Frustrating, isn’t it? When your e-commerce store records lots of traffic, but still people aren’t clicking on the buy now button. Lots of people report traffic to their website, but for some reason this traffic does not convert to sales. Some even go as far as completing their contact details only to abandon their purchase at the last minute.
The fashion industry is one of the oldest industries in existence, yet it is currently experiencing a renaissance through e-commerce technology. Contrary to the common idea it is at the middle of a crisis, according to the 2014 European Commission’s report, ‘fashion and high-end industries are one of the most vibrant and creative sectors in Europe’. The creativity in this industry does not end with the textiles though – a growing amount of fashion manufacturers and retailers are becoming increasingly creative with e-commerce , creative online stores and social media, ensuring large amount of purchases occur online.
In marketing, the more you know about your customer, the easier you can create products that benefit them and campaigns that engage them in a meaningful way. So when Maximum Media (owners of powerhouse websites Joe.ie , Her.ie, Herfamily.ie and SportsJoe.ie ) announced they had surveyed 20,000 of their Irish readers and would be announcing their findings at A Slice of Ireland, we knew the event was not to be missed. After all:
Today, digital is at the heart of a public relations policy and every brand knows the importance of a well-conducted social media campaign. However, companies are not perfect and can show some weakness in how they conduct business and their communication with the public. A crisis can happen all too easily, and above all can have quick consequences for the brand. Yet, proactive and reactive action can be taken to limit damage to the brand and in some cases even turn the negative publicity around.
What are the top tips to manage a crisis communication based on an online bad publicity?
#1: Provide excellent content
Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them?
