All posts by Whereoware Staff

Whereoware Strengthens Digital Strategy and Campaign Services with Strategic Hire

Lynne DeRoché Joins as Vice President of Strategic Solutions

Whereoware, an award-winning full-service digital agency, is strengthening their digital strategy and campaign services offering with the new addition of Lynne DeRoché as Vice President of Strategic Solutions. DeRoché will lead and mentor Whereoware’s media, creative, delivery and digital strategy teams, responsible for rigorous strategic planning, data-driven digital roadmaps, continuous optimization, and measurable achievement of client acquisition, retention, and maximization goals.

Our clients rely on us to guide them through the ever-changing digital landscape. We’re thrilled to add an executive of Lynne’s caliber and experience to lead our team of strategists and marketers activating 360-degree digital roadmaps to drive continuous growth for our clients in 2021.” said Whereoware CEO Michael Mathias.

DeRoché brings over two decades experience in both traditional and online marketing. Most recently, DeRoché was Vice President, Digital & Social Marketing, for Marriott International, where she focused on introducing industry-leading capabilities and standardizing social and digital marketing practices across 30 hotel brands and the Marriott Bonvoy loyalty program. While at Marriott, DeRoché also led global marketing efforts for Marriott Rewards, and defined the company’s approach to online performance marketing as Vice President, Digital Acquisition Marketing.

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Personalized Emails Get 50% More People to Buy

Read the case study to see how Dennis East International’s personalized email program motivates first-time online orders and keeps customers coming back for more, ultimately driving a 50% conversion rate.

Solution:

Dennis East International teamed with full-service digital agency, Whereoware, to enhance their No Order/Reorder continuous email campaign to increase order frequency and deliver a personalized experience to every buyer through automated, behavior-driven product recommendations.

The email campaign targets prospective buyers that have never placed a website order and features products abandoned in their cart. Likewise, existing DEI buyers receive a personalized email displaying items from their purchase history to urge them to reorder and restock, while also recommending related products to create endless opportunities for upsells, cross-sells, and repeat sales.

RESULTS:

Check out the full case study to see how DEI’s targeted digital marketing campaign motivates new customers to buy and nurtures existing customers throughout the buying lifecycle, while enhancing product discovery and delivering a unique experience to every buyer.

Since implementing the successful No Order/Reorder program:

  • Approximately 50% of recipients convert
  • Click-through rates exceeded industry average by 5%

Cuisinart Wins Big at 2020 MarCom and dotCOMM Awards

Two Platinum Awards for Personalized Marketing Campaign and Gold Award for New Data-Driven Website, Built by Whereoware

Cuisinart, a division of the Conair Corporation, earned two honors at the 17th annual 2020 MarCom Awards for their new website and a personalized marketing campaign for their AirFryer product. Separately, the AirFryer email campaign also won a 2020 dotCOMM Award. Both the website and marketing campaign were built and activated by full-service digital agency Whereoware.

MarCom is among the largest, most-respected international creative competitions worldwide. With over 5,000 entries received this year from the United States, Canada, and 28 other nations, the prestigious competition celebrates outstanding achievement in marketing and communications. Likewise, the global dotCOMM Awards reviewed more than 2,000 submissions, distinguishing excellence in web creativity and digital communication.

“We’re honored to be recognized by the MarCom and dotCOMM community for our customer-centered website and digital marketing campaign,” said Mary Rodgers. “The awards are a testament to the high-quality digital services delivered by our agency partner Whereoware to consistently drive our digital transformation.”

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Webinar Recap: Website Must-Haves to Drive Online and Offline Sales

In our 30-minute webinar, A Better Customer Experience in 2021: Website Must-Haves to Drive Online and Offline Sales, we shared website tips to deliver the easy and enjoyable website experiences your customers demand.

Watch the recording and get the webinar slides below to learn web essentials for a stronger website strategy that meets (and exceeds) customer expectations. Discover how to measure and improve your customers’ digital experience, and ideas to drive offline sales and support your retailer/dealer partners.

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2020 MarTech Conference: UX Impacts SEO in 2021 Session Resources

We had a blast connecting (virtually) at this year’s MarTech Conference!

In our session, UX Will Be A Critical SEO Factor in 2021… How Can You Prepare Now?, Whereoware’s Analytics and Search Manager, Anna Yunker, shared actionable tips to align with Google’s new Page Experience, Core Web Vitals, and existing search signals.

It’s never too early to start preparing your website for this important change and protect your critical search visibility. Get the presentation slides and download the checklist to learn what updates you can make today, tips for building the right foundation for a superior user experience (UX), and best practices to optimize your content strategy.

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Adding B2C To Your B2B Business: What’s Your Marketing Plan?

Adding a direct-to-consumer channel to your B2B company is not unlike opening a brand-new business. The B2C space is saturated with competition and heightened consumer expectations, and your B2B authority won’t automatically carry over.

