Consider the following scenario: Your brand sells baseball gear, which is superbly displayed and marketed on a dazzling website. Interested parties search for this very term – ‘baseball gear’, after which they’re promptly whisked to a random page on your website. Low and behold, the page is devoted to a baseball camp you just happen to be promoting.    So …

Charting a course to marketing success often begins with solid research. Lots and lots of it. But which type of research should be used for a given product, brand, or campaign? The possibilities fall into two basic categories. Secondary research is, as its name implies, a follow up process. The sought-after data already exists. Interested parties need only pluck it …

You worked night and day to secure customers galore. They came, they saw, they bought. But the single purchase, unless the product is a fully crewed yacht, seldom yields enough to keep you in the chips. Profits accrue best to those who sell most. The goal of every revenue-conscious brand, therefore, should be to increase the number of transactions – …

It’s hard to ignore the numbers … Americans spend more than anyone else on eCommerce goodies. And the numbers are climbing. So why market your brand globally? Isn’t there enough gold here in our own backyard? Only if you’re planning to clamp down on profits. If you’re looking to break a few revenue records, you should be an international player. …

What packs more punch than a snappy post plastered on Twitter, Facebook, Instagram, and all the rest?  A little more than a year ago, brand marketers would have groped for an answer. Those platforms seemed virtually invincible when it came to widespread impact and reach. But in the last year, a new kid on the block has muscled into established …

The Amazon platform offers many obvious advantages to savvy merchants. But why stop there? Access the platform’s ‘buy box’, and you’ll grab even more action.  You may be wondering, “What’s the  Amazon buy box?” A fair question. Basically, it’s a white-shaded area displayed just right of the product page. In this space, brands display additional products of their choosing. Be …

You think online retail has eliminated holiday shopper stress? Don’t count on it. Look around. You’ll see that Yuletide nerves are as frazzled as ever. That warm glow radiating from consumer faces isn’t Christmas cheer – it’s the unmistakable sign of mounting irritability. As we move closer to the big day, matters will only worsen. Sign of the season. Yeah, …

Boast all you want about the undeniable benefits of your brand. But when it comes to sheer impressive power, it’s hard to beat numbers. Quantities, particularly those on the extreme side, are irresistibly compelling. Which is why stats carry so much weight throughout the known universe. Those magical digits permeate sports broadcasting, economic reporting, and yes, the worldwide marketing stage. …

You’ve got the green light. People want to receive your text notifications. Don’t worry about craftmanship. They’ll accept anything you shoot down the pipe. You are, after all, the all-knowing brand marketer. What’s good enough for you is good enough for them. Wrong. Effective text notifications require more than your involvement. They require quality content – something that gives the …

Most brand marketers would agree with the following: you never can have enough customers. But unless your name is Aladdin, wishing for more buyers won’t deliver them to your doorstep. What will do the trick is the proper application of sound marketing strategies. Here are some of the world’s proven favorites. The process of acquiring new customers often gains traction …

With the New Year only months away, many brand marketers are diving into their 2020 budgets, profits dancing in their heads. But whether your budgetary planning covers an entire twelve-month stretch, or just a simple solitary campaign, one fact remains undeniable: efficient and productive use of funds begins and ends with an airtight budget plan. What are the key elements …

It costs only a few cents. But when it hits the target, the results can be extraordinary. The phenomenon is email marketing or e-marketing for those wish to conserve syllables. True, the digitally sent message often gets junked or re-directed. A paltry percentage of mailings ever reach their destination. No matter. Those that make it often generate fabulous dividends. What …

In the online world, content marketers must do more than sell products and sip coffee at Starbucks. They also find a way to inspire sharing. The sharable stuff, of course, is content. Juicy, compelling, and irresistible. If enough of this hot commodity makes the rounds, your message is viral – a gold strike for any brand. Unleashing viral content is …

How do people see you? What do they think you’re all about? Answers to these questions define your brand identity. Bear in mind, brand identity has many building blocks. Among these are customer demographics and perceived product value. For new or evolving brands, however, one building block may stand above the others – brand name. If you’re new on the …

