The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
With over 20 years of brand and growth marketing experience across management consulting, startups, and Fortune 100 companies, I am a C-level marketer, transformational leader, and builder of high performing teams. I currently serve as the Chief Marketing Officer at Super.com, a technology company that provides innovative solutions for consumers and businesses. My mission is to create and execute marketing strategies that drive brand awareness, customer acquisition, retention, and loyalty, while aligning with the company’s vision, values, and goals. I specialize in building and leading multidisciplinary teams that leverage research and insights to deliver positioning, messaging, and award-winning campaigns that resonate with diverse audiences and markets. I also cultivate a general manager mindset and P&L ownership to optimize marketing performance and ROI. Additionally, I share my knowledge and passion for marketing as an adjunct professor of consumer behavior at NYU Stern School of Business.
In this episode, you will learn
How has consumer behavior understanding evolved over the last 20 years
Which research methods work best for developing user personas at Super.com
How do you balance quantitative data with qualitative insights in persona creation
What’s the best approach to training teams around new user personas, especially in large organizations
How to turn user personas into effective marketing strategies
Episode sponsored by: http://unicornsunitepodcast.com/
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
Or on YouTube at:
https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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In this episode of the Ecommerce Marketing Podcast, host Arlen Robinson interviews Radhika Duggal, the Chief Marketing Officer at Super.com. With over 20 years of experience in brand and growth marketing, Radhika shares her insights on the importance of understanding consumer behavior, developing effective user personas, and adapting marketing strategies to meet evolving customer needs. Radhika also discusses her journey from management consulting to her current role, emphasizing the impact of personal experiences on professional missions.
Key Takeaways
- Introduction and Background ([00:02] – [04:27])
- Radhika’s diverse experience in management consulting, startups, and Fortune 100 companies.
- Her current role as CMO at Super.com and her mission to help consumers build credit, save money, and earn money.
- Understanding Consumer Behavior ([07:02] – [09:54])
- The evolution of consumer behavior over the past 20 years.
- Importance of the psychological principles that remain constant and the changing context in which consumers make decisions.
- Developing User Personas ([11:42] – [13:37])
- Super.com‘s data-driven process for creating user personas.
- Utilizing quantitative and qualitative research to map out consumer demographics, behaviors, and psychographics.
- Balancing Quantitative and Qualitative Data ([14:54] – [16:22])
- Importance of combining quantitative data for trends with qualitative data for emotional insights.
- Using internal transaction and purchase data to supplement research.
- Training Teams on New Personas ([17:13] – [19:42])
- Differences in training approaches between large and small companies.
- The importance of continuous education and communication to ensure teams understand and adopt new personas.
- Turning Personas into Marketing Strategies ([21:15] – [23:15])
- Super.com’s successful rebranding and renaming process based on persona research.
- The iterative process of refining personas and aligning them with marketing strategies.
- Implementing and Socializing Personas ([24:31] – [26:23])
- Continuous iteration and adaptation of personas.
- The role of cross-functional teams in maintaining alignment and understanding of customer experiences.
- Personal Insight and Advice ([27:15] – [29:06])
- Radhika’s personal connection to her work and advice on finding a mission-driven career.
- The importance of resilience and passion in professional success.
Guest Info
Radhika Duggal
Chief Marketing Officer at Super.com
LinkedIn: Radhika Duggal
