strategy

Once, not so long ago, most brands sunk the majority of their marketing dollars into traditional initiatives like TV and radio commercials, print ads, direct mail, and outdoor advertising.  Then, eCommerce started gaining traction, and many brands started shifting their marketing spend online. Yet, most took a generic, one-size-fits-all approach, blanketing an entire audience with…

Oftentimes, the word “eCommerce” conjures up images of a shopper browsing a website, adding an item (or items) to their cart, and then completing the checkout process. But the reality is, there are plenty of new, innovative ways of purchasing products online – including social commerce, conversational commerce, and augmented reality – just to name…

It’s no secret that modern consumers are glued to their mobile devices. A recent survey found that nearly half (46%) of consumers spend an average of five to six hours on their phones each day – not including work-related use. Consumers use their mobile devices for myriad purposes – including browsing and buying products and…

For the past decade, eCommerce was experiencing steady growth. But then the COVID-19 pandemic hit – sending that growth into overdrive. According to data from the U.S. Census Bureau, eCommerce grew more than 32% in 2020. For brands, this explosive growth presented both challenges and opportunities.  At the onset of the pandemic, many consumers limited…

It’s no secret that direct-to-consumer (DTC) eCommerce is growing. Per SAP, DTC eCommerce sales in the US grew over 45% last year – accounting for 14% of total retail eCommerce sales. This growth has been fueled both by digitally native brands (think Casper and Dollar Shave Club), as well as established brands (think Nike and…

Collecting and displaying reviews is proven to drive some pretty impressive results for your business. According to an analysis from our friends at Bazaarvoice, there’s a 128% lift in conversion when shoppers interact with ratings and reviews on “best-in-class” sites — as well as a 159% lift in revenue per visitor. But responding to reviews…

Offering great products is important — that will never change. But increasingly, it’s great experiences that set companies apart. According to the Salesforce State of the Connected Customer report, 80% of consumers indicate that the experience a company provides is just as important as its products or services. It’s essential to focus on consistently delivering…

By now, we’ve all seen plenty of headlines about the growth of eCommerce traffic and sales in the midst of the COVID-19 pandemic. But it’s worth reiterating. According to Salesforce’s State of Commerce Report, eCommerce revenue increased 75% year over year in the second quarter of 2020 and 55% in the third quarter. And per…

Proactively managing reviews is an important way to protect your online reputation — and strengthen it. And if you’re like many enterprise brands, you’ve got a lot of different types of reviews on your hands. As an example, let’s consider a brand like Adidas. Consumers can write reviews for Adidas products on Adidas.com — as…