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It is quite likely that the dream of many brands is to cross the border and become material that goes a step further, that is, to become brands that consumers feel more than just appreciation. Not a few brands would want to become cult brands, those with a large fan base and, above all, see how those consumers themselves are advocates, propagators and supports for the brand. The followers of one of these brands are loyal to it and, besides, they are enthusiasts who not only always buy their products but also function as a kind of evangelists of the same. Just think about the Apple case. The company is, for a percentage of consumers, one of those brands of worship, which makes them maintain a very special relationship with it. These consumers are queues in their stores, those who buy their products every time they make a modification (no matter how minimal that non-Apple fans think) and who defend it against any attack. The path to becoming a cult brand is not easy nor is it something t

Social networks have created a new way of communicating. They have become a kind of inevitable, prominent element. We are all connected to all of our contacts and we are at the same moment in which we do things. We are on vacation, we upload a photo of our glorious hotel breakfast. We buy a product, we quickly tell it on Facebook or Twitter sharing how good (or bad) the experience has been. We share the information in real time and receive the information in real time and that has completely changed how we relate to it. And if things start to be so immediate, our reaction to them also begins to be so. We are always in a sort of real-time conversation with others and we are always commenting on what happens in the moment that happens. But this immediacy has not only an impact on information and our reaction to it but also modifies other elements. Our buying habits and purchasing decisions are greatly modified by what happens in social networks. The social environment has become a new pr

Are you a new seller who is just starting out? Then you are probably wondering what you should keep as your nickname. When you are starting out as a seller on Amazon, selecting your seller’s nickname is something that is very important but often overlooked. Once you have put in the hardwork and have pleased your customers, it’s difficult for them to find you again among the mass of listings on Amazon. If you choose your name carelessly, it will become even more difficult. If you choose your name carefully, but don’t consider the realities of searchengines, you’ll still be stuck. Another example in this regard would be that of  Pulse decor, a seller who is specializing in home furnishings, he also chose a great nickname. Anyone who is satisfied with a purchase from this seller can easily find him again by searching Amazon for his nickname. As you select your nickname, be sure you don’t create one that violates Amazon’s rules. You are prohibited from including anything in your nickname t

Millions of people around the world use Amazon to make purchases of all kinds of products. Regardless of whether or not you have your own e-commerce, we recommend you use it to increase your sales in the Online Channel. To this end, here are some tricks to improve your visibility in the # 1 marketplace and make it the best ally, either online or offline.   Optimize the product listing on Amazon. For this you have to follow the SEO guidelines that the same platform offers. A good Amazon title should include essential elements like the brand, the type of product, its material or ingredients, in case it is a consumable. In addition it is essential to add a keyword integrated in it and define the product (eg tool, phone, glasses, etc.) Including quality images is essential and if they are over 1000x1000 pixels, This will activate the zoom function to see your product in more detail. Amazon also allows you to define your own search terms for each product, through 5 fields that accept 50 cha

Changing the logo of a brand or a company is a very complicated process and not risk free. Some of the companies that have thrown themselves to it have found themselves on the road with consumer rejection and have been forced to even backtracking in the process. One of the recurring examples of this situation is that of the US retail chain GAP. The company decided a few years ago to change its logo to become something 'more modern', but the shot went straight through. Instead of modifying its image by updating it, it found a real uprising among its consumers. The new logo was, or at least that was what they pointed out, horrendous. The company had no choice but to go back and return to known terrain, recovering the logo they had already used and that their consumers knew and apparently loved. If changing the logo is already going into moving ground, completely changing the identity and migrate not only image but also name or corporate colors can be an adventure of extreme sport

In the offline world, there are many types of stores and not all bet on the same criteria to try to reach the consumer. Not everyone wants to have a low cost supermarket or a discount store in which the main offer are products at low prices. So why is there a certain belief that when selling online you have to sell at a low price? Is e-commerce marked by offers to the point that it is only successful if it is sold cheap? For years, what most worked on the net were the offers. Consumers made the network their main ally when they were looking for things at lower prices. The trips started to be bought online because the internet was able to find the lowest prices, last minute offers of hotels or the cheapest fares of the low cost airlines. Then came the coupon pages or online outlets, which were the entry point for many consumers for e-commerce. And then many large e-commerce companies that invoice millions have made offer low prices a decisive element of their corporate image and the ser

Many were those who did not want to believe that Bill Gates phrase, when he mentioned that " If  your business is  not  on the  Internet , then your business  will  be out of business" .  That phrase is perfect when it comes to verify the true importance of the internet for businesses. Now, the most immediate future, augurs us a new generational change where electronic commerce and the way of selling will be protagonists. The Internet is an increasingly important part of the day to day and is also becoming a fundamental part of understanding the future. The network is appropriating all the parts of our day to day and is integrating all our needs. The Internet is no longer an element or part of what we are or do, but has become a vehicle element that unites everyone and everything. Therefore, and especially as the penetration of the network becomes deeper and as its importance is touching more and more points (do not forget that the immediate future is undeniably smart and tha

