Dec 09

The evolution of luxury’s digital marketing playbook

Key takeaways:

  • Luxury brands are competing for digital prominence with resellers and wholesale stores. As a result, their marketing strategies have been forced to evolve.
  • Advertising on platforms like Facebook and Instagram is prominent as tracking and targeting users is easier, say digital marketers, but regularly refreshing the ads served is key.
  • Email marketing is a preferred tactic for marketplaces that rely on promotions to drive traffic to sites.

Luxury brands, at risk of losing market share to competitive digital marketplaces, are investing in more aggressive online marketing tactics.

Across search and social platforms, heritage brands have found themselves facing off with a rising cohort of digitally literate marketplaces, which have established their companies with performance marketing tactics built into their tool belts. These companies, including Net-a-Porter, The RealReal, Farfetch and StockX, have pushed luxury brands to rethink marketing strategies as advertising spend shifts from print to digital ads. Social media is set to overtake print in 2019 to become the third largest advertising channel, after television and paid search, per Zenith.

Crowded digital marketing territory has led the strategies of luxury brands and marketplaces to diverge. A data analysis of 10 luxury or luxury-affiliated companies shared exclusively with Vogue Business by research platform Loose Threads found that while luxury brands focused their strategies on amping up ownership in search and maintaining consistency on social media, marketplaces preferred to take up residence in customer inboxes.

Keyword competition

Online purchases typically start with a Google search, and the company that shows up first has the best chance of winning the sale. Luxury brands typically exert more control when purchasing keywords on Google search, which produces an ad for the brand when an internet user makes a specific query.

A luxury brand might purchase the words “Dior Saddle Bag”, for example, which would in turn yield a Google shopping ad with the item. The new rush of digital marketplaces like Farfetch and StockX that might also carry Dior saddle bags, Balenciaga logo-print shoes or Jacquemus mini-bags, combined with traditional department stores’ online sites, means that more companies are vying for the same keywords and Google space and driving up bidding price.

For watch and jewellery makers that have been slow to establish their digital presence, finding a way to leverage power through keyword ad space has proven particularly difficult. Unauthorised grey and secondhand marketplaces own 38 per cent of visible Google Shopping ads, per Gartner. Watchmakers and jewellers, then, risk losing a sale as well as seeing the perceived value of watches diminish.

Although firms such as Bulgari and Cartier have invested heavily in online search, which drives 55 per cent of website traffic to luxury brands, other watch and jewellery dealers like Tudor and Harry Winston have yet to develop e-commerce platforms. This decision has forfeited paid search ads to alternative outlets like e-tailers and secondhand marketplaces. Bulgari, meanwhile, was one of the first major prestige goods companies to buy paid ads on Google Maps. Given luxury brands have long exerted control over their narratives, allowing their online presence to be shaped by another marketplace can be problematic.

Social is the new display advertising

The effect of targeted display ads, once recognised as the internet’s answer to print ads, has waned. According to Gartner, impressions for luxury display ads dropped by 22 per cent in 2018.

Spending is being allocated instead to advertising on social media platforms. For Bottega Veneta’s April 2018 campaign, it ran ads across Instagram and Facebook in the form of videos, photos, carousels and dynamic ads that paid off with a 2.1x lift in incremental return on ad spend. Over the last two years, the brand has solidified itself as one of the world’s most hyped luxury houses.

It’s easier to target specific customer groups on Facebook and Instagram than with online publishers. Social platforms require a log in, meaning data on a user’s preferences can be collected over time and linked to them directly. “In advertising we try to be smarter and spend on the right person,” says Benjamin Dubuc, head of search and performance media at the Digital Luxury Group. “This way we can avoid spending a lot of money on the consumers we know will never become clients.”

Most luxury brands have embraced social media advertising, but to varying degrees. Loose Threads calculated 473 active ads (meaning individual advertisements that could be served to a user) by Louis Vuitton on Facebook and Instagram in the US during Q3 2019, while Ralph Lauren had 369. These brands’ activity was considerably higher than any of the other eight luxury and luxury-affiliated companies analysed. Louis Vuitton particularly stood out to Loose Threads as the only fashion house to consistently promote new products on the social platforms, regularly refreshing the pieces audiences see.

