Marks&Angels
Digital Performance Marketing
Business Strategy & Consultancy
Content Creation
A project born to celebrate Italian craftsmanship
Marks&Angels was born in 2012 from an entrepreneurial project by Alessia Marcuzzi: celebrate fashion the Italian way.
The mission? Honor the Italian craftsmanship through which our country expresses and identifies itself. This is how Marks&Angels bags and accessories are born. From the artisan’s design and craftsmanship directly to consumers, with no intermediaries, through a 100% Italian supply chain.
A partner to grow together with
In every new collaboration, the first step is to get to know each other, and when analyzing the business, we must consider also who represents it. It is only thanks to the common vision that is possible to set the pillars of long-term growth and mutual collaboration among those who are involved.
On these assumptions and by respecting what was built before, we have set the basis for a job with mutually shared goals.
challenge
Omnichannel
Structure and sustain an omnichannel communication through a single supplier who can represent the brand and sustain it in every strategic decision. The channels involved in the omnichannel strategy are
- E-commerce
- Database Management
- Advertising
- Management
- Social Content Creation
E-commerce
CRO (Conversion Rate Optimization) is the key focus of online businesses. In fact, what would be the point of optimizing traffic acquisition, if users once landed on the page structure don’t convert?
In E-Commerce, there are multiple techniques and they involve all aspects of the UX(User Experience) but in this project in particular, we emphasized optimizing speed, simplification of management and discounts, community growth, and the optimization of the product page. We acted both on app installation and with custom code.
The first step of every partnership is to optimize the website. In fact, it Is in e-commerce that every strategy comes to fruition and it is that the traffic acquired can generate performance or otherwise, that can be directed or dispersed.
Digital Performance Marketing
Business Strategy & Consultancy
Content Creation
Database Management
In every online business, the creation of an online database is a fundamental part of monetization, even more so in the fashion vertical.
Newsletters are key to creating engaging and effective storytelling both on a brand and product level. In the web structure that it’s by its nature aimed at encouraging purchases, this is more difficult because there’s limits to self-expression. If newsletters and e-commerce move together in syntony and appear complementary to one another, the performance is guaranteed.
In this specific project, we focused on automated emails, growing the database by taking advantage of specific commercial events, HTML custom template realization, all associated to the specific communicative goal.
Advertising
Every E-Commerce is different, each has its own story and its own characteristics. For this reason, advertising strategies must be modeled step by step along with the client’s goals.
Starting from the planning of events and activities throughout the year, the commercial calendaring starts the budget analyses. By assigning a turnover objective to each period of the year, based on the planned activities, the necessary marketing investment percentages are obtained. It is fluid and dynamic management with strong foundations. This allows the campaign manager to work without uncertainties, based on widely anticipated planning.
On top of this, the constant research of new public and the test of new traffic channels has the aim to strengthen new user bands, like a younger target audience not yet involved.
In Marks&Angels, we first categorized the campaigns according to budget goals and strategy, not according to traffic sources.
This enabled us to let them coexist with one another, identify specific KPIs for categories, and optimize them for MER rather than ROAS.
Management
Managing a supply chain 100% italian, is not easy from a production, cost and ROI perspective.
From a profitability perspective, is not easy to administer a supply chain that is 100% Italian. This is due to high cost, length of production, and ROI. For this purpose, a profound review of the method of attributing indirect costs (Management Costs, Marketing Costs) to individual products was found useful. Thanks to this division, products that have higher production costs, and quantities produced, will have a high allocation of indirect cost and vice versa (for lower production costs and quantities produced a low allocation of indirect cost such as accessories for example). This allowed us to consider all products with a margin threshold that varies based on the given sales price.
We took advantage of API automation between backend e-commerce and management files, to finalize our budget daily. This also enables us to apply promotion strategies that would go as much as possible towards consumer sentiment. Another important application is product forecasting, a tool that enables one to guess quantities, prices, variations, and product typology to launch, based on statistical data of previous sales.
Social Content Creation
In everyday life, everyone tells a story. But strategy is key to giving structure to a simple tale.
It is from this perspective that content creation becomes fundamental for a brand to tell its story by addressing only its target audience.
M&A goal? To build a community that is loyal to the brand’s vision, based on Italian craftsmanship as a synonym of quality and trust. For this reason, we have realized a content marketing strategy based on the creation of dynamic and creative content but never patinated. The character takes on a daily, genuine aspect, sincere aspect to best translate the values of Made in Italy, for which the brand is the spokesperson.