An interview with Alexander Graves, Head of Marketplace Marketing Services at onQuality Deutschland GmbH
We sit down with Alexander Graves, Head of Marketplace Marketing Services at onQuality Deutschland GmbH. onQuality provides businesses with easier access to almost all important international online marketplaces, such as Amazon, Otto, Zalando, etc.
How did you end up at Onquality and what problem does onQuality Deutschland GmbH solve for its clients?
I have been working in eCommerce for over 13 years and was responsible for the marketing of an online shop for boardsports and streetwear for many years. During this time, we have also sold our products via various online marketplaces such as Amazon. With the help of onQuality, we then also sold our goods on About You and Zalando. So I was already on the customer side. But now I have been with onQuality for four years. onQuality has been around for more than 10 years and we are a so-called marketplace aggregator. We are an enabler and simplify access to more than 60 marketplaces for manufacturers. Initially, I worked in sales, but my heart always beat for marketing. As the topic of retail media became more and more relevant due to the increasing competition on online marketplaces, we built up a team that supports our partners in all aspects of marketing on online marketplaces. We advise and take care of campaign set-up, monitoring and reporting. If you want to grow faster than your competitors, you need a tailor-made strategy.
As the Head of Marketplace Marketing Services, what are your main responsibilities at onQuality Deutschland GmbH?
In my position, I have several main responsibilities: on the one hand, I lead a small team that has to keep developing as new marketplaces and other challenges are added all the time. The cooperation with the marketing teams of the marketplaces is also very important, as we always want to achieve the best results for our partners and understand the algorithms of the marketplaces. Of course, I also look after a few of our key accounts. We are currently setting up an in-house retail media agency called ALGOBOOSTER. Please have a look at www.algobooster.de.
To get a bit more technical, which methods work best for making people aware of and interested inonQuality Deutschland GmbH , and why do you think they work so well?
In addition to simplified access to marketplaces, onQuality also offers other services such as logistics, software or our marketing services. We are thus very broadly positioned and have a tailor-made solution for almost every manufacturer who wants to expand its D2C via online marketplaces. In recent years, we have not had to invest much in B2B marketing because we have a very good network and also a very long and close cooperation with the relevant marketplaces.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
In my role as Head of Marketplace Marketing Services, I am not responsible for onQuality's marketing strategy, but look after our key accounts (mostly fashion manufacturers) in all aspects of retail media. We are the marketplace marketing experts who advise and support the brands with data-driven marketing, tailored branding, relevant content and creative expertise.
What marketing tactic have you employed at onQuality Deutschland GmbH or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
From my point of view, in marketing you always have to test, test, test. Then you have to keep a close eye on your KPIs and make the right decisions. If you are courageous, you can win.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
No, we haven't. For our new Retail Media Agency ALGOBOOSTER this could be a strategy. We are working on the best strategies right now.