Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Five ways ecommerce sites can boost profits

Five ways ecommerce sites can boost profits | Integrated Brand Communications | Scoop.it

Profit margins determine whether businesses sink or swim and this is especially true in the hypercompetitive ecommerce industry.

So what can retailers do to improve profit margins?

There are a myriad of barriers that online retailers face and it can be difficult to respond adequately to them all.

 

The top five price related issues that they must address are: increased price competition, consumer price sensitivity, the need to protect the brand’s price image, increased price transparency, and improving return on inventory investment.

 

It may seem like a daunting task to address all of these issues, but a solid pricing strategy can do just that.

Russ Merz, Ph.D.'s insight:

A good #pricing strategy primer focusing on 5 factors that affect the profit margins of #online #retail brands.

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B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets Longer

B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets Longer | Integrated Brand Communications | Scoop.it

US B2B marketers are struggling to optimize their online marketing mix, with  many unable to segment and target the right decision-makers or measure program  success across the entire marketing funnel, according to the results of a survey  developed and fielded by Crain's BtoB magazine and business audience marketing  company Bizo.

 

Moreover, the sales cycle has lengthened for the plurality of B2B companies  (43%), increasing pressure on Marketing to boost brand awareness to help deliver  leads and effectively nurture them through a prolonged buying process, the study  found.

 

Read more: http://www.marketingprofs.com/charts/2013/10556/b2bs-struggling-with-online-marketing-mix-sales-cycle-gets-longer#ixzz2QdiIhGo8

Russ Merz, Ph.D.'s insight:

Some interesting stats about the state of B2B digital marketing and the brand challenges being faced.

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Where Marketing Ends, Branding Begins

Where Marketing Ends, Branding Begins | Integrated Brand Communications | Scoop.it

So you’ve got a business and you’re ready to push your branding efforts online. The first question you encounter is “How do I go about with branding?”

 

What I’ve noticed from my years of experience in online marketing is that you probably think branding involves the following:

 

● Logos, color schemes, and website design – What should my logo be? What colors represent my business best? How do I go about with my web design?
● Brand mentions, links, and social popularity – I have to be as visible online as possible, because this promotes brand recall
● SERPs visibility, ad campaigns, and other promotional efforts

 

If you answered any of the above, then you’re looking at branding the wrong way. The items I mentioned are all marketing tools and strategies, and they only scratch the surface of branding.

 

Russ Merz, Ph.D.'s insight:

A nice primer on the meaning of online #branding.

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:31 AM

Branding is not about designing logo,color or setting up a website, these are just marketing tools. @Ashleigh Ali

jackhalpin's curator insight, October 1, 2014 11:06 PM

The common misconceptions about the difference between marketing and branding 

Amol Singh's curator insight, October 2, 2014 11:00 PM

This article clears up misconceptions about branding

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Managing Online Reputation: What to Listen for, and Where

Managing Online Reputation: What to Listen for, and Where | Integrated Brand Communications | Scoop.it

The cost of managing an online crisis or reputation issue can seem limitless:  PR, advertising, loss of sales, lost productivity, distracted executives,  competitive maneuvers, additional customer service, litigation—all can burst  budgets.

 

Worse, bad news travels online at turbo-charged speeds: A negative tweet or  nasty video can end up on mainstream media within hours. Think Domino's pizza prank, Kenneth Cole's Cairo tweet, or Gap's logo redesign.

A 2011 global study on crisis preparedness by Burson-Marsteller & PSB  found that 79% of business executives expected a crisis within 12 months, about  59% had experienced a crisis in their current or previous company. Yet, although  81% said digital and social media increasingly influence reputation during a  crisis, half the companies polled still didn't have a crisis plan.

 

Companies know to factor in social media as a key—if not foundational—element  of a reputation monitoring strategy, but they fall short in having a systematic  approach:

What to listen forHow to structure crisis listeningHow to identify critical issues

Read more: http://www.marketingprofs.com/articles/2013/10518/managing-online-reputation-what-to-listen-for-and-where#ixzz2QAhzeeM6

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Jacki's curator insight, August 5, 2014 6:35 PM

Worth a read