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e-Commerce Industry News


March 13, 2015
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Brand management considerations for the modern era
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March 13, 2015
SKUTEST-1
Brand management considerations for the modern era Brand management considerations
for the modern era
As more companies have begun to adjust their marketing and advertising strategies to more seamlessly target digital clientele, a wealth of best practices have started to surface that translate to most industries. Remember, creating an ecommerce website and business is only the first step in an ongoing climb to the top, with sales and marketing performances playing a major role in the eventual success or failure of a given company, digital or otherwise.

The trick is to establish a more comprehensive strategy that will ensure consistency across channels and mediums with respect to the brand image, as this is among the only measures that can be taken to ensure the optimal perspective on the company is shared among all types of viewers. In the end, the convergence of digital and physical ecommerce strategies will continue to play a major role in the success of corporate operations.

One big melting pot
Practical Ecommerce recently listed several ways in which companies can more progressively and effectively promote their commercial websites through other avenues and maintain this high level of consistency. Now, many of the more popular channels, mediums and platforms are already well-understood among many ecommerce businesses, but striking the right chord to actually turn these pursuits into profitable ventures is a bit more tricky.

According to the news provider, social media, organic search, email marketing and direct mail or print ads remain some of the more crucial activities for ecommerce businesses to embrace for effective cross-channel advertising and promotion. These types of pursuits are quite simply a demand of conducting operations on the Web, but are not the only ones that come with the power to improve brand image and visibility among all prospects.

The source argued that participating in major trade shows, gaining strategic partnerships with relevant firms and retargeting advertising efforts every so often can all help to improve the ecommerce website's stature in the eyes of prospects and current clientele. Finally, Practical Ecommerce noted that traditional branding ventures such as simple public relations and word of mouth should not be ruled out of the equation, as they can be highly effective today.

Tools to succeed
Ecommerce management solutions and optimal platform acquisition can quickly help to boost the efficiency and accuracy of strategic execution of plans, while companies will need to ensure that the websites themselves are ready for the traffic that marketing generates. For example, if an ecommerce business has a stellar marketing program, but has missed the mark on website design and functionality, bounce rates will likely be a very common and weighty issue in the long run.

By focusing efforts on establishing a strong brand image and objectives relevant to this cause, ecommerce companies will often be more likely to enjoy seamless integration of marketing programs, customer service activities and more. At the end of the day, this will also better position the company to act on changes and shifts in its target market's behaviors.