May 26

A ‘whole new playing field’ for B2B

With its plan to acquire Magento Commerce for $1.68 billion, digital media and marketing products company Adobe Systems Inc. is moving to reach a wider customer base of mid-size as well as larger companies with a fuller suite of technology that covers e-commerce. But if the deal closes as expected sometime in the third quarter, having a broader technology and services platform won’t by itself be enough win over more customers of all sizes, industry analysts say.

The key for success for Adobe and Magento is leveraging each company’s products and services—Adobe’s digital media and Magento’s e-commerce software—expertise into a unique technology suite, industry experts say.

Adobe, which focuses on large corporate clients, will gain entry into the mid-size company market that is Magento’s core customer base. And if it can successfully help Magento grow its technology and services, it will also expand its reach among smaller companies as well as large enterprises, analysts say.

“Magento gives Adobe entry into the mid-market and credibility in B2B e-commerce, and Adobe will bring Magento up-market to handle larger companies,” says Ray Wang, CEO of technology research and advisory firm Constellation Research.

“Adobe really needed to get into the commerce game to provide a full solution and compete with SAP, Oracle, IBM, and Salesforce,” adds Brian Beck, senior vice president, e-commerce and omnichannel, at web design and development firm Guidance. “Magento makes a great fit to complete the package, particularly given Magento’s recent and significant investments in B2B e-commerce capabilities. Adobe will continue to pull Magento up market.”

The most immediate impact of the Adobe-Magento deal, however, would likely be in the mid-sized company market. That e-commerce technology market has long been divided among a diverse group of niche vendors. But that gives Adobe and Magento an opportunity to step in with a more complete suite of e-commerce and marketing technology and services. Adobe will be able to introduce Magento’s e-commerce software to its broad channel of companies already familiar with its digital media and marketing products.

“That mid-market space has traditionally been quite fragmented, and acquiring customers has been like herding cats,” says Andy Hoar, CEO of consulting firm Paradigm B2B. “But with Adobe’s mid-market sales channel and Magento’s e-commerce technology, there will be a viable large-scale vendor in the mid-market B2B space. This creates a whole new playing field.”

Adobe and Magento complement each other well in the mid-market, he adds. While Magento provides Adobe an e-commerce solution, Adobe provides a strong network of  mid-market technology partners and sales reps that Magento has lacked, Hoar says.

The two companies will also better positioned to compete with technology providers that target smaller companies. With Adobe’s backing, Hoar says, Magento will be in a strong position to  better compete with other vendors down-market “in a meaningful and compelling way.”

Going forward, Adobe will also need to help Magento further develop cloud technology, Hoar says. Magento is still transitioning its software to the cloud, to let customers subscribe to it as needed under a software-as-a-service, or SaaS model, without having to run it on their own web servers. “Adobe and Magento will need to figure out how to fully ‘subscription-ize’ a Magento-led e-commerce solution,” he says.

In addition, Adobe needs to figure out how to expand on the Magento platform if it wants to enter the e-commerce technology market for the large enterprises that make up its core market. “Historically, much of Magento’s appeal has been to small businesses,” Hoar says, adding: “If Adobe wants to win in the large enterprise commerce space, it will need to ‘road-map’ and deliver that.”

Prior to the pending deal, for which Adobe says it will pay cash, the two companies already had customer synergy. Magento customers include manufacturers Canon Inc., Helly Hansen, Curt Group and Gabor Shoes. Adobe and Magento share joint customers including The Coca-Cola Co., Warner Music Group, Nestlé and Cathay Pacific, Adobe says.

Now the challenge will be to price turn-key cloud-based B2B marketing and e-commerce services in ways and packages that appeal to a wide array of businesses, Hoar says. Together one plus one could equal three if they execute well by marrying their products over time, integrating their partner networks.”

Magento offers a diverse suite of e-commerce tools and includes services such as pre-built extensions, including for payment, shipping, tax and logistics. The Magento platform is supported by a community of more than 300,000 developers. That diversity, coupled with Adobe’s digital media products and marketing services, gives the combined organization a better way to sell to specific e-commerce market segments, Beck says.

Magento has made some notable changes recently to its technology platform. At its annual Imagine conference last month, it launched technology features designed for B2B as well as retail e-commerce sites. Of particular interest to many Imagine attendees was Magento’s launch of its Progressive Web Applications Studio, a set of tools for building online stores with app-like interactivity.

While making the PWA Studio available now to site developers, Magento says it will also build it into Magento Commerce version 2.3, which will launch in late summer 2018 as an upgrade to the current version 2.2. Version 2.2 is the first version of Magento Commerce—formerly known as Magento Enterprise for larger companies—to include built-in features for B2B e-commerce, such as the ability to set multiple purchasing authorizations according to the roles of individual buyers.

The Adobe-Magento deal also has ramifications for other technology vendors, issuing in a new level of competition and sparking more consolidation, analysts say. “This will cause more consolidation in the e-commerce technology market,” Wang says.

Paul Demery contributed to this report.

Sign up for a complimentary subscription to B2BecNews, a newsletter published four times a week with coverage of technology and business trends in the growing B2B e-commerce industry. B2BecNews is owned by Vertical Web Media LLC, which also publishes DigitalCommerce360.com, Internet Retailer and Internet Health Management. Follow Mark Brohan on Twitter @markbrohan.

