Being a leading eCommerce technology provider for retail brands is a common denominator shared by Listrak and partner Virid. But how do the two companies complement each other, and what’s the benefit for clients? In this edition of The State of Marketing, Virid Partner Manager Ivan Silva talks marketing challenges and solutions, and why the partnership is such a good “fit.”
Tell us a bit about Virid.
Why did you decide to team up with Listrak?
How do you see brands benefitting from this partnership?
With the intuitive platform that Listrak has, along with the level of support they offer, combined with our scalable e-commerce platform and support, brands experience growth in sales and operational efficiency.
If you had a magic wand - what is the one thing you’d change in the digital marketing world, and why?
A picture speaks a thousand words, so I would change the way people handle imagery and product creation. Currently, the way I hear how some folks are handling it seems inefficient. We have taken a few steps to make it easier, but I believe there are more avenues to explore.
Which marketing channel do you think is the most underrated?
What are the biggest challenges facing marketers right now, particularly with respect to how they make use of data?
I believe that the main challenge we face is maintaining visibility of the change in personas — tracking buying patterns is a good start. Also, a good chunk of the data that is isolated is clean, but at times that data might not give you the most impactful insights into what your customer needs or wants. Also, sometimes you get skewed results due to not having a clear view of the source of the data set. There are also data set comparison factors that are sometimes overlooked; keeping it all in sequence has been a challenge for some. Another big one is getting to the devices through the right social media channels.
What is the most common mistake marketers make?
Marketing to the wrong audience or marketing with the wrong voice.