Zalando Advertising and marketing Companies (ZMS), Zalando’s in-house advertising company, is constructing a discussion board to share the methods and learnings of its international neighborhood of brand name companions. The newly launched Inside Fashion Marketing podcast is constructed round knowledgeable discussions with brand partners that span classes and worth factors, profiling their particular advertising campaigns and enterprise methods in particular person episodes.
By launching the podcast, ZMS goals to supply instructional insights and share finest practices from throughout its neighborhood, fostering a studying tradition to drive shared success and supply inspiration for vogue, life-style and sweetness advertising professionals. Designed to simply match into the advertising skilled’s day, podcast host Andreas Antrup — Zalando’s senior vice chairman of promoting and managing director of ZMS — is joined by company together with the likes of The North Face’s advertising director Sebastian Reinhard and Toms’ chief advertising officer Ian Stewart.
The podcast itself is a well timed idea. Urge for food for audible studying is taking maintain, as Edison Analysis estimates that 100 million folks listened to a podcast every month in 2020 — a determine that’s anticipated to succeed in 125 million in 2022. In the meantime, a yr of uncertainty has seen elevated cooperation and collaboration throughout the business.
Now, BoF hears from Andreas Antrup to debate how this new medium may also help manufacturers develop their enterprise and improve visibility, in addition to the advantages of making a collaborative studying surroundings for the style and sweetness business.
Why did you select to create a podcast?
With folks persevering with to work at home and sometimes spending many hours in entrance of their screens leaping from one video assembly to a different, display screen fatigue is an actual phenomenon. At ZMS, we’re at all times in search of methods to supply insightful and actionable suggestions for manufacturers and to foster neighborhood, and we wish to present that content material in a format that most closely fits our companions and wider listenership. That’s why we determined to launch the podcast, to supply bite-size insights and inspiration that companions can take heed to on the go.
We now have run an enormous variety of campaigns with our model companions over time, and gathered numerous expertise in on-line vogue advertising. With a lot data hidden within the minds of our companions and inner subject-matter specialists, we determined to drag all this info collectively to share with our associate base.
We now have a great mixture of finest practices and methods to assist our viewers meet their efficiency and branding objectives, in addition to real-life insights from manufacturers, huge and small, into how they develop to new markets, interact with clients in a focused approach, and use information to drive their decision-making.
What can the viewers count on to study from the podcast?
We wish to inform our listeners about related business matters and showcase finest practices. For instance, influencer advertising is an more and more vital a part of the technique in lots of our model companions’ campaigns. We wish to share the right way to combine new voices within the area, in addition to the totally different media platforms and gross sales channels, to assist our companions create an satisfying, seamless buyer expertise.
We’re at all times in search of methods to supply insightful and actionable suggestions for manufacturers and to foster neighborhood.
We additionally focus on matters like the right way to develop buyer relationships or share case research on how numerous manufacturers and business gamers have improved efficiency. We wish to make sure that a broad mixture of manufacturers are represented, showcasing bigger, smaller and mid-sized gamers within the area, along with a wide range of classes.
What information insights does ZMS share from throughout Zalando?
As the most important vogue retail platform in Europe, with over 560 million visits per thirty days and 45 million lively clients throughout 23 markets, Zalando is in a novel place to grasp the place the client goes. We perceive the types, worth factors and classes that resonate with clients, and we provide a wide range of promoting capabilities for each branding and efficiency.
When you complement this with our market analysis capabilities and direct interactions with our clients, we are able to create a vivid and detailed view of what’s driving buyer sentiment and want. We perceive how the client is evolving. In a close to real-time expertise in a fast-paced business like vogue, that is significantly beneficial.
What’s the subsequent growth in how ZMS helps its model companions?
The previous yr has been about democratising our consulting companies. This implies providing extra when it comes to self-service, but additionally sharing our data and expertise. We goal to supply manufacturers with the very best platform expertise and to take action, we should present steering and data-backed insights to assist help their success on the platform. With this in thoughts, we initiated the podcast collection to higher help and inform our associate base.
Our evolution can be iterative; we’re taking it step-by-step. We now have learnt that the perfect academics are sometimes our companions. We wish to hear how we are able to enhance our providing from their perspective. It’s been an ideal expertise to date to see such openness from our model companions, participating with us on this podcast.
We now have learnt that the perfect academics are sometimes our companions. We wish to hear how we are able to enhance our providing from their perspective.
Up to now, we have now obtained very constructive suggestions, and we wish to proceed to study with our companions and from their experiences. There’s at all times extra you are able to do if the viewers and the collaborators are there for it. We’ll proceed to seek out revolutionary methods to assist our model companions attain and exceed their objectives and connect with clients on Zalando and past.
What are essentially the most compelling themes featured on the podcast to date?
There have been so many stunning and attention-grabbing moments in these conversations. However three main recurring themes I’m seeing contains: storytelling, authenticity, and data-driven advertising. Clients wish to know the story behind the model, the gathering, the product they’re shopping for, and clients are more and more acutely aware consumers. Manufacturers can’t underestimate the significance of being values-driven and telling tales across the model and its assortments which can be rooted in these values.
Furthermore, information acts as a device for understanding, for making certain that investments are well-placed and that the appropriate viewers is being activated with a tailor-made method.
What can listeners count on to listen to within the coming weeks?
There are many thrilling initiatives and dialogue matters within the pipeline, just a few developing quickly embrace the right way to begin promoting on to clients; the right way to construct sustainability into your advertising technique; and the right way to contribute and speak about feminine empowerment.
We’ll even be breaking down some complicated matters round information insights too for Cyber Week, together with what it takes to drag off an ideal influencer advertising marketing campaign, the right way to rethink your technique in gentle of the adjustments in buyer behaviour sparked by the pandemic, and the way small manufacturers can compete with the massive gamers.
It is a sponsored function paid for by Zalando Advertising and marketing Companies as a part of a BoF partnership. Be taught extra about how one can promote your assortments on Zalando by means of its market mannequin, the Partner Program. Plus, listen to Inside Fashion Marketing by Zalando Marketing Services.
https://www.businessoffashion.com/articles/news-analysis/zalando-marketing-services-launches-a-podcast-to-drive-partner-success | Zalando Advertising and marketing Companies Launches a Podcast to Drive Companion Success | Sponsored Function