014: Integrative Marketing For Retail Brands w/Katherine Romero

Katherine Romero was the Senior eCommerce Marketing Manager for the Deckers portfolio, including brands like UGG Australia, Teva and Sanuk. She now runs her own agency MAKA Digital helping brands build digital happiness.She also tells us how a content marketing campaign for a small cycling brand has been hit 500,000 views with less than $5,000 spent to promote it.The entire interview is packed with Katherine’s knowledge about the intersection of PPC, SEO, PR, content and more for retail brands. She explains how to set up an affiliate program, how to get offline retailers to take digital seriously, and why at Deckers they loved the Google Panda update.Listen Now!Don’t forget to subscribe on iTunes!Linkshttp://www.makadigital.com/https://www.shareasale.com/http://www.cj.com/http://marketing.rakuten.com/affiliate-marketinghttp://www.ebates.com/http://www.retailmenot.com/https://www.upromise.com/https://www.google.com/analytics/https://adwords.google.com/ko/KeywordPlanner/Homehttp://www.liv-cycling.com/campaigns/actually-i-can/PeopleKatherine RomeroMargaret NicollTom BradyAgendaKatherine’s BackgroundHow she ‘discovered’ digital marketingStudying peopleManaging Offered ServicesPutting consumer experience firstConvincing executives to buy-in to digital marketingDigital marketing is not always the ‘first concern’Organic Search vs Paid SearchRe-MarketingCommon mistakesDiminishing returnProviding Full Service MarketingWhen to switch types of marketingEstablishing an affiliate programCons of an affiliate programContentService-oriented contentRelated sales channelsPaid promotionVideoMarketing and PR Team SynergyPR teams are practicalAddicted to dataPaid and Organic SynergyBrand recognition and recallUsing ads to ‘test’ copyProduct PagesMistakesMobileLast Three FeetProduct CounterfeitersAmazonDevelop a product line exclusive to Amazon The post 014: Integrative Marketing For Retail Brands w/Katherine Romero appeared first on Evolving SEO.