Emerging technologies make it possible to move segmentation and personalization models beyond marketing personas to distinct, individual customer profiles. The ability to collect customer information — and organize it (i.e.,... Read More »
Keywords are an important building block for ecommerce marketing. Developing and maintaining a keyword list may help an ecommerce business understand shoppers and do a better job of marketing to... Read More »
Valentine's Day dominates the retail calendar in February, driving more than $18 billion in consumer purchases in the United States alone, including, by some accounts, $5.4 billion in ecommerce sales.... Read More »
From demonstrating intricate products in real-time to broadcasting webinars and conferences, live streaming is a natural progression of an ecommerce business's video marketing. It is an important tool for engaging... Read More »
Purchases made with stolen payment cards cost the ecommerce industry billions of dollars a year worldwide. But, in at least some cases, merchants could have avoided losses had they recognized... Read More »
How should your business optimize for voice search? The answer may be that the search engine optimization community doesn’t really know yet.
In fact, perhaps the best thing your marketing department... Read More »
Changes in shopper behavior, improvements in technology, and pricing policies meant to “protect” small, brick-and-mortar retailers all represent significant challenges to mid-market ecommerce and mid-market omnichannel retail businesses in 2018.
These... Read More »
Customer reviews may boost ecommerce conversion rates and make product pages more findable on search engines.
Combine this fact — that reviews improve search engine optimization and conversions — with the... Read More »
The beginning of a year represents new opportunities for content marketers. In January, help potential customers get started on their new hobbies and activities, celebrate one of the greatest Americans,... Read More »
The line, if there is one, between content marketing and publishing will continue to blur in 2018, as businesses produce high-quality articles, books, and broadcasts to attract, engage, and retain... Read More »
New techniques, technologies, and user behaviors drive ecommerce website and application design every year. In 2018, expect ecommerce sites to employ the CSS Grid Layout, use mobile-friendly full-screen modal windows,... Read More »
Coupon or discount codes your customers enter during the ecommerce checkout process can help your business monitor and measure marketing and advertising effectiveness and make better promotional decisions.
For a professional... Read More »
Lessons learned from opening a brick-and-mortar retail store may apply to online merchants, providing insights about promoting products, driving sales, and engaging shoppers.
On November 9 through 11, 2017, I helped... Read More »
The competition for Black Friday and Cyber Monday sales is stiff. Online sellers — from the smallest garaged-based startup right up through Amazon — are sending email messages, buying pay-per-click... Read More »
From curated wish lists to telling your company’s story, December 2017 offers content marketers many opportunities to connect with shoppers.
Content marketing is the act of creating, publishing, and distributing articles,... Read More »
Manufacturers and distributors that supply mid-market and enterprise retail businesses will sometimes pay those retailers to place ads alongside content as part of a cooperative advertising program. The secret to... Read More »
Development frameworks such as PhoneGap and, more recently, React Native make it significantly easier for retail businesses to build and deploy mobile applications for consumers and internal teams.
Radio-frequency identification readers... Read More »
Complex products and long buying cycles make search engine optimization for B2B sites different than for B2C.
The difference, however, is not in the specific techniques, but in the way SEO... Read More »
CSS Grid is a two-dimensional layout model that can be combined with CSS media queries to produce complex and responsive website layouts, including layouts for ecommerce stores.
The Internet and the... Read More »
From Thanksgiving how-tos and holiday buying guides to sporting events and odd observances, there are plenty of content topics your business can use in November 2017.
Content marketing is the act... Read More »
The United States Postal Service is a popular shipping solution for American ecommerce businesses. It stacks up well against other carriers in several situations.
The USPS may be particularly effective when... Read More »
There is a subtle art to content marketing, to balance the need to sell products while offering audience-centric, helpful information.
The value of that content must take precedence over short-term product... Read More »
A good marketing plan can include a mixture of tried and true tactics and, also, somewhat unusual or uncommon promotions.
With the 2017 Christmas shopping season closing in, your marketing department... Read More »
During the 2017 holiday shopping season, expect weather, mobile commerce, and self-gifting to contribute to an 18 percent growth in U.S. digital retail sales.
For the last few years, I have... Read More »
Ten or 15 years ago many of the companies selling goods and services online would have described their ecommerce software as a “shopping cart.” Now, changes in software development could... Read More »
Ecommerce businesses, like all businesses, have tasks or jobs that need to be done. Organizing tasks into priorities may help ecommerce owners and managers improve how their companies operate and... Read More »
When online sellers step out of the office or warehouse to set up shop at a sporting event, a fair, or a similar show, those businesses have a good opportunity to... Read More »
Even for established retailers with years of experience in one sales channel, providing a seamless shopping experience across multiple channels — brick-and-mortar, online, mobile, and beyond — can be challenging.
Omnichannel retailing... Read More »
Retail competition is stiff and businesses selling simply on price or selection will find themselves in head-to-head competition with massive sellers like Amazon and Walmart.
For many ecommerce businesses, the best... Read More »
In spite of what you may have heard, not every retailer is selling online, not every physical store is closing, and some successful brick-and-mortar shops have real concerns about getting... Read More »