2024以消费者为中心的商业报告：如何通过终极全渠道品牌体验推动电子商务增长

Consumer-Centric Commerce: Driving eCommerce Growth with the Ultimate Omnichannel Brand Experience

The Buyer Journey is Nonlinear

• Product Lifecycle: Inception, Category Leadership, Launch, and Marketing Plan.
• Key Metrics:
  • Inception: Building the initial audience.
  • Category Leader: Establishing market leadership.
  • Launch: Effective marketing strategies.
  • Build 1P Audience: Collecting consumer insights and content.
  • Customer Advocacy: Leveraging consumer preferences and advocacy.

Zeroing In On Your Audience

• Audience Segmentation:

  • Retailer Preference: Segmenting by retailer.
  • Product Preference: Segmenting by product.
  • Creative: Segmenting by creative.
  • Geographic Location: Segmenting by geography.
  • Fulfillment Preference: Segmenting by fulfillment.

• Key Data Points:

  • California: Drives the most traffic to alcohol brands.
  • Walmart: Sees the most traffic from social platforms.
  • Top 5 Retailers: Drizly leads in alcohol traffic, followed by Instacart.

• Marketing Effectiveness:

  • A leading spirits brand improved marketing effectiveness by 34% in purchase intent and 48% in purchase intent rate using MikMak-powered audience segments.

Leveraging User Generated Content

• Importance of Social Media: 74% of shoppers trust user-generated content more than brand-created content.
• Content Engine: Bazaarvoice communities as the content engine.
• Conversion Rates: Shoppers are willing to write reviews if asked (165%).

Translating Marketing into Results

• Source Content from Loyalists: Creating a seamless collection process.

• Shoppable Storefronts: Building inspiring and converting storefronts.

• Discovery in E-commerce: Bringing discovery beyond social media.

• Case Study: Ricola used MikMak to launch shoppable influencer campaigns on TikTok and Instagram, achieving a 2.8x higher purchase intent rate on TikTok compared to the health category average.

Diageo's Success

• Data-Driven Marketing: Diageo saw significant growth in sales across products by implementing MikMak Insights.
• Product Growth:
  • Guinness: 26% growth.
  • Smirnoff: 23% growth.
  • Lone River: 33% growth.
  • Category Competitor Benchmark: ~15% growth.

Tactical Considerations for Different Ad Types

• Feed-Based Video Ads
• Reels (and Story) Video Ads
• Image Ads in the Feed

Thank You!

• Speakers: Sasha Reyes-Guerra, Allison Webb, Adam Russack
• Contact Information:
  • Sasha Reyes-Guerra: sasha@mikmak.com
  • Allison Webb: allison.webb@diageo.com
  • Adam Russack: adam.russack@bazaarvoice.com