Today, when it comes to promotional and sales channels for your brand, it can be overwhelming to select a concise strategy that can optimise costs and give you the reach among your target audience. This dilemma is not limited to just online vs offline channels but also across various categories within the online world.
#1 ONLINE VS OFFLINE
ONLINE
OFFLINE
Analysis:
THE DIGITAL REVOLUTION
#2. DIGITAL IS NOT ABOUT TECH.
IT IS ABOUT THE CUSTOMER
IT IS ABOUT THE CUSTOMER
Adapting to the digital ecosystem should be only about the customer. If using digital tools is not adding any value to the customer, not making more convenient and useful, then, it is just another burden. Your digital strategies should make it easier for the customer to find you easily, resolve queries, enhance after sales and appreciate your brand values.
#3. WHETHER TO AMAZON OR NOT:
THE DILEMMA
THE DILEMMA
THEN WHAT’S THE ISSUE?
Most of these
aggregators collect important customer data, such as products they clicked and
liked, their tastes, preferences, location, etc. that is not shared with you.
The product is sometimes not perceived as your brand’s product but instead, perceived as that of the aggregator. Further most of these aggregators eventually launch their own label and they are in a position to leverage the data they collected using your products on the platform and launch new products at an optimised cost.
The product is sometimes not perceived as your brand’s product but instead, perceived as that of the aggregator. Further most of these aggregators eventually launch their own label and they are in a position to leverage the data they collected using your products on the platform and launch new products at an optimised cost.
WHAT’S THE SOLUTION?
Don’t put all
your products in one basket. Distribute your products across various platforms
including your own. Put only minimalistic designs with lower price range across
aggregator platforms while continue to focus on building your own brand outside
of these platforms. Your customers should know you because of your brand and
not because they were searching on some other brand.
Finally, be trendy,
creative, adaptive, and ethical. Collect as much information about your
customers. Leverage on data analytics. Remember, data is the new gold. Utilise
the data to experiment with your designs. Collaborate with influencers, share
behind the scenes of your manufacturing
process, these will help your customers appreciate the efforts behind the product they purchase.
Every brand has a different story to tell. Bring our story to life.