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Marketing

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Unlike traditional media like television and print, the internet is interactive, and the relationship between a brand and its customers online is a two-way street. Brands rely on customers to participate in that relationship — by engaging with the brand and eventually purchasing the product or service. In this environment, brands need a compelling call to action (CTA) to motivate a customer to participate. A CTA is a link or button on a webpage —…

Between business-to-business (B2B), business-to-consumer (B2C), and consumer-to-consumer (C2C), the world of commerce today is a bowl of veritable alphabet soup. But what about direct-to-consumer (D2C)? This is a more recent addition to the retail landscape and has quickly gained ground as one of the fastest-growing and most important models of commerce worldwide. What is D2C? D2C is a retail e-commerce model that facilitates the sale of products straight from the manufacturer to the consumer with…

Ever come across a website that’s difficult to navigate or hard to read? Imagine having that experience on every site you visit online. Unfortunately, that’s what happens for most people with disabilities, since a lot of companies don’t design with web accessibility in mind. For online, direct-to-consumer (D2C) sellers, web accessibility is critical to ensuring a pleasant experience for your customers, regardless of their abilities. Similar to brick-and-mortar stores, web accessibility refers to improvements and…

It’s hard to hit a target you aren’t aiming for, so having goals for your digital transformation is a must. Having strong goals is even better. Not only will goals and key performance indicators (KPIs) help guide your progress, but they’ll help you evaluate initiatives and campaigns and allow you to make informed adjustments where needed. As you read through this, think about how your ideas can be tracked, measured, and reported. Objectives, Goals, KPIs,…

Marketing teams are continually searching for the perfect email cadence. Since audiences and industries vary, and consumers continue to adjust their expectations and preferences, this is a common question without a single definitive answer. However, it’s important to analyze because email workflows that aren’t optimized can miss opportunities to convert more, or even offend recipients.  If you send too many emails too quickly, your list and most internet service providers (ISPs) are more likely to…

What’s the sexiest part of managing a brand? Most people wouldn’t say it’s communicating the brand’s compliance strategy and privacy policy. However, more companies are finding hidden value in what has traditionally been seen as the dry domain of legal. Privacy isn’t just a policy anymore — it’s a brand identity that helps differentiate first-movers in a crowded marketplace. When Digital Privacy Breaks Through The internet has been around for almost 40 years and it…

“Brand transparency” is much more than a buzzword; these days, brands need to be transparent in everything they do. Although it may seem like a simple idea, maintaining transparent operations doesn’t necessarily come naturally, particularly in larger companies where there are more people, layers, and complexities involved in the business. But before delving into those complexities and how to harness the superpower abilities of brand transparency, let’s take a look at what it is and…

As a brand, there’s nothing more authentic than a customer taking time out of their day to share a thought or feeling. That’s why user-generated content (UGC) is such an integral component of a marketer’s strategy: Customers are promoting your brand for you, and to top it off, it encourages brand trust and is an excellent way to build customer relationships organically.  Let’s explore best practices on how to leverage user-generated content for maximum results. …

You know the trope around romantic comedies — “unserious,” “cheesy,” and “clichéd.” However, according to Aja Romano, Internet Culture Reporter at Vox, “their predictability is a huge part of their appeal.” And that’s exactly why romcoms are my favorite genre — they make me feel hopeful for a fairy tale future that may only exist in stories and films. But between the meet-cutes, classic misunderstandings and guy-chases-girl-to-the-airport scenes, I’ve realized that there are a lot…

Viral marketing isn’t just a type of marketing strategy — it’s pure genius. While that may be a bold statement to make, think about it: Viral marketing naturally generates curiosity and desire over a product or service. It’s a brilliant strategy where people want to pass on marketing content to other people, no tricks or prizes required. This is why it’s every marketer’s dream to create viral content that spreads across all customer touchpoints.  Let’s…