Schedule a Demo
Does My Company Subscribe?
Director, Digital Marketing, Mezzetta
While marketers are aware of the limitations of vanity metrics—such as reach and engagement—for measuring the effectiveness of influencer campaigns, mature metrics like sales lift have proven tough to gauge. Rajiv Doshi, director of digital marketing at pickled vegetable company Mezzetta, spoke with eMarketer’s Maria Minsker about how the brand is using email to push past vanity metrics.
eMarketer: What are your influencer marketing goals for 2017?
Rajiv Doshi: Going into 2017, we want to surpass vanity metrics. Our biggest focus is increasing brand awareness and household penetration, so we track these metrics, but the goal is to tie [them] back to specific marketing activities and campaigns. Over the past two years, we’ve added over 1.5 million households. In 2017, we want to get better metrics on what specifically is driving this growth.
US Internet Users' Preferred Channels for Receiving Offers and Promotions, June 2017 (% of respondents)
Level of Importance of Select Methods Used to Attract New Customers According to US SMBs, May 2017 (% of total)
Digital Marketing Channels in Which Their Company Plans to Increase Investment in 2017 According to US Small-Business Owners/Managers (% of respondents)
Reasons that US Smartphone Owners Digitally Subscribe to a Brand/Company, Nov 2016 (% of respondents)
Top 10 Marketing Methods Used by US SMBs, July 2016 (% of respondents)
Email Marketing Benchmarks 2017: Metrics Steady as Data Creates Better Context and Relevance
B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer
For Ringly, Email Content Plays a Big Role in Customer Retention
It’s 5 O’Clock Somewhere: Minibar’s Email Strategy Focuses on Timing
Mobile Has Largely Displaced Other Channels for Email
Listen In: What Does the Future Hold for Email Marketing?