Marketing as a discipline is keeping us on our toes, in 2021 more than ever: trends come and go, plus there is always something new to learn. It’s even better when we get experts to come along and share their knowledge here on the matter. We are curious to know what is on their marketer’s mind at the moment.
We recently got the chance to have a marketing-fueled chat with Mathieu Maure, former Head of Marketing Western Europe at Uber Eats. He’s sharing with us his thoughts on offline marketing, flyering and the upcoming marketing trends for 2021, among many other things.
My name is Mathieu Maure and I started my consulting agency to help start-ups grow their business and scale. I either act as a part-time CMO and/or COO for early-stage start-ups, or as an advisor on topics like growth, operations and strategy for companies at various stages.
Prior to that, I spent 3 years in strategy consulting and 6 years at Uber where I was initially in charge of operations for Uber in France. I then became Head of Marketing for Uber Eats in Western Europe.
I see a few trends emerging, most of them directly linked to the massive increase in content creation and usage (or abuse?!) of growth marketing tactics and automation:
There has never been this much free content created and available online. Standing out as a brand will be directly linked to the ability to craft amazing content which will in turn increase SEO, paid spend effectiveness, user retention and brand love.
Quite interestingly, and despite this massive availability of free content, people are now ready to pay for quality content – think paid newsletters, online training, access to certain communities.
This will challenge the way to spend your acquisition budget and marketing teams will need to be creative on allocation and testing new channels and messages.
They will put creativity on steroids allowing for tech innovation to strive without developers. Think landing pages generation, process automation, mobile and web apps, etc. Speaking of, I have just launched Quel Outil No-Code (Which No Code Tool in French), where I share my favourite marketing No-code tools, insights and I offer bespoke coaching as well to those looking to kick start their No-Code project.
One of the channels that surprised me the most at Uber Eats was flyering. In the world of digital paid, it seems crazy to invest in offline and what we quite frankly look at as old school acquisition.
We noticed we were able to target a different user segment than with online ads. Despite significant promotions, for tracking purposes, we observed higher than average user retention.
One of the things I struggled with the most in 2020 was digital channel attribution. Especially on Social, with Facebook and Instagram for us. As your brand and organic business grows, it becomes really complex to measure your true cost per incremental new user which is frustrating for a data-driven CMO.
There were major discrepancies between the CAC we got from channels (including A/B tests) and the CAC we observed when we cut budgets, meaning we had a strong “cannibalization” over our organic acquisition (and we had higher CAC than we expected).
At Uber Eats, we always included offline marketing within our marketing mix, given the significant amount we invested. It was also a way to avoid over-investing and saturating any other channel. However, it also made sense earlier as a more tactical acquisition channel.
I think flyer distribution can be powerful in 2 ways:
1. As part of a large brand campaign, focused on bottom of the funnel activation.
2. As a stand-alone acquisition channel, since we were able to achieve good ROI. Our CAC was higher than digital ads but overall the ROI was better thanks to higher retention.
I’m into French podcasts at the moment: mostly Marketing Mania, Growth Makers and Contournement, which is dedicated to No-Code.