Interactive Marketing Campaigns

7 out of 10 of my projects start with fixing what most people ignore. This includes: - making copy easier to read - making images informational - making product name impactful Simple, but yet forgotten. In this post, using URturms example, I'll be sharing 11 underestimated changes that can increase your website sales. 1. Adding breadcrumbs. Important if you drive ad traffic to the PDP directly. They take shopper to the parent category page. Reducing bounce rate. 2. Adding a badge. Like "Bestseller", "Most Loved", "Few Left". This reassures the shopper that they're making the right decision. 3. Making images easier to swipe. Add a sneak peek of the next image along with navigation dots that show the count. Cap them at 8. 4. Making the product name impactful. Add key USPs. Show your current product name to 10 people. Do they understand what it is? 5. Add a short description below product name. Keep it in 1 line. Highlight it's most important feature here. 6. Consider adding an offer close to price. This motivates the shopper as they see some potential savings or benefit. 7. Highlight key product strengths in bullets or with icons. Avoid sentences. Keep this before the add to cart CTA. 8. Keep your add to cart CTA full width. Don't combine it with quantity or another CTA next to it. Make sure it's readable and prominent. 9. Highlighting shipping time or return policy below the CTA. This solves for common questions - when will I get it? can I return it? 10. Cross-selling complementary products. Like bottoms with tops. Earrings with necklace. Do this close to the add to cart CTA. 11. Adding 'Benefits' to your accordion. This gets a higher click through rate, while helping shoppers understand why they should buy this. Other UX/UI changes I did: - Removed quantity button - Made the information bar non-moving - Removed log-in, moving search next to cart - Changed the font for product name and CTA - Increased font size in places for better readability Found this useful? Let me know in the comments! P.S. If you want to maximize your PDP’s potential, start by understanding your visitor's behavior and the gaps. Get heat maps for your site (Microsoft Clarity is free). Observe what they like to (and don't like to) interact with.

If live commerce isn’t in your 2025 strategy, you’re already losing market share. ✨ RM 3.8mil in GMV. 34.7mil product views. 60,406 items sold, in 30 days. The previous year, I did RM1.2mil in 30 days; this Yang Riang Raya campaign was a game-changer for us. We experimented, pushed boundaries, and most importantly, delivered results. 🚀 Here’s what made it work: 🎥 Trying Something New We uploaded pre-hype videos before the event and went full cinematic drama. Filming with cameras, crafting engaging storytelling, and negotiating prices live kept audiences hooked. We also filmed the videos with Dato Sri Siti Nurhaliza and Dato Sri Meer Habib, with views > 1mil each. 🌤️ Taking the Livestream Outdoors 99.9% of live-selling is done indoors on TikTok. The whole viewing experience are different for the viewers, the average viewing duration improved by 200%. Big thank you for Perbandanan Putrajaya, and Canon's team set up. 💸 Boosting with Ads Investing in ad boosting was another key factor in our success. By strategically running ads during the live sessions, we managed to attract more targeted audiences for the products we were selling. The result? A return on spend (ROS) of 5-10 times our ad investment. ⏰ Timing Matters We discovered that the sahur period (3am - 7am) and night hours (8pm-12am) were peak times for product demand, leading to higher engagement and sales. Knowing when your audience is most active can make a huge difference. 🤝 Brand Collaboration We also found that the brands that performed the best were those that actively supported us throughout the campaign. Brands that showed up, engaged with the process, and collaborated closely saw significantly better results. ⚡ Turning Viewers into Buyers—The FOMO Formula We didn’t just sell—we made people feel the rush of securing a deal before it was gone. Here’s how: 🔥 Build Anticipation Before the Drop – Instead of instantly adding products to the stream, we hyped them up. For example, before launching the viral Beg Kuning, we got viewers to comment “1” if they were ready. Only when we hit 100 comments then we release the link — but not before a suspenseful countdown! ⏳ Limited Quantity Sells – “Only 100 units available!” When people saw the stock count drop in real-time, it triggered instant action. No one wanted to be the one who missed out. 🎯 Educate, Then Convert – We made sure people fully understood the product before dropping the link. This meant that the moment it became available, they were ready to buy—no second-guessing, just instant conversion. 📊 Understanding Market Trends We sold what people wanted. By monitoring TikTok Shop rankings, product reviews, and audience sentiment, we identified the best Raya-related products and crafted strong narratives to make them irresistible. Is live-selling your next 8 months strategy? Let me know!

