“If you miss your initial chance to advertise properly, don't expect to get any major returns.” “It's your job to get your company and product on your audience's radar,” says Vu. Managing your marketing campaign can come with significant pressure to get it right the first time as a result, which means coming up with an effective distribution strategy before you even launch a product. The brand story you want to portray to your audience is the foundation for how to distribute your narrative on social media and content platforms. Many e-commerce brands operate on a shoestring budget in their early stages. The method of marketing and branding distribution is critical, especially considering the proliferation of new mediums for content production and consumption. The generational impact of social media on Gen Z and Millennials can often have several adverse consequences, with social pressures among the most prominent.Ĭreating a relatable brand story can be just as powerful as advertising strategies that analyze conversion rates and individual shopping habits – since the storyline is fundamentally personal already. A narrative that many people identify with, at a time of persistent social pressures among younger generations. “The mission is to develop a culture around physical authenticity as opposed to keeping up with the superficial media standards,” says Vu. Vantura Cosmetics was founded on the vision of everyone feeling confident with their natural features and radiant skin. “You sell that vision right, and the product will sell itself. “As a business, your job is to sell a vision, not just a product,” says Vu. Part of catering to the preferences among consumers is cultivating a brand story that they can identify with. One of the best ways to incorporate a vision into your branding is with personalized and relatable content.Ĭonsumers spend approximately 48% more when their online shopping experience is personalized – echoing the compelling sentiment among marketers that personalized branding is the future of marketing. Consumers want to be part of a community that is recognized on social media and within popular culture. “The first step is correct, but everything after is why most e-commerce fails – the reason Vantura Cosmetics is trending is not because we focus on crafting the perfect product, but we focus on the vision of our branding.”Īs e-commerce continues on its path towards social commerce and product content syndication, branding will remain a powerful tool and competitive edge for emerging from a crowded field of competition.Ĭontent is king, and selling a vision is as important as selling the product itself. “If you run an e-commerce business, your first initial action is to develop or find a great product, make sure it works, and then build a website and social channel,” he says. Vu cites a unique strategy for launching a successful e-commerce business in an increasingly competitive market for 2019. The company utilized social media tools such as UNUM, an app for planning and publishing digital content that provides data-driven insights, partnered with other companies for promotional giveaways, and were very consistent with their publishing schedule in order to grow their following. With a budget of $5,000, the cosmetics company gathered a following of more than 27,000 people on Instagram, 6000 on Facebook and over 10,000 emails in just two months – without a product launch. The company was able to capture a sizable audience of Facebook and Instagram followers before even launching a product.
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