What’s more, B2C means you’re competing directly with Amazon and other large retailers and dot coms, and that demands delivering on immediate shipping, price competition, simple returns, and an elevated product experience.

But don’t try to boil the ocean all at once – you won’t become a nationally-known brand overnight. Instead, think clearly on what distinguishes you from the competition, whether it’s your products, customer service, shipping speed, pricing, loyal fanbase, or overall customer experience. Exploit these key differentiators across your website, social, email, and advertising campaigns.

The first decision you need to make is how you’ll handle your e-commerce plan, as your approach to your website will impact all areas of your marketing efforts. (We’ve outlined key considerations to determine your best website strategy here.)

Next, with the right e-commerce foundation in place, you’ll need to build your B2C brand through sheer tenacity, differentiation, and a smart, multi-channel digital strategy.

Impression by impression, social share by social share, and interaction by interaction, you’ll start to build and grow your B2C identity. We’ve outlined some critical marketing considerations to get you started.

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Should You Add B2C to Your B2B Business? E-commerce Strategy

COVID-19’s impact on business was immediate and continues to be unimaginable, closing retail stores and restaurants throughout the country, canceling events, affecting supply chains, and mandating company-wide work-from-home policies.

Wholesale vendors and retailers had to pivot their business plans seemingly overnight. Some scrambled to stand up e-commerce websites fast (the only channel largely unaffected – and growing – during the pandemic). In fact, McKinsey & Company reported how in just three months, e-commerce penetration in the U.S. market grew more quickly than it had in the last ten years combined.

Many refocused efforts on marketing. Giftbeat reported that 53% of independent gift stores have increased their marketing activity compared to this time last year.

Companies with existing e-commerce websites and online brand authority were better positioned to withstand the uncertainty, but the force of change and dissolution of traditional sales channels left many vendors questioning: should I expand into the consumer market and establish a consumer-focused go-to-market strategy?

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To Get More Customers, You Need a Multichannel Customer Acquisition Strategy

Customer acquisition is more important—and challenging—than ever. In fact, Hubspot reports that 61% of marketers consider lead acquisition their biggest challenge in 2020.

The market changed with the COVID-19 pandemic, and while we can’t predict the future, it’s clear that “business as usual” just won’t cut it in a rapidly changing environment.  To set up your business for future growth and withstand market uncertainty, a continuous, multichannel customer acquisition strategy is critical to engage, entice, and convert new customers.

Create (and Maximize) Compelling Content

Customer journeys and buying cycles are no longer linear, and every customer is different. Today’s empowered customers seek out information across channels – bouncing from a Google search to your website, to cost comparing on Amazon or reading reviews on social media. Each channel interaction is an opportunity to acquire a new customer. Of course, capturing and maintaining attention across this multichannel journey can be challenging, and that’s where content comes in.

Informative content helps you “meet them where they are” and introduce your brand to new prospects via search results, social, and more. It’s food for your channel strategy. You’ll build credibility with potential customers by supplying answers, inspiration, and opinion, and can guide deeper interactions with your brand. Meanwhile, you gain insights into your customers’ questions or topics that interest them, giving you better ammunition for personalized follow up.

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Data-Driven Marketing in Crisis: How to Use Data to Turn Your Strategy on a Dime

Originally published in Advertising Week 360.

In a flash, COVID-19 transformed business as we know it and forced marketers to learn a hard lesson. Amidst the recent global crisis, along with constantly evolving consumer preferences, external disruptions, new technology, and more, e-commerce brands need to be able to adapt – fast.

How can your business effectively and confidently revolutionize your plan in the face of today’s rapid speed of change? In an article featured in Advertising Week 360, Whereoware’s VP of Customer Success and Marketing, Randi Mohr, offers her expertise on how to pivot and crisis-proof your digital strategy by placing your data and customers at the epicenter.

“Stay laser-focused on your customers. Turn your strategy on a dime by using data to understand your customers’ current context and proactively respond to their needs. Provide relevant value at every turn. Then, measure the results of your efforts to tailor your strategy ongoing,” she advises.

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How A Better Website Reduces Customer Acquisition Costs

Originally published in CustomerThink.

Customer acquisition is critical, but it’s also more challenging, competitive, and costly than ever. In fact, Episerver’s recent report, B2B Digital Experiences Report 2020, found that heightened customer expectations and rising acquisition costs tie for B2B leaders’ biggest external threat.

How can you meet the elevated demands of today’s customers and provide a superior online buying experience, while standing out against the competition and reducing acquisition costs?

“By taking an existing investment – your website – and have it pull double duty. With a few tweaks your website can be one of your most important sales channels and a customer acquisition machine,” says Alyson Hunter.

In an article featured on CustomerThink, Whereoware’s Director of Marketing, Alyson Hunter, shares actionable tips for optimizing your website to capture and convert more customers and deliver a winning customer experience (CX).

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