Marketing Mavericks: an Interview with Anne Swift of Nuts.com
Published: August 7, 2015
Author: Joe Stanton
Twitter handle: @anneswift
How long have you been in your current role?
When you look back at the last six months, what were some of the biggest surprises of your job?
The strength of our brand and how much our customers love us as we continue to grow. As a marketing department, we spend a lot of time thinking about how to make our customers happy and how we can translate this core value into our branding. Our Net Promoter Score in 2014 was 78 — higher than Amazon, Zappos, and Apple.
What are 2-3 bold predictions you’d make for the next six months?
I think using data to understand customer needs in real time is becoming ubiquitous and increasingly important, so I think behavioral targeting on-site and programmatic ad buying and dynamic remarketing are going to become mainstream, though maybe not as quickly as in the next six months.
What’s your favorite recent ad campaign, and why?
I love ads that tell a story and show how a product solves a particular problem, so Google’s video/TV ads for various consumer products are always a hit with me. I’m an advertising junkie, so I subscribe to as many mailers and emails as my mailbox/inbox will handle. I think BlueApron does a great job with their email campaigns by providing recipes to anyone who subscribes to their emails; it would be so convenient to become a customer! And I get excited about direct mail from Kate Spade and Kiehl’s. The campaigns are clever and visually interesting.
If you had $10M, which marketing platform (e.g. Google, Facebook, Twitter, etc.) would you invest in, and why?
Google has staying power and is very thoughtful about customer experience and alignment with search intent/how customers make purchases, so it’s definitely a key platform. There is also lot of potential in various social channels to drive both direct response and to build engagement and communities, so these platforms are powerful, as well.
If you had $10M, which marketing technology would you invest in, and why?
Constantly updating data analytics platforms to understand customers and potential customers, as well as ad buying opportunities.
What is/are the most important metric(s) you use to guide your decision making process?
Return on ad spend, cost per acquisition, customer lifetime value, Net Promoter Score.
Which is more important, attribution or mobile? Why?
Without attribution, you’re flying blind, but without mobile, you’re not reaching a large proportion of customers. So, I’d want to make sure I have a budget for both.
Are there any specific books that have helped shape your marketing strategy?
I’ve re-read Ogilvy on Advertising, Hey Whipple, Squeeze This, and everything by Al Ries and Jack Trout at least twice.
I’ve also found myself going back to to Data-Driven Marketing, Influence: The Psychology of Persuasion, and Predictably Irrational.
More about Anne:
As Head of Marketing at Nuts.com, Anne manages all aspects of marketing strategy and execution. With more than 10 years of experience in B2C and B2B marketing, Anne is passionate about building great brands that customers love.