Marketing Smile
E-commerce
On the other side of the fence: failure in digital marketing
Dec 4th
In this post I would like to share with you some of the thoughts I had last night.
I was thinking about the successful and unsuccessful marketing experiences online.
I personally believe that many many companies have misunderstood the meaning of digital marketing and they have overestimated this powerful tool. Read the rest of this entry »
The dirty secret of e-commerce world
Dec 3rd
The main problems strongly related with e-commerce are the falsification of web sites and issue concerning private treatment. These have become major risk factors especially for small businesses.
Many companies that have developed their own business through web site have experienced the threat of software piracy that contributes to a negative approach for consumers.
From the profits point of view hacking involves a substantial lost of revenue, for example the voluntarily shutting down of the site, due to the lost of valued customers and consequently missing of market share.
Companies have to react in a consistent way and the only solution possible seems to be an extensive overhaul of the site using different software or a full upgrade to the latest version of the security programs used. The impact of the hacking is considerable. Hackers can break into servers through Web applications and steal customer credit card information, or worse. Hackers stealing your customers’ credit card information is bad enough, but it is not the worst. Clever hackers could also take control of your Web site or servers and use them to sell illegal merchandise or mount attacks on other sites. Read the rest of this entry »
Advantages of “Virtual” discounts of famous brands
Dec 3rd
In my previous post I’ve introduced to you a brief description of websites like Privalia or BuyVip that deal with online sales of famous brands.
Here I just want to list the most important advantages that companies can obtain using this type of online sales:
1. It’s a strategy that allows quick and profitable monetization of stocks: the margins, in fact, are quite high, certainly higher than those achievable by other methods of management of stocks
2. Opportunity to reach a greater amount of consumers that don’t have the possibility to buy the specific product through the usual channels. In fact there are consumers that have difficulty in finding designer clothes or luxury brands or just find them at higher prices.
3. No overlap with the traditional distribution network, thanks to the very short duration of the campaign without damaging the image of the brand. Read the rest of this entry »