Category

Marketing & Advertising

The marketing of an ecommerce business is paramount to its success. Our coverage includes insights on email marketing, content marketing, pay-per-click advertising, social media marketing — Facebook, Twitter, Instagram, Pinterest — affiliate marketing, video advertising, and much more.

Content Marketing | Email & Text Marketing | Google Ads | Influencers & Affiliates | Social Media

Content Marketing
5 Content Marketing Ideas for October 2021

September 1, 2021 • Armando Roggio

In October 2021, your content marketing could feature product-focused tutorials, storytelling, and annual observances, such as a little holiday called Halloween. Content is an integral part of ecommerce marketing.
Email & Text Marketing
5 Ways Apple’s Email Privacy Impacts Marketing

August 30, 2021 • Armando Roggio

As early as September 2021, Apple's mobile email apps may hide a recipient's internet protocol address, making it difficult or impossible to measure open rates and track user behavior.
Marketing & Advertising
Quora and Reddit: Dos and Don’ts for Ecommerce Marketers

August 29, 2021 • Kaleena Stroud

Quora and Reddit provide opportunities for merchants to engage with prospects while demonstrating expertise. I'll offer tips for using both platforms in this post.
Marketing & Advertising
How to Start a Successful Podcast for Ecommerce

August 22, 2021 • Armando Roggio

A podcast can help with customer acquisition and retention. It can provide reusable content. And it's one of the simplest ways to launch content marketing. As with any marketing effort, podcasting is a process to be planned and executed, starting with clear objectives.
Email & Text Marketing
The Essentials of High-performing Emails

August 19, 2021 • Carolyn Nye

Creative content is the cornerstone of a successful email campaign, driving opens, clicks, and purchases. In this post, I'll review the essential creative components of high-performing campaigns.
Social Media
Shopper Privacy Could Boost Contextual Ad Targeting

August 19, 2021 • Armando Roggio

Consumer privacy concerns could prompt advertisers to find alternatives to tracking-and-behavior-based ads, giving contextual targeting a boost. Contextual targeting is not new, although it's becoming more sophisticated. It is based on a tried and true concept: Place your ad next to relevant content.
Content Marketing
15 Tools to Protect Content from Theft, Plagiarism

August 17, 2021 • Sig Ueland

If you publish original content on the web, there’s a good chance you’ve encountered pirates stealing and reposting your text, images, or video. Here is a list of tools to help protect and defend your original content.
Marketing & Advertising
Lifecycle Marketing in Practice

August 16, 2021 • Armando Roggio

Lifecycle marketing connects a business and its customers, providing the proper communications at the proper time. Done well, it helps retain buyers and provide a better overall shopping experience. Instead of thinking about lifecycle marketing as email or text messages, view it as a relationship.
Influencers & Affiliates
Influencer Marketing, Part 5: Choosing Influencers

August 16, 2021 • Joe Sinkwitz

Choosing an influencer is everything. The right spokesperson can yield big profits. The wrong one can bring disaster. This post is "Part 5" in my influencer marketing series. I've covered what it is, why to use it, setting goals, and picking the right channel. Now it is time to choose influencers.
Google Ads
Breaking Down Google Ads New ‘Strikes’ Policy

August 8, 2021 • Matthew Umbro

Google Ads recently introduced a pilot program to combat repeat policy violations. Beginning in September, advertisers who continually violate ad policies will suffer consequences. The system will use "strikes" to assign penalties.
Content Marketing
5 Content Marketing Ideas for September 2021

August 5, 2021 • Armando Roggio

In September 2021, content marketers can offer courses, suggest gifts, celebrate holidays such as Grandparents’ Day and the Mid-Autumn Festival, or provide how-to help. Content marketing is the act of creating,
Marketing & Advertising
Win More Customers with the SOSTAC Model

August 1, 2021 • Armando Roggio

Developed more than 25 years ago, the SOSTAC framework can help marketers better understand their business, their customers, and the actions needed to grow sales and profits. Digital advertising can seem easy. But a business that grows in complexity and scale often becomes more challenging to market.
Content Marketing
4 Favorite Blogs from Ecommerce Companies

July 27, 2021 • Kaleena Stroud

Publishing a blog on an ecommerce site builds community, creates trust, and gives consumers a reason to return. Sales would likely follow. But online merchants with long-term, quality blogs are rare. What follows are four of my favorites.
Influencers & Affiliates
Influencer Marketing, Part 4: Choosing Social Networks

July 27, 2021 • Joe Sinkwitz

Social networks are the primary channels of influencer marketing campaigns. Knowing who you're trying to influence is the first step in choosing the network.
Social Media
What’s the Future of Social Media Advertising?

