22: MikMak and Rachel Tipograph are shaking up the world of millennial marketing

Rachel Tipograph Founder at MikMak

[spp-player url=”https://chtbl.com/track/8DD17/https://dts.podtrac.com/redirect.mp3/traffic.omny.fm/d/clips/d5cb5b8d-30bb-4ccd-9f38-aa0700319938/962d4c65-fee8-4a35-9f9b-aa0700da6e70/354e3b3c-40f5-465f-9451-aa0700e1cf7c/audio.mp3″]

Rachel Tipograph left her role as global director of digital and social media at Gap after a conversation with her boss where she asked, “How do we drive sales on the web, not annoy people, and even make Gap cool again at the same time?” His reply: “If you figure that out, that’s a billion-dollar idea.”

That conversation coupled with her recognition of the seismic upheaval underway in the digital marketing landscape led to the creation of MikMak — the first mobile video shopping network. Hailed as QVC for the Snapchat generation, MikMak works with brands to create short, shoppable, “minimercials” — all hosted by improv comedians. And it operates under the mantra of Watch – Laugh – Shop.

Highlights from this week’s “Marketing Today” podcast include:

  • Two factors that helped launch MikMak — the explosion of influencer marketing and the unbundling of media. (3:10)
  • Why e-commerce shopping should feel more like Netflix and Snapchat than Amazon and Alibaba. (4:45)
  • Marketing in the age of ad blockers and overwhelming sentiment against advertising. (5:52)
  • Designing the right canvas: A one-size-fits-all approach to marketing just doesn’t work. (7:45)
  • Putting data and creativity together is the marriage of art and science — the two have to go hand in hand. (9:45)
  • Reaching ad-averse populations: You get what you give. (14:30)
  • Writing the “book” that defines your brand: Creating content that beckons to key, like-minded influencers. (17:57)
  • Learning through (big) mistakes is the fuel that powers Rachel Tipograph to do what she does. (19:30)

Leave a Reply