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
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 ...
Marketing & Advertising
High Quality Scores Mean Lower Pay-per-click Costs

March 31, 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 ...
Google Ads
Demystifying Google AdWords Keyword Variants

March 27, 2014 • Matthew Umbro

Within the settings of every Google AdWords Search Network campaign is a feature designed to make advertisers’ lives simpler. But since its inception, it has caused more angst than ease.
Social Media
Twitter Testing Design that Resembles Facebook Pages

March 27, 2014 • Paul Chaney

Twitter is testing a new layout that closely resembles to Facebook Pages. This comes just weeks after a change that aligned the design of the desktop and mobile versions. No date ...
Influencers & Affiliates
Affiliate Marketing: 3 Legal Issues to Monitor in 2014

March 26, 2014 • Carolyn Kmet

Online affiliate marketing is still in its infancy. Many trace the channel’s roots to the mid-1990s, when several retailers developed platforms that would track third-party online referrals and would award ...
Content Marketing
21 Content Curation Tools

March 25, 2014 • Kunle Campbell

Content curation is similar to creating a playlist. Rather than creating your own, or only your own, content, you’ll make lists and collections of material offered up by others, then offer those collections to your own fans and viewers.
Email & Text Marketing
Email Marketing in 2014: How to Avoid Spam Folders

March 24, 2014 • Carolyn Nye

Emails are effective only if they reach the intended recipients. In this article, which is the first of a two-part series, I’ll offer six tips for improving deliverability, to avoid ...
Marketing & Advertising
Searching ‘iPad Mini Retina’ on Google, Comparison Engines

March 19, 2014 • Dale Traxler

In “Evaluating Site Search on Target, Walmart, and Amazon,” I reviewed site search for the three retailers using the term “ipad mini retina.” I went directly to those sites as ...
Marketing & Advertising
5 Reasons to Use PPC Ads for Local Marketing

March 18, 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 ...
Email & Text Marketing
Responsive Design for Ecommerce Marketing Emails

March 18, 2014 • Armando Roggio

Roughly one-half of email is now opened on mobile devices like the Apple iPhone or the Android-powered Samsung Galaxy S4. There is significant research indicating that between 70 and 80 percent ...
Email & Text Marketing
Using Data to Attract, Retain Email Subscribers

March 17, 2014 • Jerry Jao

Email marketing remains crucial to most ecommerce companies. Attracting and retaining new subscribers is key to that effort. Merchants no longer have to guess which subscription offers have the widest appeal.
Social Media
Changes to Facebook Pages, News Feed, Ads Affect Merchants

March 13, 2014 • Paul Chaney

If there is one constant with Facebook, it’s change. Once again, the social network has made changes to Pages, News Feed, and ads that directly affect marketing efforts. Facebook Pages Just this ...
Marketing & Advertising
B-to-B: 7 Reasons to Invest in Social Media

March 11, 2014 • Dale Traxler

Should manufacturers and distributors that sell primarily to other businesses invest in social media? Today most businesses utilize Facebook, LinkedIn, Twitter, Google+, and Pinterest. But, many lack a strategy for ...
Marketing & Advertising
Understanding Ad Extensions in Google AdWords

March 10, 2014 • Melih Oztalay

Google allows the insertion of additional text beside a standard AdWords pay-per-click ad. This text, called "ad extensions," can communicate more information about your product, service, and business than the ad would otherwise permit.
Social Media
6 Social Media Analytics Tools for Merchants

March 5, 2014 • Paul Chaney

The rise of Big Data has prompted many merchants to utilize data analysis for informed marketing decisions. With its vast amount of data available, social media is an important channel ...
Marketing & Advertising
5 Ways to Use Vine for Ecommerce Marketing

March 4, 2014 • Armando Roggio

More than one in three retailers use the Vine micro-video publishing app as part of their content marketing campaigns. These short-video marketing pioneers use Vine to showcase products, entertain, build ...
Marketing & Advertising
How to Get Traffic to your Website (via Google)

March 4, 2014 • Andy Curry

Google is the most powerful search engine. Think of Google as a toll road. It controls the road and its tollbooth is on it. If you want to benefit using the road, you have to pay the toll. There are a few ways to pay the toll. The fastest way is to use AdWords, Google's pay-per-click advertising service.
Google Ads
AdWords: Understanding Flexible Conversion Tracking

March 4, 2014 • Matthew Umbro

Over the last month, Google AdWords has made a significant update to how conversions are tracked and attributed. Flexible conversion tracking represents Google’s ongoing effort to provide the most accurate ...
Social Media
Social Media Scheduling for Ecommerce Merchants

February 26, 2014 • Samantha Collier

Using social media for ecommerce takes time. Running campaigns across several different networks is a challenge. And just when you seem to have it mastered, along comes a new network ...
Influencers & Affiliates
Working with Search Marketing Affiliates

February 26, 2014 • Carolyn Kmet

In affiliate marketing, affiliates often utilize the same marketing tools as their retailers. The challenge for retailers, then, is to ensure that affiliate efforts do not conflict with the retailers’
Social Media
Using Facebook’s Lookalike Audiences to Find Ecommerce Prospects

February 25, 2014 • Paul Chaney

Facebook offers two advanced advertising options to help merchants reach existing customers and identify new prospects. One option, Custom Audiences, consists of a list of existing customers that is uploaded to Facebook ...
Social Media
How to Use Facebook for Event Marketing

February 24, 2014 • Kunle Campbell

Local businesses thrive on in-store traffic. Higher foot traffic typically results in more sales. This is why retailers and local businesses often run in-store events. The challenge, however, for most local businesses is the promotion of these events. Fifty percent or more of local consumers likely have Facebook accounts. Setting up a Facebook event, therefore, would be a prudent step for gaining more foot traffic.
Marketing & Advertising
For 2014, What Is Ecommerce Marketing?

February 20, 2014 • Armando Roggio

Marketing, traditionally, has been about communicating the value of a product to potential customers for the purpose of selling that product at a profit. Given this seemingly straightforward proposition, you might ...
Email & Text Marketing
Using Email Marketing to Generate New Customers; 6 Pointers

February 19, 2014 • Carolyn Nye

For years, email marketing has been the workhorse in the web marketing toolbox. It is relatively inexpensive. And it’s typically very effective for getting subscribers to your site, to shop ...

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