It means that\u2026<\/p>\n\n\n
E-commerce will grow<\/h3>\n\n\n
Online shopping is one of the most popular internet activities worldwide today. According to eMarketer<\/a>, in 2020, retail e-commerce sales worldwide amounted to 4.28 trillion US dollars and e-retail revenues are projected to grow to 5.42 trillion US dollars in 2022. <\/p>\n\n\n\n The upward trend applies not only to the United States. <\/p>\n\n\n\n People around the entire world have fallen in love with purchasing goods, services, or content online. What are the reasons for rising the number of digital buyers?<\/p>\n\n\n\n As a customer who orders clothes, tech products, books, courses, or other goods via the Internet, you probably notice these benefits. When you stand on the other side as a salesperson, you have to remember that despite the above advantages of online shopping over traditional, these two processes are, in many aspects, similar to each other.<\/p>\n\n\n\n Running a shop, no matter if it is a traditional stand or an online store, always requires properly prepared sales funnels, and a number of strategic, marketing, and advertising actions, such as SEO activities, paid advertisements, active profiles on social media channels, or building a mailing base.<\/span><\/p>\n\n\n\n Regardless of the type of store, the sale isn’t linear.<\/span> \u201cI<\/span> see the product for the first time and buy it immediately\u201d \u2013 it doesn\u2019t work like that. The customer has to compare a few items and prices, read the reviews, see what the competition offers. This is a normal purchasing process.<\/span><\/p>\n\n\n\n To be effective in the digital sphere entrepreneurs must have an efficient content marketing strategy that shortens the conversion process.<\/b><\/span><\/span><\/p>\n\n\n\n The thing is customers don’t need help to find a product online. They need help to sort through the endless internet resources full of stuff they could buy at any time.<\/span><\/p>\n\n\n\n We know a great way to do that.<\/span><\/p>\n\n\n\n Well-prepared content which is adjusted to the target group has endless possibilities. That\u2019s why more and more e-commerce brands are starting to run their own digital magazines.<\/span><\/p>\n\n\n\n Researches<\/span><\/a> conducted in Germany show that 93 percent of the largest online local retailers have a digital corporate magazine. It means 28 of the 30 biggest online stores have at least one company publication. <\/span><\/p>\n\n\n\n One of the factors of such popularity of digital magazines is the ease of preparation and distribution of this type of publication. The availability and universality of publishing platforms meant that modern publishing is not necessarily connected to preparing paper issues, printing, storage, local distribution, reprinting, and all this confusion.<\/p>\n\n\n\n Magazine publishing in the digital dimension is less complicated, faster, and cheaper than print.<\/strong><\/p>\n\n\n\n Any proof?<\/p>\n\n\n\n If you want to establish your own online e-kiosk including magazine issues or have a mobile app which is the equivalent of a digital magazine with a purchase option, the only thing you need is a PDF file with your publication. <\/p>\n\n\n\n This is how we work at PressPad. Making digital publishing<\/a> as easy as it\u2019s possible has always been our motto.<\/strong><\/p>\n\n\n\n Our customers upload their publications in PDF format to their PressPad accounts thanks to easy to use control panel. Then we create a digital flipbook e-kiosk or\/and digital print replica app. There\u2019s also a possibility to start with a dedicated demo. <\/p>\n\n\n\n After that, the publishers can manage digital publications on their own: upload new issues, set prices, etc.<\/p>\n\n\n\n This ease and accessibility allow many brands, including e-commerce, to create in-house magazines which are the single best format to connect content with products. Businesses that are specifically not publishers are using digital magazines to generate brand engagement and customer loyalty.<\/p>\n\n\n\n This is just the beginning of the benefits.<\/p>\n\n\n It is hard to imagine any business today without active social media accounts, online advertising, campaigns, cooperation with influencers, newsletters, mobile apps, etc. Of course, all of these marketing activities have a purpose \u2013 promotion of products and companies, tightening the relationship with customers, informing about the brand’s news.