Global Digital Marketing & Retail by Alex 30
Global Digital Marketing & Retail by Alex 30
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans.
Good morning, afternoon, evening, wherever you are! 😊
In this edition: creative advertising in Star Wars Chili, Capcut which you should try, Coolblue’s yearbook, a template for product strategy, what is happening in Mexico, and an easier way to do crossborder shopping campaigns with Microsoft.
⭐Star Wars Gets Thirsty: Hilarious 2003 Chilean Beer Ads Resurface Online
What’s happening in Chile? Well, some great ads stitched in the Star Wars movies have appeared on the surface again. They are already from around 2003, but recently they re-appeared on the marketing/advertising web.
Around 2003 in Chile, when the original trilogy of Star Wars began airing on television there, they did this funny thing to avoid cutting to commercial breaks. They stitched the commercials into the films themselves. I had to smile when I saw how they embedded the Cerveza Cristal into the movie and if I could I would have bought such a beer (unfortunately not available in my area at this moment).
The move understandably drew the ire of Lucasfilm's lawyers, who argued among other things that the advertising shenanigans fell afoul of the Chilean Code of Advertising Ethics, and misled people into believing there was an official association between the filmmaker and Cerveza Cristal.
https://www.themarysue.com/star-wars-cerveza-cristal-meme-explained-george-lucas-lawsuit/
📹Capcut: video editing without the hassle
I have been playing around with Capcut recently. Capcut is an app for video editing, it’s available on mobile and desktop devices. The parent company is Bytedance, the same company that owns TikTok. Capcut makes creating videos more fun and more easy and feeds those videos back into TikTok.
I have been editing videos already back in the time when MacroMedia’s “Flash” was popular, and still, I try to edit a video so now and then. I can fully agree with the creator of this video below that editing a video in CapCut is so much easier than in the famous DaVinci or Adobe suites. Give it a try, it’s free.
And who knows, Capcut might evolve into a social media tool on its own in the future. Check out the video below to get some ideas of what Capcut is capable of.
😎Coolblue Yearbook: makes you smile
Coolblue is a Dutch company known for its exceptional customer service. I have seen many presentations of the company and read a lot about it. It seems an easy business model but it’s very hard to copy.
I see a resemblance with Zappos in the US. I remember reading the annual Zappos culture books. These books delve into Zappos' core values, employee stories, and their unique approach to building a happy and successful company.
Coolblue does not publish a culture book but their annual yearbook is a combination of facts and culture. Coolblue puts a high emphasis on customer satisfaction. This focus on happy customers and really adding value sets them apart in the Netherlands and surrounding areas.
Zappos culture book (see link on the page) https://www.zappos.com/c/zappos-insights-book-recommendations
Coolblue Yearbook 2023: https://aboutcoolblue.com/en/yearbooks/
🇲🇽 Mexico: ¡Ándale! ¡Ándale! ¡Arriba! ¡Arriba!" E-commerce
Mexico is booming in multiple ways. One of them is e-commerce: Mexico topped the charts as the world's fastest-growing e-commerce market in 2023. Mercado Libre and Amazon accounted for a combined 41% market share of Mexico's e-commerce market last year. Despite their strong positions, each posted stellar sales gains north of 30%”.
The success of e-commerce in Mexico is partly due to its remarkable evolution in recent years. It offers increasingly favorable buy-sell conditions, increased reliability, various payment methods and tools, and regulations to improve the user experience. Technology and adapting it to changing consumer buying habits have played a crucial role in the e-commerce evolution.
Regarding consumer behavior, the executive pointed out that 77% of Internet users buy more or the same as they did 12 months ago and stressed that the .peaks in sales during seasonal periods with consumers in search of savings are remarkable, since 80% of Mexican Internet users who have bought online have done so driven by a promotion.
More details: https://www.freightwaves.com/news/pandemic-rapidly-accelerating-e-commerce-in-mexico
OMG even more details: https://geekandlife.com.mx/2024/02/22/tendencias-2024-y-panorama-del-e-commerce-en-mexico-en-2023-tech/
🌎Crossborder advertising gets easier with Microsoft Feed Labels
Crossborder advertising with product feeds gets a little easier with a new feature called “feed labels”. It allows grouping products based on shared characteristics and targetting them to potential customers in those markets.
What are Feed Labels? With Feed Labels, you can organize products from different feeds by using common traits like language or product category. For example, if you sell products in the UK, France, and Germany, you can create a label for all three feeds. This label helps you run ads showing products from all these feeds to potential customers in those markets through a targeted shopping campaign.
Details via: https://searchengineland.com/microsoft-feed-labels-438197
📖Ross Stanley’s Product Strategy Template
Ross Stanley published a Product Strategy Template that’s worth sharing and saving.
I should add the obligatory caveat that the 'real' work of 🎯 strategy is your organisation internally agreeing [why] you’re doing [what] for [who], and [how] you’re going to get there. This is just a tool to guide you as you build and maintain a clear and aligned strategy for your product, service or company. It will help you to clarify the game you’re playing, and how you’re going to win.
Details and download via: https://www.linkedin.com/feed/update/urn:li:activity:7168796443703435264/
💯Trust sells
In especially B2B, there is one crucial question that should precede all marketing efforts:
“How can we build trust and credibility with our target customers”
It’s time to change the way you think about B2B marketing.
❌ It’s not about selling your products. (This is just the byproduct)
✅ It’s really about helping your customers BEFORE they become customers.
It’s the only way to build trust and credibility.
Trust → Credibility → Word-of-Mouth → 💰
That’s it for this edition. Thank you for reading,
Alex