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

Google Ads
10 Pay-Per-Click Details You Cannot Delegate

August 29, 2011 • Scott Smigler

Many ecommerce merchants manage their own pay-per-click advertising campaigns. Others use in-house PPC managers, or outsource to PPC consulting firms. Regardless of how pay-per-click advertising is managed, there are some aspects of it that need direct involvement from merchants — or t...
Social Media
6 Tools to Manage Your Social Media Marketing

August 29, 2011 • Armando Roggio

Social media marketing is one of the most-discussed marketing tactics in the ecommerce industry. Many companies are devoting a greater percentage of resources and effort into engaging customers and prospects ...
Social Media
10 Tips for Integrating Email and Social Media

August 25, 2011 • Paul Chaney

Is social media diluting email marketing? For many ecommerce merchants, email marketing remains a staple. In a recent interview with Practical eCommerce, Listrak CEO Ross Kramer said, "We just came back from Etail [trade show] this week, and from the retailers that I was talking to up...
Email & Text Marketing
3 Tips to Boost Email Conversion Rates

August 24, 2011 • Armando Roggio

According to published reports, some 92 percent of American adults use email. Many of them are subscribers to one or more email newsletters or product alerts. So it is little ...
Email & Text Marketing
Create RSS-to-Email Campaigns with MailChimp

August 22, 2011 • Armando Roggio

Email is one of the most potent tactics in the ecommerce marketer's toolbox. Recent studies — which I addressed last week — indicate that email is a favorite activity for adult American Internet users. MailChimp, a leading email-marketing service provider, has a terrific feature that a...
Social Media
Facebook’s Business Playbook: 4 Educational Portals

August 22, 2011 • Paul Chaney

Facebook has assembled four educational portals to help businesses manage their use of the platform. The portals cover topics such as creating Facebook pages, advertising on Facebook, selling products on Facebook, and using Facebook for marketing. I'll review each of the portals in t...
Email & Text Marketing
How to Calculate the Value of an Email Subscriber

August 19, 2011 • Carolyn Nye

Many merchants rely on email marketing to drive sales. Increasing the number email subscribers can drive sales even more. By establishing and understanding the value of an email subscriber, merchants can decide how much money and effort to spend growing their lists. This article will...
Email & Text Marketing
Listrak CEO on Email Versus Social Media; Segmentation Strategies

August 18, 2011 • PEC Staff

Email remains among the most popular marketing vehicles for ecommerce merchants. But the email marketing business is changing, with new auto response tools and customer acquisition strategies — and social media alternatives. To address the use of email for ecommerce merchants, we spoke ...
Email & Text Marketing
Email and Search Still Top User Activities, Study Shows

August 17, 2011 • Armando Roggio

American adults are more likely to email and search than any other online activities, according to the results of a recently released survey. The Pew Internet & American Life Project has been monitoring online behavior for nearly a decade. Most recently, Pew Internet found that ema...
Social Media
Social Networking for Solo Entrepreneurs; 7 Suggestions

August 16, 2011 • Paul Chaney

Solo entrepreneurs wear many hats when it comes to running a business. One of these “hats” includes managing social media activities. To reach a point where social media engagement produces meaningful ...
Google Ads
Google Study Finds PPC Traffic ‘Incremental’ to Organic

August 11, 2011 • Armando Roggio

A new Google study reports that pay-per-click ads tend to generate new site visitors and do not simply divert traffic from organic search result links, as some marketers have feared. PPC ...
Email & Text Marketing
How Email Marketing Can Help SEO

August 9, 2011 • Armando Roggio

Creating valid HTML email newsletters and announcements with a canonical link element may help marketers boost search engine optimization. The canonical link element, which is often referred to as rel="canonical," (pronounced rel canonical, no "equals") is a way of describing the pref...
Social Media
12 Useful Ecommerce Blogs

