Stand out in a saturated market.

Stand out in a saturated market.

Competing in a saturated market may not be the easiest task, but it’s a reality that most of us face. But while the words “saturated market” are enough to strike fear into any entrepreneur’s heart, the good news is that there’s a lot you can do to compete, stand out and even thrive in your niche.

In some cases, a competitive marketplace can even be a good thing. For one, it’s a clear sign that there’s demand. This isn’t some obscure industry; it’s booming, and there are plenty of marketing messages surrounding those product offerings. This could benefit you in that there’s a good chance your prospective customers will have already heard about your product and warmed up to the idea.

Additionally, being in a saturated market forces you to continually grow. This saves you from becoming complacent, keeping you at the top of your game and encouraging you to continually innovate. This is what will give your brand staying power, helping to keep you in business for the long term.

Pay attention to your brand’s story.

When you’re in a saturated niche, your packaging, branding and story become even more important. This is especially true if you’re trying to not just compete but to separate yourself from the competition and charge more.

Find a sub-niche that’s less saturated.

If you’re trying to enter a market that’s saturated, look for niche sub-groups within that market where you can specialize. With this approach, you’ll want to get even more specific with your target audience.

There are loads of good examples out there of companies that made it big by going niche. Take, for example, Bonobos. It started out by focusing on doing one thing right: making decent pants that fit well. Or Lush, a once-small soap company that grew to its present state thanks to its focus on creating fresh, handmade, eco-friendly products. The apparel and cosmetic industries are saturated, but there’s still room for new players — as long as they have a unique angle that solves a particular problem or appeals to a certain demographic.

Add more value.

Avoid the temptation to copy your competition too closely. Your audience is looking for something fresh, so carve out your own brand and identity.

Pick one or two things to do well.

Whether you’re a service or e-commerce company, finding one thing and doing it very well can be an excellent strategy, especially if you’re in a saturated market. Instead of trying to do everything, or be everything to everyone, narrow it down.

Leverage another audience.

One way to shortcut your way to success in a saturated niche is by leveraging the power of another audience. Influencers, companies selling complementary products that target the same customer demographics, and email lists can all be utilized to grow your own audience. When you can, leverage other professionals or companies and their relationships to springboard your own.

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Avviare la trasformazione digitale, con i tools giusti , ossia il Phygital

L’attenzione alle esigenze del consumatore sta portando le aziende del fashion e consumer goods ad accelerare ed adottare nuove strategie, soprattutto se si considerano anche i recenti eventi.

I contenuti digitali di una singola collezione sono rappresentati da migliaia di foto e video e da tantissime descrizioni testo (descrizioni emozionali e tecniche, prezzi, etc.) da tradurre in molte lingue; tutti questi contenuti possono essere presenti in modo differente per tipologia di cliente, mercato e tipo di touchpoint che li userà. In molti casi, per un singolo prodotto, possono esserci foto e descrizioni differenti proprio al fine di ottenere una brand identity coerente.

Molti brand oggi  hanno deciso di scattare le foto e redarre le descrizioni per i cataloghi dei loro clienti wholesale come marketplace o negozi con i proprio ecommerce.

I brand producono un mare in piena di contenuti digitali e la loro gestione manuale è oramai impossibile: il controllo editoriale e la loro distribuzione globale sono attività molto complesse per non essere gestite in modo organizzato.  

Avviare un Brand verso la digital transformation non è mai stato, di conseguenza, così importante ed inevitabile.

Tuttavia, l’approccio verso una trasformazione di questo tipo è molto delicato, si tratta infatti di un’evoluzione culturale dell’azienda a volte molto complessa, in cui gli strumenti tecnologici devono essere adeguati: offrire agli utenti un’esperienza di utilizzo semplice e piacevole aiuta ad accompagnare i team di lavoro ad operare in modo armonico e immediato; adottare strumenti flessibili significa adattare l’organizzazione ad un nuovo modo di lavorare senza stravolgimenti e frizioni.

Ma cos’è la Trasformazione Digitale?

La trasformazione digitale consiste in una radicale trasformazione culturale e tecnologica che coinvolge sia i processi che le persone interne ed esterne al Brand. Questo cambiamento richiede il ponderato utilizzo della tecnologia offerta dal mercato con l’obiettivo di migliorare tutte le fasi di gestione dei contenuti digitali  del Brand lungo tutta la propria value chain.

I punti principali da considerare

1) Coinvolgere tutti i contenuti digitali del Brand

Il primo miglio da percorrere verso la trasformazione digitale nella propria azienda consiste nel coinvolgere e gestire tutti i contenuti creati durante il ciclo di vita del prodotto:

• nello sviluppo del prodotto – foto e descrizioni di disegni sketch, foto/video prototipi e campionario,

• nella promozione – foto e video di campagne marketing, brand, PR, social

• nella vendita online B2C e B2B – foto, video e descrizioni delle pagine prodotto

I contenuti digitali rappresentano quindi le informazioni principali per supportare le strategie di vendita on-line e omnicanale, è quindi molto importante avere attenzione al processo di redazione, controllo e pubblicazione delle informazioni che descrivono il prodotto sotto ogni punto di vista.

