Global Digital Marketing & Retail by Alex 46
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
🪧Ogilvy: how his teaching still works today in performance marketing
One of the first marketing books I read, was the book “Ogilvy on Advertising”, so this Youtube video caught my attention, where Dara Denny, connects one of the most famous marketing books with current advertisements on Meta. Nice idea for a video and I think worth a watch if you are involved in creating ads.
PS, I might have the digital version of the Ogilvy book somewhere, so reach out if you don’t have it.
Key takeaways:
The headline is the most important part in advertisement; five times as much people read the headline as the body copy. It should position the benefits.
Specifics work better than generalities.
Ogilvy: readership falls off very rapidly up to 50 words of copy, but drops very little from 50-500 words. Hook the right people with the headline, that read the entire copy. Text-only ads are on the rise on Meta.
Stand out, do something extra, and add a surprise, like Ogilvy did with the Hathaway man.
“Founders ads” as they are well known now, resonate back to the “Schweppes ad” from Ogilvy’s time
How to position the brand? Resonate back to the Dove ad. Test emotional responses to words.
Utilize statistics, especially in B2B. Resonates back to Ogilvy’s ad on Puerto Rico.
🟩Jack Dorsey on Tech and Freedom
I have had a Nostr (Notes and Other Stuff Transmitted by Relays) account for a long time. As soon as I heard about this protocol, I was excited and tried it. It’s important to understand that Nostr is a protocol, not an app. Apps can run on this protocol (like TCP/IP for example), but for now, it is primarily known as a messaging service.
It’s all built on freedom and that’s why it is worth listening to the story from Jack Dorsey below, and testing Nostr.
If you care about freedom and an unbiased view on things, it’s important to understand Nostr and why it has been build. And even if you don’t care about that, it is still important to understand what is going on. This talk is a good start.
Be warned, Nostr is still way too technical in the user interface and usage, but I am sure that will be solved in the future. So be an early adopter and give it a try.
Nostr client mentioned in the talk:
🤣Brand names that make you smile
Sometimes you can see funny English brand names (or slogans) at small shops/restaurants while traveling. Sometimes I take pictures of them, a few of those pictures are below. Most I made myself, some from Reddit.
Often in the local language, the brand name makes sense, but in English not always so much.🤣
🇹🇭🇯🇵Don Donki’s in-store communication
During traveling in Thailand I visited Don Don Donki again, the Japanese 24 hr discount store. I did it before and made this video about it. I want to share these two pictures. They have ESL (Electronic Shelf Label) with ratings on it and they have a mobile coupon discount in store communication. It’s quite fun, you need to “activate” the coupon in the app, and then you can go to the counter and use it. This activation part helps of course engagement and discovery of other promotions in the store. It also helps to prevent hassle at the counter (validation is done before)
Video on the store I made last year, be warned: attractive company song in the video that does not go out of your head for at least a day!
🇺🇸 🇨🇳 CTRL-C/CTRL-V: Amazon copies Temu?
So if you are a local FBA seller in let’s say Europe or the US focusing on lower-end products that you source from Alibaba or something similar, then you will get fierce competition. It might be a good idea then to move to China and set up a business there and ship to Europe or the US from China.
From what I read, things that are coming are not completely copy and paste from Temu:
Sellers can decide on their own price and inventory at Amazon.
Low-priced stores use a separate search engine at Amazon, they do not mix up with the “normal” search results.
Amazon is responsible for the traffic to the section and the on-site promotion.
It is very interesting to see what’s will happen in the near future, for example:How does this match with Amazon’s focus at “customer satisfaction”? Interesting how they assess the quality of sellers, and how they integrate this all in the shopping experience.
What will be the seller’s fee’s for this low budget category at Amazon?
What will it do with sellers on Temu who are not active on Amazon?
I will be watching and update in this newsletter.
https://qz.com/shein-looks-set-to-overtake-h-m-and-is-closing-in-on-za-1851029312
https://www.marketplacepulse.com/articles/amazon-walmart-temu-and-shein-overlap
🇨🇳 Shanghai summer holiday promotion video
A city that has a special place in my heart, Shanghai, published its summer vacation (video) campaign, aimed at foreigners, now I will go to Shanghai again in October, I am in the target group, haven’t booked yet. Very curious if they target me and if and when I see these campaigns outings. Note also the payment part in the video. They made it easier for foreigners to pay via Alipay/WeChat pay, much easier now, they highlight it in the video. I don’t think it is a pain point for new visitors as they probably don’t know about it anyway, but it is true, payment in China as a foreigner is now so much easier and it helps you enjoy your holiday much more.
To be honest, in my opinion, there are so many opportunities as a city of Shanghai, to target people who have an interest or are going to Shanghai across the world, this video is I think just a start, can be much more localized to different groups with different needs.
I know, I lived in Shanghai and I explored really all of this city every weekend and day off.
https://english.shanghai.gov.cn/
🫎UX principles in Marketing: IKEA
How can UX transform your marketing design with the basic principles? A quick read on IKEA’s challenges and how to tackle them.
Challenges Ikea
Diverse product range: IKEA offers a wide array of products from furniture to home accessories, posing a challenge in presenting cohesive and intuitive product navigation.
Global audience: Serving a global customer base with varying cultural preferences and shopping behaviors required localized and personalized UX solutions.
Omni-channel presence: Balancing consistency across online platforms (website, mobile app) and physical stores while maintaining a seamless user experience.
🇺🇸 Wholesalers: Sam's Club is winning over Gen Z shoppers with convenience
Unfortunately, most countries in the innovative European Union, have, restrictions onmembership for wholesale companies, one can only subscribe as a company. But in the US, or most Asian countries these restrictions aren’t there, everyone can subscribe for a fee or often even for free. Costco is maybe the most famous wholesaler in the world. I can recommend listening to this podcast that talks on the past, present, and future.
In this podcast it is explained that Costco has intentionally chosen not to be a front runner in the e-commerce space, focusing instead on its efficient and high-volume in-store shopping experience. So with that in mind it is interesting to read this article in business insider on GenZ, who flock to Sams’ Club because of their better digital and omnichannel experience.
But while several warehouse competitors like Costco and BJ's also offer low prices, the real difference for Sam's Club is its tech, the CEO said.
The current king of wholesale famously lags behind Sam's Club when it comes to tech, in part because its unmatched physical retail operation has made digital innovation somewhat superfluous.
Details: https://www.businessinsider.com/sams-club-popular-gen-z-shoppers-trouble-for-costco-2024-6
That’s it for this edition,
Thank you for reading!