Follow us on LinkedIn and be the first to know when new B2BecNews content is published. 

 

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/a-whole-new-playing-field-for-b2b/

May 25

How Adobe and Magento can attract more customers

With its plan to acquire Magento Commerce for $1.68 billion, digital media and marketing products company Adobe Systems Inc. is moving to reach a wider customer base of mid-size as well as larger companies with a fuller suite of technology that covers e-commerce. But if the deal closes as expected sometime in the third quarter, having a broader technology and services platform won’t by itself be enough win over more customers of all sizes, industry analysts say.

The key for success for Adobe and Magento is leveraging each company’s products and services—Adobe’s digital media and Magento’s e-commerce software—expertise into a unique technology suite, industry experts say.

Adobe, which focuses on large corporate clients, will gain entry into the mid-size company market that is Magento’s core customer base. And if it can successfully help Magento grow its technology and services, it will also expand its reach among smaller companies as well as large enterprises, analysts say.

“Magento gives Adobe entry into the mid-market and credibility in B2B e-commerce, and Adobe will bring Magento up-market to handle larger companies,” says Ray Wang, CEO of technology research and advisory firm Constellation Research.

“Adobe really needed to get into the commerce game to provide a full solution and compete with SAP, Oracle, IBM, and Salesforce,” adds Brian Beck, senior vice president, e-commerce and omnichannel, at web design and development firm Guidance. “Magento makes a great fit to complete the package, particularly given Magento’s recent and significant investments in B2B e-commerce capabilities. Adobe will continue to pull Magento up market.”

The most immediate impact of the Adobe-Magento deal, however, would likely be in the mid-sized company market. That e-commerce technology market has long been divided among a diverse group of niche vendors. But that gives Adobe and Magento an opportunity to step in with a more complete suite of e-commerce and marketing technology and services. Adobe will be able to introduce Magento’s e-commerce software to its broad channel of companies already familiar with its digital media and marketing products.

“That mid-market space has traditionally been quite fragmented, and acquiring customers has been like herding cats,” says Andy Hoar, CEO of consulting firm Paradigm B2B. “But with Adobe’s mid-market sales channel and Magento’s e-commerce technology, there will be a viable large-scale vendor in the mid-market B2B space. This creates a whole new playing field.”

Adobe and Magento complement each other well in the mid-market, he adds. While Magento provides Adobe an e-commerce solution, Adobe provides a strong network of  mid-market technology partners and sales reps that Magento has lacked, Hoar says.

The two companies will also better positioned to compete with technology providers that target smaller companies. With Adobe’s backing, Hoar says, Magento will be in a strong position to  better compete with other vendors down-market “in a meaningful and compelling way.”

Going forward, Adobe will also need to help Magento further develop cloud technology, Hoar says. Magento is still transitioning its software to the cloud, to let customers subscribe to it as needed under a software-as-a-service, or SaaS model, without having to run it on their own web servers. “Adobe and Magento will need to figure out how to fully ‘subscription-ize’ a Magento-led e-commerce solution,” he says.

In addition, Adobe needs to figure out how to expand on the Magento platform if it wants to enter the e-commerce technology market for the large enterprises that make up its core market. “Historically, much of Magento’s appeal has been to small businesses,” Hoar says, adding: “If Adobe wants to win in the large enterprise commerce space, it will need to ‘road-map’ and deliver that.”

Prior to the pending deal, for which Adobe says it will pay cash, the two companies already had customer synergy. Magento customers include manufacturers Canon Inc., Helly Hansen, Curt Group and Gabor Shoes. Adobe and Magento share joint customers including The Coca-Cola Co., Warner Music Group, Nestlé and Cathay Pacific, Adobe says.

Now the challenge will be to price turn-key cloud-based B2B marketing and e-commerce services in ways and packages that appeal to a wide array of businesses, Hoar says. Together one plus one could equal three if they execute well by marrying their products over time, integrating their partner networks.”

Magento offers a diverse suite of e-commerce tools and includes services such as pre-built extensions, including for payment, shipping, tax and logistics. The Magento platform is supported by a community of more than 300,000 developers. That diversity, coupled with Adobe’s digital media products and marketing services, gives the combined organization a better way to sell to specific e-commerce market segments, Beck says.

Magento has made some notable changes recently to its technology platform. At its annual Imagine conference last month, it launched technology features designed for B2B as well as retail e-commerce sites. Of particular interest to many Imagine attendees was Magento’s launch of its Progressive Web Applications Studio, a set of tools for building online stores with app-like interactivity.

While making the PWA Studio available now to site developers, Magento says it will also build it into Magento Commerce version 2.3, which will launch in late summer 2018 as an upgrade to the current version 2.2. Version 2.2 is the first version of Magento Commerce—formerly known as Magento Enterprise for larger companies—to include built-in features for B2B e-commerce, such as the ability to set multiple purchasing authorizations according to the roles of individual buyers.

The Adobe-Magento deal also has ramifications for other technology vendors, issuing in a new level of competition and sparking more consolidation, analysts say. “This will cause more consolidation in the e-commerce technology market,” Wang says.

Sign up for a complimentary subscription to B2BecNews, a newsletter published four times a week with coverage of technology and business trends in the growing B2B e-commerce industry. B2BecNews is owned by Vertical Web Media LLC, which also publishes DigitalCommerce360.com, Internet Retailer and Internet Health Management. Follow Mark Brohan on Twitter @markbrohan.