La connessione tra fisico e digitale è sempre più forte. I contenuti digitali che descrivono i prodotti rappresentano le informazioni necessarie per popolare i cataloghi on line sia per il B2C (e-commerce) sia per il B2B (order management, wholesale catalog, etc.).

2) Centralizzare le informazioni e i processi per rendere l’identità del Brand coerente in ottica omnicanale

Mantenere un’identità coerente lungo tutto il percorso interno (dalla produzione alla distribuzione del prodotto) e tra i tanti touchpoint dove fruire di tutti i contenuti, può non essere così facile. Infatti, a seconda della loro natura, i contenuti vengono spesso realizzati e gestiti da aree aziendali differenti (esempio reparto di prodotto e reparto marketing) o addirittura da stakeholders esterni.

Per rendere coerente e unica la linea comunicativa del brand è importante che tutte le aree siano allineate con un’unica verità del prodotto, attraverso una fonte centralizzata delle informazioni, così da monitorare facilmente i processi di creazione, approvazione e pubblicazione dei contenuti dove sono coinvolti utenti interni ed esterni all’azienda.

Molti brand oggi decidono di fornire direttamente i contenuti digitali ai  propri clienti che li utilizzeranno nei loro marketplace o sito e-commerce così da assicurare al prodotto una consistenza digitale continua.

Una menzione importante va fatta per il mercato wholesale, dove l’immagine del brand viene utilizzata per i relativi canali di vendita. Una digital consistency ottimale permette al brand di fornire ai clienti B2B i contenuti più appropriati nel rispetto delle linee guida, garantendo continuità con la strategia commerciale.

La catena di produzione di contenuti controllata e centralizzata porta in sintesi ad una inevitabile riduzione del time-to-market dei contenuti e così facendo ad un sicuro miglioramento della Brand reputation.

3) Scegliere strumenti software adeguati per ridurre il rischio di errore e velocizzare il time-to-market

La centralizzazione dei processi di creazione e gestione dei contenuti digitali del prodotto merita estrema attenzione e ha bisogno di strumenti software in grado di garantire il raggiungimento dell’obiettivo senza inciampi.

Ecco che allora tutta la gestione dei contenuti avviene in un unico sistema, dove team interno e gli stakeholder esterni (fotografi, post-produttori, copyright, traduttori, ecc..) collaborano, anche a distanza, garantendo al brand un maggior controllo sui processi.

L’ERP gestisce dati ed informazioni così dette strutturate (prezzo, dati di prodotto, etc.). I contenuti sono gestiti in un sistema di Content Management associato alle informazioni di prodotto. Il Product Content Management ha al suo interno tutte le informazioni provenienti dal ERP più tutti i contenuti media (foto e video).

Uno strumento adeguato aiuterà non solo a gestire le informazioni di prodotto ma anche i processi e il lavoro del team, pianificando e assegnando in modo chiaro tutte le attività.  

4) Scegliere un sistema efficace di per la distribuzione dei contenuti

E’ molto importante l’utilizzo di una soluzione  software adeguata soprattutto quanto si tratta di distribuire i contenuti verso i tanti touchpoint B2B e B2C.

Un’efficace sistema di Product Content Management con funzioni di content syndication permette di distribuire le informazioni di prodotto velocemente su tantissimi canali mantenendo sempre monitorato lo stato di pubblicazione rispetto ad ogni singolo touchpoint. Per non incorrere in errori di pubblicazione è altrettanto importante che a monte ci sia un sistema che tenga traccia della completezza di queste informazioni, necessaria per definire i prodotti pronti per la vendita.

Una distribuzione ottimale inserita all’interno di un sistema centralizzato riduce al minimo il rischio di errore, garantendo ottimi risultati in termini di user experience.

Sell brand not product

🔑 To engage customers the right way.

Sell brand not product

Customer are on the hunt for information and inspiration — and searching multiple channels to get it.

From in-app to in-store and online, today’s shoppers are taking this consideration phase of their shopping journey to the next level — researching the infinite options available, reading reviews from multiple sites, and digging into the details behind every business they interact with.

For marketers, this means it’s no longer enough to simply push products through conversion-driven ad campaigns: It means encouraging engagement your brand throughout the customer journey.

Here’s why ads need to sell brand, not just product in 2021

Brand storytelling inspires consumers to imagine something wonderful.

Blending product recommendations and brand assets gets people interested in everything you have to offer.

Interactivity promotes a memorable brand experience.

Highlighting different aspects of your brand or products lets people customize their ad experience.

The way get the best results for your campaign objectives across the funnel,goes from driving awareness of your brand, to influencing customer buying process.

True omnichannel fashion business

Grow revenue with the combined power of offline and online.

Omnichannel

Grow revenue with the combined power of offline and online.

Improve the customer experience by merging your in-store and online data. Understand each customer’s complete shopping journey and deliver more personalized digital ads.

Deterministic matching


Ensure a seamless experience and improve personalization by accurately linking users across devices, environments, and channels. 

All-channel optimization


Spend your budget wisely with bidding based on each user’s likelihood to buy from you, whether online or offline. 