Given the high performance of iconic or classic luxury pieces, this approach may not showcase the products that customers will ultimately buy, but ad campaigns shouting about the newest designs can boost a brand’s apparent relevance. “If people see the same thing more than a few times your return on investment gets worse,” says Sebastian Dyer, director of London-based luxury digital marketing firm Texture.

Other brands manage to rely on organic reach. Dover Street Market and Comme des Garçons did not spend on social media ads in the period analysed. But organic reach may only get retailers so far. Richie Siegel, founder and lead analyst at Loose Threads, predicts that social ad spend is inevitable, and not putting a dedicated team in place now will make it “culturally harder to catch up”, he writes via email.

Why are you in my inbox?

While effective, paid social is becoming increasingly expensive as ad buyers bid on limited territory. The average price per 1,000 impressions on Facebook was up by 90 per cent year-on-year in Q2 2019, according to AdStage. With rising costs, digital marketplace disruptors are at a disadvantage. Luxury monobrands are better positioned to spend more on consistently maintaining a renewed presence on social, as evidenced by the analysis. Loose Threads only registered eight active MatchesFashion ads on Facebook and Instagram during the quarter, and one Net-a-Porter ad.

Instead, most marketing activity by these firms was directed to email inboxes, where retailers can get in front of an existing network of subscribers without paying premiums for ad spots. Luxury resale platform The RealReal sent 216 emails during the period analysed by Loose Threads (effectively two per day). The emails highlight key points like product availability and, in most cases, competitive pricing. Focussing heavily on promoting discounts can help catch the attention of customers browsing through inboxes. Nearly all of the 200-plus emails sent by The RealReal analysed by Loose Threads plugged price drops

Luxury houses, however, can’t get away with such frequency or promote themselves this way. In that same period, Loose Threads found that Ralph Lauren sent only six emails and Louis Vuitton sent none. The purchasing journey for a luxury item can sometimes span months. Determining the appropriate number of targeted ads pushing an item a customer has shown interest in is a complicated science. Get in touch too often and the brand can come across as needy, diluting brand equity. But stay too out of sight and the potential purchase might be forgotten. There’s a sweet spot in-between: Dyer says that return on investment improves up to a certain number of interactions per purchase journey; after that, it degrades.

Brian Lee, a principal luxury analyst at Gartner, adds that email open rates tend to decline for monobrand luxury retailers the more that discounts appear. Best practices, instead, include sharing news of store openings, special events and new product launches. “The luxury consumer is still driven by the idea of exclusivity for being a brand follower,” he says.

Luxury brands have to know their audiences and tell their stories in a more personalised way, Dyer says. “We truly believe the next big thing when it comes to luxury brands is to create more…
personalised experiences based on who you are.”

The central challenge for luxury companies losing ground to newer players in their space is figuring out how to adapt an effective set of digital tactics and experiment with new ad formats and communication strategy while still practising restraint. Lee points to Bulgari, Cartier and Louis Vuitton as brands that have invested heavily in finding what works online. “Where people discover products is online through social media, it is online through search. That’s where your budget needs to be to compete with digital players.”

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More from this author:

How quickly do fashion materials biodegrade?

Beauty brands love smart tech. Customers disagree

Louis Vuitton has raised prices in China. Other brands could follow

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Dec 08

Internet Advertisement Market 2019 Business Overview, Financial Data, Product Landscape, Strategic Outlook and Worldwide Players Analysis (Facebook, Google, LinkedIn, Twitter, BCC, Deutsche Telekom, IAC, Pinterest, Tumblr etc)

Internet advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliateswho do independent promotional work for the advertiser.

Get Sample Copy of this Report – https://www.orianresearch.com/request-sample/1017527

Internet advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliateswho do independent promotional work for the advertiser.

The report includes executive summary, global economic outlook and overview section that provide a coherent analysis on the Internet Advertisement market. Besides, the report in the market overview section delineates PLC analysis and PESTLE analysis to provide thorough analysis on the market. The overview section further delves into Porters’ Five Force analysis that helps in revealing the competitive scenario with regards to Internet Advertisement market revealing the probable scenario of the market.

The report provides a detailed overview of the industry including both qualitative and quantitative information. It provides overview and forecast of the global Internet Advertisement market based on various segments. It also provides market size and forecast estimates from year 2019 to 2025 with respect to five major regions, namely; North America, Europe, Asia-Pacific (APAC), Middle East and Africa (MEA) and South Central America. The Internet Advertisement market by each region is later sub-segmented by respective countries and segments. The report covers analysis and forecast of countries globally along with current trend and opportunities prevailing in the region.