Follow us on LinkedIn and be the first to know when new B2BecNews content is published. 

 

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/how-adobe-and-magento-can-attract-more-customers/

May 24

4 Ways Digital Marketing Is Influencing User Choice & Customer Acquisition


You’re reading Entrepreneur India, an international franchise of Entrepreneur Media.

The 21st century has witnessed the greatest revolution: The Internet. As the world changes steadily, so does the market. So how do MNCs, startups and other companies realign their marketing strategy to their own benefit?

Civilized society has always been driven by curiosity and progress. As we progressed, we had a few defining moments, which accelerated our historical timeline and the product is the current age, our time, our present. We catapulted our own growth and pushed us far beyond the ordinary. Although each invention or discovery has a very important contribution, none has been so globally inclusive like the Internet. The interconnected web has transcended its importance and now controls our life, our thoughts and our opinions.

When internet was conceived, it was primarily used for communication. The electronic mail took telephones and fax machines head on, beating them in terms of efficiency, cost-effectiveness and reduced time consumption. However, we are the manipulators of our own inventions. Soon the world realized that this technology can be scaled and used in businesses, marketing advertising among other ventures. The circle of demands and supply did the rest. The world hasn’t been the same since the late 90s and won’t be the same ever again.

Facebook Walls Are The New Billboards! Gone are the days of spending a significant amount of cash on creating the perfect ad and product pitch. With the advent of digital and social media marketing, you can increase your sales value easily. Both the corporate giants and the SMEs have a level playing ground when it comes to product promotion and sales; all that matters is the product (service) efficiency and quality. These days, the consumer choice is influenced by creative advertisements marketed towards a target audience thus making it much more successful than traditional adverts.

Without further ado, let’s get down to the brass tacks of digital marketing:

  1. Analytics And The Market: Numbers Don’t Lie
    The purest language is mathematics, it never lies if you speak it correctly. Analytics is the key to understanding and conceptualizing business practices. Understanding what customers browse (order or view), site hits and customer density helps companies decide the target audience based and marketing strategies which revolve around time, geographical location, price range etc. These data points are important in targeting acquisitions and help companies understand the best time or site to target their digital marketing efforts on.

    Market dynamics have changed forever. With the explosion of smartphone industry, especially in emerging countries like India, the customer base has increased and expanded ten folds. Digital or cashless payments have seen an unprecedented rise after the Demonetization and Digital India initiatives. The Indian market has been the best place to experiment analytics and market trends by big companies and startups alike. It has the population to analyze and the economic difference to experiment with market trends. Indian startups and MNCs have welcomed this new-age smartphone proliferation, which has increased the slow but steady growth of online transactions.

    Recently, GrabOn, a coupons and deals marketplace based out of India, created a real time infographic that indicates key data points and information in fun, bite-sized format. The study was conducted to understand the market better and figure out the growth of smartphones industry in the country. From cashless payments to online shopping, the display shows everything in real time. According to the infographic, in just one hour 17 million google searches happen in India, while 38 million photos are shared on WhatsApp and 228311 transactions done on Paytm. At the same time, 9729 orders are placed on Amazon, 62,500 bookings happen on Ola and 5833 food orders are delivered by Swiggy. It sheds a lot of information on the Indian market mentality and how Indian companies use this information to their advantage.
     

  2. Social Media – The Great Equalizer
    Social media has undoubtedly played a huge factor in digital marketing. The companies realized that products only sell when people talk about them. Facebook not only changed the social interaction scene but also ushered in the next generation of marketing ploys. Companies now connect to their customer base through social media platforms using it as both a catalogue and a medium to interact better. Organizations pickup on viral trends and use it to attract customers to buy more. Creative content is the go to when it comes to communicating with the target audience, mostly youngsters who spend a majority of their time on the social media. Social media has been the biggest game changer in terms of building and growing a loyal subscriber base. Not just this, companies like Facebook curate advertisements and suggestions based on user searches as well. Digital marketing is the new ‘pay to play’. You pay for your content to be advertised and reach out to a wider audience. This is same for both big and small players (although it helps if you have more spending capacity).
     

  3. Big Data Helps Understand The Audience Better
    Most companies, irrespective of their size (startups or established) agree that knowing the customer is the key to selling products better. But how exactly do they accomplish it? The answer is Big Data! Companies analyze customer behavior needs like trends of shopping by studying the data. This in turn fuels the marketing strategy. Users are constantly connected to the digital world through their phones and mobile devices. The data consumed each second is recorded and analyzed to better target the audience. Big data is one of the newest tool that the companies use these days to maximize their understanding of the customer base. Companies use this data to suggest the user relevant product and effectively influence their choices. What started off as a tool to understand the user needs better has been transformed into a tool to test the market. McKinsey recently interviewed six top officials of major companies- Murli Buluswar, Chief Science Officer at AIG; Vince Campisi, Senior Vice President Chief Digital Officer for United Technologies Corp; Ash Gupta, Chief Risk Officer at American Express; Zoher Karu, Vice President of Global Customer Optimization and data at eBay; Victor Nilson, Senior Vice President of big data at ATT; and Ruben Sigala, Chief Analytics Officer at Caesars Entertainment. All of them agreed that the use of Big Data is pivotal in impacting user choice. Even smaller startups are using this trend to increase and maximize their output.

