Understanding the Walmart.com Ecosystem

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Understanding the Walmart.com Ecosystem

Michael Lebhar

Michael Lebhar is the Co-founder and CEO of SellCord, which helps brands scale and maximize sales on Walmart.com. He is also the Co-founder and CMO of Engaging, where he develops marketing campaign strategies. With experience scaling and selling brands on Walmart Marketplace and stores, Michael has become a leading expert in online and in-store growth strategies.

 

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Here’s a glimpse of what you’ll learn:

  • Michael Lebhar breaks down Walmart’s landscape
  • Differentiating between Amazon and Walmart
  • How to launch and sell products on Walmart’s online marketplace 
  • The advantages of selling on Walmart.com: long-term growth and partnerships
  • Relevant considerations for transitioning to Walmart.com 
  • What are the most profitable categories on Walmart.com?
  • Evaluating strategic success on Walmart.com

In this episode…

As the largest retailer in the world and the fastest-growing online marketplace in the US, Walmart has gained significant traction among brands. Yet many apply the same sales and growth strategies when selling on Amazon and struggle to achieve results, attributing the lack of sales to scarce demand and opportunity. What should you consider before selling on Walmart.com, and how can you scale on its marketplace?

With fewer third-party sellers than Amazon, Walmart.com offers ample opportunity to drive sales growth in multiple categories. Additionally, Walmart merchants encourage growth by facilitating first-party vendor relationships, where the retailer lists your products and ensures high-ranking search results. With expertise in the early stages of Walmart.com, Michael Lebhar recommends evaluating profitable categories, opportunities, and competition before launching products on Walmart.com. When transitioning from other marketplaces like Amazon, it’s crucial to alter your content, shipping, and growth strategy to align with Walmart’s ecosystem.

In today’s episode of The Digital Deep Dive, Aaron Conant returns to welcome Michael Lebhar, the Co-founder and CEO of SellCord, for a conversation about Walmart’s online marketplace. Michael shares Walmart’s most profitable categories, how to facilitate long-term growth and partnerships on the retail site, and how to transition to the platform. 

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Chris Bruderle

Chris Bruderle is the Vice President of Industry Insights and Content Strategy at the Internal Advertising Bureau (IAB), which empowers the media and marketing industries to thrive in the digital economy. As a web analytics, market research, advertising, and content expert, he has over 10 years of experience mining data and collecting insights for various web publishers. 

 

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Here’s a glimpse of what you’ll learn:

  • How brands should consider retail media advertising 
  • Navigating privacy compliance in advertising
  • Chris Bruderle shares CTV advertising strategies 
  • The integration of CTV, retail media, and social platforms
  • Chris’ predictions for digital shopping
  • Tactics for maximizing retail media spend
  • Balancing consumer privacy and effective data insights

In this episode…

Retail media and CTV are the key drivers of growth in the digital advertising ecosystem. However, with consumer privacy regulations hindering targeting efforts, brands must maintain compliance while gathering insights. What should you know about the evolving digital media space, and how can you profit from it?

Digital media researcher Chris Bruderle recommends partnering with retail media networks to obtain consumer insights in a privacy-compliant manner. Once you’ve gathered data from your target demographic, upload the information to a data clean room to remove sensitive material. Retailers can also integrate their first-party data and offer feedback and results-driven metrics. Leveraging CTV advertising is essential for profitability in the digital landscape, so Chris advises developing and adapting shoppable videos, QSR codes, and sponsored ads on streaming networks to encourage action from consumers. 

In today’s episode of The Digital Deep Dive, Aaron Conant welcomes Chris Bruderle, IAB’s Vice President of Industry Insights and Content Strategy, for a discussion about the exponential growth of retail media and CTV. Chris addresses the integration of CTV and retail and social media, his predictions for live digital shopping, and how to maximize retail media spend.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Jacob Cooke

Jacob Cooke is the Co-founder and CEO of WPIC Marketing + Technologies, a leading eCommerce and technology consultancy driving growth for global brands in China, Japan, and Southeast Asia. Under his leadership, the firm has built an expansive solution set in data analytics, eCommerce activations and store management, brand strategy, creative campaigns, merchandising, and more. Having lived in Beijing since 2003, Jacob frequently contributes to Bloomberg on eCommerce, retail, and technology trends in China.

 

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Here’s a glimpse of what you’ll learn:

  • How to evaluate the China eCommerce market 
  • Profitable retail categories in the APAC (Asia Pacific) market
  • China market entry strategies
  • Jacob Cooke talks about the costs of launching in China’s market
  • What are the challenges of penetrating China’s market?
  • Driving sales and targeting consumer demographics
  • The value of live streaming in gaining brand recognition 
  • Jacob compares China’s market to Japan and South Korea

In this episode…

As sales growth in the US declines, brands are launching in the China and APAC markets to drive additional sales. eCommerce is a profitable market in China, with 50% of retail sales occurring online and 80% influenced by social platforms. What should you know about China’s eCommerce market, and how can you launch products there?

