Brands grow their e-commerce business through unique marketing
Implications - In an effort to grow their online presence, many brands are turning to marketing campaigns that merge the digital and physical realm. Though these campaigns begin online, they simultaneously offer tangible goods through both custom creation and gifting services. This progression suggests that the rise of e-commerce business models depends on marketing that is able to transcend offline and online barriers.
Workshop Question - Design a new marketing campaign that incorporates both digital and physical aspects. What does this strategy look like for your brand?
Trend Themes
1. Phygital Marketing - Marketing that merges the digital and physical realm which can be achieved using 3D printing technology.
2. Online Promotions with Money-back Guarantee - Offering money-back guarantees in online promotions not only builds trust and strengthens consumer loyalty but also attracts cost-conscious consumers who wish to invest in quality products that don't break the bank.
3. Virtual Try-on Makeup Apps - These apps offer women the ability to apply virtual makeup quickly and easily right before live video chat sessions for telecommuting while adjustments to fix blemishes and other undesirable spots on the skin can be made, which can be integrated into other virtual environments.
Industry Implications
1. Marketing and Advertising - Companies in the marketing and advertising industry can explore ways to foster new interactions with customers by merging their physical and digital experiences.
2. Online Retail and E-commerce - E-commerce companies can use money-back guarantees in their promotions to attract and retain cost-conscious consumers who want quality products but are wary of overspending.
3. Beauty and Cosmetics - Companies in the beauty and cosmetics industry can create more innovative virtual try-on experiences to attract virtual meeting participants and telecommuters, allowing them to customize their makeup experience online.
