It’s estimated voice search investments will reach $5 billion by 2020. You need to start optimizing product content today to reap the rewards in the future. In this video, Salsify cofounder Ron Gonzalez provides examples on who’s doing well (and who’s not doing well) when it comes to voice search today.
As ecommerce dominates consumer spending and the digital shelf alters how they shop, the role of a Chief Marketing Officer is evolving. Long gone are the days of focusing on quantitative marketing only and developing a grandiose marketing strategy that is only prioritizes creative and large scale campaigns targeting a few channels. Consumers demand a new experience and CMOs need new skills and approaches to maintain their brand’s market share and keep it growing.
Competitive pricing wins the sale, right? Not on today’s digital shelf. More than ever, consumers make buying decisions due to their personal set of criteria – which is not always cost. Shoppers may choose a brand they love for its quality, the company’s values, or another factor entirely. It’s critical that you take control of your product experience and communicate each of the unique selling points of your brand.
By Caroline Egan on 9:25 AM on April 17, 2018
The nation’s largest retailer, Walmart, has been a leader in providing suppliers an open-source API to enable stronger product pages and syndication for content on their website. Salsify began working with Walmart before 2015 and continues to work closely with them today to empower brands to deliver best-in-class product experiences to consumers on their site.
By Andrew Waber on 9:00 AM on April 16, 2018
With shoppers more comfortable than ever buying home goods large and small online, successful furniture and home goods brands on Amazon are driving more sales online by describing their products accurately with their bullets and description, going heavy on visual content, and producing a quality product that helps elicit valuable reviews on Amazon. And lagging brands need to address gaps quickly, with IBIS World estimating that over 15% of U.S. furniture sales in 2017 were through online channels.
By Michael Johnson on 8:00 AM on April 13, 2018
Takeaway: The consumer product goods (CPG) category still has a lot of gains to make in ecommerce. Dr Pepper Snapple Group adopted an agile content creation strategy across its large portfolio of brands to take advantage of digital opportunities and are reaping the rewards. Jordan Ste. Marie, Sr. Manager of Ecommerce Marketing at Dr Pepper, shares three things every CPG brand can do based on his successful experience enhancing product content on Walmart.com.
The cost of chargebacks totaled 5.6 billion in the US, in the last year. How will you ensure that your brand’s dollars are not included in this number? A chargeback is initiated by banks when a consumer disputes the charges after the purchase of a product, and while some of these may be fraud related, there has been a 40% increase in the “friendly” chargeback, when consumers legitimately buy your product with their own card and request a refund after receiving it because they are dissatisfied.
By Peter Crosby on 9:00 AM on April 11, 2018
You'd better be ready to have a conversation with your consumers.
This was the Big Theme at the 2018 Forrester Consumer Marketing Conference:
Over the next few years, the way we interact with consumers will change dramatically. If brands embrace that change, you will build trust, loyalty, and earn your margins. I can hear you thinking, "Gee, thanks for the advice, Forrester. Now what do I do about it?" Well, that's what the two days was all about - building a road map to the future of conversational commerce and providing example of brands who are doing it right. Here's the 5 big Truths from the conference.
By Andrew Waber on 8:00 AM on April 10, 2018
By 2025, CPG is expected to account for 20% of total digital revenue. Consumers expect CPG brands and manufacturers to tailor product experiences to the further-fragmenting methods of digital shopping, according to a recent Salsify survey . At the core, requires creating a competitive product experience, to include convenience, information, and community.