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The Comoto Family of Brands accelerates omnichannel marketing with first-party data

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The Comoto Family of Brands accelerates omnichannel marketing with first-party data

Retail is an ever-changing industry, but the last few years have been particularly disruptive. The COVID-19 pandemic triggered dramatic shifts in consumer behavior that left many retailers struggling to keep up. These factors, combined with the growing influence of Amazon, increasing consumer privacy regulations and deprecating third-party cookies, are only exacerbating the need for transformation in retail that emphasizes customer relationships.

The companies that have been most successful in adapting to these challenges share one critical commonality: they prioritize the collection and use of privacy-compliant first-party customer data as a competitive asset. The Comoto Family of Brands is one such retailer.

In a recent MarTech session, Comoto’s Dana Green joined BlueConic’s Jackie Rousseau-Anderson to discuss how they are using a customer data platform to unify customer data across multiple brands and systems and activate it across channels to deliver more engaging customer interactions.

Putting data at the heart of customer engagement

As America’s largest power sports aftermarket retailer, Comoto is home to Cycle Gear, J&P Cycles and RevZilla.com. With over 150 stores nationwide and e-commerce sites for all three brands, the company manages a complex ecosystem of customer data housed in a multitude of systems.

“Data has always been foundational to our strategies,” said Green, “but it’s easy to get overwhelmed with the amount of information you have.”

That realization led Comoto on an introspective journey to transform how they access and use customer data to unlock the potential of their marketing channels. BlueConic’s customer data platform (CDP) has been a core component in its transformation.

Choosing the right optimization strategy

When it comes to optimizing their e-commerce sites, Green and her team have traditionally relied on Comoto’s UX and Research teams to provide a testing plan based on qualitative customer research. Using BlueConic’s A/B testing and optimization capabilities, the company can marry qualitative and quantitative methods for a more in-depth understanding of its customers.

“When making big updates to our website, we typically have a theory that we’re looking to improve upon. With BlueConic, we can perform A/B testing on our site to validate the research we’ve done with our customers and supplement it with hard data,” said Green.

She noted that even simple A/B tests could produce some big wins. “Our customers have a true enthusiast culture when it comes to riding, but what they shop for often depends on their riding style. So, we decided to test a shop-by-category module on our homepage that resulted in a very positive incremental lift. Just having the ability to provide someone with a custom experience based on the categories they are most interested in is an easy win for us that has a surprisingly big impact.”

Green and her team have since used BlueConic to ramp up their A/B testing efforts. “We have a lineup of things that we want to test at this point. For the most part, whenever we finished a test, it usually begs another question.” But she also cautions others to start small, as tests can get complicated. To tee up tests for success, she recommends:

  • Testing something that’s going to have enough traffic to get a good read on what you’re trying to answer.
  • Making sure you’re clear with your hypothesis and what you’re trying to solve.
  • Defining clear success metrics.

Moving from touchpoints to journeys

Green and her team have also been able to use the learnings from A/B testing as building blocks for the larger, end-to-end customer experience. “The real power we’ve been working on is transitioning to creating lifecycles. So, not just optimizing our site, but making sure we’re connecting that experience with our other channels,” said Green.

The customer lifecycle orchestration capabilities in BlueConic enable Green and her team to move beyond channel-specific campaign workflows and instead orchestrate cross-channel lifecycle marketing programs that are responsive to each customer’s unique journey based on the real-time, unified customer profile data.

“When we’re sending an email — how are we thinking about the experience in which they’re landing on? Or when a paid ad is driving to the website, what can we do to personalize that experience?”

She also noted that sometimes very seemingly simple components, like adjusting to where somebody lives or their primary interest areas, can be a really compelling way to develop a connection with customers.

“We have a blog called Common Tread that features amazing content. The data available in BlueConic not only enables us to understand how and when consumers engage with us on Common Thread, but also tailor our communications based on their individual interests. If they are an adventure rider and we just posted an article on an adventure bike, for example, we can promote the article and introduce them to the Common Thread experience.”

Operationalizing a CDP

Green noted it’s not enough to simply add a CDP to your business infrastructure and expect to immediately reap the benefits. Like any marketing technology, success (or failure) with a CDP often comes down to an ability to effectively manage change within the organization. For Green, education and communication have been key.

“We achieve some of that just by inviting more folks throughout the business to our quarterly reviews on what we’re working on,” said Green. “We used to be set up so our email and onsite teams would meet separately with BlueConic,” she continued. “Now, we meet together so we can work on our combined strategies across both channels. So just making sure to that the communication between the teams is connected has been a really easy, simple win.”

Since the addition of a CDP also fundamentally changes how companies can and should work, Green stresses the importance of alignment on the goals, use cases (immediate priorities and long-term road map), timing and expected outcomes for a CDP implementation across all levels of the organization.

“Our tech team is very busy with a lot of big priorities, which I’m sure a lot of people can relate to,” she explained. The ability to access the unified, actionable data in BlueConic and use it to create compelling experiences on the site without tapping the tech team has been a huge help for us. That way, we can keep moving and grooving and trying new things without being held up when our tech partners are focused on other priorities.”

For others who are embarking on their own customer engagement transformation journey, Green has some advice: “Just make sure that you pick a partner that’s going to listen to your business problems and what you’re trying to achieve as a business. Only then can you truly unlock the full potential of your investment.”


About The Author

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BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 350 companies worldwide, including Forbes, Heineken, Mattel, Michelin, Telia Company, and VF Corp, use BlueConic to unify data into persistent, individual-level profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more. BlueConic is a global company with offices in the US and Europe.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

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Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools

Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

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If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.


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