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

Email & Text Marketing
4 Tips to Personalize Email Marketing, for Better Results

May 20, 2014 • Carolyn Nye

Relevancy is everything in marketing. The more relevant a message is to consumers, the more likely they will respond positively. For email, this is especially true, given the need to ...
Business
Driving B-to-B Ecommerce with Personas

May 19, 2014 • Dale Traxler

In “Ecommerce Key for Manufacturers and Distributors,” I addressed some of the challenges that manufacturers and distributors face as they grow their ecommerce operations. In this article, I’ll explore the ...
Business
Using the BCG Matrix for Ecommerce Marketing Decisions

May 14, 2014 • Armando Roggio

Designed to analyze product lines, the Boston Consulting Group (BCG) Matrix or growth-share matrix can help ecommerce business owners and marketers decide which products or product categories will likely generate ...
Social Media
20 Corporate Facebook Covers to Inspire Local Businesses

May 13, 2014 • Kunle Campbell

Facebook cover designs are an opportunity to present an identity to the world. While some brands use the background of their website, others have provided some inspirational cover designs to give you some ideas. Building a Facebook cover page is an opportunity for all kinds of marketing calls, from including ad-like content to meshing with users’ experience of social media. We’ll see both approaches, and plenty more, in the examples below.
Social Media
Using Pinterest Group Boards for Ecommerce; 5 Tips

May 12, 2014 • Stacey Herbert

Pinterest group boards are a quick and effective way to help you grow your followers and audience and otherwise expose your products to a wide range of prospects. What Are Pinterest Group ...
Social Media
12 Contests on Pinterest

May 12, 2014 • Sig Ueland

Pinterest is a great place for a business to hold a contest. Contestants can interact with a brand as they pin inspirational images. And, because prize amounts are often modest,
Social Media
Using Twitter’s New Website Card to Drive Traffic

May 7, 2014 • Paul Chaney

Twitter cards are a recent advertising product that facilitates attaching rich media experiences to tweets, to promote content. Of the nine cards available, two do not require a developer, and therefore ...
Email & Text Marketing
7 Must-have Email Marketing Features

May 6, 2014 • Armando Roggio

Email marketing solutions should help an ecommerce marketer automate common messages or campaigns, service shoppers using mobile devices, deal with list maintenance, and more. Every email service provider (ESP) offers a ...
Social Media
Google+ Shake Up Doesn’t Kill SEO Benefit

May 2, 2014 • Jill Kocher Brown

With last week’s departure of Vic Gundotra, Google’s senior vice president of social, rumors are swirling about the demise of Google+. What does this mean to search marketers who have ...
Social Media
Ecommerce Blogs: How to Grow Readership, Improve SEO

April 30, 2014 • Paul Chaney

If you maintain a blog with your ecommerce site, honing your copywriting skills can make it more popular and increase the possibility it will appear higher in search results. Online copywriting ...
Social Media
What Does Snapchat Mean for Ecommerce?

April 30, 2014 • Samantha Collier

Snapchat has been one of the biggest social media breakthroughs of the last year. With limited web presence, this mobile-only messaging app focuses on personal and time-limited content. Snapchat’s private ...
Email & Text Marketing
7 Crucial KPIs for Email Marketing

April 29, 2014 • Armando Roggio

Online retailers use email marketing messages to engage customers and boost sales, but not every email message is equally effective. Fortunately, there are at least seven email marketing key performance indicators ...
Influencers & Affiliates
Affiliate Marketing: 5 Ways to Energize Affiliates

April 28, 2014 • Carolyn Kmet

Here’s the scenario. You’ve launched your affiliate program; it’s been live for about six months now, and you have about 200 affiliates. But no one is driving any traffic or ...
Email & Text Marketing
Email Exec on Authentication, DMARC

April 25, 2014 • Carolyn Nye

Webmail providers like Gmail, Hotmail, and Yahoo use, essentially, two checks to determine whether to deliver an email to its intended recipients. One check is to review an email’s content ...
Social Media
Pinterest: Dos and Don’ts for Ecommerce Merchants

April 22, 2014 • Stacey Herbert

Do you want to use Pinterest as a marketing channel for your ecommerce business? This article will give you the essential dos and don’ts for the best chance of success. Pinterest ...
Marketing & Advertising
Using AdWords Express to Reach Local Consumers