There’s no such thing as an endless summer for seasonal retailers. When September rolls in,  that’s it – the summer merchandise generally is jettisoned and duly replaced by the Fall and Winter stock. And yet … Before the seasonal switch occurs, certain retailers embrace an interim period — The End of Summer season. This slice of time, typically a few …

Marketing isn’t like is used to be, particularly when the medium of choice is a mobile device. Smartphones and tablets have their own requirements when it comes to effective message delivery. Brand marketers who meet these requirements are much better positioned to convert prospects and retain customers.   Your first objective should be speeding up the load time of web pages. There’s an obvious advantage to this step – …

No question about it … Shopify is the ecommerce force of the ages. Launched in 2004, this Canada-based company now hosts hundreds of thousands of online stores. Additionally, the platform offers services by the truckload, including customer engagement tools and payment systems. Judging by Shopify’s swell of success stories, it’s the place to be. And that’s where certain problems surface. …

You’re ready to launch a marketing campaign into the waiting world. But will you build it on the right framework? The framework in question consists of four core elements. If even one piece is missing or out of place, you’re a ship without a rudder – in stormy seas. Fortunately, you can steer clear of the howling winds and ensure …

Content is flowing. Traffic is flocking. And your website is performing with gusto. You think you’re doing alright. But are you? Chances are, your content is snoozing. You can praise it to the sky, show it off to family and friends. But it’s still missing the mark by a country mile. Cheer up. Your content can shine a little brighter. …

How do meteorologists determine future weather conditions? Among other resources, they rely on predictive modeling – a system utilizing statistics to create scenarios of possible outcomes. Probability and other mathematical disciplines enter the picture in a big way. Increasingly, marketers are recognizing the value of this meteorological magic. Supporters of the system are using predictive modeling to forecast possible consumer …

Contrary to current doctrine, brand marketers aren’t the best judges of consumer wants. In fact, professionals don’t even come close to being first in the field. The people who indisputably lead the pack are consumers. They know exactly what they want. It’s up to marketing squads to find out what it is. Currently, surveys supply the needed connection to the …

Imagine a baseball stadium with dozens of illuminated scoreboards, each displaying different must-know stats – runs, outs, innings, strikes, etc. Which one do you keep your eye on – and still watch your favorite team walk away with the game? Unfortunately, many marketers subject themselves to an equivalent situation. Rather than monitor a few key metrics, they often spread their …

Is your product hitting a home run with buyers? Or is it striking out dismally? How do you know what shoppers really think about your goods? One obvious sign is the repeat sale. If customers return for more, you’ve done a swell job in the customer’s estimation. Congratulations! You smacked it over the fence. Naturally, you want to keep the …

It happens far too often. Marketers grab hold with dazzling taglines, build their brand with brawny content, and then — stumble near the finish line. This finish line, known as the call to action, invariably separates the winners from the losers – those who spur action, and those who induce confusion. Most CTA’s fizzle due to a shortage of vigor, …

Ecommerce marketing generally begins digital dazzle. But how will it finish once the product is in hand? Will the delivered goods rack up major points with the customer? They better. Or forget about follow-up orders. The problem is, brands never can be sure of hitting the mark — primarily because customer expectations vary. Once delivered, merchandise may disappoint, satisfy, or …

So much has been written, discussed, promulgated, and proclaimed about the value of advanced planning. No marketing campaign — in fact no action of any consequence — should take place without the underpinning of a sound strategy. As virtually every marketer sees it, it’s all in the preparation. The advanced planning credo is valid enough in most cases. Nobody would …

Never underestimate the power of conventional marketing. Sure, digital marketing is flexing major muscle. Nevertheless, online options are far from being the final word. In fact, in many instances, long-established conventional methods may surpass the effectiveness of digital solutions. Case in point is direct mail. Thought that was yesterday’s news? Guess again. On many fronts, the paper n’ print medium …

If you own or run a small to medium-sized business, costs weight heavily on your shoulders. And of all costs, advertising expenditures typically prove the most mysterious. How much should you dump into that campaign? The answers often elude. Why is it easier to pinpoint funds for standard operations such as production and maintenance? Because the bulk of these generally …

