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
Social Listening: Benefits, Tools, Tips

October 2, 2013 • Paul Chaney

Social media has given people a megaphone through which to share ideas, advice, and opinions about brands they do business with and products they buy. Such sharing can wield powerful ...
Influencers & Affiliates
AvantLink Tool Changes Affiliate Bid System

October 1, 2013 • Carolyn Kmet

With the fourth quarter here, affiliate managers should now focus on securing key placements on select sites. Traditionally, this means identifying placement opportunities and negotiating an increased revenue share to ...
Marketing & Advertising
21 Ways to Integrate Email Marketing and Social Media

October 1, 2013 • Pamella Neely

There has been conflict between social media and email marketing over the last few years. Some observers believe email is dead. Others cite stats refuting the rumor. Wired magazine reported earlier this year “email is crushing Twitter and Facebook for selling stuff online.” And ExactTarget’s Channel Preferences survey found 77 percent of people prefer to get marketing retailed messages through email.
Google Ads
Dynamic Search Ads Complement Pay-per-click Efforts

October 1, 2013 • Matthew Umbro

Google’s Dynamic Search Ads allow pay-per-click advertisers to show text ads based on relevant queries that are not otherwise in an ad campaign. It’s been nearly two years since Google ...
Email & Text Marketing
7 Ideas for Better Ecommerce Marketing Emails

September 26, 2013 • Armando Roggio

Email marketing is an excellent way to engage customers and increase both site traffic and sales. Not all email messages, however, are equally effective. In 2012, 44 percent of promotional email ...
Social Media
Facebook Increases Image Size of Ads

September 25, 2013 • Paul Chaney

Facebook revised some of its ad formats recently to make them more consistent across all devices — desktop and mobile — as well as to improve performance. Ads affected by ...
Social Media
Does Pinterest Help with SEO?

September 20, 2013 • Jill Kocher Brown

The intersection of organic search and Pinterest is actually very small. Still, Pinterest does have a place in search engine optimization as a way to expand a site’s search result ...
Social Media
25 Helpful Facebook Insights Definitions

September 19, 2013 • Kunle Campbell

Facebook Insights offers metrics to analyze your audience beyond age, gender, country, city, and language. You can discover what your audience likes about your page, where the visitors were before they came to your page, and otherwise monitor reach, virality, and more.
Social Media
Twitter’s Lead Generation Ad Format Captures User Data

September 18, 2013 • Paul Chaney

In May, Twitter announced the release of Lead Generation Cards, which are designed to help advertisers highlight specific offers, products, or services and capture user interest directly from within a ...
Email & Text Marketing
When Is the Best Time to Send an Email?

September 17, 2013 • Pamella Neely

"When is the best time to send an email?" is one of the most frequently asked questions about email marketing. After all the work of building a list, crafting a message, and designing the email, everybody wants to get the best results possible. Nobody wants to mail at the wrong time.
Email & Text Marketing
Email Marketing for the Holidays, Part 2: Implementation

September 17, 2013 • Carolyn Nye

Editor’s Note: This is “Part 2” of a two-part series on email marketing for the upcoming holiday selling season. “Part 1: Preparation” we published earlier. In “Email Marketing for the Holidays,
Google Ads
24 Pay-per-click Advertising Tools

September 16, 2013 • Sig Ueland

Managing a pay-per-click advertising campaign can be time-consuming and expensive. Fortunately, there is a wide range of tools available to create efficient ad copy and to optimize your budget. Here is ...
Marketing & Advertising
Holiday Ecommerce Promotions to Prepare in September

September 16, 2013 • Dale Traxler

In “2013 Holiday Ecommerce Preparedness Checklist,” we addressed tasks to do now for the holiday rush. This article adds a few ideas that are more customer and marketing centric. Create New ...
Marketing & Advertising
6 Ecommerce Predictions for the 2013 Holidays

September 12, 2013 • Armando Roggio

U.S. online sales are expected to exceed $61 billion in November and December, making the holiday shopping season vital to small and mid-sized retailers. Six trends — ecommerce growth, mobile sales,
Social Media
Top 10 Social Media Marketing Application Providers

September 11, 2013 • Paul Chaney

I conducted a roundup of top social media marketing app providers nearly a year ago and much has changed since then. Many have added new features and apps, integrated with ...
Influencers & Affiliates
The Rise of Data-driven Affiliate Marketing

