It's a reality; every year retailers work harder to make it easier for consumers to shop online, and at the same time consumer confidence in shopping online continues to rise.
A June 2010 IMRG study found that "online retail sales have increased 22% year on year," and that "this is the highest rate of increase in more than two years."
So why is this happening? Is it because there's more selection online? Is it because it's more convenient? Is it because retailers have become smarter and are giving consumers fewer reasons to say no?
I would argue it's a mixture of all of those reasons, but primarily it's because of the latter. So what have the leading online retailers done to give consumers a reason to buy online instead of in-store?
We all want to join the ranks of brands that have succeeded in creating buzzworthy marketing campaigns that drive word of mouth and impact sales. Unfortunately, there is no magic answer, no silver bullet. But what we can do is be inspired by what other brands have done and try to learn from their ways of thinking.
You've got a name, logo, business cards and a letterhead, but do you have a brand? A brand in its simplest form is a noun, a thing. It's not simply the name of your company, or a way for people to identify you against another; although it serves those purposes. A brand should make you feel something, make you aspire to be like them, identify with and trust them.
Brands have characteristics the same way people do; most, if not all major brands have brand strategy guides that are meant to be followed closely across all communications. This includes everything from the layout of a banner ad, to the social media, to the way customer service representatives conduct themselves.
A well-targeted brand is ascribed a set of related characteristics in their brand manual. This can include corporate values, keywords, examples of tone of voice, sample phrases; also included is what not to do - examples that go against the brand. But where do we look when determining the character of a brand?
The success of modern companies is heavily determined by how easily their brand and their services are found online. Discovering the search terms potential customers are using and gearing your website content to return results for those terms is a proven method for generating online leads and driving revenue.
It all starts with selecting those crucial keywords. It should be noted that a keyword can refer to a single word or whole phrase, for example "WebCanada has great clients" can be considered a keyword.
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