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Category: Native Advertising

StackCommerce Welcomes Jaromy Pittario, VP of Sales, to the Executive Team

StackCommerce Welcomes Jaromy Pittario, VP of Sales, to the Executive Team

At StackCommerce, we thrive on delivering unique products and amazing deals to our publisher audiences. We don’t just sell products, we introduce the right audience to the right product at the right time. This all starts with our sales team, and we searched high and low to find the perfect leader for this essential part our business.

We’re ecstatic to introduce Jaromy Pittario, our brand new VP of Sales. Jaromy joined us from Velocity App, the leading global payment app in the hospitality industry, and has previously provided incredible sales leadership at Gilt, AOL, and LivingSocial. Today, we’re picking his brain on everything from the evolution of flash sale sites to leadership tips to what the future has in store for StackCommerce’s publisher and vendor network.

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Liz: You have amazing experience in your field, and specifically working with the flash sale model. In what ways have you seen this model evolve and change?

Jaromy: In the luxury space in particular, I’ve watched brands become more and more accustomed to the benefits of the revenue share model, and therefore open to working with flash sale sites. When I started at LivingSocial in Los Angeles, no one was familiar with it. But by the time I led the team at Gilt City, luxury brands and luxury shoppers alike were becoming more and more attracted to this model.

The experience transformed beyond the instant gratification of bringing a deal to a customer to a fully-branded journey that breeds engaged lifetime customers.

Liz: As a new member of the team in a leadership position, what are your key priorities?

Jaromy: My number one priority is to motivate and cultivate a cohesive team culture. As a sales team, our culture should be invitational so that our success is shared, not compared in a competitive fashion. Being approachable, relational, and goal-oriented also helps us become more available to cross-organization collaboration.

 Liz: In what ways do you hope to influence the evolution of StackCommerce through sales and vendor relations?

Jaromy: I am working to grow and bolster StackCommerce’s lifestyle vertical, in part by bringing on national brand partnerships. Not only will these brands benefit from StackCommerce’s product distribution and marketing capabilities, but these noteworthy brands will work to elevate the customer experience across our publisher sites.

This symbiotic relationship is what makes StackCommerce a unique alternative to traditional affiliate advertising and publisher monetization solutions. I look forward to getting the StackCommerce name out to brands that I know would be a great fit.

Liz: You recently joined StackCommerce. What excited you about the opportunity?

Jaromy: During the interview process, I was fascinated by the rare blend of a startup environment and proven success and profitability at Stack. The interview process was so conversational that I felt I was able to really get to know the business and the people who make Stack a wonderful place to work.

Liz: What do you enjoy doing outside of Stack?

Jaromy: Cooking! I have an instagram account dedicated to teaching people how to make healthy meals in less than 30 minutes.

Liz: What’s your favorite saying?

Jaromy: Work hard, play hard.

Native Commerce vs. Native Advertising: Which One is Better for Your Brand?

Native Commerce vs. Native Advertising: Which One is Better for Your Brand?

You may be wondering how Native Commerce compares to Native Advertising, or perhaps whether Native Commerce is a type of Native Advertising. Rest assured, the answer to the latter is “no” — Native Commerce is its own beast, and it comes down to one crucial difference: Native Advertising primarily benefits brands while Native Commerce focuses on content creators.

Let’s think about Native Advertising and what it, in the most basic form, actually does. Ad exchange service Sharethrough defines Native Advertising as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.”

Essentially, Native Advertising allows brands or content creators (through services like Sharethrough) to more seamlessly integrate their marketing and / or products into your content, with the intention of driving prospective buyers or readers away from your site. Breaking that down:

  • Making brands more likely to want to advertise to your audience — great!
  • Blurring the lines between your own content and that of an outside brand — not so great.
  • Taking your users off your site — bad, bad, bad.

Even the first point isn’t a real selling point. Brands always want to advertise with publishers that cater to the same audience — Native Advertising just makes it easier on the advertiser’s end.