July 19, 2021 • Armando Roggio

Many businesses recognize the need for social media advertising. But describing social media ads is a bit like counting raindrops in a thunderstorm. The trends are many, fast-moving, and often gone in a flash. At least one industry practitioner believes social advertising is growing in acceptance despite tracking concerns.
Email & Text Marketing
6 Steps to Prepare Email Marketing for iOS 15

July 19, 2021 • Carolyn Nye

Apple's iOS 15 release this fall will likely change email marketing. Among the updates is the ability for Apple Mail users to load external images privately, thereby blocking email marketing platforms from tracking opens. I addressed the release last month.
Google Ads
Need More from Pay-per-click Ads? Try Planning

July 15, 2021 • Armando Roggio

Pay-per-click advertising is essential for many ecommerce and omnichannel retailers. Google, Facebook, and other ad platforms have made it easy to set up a campaign. PPC success, however, often depends on careful planning and preparation, not rushing out to place ads.
Google Ads
Understanding Dynamic Search Ads in 2021

July 13, 2021 • Matthew Umbro

Ecommerce sites often have hundreds or thousands of product pages. Creating keyword-based ads in Google for each page is laborious and sometimes impractical. That's the purpose of dynamic search ads. Advertisers can tell Google which pages and themes to target on their sites, and Google will dynamically show ads for those targets from relevant search queries.
Email & Text Marketing
275 Free, Responsive Email Templates

July 12, 2021 • Sig Ueland

Whether you’re sending a newsletter, welcome message, product announcement, or holiday greetings, there are plenty of customizable email templates to match your brand and design on any device. Here is a list of responsive email templates.
Content Marketing
5 Content Marketing Ideas for August 2021

July 5, 2021 • Armando Roggio

In August 2021, ecommerce and omnichannel retailers have many topics to choose from for content marketing, including back-to-school shopping guides, informative ebooks, MTV's 40th birthday, presidential jokes, and items with an international flavor.
Email & Text Marketing
Apple’s iOS 15 Could Improve Email Marketing

June 24, 2021 • Armando Roggio

When it's released this fall, Apple's iOS 15 could make capturing some email marketing metrics more difficult, which might improve performance. On June 7, 2021, Apple described some of the new privacy features it would offer in its forthcoming operating systems for the iPhone, iPad, Apple Watch, and Mac computers.
Influencers & Affiliates
Influencer Marketing, Part 3: Setting Goals

June 17, 2021 • Joe Sinkwitz

Now that you know what influencer marketing is and why you as an ecommerce brand should use it, the next step is to create campaign goals before spending your hard-earned budget. The ultimate marketing goal of ecommerce brands is, presumably, acquiring profitable customers. But there are many ways to do that.
Email & Text Marketing
Email Marketers Should Know Subscribers Better

June 16, 2021 • Armando Roggio

How important is email list segmentation? Some leading retail brands and marketplaces are allowing subscribers to opt-out of Father's Day email promotions this year. Etsy, Free Fly Apparel, Tesco, and many others have asked subscribers if they want to receive marketing announcements for Mother's Day or Father's Day.
Email & Text Marketing
Apple’s iOS 15 Will Change Email Marketing

June 15, 2021 • Carolyn Nye

Apple recently unveiled its iOS 15 software, which rolls out this fall. Most of the new features focus on privacy, data tracking, and user security. Two features, "Mail Privacy Protection" and "Hide My Email," will dramatically impact email marketing.
Google Ads
Google Ads Updates Performance Max, Customer Match, Product Feeds, More

June 8, 2021 • Matthew Umbro

In its annual Marketing Livestream event last month, Google addressed updates to Google Ads, among other topics. Only a handful of the updates could produce noticeable performance changes for advertisers. I'll review the most impactful updates in this post.
Marketing & Advertising
CommerceCo Recap: SMS Marketing Fundamentals

June 3, 2021 • Armando Roggio

Text messaging can be among the most productive retail marketing channels, provided the workflows are automated and the performance is tracked. Entrepreneur Jordan West, the owner of an ecommerce marketing agency and an apparel company, uses text-message marketing to drive sales. He believes text messages are among his best marketing channels.
Content Marketing
5 Content Marketing Ideas for July 2021

June 1, 2021 • Armando Roggio

In July 2021, your content marketing could focus on teaching a skill, showing off products via a live stream, celebrating UFOs, enjoying grandmothers, or reviewing an upcoming summer blockbuster. Regardless, remember that the purpose of content marketing is to attract, engage, and retain customers.
Google Ads
How to Show Product Ratings in Google Ads

May 30, 2021 • Robert Brady

I've been looking for a set of adjustable dumbbells for my home-based gym. I searched on Google and couldn’t help but notice the yellow rating stars for two of the advertisers. The stars are a strong visual contrast from the other search results.
Social Media
How to Supercharge an Instagram Bio

May 27, 2021 • Kaleena Stroud

I've addressed Instagram captions and advanced selling strategies. I have not addressed Instagram bios, however. Many companies use bios to simply state what they offer. But an Instagram bio can be much more.
Influencers & Affiliates
Influencer Marketing, Part 2: Why Use It?

May 24, 2021 • Joe Sinkwitz

This is the second installment in my influencer marketing series. In "Part 1," I established what influencer marketing is. In this "Part 2" post, I'll address why ecommerce businesses should consider it.

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