Global ecommerce sales topped a trillion dollars in 2012. But even with analysts predicting continued explosive growth for ecommerce sales, most websites are doing little to make it easy for consumers to buy.
Have you seen these commercials? Dove Real Beauty Campaign: Evolution The Axe Effect Commercial The Criticism From their research, Dove found that only 2 percent of women describe themselves as "be...
Riley Grant's insight:
This article is important because it highlights the importance of the communications mix. Unilever is the parent company to both brands, Axe and Dove. In my opinion this is a communications failure because Unilever is taking away from their message consistency and legitimacy by having two opposing campaigns.
"In a world where brands are constantly fighting for attention, many marketers are asking themselves a key question: What is the best way to impact purchase decision and brand loyalty? ... Take an unconventional approach – forget engagement, increase simplicity."
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