Personalization isn’t just about using a name or sending a birthday email—it’s about relevance, timing, and real connection. Customers today are flooded with messages claiming to be “personalized,” but most fall flat. Why? Because they lack meaningful context and often fail to align with what the customer actually needs in the moment. In this article, we spotlight three impactful actions that bring personalization to life: 👉 Making interactions more relevant by truly understanding your customer’s current situation 👉 Using context to shape experiences in real time, not just based on past behavior 👉 Building trust through transparency, respect, and thoughtful timing It’s time to move beyond the surface and deliver personalization that feels intentional, human, and genuinely helpful. #CustomerExperience #CX #Personalization #CXStrategy #HumanCenteredCX #ExperienceInvestigators

I found a way to triple eCommerce revenue without writing hundreds of articles. Instead, by focusing on these big needle-movers (which most brands skip)... We grew a client’s monthly traffic by 115%... and monthly revenue 198% in just 9 months. Here's how: (full eCommerce SEO crash course)👇 #1: Personalize and Streamline the Shopping Experience • Add product recommendations based on user behavior • Show “complete the look” bundles • Enable cart-saving and wishlists • Simplify checkout with guest options, pre-filled forms, one-click purchase, and collapsible stages #2: Leverage Seasonal Search Trends Ask ChatGPT: “Suggest seasonal keywords for [your niche].” Validate demand in Google Trends. Build content 2 months before interest spikes. This allows you to pre-position for surges in buyer intent. #3 Micro-Moments Strategy There are 4 key decision-making moments in the buyer’s journey. "I want to know" content (researching): • Blog posts answering product questions • FAQ pages about product care/maintenance • Explainer videos showing product features "I want to go" content (for physical stores): • About page with clear location info • Contact page with embedded map • Updated Google Business Profile with photos and reviews "I want to do" content (learning how to use): • How-to guides for using your products • Assembly instructions with clear visuals • Video tutorials showing product in action • Downloadable user manuals "I want to buy" content (ready for purchase): • Product descriptions that highlight benefits • Category pages that compare similar products • Customer reviews and testimonials • Clear pricing and availability info #4 Faceted Navigation Strategy Faceted nav lets users filter by size, color, price, etc. But done wrong, it’ll bloat your index with duplicate URLs. Here’s how to implement it properly: • Use buttons or <input>—not <a href> • Add canonical tags on filtered pages → point to main category page • For high-potential filtered URLs (e.g. “blue running shoes”), create internal links to them • Use AJAX so filters don’t generate new URLs • Remove noindex/nofollow/robots.txt blocks for URLs you want indexed WordPress? Use WP Grid Builder. WooCommerce? Follow the official SEO filtering guide. Shopify? Enable Storefront Filtering. #5 Schema Markup Strategy Schema helps Google understand your content and display rich results. When your listing takes up more real estate and draws the eye, users are more likely to click. Use these two schema types: • Product Schema: includes ratings, reviews, price, availability • BreadcrumbList Schema: helps Google understand your site structure Use ChatGPT to generate your schema fast, then validate it on validator(.)schema(.)org before uploading. Our client’s result after implementing this strategy? • Organic traffic: +115% (12.8K to 27.6K sessions) • Monthly revenue: +198% ($10.2K to $30.6K) • Keywords in top 10: +36% (2,005 to 2,737)

