Plans & Pricing
Does My Company Subscribe?
Head of Content, BarkBox
Brands strive to provide prospective customers with great content in the hopes of wooing them, but it’s tough to deliver relevant material with limited data. Once someone becomes a customer, targeting becomes easier—but only until customers’ appetites for more personalized content inevitably grow. Stacie Grissom, head of content at dog toy and treat subscription box company BarkBox, spoke with eMarketer’s Maria Minsker about how the brand approaches content strategy.
eMarketer: How does customer segmentation drive brand storytelling for BarkBox?
Stacie Grissom: The two biggest segments we look at are potential customers and existing customers. We don’t want to be telling our story to current customers who have already heard it and know what we’re about. On the other hand, with new customers, we have to be more explicit in how we talk about our products and our content.
What Is the Best Metric for Valuing Ads Across Media for US Agencies and Marketers? (% of respondents, May 2019)
Which Social Media Platforms Do US SMBs Use? (% of respondents, Jan 2019)
What Will Be the Most Transformative Application of Innovation for Customer Service for Businesses Worldwide in the Next 5-10 Years? (% of respondents, April 2019)
Which 3 Technology Trends Will Offer the Biggest Opportunity to the Customer Service Department of Businesses Worldwide by 2020? (% of respondents, by region)
What Metrics Do B2B and B2C Companies Worldwide Use to Measure ROI? (% of respondents, April 2019)
The Brand-Agency Relationship: Streamlining with In-House Teams and Flexible Engagement Models
Customer Experience 2019 (Part 2)—Personalization and Data-Driven Experiences: The Building Blocks of a Better Customer Experience (A 4-Part Series)
How Advertisers Are Navigating Changing Auction Dynamics
How GroupM Utilizes Supply Path Optimization
How Brands Streamline Their Agency Partnerships
Strategies for Thriving in the “Age of Amazon” | Sponsored Content