Keen Footwear's Kristina Smith, Global Digital Marketing Director, discusses strategies for driving direct response and marketplace marketing, including paid search best practices and managing a global e-commerce presence. The episode offers valuable insights into leveraging agencies, managing platform migrations, and the importance of a unified customer view for ambitious e-commerce professionals.
Key takeaways
Embrace paid search for immediate cause-and-effect data and quick optimization opportunities; its transparency on customer behavior (searches, clicks, on-site actions) allows for rapid, data-driven adjustments.
Prioritize a unified e-commerce platform across all regions to gain a singular view of your website and customers, streamlining operations and fostering consistent conversations across global teams.
For digital marketing at scale, especially in regions with limited talent pools, strategically leverage external agency partners as extensions of your in-house team for specialized execution and expertise.
Recognize change management, particularly the human element, as the most critical component during major platform migrations; securing buy-in from all levels, from senior leadership to junior staff, is paramount for success.
Integrate brand values and mission into your marketing narrative; a values-based company culture resonates with customers and provides a strong foundation for marketing efforts.
Kristina Smith is the Global Digital Marketing Director at Keen Footwear. Where she’s responsible for all direct-response marketing and Marketplace Marketing activity. Including the target to double the active email list in the next 2 years! Keen are a designer, manufacturer, wholesaler, and retailer of performance footwear. Established in 2003 they’ve already donated more than $15m to non profit organizations and causes around the world. We chat email marketing list growth, Google Adwords, Native Display and much much more. This is an episode packed with actionable marketing ideas. ---
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What does this episode say about paid acquisition?
Embrace paid search for immediate cause-and-effect data and quick optimization opportunities; its transparency on customer behavior (searches, clicks, on-site actions) allows for rapid, data-driven adjustments.
What does this episode say about dtc strategy?
Prioritize a unified e-commerce platform across all regions to gain a singular view of your website and customers, streamlining operations and fostering consistent conversations across global teams.
What does this episode say about shopify & ecommerce platforms?
For digital marketing at scale, especially in regions with limited talent pools, strategically leverage external agency partners as extensions of your in-house team for specialized execution and expertise.
What does this episode say about founder & leadership?
Recognize change management, particularly the human element, as the most critical component during major platform migrations; securing buy-in from all levels, from senior leadership to junior staff, is paramount for success.
What does this episode say about paid acquisition?
Integrate brand values and mission into your marketing narrative; a values-based company culture resonates with customers and provides a strong foundation for marketing efforts.