Inquire more or share questions if any before the purchase on this report @ https://www.orianresearch.com/enquiry-before-buying/1017527

Global Internet Advertisement Industry 2019 Market Research Report is spread across 96 pages and provides exclusive vital statistics, data, information, trends and competitive landscape details in this niche sector.

With tables and figures helping analyze worldwide Global Internet Advertisement Market, this research provides key statistics on the state of the industry and is a valuable source of guidance and direction for companies and individuals interested in the market.

At the same time, we classify different Internet Advertisement based on their definitions. Upstream raw materials, equipment and downstream consumers analysis is also carried out. What is more, the Internet Advertisement industry development trends and marketing channels are analyzed.

Analysis of Internet Advertisement Market Key Manufacturers:

• Facebook
• Google
• LinkedIn
• Twitter
• BCC
• Deutsche Telekom
• IAC
• Pinterest
• Tumblr
• ….

Market Segment by Type:

• Search ads
• Mobile ads
• Banner ads
• Digital video ads

Market Segment by Application:

• Retail
• Automobile
• Financial services
• Telecom
• Electronics
• Travel
• Media and entertainment
• Healthcare

The report strongly emphasizes prominent participants of the Internet Advertisement Industry to provide a valuable source of guidance and direction to companies, executive officials, and potential investors interested in this market. The study focuses on significant factors relevant to industry participants such as manufacturing technology, latest advancements, product description, manufacturing capacities, sources of raw material, and profound business strategies.

Order a copy of Global Internet Advertisement Market Report 2019 @ https://www.orianresearch.com/checkout/1017527

Finally, the feasibility of new investment projects is assessed, and overall research conclusions are offered. In a word, the report provides major statistics on the state of the industry and is a valuable source of guidance and direction for companies and individuals interested in the market.

Scope of the Report:

1. To provide detailed analysis of the market structure along with forecast of the various segments and sub-segments of the global Internet Advertisement market.
2. To provide insights about factors affecting the market growth. To analyze the Internet Advertisement market based on various factors- price analysis, supply chain analysis, Porte five force analysis etc.
3. To provide historical and forecast revenue of the market segments and sub-segments with respect to four main geographies and their countries- North America, Europe, Asia, Latin America and Rest of the World.
4. To provide country level analysis of the market with respect to the current market size and future prospective.
5. To provide country level analysis of the market for segment by application, product type and sub-segments.
6. To provide strategic profiling of key players in the market, comprehensively analyzing their core competencies, and drawing a competitive landscape for the market.
7. To track and analyze competitive developments such as joint ventures, strategic alliances, mergers and acquisitions, new product developments, and research and developments in the global Internet Advertisement market.

Major Points from Table of Contents:

1 Industry Overview of Internet Advertisement
2 Industry Chain Analysis of Internet Advertisement
3 Manufacturing Technology of Internet Advertisement
4 Major Manufacturers Analysis of Internet Advertisement
5 Global Productions, Revenue and Price Analysis of Internet Advertisement by Regions, Manufacturers, Types and Applications
6 Global and Major Regions Capacity, Production, Revenue and Growth Rate of Internet Advertisement 2014-2019
7 Consumption Volumes, Consumption Value, Import, Export and Sale Price Analysis of Internet Advertisement by Regions
8 Gross and Gross Margin Analysis of Internet Advertisement
9 Marketing Traders or Distributor Analysis of Internet Advertisement
10 Global and Chinese Economic Impacts on Internet Advertisement Industry
11 Development Trend Analysis of Internet Advertisement
12 Contact information of Internet Advertisement
13 New Project Investment Feasibility Analysis of Internet Advertisement
14 Conclusion of the Global Internet Advertisement Industry 2019 Market Research Report

Continued…

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Dec 07

What’s an Influencer? The Complete WIRED Guide

That didn’t slow down advertisers’ thirst for an effective way to covertly raise the profile of their brand in the eyes of consumers. Average payment rates only continued to soar, especially after influencers started to retain agents and managers. Today, influencers are all over social media platforms like Instagram, YouTube, TikTok, Twitch, Tumblr, and Snapchat, and sponsored content has become so ubiquitous that some platforms, like Instagram, now have built-in tools to help influencers disclose and promote their paid partnerships in Stories or feed posts.

