Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley.

Today we're joined by Neha Shah, who most recently oversaw the eCommerce Organic Acceleration team at Kenvue and is now a free agent. Before that, Neha spent 17 years at Johnson & Johnson as a Senior Manager overseeing Omnichannel Excellence and Shopper Marketing.

This episode is all about the role of organic marketing in sustainable brand growth - both on Amazon and across other retail channels.

Make sure you tune in to find out more!

Disclaimer: Neha's viewpoints in this podcast episode are separate from her work at Kenvue. These represent her personal opinions and beliefs on the industry.

KEY TAKEAWAYS

In this episode, Julie, Neha, and Jordan discuss:

• The Role of Organic Marketing

• Organic marketing's often overlooked potential in driving sustainable brand growth.

• Importance of organic growth in providing cost efficiencies and building brand trust and equity.

• The common oversight of organic efforts due to the immediate results offered by paid advertising.

• Organic growth as a long-term strategy that complements paid efforts.

• Strategies and activities for organic growth, such as keyword and content optimization.

• Measuring organic success through metrics like revenue, share, average order value, traffic conversion, and organic search rank.

• The need for a cross-functional team including paid, organic, and shopper leads.

• Importance of collaboration and adaptability within the team.

• Leveraging both internal and external resources for technology and data insights.

• Future Trends to Watch: Rise of social commerce and new marketplaces.

• Evolution of omnichannel strategies.

• Impact of AI in areas ranging from content to supply chain operations.

• What's Next for Neha Shah