Filling Funnels and Building Brands

That Doesn't Work Anymore

In this exciting episode, Ashley Royalty sits down with Dani Egick from PAIGE, a pioneering fashion brand. Dani shares insights on leveraging TikTok for brand growth, the importance of balancing new customer acquisition with retention, and the evolving landscape of influencer marketing. She also discusses the significance of real-world experiences in brand awareness and the potential of advanced measurement tools for optimizing marketing strategies. Tune in to discover how PAIGE has sustained its success for 20 years and what the future holds for fashion marketing.

TikTok and Digital Marketing Insights

• Discussion on the effectiveness of TikTok for brands and its potential for user engagement.
• Dani's experience with other brands and the strategies that worked best on TikTok.
• Importance of blending organic content with paid media to maximize reach and engagement.
• The role of UGC (User-Generated Content) and editorial inclusions in building sustained brand awareness.
• Insights on measuring brand awareness through metrics like sustained increase in website traffic and social media engagements.

Broader Digital Landscape and Influencer Marketing

• Shifting focus from TikTok to a broader digital marketing strategy.
• Balancing new customer acquisition with retention and the challenges of measuring brand awareness.
• The significance of search volume as an indicator of brand awareness.
• Underrated channels for top-of-funnel marketing, including real-world events and digital out-of-home advertising.
• Selecting the right influencers for genuine brand partnerships and the importance of authenticity in influencer marketing.
• Common pitfalls in digital marketing and the importance of consumer research and focus groups.

Advanced Measurement and Future Trends

• Background experience with performance marketing and partnering with Measured for advanced tracking and measurement.
• The impact of AI and new tools from platforms like Google on digital marketing.
• The potential of AI-driven solutions to enhance shopping experiences and improve ad targeting.
• Discussion on future trends in fashion marketing, including a shift towards more in-person experiences and data-driven decisions.

Special Offer

• Exclusive 10% discount on your next order at paige.com with code PODCAST.