The digital marketplace model pioneered by PayPerPost is booming, with thousands of companies now vying to play matchmaker between brands and content creators to craft the perfect #ad. Grapevine and Famebit are two of the most popular. Famebit, which connects YouTubers and Instagram users with sizable followings to companies interested in sponsored content, took off in 2016 after it was purchased by YouTube. The company has since integrated Famebit into its platform, making it easier for content creators looking to monetize their YouTube accounts to find an ad campaign that aligns with their interests. It seems like only a matter of time before Instagram attempts something similar.

You don’t actually require that much genuine influence (whatever that is) to seem like an influencer. It’s more of a numbers game. And, like most things on the internet, those numbers can easily faked. A brief taxonomy of some of the top tricks:

Social Media Marketing Panels

Called SMM panels for short, these illicit engagement marketplaces sell fake views, likes, followers, comments, swipes, and more. They appeal to wannabe influencers looking to boost their presence.

Power Likes

These services claim to provide subscribers with likes, comments, and story views from Instagrammers with large followings. The aim is to trick the Instagram algorithm into thinking their account is cool enough to be promoted in other users’ Explore page.

Engagement Groups

Share a post in one of these private group chats and the other members will shower it with likes and comments in the hopes of propelling the post to algorithmically aided success

Automation Apps

These apps will send a user’s profile into an automated frenzy, liking, commenting, and following other accounts en masse in an attempt to snag them a follow back.

The Account Switcheroo

These accounts amass a large amount of followers as quickly as possible by whatever means necessary—often by engaging in some follow-for-follow type scheme—then sell their login credentials to the highest bidder so they can wipe the account clean and start posting to a prebuilt audience.

On YouTube and Instagram, product placement deals are now common, as are the use of affiliate marketing links and sponsored coupon codes. Popular YouTuber Sanders Kennedy, who chronicles drama in the influencer world, told WIRED that a brand once offered him a couple thousand dollars to place a beverage on his desk while filming a video. A 2018 WIRED investigation into the influencer marketing industry found that payouts increase if the influencer tags or shouts out the brand specifically, but covert endorsements are often preferred.

Influencers like Luka Sabbat, a model-turned-actor with two million followers on Instagram, can charge upwards of $40,000 to promote products in story and feed posts.The cost of a single promotional photo posted by Instagram influencer with a million followers starts at $10,000. YouTube is more expensive. A video from a YouTuber with 3 million subscribers will cost at least $40,000. Influencers charge up to $10,000 to $30,000 more to post a negative review of a company’s competitor, the investigation found.

Influencer payout rates have risen so quickly that advertisers that used to be some of the industry’s biggest advocates now feel priced out of the market. Marlena Stell, a popular beauty influencer and entrepreneur, relied on influencers to promote her cult cosmetics brand Makeup Geek since its launch in 2011. However, she cut back on the practice in 2018, telling WIRED that content creators had begun to regularly demand $50,000 to $60,000 per video.

These prices are a function of the fact that, online, value is quantifiable. Or at least it’s supposed to be. The worth of an idea, person, movement, or meme is based on how many likes, views, clicks, and shares it has. An idea expressed in a tweet that garners thousands of likes seems inherently more valuable and widely accepted than one with four. An Instagram user with tens of thousands of followers is assumed to have an audience of that many real people, and a YouTube video with millions of views is thought to have captured the attention of millions of actual viewers. But those interactions can easily be bought.

That an influencer’s potential earnings are directly linked to their reach has come as a major boon for fake engagement marketplaces, where key metrics like followers, views, and likes can be purchased anonymously online for cheap. As the influencer marketing industry grows increasingly overheated, with more and more brands getting onboard each quarter, the problems posed by rampant engagement fraud have only worsened. According to cybersecurity firm Cheq, influencer marketing fraud is projected to cost brands $1.3 billion in 2019 alone.

