Marketing agency The Shipyard has created a new ecommerce practice designed to create and expand DTC channels for clients. The agency calls its approach “marketing engineering,” which it says unites creativity, behavioral data and performance-marketing strategy to optimize ecommerce effectiveness.
The pandemic has fueled an explosion in online buying, yet too many brands are only along for the ride, relying on their retail partners to share glimpses of first-party data that show past demand rather than a clear and predictive road map to future growth.
Our Chief Marketing Officer Lance Porigow shares perspective on tectonic shift in privacy: "Apple is consistently ahead of Google on privacy and transparency issues. Each focuses on what’s best for their audience and Apple is in the service of selling consumers elegant technology, whereas Google is mostly selling advertising to marketers."
We intend to inspire other agencies and marketers to do the same. Frankly, action is long overdue. Together, we can foster hundreds of new professionals over the coming years and change the face of this industry forever.
We are honored to congratulate our client, Scotts Miracle-Gro as they were recently recognized as the top brand in the Gartner Digital IQ Index Score – Home Care US 2020 “Parent Company” category. This annual report highlights insights and takeaways related to best practices for cost-efficiencies, content strategy and marketing channel optimization for brands.
Congratulations the Scotts Miracle-Gro team…we are proud to be your partner!"
Chief Strategy Officer, David Grzelak speaks to the importance of finding a balance between creativity and data in the world of marketing. We know how to cohabitate together as data geeks, strategists and artists. #MarketingEngineers #DataScienceAndCreativityLivingInSin
The Shipyard continues to research and share information with our clients on topics of major interest. To this point, The Shipyard's Media team, put together a brief summary of observations gleaned from various sources called Covid-19 Impact On Brands and Media. In summary, it highlights three major themes:
• How consumers are adopting to the current environment
• What consumers want from brands, and;
• How brands should respond and through which channels