Now let’s compare this to Native Commerce. Native Commerce allows publishers to seamlessly and organically integrate relevant products into their own content, so they own the customer’s purchase cycle from start to finish — from discovery to desire to checkout. Breaking that down:

  • Selling products directly through the content you’re already producing — great!
  • Monetizing in a completely transparent way that gives users direct access to products when they want them most — wonderful!
  • Keeping users on your site to buy instead of sending them somewhere else — hooray!

If you’re trying to figure out new, innovative ways to generate revenue from your site, don’t always feel like you have to give someone else center stage. With Native Commerce, keep everything under your brand — and generate more revenue — in the most seamlessly integrated way possible.

4 Questions You Need to Ask When Evaluating an Advertorial Content Opportunity

4 Questions You Need to Ask When Evaluating an Advertorial Content Opportunity

Considering an offer to incorporate advertorial content into your website? Dollar signs can speak rather loudly, but it’s important to always fully analyze the short- and long-term effects of specific branded content. Through our full-service native commerce platform, StackCommerce has helped over 500 publisher partners best integrate commerce into their content, and we can tell you first-hand that not every opportunity is created equal.

Here are four questions publishers should consider when deciding whether or not to embrace advertorial content on their site:

Is the advertiser reputable and known for providing excellent products and customer service?

If you provide coverage for an advertiser’s product, even if you point your users in the direction to buy it without explicitly endorsing the product, you need to feel confident that the advertiser will deliver a quality product and meet generally accepted expectations for customer service. If the product ends up being shoddy or your users start tearing their hair out trying to get someone from customer service to help them out with a problem, you’ll bear some of the brunt of their dissatisfaction, and it might make them less likely to trust you again on a buying decision in the future.

Of course, this also works the other way — recommend a product or company that produces a great experience for your users and they’ll be even happier with you.

Is the product something that your core user base will want to buy?

This is a big one. The real estate on your site is limited, and you can’t try to just sell any product. It’s important to analyze whether the proposed product is a good fit for your audience.

At the highest level, this is an easy question to answer. If you run a blog about quantum physics, an advertorial campaign promoting WWE Wrestling is clearly not a good fit. However, there are several more layers you should examine, such as price point or even whether most of your users are already likely to have something like it (and therefore wouldn’t be likely to purchase a similar item).

Let’s take a deeper look at this approach: let’s say, for example, you run a community/content site for freelancers to network and exchange ideas on and are approached by a software company about running an advertorial campaign centered around their tax software product. On the surface, it’s a great fit — the product is good and freelancers are always on the lookout for something that can simplify their tax compliance. However, the product is also considered a “premium” option in the market, with a significantly higher price point than some of the other options available. Freelancers, whose income is more cyclical and unpredictable than people with “normal” jobs, are notoriously cost-conscious and may balk at shelling out extra the cash. The campaign may still succeed, but it’d be better to try and find an even better fit.

Does the product and supporting content fit in with your brand identity?

If you have a very modern, cutting-edge identity, would a product with more plain and conservative branding be a good fit with your brand? Of course not, and that goes for the content aspect as well. One key objective of implementing any type of advertorial content is to make it appear as organic as possible within the rest of the content on the site. In addition to the voice and style of the text content, images and videos should not stand out (in the wrong way) from the rest of your content.

Do you feel like the content is driving the commerce or the other way around?

This is a deep question, as it’s not just a matter of style and approach, but also integrity. A general rule of thumb to follow is to think about how likely you would be to write about this product if there was no financial incentive, and act accordingly. If you’d be completely comfortable covering, and even endorsing, the product, or if it’s something you enjoy and approve of, but just haven’t previously had a reason to feature in your content, then there should be no conflict. However, if the dollars on offer are the only reason this would ever get coverage or positive mentions on your site, then it might be best to pass on the opportunity.

From a style perspective, it’s also important to ensure that the advertiser is not given undue influence over the content in the campaign. Building on the points above regarding brand identity, always stand firm on the notion that the product is being discussed in the context of your brand and content, and keep the tone, voice and style consistent with the rest of your editorial content.

By no means should these be the only questions you ask, and no two situations are ever the exact same, but chances are that by the time you answer these questions, you’ll know what to do. If there’s anything else you think is essential, definitely let us know in the comments.