Which, of course, has led to the rise of influencer fraud detectors. Some companies rely on human investigators to suss out fake or inflated accounts, while others use proprietary programs designed to spot signs of fakery, but it’s largely a cat and mouse game. One of the simplest tricks used by industry experts to tell whether an Instagram influencer padded their stats—comparing the amount of likes per post to the influencer’s follower count—won’t be possible if Instagram goes ahead with its plans to do away with public like counts. (Instagram, for its credit, hopes that getting rid of like counts will disincentivize fake engagement peddling more generally, but that seems unlikely.)

A return to a less quantifiable era of influence may seem like a loss, but if anything it’s the opposite. Trust, ultimately, is unquantifiable. And perhaps in the absence of futile attempts to assess it, gooey amorphous authenticity will reign once more.

What's an Influencer The Complete WIRED Guide
  • Inside the Pricey War to Influence Your Instagram Feed
    When Sahara Lotti started her lash extensions company, Lashify, in 2017, she didn’t know what she was getting herself into. It wasn’t making and selling fake lashes that stumped her—she was more than prepared for that—but rather the bizarre and shadowy industry that seemed to envelop her. In interviews, more than a dozen people involved in influencer marketing expressed concerns over the ethics of the burgeoning industry, where brands routinely shell out well over $60,000 in exchange for one video review—or upwards of $85,000 to publicly disparage a competitor’s product.

  • When Influencers Switch Platforms—and Bare It All
    On Instagram, an influencer is helping sell products, essentially to add a degree of cool to, say, sunglasses or dietary supplements. On OnlyFans, influencers are themselves the product. Partnerships and #sponcon can lead to considerable paydays, but there now exists an additional source of revenue with the rise of bare-all subscription fandom. In front of a camera, and sometimes with multiple partners, they are no longer just influencers but digital sex deities.

  • Fighting Instagram’s $1.3 Billion Problem—Fake Followers
    As influencers strive for ever-higher engagement numbers, the battle between fake followers and fake-follower-detection tools is turning into an arms race. Not being rubes, influencer economy participants know that signing a contract isn’t enough to certify continuous truthfulness. Online tricks evolve like Pokémon, though, and fake followers are getting much harder to identify.

  • Colleges Need Influencers, but Do Influencers Need College?
    Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.

  • Byeeeee, Logan Paul: Brands Prefer ‘Micro Influencers’ Now
    Endorsements are no longer the sole domain of the broadly popular megawatt star. Instead, companies want to work with the smaller, more niche internet personalities they’re calling “micro influencers”—generally speaking, people with followings of about 50,000. Limiting the scope of a potential scandal is only one of the benefits of working with a micro influencer. Analysts argue that micro influencers’ intimate, engaged communities are more likely to trust and buy what the influencer recommends.

  • YouTube and Pinterest Influencers Almost Never Disclose Marketing Relationships
    Research from Princeton University indicates that the vast majority of affiliate marketing relationships go undisclosed by influencers on platforms like YouTube and Pinterest. The vast majority of disclosures that the Princeton researchers did find don’t even abide by FTC guidelines. In 2013, the agency began requiring that affiliate links embedded within product reviews include a disclosure.

Last updated December 3, 2019.

Enjoyed this deep dive? Check out more WIRED Guides.

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Dec 06

Why Every Company Needs a Marketing Agency Online Services


If you’ve recently launched a new brand, one of the first things a prospective customer may ask you for is your website address.

Even if you sell your products and services face to face, every brand must have a website and in the current business climate, they all need marketing agency online services

Your website is your brand’s main online interface with potential customers, even if you don’t market your products and services directly through the internet. 

It’s your brand’s introduction to the public, and first impressions are just as important in the digital age as they always have been. Your website will help customers know what your brand is about, how your marketing agency online services can benefit the customer, the number and variety of those products and services and the integrity and experience that the brand adds to their items offered to the customer. 

But having an eye-catching website is only the start. Making good use of your website is also just as important. This concept of putting your website to work for you is what more and more brands are trying to accomplish which will give them the edge they need to compete in their marketing agency online industry.  

Marketing Agency Online Services Uses Your Website as a Powerful Tool

The benefits of using these marketing agency online services in a highly competitive marketplace cannot be overstated. Your brand’s product or service may have a lot of money invested in it and needs to be an instant success once it hits the marketplace in order to justify your brand’s investment. 

By using the techniques and analytical tools brought about by the digital revolution in marketing, it can mean the difference between failure and success in bringing your brand’s products and services to the marketplace.

