Highlights from HookLogic’s Ecommerce Media Forum

June 26, 2014

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Bob Blog

This month, Media Director, Bob Deininger, had the privilege of attending HookLogic’s Ecommerce Media Forum in New York City. Bob joined the likes of WalMart, Target, Expedia, Priceline.com, Macy’s, Wayfair, Procter & Gamble, Johnson & Johnson and Kaz. Here are Bob’s key takeaways:

Terence Kawaja, Founder & CEO of Luma Partners and the creator of the famous LUMAscape for display, search, video, mobile, social, commerce and gaming spoke about the changing digital landscape from an investment banking perspective. According to Terry, marketing tactics are:

  • Programmatic. It provides the economies of scale that allow for reclassification of advertising spend from a discretionary expense to a cost of goods sold for e-commerce marketers.
  • Native. It’s here to stay. In fact, LUMA has produced a native advertising/content marketing LUMAScape!
  • Cross-screen. This should be looked at as a now a marketing imperative.

Ray Velez, the CTO of Razorfish, spoke about the crucial intersection of creativity, technology, media and data in order to create new customer experiences. He shared five principles from his book Converge:

  • Put the customer at the center
  • Think of your brand as a service
  • Reject silos
  • Embrace diversity, ideas happen at intersections
  • Act like a start-up

One of the most interesting case studies came from Kelly Solomon, VP, MultiChannel & eCommerce, Consumer Products Division, L’Oreal. She was responsible for building the L’Oreal Paris My Beauty Picks website that combines customer data with their content management system (CMS) to create over 200 variations of personalized product recommendations.1 For example, the site responsively delivers content based on hair color, eye color and skin tone. Users are then driven to retail partners for purchase. Product recommendations on Amazon, Google organic rankings and social activity on Twitter and Instagram have significantly increased as a result of this user experience.

There was much more information shared and if interested in some additional eCommerce trends for retail, travel and cross-device shopping, please contact Bob at bob@norbella.com.


  1. http://www.lorealparisusa.com/en/My-Beauty-Picks.aspx#