Electronic commerce has an increasingly greater weight in consumer buying decisions. Potential customers of brands and retailers no longer only buy in their physical stores, but, in fact, increasingly do more and more in their online stores. As the weight of e-commerce within the overall trade is greater, more and more interested are brand managers and marketers in understanding how they consume and what is most interesting to buyers in the internet age. That is, brands wonder how these buyers are and what it will take them to consume. And, above all, they wonder how the relationships they will establish with these consumers once they pass that first moment of purchase. The future situation is complex Consumers buying more and more online and spending more and more money on their purchases in the network does not necessarily imply that they are establishing a loyal relationship with those places in which they buy. In fact, online shoppers are far less loyal and loyal to the brand than

Can marketing help you capture talent? Should companies use these strategies to position themselves to their potential employees and thus to connect with them? The relationship between marketing and human resources is increasingly close, or at least that is what some analysts and some experts believe. In fact, there are already those who think that the two areas should be closely related and in the hands of the CMO. Some large companies have already concentrated on the same person both functions, since the interests of both are linked more and more. As more and more important elements like brand advocacy or the fact that attracting talent becomes more complicated, the more diffuse the borders between them. The image of the company impacts the processes to find workers Getting to work in this field is not just as easy for all companies. The realization of this branding effort often means having to fight against different winds. For example, for large companies is the question that they

When the millennials became fashionable a few years ago and everyone was talking about them, there were a number of recurring explanations about this peak of interest and why companies had to try to understand them. At the outset, the millennials were too different from previous demographic groups. Millennials played with other rules and expected other things from the companies with which they related, forcing them to have to learn new realities and work with new scenarios. But this was not the only thing, since in order to strive so hard for a group of consumers, brands and companies have to feel that it all compensates them. Did the millennials make that up? The specialists made it clear that yes, because not only millennials created new business opportunities with their likes and dislikes, but also in some areas they were more open to spending and, above all, they were the largest generational group as consumers of which marketing and decision makers have seen in recent times. The m

Who has not ever heard someone saying that is better to buy one thing than another 'because that brand is already known? It is quite likely that we will not realize it while we are defending why we buy one thing or why we buy another that this element is having a direct impact on our buying decisions. Why do we care if a brand is known or another is not? In reality, it could be said that the same mechanism works that make us more careful when we open the door to someone we do not know someone who we do. From one we always expect the worst and from another, we expect the best. So, the way we interact with each other (even if we really know anything about each other) is completely different. You only have to look at the opening degrees of the door the next time we face this situation. As the person who is ringing the most known or most expected was the door, we opened the door to receive it. With the brands, in the end, the same thing happens. The more we know a brand, the more trust

Here we will specifically analyze the Amazon store as MarketPlace (or sales platform). Although we are shown many advantages, we must take into account a number of elements to highlight: - There are two types of tariffs and based on what one estimates to sell, it may be advisable to register directly as Pro Seller, despite paying about 39% per month for this service. - When we upload our inventory in the Amazon store, we must keep in mind which categories of products we are going to sell. Except for the category of books, the sales commission per product is 7%. This means that for each sale we make 7% of our amount will remain in the pockets of Amazon. This means that the profit margin is reduced by more than 7%, since the calculation is made in the final price of the product. Therefore, it affects by more than 7% in the profit margin calculated on the taxable base of our product. - With this 7% commission we get Amazon to advertise our products and at the same time that people start t

    Millennials have ceased to be the future of electronic commerce in favor of Silver Internet users. Internet use among those over 65 has increased greatly in recent years. The first users of Internet shopping were the Millennials, however, this generation has lost purchasing power in favor of their parents and grandparents, who are maintaining stable incomes and even pensions, have more time available and money to spend on the Internet. On the other hand, the population of the whole world is aging. By 2050, it is estimated that there will be more people over 65 in the world than children under 14. In particular, the number of adults over the age of 80 is expected to quadruple by 395 million. The idea that Internet and online shopping are oblivious to this older consumer has become obsolete, however, the budget allocated to this target audience in marketing departments is minimal. However, online retailers are not easy because the category of over 50 is very varied. It is a complex g