As consumers focus more on health and wellness, categories like supplements, outdoor wear, and appliances have expanded significantly in Asian markets. With deep expertise in China market trends, Jacob Cooke emphasizes launching with an exclusive online strategy and innovating in these categories to demonstrate value to consumers. Partner with experienced agencies, leverage influencers, and live stream videos on Chinese platforms like Douyin to develop a widespread presence in these markets.

Join Aaron Conant for another episode of The Digital Deep Dive as he interviews Jacob Cooke, the Co-founder and CEO of WPIC Marketing + Technologies, about breaking into the China eCommerce market. Jacob explains how to drive sales and target consumer demographics, the costs of launching in the market, and the difference between China, Japan, and South Korean markets.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Michael Zakkour

Michael Zakkour is the Founder and Chief Strategist at 5 New Digital, a consultancy that advises clients on strategy, structure, implementation, and transformation in the digital realm. Michael has over 20 years of experience in eCommerce, specializing in digital transformation, data science, the China/APAC market, digital commerce, and new retail strategy. He is also the Founder and Managing Director of China BrightStar, LLC. As an author and speaker, Michael has been interviewed by The Wall Street Journal, Forbes, NPR, the BBC, and many other media outlets.

 

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Here’s a glimpse of what you’ll learn:

  • How newer generations interact with commerce
  • What is immersive commerce, and how should brands leverage it? 
  • Actionable steps for growth in the new stage of commerce 
  • The value of video content for the customer journey
  • Michael Zakkour talks about optimizing your budget for immersive and experiential commerce

In this episode…

Younger generations like Gen Alpha interact with commerce brands by balancing physical and digital interactions, playing video games like Fortnite and Roblox while socializing with friends. This online and offline integration has initiated a new retail class, where brands must amplify the shopping experience to reach younger audiences. How can you leverage immersive and experiential commerce to excel in the new digital age?

With consumers becoming disinterested in two-dimensional shopping experiences, traditional eCommerce is underperforming. According to digital thought leader Michael Zakkour, eCommerce’s pervasive presence has led consumers to desire more meaningful interactions. Immersive commerce integrates live streams, shoppable videos, virtual environments, and avatars to create engaging and pragmatic experiences. Capitalizing on modern retail requires identifying top-performing digital tools and channels and developing a video commerce strategy involving streaming and live shopping videos with real-time purchasing options. 

Tune in to the latest Digital Deep Dive episode as Aaron Conant welcomes Michael Zakkour, the Founder and Chief Strategist at 5 New Digital, back to the show to discuss leveraging immersive commerce to engage younger generations. Michael shares actionable steps for success in the new digital realm, the importance of interactive video content, and how to optimize your budget for experiential commerce.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Steven Moy

Steven Moy is the CEO of Barbarian, a leading creative digital advertising agency. Throughout his career, Steven has worked on large-scale digital transformation initiatives for global brands, including American Express, McDonald’s, CVS Health, and AT&T. Since joining Barbarian in 2019, he has significantly reshaped the agency by launching its first global office, adding new clients, and initiating new business practices.

 

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Here’s a glimpse of what you’ll learn:

  • Steven Moy describes his background as a marketer during the rise of the internet
  • How brands can target and engage with younger audiences 
  • Elevating content creation without depleting ad spend
  • Tips for adapting to the digital paradigm shift
  • AI’s role in the creative process — and how to leverage it to align with younger generations’ needs
  • The metaverse’s potential in bringing value to younger generations
  • Steven talks about the intersection between brand building and performance

In this episode…

According to a recent study conducted by Insider Intelligence, social media is the first touch point for over 40% of consumers under 30. These younger generations consume hours of high-velocity, compelling content, prompting brands to compete for attention. How can you produce large volumes of creative content to target digital-first generations?

As an early adopter of digital during the dot-com bubble, Steven Moy endorses attention economics, which forces brands to capture consumers’ limited attention spans on fast-paced, content-rich platforms like TikTok. Highly targeted content captures consumers within the first second and communicates value propositions in the following three to four seconds. To reach younger generations effectively, Steven recommends hiring college students to create engaging short-form videos that resonate with audiences.

