What makes a brand great? Brands that are great enough to crush on truly provide an engaging product experience to the consumer. Winning brands know how to tell a compelling brand story at all the various digital touch points in a shopper's journey. According to a Forrester survey, more than a third of consumers prefer buying directly from a brand’s direct-to-consumer channel. Eileen Fisher capitalizes on their direct-to-consumer presence online, from their website landing page to their product detail page, to their behind the label details - this is a brand that got it right.
Feeling the competitive pinch? Maybe your brand’s content technology could use an update. In today’s consumer market, accelerating your products’ growth on the digital shelf requires a complete product experience, starting with compelling product content delivered when and where consumers need it most. Behind that perfectly positioned product information is the right technology.
On yesterday's webinar, I shared the latest data insights from our recent Consumer Research Report. You can listen to the full event on demand by signing up below. For those of you in a hurry, I have shared the three most important things to know about what your shoppers are looking for on a product page.
By Cara Wood on 8:00 AM on March 13, 2018
One needs only to look at the success of digital-first brands to see that the traditional go-to-market strategies of brands are dead. Even if the majority of your sales are coming from offline channels, your shoppers are influenced by what they find online. Being successful today requires a new level of coordination and speed across previously siloed departments.
Next week is ShopTalk, one of ecommerce’s biggest events of the year. We’ll be at Booth #3226 discussing how some of the leading brands are navigating (and succeeding) during the industry’s digital transformation. Brands who can deliver the best product experiences that consumers wherever they shop are winning on the digital shelf today. We’ve made a list of some of the brand leaders tackling this challenge head on that will speaking at this year’s event. Don’t miss hearing about each brand’s strategic approach to product experience management.
I got this question from a ecommerce leader who saw my recent At the WhiteBoard video: How to think about KPIs on the digital shelf. My answer? "It depends." The nuance and variables in whether or not it's necessary to sell on Amazon today turn out to be very revealing with how brand marketers should be thinking about Amazon today.
By Andrew Waber on 9:39 AM on March 7, 2018
By Andrew Waber on 9:32 AM on March 2, 2018
It's official – P&G did indeed drastically restructure their digital advertising in 2017, to the tune of $200 million. To be clear, what P&G did was dramatically reduce what could be considered "traditional digital advertising spend" – via ad networks and associated agency fees. The company only moderately reduced its overall ad spending, going from $7.2 billion in ad spend the prior fiscal year, to $7.1 billion.
By Cara Wood on 7:33 AM on March 1, 2018
It’s easy to feel like digital upstarts and Amazon private label products are actively devouring any chance traditional brands have at maintaining their market share. That’s because in many cases, category after category, brands that have depended on mass media advertising or endcaps in physical stores are losing ground. The only way to survive is adopt the tactics of your competition and take control of your product page through product experience management.
Just as consumers are always finding new ways to research and discover products, brands should be finding new ways to be discovered. This will likely mean abandoning some elements of past marketing strategies, and picking up more contemporary ones in line with consumers’ demands for ease and convenience.