  4. SEO: Better Rankings, More Traffic Greater Sales
    With the help of Google (and other search engines), customers rely on their own research to come to well-informed decisions about products. SEO Analytics has emerged from a nobody to one of the most market-effective tool to determine search optimization. It is more important to understand what the user searches and relay back information based on what they search. Companies do not rely just on keyword stuffing and link spamming anymore. They rely on closely observed data of customer searches and modifications. SEO will be there for years to come and will always be dynamic, as the customer base is dynamic. As digital marketing progresses, so does our understanding of better SEO techniques and tools.

It is understandable that change is the only constant. Technology has created huge differences in how businesses approach and use trends and information to their own leverage. This not only leads to better business transactions but also increases the competition and ensures a steady flow of market variable (read: money). The trends of digital marketing will keep on changing and improving but it is a no-brainer that the new era has ushered modern world where marketing is much more optimized, refined and calculative. The startups know it, the MNCs know it and you should too if you want to stay in this game. Be here or be left out.

 

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/4-ways-digital-marketing-is-influencing-user-choice-customer-acquisition/

May 23

Want to start a business? These siblings made it happen

The idea of going into the family business is nothing new: Kids inherit a company from their parents and, hopefully, keep it running for the next generation. But that’s not the only way to work with members of your clan.

After years of working independently, these sibling entrepreneurs teamed up with the person who knows them best…especially when it comes to pushing their buttons. Here’s how they’ve survived—and thrived—in business together.

The competitive techies

Jordan, 32, and Joel Brannon, 33, co-founders of marketing agency Coalition Technologies, an SEO and web design company

Back in 2009, marketing consultant Joel Brannon called up his brother Jordan and asked him to quit his job, so they could go into business together.

“While there are advantages in working for others, there’s always a ceiling,” Joel says about why he wanted to strike out on his own. “I also realized that even if you’re as capable as you think, there are physical limits on what you can do as an individual. I needed someone I could trust and who would challenge me—Jordan was a natural fit.”

Still, the move was a leap of faith, given the brothers’ opposite personalities and competitive nature. “Sibling communication isn’t usually productive for a fast-growing company. Lots of opinions, stress and a lack of ‘normal’ hierarchy created challenges,” Jordan says. “Yet there is an enormous amount of transparency when you work with siblings that you don’t always have when working with other people.”

To add to the growing pains, for the first year, the brothers ran the business out of their shared apartment, initially rolling away their beds each day and hauling out desks at 7 a.m. And there were, admittedly, many arguments as the brothers adapted to their new relationship as partners. But over time, Jordan says that they realized the other was often right—and had valuable skills needed to grow a business. “That gave us a dose of humility that growing up and competing as brothers failed to provide,” he says.

Nine years later, they have an international team with 120 employees and are on pace toward revenue between $5 and $10 million. (They’ve also long since moved out of a shared apartment and into larger homes.) ”Being in business has made us better brothers,” Jordan says. “We both have a lot more respect for the other’s input and are adept at finding ways to complement one another’s strengths and weaknesses with our own.”

The best friends and beauty junkies

Jenny, 28, and Joyce Tse, 30, co-founders of Velvette Organics

A three-month backpacking trip through Southeast Asia in 2016 turned into entrepreneurial inspiration for sisters Joyce, an engineer, and Jenny Tse, an accountant.

“We were struggling to decide which skin care products to fit into our small backpacks,” Joyce says. “We made the last-minute decision to only bring an oil blend with a few of our favorite plant oils, which functioned as a cleanser, makeup remover, beauty serum and facial, body and hair moisturizer. We were amazed that our skin actually improved throughout the trip.” With that, Velvette Organics, a plant-oil-based beauty product line, was born.

On the surface, the sisters, best friends and roommates are the perfect professional pair: Joyce tackled the business’s technical projects, while Jenny handed the finances. But they faced an unexpected challenge: staying focused. “The line between work and play is blurry,” Joyce says. “A drive to visit one of our retailers might turn into a fun night of going out. Sometimes we get carried away and don’t get enough done.”

When their first product—a hair oil—didn’t sell well, they had to buckle down and devise a better plan. The result: a new line of six facial oils, a body oil and hair oil, all in smaller sizes. This time, their line went from being sold in two stores to 11. Compared with their first six months in business, their revenue shot up 650 percent—and they’ve seen a 920 percent increase in sales. For now, the sisters continue working their day jobs, and devote evenings and weekends to their joint venture—but say focusing their efforts on the company full time is on the horizon.

“It’s a lot of hard work, but it’s all been worth it,” Jenny says. “Knowing we’re both working toward our dreams with someone we trust 100% feels good. I’m excited to see more of what we can create together.”

The family guys

Brad and Matt Ruttenberg, both 37, co-founders of Ruttenberg Company and Money Twins

After working in finance, separately, for 13 years, twins Brad and Matt Ruttenberg turned their casual discussions about going into business together into a reality. “After my youngest son was born, I had more of a kick to do something that really mattered to me. I wanted to love what I do,” Brad says. “I trusted Matt and I would make it work, no matter what.

So in July 2017, the pair started Ruttenberg Company, a Florida financial planning firm that focuses on guiding young families in their money matters. Their goal wasn’t just to help other families with their finances, however. Starting a company was also a way to find better work-life balance in their own lives, too.

