Tagged 'ecommerce'

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate

Ecommerce Marketing- First Impressions Matter

Posted by Matt Zajechowski on April 13th, 2015 at 2:21 pm

Within about 100 milliseconds of meeting someone new or encountering a new product for the first time, you’ve already formed a first impression- and a strong one at that, since first impressions often remain intact even when contradicted by factual information. With that in mind, it’s no wonder that ecommerce companies are starting to devote more time and attention to custom packaging. However, there’s more to custom packaging than just cleverly branded packaging in your company’s colors. Here’s how custom packaging can impact a buyer’s first impression, and what custom packaging entails besides branding.
When customers go online and purchase your product, they don’t have a real tactile experience with your product until it arrives in the mail. Your packaging, therefore, is the first impression many of your customers get of your company and its products. A shabby, sub-par package will disappoint your customers, even if the product inside is high-quality.
Consumers have come to appreciate and even expect high-quality custom packaging. Within the past five years, “unboxing” videos have become popular on YouTube. In these videos, buyers record themselves “unboxing” an item they have purchased or received, taking first impressions to another, more visible level. In fact, since 2010, the number... Read more

Excluding the Linchpin

Posted by Catherine Tabor on January 8th, 2015 at 9:13 am

I recently spoke at a forum in San Francisco in which the conversation was heavily focused on mobile payments and marketing.  Attendees included folks from digital media, social media, mobile advertising, mobile payment providers and technology providers, yet it struck me that with the diversity of attendees at the event, there was not one retailer present.
Misconception: The Physical Retailer is Obsolete
There are plenty of reasons why retail is still a valid business. To start, brands are still invested in the retailer, and despite the buzz about eCommerce and mCommerce, brick and mortar locations continue to drive the majority of retail sales.  Brands demonstrate their commitment to the retail channel by continuing to invest in steady and robust trade promotion budgets, and even online retailing veterans like Amazon have announced plans to open brick and mortar stores.  The retail business tends to follow customer preferences and consumers still prefer the in-store experience when making purchase decisions.
Because most transactions are completed in-store, retailers own the vital data that is critical to understanding consumer behavior and the impact of almost any marketing or merchandising initiative, including digital marketing.  As CPG and retail brands increase their digital and mobile advertising budgets, retailers can play... Read more

The New Definition of "E"commerce is "E"verywhere

Posted by Denise Zimmerman on June 27th, 2014 at 4:29 pm

Electronic commerce, commonly known as E-commerce or eCommerce, is trading in products or services conducted via computer networks such as the Internet. (From Wikipedia, the free encyclopedia). As we know, the environment today for business is no longer limited to in-store or online - it is Everywhere.
Perhaps then, as the industry, consumer behavior and indeed "the internet"has evolved we are better served if we re-define Ecommerce as Everywhere Commerce.
And maybe we just shorten it to Commerce. Commerce is the whole system of an economy that constitutes an environment for business. (From Wikipedia, the free encyclopedia) Whether you are Walmart.com, Valspar, Alex and Ani, Land's End, Kellogg or Wayfair - we are all Commerce Marketers.  It is about activating shopping and buying behavior to drive commerce - everywhere and anywhere.
The focus on Commerce Marketing, clears us to elevate our legacy practices, craft innovative collaborations and create productive means to engage with our customers and continue to grow our businesses.
The senior marketing leadership community at the recent iMedia Commerce Summit elevated and further activated this discussion. Refreshing, candid and insightful sharing of experiences and challenges cut through the clutter. Folks were actively forging new relationships and partnerships crossing... Read more