<\/p>\n\n\n\n While digital magazines also play the same roles, they come with a kind of class and the style of prestige that may not necessarily be associated with blogs or Facebook posts. Publishing a magazine is pretty special.<\/p>\n\n\n\n The magazines published by the non-publishers brands are nothing new. Traditional stores have published printed magazines for years. Along with the transfer of trade into the digital sphere, there was a need to do the same with magazines.<\/p>\n\n\n\n There was now an emerging new market out there that combines publishing (content) and products (commerce), called \u201dcontent commerce”. It is nothing but content marketing in a different form.<\/p>\n\n\n While we have already mentioned a few general reasons, the topic requires a bit more analysis. The list of arguments (below) is not exhaustive, although largely answers the question of why entrepreneurs decide to create their own digital magazines.<\/p>\n\n\n\n Magazines are a way for brands to market products by providing rich, relevant content that offers value to a targeted audience. The goal isn’t direct selling but inspiring readers, keeping them up-to-date, recommending products, and helping customers make good choices.<\/p>\n\n\n\n The perfect digital magazine keeps customers enthusiastic about the brand and the lifestyles associated with the products and services the company offers.<\/p>\n\n\n\n How to make a product sold while there are many similar items available on the internet? Wrap it in an emotional story adding great photos.<\/p>\n\n\n\n It\u2019s not a secret that we all buy stories and emotions instead of products today. Digital magazines are the best tools to build product stories that as the result instill in the minds of future customers’ thoughts about the product.<\/p>\n\n\n\n E-commerce companies can increase brand loyalty by providing a connection to their ideal, targeted customers, giving them high-quality content that\u2019s relevant, engaging, and inspiring.<\/p>\n\n\n\n Digital magazines can be the representation of brands’ businesses, enabling them to strengthen their bond with customers. Creating your own digital magazine can definitely help your online store to get loyal, returning customers.<\/p>\n\n\n\n You only need a PDF file to create a high-quality editorial magazine with enticing visuals or shoppable videos that attract readers. Preparing a digital magazine for e-commerce isn\u2019t starting from scratch \u2013 you\u2019ve already had many materials, and\u2026 customer data to use.<\/p>\n\n\n\n Digital magazines open up a completely new revenue stream potential thanks to the possibilities of click-to-view, click-to-buy, and click-to-share interactions, and ultimately, get a clearer view of conversion data.<\/p>\n\n\n\n In fact, one click on the product in the magazine leads the reader to an e-commerce website and purchases. Such a combination is something that traditional commerce and print publishing simply does not offer.<\/p>\n\n\n\n Brand magazines\u2019 goal is not to compete with traditional publications. However, the best of them are raising the bar, offering quality editorial content and artful design that can inspire and improve the industry. Publishing digital magazine independently prepares brands for the future and puts them in the role of specialists.<\/p>\n\n\n\n All right, all right, enough with the theories. It\u2019s time to see how it looks like in practice.<\/p>\n\n\n\n Here\u2019re some case studies of well-known brands you probably heard about. All of them have a great e-commerce strategy that is based on content diversification. Let’s take a closer look at their digital magazines.<\/p>\n\n\n\n Example 1.<\/span><\/strong><\/p>\n\n\n\n Name: <\/strong>Huckberry<\/p>\n\n\n\n Website:<\/strong> www.huckberry.com<\/a><\/p>\n\n\n\n What they do? <\/strong><\/p>\n\n\n\n According to Men\u2019s Journal, \u201cHuckberry is where man should shop online.\u201d Men\u2019s Health claims that \u201cHuckberry delivers stylish and durable clothing you\u2019ll want to live in\u201d.