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The Best Marketers Experiment Every Day

| Nikita Bykadarov

How do marketers stand out, when so many dollars are chasing the same consumers? There’s still too much uncertainty about what channels work for which messages. To get the most out of each channel, experiment. Constantly test different messages, landing pages and designs to learn what works to inform your tactics.

Large Brands Going DTC, But Hurdles Remain

| Jimmy Duvall

On the surface DTC seems like a no-brainer: Cut out the middleman, increase margins, gain customer insights in an increasingly crowded retail marketplace. However, this pivot will still be difficult for larger brands. Let’s take a look at some of the roadblocks and lessons retailers can learn from those who have been successful. 

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Amazon vs. Shopify: Keep an Eye on the Battle

| Rafael Lourenco

There’s a behind-the-scenes battle going on between Amazon and Shopify that has big implications for merchants. Amazon now owns a technology that could help it compete directly. Here’s why the rivalry matters to online merchants, and how understanding it can help you select the right ecommerce channels for your goals.

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Can You Be Too Omnichannel? Finding the Balance in Your Marketing Efforts

| Craig Witt

In the marketing world, the term omnichannel is pervasive and meant to describe efforts by companies to diversify and broaden the tools, channels and platforms they use to reach their audiences. After all, digitally-connected consumers today are using email, social media, websites and a wide variety of media formats to communicate with each other and stay in touch with the brands and businesses they care about.

How to Beat Counterfeits and Police Your Brand

| Kathleen Egan

The risk of brand degradation is nothing new (fake Coach purse, anyone?). But brand degradation against price transparency, access to goods, manufacturing capabilities, dissolving of geographical boundaries and shipping innovations, and you’ll see the risk has increased dramatically. Here is what you should do as brand degradation gets worse.