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Angie Tran

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Customer loyalty is harder to cement than ever before, with 58% of consumers changing brands from one purchase cycle to the next, according to data from management consulting firm McKinsey. And so both the good and bad news for brands is every future purchase is theoretically up for grabs. To further complicate things, while the evolution of the linear customer journey is well-documented by this point, it is nevertheless difficult to assign a specific shape…

Getting brands to spend on advertising has always been a hard sell. Every ad dollar that agencies invest on behalf of their clients must be accounted for and ROI proven. Brand uplift, increased revenues — these are just some of the everyday demands on agencies’ performance. If all that isn’t enough, add a global pandemic to the mix. In 2020, agencies found themselves contending with a totally altered consumer landscape, seriously worried clients, slashed ad…

In an e-commerce world that continually evolves, brands are learning to leverage technologies to engage new markets and speak to new consumers. To stay competitive, marketers need to tell stories and deliver experiences that reflect the changing desires of consumers. That means personalization — creating content and creative tailored to each potential customer. Without customization, even brands with excellent reach across digital marketing channels will struggle to connect with consumers and remain relevant. Dynamic creative…

Looking at the recent history of the global retail marketplace can tell us a lot about its future. In the last two decades, brick-and-mortar businesses have closed by the thousands, with record numbers continuing to shutter each year. The rise of e-commerce and web-based retail has generated momentum toward a direct-to-consumer (D2C) model of sales that prioritizes speed, convenience, and real-time service. This structure creates an environment where brands of all kinds can compete for…

When a crisis hits, advertisers suddenly find themselves in uncharted waters, and confusion abounds. What’s the best way to talk to customers about sensitive topics? What constitutes a claim? No brand wants to rub customers the wrong way with a tone-deaf ad, or worse, find themselves facing a PR disaster. Here are some of the dos and don’ts that brands should take aboard when considering how to implement ads during a crisis. Don’t Run the…

Online stores used to be an asset to brick-and-mortar businesses but not necessarily where the bulk of sales were made, meaning website engagement was nice, but not essential. To say things have changed is an understatement; now, driving website engagement is critical for e-commerce business owners. For best practices around creating landing pages: Importance of Driving Website Engagement Every new and returning customer that visits your e-commerce website provides an opportunity to close a sale.…

When starting a business and operating off a shoestring marketing budget, there’s always that one all-important question: “How can I conserve money and bring in results?” Because no matter how small your niche or how loyal your company customer base is, you need to have a robust marketing strategy to create and sustain a digital presence. So, how can small companies accomplish this with limited resources? Let’s explore how you can effectively run your business…

One thing is clear about the retail fashion industry — it’s absolutely huge. Worldwide, annual revenue stands at $2.5 trillion. But it’s not all smooth sailing. The industry is plagued with overproduction — 30 to 40% every season — which makes it incredibly competitive. Plus, the industry is moving away from the traditional spring/summer, winter/fall dual season concept in favor of a more economically viable, on-demand supply. Retail apparel brands are under constant, ever-increasing pressure…

With #StayHome being the main message during COVID-19, consumers worldwide have no choice but to hang out in their living rooms and kitchens. In the U.S., 57% of people surveyed said they were cooking more because of the pandemic. For direct-to-consumer (D2C) cookware and home appliance brands, this period of increased interest in home cooking is the ideal time to disrupt the market and attract customers. With 88% of organizations in the U.S. encouraging or requiring…