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Momvertising Media Opps Update: Boxed.com running more cause marketing, expanding audience

Buy-in-bulk etailer Branchannel. Recent examples include creating a college fund for employees' children, forming a wedding fund and delivering turkeys to less fortunate folks during Thanksgiving. "Doing the right thing because we can, thinking about the customer first and telling that story to the masses is going to be critical for us in 2018 and beyond as we grow and scale to the next level," Jeyanayagam said. 

This is part of Boxed's strategy to resonate with millennial moms, so sellers should continue to tout their ability to reach that demo in high ROI, authentic ways. But, the etailer does want to expand beyond their core demo. Jeyanayagam added that demographic and audience wise, Boxed will continue marketing to busy millennials who don't have time to shop and women with the #rethinkpink campaign, but will will start putting a higher focus on the B2B sector. He specifically mentioned busy office managers, who don't want to have to worry about restocking office snacks. 

In addition to that, Boxed will be using predictive marketing, Jeyanayagam stated. This includes quantitative metrics to measure retention rate, qualitative metrics to measure what people are saying and a new program called "SMART Stockup," which tracks consumers' spending habits. 

As for paid media, iSpot reports a year-to-date (YTD) national TV spend of $637,958 (see chart right). Their 2016 spend was $7.1 million and was allocated to similar shows.

Pathmatics reports their YTD digital spend is $2.8 million, up about $2.5 million from 2016. About 62% of this year's budget was placed direct. Most of the remainder flowed programmatically through Google AdSense. Their top targeted sites are youtube.com, slickdeals.net and eonline.com. 

Agency and martech readers - Note that Kvell to handle creative and social media.