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

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 ...
Social Media
Creating Facebook Ads Using ‘Custom Audiences’

February 19, 2014 • Paul Chaney

One Facebook advertising option you don’t hear much about is Custom Audiences. It helps companies reach current customers and prospects. Only large advertisers could previously participate in Custom Audiences, but ...
Marketing & Advertising
8 Social Media Lessons from QVC

February 12, 2014 • Samantha Collier

Television shopping channel QVC launched in the U.K. in 1993. It has been hugely successful. QVC (“Quality, Value, Convenience”) excels at building trust in its service and convincing its audience to ...
Social Media
Using a LinkedIn Company Page to Showcase your Business

February 12, 2014 • Paul Chaney

Due to its focus on people in professional occupations, LinkedIn is often the social network of preference for B-to-B ecommerce companies. With more than 277 million members, it is the ...
Social Media
9 Contests on Facebook from Retailers

February 10, 2014 • Sig Ueland

Facebook Page owners can now run promotional contests directly on the Timeline, simply and easily, without high cost and without a third-party app provider. As a result, smaller merchants can ...
Social Media
7 Ways to Use Social Media to Tell Stories

February 6, 2014 • Paul Chaney

The Super Bowl is known for two things: the football game and the commercials that air during it. While this year’s Super Bowl proved to be lackluster in so far as ...
Business
5 Niches for a New Ecommerce Business

February 5, 2014 • Armando Roggio

Starting an online retail business begins with knowing what products to sell. Entrepreneurs have many reasons for starting an ecommerce business. For some, they have a passion for a particular product,
Email & Text Marketing
5 Marketing Emails from Leading Online Retailers

February 3, 2014 • Armando Roggio

Even a cursory review of other retailers’ marketing efforts can spawn ideas to drive your next campaign. Modern marketing is dynamic, multi-faceted, and competitive. On the one hand, marketers seek to ...
Email & Text Marketing
Beginner’s Guide to Email Re-engagement Campaigns

February 1, 2014 • Pamella Neely

“Practice good list hygiene.” That’s common email marketing advice many of us hear regularly. It means to do things like: Remove hard bounces after one try; Remove soft bounces after several tries; Remove subscribers who have been inactive for 12 months.
Email & Text Marketing
5 Ways to Boost Email Open Rates

January 30, 2014 • Armando Roggio

A small increase in email open rates can significantly impact an online retailer’s sales and profit. In its 2013 Statistical Fact Book, Direct Marketing Association estimated that email marketing could have ...
Social Media
Facebook Algorithm Change Favors Link-share Posts

January 29, 2014 • Paul Chaney

Facebook recently announced a change to its algorithm that adversely affects the way a certain type of Page update appears in News Feed. According to Facebook’s Chris Turitzin, product manager, News ...
Google Ads
Pay-per-click Ads: Importance of Bid Modifiers

January 28, 2014 • Matthew Umbro

Many online marketers have debated the pros and cons of Google AdWords Enhanced Campaigns over the last year, but one feature has proven its worth: bid modifiers. Bid modifiers act ...
Marketing & Advertising
3 Steps to Efficient Ecommerce Content Marketing

January 23, 2014 • Jerry Jao

Implementing an effective content marketing strategy can be a challenge. Coming up with ideas, developing content, and distributing it takes work. Many businesses feel that they don’t have the time ...
Social Media
6 Ways to Use a Facebook Page for Year-round Holidays

January 22, 2014 • Paul Chaney

Just because Christmas and New Years have passed does not mean the holidays are over. Even though they pale in comparison to the Christmas season in terms of retail sales, holidays ...
Email & Text Marketing
7 Email Tips for Ecommerce Merchants in 2014

January 21, 2014 • Carolyn Nye

Email marketing remains crucial to most ecommerce merchants. But email is changing. Consumers increasingly access email from their smartphones. Gmail’s influence on email marketing is growing. And the technology for ...
Social Media
Social Marketplaces Can Benefit Ecommerce Merchants

January 14, 2014 • Paul Chaney

Online marketplaces bring buyers and sellers together to exchange goods and services. Social media encourages marketplace mentality by enabling product discovery in a social environment, where prospective customers can rely ...
Email & Text Marketing
11 Ways to Improve Email Open Rates

January 13, 2014 • Pamella Neely

"Open rate" is one of the most telling email marketing metrics. Open rates determine click rates, conversion rates, and the overall performance of an entire email-marketing program. Even deliverability can be affected by open rate.
Marketing & Advertising
Getting Started with Twitter Ads

January 10, 2014 • Melissa Mackey

Businesses are increasingly turning to pay-per-click advertising on social media sites to reach customers and prospects. Twitter Ads are one way to do this. Many business executives wrongly assume that Twitter is just a place for people to tell others what they are having for lunch. But Twitter is useful for business news, information, and interaction.
Social Media
Social Media Advertising Necessary in 2014?

January 8, 2014 • Paul Chaney

One of the trends likely to dominate social media marketing in 2014 is advertising. Facebook said that advertising would ensure posts are more visible in News Feed. Twitter continues to push ...
Content Marketing
Build an Ecommerce Content Marketing Strategy for 2014

January 7, 2014 • Armando Roggio

Content marketing provides customers with genuinely useful information that can solve problems, aid decision making, or simply answer questions — all in the hope that shoppers are more likely to ...
Influencers & Affiliates
Conducting an Affiliate Marketing Annual Review

January 6, 2014 • Carolyn Kmet

The start of a new year presents an opportunity to review your marketing activities of the prior year. In this article, I’ll walk you through a basic annual review for ...
Business
Ecommerce Marketplace Opportunities for 2014

January 3, 2014 • Armando Roggio

Online marketplaces like Amazon and eBay allow Internet retailers to present products, market, and sell to potential customers that may have otherwise been difficult to acquire. In 2014, there many ...
Google Ads
3 Tactics to Reassess Paid Search in 2014

January 3, 2014 • Matthew Umbro

In many ways, 2013 was a transition year for paid search. We saw the launch of AdWords Enhanced Campaigns, to more precisely target searcher intent. We also saw the next ...
Social Media
For Ecommerce, 12 Social Media Essentials for 2014

January 1, 2014 • Paul Chaney

The onset of a new year is a good time to step back and analyze what worked and what didn’t with social media. Here are 12 practices that can start ...
Marketing & Advertising
6 Tips for Marketing to Millennials

December 31, 2013 • Marcia Kaplan

Millennials are the roughly 65 million Americans between the ages of 18 and 34, a coveted demographic for brands and merchants. They spend a lot of money, even if they ...
Marketing & Advertising
2014 Ecommerce Marketing Checklist

December 25, 2013 • Armando Roggio

Ecommerce marketing is a continually evolving field wherein the marketing tactics that worked last year may not be effective in the coming year. What follows is a checklist of sorts. Look ...
Social Media
Social Media and the Zero Moment of Truth

December 24, 2013 • Paul Chaney

In 2011, Google introduced the term Zero Moment of Truth to describe how people shop. A ZMOT is someone’s subjective experience with a product that, when shared, influences another person’s purchase ...

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