Segments Analytics accurately predict those purchases? And direct mail generate them? Yes & yes. Segments Analytics' data predicted second purchases over half the time on two customer segments. ➝ Specifically, they predicted the second purchase 56% of the time on one product, and 64% on another. And the postcards drove ROAS of 7x and 10x, respectively. Direct mail works. And it works well with others. Read more about the segmentation and tactics in the full case study.

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Breaking the monotony of social feeds is essential for brands aiming to stand out in today’s digital landscape. This article from ScaleUp dives into how using pattern interrupt strategies can help DTC brands disrupt autopilot scrolling, grab attention, and turn passive viewers into active customers. Explore innovative techniques, such as unpredictable visuals, story-driven content, influencer collaborations, and format shifts, to create engaging content that stops the scroll. Learn how to master pattern interrupts to boost engagement and drive meaningful connections with your audience. Read the full article here: https://lnkd.in/gnkr5rJc #CreativeMarketing #InfluencerMarketing #MarketingInnovation #ContentMarketingTips #SocialMediaStrategy #DigitalMarketing

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