In today’s episode of The Digital Deep Dive, Aaron Conant welcomes Steven Moy, the CEO of Barbarian, to discuss creating content for digital-first generations. Steven explains how to adapt to the digital paradigm shift, AI and the metaverse’s roles in the creative process, and how to budget for rapid content creation.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Brad Dey

Brad Dey is the President of Dey’s End Consulting LLC, a full-service certified Shopify Plus partner focused on solving eCommerce and operational challenges. He has experience working on enterprise-level projects in financial services at Fortune 100 and 200 companies. As an eCommerce solutions architect, Brad has had CIO-level involvement at some of the world’s largest eCommerce companies.

 

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Here’s a glimpse of what you’ll learn:

  • Essential considerations for Shopify integrations in Q4
  • How to plan and manage inventory on Shopify
  • Tips for mitigating Shopify returns
  • Brad Dey talks about the elements of a tech stack audit
  • Shopify’s new technology releases and functions 
  • Integrating Buy with Prime and Shopify
  • How brands can leverage TikTok Shop

In this episode…

At the height of Q4, profitability remains top of mind for many Shopify brands. As you evaluate new integrations and tools, how can you drive sales while managing demand challenges?

Rather than exhausting resources by upgrading your front-end tech stack, eCommerce solutions consultant Brad Dey encourages brands to focus on optimizing their back-end operations to ensure sufficient demand. As you prepare for the holidays, manage your inventory by identifying your highest and lowest-selling products to determine discounted items. This allows you to develop an ideal cost structure for your 3PLs. With consumers purchasing and returning multiple sizes and variations of one product, you must develop systems to mitigate the resulting profit loss. Consider leveraging a sizing tool to provide customers with accurate sizes, boost loyalty, and improve experiences.

Tune in to this episode of The Digital Deep Dive as Aaron Conant hosts Brad Dey, the President of Dey’s End Consulting LLC, who shares strategies for a profitable Q4 on Shopify. Brad explains how he conducts tech stack audits, Shopify’s new releases and functions, and how to integrate Buy with Prime and Shopify.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Meghan Corroon

Meghan Corroon is the Founder and CEO of Clerdata, a marketing intelligence platform that drives sales. As a data scientist, she has completed data science research for several national governments in Africa. Before founding Clerdata, Meghan was the Technical Director for the University of North Carolina at Chapel Hill’s Bill and Melinda Gates Foundation portfolio evaluation.

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Here’s a glimpse of what you’ll learn:

  • The importance of incrementality in retail media
  • Leveraging data to allocate retail media spend
  • Case studies: how to measure incremental sales
  • Strategies for driving incremental sales growth
  • Meghan Corroon talks about real-time marketing analytics
  • The rise of new digital tools
  • How has the evolution of retail media impacted brand growth and performance?

In this episode…

Incrementality has become imperative in distributing retail media spend and measuring sales growth from marketing efforts. With so many trending advertising channels and retailers, brands often invest in each one simultaneously, creating data silos and inhibiting visibility into top-performing platforms. How can you measure incremental ROI holistically?

In today’s volatile economy, consumers are spending less money, so brands must invest in their shoppers’ most frequented platforms. According to data enthusiast Meghan Corroon, this requires evaluating your channel budgets and resulting performance to make real-time, data-driven decisions. After performing a comprehensive analysis, brands often find they’ve invested too much money in underperforming channels. By reducing your budget for low-engagement platforms, you can measure impacted sales growth to identify your most profitable networks and boost ROI.

Tune in to this episode of The Digital Deep Dive as Aaron Conant invites Meghan Corroon, the Co-founder and CEO of Clerdata, to speak about measuring incremental sales growth on retail media networks. Meghan explains the importance of incrementality, real-time marketing analytics, and how the evolution of retail media has impacted brand growth.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Lauren Livak Gilbert is the Director of the Digital Shelf Institute (DSI), which shapes the future of digital and advances commerce through community, content, and education. In her role, she defines the strategy for creating a global industry commerce community to support brands, retailers, and future leaders in the complex digital environment. As a thought leader in digital and design, Lauren has experience driving impactful multi-channel design content, transformative digital shelf solutions, and high-conversion web UX designs across multiple regions. Before DSI, she held numerous roles at Johnson & Johnson, where she owned the digital shelf for consumer products in North America.

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Here’s a glimpse of what you’ll learn:

  • How are organizations structuring eCommerce and digital?
  • Crucial considerations for implementing eCommerce and digital into organizational departments
  • The barriers to accelerating eCommerce in organizations
  • Retail media’s impact on organizational structures
  • Allocating ad spend to maximize profitability
  • Lauren Livak maintains the importance of prioritizing channel investments
  • Key shifts in organizational structures

In this episode…

Digital and eCommerce are necessary capabilities for brands, but integrating them at scale has become increasingly complicated. Some organizations position these functions in their IT departments, whereas others incorporate them in marketing or sales. How should you consider digital’s role in organizational structures?

