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In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets. In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash. The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne: “The best marketing doesn’t feel like marketing.” So, what goes into reverse marketing, and why does it work? Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and […]
European antitrust chief Margrethe Vestager said yesterday at a conference that Google’s efforts to drive more traffic to European comparison shopping rivals have essentially failed. This is a reversal of her previous, qualified support for the changes Google made in response to a European Commission finding in 2017 that the company had “abused its market position” in shopping search. The $2.7 billion story. That 2017 determination, which Google has appealed, came with a penalty of nearly €2.4 billion ($2.7 billion). In addition, Google was required to provide “equal treatment” to European shopping comparison competitors on the SERP. That turned out to be a remedy involving bidding for placement in Product Listing […]
Published Nov. 8, 2019 Are you looking for ways to increase sales on your eCommerce website? Or perhaps you sell your products on external websites like Amazon, eBay or Facebook Marketplace, or even within social ads and posts, and you want to improve the performance of your listings? The team from ForSaleByOwner share their tips for selling more online in this infographic. Here’s a quick summary of what they cover: Find an emotional tie Present the facts Anticipate needs and concerns Highlight price drops Utilize comparisons Check out the infographic for more detail. A version of this post was first published on the Red Website Design blog.
We deal with a variety of clients, from startups to enterprises, and while some smaller businesses still use spreadsheets to track contacts and sales tasks, most businesses have a customer relationship management (CRM) system. And eventually, every brand wants, or needs, to move to a new one. Companies switch CRMs for lots of reasons – they want more functionality, different functionality, different integrations with other tools, or the new VP of Sales just likes one tool in particular. While the reason for switching CRMs is unique to every client, if you’re considering making the switch, there are some key considerations and tips you need to keep in mind to ensure the […]
Back in April, Instagram announced that it would begin a new test of hiding total like counts on posts, a move which sparked much concern among platform influencers and those who use Likes as a proxy for their relative content performance. How would the removal of Like counts change user behavior? Would users be less inclined to tap ‘Like’ if they didn’t have the context of how many others had done the same? And how would that impact overall on-platform engagement? This week, influencer marketing platform HypeAuditor has released a study of content from more than 154k Instagram influencers, each of whom sees at least 30% of their following coming […]
YouTube is rolling out a new desktop and tablet app update which utilizes an updated presentation style, and provides additional control options. As you can see here (with the old format merging into the new), the updated format provides more room for each preview panel, enabling additional context on each from the main screen. As explained by YouTube: “This new look includes longer video titles and larger, richer thumbnails to give you clearer information about the video at a glance, plus higher resolution video previews. As part of this cleaner design, you’ll notice we’ve also removed some content shelves. You can still find rows of videos for breaking news, music […]
Facebook-owned WhatsApp is taking the next steps towards monetization with a new option that will enable businesses on the platform to better showcase their products via the WhatsApp Business app. Now, brands on WhatsApp will be able to utilize product catalogs in their WhatsApp Business listings, helping to provide more information about, and images of, the items that they provide. [embedded content] As explained by WhatsApp: “Catalogs are a mobile storefront for businesses to showcase and share their goods so people can easily browse and discover something they would like to buy. Previously businesses had to send product photos one at a time and repeatedly provide information — now customers […]
Facebook has launched a new resource hub to help military members and veterans in improving digital literacy, and expanding their opportunities. Called the ‘Military and Veterans Hub‘, the new mini-site will help those who serve to find job opportunities, enhance their digital skills, and provide online safety tips to improve their digital understanding. The mini-site aims to further Facebook’s connection with the military community – according to Facebook, more than 900,000 people in the US participate in more than 2,000 groups for military members, veterans and their spouses on Facebook. The new hub will aim to cater to this audience, helping the platform play a larger role in connecting and assisting these […]
Looking to maximize your brand’s appeal with younger shoppers this holiday season? If you want to connect with the next generation of consumers, then you need to understand their discovery and buying habits, and what appeals to them the most. That’s why the team from Perksy have put together this listing of insights an tips on what Millennial and Gen Z shoppers look for, and how brands can tap into these trends to expand the appeal of their offerings this year. The graphic below covers shopping behaviors, platforms of influence and popular gift types, providing you with a solid overview of what appeals to these buyers. And while it doesn’t […]