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To: sales@thelogomasters.com
Subject: How Mattel Optimizes Marketing on Walmart.com
Message-ID: <322001ade6d34a0776eee8656edd7c0d@edna.ientry.com>
Date: Tue, 28 Aug 2018 23:45:22 +0000
From: "WebProNews" <subscription@webpronews.com>
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    This is a WebProNews Sponsor Update ======================================================================
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======================================================================
This is a WebProNews Sponsor Update
======================================================================

- Sponsored -

Power the facts about your business on every Alexa device

Consumers are searching for brands like yours across Google, Bing,
Facebook, TripAdvisor, and more than 100 other search engines, voice
assistants, social networks, maps, apps, and directories.

Learn More...
http://ientry.nui.media/pipeline/581979/0/cc?z=ientry&b=581977&c=581988&session=no&ajkey=

How Mattel Optimizes Marketing on Walmart.com

Mattel is one of the largest distributors and brands sold on Walmart.com.
Meredith Wollman manages the customer experience and all of the digital
marketing for Mattel products that are sold through the Walmart.com
channel. Wollman was interviewed at the eTail Conference by Tammy Everts,
Senior Director of Research at SOASTA, now part of Akamai.

How do you deliver the high conversion rates that Walmart and Mattel
expect?

If you don't have the fundamentals down no campaign is going to be
successful. Before we consider an ad campaign we go back to the cradle and
look at setting up the items. We make sure that each item has the correct
title, correct brand attribution, the right content in terms of A+ asset,
beautiful imagery, lifestyle imagery, package, out of package, the right
videos, whether we have short TV commercials, and any user-generated
content.

Whatever the case may be, making sure that those items are set up and that
they are optimized properly is very important to do before we even look at
a campaign. No campaign will be successful if the item isn't set up
properly and they aren't engaging for the consumers and there aren't
reviews already on the product.

- Sponsored -

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You can learn leadership skills for this career and others in the field
with the Information Management Master of Science program from ASU.

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http://ientry.nui.media/pipeline/581612/0/cc?z=ientry&b=581611&c=581617&session=no&ajkey=

How do you plan a campaign for Mattel on Walmart.com?

We are looking at what are our big bets? Where do we have the biggest
investment in terms of the products that we want to put in front of the
consumer? Every campaign looks at our on-hand inventory and where we are
hoping on having the consumer lean in big. What we do is set up the
campaign around that. We determine that if we can only have 5 or 6 hero
images, what are those going to be? What are the products that we are going
to use as the enticement for the consumer to come in and look at more?

Then, which brands are we going to focus on? We also look at all of the
analytics in terms of geo-targeting. In this particular zip code, are
consumers leaning in towards our latin Barbie? Are they leaning in towards
our African American Barbie? We want to really personalize what shows up on
the screen for the consumers so they are seeing what they want to see and
what they didn't even know that they wanted to see.

It's Definitely a Data-Driven Process...

I think the days of gut testing everything have gone the way of the Dodo
Bird. Everything has to be data-driven now. That doesn't mean that you
can't test something new, we do that all of the time. We really look at the
data first to determine which products, where, who, when and how. All of
those key factors are looked at when determining what we are going to put
forward. It has to be data-driven. READ MORE

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<p class="h1">How Mattel Optimizes Marketing on Walmart.com</p>
<p>Mattel is one of the largest distributors and brands sold on
Walmart.com. <a
href="https://www.linkedin.com/in/meredith-wollman-8b24a62b/"
target="_blank">Meredith Wollman</a> manages the customer experience and
all of the digital marketing for Mattel products that are sold through the
Walmart.com channel. Wollman was interviewed at the <a
href="https://etaileast.wbresearch.com/downloads/how-walmart-manages-and-optimizes-online-promotions"
target="_blank">eTail Conference</a> by <a
href="https://www.linkedin.com/in/tammyeverts/" target="_blank">Tammy
Everts</a>, Senior Director of Research at SOASTA, now part of Akamai.<br
/> <br /> <strong>How do you deliver the high conversion rates that Walmart
and Mattel expect?</strong> <br /> <br /> If you don't have the
fundamentals down no campaign is going to be successful. Before we consider
an ad campaign we go back to the cradle and look at setting up the items.
We make sure that each item has the correct title, correct brand
attribution, the right content in terms of A+ asset, beautiful imagery,
lifestyle imagery, package, out of package, the right videos, whether we
have short TV commercials, and any user-generated content. <br /> <br />
Whatever the case may be, making sure that those items are set up and that
they are optimized properly is very important to do before we even look at
a campaign. No campaign will be successful if the item isn't set up
properly and they aren't engaging for the consumers and there aren't
reviews already on the product.</p>
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<p><strong>How do you plan a campaign for Mattel on Walmart.com?
</strong><br /> <br /> We are looking at what are our big bets? Where do we
have the biggest investment in terms of the products that we want to put in
front of the consumer? Every campaign looks at our on-hand inventory and
where we are hoping on having the consumer lean in big. What we do is set
up the campaign around that. We determine that if we can only have 5 or 6
hero images, what are those going to be? What are the products that we are
going to use as the enticement for the consumer to come in and look at
more? <br /> <br /> Then, which brands are we going to focus on? We also
look at all of the analytics in terms of geo-targeting. In this particular
zip code, are consumers leaning in towards our latin Barbie? Are they
leaning in towards our African American Barbie? We want to <strong>really
personalize</strong> what shows up on the screen for the consumers so they
are seeing what they want to see and what they didn't even know that they
wanted to see. <br /> <br /> <strong>It's Definitely a Data-Driven
Process... <br /> <br /> </strong>I think the days of gut testing
everything have gone the way of the Dodo Bird. Everything has to be
data-driven now. That doesn't mean that you can't test something new, we do
that all of the time. We really look at the data first to determine which
products, where, who, when and how. All of those key factors are looked at
when determining what we are going to put forward. <strong>It has to be
data-driven.</strong> <a
href="https://www.webpronews.com/how-mattel-optimizes-marketing-on-wallmart-com/"
target="_blank">READ MORE</a></p>
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