With over 5B people online each day, it’s safe to say that digital marketing is crucial for any business. E-commerce, however, is a crowded space, one where consumers have the advantage: they are in complete control of what they look at and for how long. How can brands grab and keep their attention? Digital marketing maven Dario Markovic, who is the CEO of luxury accessories brand Eric Javits, gives four suggestions based on his own success in bringing his company to online fashion enthusiasts around the world.
1. Put your product first, technology second.
“First, no matter how incredible tech gets or how awesome the Metaverse may be, digital marketing is about your product,” says Markovic. “It basically comes down to this: all the gadgets and tools in the world can’t make up for a so-so idea. Finetune your product, then go to technology to market it online.”
Markovic adds that when he first came to Eric Javits, the company was near bankruptcy. It was his job to use digital marketing to turn its fortunes around. “I was able to do that not just because I knew e-commerce but because the Eric Javits line was stellar. Digital marketing brought out its elegance and high quality and gave it the engine it needed,” he explains.
2. Remember that although the Internet allows you to reach millions of people, your customer base is actually much smaller.
Often, a business owner may forget that while the Internet can connect them with customers around the world, that doesn’t mean their market is actually that big.
“Why does that matter?” Markovic asks. “Well, it’s about where you put your energy and resources. Focus on your demographics, which still define your ideal customer no matter where they might live. Yes, digital marketing can open up international markets, but if you try to appeal to everyone, you will actually waste your time and efforts.”
As an example, he refers to Eric Javits’ new stores that have opened in Seoul and Busan in South Korea. The brand was able to successfully penetrate Asia’s luxury fashion market because Markovic remained laser-focused on their ideal customers: those who are attracted to casual luxury and high-quality hats, shoes, and purses.
3. Incorporate your company’s full story, which may go back decades.
“The basics of marketing still apply even in the age of virtual reality,” says Markovic. “Use digital tools to tell your brand’s unique story in a new way. At Eric Javits, we remain grounded in our roots, which go all the way back to 1995, when the Squishee® hat reinvented an entire industry. Everything we do today flows from that moment, and we bring that rich history into our digital marketing plans.”
4. Make today’s technology a vital part of each product’s digital marketing plan.
Whether you have one product or dozens, each one must be strategically presented to consumers so that its value is emphasized. Artificial intelligence, analytics, algorithms, and virtual reality can all be leveraged to increase a product’s appeal.
“Each day, new products come across my desk, and it’s my job to create digital marketing plans that capture the interest of global consumers,” Markovic states. “I’ve got a lot of cutting-edge tools to do that, but I can’t just use all of them at once. What works for a pair of shoes won’t always work for a sun hat, so I have to be selective in order to be effective.”
The takeaway for digital marketers who are trying to break through the noise of Internet traffic
Successfully bringing a brand to online consumers comes down to three factors: staying true to the basics of marketing, putting your product first, and leveraging today’s tech to enhance each digital marketing strategy.
“After that, it’s really a matter of hard work and consistency,” Markovic thinks. “Remember to be fearless and to innovate new strategies. It’s true what everyone says: don’t be afraid to fall, and when you do, get up. Successful digital marketing is about learning as you go, celebrating your achievements, and building off your successes until the day comes when your brand is all around the globe.”
Learn more about Dario Markovic on LinkedIn: https://www.linkedin.com/in/dario-markovic-2a326aa9/
