Printique vs Shutterfly
What Konnecto identified
Engaged women search on Google for wedding print-related recommendations using keywords including "Where to order wedding prints?" and "What site did you use for wedding photo album?" before being directed to Weddingwire.com. Next, these consumers read related recommendations and discussions in the wedding forum and read articles including "Exactly Where to Buy and Design Your Wedding Invitations Online" that feature product reviews about brands like Shutterfly, Artifact Uprising, and Mixbook. In contrast, some brands, like Printique, don't appear. These consumers are then redirected to the competitors via affiliate links and complete their journeys on their websites.
In addition, Konnecto's market intelligence platform identified that engaged women are also searching for wedding planning services before their wedding and search Google for terms such as "where to get wedding invitations" before engaging with the WeddingPlanning Sub-Reddit. Consumers then learn about different offerings in the subreddit community and complete their journey converting mainly on Shutterfly's and Mixbook's websites.
Our platform raised two recommendations for footwear brands to increase both brand awareness and user acquisition for this consumer segment:
1. Affiliate Partnership: Partner with (or improve existing partnership with) weddingwire.com to include your brand's services in the specific articles that lead to conversions to attract high intent consumers while incorporating affiliate links.
2. Display Ads: Target these consumers by displaying ads on weddingwire.com at the specific times and days when they are most active to increase brand awareness and disrupt them before interacting with competitors. (Monday-Friday, 17:00-23:00)
3. Reddit Advertising: Target these consumers by using Reddit display ads to increase brand awareness among high intent consumers and disrupt them before they start interacting with competitors.