The Winning 3 C’s to Smash the Retail Giants April 9, 2015

Emakina / Quick introduction  About me  Brands I’ve worked for in UK and NL.

Emakina / It’s not all about price  It’s a crowded competitive market place  Retail Giants know their strengths and use them well  Is price the silver bullet?  You’re the brand and have something they will never have!  It’s the big trend for Are you on board?

Emakina / What does your content look like and where does it live? 1.Home Pages (onsite)

Emakina / What does your content look like and where does it live? 2.Grid pages (onsite)

Emakina / What does your content look like and where does it live? 3.PDP - product detail page (onsite)

Emakina / What does your content look like and where does it live? 1.Home Pages (onsite) 2.Grid pages (onsite) 3.PDP ( product detail page (onsite) 4.UGC customer reviews – Social merchandising (onsite) 5.Blogs 6.You Tube click hereclick here 7.Pinterest

Emakina / How can I get the most out of my content?  What makes a good content strategy? click hereclick here  Another example Mr Porter the Journal Digest. click hereclick here  Evergreen Content – It’s interesting.. Weeks, months after it was first published.. How to guides.. Great example ! Post it.. Then re tweet it.. To gain that second lift..  Look back at brands I managed.. The Good/Bad and Ugly !

Emakina / Scotch and Soda  Screen grab Scotch and Soda home page Not the perfect harmony between brand marketing and e commerce

Emakina / Scotch and Soda  Take a step back to 2013 and the landscape then.  2 web sites 2 teams not aligned and sending confusing signals to the consumer  Process to create a blend of content and commerce on 1 site and aligning plans and calendars  Show end result – This is the look book SS15 click hereclick here Not the perfect harmony between brand marketing and e commerce

Emakina / Under Armour  Where did the content live and challenges with brand team? ( will talk to this)  US take the lead other regions follow ( I will talk to this )  Example of baselayer content compared to Zalando. Leveraging and sharing content assets across markets ZalandoUnder Amour

Emakina / What are the challenges that brands have with content marketing? Who owns the content? Where is it located.. Can it be easily localized? How do I get it from the PIM.. Or other place onto the site? What’s the frequency of updating the content and who is the owner of updating it? Is there a process in place for this.. And does legal need to sign off before it gets published?

Emakina / Content is full of advantages.. Here are just a few  It’s great pull marketing.. Just think what you can do with all the enticing content you have!  It’s Organic and Ever Green  Content is Like a fine wine. It matures, stays there being consumed talked about being appreciated and ultimately winning authority

Start tomorrow! Assign a content owner Inventory check on the content you have Are you maximising and then optimising your assets?! Let’s Smash the retail giants with your fantastic and relevant content!