<\/p>\n\n\n\n One way or the other, Huckberry is an independent online retailer offering a wide range of products for men. They sell something more than clothes, kitchen tools or, gears \u2013 they sell\u2026 lifestyle.<\/p>\n\n\n\n As they say<\/a>, \u201cwe envisioned a brand that was equal parts store, magazine, and inspiration to help guys suck the marrow out of life.\u201d<\/p>\n\n\n\n About their digital magazine:<\/strong><\/p>\n\n\n\n When you enter their main page and click on the category \u201cJournal\u201d, you move from catalog products to inspirational content divided into a few sections like adventure, diversions, style, wellness, etc. This is one of the examples of how Huckberry uses content marketing to get readers to their site. Alongside product descriptions, their digital magazine includes articles about traveling, DIY tips, cocktail recipes, and interviews with influential men.<\/p>\n\n\n\n What\u2019s important, their social media channels are used more for promoting these stories than presenting products. Almost every post treats about an article from the journal and links to it.<\/p>\n\n\n\n If you don\u2019t want to miss new stories, sign up for their newsletter. In addition to reviewing their products, you will also receive a summary of fresh content by e-mail. <\/p>\n\n\n\n \u201cHuckberry turns its travels and product tests into content for its email newsletter, which goes out to more than 1 million readers three times a week. Some 20% to 30% of them open it to browse through its journal entries, music recommendations and product promotions, and Huckberry sees a spike in sales as that happens. It\u2019s definitely our most profitable channel.\u201d \u2013 Ben O\u2019Meara<\/a>, head of marketing, says.<\/p><\/blockquote>\n\n\n\n The key to success: <\/strong>connection strong content strategy with the creation of a special lifestyle. <\/p>\n\n\n\n Huckberry uses storytelling to build a community of customers who share their passion for outdoor living. All their sources \u2013 website, newsletter, journal, social profiles \u2013 are filled in content related to adventure and wonder of the outdoors. Their Journal is not about selling; it\u2019s about fostering these authentic connections with customers.<\/p>\n\n\n\n Example 2.<\/span><\/strong><\/p>\n\n\n\n Name: <\/strong>Red Bull<\/p>\n\n\n\n Website: <\/strong>www.redbull.com<\/a><\/p>\n\n\n\n What they do? <\/strong><\/p>\n\n\n\n Is there anyone who has never heard about them? “Red Bull gives you wings\u201d is one of the most known advertising slogans.<\/p>\n\n\n\n Besides creating the best-selling energy drink in the world, Red Bull is engaged in different art programs and sports events. They are like a multiorganization: beverage brand, media company, event operator, team owner, marketing agency, rights distributor. Their e-commerce business offers clothes and accessories for men, women, and youth.<\/p>\n\n\n\n About their digital magazine: <\/strong><\/p>\n\n\n\n They\u2019ve been publishing an international lifestyle magazine called The Red Bulletin since 2005. It features sports, culture, music, nightlife, entrepreneurship, and lifestyle stories that inspire, entertain, and empower their audience. <\/p>\n\n\n\n In addition to a lot of free stories in a magazine type published on the website, they sell a print magazine, and… offer mobile magazine app.<\/p>\n\n\n\n What\u2019s their goal?<\/p>\n\n\n\n \u201cThe launch of redbulletin.com not only allows us to expand reader accessibility to a full range of platforms worldwide, it also offers media partners new possibilities for their commercial campaigns \u2013 from singular advertising initiatives to an individually designed full-package-integration on social, print, mobile and online channels.\u201d \u2013 Wolfgang Winger<\/a>, general manager of Red Bull Media House Publishing, says. <\/p><\/blockquote>\n\n\n\n The key to success: <\/strong>cohesion. <\/p>\n\n\n\n When we look at the all actions Red Bull does, we can get the impression that they are inconsistent and the brand conducts its strategies in too many ways. However, each of their activity embodies their values. So do their magazines \u2013 by representing Red Bull’s lifestyle, they attract readers\/customers who share these values.<\/p>\n\n\n\n Example 3.<\/span><\/strong><\/p>\n\n\n\n Name: <\/strong>Net-a-Porter<\/p>\n\n\n\n Website: <\/strong>www.net-a-porter.com<\/a><\/p>\n\n\n\n What they do?