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The time when a few big names dominated the beauty industry is officially no more. Now, thanks to growing interest in online shopping, the ecommerce cosmetics world has grown to nearly $94 billion, filled with various upstart ecommerce beauty brands focused on previously ignored or untapped corners of the market.  This is great news for consumers, whose beauty routines are no longer dictated by the whims of a handful of corporate executives. It’s also good…

Search for quotes about design, and you’ll inevitably come across this one: “Good design is obvious. Great design is transparent.” The saying is popular for a reason — from products to websites, the best ones are never too loud or garish. Instead, they deliver an inconspicuously satisfying UI and UX.  In ecommerce, intuitive interfaces and appealing design can dramatically impact a website’s performance, ultimately leading to higher (or weaker) sales. On average, a customer only…

 Of all the growth we saw in e-commerce in 2020, perhaps no industry benefited quite as much as fashion. Though e-commerce fashion stores can’t offer fitting rooms, customers quarantining at home still flocked to their sites to buy clothing. And now, research shows fashion is the largest B2C e-commerce market segment in the U.S. Anyone looking to get involved can turn to platforms like Shopify and WooCommerce, which give independent fashion brands the tools they…

For many marketers, the term “brand awareness” represents a vague concept generally treated as worthy of investment but rarely defined in a precise manner. If you are one of these marketers, perhaps spending on advertising without click-based conversion makes you uncomfortable. You may accept that greater recognition of your brand can lead to sales growth but not completely understand how or why. You might simply drive by a billboard promoting a SaaS platform and wonder…

Perception isn’t always reality, but when it comes to business, it can build a narrative that’s difficult to refute. What the general public, let alone customers perceive to be true about a brand can have massive repercussions for their bottom line. During the holiday season, Pelaton released a video ad about a husband gifting his wife an indoor exercise bike for Christmas. There was a swift backlash to Peloton’s ad, with many calling it out…

The year is (almost) 2020. Twitter is more political than MSNBC, the Jonas Brothers have dropped an album, and sweatpants are now high fashion. It’s safe to say that in today’s day and age, we’re constantly teetering on the edge of satire and reality. This is particularly real for brands. As much time and energy as we spend perfectly crafting every word of our messaging, social media posts, and website, there’s a chance it simply…

Growing up, I wasn’t a fan of the Dallas Cowboys — not even a little bit. Watching my team, the San Francisco 49ers, get dismantled in the early 90s, and hearing about it from the Cowboys fans at school was nauseating. I wondered how other kids at school could back the team when they had never set foot in Dallas, let alone Texas. For as long as I can remember, the Cowboys have always been…

Unlike many other marketing approaches that focus on short-term goals and immediate sales, brand marketing strategy focuses on the long-term play. It’s an investment in the company that builds cumulative value over time by developing a meaningful connection with customers and a strong reputation among partners, collaborators, and consumers.  Let’s discuss how you can strengthen your brand and leverage it to attract new customers and create a devoted following. In this article: Customer Advocacy Content…