Crocs CMO Andy Sackmann told eMarketer in a recent interview that the main focus of the company’s digital strategy is to “communicate and build relationships with consumers,” which includes social media campaigns and e-commerce sites specific to certain countries or markets.
According to Sackmann, the new www.crocs.com was designed with the tablet consumer in mind, evidence suggesting the devices may be more than just a trend. “We are seeing a comparable tablet conversion rate to our desktop site—and higher than mobile in general,” he said, noting that his IT background has been relevant in his marketing role. “As we go forward, technology plays a huge component. It’s everything from the data and analytics to targeting and personalization, and of course, putting your customer relationship management loyalty programs in place,” he said.
Nevertheless, the number of mobile U.S. shoppers has been steadily increasing over the last 18 months. This statistic, coupled with data supporting international consumers’ affinities for shopping on mobile devices, offer clues that “mcommerce” is still on track to be the next market for brands and advertisers to tackle.
“When we put our campaigns together and roll out our content strategies, it’s more about providing information, engagement and consistent content,” Sackmann said of Crocs’ digital marketing arm. “It’s about getting in front of our consumer to help build the brand message.” For Crocs, social media is more about fostering relationships and less about selling clogs — a perspective many businesses and marketers could learn from.
Do you use social media for networking, customer service, lead generation, or something else? More importantly: do you own a pair of crocs?
Unfortunately, the iridescent pair pictured above comes only in children’s sizes. Image via surfanddirt.com.