Interview: Back to Basics with Netrush CEO Shane Atchison
The new Netrush CEO talks multi-channel, Web3 and connecting with humans via good, old-fashioned marketing
While the increasingly complex and fast-paced ecommerce industry can leave many overwhelmed, Shane Atchison, the new CEO of Netrush and a veteran of both the advertising and tech worlds, believes brands need to go back to the basics. During a recent interview, he said there’s never been a more important time to focus on the customer experience and the human connection between brands and audiences, and that that connection can be rekindled through tried-and-true marketing concepts.
Watch the full interview (below) to gain more insight from Atchison, whose engaging stories and thought-provoking questions are sure to help you identify tangible steps you can take to become more customer-centric, build stronger connections, and subsequently grow sales, loyalty and brand.
Netrush works with impact-minded brands to find new customers, build loyalty, and grow lifetime value. Want to learn more? Contact Netrush and let's get started.
KEY TOPICS DISCUSSED
0:34 - Background on Shane Atchison, Netrush’s new CEO
5:14 - Intersecting advertising, commerce, and the consumer
8:23 - Back to the basics: foundational questions for marketers to ask themselves
10:12 - Steps for building customer relationships and CLV
12:25 - Stay focused on your target audience
14:34 - A story about skiing and a multi-channel strategy
16:30 - Customer data platforms (CDP): a crawl-walk-run approach
19:36 - Organizational considerations
21:04 - How leading CEOs are solving internal misalignment
22:50 - Critical shift in advertising RFPs and campaign planning
24:07 - The rise of the Brandrunner role
25:02 - Web3’s role in the customer relationship
27:38 - 3 tips for designing a test-and-learn culture
34:36 - After somebody buys your product, what next?
37:57 - Help your customers spread the word
ABOUT SHANE ATCHISON
Shane Atchison is the CEO of Netrush. As a 25-year veteran of the advertising and digital marketing industry, he is recognized as an innovative leader who creates meaningful and effective experiences for brands on a global scale. Prior to joining Netrush, Shane was the CEO of Wunderman Thompson North America. Before that, he was the CMO of Domo. He is also the author of “Does It Work? 10 Principles for Delivering True Business Value in Digital Marketing.”
WRITTEN BY CLAIRE MCBRIDEClaire McBride leads Research, Insights and Education for Netrush. Claire’s entire career has been centered in the consumer and retail space, spending the last five years helping brands grow and optimize their ecommerce businesses through written research, events, share group discussions and one-on-one consulting.
