Share
))
HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
…
continue reading
Manage episode 509071628 series 3619202
Content provided by Kiri Masters. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kiri Masters or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.
We’ve all heard the buzzword 'omnichannel' tossed around, but what if it’s the wrong way to think about digital commerce? In this episode, I dive into fresh research from the Digital Shelf Institute and share my take on why focusing on channels misses the bigger picture: the consumer journey.
From digitally influenced sales, to the rise of insurgent brands and even Unilever’s bold experiment in creator-driven marketing, I’ll walk you through the insights that are reshaping how brands need to think about growth, organizational design, and the future of commerce. Whether you’re at a scrappy startup or a global powerhouse: success comes from building organizations that think digitally first.
This episode is sponsored by Connected Commerce at Acosta Group
Timeline
[00:19] - Why 'omnichannel' puts the focus on the wrong thing
[01:36] - The rise of digitally influenced sales and Walmart’s 68% growth stat
[03:24] - Why silos between sales and marketing no longer work
[05:01] - The quiet advantage small brands hold over big CPGs
[07:15] - Unilever’s bold shift to creator-led marketing
[09:18] - Shared goals and KPIs as a driver of cross-functional success
[10:26] - The bigger question: how to design organizations that think digitally first
Links & Resources
- Download new research from The Digital Shelf Institute, Reinventing the Organization for Omnichannel Success: Beyond ‘Where Ecommerce Sits’
- Read Jason Goldberg's article on ShipStation, No, Your Goal Should Not Be “Omni-channel” (And What You Should Focus on Instead)
- Follow Jason Goldberg on LinkedIn
- Read my article Brands Are From Mars, Retailers Are From Venus
- Check out Bain & Company's 2024 Insurgent Brands
- Read How Unilever is Spending Half its Budget With Creators by Mike Shields
- Read my article What Unilever's New CEO Isn't Saying About Retail Media
- Read my article What It Actually Takes to Build a Retail Media Federation
- Subscribe to Retail Media Breakfast Club's daily newsletter
- Follow Kiri on LinkedIn
152 episodes