This move, of course, was risky—they each had stable jobs—and the beginning was rocky. Brad is more of an analytical, process-driven worker, while Matt is the big-picture guy. Learning to work together, Matt says, was the biggest hurdle to overcome.

“We had to meet halfway,” Brad says. “It was like learning an entirely new side of my twin brother. I don’t think there was any specific moment that it just ‘clicked.’ It was more just trial and error. [But nearly a year later], we’ve found a great balance. The best part is how we can just be ourselves and shape our companies to match our personalities, our strengths.”

The twins are currently on pace to hit six figures in revenue for 2018, their first full calendar year in business. They’re also launching a second company, The Money Twins, to further help people take control of their finances.

And yet, despite their early business successes, they say the biggest payoff has nothing to do with finances: “I went from being away from my wife and kids for 11 hours a day, to working largely from home, spending most lunches with them and having our family gym session every morning,” Brad says. “Being able to spend this much time with my kids, all while building two companies with my brother, is an absolute dream come true.”

Read the original article on Grow.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/want-to-start-a-business-these-siblings-made-it-happen/

May 22

Shopper Marketing Undergoes A Digital Evolution

Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops.

Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads, according to the US Grocer Site Monetization report released this month by Gartner’s L2 market research group.

Some of this activity is driven by availability, as retailers like Walmart, Target and Kroger’s have launched programmatic ad platforms so brands carried by the stores can target known shoppers as well as drive and attribute in-store sales.

And it’s working. Kellogg’s is investing more of its shopper marketing in retailer-owned ad platforms, programmatic and social media, said Gail Horwood, senior VP of global marketing.

Retail ad platforms have an especially strong shopper marketing pitch because brands typically assign shopper marketers to a specific retailer, said Nishat Mehta, president of media at the retail advertising and data consultancy IRI.

A brand shopper marketer assigned to, say, Kroger or Target could spend on that respective retailer’s platform and feel confident the target audience will end up shopping at that chain and not with some other grocer where he or she doesn’t get credit.

The men’s grooming company Harry’s started exclusively as a direct-to-consumer ecommerce business, but its store distribution deal with Target “reshaped our marketing program,” a brand manager told AdExchanger last year, because it was more cost-effective to drive foot traffic to stores than get online users through an expensive customer acquisition funnel.

Amazon’s power

Retail ad platforms don’t have the targeting or breadth of audiences needed for branding or national marketing campaigns.

The CPG brand Del Monte distinguishes its national programmatic media campaigns from campaigns on retailer ad platforms, said Jen Reiner, senior director of omnichannel marketing and ecommerce.

Walmart and Target have comparable targeting and analytics to commercial DSPs, she said, but retailers don’t allow their online audiences to be tagged and measured like open programmatic campaigns. Del Monte’s national marketing team, for instance, couldn’t include retail platform audiences in frequency-capping efforts.

With more transparency or data reciprocity, “I could see brand teams willing to invest more in retailer networks,” Reiner said.

The exception is Amazon, the runaway leader in online shopper marketing as omnichannel brands start to think of ecommerce sellers as just another shelf. Many companies now pay Amazon an additional premium to operate branded storefronts on its site, a classic shopper marketing tactic applied online.

A Clorox brand manager told AdExchanger last year the company was investing heavily with Amazon because it’s the only place on the US internet “where someone scrolling through a product feed might actually see a product, click and then be a subscriber.”

Amazon’s sales data is also stronger than legacy retailers’, since its nearly 100% signed-in audience exposes credit or debit card data on every sale while retailers rely on loyalty program shoppers and an ecosystem of aggregated data to attribute sales.

The ecosystem of transaction and loyalty card data can be unreliable, Horwood said, because “there are significant fragmentation and availability issues within data sources.”

Del Monte faces the same fragmentation, with its store attribution data assembled through retailer deals to measure ad platform performance, Oracle Data Cloud, IRI, Nielsen data services like Nielsen Catalina Solutions and modeled data to fill in the picture for retailers without loyalty programs, Reiner said.

App-ily ever after

Other app-based ecommerce players with targetable data are getting in on the action too.

The cash-back app Ibotta, for example, licenses its store transactions and foot traffic data to CPG brands to run programmatic campaign attribution.

Brands have partnered with retailers on addressable coupon circulars for decades, so digital coupons and deal-based shopping services are a natural transition for Kellogg’s shopper budgets, Horwood said.

Shopper marketing “is actually a highly experimental category right now,” said Pehr Luedtke, senior VP of Valassis Digital. Many brands are testing chat bots to drive affiliate commerce from social media, mobile apps and SMS texts, he said, which is often a shopper marketing initiative.

Shopping rewards and cashback apps like Shopkick or RetailMeNot, a sister company to Valassis, are among the handful of apps people open in stores, Luedtke said, enabling location-based targeting and getting closer to that last-mile shopper marketing sweet spot.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/shopper-marketing-undergoes-a-digital-evolution/

May 21

9 Advantages of Online Marketing

In the digitization era, marketing is incomplete without online marketing.

Small businesses and startups often struggle with having an excellent online presence for their business as compared to the huge corporations. Online marketing could be your answer to make your business or new ideas successful.

Having a business website in today’s digital competitive world is a must. However, having an online presence does not simply mean that you need to have a business website. There is more to it, all the requisites need to be fulfilled like online branding techniques and creative brand strategies for online marketing campaigns.   