E-commerce is a habit and way of buying more and more frequent among consumers. It is the means of purchase that the future will occupy the future, so it makes us augur the potential of the present that we know. This is causing many companies to be created and incorporated to this channel, as well as that online marketing is a priority and dedicates a lot of money and effort. When this marketing is successful and we have the customer with the products in the shopping cart on our website, surprisingly leaves the order, the reason ?. The customer leaves the shopping cart for the shipping cost factor. Notice that most of the time, when a customer is interested in certain products is because the offer we make is attractive for their conditions, likes the product, seems to have a suitable price, has all the conditions to be bought, however, when they update the order and observe what is added to the price for the reason of the shipment, something jumps in your mind that decides, in many cas

Music is a kind of universal language, an element that can reach many people even beyond the barriers of language or cultural differences. Music picks up emotions and presents them and, for recipients of those messages, deciphering them is not complicated, come from where they arrive or whatever they are. Perhaps because of this, music is one of the cultural products that has a wider market and in which there is more exchange of products (after all, you just have to think about how much English music is heard, even when you do not speak this language). And perhaps because of this, music is also such a powerful tool for brands and companies that they can use them to communicate and to convey in a much simpler and more direct way what they are trying to say and do to consumers. The relationship between music, brands and consumption is not new. The most popular musicians of previous centuries already had masses of fans and, in fact, the whole phenomenon of enthusiastic fans following thei

Final part of this series! Hope you aren't missing anything!  - Gamification: Create web applications that massify your message with "entertaining games or apps" that will give your customers a long stay, offer them "prizes" and virtual credits that motivate them to stay in your site longer and recommend your product. - SEO: (Search Engine Optimization):  It is a process that seeks to position your websites in certain phrases or search criteria in engines like Google, Bing and Yahoo. Investigate new phrases or words that make a trend with Keyword research with Google Keywords Tools and optimize all your landing pages with keywords that describe 100% your product and offers direct contact forms (it will streamline the sales process -conversion and will serve as a meeting point for new visitors). - Alternative channels: Guidance in web directories or specialized groups. It also uses extra strategies such as: Purchase Coupons, exchange purchase bonuses for virtua

Being a seller on Amazon means that you have to provide top notch customer service to your buyers. However, understanding how all this works is sometimes overwhelming. Here are the key terms and what you need to know about them. Customer experience history is measured against four key criteria: 1. Order defect rate (ODR) represents the orders for which you have received a negative feedback, an A-to-Z Guarantee claim, or a credit card chargeback. 2. Pre-fulfilment cancellations will show you how many times a customer attempted to buy an item that you did not have in stock. You had to cancel the order, because you couldn’t fulfil it. 3. Missed promises show you how effectively you are meeting your customers ‘shipping expectations. Amazon expects you to promise to ship the item within two business days. Any orders confirmed to have been shipped three or more days late are counted as having missed the promise. 4. Percentage of orders refunded shows, if the number is high, that you are refu

One of the elements that have worked as a key to propping up the birth and take-off of e-commerce and to get consumers to try online shopping was the fact that buying products on the net was much cheaper than doing it in a physical store. The big key issue of e-commerce and the element that made it unique and different was the prices: on the internet, it was cheaper to get the products that the costumers wanted to buy and were much easier to find the deals. This has become a basic element, one of those beliefs that we already take for granted and expected in terms of ecommerce. Buying online has to be, as a base question, cheaper than doing it in a traditional store, because internet, we take it for granted, allows you to play more with prices by eliminating certain costs. But is this absolutely true? Is the internet still much cheaper than the usual physical stores? The truth is that the issue is somewhat questionable and studies are showing that belief begins to become one of those m

In recent years, consumers have begun to buy more and more over the internet. This has completely changed how it is consumed, how products are sold and how positioning strategies are created for them. Stores have to play with new rules and brands have to move in a scenario that is completely different from what they had in the beginning. Things have become something very different, something that brands and consumers have to keep in mind. What has pushed consumers into the arms of e-commerce? Everyone has their own story of why and how they started buying online, but the truth is that, if you analyze all those stories and all those testimonies, you can find some guidelines that explain this boom in e-commerce. Consumers value comfort One of the great tricks of e-commerce and one of the reasons that lead many buyers to make their purchases through it is in the ease of buying. One can simply have what it wants and search with a few clicks and sometimes (thanks to easier purchase systems)

Brands and companies have to face a changing environment and a series of new demands and new challenges, which quickly move to their workforce. What do they have to know right now? What do they have to be interested in than ever before to meet consumer expectations and to be the latest in the needs of the market? Companies not only need to answer those questions, but the answer is also changing what they are looking for and what they need in their marketing teams. This is what has made that in recent times they've sought profiles specialized in Internet and particularly certain specific elements, have begun to seek profiles such as mathematicians and scientists for marketing teams to meet the needs associated with big data or that have been robbing professionals from other sectors, such as the media, to fit the growing needs of companies in content. Professionals have begun to be much more imaginative and creative as far as professional outings are concerned and also have been forc