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Large-Scale Online Retail: What Does It Take To Succeed?

Written by: Juliana Casale, Director of Marketing

At Nanigans we believe that it’s better to specialize what our software can do and who we choose to work with, rather than try to be a one-size-fits all advertising solution. Over the past five years we have been laser focused on building the best campaign management and optimization platform a large-scale direct response digital advertiser could ask for. Along the way we have learned what core qualities make our online retail customers truly successful – and we thought we would share a couple here:

1. Data-Savvy Staff With a Testing-Driven Philosophy

Large-scale online retailers aren’t afraid to gamble on new ad units, creative or copy because they know you don’t get to spending $30K a day on social media without taking some risks. They recognize that every campaign is a chance to make a significant discovery – whether that’s a surprisingly high-performing audience or insight into whether a change in product pricing is on point. To experienced digital marketers, all data is valuable — particularly what types of ad customers don’t want to see. They are number conscious, taking cues from what the data tells them.

An in-house team of data-savvy marketers will know how to handle audience segmentation – for example, targeting kids’ clothes to moms, outerwear sales to athletes, and camping equipment to outdoorsy types. They’ll know not to saturate an audience by scaling spend up on it too quickly. They’ll recognize that oCPM bidding is good, but not perfect; understanding that the social media marketplace is volatile and that tweaks will be necessary. They’ll want to know what other ecommerce companies are seeing in terms of CTR and product purchase rates. They’ll use analytics as a magic 8-ball for any questions that come up in a team meeting.

While they may launch many more ads than their SMB counterparts, large-scale ecommerce advertisers have a better handle on their campaigns because their digital marketing managers take a focused approach, with strategy and creative testing taking center stage.

2. A Holistic Marketing Approach

Some large-scale ecommerce companies assign the same team (for example, Facebook marketing) to different brands. Others may assign the same brand to two teams (for example, direct response and branding). Regardless of team structure, successful online retailers share the results of data analysis cross-functionally. Maybe the acquisition team tells the mobile team, “Hey! This Lookalikes list works well for email opens; maybe it works in the News Feed.” Or vice versa – “Let’s find out if this copy from the mobile web might also do well in app install campaigns.”

Our platform makes it very easy for marketing managers to re-use ad targeting and creative combinations that are working well by copying an ad plan or strategy group. When internal teams work together and share reporting screens, it’s also easier for them to take action on new discoveries and seize limited window marketing opportunities.

At Nanigans, there are two questions we’ll always ask a new customer: (1) “Where is your marketing spend going?” and (2) “How can we help your existing campaigns?” Our account managers are often regarded as an extension of their ecommerce counterparts, and as such will brainstorm with customers about how paid social and mobile campaigns can compliment existing search, TV, and video efforts. We understand that social and mobile campaigns are just one component of a complex puzzle, and it’s our goal to make sure the pieces fit snugly.

Interested in learning more about how Nanigans can integrate with your paid marketing efforts?

Get in touch



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