A survey of more than 1,000 U.S. consumers who shopped online at least once in 2017, drives home the idea that eCommerce hasn’t killed consumer loyalty or trust in brands, it’s just shifted that trust from brand familiarity or visibility, onto more experiential terms.
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.
This year’s Etail West event in Palm Springs is set to generate good conversations and insights for ecommerce leaders around the country. If you are a brand, you’ll see the retailers you work with there. Amazon, eBags, Walmart, Target, The Home Depot, and others are all set to take the speaker’s stage. You can also visit us at Booth W29 to hear about Salsify’s latest updates to our product experience management platform. But where you may want to focus your attention is on other brand leaders, who are facing some of the same challenges you are.
By Peter Crosby on 8:00 AM on February 20, 2018
What makes customers click “add to cart”? In today’s world, customers want to experience as much of the product as possible when shopping online. Often, that means watching a video that can show off product features that a static image or written product description cannot. A study conducted by Twitter found that 37% of its own users wanted more video content from brands. Forrester also found that conversion rates increase up to 2.5 times when a product page includes a video compared to those without one.
Faced with the fierce competition on Amazon, it can be overwhelming to know where to focus and how best to grow sales, build your market share, and protect your brand. Josh Silverman, Director of Analytics and Data Science at Salsify, and I recently spoke to these challenges and shared some strategic insights to help you navigate the ecommerce giant. Listen to the 30-minute webinar or take a look at the highlights we've gathered for you.
By Cara Wood on 8:14 AM on February 13, 2018
With the data that almost 50% of consumers hate fitting rooms, we’re seeing more and more brands using innovative styling services and fit guides via AI, trial boxes, and open-ended questionnaires, to help convenience-accustomed consumers shop digitally and try on at home.
To succeed online, grocery brands need to adopt a different strategy from what has worked offline. Product content online must first help consumers easily find a product when they search on a retailer’s site, and also help to close a sale once that consumer actually visits the product detail page. This dual role for your product content is particularly critical on Amazon, where shoppers are used to a broad selection and expect the utmost convenience and relevancy.