How to do a live product launch (from someone who just did one to nearly 15,000 people): I just spent the past 3 months of my life preparing to announce 7 products in a 21 minute stream… Here’s how we did it: 1. LOCK THE TIMELINE WITH PRODUCT & ENGINEERING I needed to know exactly what would be going live as part of the event, and they needed to know that we were counting on them to deliver. Every other decision (branding, scripting, studio space, marketing) sits on top of that date. 2. START A WAITLIST & BRAND IT SEXY This was one of my favourite parts, and I owe it all to our creative director and designers. They came up with a beautiful theme and design system to communicate "the future, in focus". Then we built a landing page for people to sign up and RSVP. 3. FIND THE SPACE & LOCK THE DATE We discovered a beautiful loft in Greenpoint and landed on a date in early May that worked with everyone’s schedules. 4. SCRIPTING (THE HARDEST PART) Writing a script about products and features that are still several months away from launching isn’t easy. And once the recording is complete, there’s no going back. 5. START MARKETING 10 WEEKS OUT We sent a steady stream of emails to our users to encourage them to join, kept a steady drip of social content running through the promotion period, and onboarded about a dozen beta users who got early access in exchange for promoting the event on their socials. I’ve also tied it into my own socials and newsletter as organically as I could for the past few months.  6. EVERYONE IS DISTRIBUTION The entire company updated their banners on their social profiles and added custom email footers encouraging recipients to RSVP. 7. EDITING For the past month we were trading emails nonstop with production companies: iterating creative direction, offering feedback, and making edits around the clock. The final version that aired on Thursday was almost unrecognizable from the first few cuts we received. BONUS: pushups to get the blood flowing before recording // It's been a long few months, but it’s genuinely the project I’m most proud of in my entire career. I wanted bigger and better this time around, and I think we delivered. I went into a lot more detail on the BTS in my newsletter if you want to read it btw: https://lnkd.in/eY84ywDb

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

How many times have you logged on to Linkedin and found yet another email that starts with: "Hey [First Name]," followed by a generic pitch that does not concern your interests or needs. Sound familiar? We've all been there. And it's frustrating. As a fractional CMO/Consultant, I've seen this happen repeatedly. Businesses think they're doing personalization right but need to do better. It's not enough to use someone's name or company. 👉🏾 True personalization is about understanding their challenges, goals, and needs. For example, on LinkedIn, scroll through their feed and see what they post, talk about, like, and comment on. This helps as a starting ground on how to approach them and what to discuss. So, instead of sending a LinkedIn message that says: "I'd love to connect and learn more about your business," try something like: "I noticed you're working on [specific project]. I have some ideas on how you could [achieve a specific goal]. Would you be open to a quick chat?" See the difference? It's not just about being personal; it's about being relevant. And when you're relevant, you're not annoying — you're helpful. 👉🏾 So, think about this the next time you craft a personalized outreach campaign. →"Would I find this message valuable? →Does it address my specific needs and interests?" If the answer is no, it's time to return to the drawing board. 👉🏾 Also, tools like Crystal Knows help you fine-tune your message and tone when reaching out to maximize the impact of every conversation. Let's aim for genuinely helpful messages, not just another annoyance in their inbox. What do you think about personalized outreach? #b2bmarketing #demandgeneration #leadgeneration #ABM

Consumers expect 1:1 relevance. But most FMCG leadership teams were built for mass-market scale. That’s the tension I keep seeing inside boardrooms. FMCG companies are investing millions into personalization AI-driven product recommendations, region-specific product drops, and tailored loyalty experiences. But the execution? It’s often limited by the leadership behind it. 76% of FMCG executives say personalization is now their #1 digital investment priority (PwC Global Consumer Survey, 2024). Yet only 28% feel “very confident” their current teams can deliver it. Why the disconnect? Because the traditional marketing and commercial leadership model in FMCG wasn’t built for this world. It was built for mass media. For scale-first. For “spray and optimize.” Personalization isn’t just a digital tool it’s a mindset. A structural shift in how we think about relevance, segmentation, and value. And it requires a very different kind of leader. In a recent search for a global marketing transformation role, we met dozens of impressive FMCG veterans brand builders with household-name credentials. But the client a multinational food & beverage group pivoting toward DTC wasn’t just looking for storytelling. They needed: → Leaders who understood identity resolution and CRM architecture → Operators who’d worked in environments where every SKU, every ad, and every touchpoint was dynamically personalized → Thinkers who could balance precision with profitability and who saw digital ecosystems not as channels, but as core to the brand The candidate we ultimately placed came from a digital-first background. Not FMCG. But tech. What they brought was rare: deep consumer empathy + commercial fluency + technical curiosity. That’s the new CMO profile we’re seeing emerge across leading organizations not just brand-led, but insight-led. Not just creative, but data-literate. Not just global in scope, but granular in execution. Here’s the truth many companies are still wrestling with: You can’t deliver personalization from a PowerPoint deck. You need systems, yes. But more than that you need leaders who can ask the right questions, build the right teams, and act on what the data actually says. The result? → Sharper value propositions for micro-segments → Lower acquisition costs through better targeting → Stronger lifetime value through hyper-relevant journeys But only if the people behind the strategy understand the mechanics behind the magic. Personalization isn’t a marketing trend it’s the new competitive advantage. And if your leadership team still thinks in averages? You’ll be left behind. This is the work I do every day with FMCG companies: not just finding leaders, but helping future-proof organizations. Because if we want to meet consumers where they are we need to hire like we mean it. #FMCG #Personalization #Leadership #ExecutiveSearch #ConsumerGoods #CMO