Digital shelf expert Lauren Livak says that while you may integrate eCommerce into your IT department initially, it must expand throughout the business. Evaluating your organizational structure helps you determine its primary focus and consolidate digital capabilities within the specified area and the remaining departments. This should include cross-functional collaboration and involve every member of the company. With retail media extending throughout all major merchandisers, connecting your advertising efforts to digital is crucial. When considering eCommerce’s position in your business objectives, prioritize your investments to target consumers in their most frequented channels rather than distributing your ad spend based on industry trends.

In today’s episode of The Digital Deep Dive, Aaron Conant chats with Lauren Livak Gilbert, the Director of the Digital Shelf Institute, about digital’s place in organizational structures. Lauren talks about the barriers to rapid eCommerce acceleration, key shifts in organizational structures, and how to implement digital into business departments.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Tom Logan

Tom Logan is the Co-founder and CEO of Cohley, a content generation and testing platform that helps brands create content for social ads, email marketing, websites, and more. Tom is also a member of Founders Pledge, an initiative enabling philanthropy among founders and investors. Before founding Cohley, Tom was the Director of Customer Development at Piqora and a Client Success Manager for Wildfire by Google.

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Here’s a glimpse of what you’ll learn:

  • The rise of authentic UGC content
  • Consumer trends in the eCommerce space
  • Managing the demand for diverse content 
  • How reviews drive purchasing decisions — and how to optimize them
  • What is the difference between influencer content and voice of the shopper?
  • Tom Logan emphasizes the importance of an omnichannel presence
  • Key considerations for creative content in retail media

In this episode…

According to digital studies, 70% of in-store purchases occur from online product research. With this integration of retail and digital commerce, consumers desire authentic, interactive content. How can you optimize your product detail pages to emphasize the voice of the shopper?

As consumer shopping habits expand to both online and in-store channels, content tester Tom Logan says you must diversify content to target shoppers on their chosen platforms. Product reviews are one of the most reliable conversion drivers, so curating and emphasizing positive reviews on your PDPs is critical. You can generate authoritative content from reviews by launching product unboxing and testing videos on multiple social channels. While many brands leverage influencers to create these videos, Tom recommends using loyal customers to shift the focus from brand awareness to the voice of the shopper. 

Join Aaron Conant in today’s episode of The Digital Deep Dive as he welcomes the Co-founder and CEO of Cohley, Tom Logan, back to the show to discuss optimizing content for the shopper. Tom shares how brands can leverage authentic UGC content, how to optimize reviews to drive purchasing decisions, and considerations for generating creative content for retail media.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Tom Hileman

Tom Hileman is the Managing Partner of Digital at Global Prairie, a purpose-driven marketing firm crafting business-building solutions. He was the former President of Hileman Group, which was acquired by Global Prairie. Tom has more than 20 years of experience in the marketing and information technology space. Through various management roles and experience with organizations such as Microsoft, Oracle, and IBM, he specializes in leveraging solutions for business growth and success.

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Here’s a glimpse of what you’ll learn:

  • AI’s impacts on digital healthcare marketers
  • How digital marketers utilize data in healthcare
  • Tom Hileman talks about AI’s potential in healthcare
  • Personalizing the patient journey through machine learning and automation
  • Leading digital trends in healthcare
  • The importance of taking an active role in your healthcare journey
  • Pervasive challenges in marketing

In this episode…

The healthcare space collects more data about its consumers than any other industry. Additionally, healthcare has the most human error, with the second leading cause of death occurring at the hands of medical professionals. AI, automation, and other machine learning tools can rectify this issue and streamline the patient experience. How is the healthcare industry leveraging these technologies?

From operating scanning technology and analyzing patient charts to disseminating data for advertising campaigns, AI is transforming the healthcare industry. With copious data in various locations, these tools can gather, organize, manage, and store it to provide personalized patient care. However, the government has enacted strict regulations, with IP addresses and other forms of PII (personally identifiable information) being classified as PHI (protected health information). While healthcare marketers are largely restricted from collecting information for retargeting and remarketing, digital healthcare expert Tom Hileman says they can utilize this data to offer customized educational resources. By assessing and mitigating bias in machine learning, you can prioritize patient care based on needs and reduce human error. 

In today’s episode of The Digital Deep Dive, Aaron Conant sits down with Tom Hileman, the Managing Partner of Digital at Global Prairie, to talk about the role of digital tools in healthcare. Tom describes AI’s impact on patients and healthcare marketers, why you should be an active participant in your healthcare journey, and the leading digital trends in healthcare.

Resources mentioned in this episode:

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

BRINGING TOGETHER INFLUENTIAL EXECUTIVES AND SENIOR PROFESSIONALS

What is BWG Connect?

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
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