<\/strong><\/p>\n\n\n\n Net-a-Porter is an e-commerce luxury fashion brand dedicated to women founded in 2000. The online shop is full of clothes, beauty, and lifestyle accessories from over 800 of the world’s most coveted brands. <\/p>\n\n\n\n As they say<\/a>, “we deliver incredible fashion for incredible women”.<\/p>\n\n\n\n About their digital magazine: <\/strong><\/p>\n\n\n\n Their strategy is performed in a twin-track approach: in print and in digital. Alongside the weekly luxury online magazines, they publish print publications which play an integral part in the wider business strategy. <\/p>\n\n\n\n Porter magazine offers more than 300 pages of high-end fashion content, intended to support Net-a-Porter\u2019s shoppable digital magazine. <\/p>\n\n\n\n On their Facebook profile we can read: <\/p>\n\n\n\n \u201cCombining the intimacy of the printed page with the instant gratification technology allows, PORTER delivers an authoritative global point of view and a bespoke curation of fashion, beauty, travel and culture in one luxurious glossy package, brought to life by an innovative digital edition\u201d.<\/p><\/blockquote>\n\n\n\n The key to success: <\/strong>print and digital cooperation. <\/p>\n\n\n\n Net-a-Porter is a place where e-commerce connects with both print and digital publications. It merges physical experience with the digital world through publishing. <\/p>\n\n\n \u2013 \u201dYou\u2019ve shown us three well-known brands! No wonder they are doing great!\u201d \u2013 you may say.<\/p>\n\n\n\n Digital magazine publishing is a strategy for any type of business, no matter what they sell and how big they are. Wouldn’t it be a good idea to create a culinary magazine when selling kitchen accessories? Or an interior magazine for the furniture store? Well, there\u2019s one Sweden shop which does it successfully.<\/p>\n\n\n\n The above three examples we gave you have a lot in common when it comes to the approach to creating content. There are some other universal rules they follow.<\/p>\n\n\n\n None of our examples offers their e-commerce products directly, neither in a magazine, nor on social media channels, and if so, such content constitutes a definite minority of the whole. <\/p>\n\n\n\n What distinguishes the most successful e-commerce digital magazines from others is their content which is not aimed at selling, at least not directly. They aren’t a catalog full of products rather a place to tell a story surrounding them. Most part of the content includes stories and interviews engaging readers. These are compelling, valuable content focused on the brand\u2019s customers; it’s much more than disguised advertising.<\/p>\n\n\n\n \u201cBrand magazines aren\u2019t out to compete with traditional publications. But the best of them are raising the bar, offering quality editorial content and artful design that can inspire and improve the industry.\u201d \u2013 Susan Parente<\/a>, publications marketer, says.<\/p><\/blockquote>\n\n\n\n Digital magazines should be not only interesting for the audience, but also suitable for the channel\/device through which they will be received.<\/p>\n\n\n\n Each of the above-mentioned magazines gives customers a little bit of luxury feel, thanks to which they are a member of some elite group. The same mechanisms are conducive to building a monetization strategy based on a subscription model.<\/p>\n\n\n\n Successful e-commerce is not based on selling products but on selling a lifestyle. The goal is to reach people who share the same values as the brand \u2013 digital magazine needs to embody them. Together with great visual design, and photo-heavy stories, it performs well.<\/p>\n\n\n\n Why not use them?<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/www.presspadapp.com\/blog\/wp-content\/uploads\/retail-e-commerce-worldwide.png?resize=718%2C475&ssl=1\")
Every shop requires digital marketing<\/h3>\n\n\n\n
Digital magazine is multifunctional<\/span><\/h3>\n\n\n\n
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The role of digital magazine in e-commerce<\/h2>\n\n\n
Why do e-commerce stores publish digital magazines?<\/h3>\n\n\n
Brand digital magazine \u2013 who\u2019s doing it right?<\/h2>\n\n\n\n
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What is the recipe for success?<\/h2>\n\n\n