To get ahead, brands need a marketing edge that isn't purely paid. If you're counting on advertising to make sales, it takes a ton of cash to cover any particular market. I'm talking the same outlay as big newspaper ads or highway billboards. That's an easy way to get into trouble. If you shell out money better spent on other things, you'll eventually hurt the business.
At the e-commerce agency I run, my successful clients have gotten past reliance on advertising. They've done that by creating a following in other ways, which boosts their reputation and lets them use their ad dollars more effectively.
Think you can still stand up a Shopify site, run some Google or Facebook ads and build a viable business? Good luck with that today. Calling the digital retail market fiercely competitive is an understatement.
I'm seeing brands take a more targeted approach by localizing their marketing efforts to build relationships. The game plan: Choose a city or region, then literally hit the streets to supplement your online presence with real-life interaction.
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