A marketing agency online in Bangkok such as Primal, can analyse the marketplace in the development phase of your products and services and tell you when and to which segment of the public you should be targeting, well before you launch new products and services. By focusing your selling on the broadest, but correct segment of the market, their marketing agency online can give your brand the best chance of success after launch. 

Once they’ve been launched, your website can also serve as a research tool to provide you with real-time analytical data that tracks every aspect of how your brand’s products and services are performing.

Providing Data that Your Brand Can Use

The internet provides a wealth of data about your competition as well your own brand’s offerings. A skilled marketing agency online can use this cumulative data and graphically to provide your brand with ongoing trends and forecasts on how to target your customers effectively. A marketing agency online can also point you in the right direction to improve the products and services your brand offers to more closely react and conform to changing trends in the marketplace. 

This ability to provide useful data on changing trends and create forecasts based on those trends in buying habits is what makes the internet so valuable to a brand competing in the marketplace. The marketing agency online uses the information contained on the internet which can help your brand correctly predict when, where and to which segment of the market, your next products and services should be targeted.

Every brand wants to have an edge over their competition. But, using these new online tools is not so much an edge as a necessity in today’s business environment. When every competitor in your industry is using these same tools to further their own market share, they become as necessary as a website in order to make your brand known to be a legitimate contender in the marketplace, therefore a skilled marketing agency online comes in.

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Dec 05

Digital Marketing Hacks for E-commerce Players to use in 2020

Image Source

If we draw an analogy, physical stores are made up of brick and mortar, while e-commerce stores are made up of Lego. While physical stores are permanent and stiff, e-commerce stores are temporary and nimble. E-commerce stores can be restructured innumerable times and can incorporate all the feedback.

The building, and optimizing an e-commerce platform is easy, but running and scaling it is quite challenging. To scale an e-commerce business, the team needs to identify its audience, refine it and target it. Once you start targeting your audience, the traffic increases but there’s a long way to go before the traffic converts into orders. The conversion rate for a new shopper is 1.5%-2%.

The fact that 72% of all shoppers start their search on Amazon, explains how tough it is for new players to make a mark in the extremely competitive e-commerce landscape. E-commerce players need a robust marketing strategy to reach out to their target audience and convince them to buy a product.

Based on facts, figures and studies, we bring to you a set of digital marketing hacks that every e-commerce player can use in 2020.

1. Use Display Video Demonstration

In 2018-19, video content helped businesses acquire the attention of users like never before. People are spending 88% more time on the Internet watching videos, which can be leveraged by online stores.

With a video demonstration of the product, stores can offer customers a better understanding of the product. Video demonstrations also increase the “time spent on-site”, which means, the user has enough time to purchase before leaving the site.

With content at the helm of all digital marketing campaigns, investing in video content can prove to be a game-changing marketing gimmick.

2. Leverage User-Generated Content

A Business2Community report suggests “Millennials believe that UGC is 35% more memorable than other media”. Another study by Digitalcommerce360 mentioned, “Millennials make a whopping 60% of their purchases online”.

With so much riding on millennials and user-generated content, e-commerce players can leverage both to develop a kickass marketing plan.
How e-commerce players can leverage UGC for marketing?

Use customer reviews with photo and name for promotions: Get over the grumpy ole method of using fake testimonials, start using real photos and reviews. With real photos and reviews being shared on social media channels, users will be able to relate better. Womply recently revealed, “Businesses who reply to at least one in four reviews have a 35% higher conversion rate on an average”.

Urge Customers to Post Photo of the Product: Both Amazon and Flipkart allow their users to post photos of products received in the review section. Customers sharing their reviews along with the photo of the product is no less than a gold mine of UGC for e-commerce stores. They can pick these reviews and share them across social media to garner positive publicity.

3. Customer Retention Customer Acquisition

Studies found that Add-to-Cart for a new shopper is 5-6% but for older customers, the Add-to-Cart rate is 23-24%. The study also mentions, “Conversion rate for new shoppers is 1.5-2%, whereas conversion rate for loyal customers is 8-9%”.

Shifting from customer acquisition to customer retention mindset will offer better ROI and instant gratification. Since existing customers help marketplaces generate more revenue and customer acquisition cost is zero, it can be leveraged as a great marketing prototype that offers both funds and growth opportunities.

