Business of Fashion: How to Advertise In a Digital Age

A lot of online retail publications require a paid subscription, but I highly suggest that everyone in our class sign up for the Business of Fashion. Through Columbia (and the Retail Luxury Goods Club) all students with a CBS email are eligible for a free subscription to the daily newsletter. (I think it is normally about $20 a month, so a savings of $240 per year!)

A couple times a week a full feature article is published that goes deeper than the latest headlines. Two days ago an article titled "How to Advertise in the Digital Age" came out- a must-read for students in this class!

Below is brief snippet from the article that I found most relevant based on our latest class discussions:

"Google advertising is usually the next step for brands after Instagram and Facebook, however many brands are starting to move to Amazon search as more consumers go directly to the marketplace to find products.
EMarketer found that search is the “fastest-growing ad format for retail advertisers,” with a projected increase of 22.5 percent to $13.1 billion this year. The research firm predicts Amazon will claim 16 percent of the search advertising market in 2021, from 13 percent today.
Newsletters are another alternative to social media, offering a direct route into potential customers’ inboxes. Matt Scanlan, chief executive of Thakoon and the cashmere brand Naadam said he considers The Skimm, a subscription-only newsletter aimed at Millenial women, and Morning Brew newsletters as well as podcasts and search for his advertising mix, alongside Instagram and Facebook."

Food for thought as we review our digital marketing options for our start-up companies.