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April 2018

Mohammad Anas Wahaj | 29 apr 2018

According to Big Commerce, 51% of Americans prefer to shop online, and almost everyone (96%) has made an online purchase in their life. But, with so many competing e-commerce websites and a large number of brick-and-mortar retail stores, the challenge for retailers is to differentiate themselves and, attract, acquire and retain the customers. Retailers can do the following to increase retail sales - (1) Run Beautifully Executed Google Shopping Campaigns: Organize shopping campaigns by best-selling items; Ensure your ad images are high-quality and crawlable; Include merchant promotions and product reviews. (2) Give Shoppers a Reason to Visit Your Store: Provide special in-store discounts to shoppers; Use the power of social media to communicate special in-store deals. (3) Use Social Media Targeting Capabilities to Your Advantage: Configure your social media campaign with detailed targeting to audience who will be most willing to buy the products. Targeting to right demographics is the key. (4) Don't Forget to Be Locally Relevant: Geotargeting; Ad copy and imagery with local appeal; Use local lingo. (5) Invest in Some Guerilla Marketing Campaigns: Use public places innovatively to attract attention and spread the word around. (6) Try Podcast Advertising: According to Edison Research, 67 million Americans listen to podcasts monthly, which is a 14% year-to-year increase. Discover your audience's choice of podcasts and invest in running some advertisements to sponsor the commercial breaks. (7) Get Creative with Video: Use entertainment as a strategic tool in video to attract audience. Getting it viral is a challenge that every creative should take. (8) Celebrate All the Little Holidays: Embrace holidays and link your campaigns to them; Release special limited-edition products around them, run special events, or offer deals in festive holidays colors, it gets people excited. (9) Instill a Sense of Urgency: Urgency in messaging can pressure audience to shop; Run short-term limited-time offers and discounts. (10) Understand Your Seasonal Peaks and Plan Accordingly: Do advance planning for seasonal peaks. This includes adjusting ad spend, working with design for new creative, and executing seasonally relevant campaigns that will boost sales during these peak times. (11) Create Returning Buyers through Smart Remarketing: Remarketing allows you to remind shoppers, re-engage them and assist them in buying again; Think about the lifespan of the product that a customer have bought. Run a remarketing campaign and encourage to buy before the product is finished; Another remarketing tactic is to upsell based on the products customers have previously purchased. Read on...

Business 2 Community: 11 Killer Retail Marketing Tips to Drive Sales Year Round
Author: Margot da Cunha


Mohammad Anas Wahaj | 23 apr 2018

Business-to-business world have a different set of rules and dynamics than business-to-consumer when it comes to branding and how interactions happen with prospects and customers. Ryan Gould, VP of Strategy & Marketing Services at Elevation Marketing, explains how B2B world is fragmented, challenges related to inconsistency in branding and what can be done to improve, enhance and control it. He explains, 'The role of the B2B buyer has evolved along with the rest of the world, and importantly, power has gradually shifted to the hands of millennials. Despite 73% of millennials making purchasing decisions, we are still seeing the world of B2B approach these individuals as if they are the same buyer from 5, 10 and even 20 years ago.' Millennials are the new B2B buyers and B2B marketing had to evolve accordingly. Emphasis on branding and brand building becomes critical. Marketing efforts should be aligned, whether it is social media, email marketing, sales collateral, video etc, and focus on addressing the need of potential buyers and differentiate effectively from competition. Sales-driven nature of B2B sector still holds supreme with marketing becoming secondary to it. But with new buyers sales pitch is not sufficient and they seek better connect with brands they deal with. B2B marketers have to understand this dynamic to build strong business relations. B2B marketers also face challenges related to their budget and lack resources to accomplish all their tasks and had to shuffle between various roles. This gives them insufficient time to focus on brand strategy and to build an overall brand value. Fragmented nature of B2B business adds to the chaos with various departments working in silos. Branding consistency in this environment becomes a challenge and customers get confusing inputs. The brand in this scenario lacks uniformity in content, design and messaging. According to HubSpot, only 50% of B2B marketers are treating visual content as a priority. Marketers have to work on this and fully utilize the power of digital and develop creative strategies to have a better connect with millennial decision-makers. B2B organizations must prioritize branding as their target consumer market is sensitive to it. One statistics suggests that 23% of average revenue increases are attributed to brand consistency. B2B marketers should play their role accordingly - understand target audience, recognize the importance of branding, realize where brand is falling short and develop better brand consistency by using latest tools and solutions to have a connect with customers and establish trust. Read on...

The Drum: Why is inconsistent branding so prevalent in B2B organizations?
Author: Ryan Gould


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