Beyond Conventional Marketing: A Marketing Leaders Guide to Digital Consumer Experiences

Every brand and business focuses on digital marketing today. But not everybody has an endless budget and big teams. Is there anything that works for small and medium brands?

Luis Velasco, the Senior Vice President of Marketing at Jollibee, believes there are three things you can focus on to be impactful and help you connect with your consumers. And today, he joins us to share his secret sauce for winning at digital marketing.

In this episode, we discuss:

• Adapting to consumer's preferences
• How digital marketing allows you to overcome traditional marketing challenges
• Digital marketing personalization and data analysis 

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Attention might be one of the most scarce resources nowadays. All brands fiercely compete to get people's attention and ensure they have the best experiences possible. That is the idea of experiential marketing; it aims to provide an exciting and unforgettable experience to your customers.

But experiential marketing is considered to work most effectively in off-line environments. Is there any way to ensure the same experience in the digital world? Angelic Vendette, the Chief Marketing Officer at Alo Yoga, has some strong arguments for a positive answer.

In this episode, we discuss:

• Experiential marketing
• The importance of a strong community
• Why does combining experiential and digital marketing become so powerful? 

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Innovation is a word people repeat… a lot. But what does this really mean, and what is the most effective approach to drive consumer marketing innovation? To answer these questions, Ivonne Kinser, Vice President of Marketing and Innovation at Avocados From Mexico, joins Anushka Lokesh.

In this episode, we discuss:

• Ivonne's approach to marketing innovation
• How can you drive marketing innovation?
• The impact of technology on marketing
• Why should you leverage your strengths 

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Which company comes to your mind first when you think of outstanding consumer marketing? We bet there is a great chance your answer is Coca-Cola. Even if not, we have to admit that marketing is one of the elements they have truly mastered. Their team does an impressive job of appealing to people's emotions and interests and keeping up with the latest trends.

But how do they do that? To find out, we invited one of Coca-Cola's marketing champions, Kate James, Senior Manager of Digital Commerce Marketing at The Coca-Cola Company. Kate considers herself a digitally native storyteller. Today, she talks about what makes Coca-Cola's digital marketing initiatives stand out and how the company evolves with the consumer.

In this episode, we discuss:

• The evolution of digital marketing
• How today’s consumers shop
• Why you should adapt your marketing to present trends
• The three questions every marketer should answer    

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Dear marketers, learn the following: personalized consumer experiences should feel natural. Consumers should walk away with the feeling that interacting with your brand makes their lives easier and better.

But the question remains, how can you do that effectively? In this episode, Logan Bennett, Personalization Experience Lead at Carhartt, joins us to share his expertise in personalization. He also talks about how to set up the customer journey and the role of data in curating seamless personalized experiences and marketing strategies.

In this episode, we discuss:

• The importance of the consumer journey
• How does the customer journey impact marketing strategies?
• Customer journey challenges
• Being data-driven vs data flexibile   

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Why is personalization crucial to your business success? And how can you approach customer personalization efficiently? These are great questions that require clear answers. So we invited a true personalization professional on to the podcast. Anna Kloss is the Vice President Pricing, Promotion, Product, and Personalization at Vista. 

Anna has extensive experience leading transformative commercial programs involving analytics-driven, data-heavy approaches with a focus on retail and consumer industries. She enables cross-functional teams to develop, test, and scale granular, impactful pricing, promotion, and personalization strategies.

In this episode, we discuss:

• What makes personalization complex
• What Customer Relationship Magic is at Vista 
• Advice on implementing personalization and best practices   

For more interviews from the Beyond Conventional Marketing podcast, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

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This 90-year-old family-owned company has a big brand and huge market. One of the most important changes in the last 90 years — and especially recently — is how they’ve leveled up their use of data.

Hear our conversation with Lucas Johnson, Associate Vice President, Zippo Global Marketing at Zippo:

• Zippo’s best practices for aggregating and visualizing data
• Data’s role in the e-commerce space
• Integrating a data-driven approach with the core values of a heritage brand   

More information about Lucas and today’s topics:

• LinkedIn Profile: https://www.linkedin.com/in/lhjohnson/
• Company Website: https://www.zippo.com/
• First Insight: https://www.firstinsight.com/
• Domo: https://www.domo.com/  

Keep connected with Beyond Conventional Marketing by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Thanks for listening!

To build a thriving e-commerce business goes beyond just digital marketing. You need to have the infrastructure, supply chain, digital processes, technology, and people in place — and to learn as you go.

In our conversation with Kacy Fabie, Head of Digital Marketing and eCommerce at Colour Republic LLC she talks about:

• Building an e-commerce platform from scratch
• The importance of logistics and customer experience in the fresh flower industry
• The philosophy of e-commerce brands to learn as you go     

More information about Kacy and today’s topics:

• LinkedIn Profile: https://www.linkedin.com/in/kacyfabie/
• Company Website: https://colourrepublic.com/  

Keep connected with Beyond Conventional Marketing by following us on Apple Podcasts, Spotify, or your favorite podcast player. Thanks for listening!

This is the fundamental tenet of human-based marketing: 

Time is precious; therefore, attention is priceless. 

In this episode, we interview Kyle Maurer , VP of Digital Marketing & Gaming at Monster Energy , about what marketing as a relationship really means. 

Join us as we discuss:

• Understanding and connecting with the consumer, generationally
• Layers of audience and the attention spectrum
• The role of social media and peripheral touchpoints
• 3 questions you should be asking about attention    

Keep connected with Beyond Conventional Marketing by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Thanks for listening!

How do you market luggage to people who have stopped traveling? 

It takes a truly nimble and culturally sensitive marketing team, for a start. 

In this episode, we interview David Oksman, VP of Marketing & E-Commerce, Samsonite, about moving at the speed of culture and the breadth of opportunities for digital marketing. 

Join us as we discuss:

• What traits make marketing teams successful
• Category transformation and marketing campaigns in the travel industry
• Why the future of digital marketing is a blend of Web 2.0 and Web 3.0
• Ownership of digital assets vs. physical assets    

Keep connected with Beyond Conventional Marketing by subscribing on Apple Podcasts , Spotify , or your favorite podcast player. Thanks for listening!