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Consumer Digital Engagement

Virtual Event: Engaging the At-Home Buyer | Recap

By Scott Zakheim

Earlier this week, I had the pleasure of hosting a virtual panel-style dialogue with industry leaders Scott Lux (Vice President, Digital & Ecommerce – Theory), Dorian Quispe (Chief Marketing Officer – ManyChat) and Nitzan Shaer (Co-Founder and CEO – WEVO).

Global executives tuned in from companies like Adidas, Andy & Evan, Cairn University, Canary, Disney, Hotwire, Jelly Belly Candy, Kia Motors, McGraw-Hill, National Football League, One Kings Lane, Slickdeals, University of Maryland, and more

We explored how marketers are working to engage and retain an at-home audience and how brands are adapting to smartly engage and convert their site visitors during a global pandemic. Specifically, we discussed the importance of transitioning marketing efforts away from traditional marketing campaigns and into more reactive, personalized and customized marketing content that takes into consideration the consumer mindset of today.

To better understand the digital marketing challenges that brands are facing in today’s environment, we honed in on the following questions:

How can we strike a balance with between sympathetic and authentic brand messaging?

How do brands need to use this moment to win tomorrow?

How can marketers test, iterate and roll out new products and messaging to meet the customer’s evolving needs?

Given this environment, how can marketers keep top-line strong while winning customers with higher LTV potential?

Why is the customer feedback loop the key to success moving forward?

How can marketers test, iterate and roll out new products and messaging to meet the customer’s evolving needs?

Finally, Scott, Dorian, and Nitzan emphasized the importance of being more in tune with customer demand and making an effort to fully understand what their customers need most during this time. Marketing teams feel more empowered to evolve their messaging in order to remain relevant and on brand. Looking ahead, companies will need to re-think the customer journey, redefine the “customer first” mindset, and take extra care to maintain their voice during this time to create long-term value.

Leveraging our deep network to keep us all connected, Landmark will be hosting an ongoing series of digital events featuring renowned thought leaders in industries ranging from cybersecurity and industrial tech to digital marketing and social impact. To learn more about our digital series as either an attendee or partner, please contact me – Visit our website to learn more about Landmark Ventures.

To view Tuesday’s discussion again or share it with your peers, see the recording here.

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