“If you care about the watch you wear or the shoes you wear or the car you drive, there will always be brand affinity around those things so I think e-commerce will be alive and well for a very, very long time.”
Tony Delmercado is Co-Founder and COO of Hawke Media, a full-service Outsourced CMO based in Santa Monica that focuses on providing guidance, planning and execution to grow brands of all sizes. Unlike marketing agencies, Hawke Media works similar to a consulting group and provides companies and brands with a unique month-to-month, à la carte model for their marketing services.
With offices in Santa Monica and soon to be NYC, Hawke Media imparts their marketing expertise with local Californian brands like The Giving Keys, a jewelry company in need of general marketing assistance, all the way to companies like Core Med Science, a liposomal company searching for better email marketing strategies.
In this episode of Velocitize Talks, Tony Delmercado shares his insights on what it means to be an outsourced CMO and the surprising longevity of both brick-and-mortar and e-commerce.
Hawke Media as your go-to outsourced CMO (2:09)
“There are a lot of businesses that are great at making [their product], but they might not necessarily know about marketing, and we do. As far as understanding the brand and the nuance of the messaging, that takes time to develop like any other relationship.”
What it means to run on a monthly subscription-based business model (4:02)
“When we work with people, we provide a great return whether on their marketing dollar or really understanding them to the point that we feel deeply entrenched in their ethos. So, in our month-to-month consultancy model, we generally find that the people that stick with us get that we get them.”
Retail is still alive! Creating the Nest, a co-retail space meant to bring e-commerce to life (5:27)
“We had not seen many successful co-retail spaces, and that was the original thesis. We still believe that the in-person retail experience matters, and there is a huge opportunity to make a retail experience impactful without sacrificing revenue or dollars.”
Social influencers still influence: How to capitalize on their lifecycle (8:15)
“The idea of having an influencer behind your brand just makes sense. There is a natural life cycle to an influencer. If somebody is deciding to be in the public sphere, for whatever reason, then their star rises and, inevitably, their star falls.”
The future of e-commerce and marketing technologies (10:11)
“We will continue to see a high volume of retail online, but I don’t think brick and mortar will ever die, just like how I think e-commerce will be alive and well for a very long time and won’t be swallowed up in its entirety by Apple, Amazon and Google.”