How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.

These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers: Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico. “We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico. Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle. “Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, S r. Manager Omni Channel Perfetti Van Melle. Content marketing drives differentiation in order for consumers to be in a better position to convert later on. Guillermo Rivera, VP of Marketing Merama. “We have a channel optimization playbook including SEO which includes the ideal words for […]

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