Personalization isn't about sending more emails with someone's name in the subject line. It's about understanding the secret language of your buyer's motivations. What if the most effective personalization tactic was to speak to the buyer's biggest fear, rather than their biggest desire? 🤔 Reflect on this: 1️⃣ What are the unspoken concerns that keep your buyers up at night? 2️⃣ How can you use personalization to address these concerns, rather than just trying to appeal to their aspirations? 💡 Tips for marketers: 👉 Use data to uncover hidden patterns: Analyze buyer interactions, preferences, and behaviors to identify subtle patterns, revealing their motivations, pain points, and interests, enabling targeted and personalized communication. 👉 Craft messages that speak to pain points: Tailor messages to address specific fears, concerns, and needs of each individual, demonstrating empathy and understanding, and fostering trust and connection. 👉 Measure success by conversation depth : Evaluate effectiveness by the quality and depth of conversations sparked, rather than just surface-level metrics like open rates, to gauge true engagement and relationship-building. The goal of personalization isn't to manipulate, but to connect. To show up in the buyer's world with empathy and insight. To speak their secret language. What's that one thing you could change in your personalisation strategy today to start speaking your buyer's secret language? #b2bmarketing #saas #abm #contentmarketingstrategy #thoughtleadership #thethoughtleaderway

I walked into Harvey Nichols this week and witnessed the new-age QVC in real time. Two live sellers were streaming Moncler on TikTok to viewers in Asia, right there on the shop floor. A steady stream of orders flowing in. Is this the future of luxury live streaming? Going live from inside the luxury store itself. Live selling on apps like TikTok and Whatnot is reshaping e-commerce and the top sellers are making five and six figures in a single livestream!! → Global live commerce was estimated at $𝟭𝟯𝟱–𝟭𝟱𝟬 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝟮𝟬𝟮𝟱, mostly driven by China but growing quickly in the US and Europe. → McKinsey projected it could reach 𝟮𝟬% 𝗼𝗳 𝗮𝗹𝗹 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 in some markets by 2026. → TikTok users are 𝟭.𝟰𝘅 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 to buy something they discover on the platform compared with other channels. And for luxury, this is where it gets interesting. People still trust physical retail for authenticity. They want to know the item is real, the provenance is real, the seller is real. At the same time, discovery has moved online and impulse buying is happening in the moment. Put those together and you get a new format: 𝗟𝗶𝘃𝗲 𝘃𝗶𝗱𝗲𝗼 + 𝗮 𝘁𝗿𝘂𝘀𝘁𝗲𝗱 𝘀𝘁𝗼𝗿𝗲 𝗯𝗮𝗰𝗸𝗱𝗿𝗼𝗽. You get the credibility of Harvey Nichols or Selfridges × the reach of TikTok audiences across Asia, the US and Europe. Standard live commerce already converts at 𝟯–𝟭𝟬𝘅 𝗻𝗼𝗿𝗺𝗮𝗹 𝗲-𝗰𝗼𝗺𝗺. Add the trust signals of a well-known retailer and the potential is obvious. For overseas audiences, it’s the appeal of shopping “live in London” without being anywhere near London. This is why platforms like Amazon Live, TikTok Shop and Whatnot are pushing so hard. And why sellers are becoming performers. TikTok Shop is actually a client of OK COOL, and the scale we’re seeing behind the scenes tells you exactly where this is heading 🚀 Feels like the start of something mega…. are you buying luxury live?