The Democratizing of Art and The Importance of Building Brand Perception with Everette Taylor, CMO of Artsy
Everette Taylor, CMO of Artsy, discusses why he’s frustrated with digital marketings lack of innovation, the importance of developing a holistic 360 customer experience, and why he’s not scared about a cookieless future.
Marketing Trends Podcast
There’s a growing concern bubbling beneath the surface of most marketers’ feet, and the sound and trembling of the ground beneath them is only growing more unstable by the day. Third party cookies are going by the wayside. This has been a really effective tool that marketers have utilized for years to target specific populations they deem are more likely to be interested in and purchase the products they’re selling. Moving forward, marketing in the digital space is going to look a bit different. Some say it’ll be survival of the fittest, others argue your data strategy should already be so robust you shouldn’t be reliant on off-the-shelf data.
Everette Taylor is the CMO of Artsy, an ecommerce platform that allows users to buy art from anywhere in the world simply with the click of a button. But while most marketers are doing a deep dive into their cookie strategy, Taylor’s focus remains elsewhere.
“For us, we have the audience,” Taylor said. “Our top of funnel has been as strong as ever, even in a cookieless world. I’m not going to give away secrets, but we are crushing it. But on top of that, the biggest opportunity for us is that we have amassed the world’s Art collectors, and how do we re-engage them? How do we inspire them? How do we make them want to use Artsy on a daily basis? I think that’s the biggest opportunity. I ain’t worried about no cookies.”
While Taylor is not concerned about Artsy’s data strategy, he is concerned about digital marketing. On a recent episode of Marketing Trends, Taylor discussed his frustrations with digital marketing and its oversaturation.
“One of the things that I’m seeing in digital marketing is a lack of innovation, because people will become,so number focused,” Taylor said. “‘We’re going to do this thing. This thing works, we’re going to scale, you’re doing this way.’ People lose sight of how important brand perception, brand marketing, brand equity is in the grand scheme of things as well. It’s interesting to see that shift, but it’s more than just the numbers for sure.”
On this episode of Marketing Trends Taylor joined host Jeremy Bergeron for a fun discussion centered around Taylor’s past experiences and the unique circumstances that took him from his first job at 14, to serial entrepreneur, and now the CMO of Artsy. Taylor also touched on his frustration with digital marketing, citing a lack of innovation, and looks forward to implementing more physical marketing tactics that will actually leave an impression in his overall strategy.
For more information about Artsy and Everrette, check out the rest of the episode here!
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