prodmgmt/marketing
Proprietary items work best if retailers differentiate them through either cost or innovation and are thoughtful about choosing categories, experts say.
General Partner Connie Chan on how leading brands are using AI and other technology to combine the serendipitous discovery of offline shopping with the infinite options of online shopping. Today, most of the Western world revolves around search-based online commerce. This means that most shoppers type directly what they want into a store search bar,...
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Whether or not you should pursue a catalog strategy is a question that deserves significant thought. As digital marketing becomes more complex, it may make a lot of sense to send out correctly designed catalogs to the right customers. For e-commerce retailers without physical stores, catalogs can effectively mimic stores’ sensory experiences to enhance customer affinity. For multichannel retailers, by understanding the channel preferences of current customers through transactional data, multichannel retailers can add an effective catalog marketing channel to their store and e-commerce channel strategies.
Not every business needs to have habit-forming products. Here's how two companies hooked customers and formed habits with products they rarely used.
When it comes to making money online you’re going to have a lot of options at your disposal. Frankly, it can be quite overwhelming just choosing an online
Your #1 resource for digital marketing tips, trends, and strategy to help you build a successful online business.
The Swiss pharmaceutical giant Roche is nothing if not determined in its quest to acquire Illumina, the San Diego-based leader in genetic-sequencing equipment. In January, after Illumina’s board rebuffed Roche’s initial overtures, Roche made a $5.7 billion tender offer directly to shareholders. When that didn’t succeed, it extended the offer to midnight last Friday. Now […]
As consumers skip ads and streaming content balloons, brands aim to be everywhere all at once.
Other than slashing prices
Tips from successful campaigns promoting everything from shapewear to prostate health.
A deep dive into our process for identifying the optimal B2B SaaS Marketing Channels for our clients, or Customer-Channel Fit.
The way we live our lives has an impact on our work. Long lists of typical chores may turn your
Competitive poaching refers to the practice of bidding on ads for a competitor’s search terms, in order to poach customers searching for that brand. It’s a common tactic in the world of digital ads — but is it effective? The author shares results from the first-ever empirical study of this practice, which found that poaching can work well for higher-end brands, but may backfire for lower-end or mass market offerings. Specifically, the study found that when an ad poached customers who searched for a high-end brand, users clicked on it more, but when an ad poached a low-end or mass market target, users were less likely to click. Of course, the author notes that clickthrough rate is just one metric, and there may be other ways in which a poaching campaign could be harmful or beneficial. But these findings can help marketers add a bit of science to the art that is digital advertising, helping them to optimize campaigns for their unique products and customers.
American consumers can’t resist the lure of a well-designed container. Of all the things I’ve purchased during the pandemic, the most useful has been a box cutter.
Want to improve your product's positioning but not sure where to start? This article is going to give you everything you need to get started including what positioning is, why it matters, and how to improve it.
The true star of the Akutagawa Prize-winning novel Convenience Store Woman is the convenience store itself. But what is it that makes these shops so magical?
Although the protection of secrets is often vital to the survival of organizations, at other times organizations can benefit by deliberately leaking secrets to outsiders. We explore how and why this is the case. We identify two dimensions of leaks:
Although there may be risks for companies in leaking secrets, the researchers make a strong case for doing so when appropriate. It appears that some of the most prolific and careful leakers are also among the most profitable companies in the world.
You’re a few weeks into managing a beta test for a new product your company plans to release soon. You get an email from someone on your beta team that there has been a leak online. One of your testers took a picture of your company’s new gadget fresh out of the box and posted […]
Looking to grow your affiliate marketing site but aren't sure which affiliate network is right for you? Here's everything you need to know.
Tips on running successful Black Friday sales for creators and Indie Hackers
Dollar Tree has struggled to grow Family Dollar because of its different business model.
PopSugar said it expects to have 20,000 subscribers by year's end to its text message program, which it's used to sell protein bars and housewares.
We explain how we came to spend $20,000 on this domain, and the incredible business opportunities that exist, waiting for someone to bring them to life.
To build word of mouth, try these strategies.