4. Promote Theme Based Bucketing for Popular Events

Since “45% of customers are likely to engage with a campaign if it is personalized”, creating a theme-based bucket of products and promoting it through social media can bring in some good traction.

E-commerce stores have tried to steal the thunder of festivals by offering gruesome discounts. Their campaigns are so intriguing that people forget about holidays and start discussing online sales. They have successfully acquired the attention and in 2020, they will be looking forward to using the thunder for filling their pockets.

In 2020, e-commerce players will be required to pick a little from catalog, social media, and UGC, combine them and then use it as a marketing tool.

Benefits of Creating Theme Based Bucketing

Every e-commerce player has tried their hands at “Products under $10” and “Based on Your Past Orders” kind of buckets to offer a personalized experience. It is the success of these buckets that online stores keep repeating it.

Creating a theme based bucket is laborious but the gains are just too good to ignore it. Through catalog enrichment, online stores can add attribute values to the products they want to include. Catalog enrichment helps e-commerce stores get rid of varied other challenges of catalog management like:

• Identify and remove the duplicate listing
• Correct misplaced attribute values
• Optimize content to control return rates

Conclusion

With 4G penetration touching 90% mark in countries like India and China, online transactions are expected to rise. Internet penetration is not only urging people to shop online but also pay online. With increasing opportunities, the challenges have also increased.

Every manufacturer is now coming up with its online stores to offer a better experience. Marketplaces and small standalone stores need to buckle up and rely on efficient digital marketing paradigms to win the audience.

The aforementioned hacks are based on customer behavior and surveys from recent years. Reliance on these hacks will not only bring in more customers but will also place the stores at the helm of the growing e-commerce industry.

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Dec 04

Finding the Right Social Media Influencers

  • Influencer marketing is on the rise, with 63% of marketers working with at least 10 influencers per campaign. 
  • Business owners think audience engagement is the best way to measure the success of their influencer partnerships. 
  • Picking influencers in your niche can help improve your traffic, sales and engagement. 
  • Instagram, Facebook, and blogs are the most popular places to promote your business using these social media personalities. 

Consumers are more likely to buy a product or service if it’s recommended to them by a friend. Many people view social media and blog influencers as friends, so a recommendation encourages their loyal followers to check out the company being mentioned. When a business owner or marketer works with an online personality to promote a product to their audience, we call this influencer marketing. 

Influencer marketing is quickly becoming one of the best tools business owners have at their disposal. A staggering 63% of marketers work with at least 10 influencers when they launch a new campaign. That number is expected to rise as marketing teams learn how to create meaningful connections with these internet celebrities. 

There are plenty of benefits to using this social media strategy to spread brand awareness, increase sales and improve engagement. In fact, social media plays such a critical role that 89.3% of business owners claimed that social media is somewhat or extremely vital to their success. 

If you’re new to the world of influencer marketing, you probably have some questions. We are going to walk you through the various steps and decisions you must make if you want to use this valuable strategy 

Consider your marketing goals 

First, you’ll have to decide on your influencer marketing goals. There are several great benefits you can achieve by working with the right personalities. Some of the most common goals business owners establish when working with internet personalities include:

  • Increase sales by dollar amount or percentage 
  • Improve engagement rate on social media 
  • Boost website traffic
  • Grow their email list

Your goals will determine the steps you’ll take as you move forward. For instance, if your goal is to spread brand awareness and increase website traffic, you’ll want to work with a macro-influencer, which consists of someone with a broad audience between 50,000 and 300,000 followers on any given social media channel. The reason you’ll want to work with a larger channel is that you can reach more people with your brand. 

If you want to improve your sales, you may want to consider working with a micro-influencer. Micro-influencers generally have between 2,000 and 50,000 followers on their website or social media channels. These influencers are great for hosting a giveaway, promoting real customer stories, or by offering detailed product reviews. 

These activities require a more refined audience. Since micro-influencers specialize in one niche, there’s a better chance that the consumers checking out your contest or product reviews are genuinely interested in your business.  

Once you decide on the goals you hope to achieve by using an influencer, it’s time to move on to the next step. 

Fine-tune Your customer personas  

Before you approach an influencer, you should take some time to learn everything you can about your target audience. There’s a good chance you’ve developed customer personas based on your target audience. In essence, customer profiles are designed to give you a ton of valuable information about the people most likely interested in your product or service. 

