In: Dropshipping|Last Updated:
Marketing vs. Advertising: How Do They Differ?

Most people believe that marketing and advertising are little more than synonyms. After all, they both engage customers, use data to make decisions, and attract new customers through creative strategies. 

But while this definition is partially true, it falls short in many ways.

Not only do marketing and advertising have entirely different approaches, goals, and budgets, they both have unique effects on their intended audience. For example, bad advertising could turn potential clients away from a brand. Bad marketing, on the other hand, may result in haphazard research that complicates future advertising decisions.

Let’s explore the similarities and differences between marketing and advertising, including a walkthrough of their definitions and formats.

Start selling online now with Shopify

Start your free trial

Defining marketing

Marketing comprises tactics that locate, engage, and retain customers. It’s sometimes considered an umbrella term that nests multiple business processes under a single department. For example, social media, content marketing, and market research all come under marketing.

Marketing takes a relational approach to customer retention. Rather than capturing one-time leads for a single sale, marketing works to nourish and retain relationships through strong brand interactions, a great customer experience, and positive customer service. 

Major types

…
Read More

In: Retailing Tips|Last Updated:
Micro Health And Wellness Trends Consumers Are Melting For: How To Drive Sales This Summer

If you’re reading this wearing sweatpants, make-up free, with unbrushed hair, you’re not alone.

But with people starting to leave their homes more last year, the overall consumer health industry grew by 4% in 2021, according to Euromonitor International.

So, what’s driving sales of health and wellness products?

Multi-use products

Hybrid products mean consumers buy less but feel they’re getting more. Avon’s Anew Revival Serum has added AHAs; and Charlotte Tilbury’s Multi Miracle Glow Balm functions as a cleanser, overnight mask, and face and body balm/moisturizer. If only it did the laundry too.

Then there’s Olay’s 7-in-One Moisturizer which smooths fine lines and wrinkles, hydrates, evens skin tone, evens the skin’s texture, brightens, reduces age spots, and replenishes moisture. 

With inflation hitting everyone hard, manufacturers are focusing on adding value to their products.

Personalization

Today’s consumers don’t want a generic product, they want a product for them. 

According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey in 2021, 51% of respondents stated they want products and services that are uniquely tailored to them.

Companies doing a good job at homing in on each individual consumer include Roman (for men, offering personalized treatments for everything from hair loss to erectile …

Read More

In: Retailing Tips|Last Updated:

The global inflation crisis goes from bad to worse. War in Ukraine, lockdowns in China, and COVID-19-related supply chain disruption continue to cause problems, sending prices spiraling all around the world.

In the U.S., the annual inflation rate hit 8.6% in May, the highest level seen since 1981, prompting the U.S. Federal Reserve to raise interest rates for the third time this year, by 0.75 percentage points. In Europe, U.K. inflation is expected to hit 11% by autumn, while the eurozone has seen price rises hit 8.1%, the highest level seen since the launch of the euro. On the other side of the world, inflation is heading towards 7% in both Australia and New Zealand.

Consumer-facing businesses such as consumer packaged goods (CPG) suppliers and retailers are finding it difficult to cope with surging inflation. Their own costs are rising rapidly, with inflation running particularly high in staple ingredients – wheat prices, for example, have doubled this year. But they are nervous about passing on too much cost to customers, for whom a cost-of-living crisis is rapidly intensifying.

CPG businesses and retailers are already seeing consumers taking action in the face of soaring prices. In particular, we are seeing a …

Read More

In: Dropshipping|Last Updated:
How to Avoid Burnout: A Guide for Entrepreneurs

Any entrepreneur can tell you that the secret of success is sacrifice. Hard work simply comes with the territory—including some very long hours.

Today, small business owners work far above the national average. Roughly one in three work more than 50 hours per week. One in five work 60 hours or more. In all cases, small businesses were found to work twice as hard as traditional employees.

But entrepreneurs are people, too. Despite their intense work ethic and superhuman endurance, nonstop work can’t go on forever. There’s always a breaking point, often manifesting with a devastating consequence: burnout.

Burnout affects the entrepreneur in a number of ways. A whopping 42% of all entrepreneurs report feeling burned out over the past year, a number that is expected only to grow. This number is much greater for minority-owned businesses, with 62% of respondents reporting burnout. Worse, 53% of all those surveyed report burnout as having a negative effect on their business. 

It’s clear that burnout doesn’t just negatively affect the mind. Once it becomes severe enough, it can have serious consequences on the health and success of your business. 

Let’s explore the working definition of burnout from an entrepreneurial perspective, …

Read More

In: Retailing Tips|Last Updated:
Four LGBTQ-Owned Brands to Shop and Support on RangeMe

This June, we’re celebrating Pride Month by spotlighting LGBTQIA-owned brands on RangeMe. Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) Pride Month is celebrated in June to honor the 1969 Stonewall Uprising in Manhattan. Supporting and shopping queer-owned brands and retailers is one way to counteract the disproportionate platform granted to non-minority-owned businesses. There are countless LGBTQ-owned businesses that you can support during and beyond Pride Month. 

Ahead are four LGBTQ-owned brands with innovative products and inspiring stories! Read on to hear how being part of a diverse community has supported their business goals. 

Apothecary by Dr Botanicals

Apothecary by Dr BotanicalsApothecary by Dr Botanicals Apothecary by Dr BotanicalsFounder, Richard Walker Apothecary by Dr BotanicalsPride Lemon-butter campaign Apothecary by Dr BotanicalsPride Lemon-butter campaign

Apothecary by Dr Botanicals is an indie beauty brand from London, formulating natural and vegan ingredients to create skincare products. Dr Botanicals was founded by Richard Walker, who was greatly inspired by his father, a chemist responsible for constructing a new treatment of plant botanicals in 1958. As a trusted natural botanicals brand, they insist on NO parabens, NO harmful preservations, and NO animal testing. 

“Dr Botanicals Skincare is fabulously proud to be gay-owned and -operated,” emphasizes Walker. “We love the LGBTQ+ community, which embraces respect, community, and individuality.” Dr …

Read More

In: Dropshipping|Last Updated:

Instagram Stories play a huge role in the life of social media users. Stories keep us updated on the lives of our loved ones, our peers, and our idols. They deliver interesting information, hilarious antics, and important updates.

That’s why Instagram Story ads can be a powerful tool for your business. You can slide right in with the Stories your audience wants to see. And because Instagram Story Ads look so similar to organic Stories, they see high levels of views and engagement.

This article is your jump start into the world of the Story ad. You’ll learn how to craft ads that capture your audience’s attention, immerse them into your world, and most importantly—make them want to learn more about your brand.

Start selling online now with Shopify

Start your free trial

What are Instagram Story ads?

Instagram Story ads are vertical, full-screen ads marketers can place in Instagram Stories. They’re almost identical to organic Stories (which are also full-screen and vertical), except for the “Sponsored” text that appears below Story ads. Campaign objectives for Story ads include reach, conversions, and brand awareness.

Instagram allows you to choose from photos, videos, and a carousel to format your Story ads. …

Read More