Keepin' It Real

Podcast: Shane O’Neill Tackles Overlooked Issues of Digital Marketing for Jewelry Stores

The big question: How should technology be changing how jewelry salespeople work?

Published

3 years ago

June 7, 2021

Shane O'Neill

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IN THE DEBUT EPISODE of his new podcast, “Keepin’ It Real”, Shane O’Neill of Fruchtman Marketing asks one of the most important, and overlooked, questions about digital marketing for jewelry stores.

For the past decade, jewelers have been talking about how digital marketing and the move to online has changed how businesses market themselves … but what about how this technology should be changing how the jewelry salesperson works?

Marketing, specifically digital marketing, is very sophisticated and unless you have in-house people who are well trained, even certified, in things like paid search, SEO, Facebook advertising, etc., you will likely be better off leaving those efforts to professionals. However, any agency you work with should or will need various assets to help them do their job more effectively and the people on your team should be the go-to source.

As vice-president of Fruchtman Marketing, Shane O’Neill oversees the company’s digital and web efforts. He is a frequent speaker and writer about digital strategy and insight on proper methods to successfully build an online presence. His quality-over-quantity approach often highlights the pitfalls of non-strategic digital marketing efforts.

Shane O'Neill

Fruchtman Marketing is a full-service agency that specializes in the jewelry industry and works with many of the country’s finest jewelry retailers, manufacturers, designers and trade groups. The company has presented seminars at the most prominent trade shows, including JCK Las Vegas, IJO and The Centurion Jewelry Show, and contributes to top industry publications. Visit the jewelry marketing experts at fruchtman.com

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