Category: Market

Digital Disruption: Review, Align, Attack

You can embrace the changes that come with market disruption. Here's how.

Q: Are you leveraging market changes to grow your business?
A: Steal market share with a 3 step method for quick & effective digital solutions.

“Right now is the perfect time to think about a new paradigm,” explains PeakActivity CEO, Manish Hirapara. “Once you embrace change, it becomes a catalyst for growth.”

In the current market, businesses are hard-pressed to find solutions that meet consumer demands. It’s not enough to be online—companies must have a digital presence that’s adaptive, value-driven, and consistent across platforms.

How is digital disrupting business models?
Digital disruption occurs when new technologies create a shift in the marketplace. For example, digital entertainment subscriptions created a monumental disruption in how we access and enjoy movies and television. More recently, retail and food industries were upended when social-distancing measures became mandatory. Suddenly online ordering and eCommerce solutions became essential. The best thing businesses can do when challenged by disruption is to embrace change. Lean into new technologies. Enter new markets. And earn a reputation for ingenuity.

The New Rules for Marketing Your Brand

Quickly and effectively. Market changes are opportunities for businesses to ask questions and offer new solutions for customers. In many ways, the success of digital transformation relies on a company’s ability to embrace it.
  1. Review. Start by identifying immediate needs and evaluate the industry landscape. For an even wider view of the market, look for adjacent industry trends and new ways to generate revenue. “Take a look around,” Manish suggests. ”Be systematic in your approach” and get a full scope of how to make improvements. It’s also important to weigh the long-term value of digital changes to ensure that they can deliver beyond the issue at hand.
  2. Align. “Once you’ve figured out where you stand in the landscape, figure out how to align yourself with where things are going,” Manish explains. Alignment means that leaders must accept the changes and explore new paradigms for commerce. Think through potential products and services to be offered in light of market changes. The key to alignment is getting senior leadership involved to understand any financial impacts and to seek out a middle ground. From there, a business can figure out how to go to market. 3. Attack “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.” To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.
  3. Attack. “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.”

    To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.

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How Many Emails is Too Many?

With all the talk about online, social and mobile marketing, it can seem like email has been reduced to poorly spelled e-mails promising to cure wrinkles and banish fat or requesting millions wired to offshore accounts (spoiler: don’t do it). But in fact, pretty much everyone still uses email, and email marketing is possibly the best marketing strategy to deepen your relationship with your customer and drive eCommerce revenue.

An email has a personal quality, which makes it a great way to connect with customers. With the newest eCommerce technology, you can even target potential customers who have browsed your site. A great email marketing campaign has become more important than ever to driving greater brand affinity and increases in sales.

Here are a few simple things that you can do to create and maintain an email marketing campaign that your customers with love.

1. Not everyone wants your emails, and that’s okay.

Having a giant email list might look great on paper, but bombarding thousands of people with unwanted emails is super annoying–probably not the best way to gain customers. Your email list should be a collection of email addresses gained by engaging with potential customers through lead-generating campaigns. Sometimes reducing your email list of customers who aren’t interested is one of the best things you can do to gain the support of your loyal customers. 

If you are looking to grow, offer in-store opt-ins, and include social sharing buttons to increase the chance that visitors will subscribe. If you create multiple, targeted subscription types, you’ll increase the chance that visitors will subscribe to one of them.

2. Don’t send emails you wouldn’t want to receive

Make your email marketing campaign less spam-like by making sure that each email has a definite purpose. By creating a marketing email calendar, you plan and run a mix of content. 

Promotional emails can include any offers that your users might find beneficial. Email is a great opportunity to incentivize customers with promotions. If you can get them in the door, you can share what you have to offer, and what differentiates you from competitors.

Additionally, all of your blog posts, white papers, and anything else you have to offer can be shared via email. The content will change, but email gives you the flexibility to always be relevant and specific. By making a plan, you won’t accidentally send a ridiculous amount of emails to the same people, and each email can contain something your customers want to receive. 

3. Pretend you’re cool, and people might believe you

Creating an online brand identity is key to a successful email campaign, as well as maintaining an online presence. Working with your client to understand their brand voice or style is an integral part of effectively speaking to the customer. Choose a tone that best fits your company’s style, whether it be playful or serious, and stay consistent throughout all of your marketing materials.

A brand identity is a way to communicate with the world, stand out from your competition, and create a brand experience that encourages people to engage with you. Build a brand identity that accurately conveys your essence and is flexible enough to evolve with you. If you stay consistent with your identity, you’ll probably convince the cool kids to open your emails too. 

4. Target your customer’s, tell them what they want.

Yes, your devices are watching you, but it can be super helpful for marketing. With new technology for automated website behavior, you can gain new customers just by targeting people who have visited your site and displayed certain browsing habits. The list of ways to target customers is endless.

One great, not super creepy example is abandoned cart acquisition. Once a user has filled their cart, ensure that they complete their purchase by sending out reminder emails or emails with promotional offers about the items they showed interest in. You can also spread goodwill about your brand by focusing on customers who did make a purchase from you. Send them info about how to properly care for the items they bought.

Email has a long history of stability, and they even get delivered on Sundays. While the email space has evolved, email marketing is more relevant than ever. An email marketing campaign is a cost-effective solution that gives you the power to reach customers in a place most people visit every day — their inbox.

PeakActivity happens to be pretty great at creating email marketing campaigns for our customers. We’ve successfully implemented non-spamlike email campaigns for quite a few companies. One of our customers even saw 76.5% revenue growth by partnering with us. Get in touch with us by filling out this form.

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