Digital Marketing Minute Week of April 17

Every week we share trends and articles on digital marketing. Posted on Monday, April 17 in Increasing Sales.

Quality Drives Decisions to Buy Local

MarketingCharts

A majority of US adults claim to buy local at least half the time (59%) they shop for products, and one-quarter say they buy local most or all of the time, according to an AYTM survey of 1,000 US respondents.

Perceived quality of goods was the top reason for choosing to shop local (70%), followed by convenience (51%) and economic impact (50%). Of note, economic impact seems to be of greater importance than environmental impact.

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On Holacracy, Customer Service and ‘Zappos Anything’

Andria Cheng | eMarketer

Ask Zappos CEO Tony Hsieh, who pioneered the free two-way shipping concept that now is the industry norm, about where retail is going next, he refers you to other company executives to talk about those things.

It’s not because he’s tuned out. Rather, Hsieh’s vision for Zappos goes way beyond ecommerce.

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Five Steps to Successful Audience Targeting in Online Ad Campaigns

Michael Benjamin | MarketingProfs

Marketers today face many challenges, no matter their industry. With competition coming from all angles and unshakable consumer "ad blindness," brands must find ways to reach niche audiences with the right messaging at the right time.

Audience targeting is synonymous with online advertising today. If you aren't sending your message to a specific audience, you are "spraying and praying"—a technique that works well if you have an unlimited budget and no one to answer to for campaign performance.

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