Readers often consider marketing and online marketing as a single concept. However, the two are different from each other. Marketing is simply broadcasting information about anything offline, be it a product or a business. On the other hand, online marketing is broadcasting the same via an online medium. This also entails social media marketing, email marketing and much more.

Here are some benefits of online marketing:

Promoting your Business 24/7

One of the many advantages of online marketing is that you can market your business all the time. Online marketing has the advantage of selling and pitching your business or business products/services without any time restrictions or geographical barriers. With users/consumers increasingly turning to the Internet for their buying products and availing services online marketing is the need of the hour.

Regardless of what your business is oriented with, online marketing is worth implying.

Growth Opportunities

A business with an established online presence enjoys the perks and benefits of being online, such as building a brand identity, gaining popularity and an audience that follows you. Unlike traditional marketing methods where opportunities lesser, online marketing has tremendous opportunities for growth. From your content going viral to establishing yourself as a credible source of information and knowledge, the opportunities to having an online presence are numerous.

Reaching out to Your Audience

It becomes easy to reach out to a wide audience. When you send out a message, you send out a message to the audience that is already following you, along with people who are searching for content you post. It is important to keep in mind keyword research and hashtags while marketing online.

In traditional marketing methods, a business cannot reach audiences located miles away. However, in digital marketing, reaching out to a customer who is practically miles away is not at all a challenge.

Analyzing and Evaluating Every Action

Unlike traditional marketing where businesses have to wait for days to analyze and evaluate their best performing marketing techniques and campaigns, online marketing makes it possible to evaluate every business action taken instantly. This is possible because as and when people start to engage with your campaign, you are able to track insights. These include your reach, traffic to website, likes, shares, etc. Running campaigns on Twitter and Facebook can give you insights and analytics from within these applications itself!

Better ROI

When it comes to profit, businesses are keen to know and adapt every technique that helps them grow their business. This is possible by having an excellent online presence. It is as simple as getting maximum output from a minimum investment.

Driving Business Growth

Online marketing is a great platform for all types of businesses. Even a small business which has just initiated online marketing can succeed by wisely planning online marketing strategies for their brand.

Better Conversion

Online marketing paves the way for better conversion rates. Getting leads for your online business is easier than traditional offline marketing. Highlight the pain points of your target audience and you will become your customer’s favorite. Reaching out to your targeted audience is much easier. It helps you generate more leads and improve your conversion rates with ease. The best part? All of this can be tracked using online insight, evaluation and tracking tools!

Learning Opportunity

Online marketing enables a business, whether a startup or a small business, to stay in the competition. No doubt the journey to be as successful as huge corporations will be difficult. But the opportunity it provides will be huge. For a startup owner, this is an opportunity to experience/explore from the large corporations and make your startup succeed.

Building a Network with Industry Leaders

Besides reaching out to targeted audience, having an online presence makes the business owner build a fruitful network with expert, established industry leaders. This creates an opportunity for the business owners who have stepped into the world of digital marketing to learn more about the industry and form collaborations in the future.

Businesses are trying every possible opportunity to master their online marketing skills. Does your business have an online presence? If not, do you think about the opportunities you have missed out on?

It’s time to kickstart your online presence for your business, especially for small businesses and startups that have huge benefits of online marketing for small businesses.

Reach out to us for a free audit of your business website!    

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/9-advantages-of-online-marketing/

May 20

Internet of Things (IoT) Healthcare Market Outlook 2022: Market Trends, Segmentation, Market Growth and Competitive …

Internet of Things (IoT) Healthcare Market Research Report covers the market landscape and its growth prospects over the coming years and discussion of the key vendors effective in this market. It also covers the present scenario and the growth prospects of the Internet of Things (IoT) Healthcare Industry for 2017-2022. Internet of Things (IoT) Healthcare Market, has been prepared based on an in-depth market analysis with inputs from industry experts.
To calculate the market size, the report considers the revenue generated from the sales of Internet of Things (IoT) Healthcare globally.
Get Sample PDF of Internet of Things (IoT) Healthcare Market report at 
https://www.marketreportworld.com/enquiry/request-sample/10796747

The Report Comprises of Various Company Profiles of Fundamental Market Players of Internet of Things (IoT) Healthcare Market

With thorough market segment in terms of different Countries, this report divides the market into a few key countries, with sales (consumption), revenue, market share, and growth rate of the market in these countries over the forecast period 2017-2022.

For Any Query or Customised Report, Contact Our Expert at: https://www.marketreportsworld.com/enquiry/pre-order-enquiry/10796747 

 The Internet of Things (IoT) Healthcare Market to grow at a substantial Compound Annual Growth Rate during the forecast period 2017-2022.

 Geographical Segmentation of Internet of Things (IoT) Healthcare Market:

  • North America
  • Europe
  • Asia-Pacific (APAC)
  • Middle East and Africa
  • Rest of World (ROW)

 The Report highlights key market dynamics of sector. Various definitions and classification of the industry, applications of the industry and chain structure are given. The current market scenario and future prospects of the sector also have been studied. Additionally, prime strategical activities in the market, which includes product developments, mergers and acquisitions, partnerships, etc., are discussed.

The research report offers answers to several important questions related to the growth of the Internet of Things (IoT) Healthcare market. Finally, the feasibility of new investment projects is assessed, and overall research conclusions are offered. In a word, the report provides major statistics on the state of the industry and is a valuable source of guidance and direction for companies and individuals interested in the market. 