You’ll want to review your website and social media analytics for common trends among your audience. For instance, if you notice that 80% of your audience is under 25, there’s a good chance that you would benefit from an influencer who caters to a younger audience. 

Additionally, you can learn about your customer’s pain points and use that information in your marketing material for influencers. For instance, CareerResume.com is featured on many popular YouTube channels. Their goal is to find good jobs for people, even if they have unique personalities and skills. This message ripples through all of their sponsored influencers in the form of fictional people with silly personality traits finding their dream job. 

It’s essential that you understand your customers before you start looking for influencers. Failure to flesh out your customer personas could result in you picking out a partner that doesn’t resonate with your target audience. 

Now that you understand your goals and customers, it’s time to start looking for influencers. Instagram, Facebook, YouTube and blogs are the most popular platforms for these internet personalities. 

You’ll want to start your search on social media because 31.24% of all referral traffic stems from a social media platform. In other words, you have a better chance of seeing substantial results when marketing on YouTube or Instagram. 

Influencer blogs are also beneficial to business owners. There are plenty of reputable websites that are looking to feature you in a piece, both of which result in more visibility. If you offer your product or service to the blog, they may be willing to write their own reviews and personally expose your brand to their audience. 

When you’re searching for influencers, you should always keep their target audience in mind. Their audience’s goals and demographics must align with your own for the best chance of success. There are plenty of nuances you should stay mindful of in your pursuit. For example, if your demographic is women in their 30s, you wouldn’t find success partnering with an influencer that targets teenage girls with fashion tips. Remember that your target audience should be a significant portion of the influencer’s audience. 

You can learn about influencers by reading their archived blog content or checking out influencer posts they’ve promoted in the past. 

Set clear expectations

Narrow down your list of influencers and start sending our warm emails. Let them know that you’ve checked out their content, and cite some of your favorite pieces. Your goal is to show the influencer that you’ve spent time looking at their content and seeing if they are a good fit for your business. 

Once the influencer responds and the conversation gets rolling, set clear expectations. We suggest deciding on the following factors: 

  • One time promotion, or extended campaign
  • Payment (money, promotion, products, etc.)
  • Engagement expectations 
  • The type of content 

You’ll find that addressing these issues helps frame the deal, so there is a mutual understanding. You’ll also want to consider creating and sending custom URLs that you can track for future sales, discuss whether you’ll allow them to promote on your website in the future, and of course, signing a contract. 

Follow up and review analytics 

Working with influencers means you’ll have to follow up and review your analytics information regularly. Pay attention to details like traffic, engagement and sales from the influencer’s social media channel or website.

There’s a good chance that some influencer partnerships will fall through. Sadly, this happens with many partnerships, and it’s hard to avoid. If you stay on top of your influencer campaigns and analytics, it will become easy for you to determine whether a partnership will work out on a long-term basis. 

Over the course of your career, you’ll work with plenty of great influencers that help you reach your target audience. Now you know how to find, hire and negotiate with these social media personalities and bloggers. 

 

 

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Dec 03

Bluehost Expands in India Offering a Suite of Optimized WordPress Solutions

About Endurance International Group
Endurance International Group Holdings, Inc. (NASDAQ: EIGI) helps millions of small businesses worldwide with products and technology to enhance their online web presence, email marketing, business solutions, and more. The Endurance family of brands includes: Constant Contact, Bluehost, HostGator, and Domain.com, among others. Headquartered in Burlington, Massachusetts, Endurance employs over 3,800 people across the United States, Brazil, India and the Netherlands. For more information, visit: www.endurance.com.

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Dec 02

Exhaustive Study on Internet of Things (IoT) in Warehouse Management Market 2019-2028 Potentially Growing Significant Business Opportunities with Top Companies

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Top Manufacturers/Companies Cited in Global Internet of Things (IoT) in Warehouse Management Market Report

IBM Corporation, PTC INC, Cisco Systems Inc, Intel Corporation, Zebra Technologies Corporation, Oracle Corp, HCL Technologies Limited, Omnitracs, LLC, SAP SE, ThingWorx Inc

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Workforce Management
Inventory Management
Electronic Data Interchange (EDI)
Tracking
Segmentation by device:

Sensing devices
Gateways
Segmentation by service:

3PL (Third-party logistics) Service
Usage-based insurance Service

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