Fact: apps help boost brand sales. But, if new on the scene, an app must be sold first. Not in the literal sense. But somehow, people must know it’s out there and feel a keen sense of interest. Brands must whet app-ettites, as it were. Therefore, slick, skillful app promoting is a required step. App promoting resembles the promotion of …

Are you oversupplied with website visitors? Wondering how to manage all the sales orders? Does the steady cha-ching rattle your nerves? Well, take heart. Brand marketers everywhere can reduce website traffic and all resulting revenue by following these handy tips: First, confuse visitors from the get-go. People want to know what your brand is about and why they should choose …

What can ecommerce marketers do? The physical store still pulls plenty of shoppers. Research bears this out. Expect the numbers to climb as more and more retailers transform their stores with digital enhancements. Fresh look, immersive experience, can’t miss. Clearly, the real world still rules. Life in the round has immense appeal for consumers. Will digital marketers get squeezed out? …

If you think brands should be seen and not heard, it’s time to get enlightened. Thanks to the current podcast blitz, audio content is a hot commodity. Brands are unleashing podcasts by the thousands. Most are aired on mobile devices, where quick, convenient content is paramount. No surprise there. But no matter where the podcast surfaces, one fact is undeniable …

How vital are brand reviews? Very in the consumer product space. Research reveals that approximately 97% of shoppers read product reviews before buying. Equally striking, one heartfelt evaluation may be enough to sway opinion (generally the number falls between 1-6). So, yeah, reviews, pack some power — particularly for consumer products. Which is why negative assessments can be so disheartening …

If you enjoy Google Street View and relish the experience of moving around every direction, you’re a bona fide fan of 360-video. Viewers have spent hours touring a single neighborhood. Which soon prompted this question from many a marketer – Could a 360 video create the same appeal for products and services? Apparently, the answer is a resounding ‘yes’. Which …

Remember that tune that stuck in your mind? The one you couldn’t shake loose? Well pay attention, brand marketers. You can achieve the same lingering impact with your own output. How? With the effective deployment of ‘soundbites’. A soundbite is a perky catch phrase that encapsulates a big idea. Condensed wit quickly delivered. Politicians, performers, and virtually all other public …

Not so long ago, consumers entered a new age, seizing an exciting new way to shop. At last, they could remain home (or wherever circumstances had placed them) and shop via digital device. The rest, as they say, is history. E-commerce is huge and getting huger by the nanosecond. Nevertheless, some players are setting their sights on even greater convenience. …

It’s the sound of success … yet it reaches the ear at very low volume. Indeed, the CLICK has become a global touchstone of achievement. A sign that the targeted user has performed an action deemed desirable by certain interested parties known as brand marketers. Make no mistake about it. What this action lacks in decibels it more than makes …

Marketers naturally crave an edge, some way to leapfrog the competition and boost the chances of success. This need is deeply felt in the rapidly-evolving world of real estate marketing. Here, eager house hunters are flocking to online resources for information, leaving marketers mystified. How do we go one better? Deliver a superior product? One solution is flying high – …

Does hard work always equal success? Well, diligence certainly is a contributing factor. But toil and effort alone don’t guarantee high-flying results. Consider, for instance, the number of disappointing lead-generation campaigns. Many a brand marketer has labored endlessly to harvest leads, only to come up short in the conversion department. There may be numerous reasons for the shortfall. Nevertheless, they …

Is there any hope of reversing ‘Brixit’, the mass exodus of retailers from the brick-n-mortar space? A quick glance paints a gloomy picture. In 2018, more than 3,800 brick-and-mortar stores closed in the U.S.  Among those throwing in the towels were brands that permanently went out of business. They’re now ancient history. E-commerce, meanwhile, is surging, grabbing increasingly larger chunks …

For brand marketers, it’s all about paving the way to success. The paving is done by developing and unleashing precision-crafted marketing strategies. All this, of course, takes place before the product hits the shelf or web page. Once it’s there, a new force intervenes – the force of package design. It’s all part of the grand scheme of things. Content …