Ask for Sample of Internet of Things (IoT) Healthcare market research report at: https://www.marketreportsworld.com/enquiry/request-sample/10796747

Major Table of Contents of Mentioned in the Report 2017-2022

  • Internet of Things (IoT) Healthcare Market Overview (2017 – 2022)
    • Product Overview and Scope
    • Market Segment by Type
    • Production Market Share
    • Internet of Things (IoT) Healthcare Consumption Market Share by Application
    • Market Size (Value) and Applications
    • Internet of Things (IoT) Healthcare Status and Outlook
    • Government Policies
  • Internet of Things (IoT) Healthcare Market Competition by Manufacturers (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market by Capacity, Production and Share by Manufacturers
    • Revenue and Share by Manufacturers
    • Average Price by Manufacturers By Market
    • Manufacturers Manufacturing Base Distribution, Sales Area, Product Type
    • Market Competitive Situation and Trends
    • Market Concentration Rate
    • Internet of Things (IoT) Healthcare Market Share of Top 3 and Top 5 Manufacturers
  • Internet of Things (IoT) Healthcare Market Manufacturers Profiles/Analysis (2017 – 2022)
    • Company Name
    • Company Basic Information, Manufacturing Base, Sales Area and Its Competitors
    • Internet of Things (IoT) Healthcare Market by Product Type, Application and Specification
    • Company A Internet of Things (IoT) Healthcare Capacity, Production, Revenue, Price and Gross Margin
    • Main Business/Business Overview
  • Internet of Things (IoT) Healthcare Market Capacity, Production, Revenue, Consumption, Export and Import (2017 – 2022)
    • Market Capacity, Production and Growth
    • Revenue and Growth of Market
    • Production, Consumption, Export and Import
  • Internet of Things (IoT) Healthcare Market Production, Revenue (Value), Price Trend by Type (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market by Production and Market Share by Type
    • Revenue and Market Share by Type
    • Price by Type
    • Production Growth by Type
  • Internet of Things (IoT) Healthcare Market Analysis by Application (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market Consumption and Market Share by Application
    • Consumption Growth Rate by Application
    • Market Drivers and Opportunities
    • Potential Application
    • Emerging Markets/Countries
  • Internet of Things (IoT) Healthcare Market Analysis by Regions (Provinces) (2017 – 2022)
    • Production Market, Production Value and Price by Regions (Provinces)
    • Production and Market Share by Regions (Provinces)
    • Production Value and Market Share by Regions (Provinces)
    • Sales Price by Regions (Provinces)
    • Consumption by Regions (Provinces)
    • Production, Consumption, Export and Import
  • Internet of Things (IoT) Healthcare Market Manufacturing Cost Analysis (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market by Key Raw Materials Analysis
    • Key Raw Materials
    • Price Trend of Key Raw Materials
    • Key Suppliers of Raw Materials
    • Market Concentration Rate of Raw Materials
    • Proportion of Manufacturing Cost Structure
    • Raw Materials
    • Labour Cost
    • Manufacturing Expenses
    • Manufacturing Process Analysis of Internet of Things (IoT) Healthcare
  • Industrial Chain, Sourcing Strategy and Downstream Buyers (2017 – 2022)
    • Industrial Chain Analysis
    • Upstream Raw Materials Sourcing
    • Raw Materials Sources of Internet of Things (IoT) Healthcare Market by Major Manufacturers
    • Downstream Buyers
  • Marketing Strategy Analysis, Distributors/Traders (2017 – 2022)
    • Internet of Things (IoT) Healthcare Marketing Channel
    • Direct Marketing
    • Indirect Marketing
    • Marketing Channel Development Trend
    • Market Positioning
    • Pricing Strategy
    • Brand Strategy
    • Target Client
    • Distributors/Traders List
  • Market Effect Factors Analysis (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market by Technology Progress/Risk
    • Substitutes Threat
    • Technology Progress in Related Industry
    • Consumer Needs/Customer Preference Change
    • Economic/Political Environmental Change
  • Internet of Things (IoT) Healthcare Market Forecast (2017 – 2022)
    • Internet of Things (IoT) Healthcare Market by Capacity, Production, Revenue Forecast
    • Production, Import, Export and Consumption Forecast
    • Production Forecast by Type and Price Forecast
    • Consumption Forecast by Application
    • Internet of Things (IoT) Healthcare Market Production, Consumption, Import and Export Forecast by Regions (Provinces)
    • Production Forecast by Regions (Provinces)
    • Consumption Forecast by Regions (Provinces)
    • Production, Consumption, Import and Export Forecast by Regions (Provinces)

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May 19

How These SoloPreneurs are Creating Unique Brand Identities


You’re reading Entrepreneur India, an international franchise of Entrepreneur Media.

The advent of technologies has facilitated the proliferation of solo-businesses all over the world and India too is fast catching up. With cloud computing and mobile devices enabling access business information over the internet from anywhere and everywhere solopreneurships are all the rage now. Many of these businesses are without a physical space and exist as virtual ventures.

Entrepreneur India got in touch with some of the feisty solopreneurs who are getting their names heard and making their products and services stand above.

