Marketing Smile
Online Advertising
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 »
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 »
“Virtual” discounts of famous brand
Dec 3rd
Online sales are a new opportunity for companies to monetize inventory without damage their personal image.
The strategy used by websites like BuyVip and Privalia is simple: they send a warning e-mail in advance to the potential buyer (consumer that has already subscribed himself to the website). They advise that the next day at a specific hour they will begin selling a set of proposals brands (very famous brands) at a discount, ranging from 30 to 70%, since these inventories may be part of a previous season. The short duration of offers, from a minimum of two to a maximum of five days, along with the discount benefit, play a decisive role stimulating emotional purchase and impulse: you can buy the object of desire just with a click of the mouse, and within ten days the merchandise you bought will come to your home. The product, in fact, is taken directly from the supplier (this also allows considerable savings for the client), conveyed in the stores of the website, packaged and then shipped by courier. Read the rest of this entry »