Ecommerce Flex Those Marketing Muscles



John (or Joan) Q. Citizen probably don’t think of​ how certain decisions in​ the​ business world affected them. the​ primary thing most are concerned with is​ making sure they have enough money to​ pay the​ bills.

Gas prices rise,​ but they don’t automatically think of​ the​ higher grocery prices they would soon be paying. They just knew things were tighter now than they have ever been.

Unions demanded more money,​ but they didn’t automatically think of​ how that might affect the​ price of​ their next car or​ airline ticket they just hoped the​ car would last a​ little longer or​ a​ great deal would come along.

However,​ when you​ work on​ a​ new business startup in​ a​ world called ecommerce you​ begin to​ take notice of​ the​ pebbles tossed in​ the​ pond you​ swim in. Suddenly it​ is​ much easier to​ see the​ ripples those pebbles create and you​ brace for the​ aftermath of​ the​ wake because there will be a​ wake.

If you’re going to​ be in​ business ecommerce is​ a​ wonderful place to​ launch because overhead is​ often much less than a​ traditional brick and mortar store and you​ likely have fewer employees than a​ traditional store counterpart.

You may discover,​ however,​ that your marketing plan needs a​ ‘flex’ mode. This means the​ things you​ sell online may require certain shifts in​ marketing depending on​ regional or​ national economic indicators.

For instance,​ let’s say …

1. you​ sell decorative outdoor lighting fixtures.
2. Your marketing plan has you​ developing content based on​ developing pleasing lighting for the​ home.
3. New housing starts are down and new home purchases are light.

In this scenario there will likely be customers who would be looking for lighting for a​ home they own and want to​ improve it​ for reasons you​ may have stated in​ your online content. However,​ what if​ you​ ‘flexed’ your marketing ideals and re-pitched the​ product as​ a​ way of​ improving the​ value of​ a​ home an​ individual may want to​ sell? This could have a​ profound impact on​ your ability to​ boost sales.

You are selling the​ exact same product,​ but you​ recast the​ product to​ conform to​ a​ real need – selling houses. This need is​ expressed behind closed doors and at​ the​ local coffee shop. it​ ultimately is​ translated to​ the​ general business climate. There may come a​ time when you​ revise your approach once more,​ but that’s one of​ the​ best things about ecommerce,​ you​ can recast your sales approach when you​ need to.

Some of​ the​ very dismal things that may be happening in​ the​ business world around you​ may present marketing tools you​ just haven’t used yet.

When it​ appears the​ economy may have dealt a​ blow to​ your marketing objectives take some time to​ investigate if​ there may be new opportunities in​ a​ shifted marketing strategy. Sometimes adversity can allow ecommerce to​ flourish in​ new soil.

Look for any and every advantage to​ marketing your product in​ light of​ changing circumstances. Change doesn’t always have to​ be a​ bad thing.





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