Is there a marketing tactic that generates more sales than traditional paid advertising? Yes! Influencer marketing may be the answer for many brands. According to a study by McKinsey, marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.
Influencer marketing is defined as “engagement with people who are influential online to share brand messaging with audiences in the form of sponsored content.” While the concept of influencer marketing is not entirely new, it is growing more viable every day with the addition of social platforms like Instagram, Pinterest and Tumblr. The approach is generally word-of-mouth advertising using brand advocates, and it can greatly increase marketing ROI.
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As consumers browse online, they are inundated with retail brand information at nearly every point of their user experience. Whether through an ad, a social network brand page, a video or a blog, consumers now view many, many pieces of content designed to bring them to a purchase. With this in mind, retailers have to not only stress the importance of developing content that stands out, but also of blending it effectively with their overall commerce strategy.
Online retailers that are building out these strategies most consistently include Melissa & Doug, Moleskine and Levenger, according to The U.S. Retail Website Benchmarking Study from Episerver.
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As retailers designate more of their holiday marketing spend toward the email and social media channels, they must focus on how to build out effective campaigns. When it comes to Black Friday and the week leading up to it, consumers are active on email and social media at different times. As such, retailers must go where their customers are and create the proper campaigns to match their habits.
Retailers would do well to ramp up their email plans early in the week of Thanksgiving, according to research from Yesmail. In 2014, email open rates on Monday, Nov. 24, and Tuesday, Nov. 25 were 10% and 9% higher, respectively, than the open rates for the average day. Once Wednesday approaches, these open rates plummet, to the tune of 23% less than the daily average.
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To successfully engage with today’s empowered omnichannel consumer, retailers need to develop marketing strategies that span across channels and devices. But the reality is, many consumers still prefer email over other communication touch points, according to research from Adobe Campaign.
Through a survey of 400 U.S. white-collar workers over the age of 18, Adobe Campaign discovered that 58% of American consumers list email as their preferred way to receive information from and communicate with brands.
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The majority (80%) of Americans who read promotional emails find it helpful when retailers feature recommended products based on past purchases, according to a survey from Listrak.
But retailers can leverage a variety of different data points to create more relevant and tailored marketing messages. Nearly three-quarters (71%) of consumers say it’s helpful when emails are based on products they looked at online, but didn’t purchase. More than two-thirds (68%) of respondents said they still like when retailers address them by their name in the subject line or copy of emails. Harris Poll conducted the survey to understand the email consumption habits and preferences of U.S. consumers.
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More than 6,000 marketers congregated in Salt Lake City, Utah, for the 2015 Adobe Summit to learn how to create consistent customer experiences that connects to their products. Although this was undoubtedly a core theme for the event, which took place March 9-13, there was another core theme for retailers in attendance: How to successfully integrate digital presence with the brick-and-mortar store.
In the opening keynote, Adobe execs and their partners unveiled updates to the Adobe Marketing Cloud, Adobe Campaign and Adobe Experience Manager (AEM), and also revealed new solutions.
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Although email marketing is still central to most retailers’ strategies, many are still falling short in personalizing these messages, according to research from SimpleRelevance.
In fact, only 9% of retailer emails offered personalized product recommendations, while 25% didn’t offer any form of product recommendation.
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Marketing is a core function in retail organizations across sizes and categories. Although retailers are ramping up their marketing spending to improve the omnichannel shopping experience, many luxury brands don’t have the executive leadership required to optimize results, according to a recent study from Luxury Interactive.
In fact, 71% of luxury brands stated that their organizations do not have Chief Marketing Officers (CMOs), and more than half (53%) are lacking VPs of e-Commerce.
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Building digital brand awareness is not just for the big-brand retailers. In fact, 63% of small business (SMB) owners are actively using digital channels and solutions to market their businesses, and 59% of these organizations launched a web site using do-it-yourself tools and solutions, according to research from Webs.
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