September 10, 2013 • Carolyn Kmet

The concept of data-driven decisions has permeated the affiliate marketing channel. With tracking solutions providing access to deeper data, many brands are benefiting from insights into how affiliates are driving ...
Social Media
Facebook Promotions Change Likely to Benefit Smaller Merchants

September 6, 2013 • Paul Chaney

Facebook recently announced a change to its promotions policy that is likely to have a major impact on the way retailers run contests and sweepstakes on the social network. Promotions ...
Cross-border Selling
6 Tips for Selling on Marketplaces this Holiday Season

September 5, 2013 • Armando Roggio

Marketplaces like eBay, Rakuten, and Amazon attract millions of eager shoppers during the holiday season. Online retailers, even small ones, can post products to these marketplaces and earn many additional ...
Google Ads
5 Pay-per-click Filters to Avoid Drowning in Data

September 3, 2013 • Matthew Umbro

The amount of data available to pay-per-click advertisers can seem overwhelming. Advertisers have to find the optimizations that will make the most impact, as many won’t move the needle one ...
Marketing & Advertising
4 Facts about Mobile Commerce

September 3, 2013 • Armando Roggio

Shoppers are using smartphones and tablets to make purchases and research products and prices before making a purchase, meaning that mobile may be an important channel for both earning sales ...
Social Media
SEO: 5 Reasons Not to Ignore Google+

August 30, 2013 • Jill Kocher Brown

Two years ago when Google+ launched, I had high hopes for its value as a marketing platform to rival Facebook and Twitter. Read my enthusiastic missal, “Google+: The Beginning of ...
Marketing & Advertising
2013 Holiday Ecommerce Preparedness Checklist

August 29, 2013 • Armando Roggio

Online Christmas sales should top $50 billion in the United States in 2013, according to some estimates. To get your store’s fair share, be certain that your ecommerce website is ...
Email & Text Marketing
Email Marketing for the Holidays, Part 1: Preparation

August 26, 2013 • Carolyn Nye

Editor’s Note: This is “Part 1” of a two-part series on using email for holiday marketing. “Part 2: Implementation” we published subsequently. Ecommerce merchants are increasingly promoting holiday-specific products earlier, to ...
Marketing & Advertising
10 SEO Tips for Interior Designers

August 25, 2013 • Chris Silver Smith

Search engine optimization for interior decorators is challenging, particularly in larger markets where there can be hundreds of businesses vying to appear on Google's first page and in the "7-pack" of business listings. Designers often have limited time for online marketing, working seemingly around the clock to design spaces, meet with clients, and oversee contractors.
Google Ads
Google Offers Paid and Organic Search Report

August 23, 2013 • Jill Kocher Brown

Paid and organic search work better together. Because searchers inherently trust that search engines are recommending the best pages in search results, when brands rank well in both paid and ...
Marketing & Advertising
10 Great Ecommerce Ideas for August 2013

August 22, 2013 • PEC Staff

Practical Ecommerce periodically asks industry insiders to share a great, innovative idea that could help an ecommerce company. Here’s what ten of them had to say for the August 2013
Social Media
Using Owned, Paid, and Earned Media — on Facebook

August 21, 2013 • Paul Chaney

Social media has redefined the way retailers market products. Direct response advertising is still useful, but it is now accompanied by an ever-increasing emphasis on content creation and word-of-mouth, which ...
Marketing & Advertising
Google Dynamic Remarketing in 8 Steps

August 20, 2013 • Mary Weinstein

Remarketing ads typically have a lower cost per acquisition, a higher click rate, and higher conversions than other forms of advertising. Google recently launched dynamic remarketing, where product names and ...
Social Media
10 Brands on Vine

August 20, 2013 • Sig Ueland

Vine is Twitter’s video sharing app that allows users to record six-second looping videos on their iOS or Android smartphones. Many brands have embraced Vine as a fun tool to ...
Marketing & Advertising
9 Back-to-school Tips to Increase Sales

August 19, 2013 • Jerry Jao

Fortunately for ecommerce businesses, many back-to-school shoppers this year will shop online. According to a recent PriceGrabber survey, when asked where they would shop for back-to-school items, respondents selected discount stores ...

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