Hyper-personalized ads


Target customers with products they’re most likely to buy from you next, not what’s most popular in your stores.

Flexible data onboarding


Activate campaigns quickly and send data through direct integrations

Omnichannel reporting


Flexible reporting options show all the ways your digital efforts impacted sales and visits across all channels.

Celebrating Women’s Day

Advantages of women in business

A diverse workforce is an innovative workforce

Diversity—from gender diversity to culture, age, and race—has been shown to breed creativity and innovation. Organizations across industries are seeking to prioritize and benefit from a diverse and inclusive work environment.

Men and women will inevitably have different experiences and backgrounds, which shape their approach to business. Challenging each other and collaborating with people who think differently can breed creativity and promote the innovative ideas that push organizations forward.

“Even with the very best of intentions, we have a tendency to gravitate towards people who are like us. It takes a real leader to say ‘I need someone to challenge me.’ That challenge can spawn new creativity, innovation, and growth.”

Women excel at the soft skills needed for business leadership

While technical skill and knowledge are fundamental to career success, CEOs consistently cite soft skills as the key desirable professional attributes.

Although characteristics like effective communication, empathy, and self-awareness are difficult to measure, they are highly valued and can make a real difference to the bottom line.

Soft skills and emotional intelligence may prove a key competitive advantage for women in business. Apparently women outperform men in 11 of 12 key emotional intelligence competencies. These competencies included emotional self-awareness, empathy, conflict management, adaptability, and teamwork—all essential skills for effective leadership in the workplace.

Women represent huge economic power and offer important consumer insight

With the power of the female consumer in mind, it’s evident that women are best placed to tap into that opportunity and bring valuable consumer insight to the table.

Tapping into the insight both men and women offer can make products and services more marketable and a business more profitable.

Challenges for women in business

Women are still underrepresented in key fields

While a number of industries are showing trends of a growing female workforce, sectors like finance, engineering, and tech still tend to be strongly male-dominated. In STEM (science, technology, engineering, and math) industries overall, women make up just 24% of the workforce in the U.S. and less than 15% in the U.K.

Gender bias in the workplace

While most executives agree that the best person—regardless of gender—should get the job, the stories of women finding more success with a male or gender-neutral name on their CV demonstrates that unconscious bias still exists.

The women who are in or want to position themselves for leadership roles often feel they come under particular scrutiny. Where men may be encouraged to be ambitious or assertive, women are programed from a young age not to be “bossy”. Underlying gender bias means the same behavior and characteristics—initiative, passion, and taking charge—can be interpreted differently in men and women in the workplace.

Women are less successful when it comes to salary negotiation

Women’s own reluctance ask for higher pay is often cited as a factor behind the gender pay gap. When Glassdoor did a recent survey on salary negotiation, it found that 68% of women accepted the salary they were offered, while nearly half of the men surveyed negotiated before accepting a role. It also revealed that when women did try to negotiate their starting salary, the outcome was generally less favorable.

Challenging the notion that women don’t ask for raises, a 2016 study from Cass Business School, the University of Warwick, and the University of Wisconsin, found that women are equally as likely as men to ask for a wage increase. But they’re also 25% less likely to get one.

It’s almost an accepted truth that men have a better sense of self-belief when positioning themselves for leadership roles or negotiating pay. Even highly successful women suffer from “imposter syndrome”, feeling inadequate and underestimating their worth. Women believing in their own value and demanding a salary that reflects it is an important step in closing the wage gap, while greater pay transparency can also help to level the playing field.

Opportunities for women in business

Gender equality and inclusivity becoming policy

For many of forward-thinking organizations, gender equality is becoming a matter of policy, whether it’s committing to equal representation of women in the boardroom or hiring diversity officers.

Discouraging and circumventing bias through hiring policy can help organizations to reap the benefits of balance and equality. Rather than political correctness or buzzwords, if diversity, inclusiveness, and gender equality become policy and are embedded in business strategy, businesses thrive.

Making a commitment to things like equitable gender representation, inclusive company culture, and work-life balance—including maternity and paternity benefits—also help organizations to attract top talent. These are a few reasons why companies like Salesforce, General Electric, and Deloitte are cited as excellent places for both women and men to work.

Entrepreneurship as the path to leadership

For a growing number of women, the fastest route to the c-suite is launching their own business. In the United States, the number women-owned businesses have increased 74% over the past 20 years—1.5 times the national average. Today’s start-up culture empowers women to be their own boss and pay their own salary, defining how they want to work and making the balance of career and family life easier. Entrepreneurship presents a path for women to close the pay gap and rise to leadership positions, on their own terms.

Running their own company also offers the opportunity for women to collaborate with and hire other ambitious, like-minded women, fostering a new generation of women in leadership roles.

Strengthening credentials with a business degree

To stand out in a competitive job market, many women hone the knowledge and expertise they need through a business degree. The number of women enrolling in business school is steadily on the rise. Whether it’s undergraduate study, an MBA, EMBA, or Masters degree, business school offers a valuable platform for women to become subject-matter experts, practice leadership skills, and gain the confidence they need to step into the boardroom.