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Gen-Z, Millennial e-Commerce Opps: Burton taps marketing head to spearhead digital transformation (Score 66)

Backcountry. Handling Burton's marketing strategy, positioning and transformation, Murnaghan will focus on digitization, consumer centricity and brand and product assortment amplification.

Additionally, in October, the company appointed digital content specialist Chas Truslow.

The global pandemic caused Burton's leaders to reimagine their view and "accelerate what we'd already started," per CEO Lacy, which is to become a "digital-first retailer of the future." D2C currently accounts for around 25% of the company's overall sales, and its wholesale business and stores froze when the coronavirus hit. 

Right now, as you can see in the video above, Burton is primarily promoting the women's clothing it offers since women often have to shop in men's sections in order to find good outdoor jackets. This makes sense considering the company is comparitively well-established among male consumers. Remember, it's also largely advertising its e-Commerce site and curbside pickup.

Digital display has seriously risen this year; according to Adbeat's estimations, out of the $80.1k allocated toward this channel from October 2018-2020, 91% ($73.1k) was allocated from October 2019-2020. Most of the past year's spend went toward either YouTube videos ($36.3k) or programmatic ads placed via Google Display Network ($33.5k) onto sites such as outsideonline.com ($5k), xfinity.com, cnn.com, accuweather.com and espn.com.

This sharp increase in digital display ad spend leads us to believe Burton's particularly targeting Gen-Z and millennials. It's focused on D2C sales but also has its own stores and offers products via wholesale dealer partnerships. Sellers able to offer localized ad space around the Northeast and West will have the upper hand. Its spend tends to spike during the winter seasons of Q4-Q1, when snow sports are the most popular.

Agency & martech readers - A new marketing leader could easily conduct agency reviews; reach out soon to see what, if any, work is available. Winmo states Solidarity of Unbridled Labour respectively handle PR and creative.