Making Food Medicine

With an extensive research in the field of biotechnology, he started representing India in many biotech events like BioKorea in South Korea and Bioconclave in London where he used to represent India biotech industry. His passion in Medical Nutrition always drove him and today Karan Kakkad is the founder and CEO of H-Spree which is backed by an extensive research in the field of nutrigenomics.

“I believe that lifestyle diseases are predominantly dietary and lifestyle driven and treating the root cause is the key to reverse lifestyle disease. By addressing the underlying causes of the ailment and not suppressing the symptom of the disease, I aspire to reverse the lifestyle diseases which have now become an epidemic of our times,” shared Kakkad.

He helps people reverse their lifestyle diseases by eating right food. The best part about his journey has been the impact that it has on people’s life. “Our journey has been very exciting as what we do is opposite of conventional belief that lifestyle diseases cannot be reversed,” asserted the young health enthusiast.

From his first client which he got as a reference from his CTO, Kakkad has grown rapidly and organically with 99% of clients coming through reference. “Two key elements make our venture unique. First, we reverse lifestyle diseases rather than just managing it and secondly, our complete treatment is food based. There are no supplements, no medicines but only food. We believe that Food is our Medicine,” he concluded.

Vouching For Personalized Than Mass Produced

After having worked in the plywood industry for 6 years, Saikat Saha, founder, Woodgeek Store, felt like starting something new. He was driven by the idea that there’s nothing more fulfilling than conceptualizing an idea, making the product out of wood and introducing it to our customers.

He started in October 2015 with the launch of bamboo journals and pens. In the two and a half years since, he has introduced wooden bow ties, carved wooden posters, wooden name plates, engraved wooden signs, wooden sunglasses and spectacles, wooden phone cases.

“Three months before Saha launched his e-commerce website, he started building an email list by previewing his bamboo notebooks on Facebook, Instagram and Twitter. By the time he launched, he had over 3000 subscribers on his list.

“Initially, we focused on social media marketing. But in order to keep growing, we ran paid digital marketing campaigns on Facebook and Google. Content marketing and driving organic online traffic by writing blogs, have been very effective. Though we reached out to influencers to review our products, we had mixed success with it, hence won’t count it as a big part of our digital marketing strategy,” notified the young-preneur.

Saha started shipping internationally from March 2017 and since then exports have accounted for 25% of his sales. “Our bamboo notebooks, wooden sunglasses and wooden posters are very popular as corporate gifts. Linkedin, Raymond, Bain Co, GLSEN, Adidas Furlenco are some of our B2B clients,” shared the maker of cool things out of wood.

“I vouch for personalized rather than the mass produced. Our focus on customization ensures every customer can get products made for them through our high quality in-house production process. Focus on product design, our flexibility and skill in personalizing wooden products and a strong team to execute our vision, have remained the key to success,” opined Saha who believes working in plywood manufacturing for years has helped him understand manufacturing and the versatility of timber as a raw material.

Taking Calculated Risk

Aishwarya Biswas conceptualised and created Auli Lifestyle to follow her passion for wellness essentials. Biswas always wanted to start something that she could call her own and had money saved from her nine years in corporate. A first generation entrepreneur, she took a calculated risk and is now happy she did so.

“Another major reason I started with my own savings was that I didn’t want to be responsible for another person’s money,” shared Biswas who admits that the amount of time and patience one has to put into in solo-preneurships, is nerve racking.

“However, the satisfaction you feel at small achievements is completely worth it. I have made thousands of new customers who blindly trust my brand which in itself is the best part about the journey so far. I derive pleasure in making the customers feel special. We have started breaking even within nine months and have added three people to the team. We are looking at going international soon,” she informed.

Friends, family and ex colleagues were her first clients with whom she pitched three products, which they bought at face value. “They knew I would not endorse something that wasn’t worth the price or quality, even if it was my own brand. From there, word of mouth and strategic marketing brought us where we are today,” enthused the young-preneur, who feels if the product is of the perceived quality and provides results as per people’s expectations, they will talk about it. Biswas now caters to more than 7500 happy users acquired through word of mouth and exhibitions and events she participated to.

Making Deep Domain Insight Count

While in her earlier stints as an entrepreneur, Kanupriya Sinha, founder, Profilers Inc, had started and managed an US mortgages based BPO and also a fine-dine restaurant at DLF Cyber Hub. After her two kids; she was nominated to the Goldman Sachs-ISB Entrepreneurship Program and later chanced upon Personal Branding as a nascent field to pursue.

“While in my consultations with many clients; I realised that professionals were more engrossed in their day to day job and not paying attention to the presentation of their career as a whole,” shared Sinha, who now advises and consults senior professionals across industry streams for career growth.

While consulting on admissions to leadership programs at Harvard, ISB et al, and conducting sessions for budding leaders at premier B-schools like IIM; Sinha has now pivoted to provide communication solutions to corporate clients. 

As a smart move she decided to partner with recruitment firms to leapfrog her consultation services and her first client was introduced by them. Since, then she has walked a long way today.

“While we have a dynamic online presence, nothing beats the power of word of mouth and it is our recommendations and references from our past clientele that compliments the good work that we do,” notified Sinha, who brings to table her own deep domain insight, industry knowledge combined with understanding of a professional’s intrinsic persona to suggest customized solutions.

“It is her extensive experience having worked with industry stalwarts like American Express and ITC Hotels, ability to spot future trends coupled with a bird’s eye view outlook which have been instrumental in being partners of success with her clients,” maintained Sinha.

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