April 21, 2014 • Melih Oztalay

In "Use Hyperlocal Advertising to Reach Nearby Consumers," I suggested that Google AdWords Express can help attract local prospects. In this article I'll address AdWords Express in more depth.
Google Ads
The New Google Shopping: What Merchants Need to Know

April 21, 2014 • Matthew Umbro

Last October, Google AdWords released Shopping campaigns, a new format and the next iteration of Product Listing Ad management. In early April, AdWords announced that all merchants will need to ...
Social Media
5 Tips to Increase Facebook News Feed Views

April 17, 2014 • Paul Chaney

Facebook made recent modifications to News Feed, presumably to reduce the amount of spammy posts coming from Pages. These posts typically fall into three categories: Like-baiting, frequently circulated, and spammy ...
Marketing & Advertising
Ecommerce Marketing vs. Shopper Annoyance

April 14, 2014 • Dale Traxler

As an online merchant, you have an enormous number of marketing tactics and tools available to convince shoppers to purchase your products. Here are some of them. Personalization. Rules based on ...
Marketing & Advertising
SEO Is Dead; Web Marketing Alive and Well

April 14, 2014 • Melih Oztalay

When someone asks me about focusing on search engine optimization, the first thing I think of is that the individual is not familiar with today's realities, in 2014, of web marketing. When asked, my response is an educational conversation that requires patience and asking the right questions to bring a business owner up to speed.
Social Media
10 Places to Find Social Media Content

April 9, 2014 • Paul Chaney

Consumers crave the constant stream of content that emanates from social networks. It is one of the reasons they visit them with such frequency. For marketers, the job of sharing content ...
Content Marketing
5 Content Marketing Ideas for May 2014

April 8, 2014 • Armando Roggio

Content marketing seeks to create and publish useful or entertaining content like articles, photographs, videos, or similar that will attract, engage, and retain customers. But good content marketing doesn’t just ...
Marketing & Advertising
Use Negative Keywords to Optimize PPC Campaigns

April 8, 2014 • Melih Oztalay

Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as ...
Marketing & Advertising
Lowe’s Innovative Vine Campaign a Year Later

April 4, 2014 • Armando Roggio

In April 2013, Lowe’s, the second largest home improvement retailer in the world, got a lot of attention when it released a series of six-second, how-to videos on Vine. The ...
Social Media
8 Ways to Integrate Social Media with Existing Marketing

April 3, 2014 • Paul Chaney

Social media sites like Facebook, LinkedIn, and Google+ can be high efficiency platforms that serve as a hub for all your social media engagement activities. Video and photo sharing sites such ...
Marketing & Advertising
5 Ways to Increase Sales from Returning Customers

April 2, 2014 • Gagan Mehra

Retailers spend millions of dollars every year on increasing sales from returning customers. They utilize loyalty programs, special campaigns, and personalized discounts — all presumably based on a customer’s lifetime ...
Email & Text Marketing
Treat New Email Subscribers Right, Profits Will Follow

April 1, 2014 • Armando Roggio

How an online seller welcomes new email subscribers can impact (a) sales, (b) future engagement with the new subscriber, and (c) even the how Internet service providers and email clients ...
Email & Text Marketing
7 Ways to Improve Email Subject Lines (and a Sneaky Way to Test)

April 1, 2014 • Pamella Neely

Subject lines are powerful elements of email campaigns. But that's not really surprising. Subject lines are basically the headlines of an email message. Headlines are something writers and editors agonize over, and for good reason. Copywriter coach Chris Marlow writes “tests have proven many times that the headline is responsible for at least 50 percent and as much as 75 percent of an ad’s success.”
Social Media
How to Plan Social Media Responses

April 1, 2014 • Samantha Collier

In the excitement offered by social media, businesses often push out messages with little consideration to how consumers use these channels to talk back. Businesses see social media as 9-to-5 marketing ...
Email & Text Marketing
Gmail’s Automatic Unsubscribe May Help Email Marketers

March 31, 2014 • Armando Roggio

Last month, Google started to display a prominent “unsubscribe” link on open Gmail messages, giving Gmail users a fast and easy way to disengage. This new link could help marketers ...

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