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

Marketing & Advertising
Coupon Codes Can Measure Ecommerce Marketing Results

November 20, 2017 • Armando Roggio

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 ...
Email & Text Marketing
Nurture Email Subscribers to Drive Downstream Conversions

November 17, 2017 • Carolyn Nye

Converting a prospect into a customer is a process. It can take time and multiple touch points. Prospects that are email subscribers are at various stages in their lifecycle with ...
Marketing & Advertising
5 Unconventional Black Friday Marketing Tactics, for Ecommerce

November 10, 2017 • Armando Roggio

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 ...
Content Marketing
Seasonal Copy Perks Up Promotions and Triggers Purchases

November 6, 2017 • Marcia Yudkin

A few years ago, I started to read a four-page flyer from the hip grocery chain Trader Joe’s and could not stop. I was astounded at its creativity. It promoted ...
Content Marketing
5 Content Marketing Ideas for December 2017

November 5, 2017 • Armando Roggio

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,
Content Marketing
SEO: 7 Ways to Jumpstart an Ecommerce Blog

November 3, 2017 • Jill Kocher Brown

Blogs can be excellent way to rank for informational searches that might otherwise be difficult for an ecommerce site. But ecommerce marketers who implement a blog sometimes conclude early on ...
Content Marketing
How to Use Retail Co-op Funds for Content Marketing

November 3, 2017 • Armando Roggio

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 ...
Social Media
100 million Russians use social media every day

November 2, 2017 • Maksim Komonov

Roughly 100 million people in Russia visit at least one social network every day. The most visited social networks in Russia are as follows, in order. VKontakte YouTube Odnoklassniki Facebook Instagram Twitter The audiences strongly differ. Eighty ...
Influencers & Affiliates
Which Affiliate Marketing Model Fits Your Business?

October 30, 2017 • Greg Hoffman

If you attend the Affiliate Summit West conference in Las Vegas next January, you will be among 6,000 attendees from more than 70 countries. At some point, you may ask ...
Email & Text Marketing
4 Ways to Irritate Ecommerce Email Subscribers

October 18, 2017 • Carolyn Nye

Email subscribers are valuable. They are difficult to obtain and worth a great deal to ecommerce businesses. Losing one because of a misstep in an otherwise well executed marketing plan ...
Content Marketing
Editing Bullet Points for Maximum Impact

October 11, 2017 • Marcia Yudkin

Most product descriptions include a section of bullet points — a succession of quick facts. It makes information easy for the eye and brain to scan. Shoppers either gaze down ...
Content Marketing
5 Content Marketing Ideas for November 2017

October 8, 2017 • Armando Roggio

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 ...
Google Ads
Don’t Forget Bing for 2017 Holiday Advertising

October 3, 2017 • Robert Brady

New pay-per-click advertisers invariably start with AdWords. Google holds a dominant share of search volume in the U.S. and even the name Google is synonymous with online searching. However, savvy advertisers ...
Content Marketing
3 Ways to Integrate Products You Sell with Content You Publish

September 29, 2017 • Armando Roggio

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 ...
Influencers & Affiliates
Affiliate Marketing Meets Influencers

September 28, 2017 • Greg Hoffman

The crossroads of affiliate marketing and influencer marketing is here. Merchants are testing ways to merge the channels to create sales. The word “influencer” was mentioned in a dozen session titles ...
Social Media
105 Leading Social Networks Worldwide

September 27, 2017 • Gagan Mehra

Much has changed since 2015 when we last updated our list leading social media sites. Many more social networks have been launched. Some have been discontinued. This post will list all leading English-language social networks as of Sept. 2017. It will also indicate social networks that were added since the 2015 article, by placing “(New)” beside the name.
Marketing & Advertising
Ask an Expert: ‘For SEO, Better to Publish a New Blog Post, or Update an Existing One?’

September 19, 2017 • PEC Staff

“Ask an Expert” is an occasional feature wherein we pose questions to ecommerce authorities. For this installment, we address the best way to optimize content, such as blog posts and ...
Email & Text Marketing
4 Pointers for Holiday Email Marketing in 2017

September 18, 2017 • Carolyn Nye

It’s September, which means now is the time to start thinking about your upcoming holiday email marketing. In this article, I’ll share four tips to maximize email effectiveness for the ...
Marketing & Advertising
7 Tips for Selling Products at Events, Shows

September 15, 2017 • Armando Roggio

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 ...
Google Ads
AdWords Changes Coming Fall 2017

September 13, 2017 • Robert Brady

There has been a flurry of activity from AdWords during the past couple of weeks. If you’re an advertiser, you’ve likely noticed the emails from AdWords, coming fast. In this ...
Marketing & Advertising
5 Reasons Your Omnichannel Retail Strategy Is Failing

September 11, 2017 • Armando Roggio

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 ...
Content Marketing
Creating a Content Optimization Plan for Organic Search

September 8, 2017 • Jill Kocher Brown

Last week I addressed the data involved in the content optimization process, and what to base content decisions on. In this post, I’ll get to the meat of creating a ...
Content Marketing
5 Content Marketing Ideas for October 2017

September 7, 2017 • Armando Roggio

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 ...
Content Marketing
SEO: What to Base Content Decisions On

September 3, 2017 • Jill Kocher Brown

Content is the first thing that comes to mind with search engine optimization. There is a process, however, to creating and optimizing strong content. The process involves four separate tasks: data ...
Email & Text Marketing > Merchant Voice
Lessons from an ecommerce email marketer

September 1, 2017 • Peter Keller

I have a reputation as a marketer who sends a lot of emails. And it’s true. At FringeSport, we send most of our subscribers five emails per week — sometimes ...
Influencers & Affiliates
Affiliate Marketing Report Card: Fanatics.com

August 28, 2017 • Greg Hoffman

This second installment of “Affiliate Marketing Report Card” focuses on Fanatics, an online retailer of licensed sportswear, sports equipment, and merchandise. I’ve watched its affiliate marketing program greatly expand over ...
Marketing & Advertising
Niche Retailers Have an Opportunity in Customer Experience

August 20, 2017 • Armando Roggio

Your customers are in control, and that could be very good for your ecommerce business. When stores compete on customer experience, small and mid-sized online retailers have an opportunity to ...
Email & Text Marketing
5 Email Marketing Tips to Try This Week

August 17, 2017 • Armando Roggio

Email marketing is one of the most powerful tools an ecommerce business can use to increase sales. Depending on who you ask, email marketing can generate a return on investment between ...
Email & Text Marketing
4 Tactics to Produce Sales from Email Recipients

August 15, 2017 • Carolyn Nye

Emails to customers and prospects from ecommerce merchants can serve many purposes. Sometimes the emails contain much content, such as shopping tips or blog posts. Other times, they convey transactional ...
Marketing & Advertising
Using Google Home for Voice-enabled Shopping

August 11, 2017 • Gagan Mehra

My previous post, “10 Alexa Skills for Shopping (and Selling),” focused on Amazon’s voice assistant, Alexa, and the burgeoning number of third-party apps and APIs — “Skills” — for that technology.

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