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Summary:

Why do brands invest in the upper funnel?

In this podcast, digital marketing strategist Geeta Randev discusses the evolving landscape of digital marketing, emphasising the importance of investing in upper funnel marketing to build brand awareness and customer loyalty.

She highlights the need for managing expectations regarding the time it takes to see results from upper funnel investments and the significance of understanding the entire consumer journey, which begins before a customer even visits a website.

Geeta also addresses the challenges of creating cohesive consumer experiences across multiple touchpoints, and the art of storytelling in marketing, advocating for a more integrated approach to engaging consumers.

The podcast explores the intricacies of digital marketing, focusing on the importance of landing pages, user journeys, and the role of AI in enhancing marketing strategies.

Geeta and James discuss how brands can better engage consumers through thoughtful content strategies and the necessity of nurturing leads through the sales funnel.

The conversation also highlights the challenges and opportunities presented by AI in marketing, emphasising the need for brands to adopt a strategic approach to its implementation. Finally, Geeta addresses common pitfalls in marketing strategies, urging brands to be authentic and transparent in their messaging.

Key takeaways:

• Investing in upper funnel marketing is a long term commitment
• Managing ROI expectations is challenging
• The consumer journey starts before they hit your website.
• You need to own the entire consumer journey from start to finish.

• Storytelling should be interwoven across the site for better engagement.
• Reconsider the formatting of landing pages to enhance user engagement.

• Nurturing consumers through the funnel requires tailored content and strategies.
• AI can significantly enhance marketing efforts but requires careful implementation.

• Consumers are increasingly savvy and can see through inauthentic marketing.

Summary:

In this ecommerce podcast, James Gurd discusses the recent BigCommerce Partner Summit with agency leaders Rupert Cross and Mark Slocock.

They explore BigCommerce's market positioning, particularly in the B2B space, and share insights from the Partner Advisory Board.

The conversation delves into the challenges and areas for improvement for BigCommerce, including the need for better tools and features. They also discuss the roadmap for future developments, the role of AI, and the importance of composability in ecommerce solutions.

The conversation delves into the evolving landscape of ecommerce, focusing on BigCommerce's product strategy. Mark and Rupert discuss the importance of content management, the integration of B2B solutions, and the significance of self-service capabilities for businesses.

The discussion emphasises the need for flexibility in ecommerce platforms to meet diverse business needs and enhance user experience.

Key takeaways:

• BigCommerce is focusing on B2B opportunities as a key growth area.

• Vertical-specific solutions are needed to address unique business requirements.

• AI and composability are becoming essential in ecommerce strategies.
• Flexibility in licensing and pricing models is important for merchants.
• Page Builder needs significant improvements for better usability.

• Merchants want to see use cases rather than just features; you can't be all things to all people.

• A strong promotions engine is vital for ecommerce success.
• Flexibility in platforms allows for better growth opportunities.
• Continuous dialogue among industry experts fosters innovation.

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Video summary:In this ecommerce podcast, experienced ecommerce consultant James Gurd and Global Digital Director Will Lockie discuss the intricacies of expanding ecommerce brands into the Chinese market. They explore the unique dynamics of the Chinese consumer, the importance of compliance and local partnerships, and the strategies for successful market entry.The conversation also delves into the role of platforms like Tmall and WeChat, the significance of live shopping, and the challenges of performance marketing in China. Will shares valuable insights from his experiences, emphasising the need for a tailored approach to product strategy and marketing in this rapidly evolving landscape.Key takeaways:1. China teaches you how to accelerate digital.2. The customer journey is completely different to Western markets.3. Skincare is the top selling category in China.4. Spend time in the market to understand it better.5. Product formulations must be legally compliant.6. Allow yourself a bare minimum of 12 months.7. Hiring local talent is essential for success.8. Tmall Global is a great starting point for brands.9. WeChat is a mini CRM for brands.10. Live shopping is critical in a noisy market.Chapters:[00:35] Introduction to E-commerce Expansion in China [05:30] Understanding the Chinese Market Dynamics[10:25] Go-to-Market Strategies for China[14:20] Product Compliance and Adaptation[16:55] Navigating Bureaucracy and Compliance[18:00] Finding Local Advisors and Building Networks[20:20] Leveraging Tmall Global for Market Entry[22:40] The Role of WeChat in the Purchase Journey[27:50] Live Shopping Trends in China[35:00] Performance Marketing Strategies in China[40:27] Team Structure and Resourcing for Expansion