Author: Dave Canham

Why is brand visibility important?

Helping your brand become more visible is key to its success on the digital shelf. 

A brand’s visibility directly affects how many people recognise and, more importantly, trust it. The greater the trust for your brand among potential customers, the more likely you are to make gains within the highly competitive ecommerce marketplace.

So, how exactly do you build trust with your target audience through brand visibility?

In this article, we’ll demonstrate how better brand visibility can work wonders for your business’s online presence.

What is a business’s online share of voice?

Every business wonders how much they dominate the conversation in their industry.

That’s what online share of voice can tell them. It’s an important factor for any brand looking to grow on the digital shelf.

So, how do you calculate yours?

In this article, we discuss online share of voice at length, asking what it is, why it is so crucial, and how you can leverage it to make the gains your company needs.

Brand compliance checklist

Some brands you know just by looking at their logos, others from the colours they display.

These businesses are winning at brand compliance for a reason: they’re instantly recognisable! 

But it takes a long time to make your brand memorable for all the right reasons. The question is can you emulate the success of household names through your own digital marketing?

In this article, we show you how to create a brand compliance checklist that, if used correctly, will give your business the boost it needs across the digital shelf.

What is penetration pricing?

Everyone has their price, whether they’re a buyer or business owner.

For companies, the right pricing strategy is crucial if you want to succeed online, and penetration pricing could help your brand stand out in an increasingly saturated ecommerce market.

But what is penetration pricing, and how exactly might your brand use it to grow?

In this article, we’ll explain everything you need to know about penetration pricing, including its advantages, potential drawbacks, and why you ought to consider this approach for your business.

How to create a digital shelf strategy

Shoppers love looking at things, and if you want your business to succeed, you’d better make sure your products are as appealing across the digital shelf – where they’re housed online – as they are within a physical retail space.

What is product cannibalisation?

As a thriving business, launching products is always an exciting time.

You’ve got the initial anticipation, then the launch date itself, and finally (hopefully) the inflated sales figures that follow.

But some companies experience negative consequences on the digital shelf after releasing the brand-new product they’ve worked so hard to perfect; instead of attracting customers from other brands, they end up stealing sales from themselves. This can be explained through one increasingly common phenomenon: product cannibalisation.

In this article, we look at product cannibalisation in detail, covering what it is, the potential causes and impact, as well as tips on how to avoid making the same mistakes as other businesses.

Omnichannel vs multichannel ecommerce: What’s the difference?

Those who work in the worlds of business or marketing may have come across the terms ‘omnichannel’ and ‘multichannel’ at some point.

But what exactly do they mean?

Also, more importantly, how do they affect the way your company interacts with customers?

In this article, we look at both omnichannel ecommerce and multichannel ecommerce, exploring what makes each approach unique and how to decide which one is right for you.

What is omnichannel ecommerce?

In the old days, marketing was very much about showing people where to find brick and mortar stores that sold their favourite products.

Now, though, things have changed.

Thanks to the internet, companies can now use many different channels to present their brands and products to the world. Using a combination of channels in an effective omnichannel ecommerce strategy can mean big success.

In this article, we look at omnichannel ecommerce, explaining what it is, why it’s important and how you can use it to help grow your business on the digital shelf.

How to maximise digital shelf visibility

Appearing on the digital shelf involves more than just listing your products across multiple channels.

It’s about making sure that you’re presenting them in the right way, so that customers will keep using your brand because they trust that you can deliver.

But retaining customers means first maximising your digital shelf visibility, which is tricky given how crowded the online space has become.

In this article, we look at why digital shelf visibility is so important, as well as suggesting ways of appearing more visible across the internet.