The COVID-19 pandemic has undoubtedly accelerated the growth of eCommerce, and retailers like Walmart, Amazon, and Tesco have been the primary beneficiaries of this trend. To maintain their competitive edge, these retailers are demanding higher investments in retail media from brands, which has a direct impact on eCommerce profit margins.
(more…)In today’s digital age, technology has become an integral part of every business. It has revolutionized the way companies operate, interact with customers, and manage their operations. Many businesses have embraced technology with open arms, adopting various tech solutions to improve efficiency, productivity, and profitability.
However, while technology is undoubtedly important, it should not be the primary focus of a business.
(more…)eCommerce search and traditional Google SEO search are different in several ways when it comes to keyword selection, customer intent, and algorithms.
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Super Bowl XLI just ended and we were blessed with a slew of funny, entertaining, and creative marketing and advertising by some of the world’s largest (and deepest pocketed) brands.
As an inspired member of your company’s marketing and advertising team, the gears in your head are spinning for ideas on how you can execute something memorable for your next campaign.
You and your team work day and night thinking of a campaign, spoke to your agency on execution strategies, getting your budget approved after a rosy projection on how great the campaign will be, and a week after you launch, you got some PR firm mentioning your campaign, some colleagues posting it on LinkedIn, but ultimately, no one outside your company cared.
What happened?
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I watched a segment on hybrid and remote work maturing in 2022 by The Economist triggered some interesting questions that many of us haven’t had much thought of.
The impact of remote and hybrid work shifted how we approached work over the past 20 months in massively positive ways but also raised some concerns that we may be moving in the wrong direction without seeing the warning signs.
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We’ve reached the end of our 3-part, first-party data and lead generation series of articles. If you missed the first two, read them here and here. Now that you’ve identified your 1PD initiative and picked a tool to streamline the process, let’s cover the most common mistakes that EVERY SINGLE marketer has committed and how to avoid, and ideas on how to fix them.
This is a huge article, so grab some coffee and let’s dive right in.
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In our opening article about first-party data, we’ve shared why collecting first-party data is important, particularly for small businesses, and also covered some easy-to-implement ideas for your team to try.
Before you can USE your data, you need to collect them, which we covered in the previous article. After collecting the data, you need to have a place to store, analyze, and use the data, and that’s what we’re covering.
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First-party data is all the data that is generated and collected directly by a company’s own properties and audience. Companies are able to use this data to improve their products and services, understand customers’ needs, and generally provide a better customer experience.
First-party data is immensely valuable for your business as you have ownership of that data. The data you’ve collected can be used for better customer service, increased understanding of your customers, more precise messaging for your marketing and advertising, and knowing for a fact that a 3rd party such as Facebook, Google, or Amazon can’t just change their algorithms and take away customer data from your business.
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As consumers, we’re always conditioned to consume through a number of signals from companies. After all, without consumerism, much of our economy won’t exist and most of us probably won’t have a job.
Back in the olden days, consumerism tends to focus on thematic periods that justify spending.
This could be the classic holiday season, birthdays, graduation, weddings, and similar peaks spread throughout the entire year. This event-based relationship with shopping tends to make us think more carefully about what we buy, especially during cash/cheque-dependent days.
However, today’s shopping malls and commercial areas blanket every corner in most metropolises, and the prevalence of credit-based shopping made impulse purchases easier than ever. Efficiencies in production and globalization also contributed to most non-essential goods being more accessible to purchase than ever.
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You were enjoying a casual, relaxing stroll in the park on a lovely Saturday morning,
It was an absolutely perfect day. The sun shone brightly, the birds were chirping and the air was crisp. You walked through the park on a winding trail, taking in all of nature’s beauty. You spent the week stressing about work and home duties and you finally were able to kick off those leather heels and put on your bright pink hiking shoes to tackle the outdoors.
Out of nowhere, an overzealous character leaped out behind the park bench and said:
“Excuse me, are you hungry? There’s a great delicatessen nearby!”
You politely declined and quickened your steps by a few paces thinking “well, that was weird, but at least he’s gone, let me get back to this wonderful stroll”
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