MarTech Interview with Cynthia LaRue, Marketing Director at ShipStation

Cynthia LaRue, Marketing Director at ShipStation chats about the benefits of SaaS-based shipping solutions in the global eCommerce industry:

 

__________

Welcome to this MarTech Series chat, Cynthia, tell us more about your marketing journey and your role at ShipStation. 

As the Marketing Director at ShipStation, I am responsible for creating and accelerating the company’s marketing strategy and brand recognition across North America. I am focused on driving the company mission to enable merchants to effortlessly move their ideas, dreams, and innovations around the globe.

My team builds and executes marketing programs and thought leadership to promote our exceptional product innovation and merchant-driven initiatives for every merchant, everywhere.

Prior to joining ShipStation, I worked at several Fortune 500 organizations in ecommerce-focused roles, including The Home Depot, the world’s largest home improvement retailer, and Mars Wrigley Confectionary for the M&M’s brand, the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections.

We’d love to hear more about ShipStation’s new partnership with Constant Contact and how it enhances digital marketing capabilities for merchants.

ShipStation is a team of shipping and software experts with a passion for helping merchants fulfill their most audacious dreams. Our software solves ecommerce problems so our customers can scale their businesses on demand. Our partnership with Constant Contact aligns with this passion.

Merchants who use ShipStation’s shipping solution can now import customer information into Constant Contact. After syncing customers’ information, sellers can use Constant Contact to market to their customers in the hopes of turning them into repeat buyers. When merchants connect their ShipStation account to Constant Contact, they can easily send customers personalized emails based on previous purchase habits. As a result, merchants can raise brand awareness, share critical updates, promote products, drive traffic, and build deeper relationships with their customers.

Marketing Technology News: MarTech Interview with Mona Popli, Vice President of Product Marketing at Heap

When it comes to digital marketing norms for eCommerce marketers: what do you feel the focus should be around more? Can you share some of the best marketing tactics you’ve seen being used by eCommerce brands globally, those that stood out for you?

Consistent growth leveraging digital marketing requires building global brand power with increased speed and focus. Ecommerce brands must be future-focused with a mindset that change is anticipated and planned for with “test and learn” at the heart.

The best marketing tactics I’ve seen come from collaborations between brands on social platforms to open up new audiences. I loved the Duolingo (learning app) and Scrub Daddy (dish scrubber) TikTok collaboration. The brands have nothing in common, but they weren’t afraid to partner and the results were hilarious, impactful (millions of views and likes), and memorable.

How can eCommerce marketers of today drive more value and ROI with their marketing efforts, can you share some best practices?

Embracing data and digital is no longer optional to drive a strong ROI. The line between online and offline has disappeared, creating new “routes to mind” and “routes to market.” Digital marketers must understand and quantify how factors like brand health, marketplace dynamics, and competitive landscape all impact performance for each type of offline and online marketing activity. There’s never a “silver bullet” or “homerun” tactic; to achieve a strong ROI, marketers must be brand-focused and leverage a multi-channel approach to drive campaign effectiveness. Balancing brand and performance investments and messaging is vital.

Marketing Technology News: Web3 and Gaming Tech: Evolution Over The Years

What do you feel about the future of the eCommerce industry?

Over the long term, I feel that the ecommerce market has significant room to grow and will continue to evolve. There was a major boost for ecommerce from retail store closures during COVID-19. That growth became more steady in 2022, but will continue on an upward trajectory. Many analysts believe ecommerce will continue to grow at 5% in 2023. Ecommerce adoption will increase due to digital advancements and social media innovations. Other factors, like improved logistics, mobile adoption, and marketplace expansion will also contribute to ecommerce growth, offering opportunities for gains across multiple industries and regions.