HOW STRATEGIC MARKETING IN ECOMMERCE WORKS
Ecommerce offerings for underwear, beach fashion and fragrances need strategic online marketing just as much as product lines, logistics and fulfilment. We are continuously demonstrating just how much earnings potential lies in the orchestration of fine details in the support we provide to the shops of the cult brand Bruno Banani. Our approach has enabled the client to virtually double their turnover in the shortest possible time.
CLIENT
bruno banani underwear GmbH
PROJECT DURATION
Ongoing, since 11/2019
EXPERTISE
- Search Engine Optimization
- Search Engine Advertising
- E-Mail Marketing
- UX-/UI-Optimization
TECHNOLOGIES
- Unified Data Orchestration (UDO)
- Evalanche
- Google Tag-Manager
The international cult brand for underwear and beach fashion based in Chemnitz was founded in 1993 by business administration expert Wolfgang Jassner. In just a short time the business had made marketing and sales history: promotional activities such as the luger who competed in the Olympics under the name Bruno Banani or the testing of bruno banani underwear in space at the MIR space station have drawn international attention to the family business.
In the mean time, bruno banani has grown its business; it currently exports to 17 countries across the globe and has licensed various products for sale by third parties. The products are available in the online shop, in outlet stores and from selected specialist retailers.
THE TASK
FROM SEA TO UX – THE SEARCH FOR HIDDEN POTENTIAL
The task assigned to Medienwerft was simple, yet gripping: “Analyse bruno banani’s online marketing and use it to develop suitable optimisation measures for a long-term online marketing and performance strategy.“
Since being assigned the task, we have been working on the orchestration and optimisation of all digital marketing measures in cooperation with the client, the lead agency Gerlachhartog and affiliated service providers.
The goal: greater transparency for the customer journey across all available data sources, precisely defining and reviewing the key performance indicators (KPIs), and establishing potential for growth.
OUR SOLUTION
AN INFORMED LOOK INTO THE TOOL BOX
The beginning of the cooperation necessitated a comprehensive web audit of all tools and measures used by the underwear and beach fashion company with regard to SEA/SEO, social media and UX/UI. Status, campaigns, statistics, customer data and other communication building blocks, such as newsletter marketing, were analysed in detail in cooperation with the client, the lead agency Gerlachhartog and affiliated service providers.
Alongside this, comprehensive web research helped to achieve greater transparency with regard to the company’s positioning in a competitive market. The result of all this work was a considerably more nuanced overview of the efficiency of the marketing and performance tools previously used by the client.
When compared against the marketing goals and KPIs, we were then able to pull out all the stops for the optimisation of the communication measures. Numerous aspects of the web audit are currently influencing the company’s online strategy and will continue to do so in the future.
THE CHALLENGE
ORGANISING THE INVENTORY
One of the biggest challenges of the project was gathering all online data sources, including Facebook and Instagram, using API interfaces (Google Analytics, Ads, Search Console, email marketing tools, web shop, etc.) and translating these into a comprehensive monitoring concept with associated reporting.
Insights from CRM, web statistics, SEO/SEA and performance data from campaigns, social media activities and stores were collated and evaluated in order to create the optimum customer journey. Using the platform UDO (Universal Data Orchestration) for data-driven marketing, the team then combined all available data sources from bruno banani to present the status of the company’s online marketing in its entirety using extensive data.
The result: the efficiency of each online marketing measure becomes transparent and is thus easier to optimise.
From the opening rate of a newsletter, to the ratio of advertising costs to turnover for individual online ads, to the time on site for users visiting our client’s website – there is a wide-ranging number of marketing-critical data that should ideally be reviewed in a cross-channel context.
The intelligent evaluation of user behaviour, customer and transaction data enables us to draft client-specific contact strategies and implement successful marketing measures.
PERFORMANCE OPTIMISATION
ON SITE – STAYING VIGILANT AT ALL TIMES
Have we really exhausted all opportunities to make the customer journey as pleasant as it could possibly be? A relaunch isn’t always the answer to the question of how to improve the performance of an online shop. Often the detailed evaluation of user statistics provides ideas for optimisation – be that in the comparison of mobile and desktop usage, reviewing new additions to the product range or the evaluation of link activities. With bruno banani, we were able to achieve significantly better results by optimising details of the shop’s user interface.
USER EXPERIENCE
CHANNEL TRANSPARENCY – THE FUNDAMENTALS OF SUCCESS
Is Google Tag Manager configured to provide the best possible tracking? Are the Amazon shops optimally set up and up to date? Does our newsletter software give a detailed insight into the conversion result? How do our Google ads work? How well is our SEO-screening currently performing?
Where other businesses distribute core data concerning their marketing activities across various data silos, bruno banani uses a marketing cockpit, which announces successes or the need for optimisation in real time. This enables them to network measures in the shortest possible way, activate A/B tests for planned campaigns in real time or achieve target KPIs in tandem with ongoing optimisations.
With the marketing goals firmly in mind, continuous monitoring allows for ongoing improvements. The associated reporting enables the strategic evaluation over the short and long haul. This ensures optimal transparency along the entire customer journey.
CROSS-MEDIA COOPERATION
DISCOVER AND DEVELOP THE POTENTIAL FOR SUCCESS ACROSS DIFFERENT MEDIA
The transposition of classic communication methods into the online world time and again offers the opportunity to increase efficiency using cross-media communication, advertising and sales strategies. This is why Medienwerft always works shoulder to shoulder with Gerlachhartog, bruno banani’s lead agency. In this way, annual planning for classic and online marketing campaigns can be networked, social media marketing connected with loyalty management solutions, and ever-changing in-store sale themes strengthened online. Here, special attention is always paid to a consistent interaction and brand experience.
CONCLUSION
AN UP-TO-DATE OVERVIEW IS IMPORTANT
A cross-channel insight into customer data across the various touch points is essential if you are optimising ecommerce applications, communication concepts and value creation, in addition to brand presence, offering and design.
Those working with a detailed and up-to-date overview can put the real, as opposed to expected, customer journey at the centre of what they do, and from this implement all critical factors for the optimisation and achievement of the target KPIs.
The prerequisite: total transparency in the use of all marketing instruments and the development of a long-term online marketing and performance strategy. For bruno banani, we were able to make use of an outstanding system, one that we are continuing to develop.
CUSTOMER FOCUS IS THE KEY TO SUCCESS
We’d never have realised how much potential for optimisation there was in our online marketing. Thanks to the package of measures from Medienwerft, we are receiving significantly more orders and the impact of our advertising in terms of reach and sales is much better. We are absolutely thrilled about this.
CONTACT
„When you’re looking for new perspectives on the development of your process or transaction-oriented online platforms, my team and I will be happy to advise you. I look forward to getting to know you.“
Managing Director
HENDRIK VAN LAATEN
Tel.: +49 40 / 31 77 99-0
E-Mail: info@medienwerft.de