August 8, 2011 • Paul Chaney

Finding marketing information specific to smaller ecommerce merchants can be time consuming. A Google search on the term "ecommerce marketing" returned 1,700,000 results at the time of this writing. Merchants can fine useful information on the following list of 12 marketing-related bl...
Email & Text Marketing
Email Case Study: Analyzing J.C. Penney’s Frequency, Subject Lines

August 8, 2011 • Carolyn Nye

Online retailers often face decisions regarding their email programs. These include issues like determining ideal frequencies and crafting compelling subject lines. To help address these questions, I’ll be writing a ...
Social Media
50 Leading Google+ Users

August 5, 2011 • Sig Ueland

Google+ is one month old. So who’s using it? Many of the popular Google+ users are the founders and content-creators from others parts of web — even Facebook. Here is a list of the popular users on Google+. First are the top 20 users with the most followers. Then there are the users w...
Email & Text Marketing
How to Reduce Email Unsubscribes; 3 Tips

August 4, 2011 • Armando Roggio

When one considers that 93 percent of American online shoppers receive at least one permission-based email each day, it is little wonder that email marketing is a mainstay of Internet promotion and an excellent source of traffic and sales for ecommerce businesses. Sometimes, however, t...
Social Media
Google+: The Beginning of a Revolution?

July 29, 2011 • Jill Kocher Brown

The pieces are rapidly falling into place for Google’s increasing integration of “social signals” into its search algorithms. With the oddly isolated “+1” button launch at the end of March ...
Google Ads
For Google AdWords, It Pays to be on Top

July 27, 2011 • Scott Smigler

The new “Top vs. Side” segmentation report announced by Google has led my firm to valuable new AdWords’ insights. We confirmed just how important it is to ensure your ads ...
Social Media
How to Create Facebook Ads, Part 2: Campaign Management, Overall Best Practices

July 26, 2011 • Paul Chaney

In "Part 1" of this series on creating Facebook ads, I showed you how to set up a campaign, design an ad, and target the precise audience. In this "Part 2" installment, I'll explain how to manage your ad campaign, offering 10 best practices. Ads Manager Each Facebook ad has to be tie...
Email & Text Marketing
Using Surveys to Grow Sales; 4 Tips

July 19, 2011 • Carolyn Nye

Ecommerce merchants frequently reach out to new and existing customers. Whether they use methods such as email, paid search, search engine optimization or banner ads, the goal is always the same: to drive qualified traffic back to their sites. Unlike brick and mortar stores, however, th...
Social Media
How to Create Facebook Ads, Part 1: Setup, Design, Targeting

July 18, 2011 • Paul Chaney

Facebook advertising is becoming more popular. In this article — “Part 1” of a two-part series — I will describe how to set up a Facebook ad using the self-service ...
Content Marketing
18 Writing Tools for Grammar, Style, Content

July 13, 2011 • Sig Ueland

Content is king. If you run a blog, most of your content is language. For an ecommerce site, you write promotional copy, product descriptions, policies, procedures, and more. You need ...
Social Media
How to Measure Social Media Marketing; 3 Steps

July 12, 2011 • Paul Chaney

Social media marketing, like other forms of online marketing, needs to produce a return on investment. Otherwise, its usefulness is marginal and the time spent on it is wasted. But social media's effect on the bottom line is not always easy to measure. In social media's case, ROI does...
Email & Text Marketing
Email Marketing for Mobile Devices: 5 Insights

July 11, 2011 • Armando Roggio

Between 12 and 19 percent of email marketing messages are now read on mobile, Internet-enabled devices like smartphones or tablets. To continue to get good results from email, marketers should consider mobile user behavior and device capabilities. Last year, eROI, a digital agency, con...
Content Marketing
Write Better Blog Posts, Pyramid Style

July 6, 2011 • Armando Roggio

Use a classic writing technique popularized in the newspaper industry's heyday to improve blog content and communicate with precision. The inverted pyramid is a writing structure that places a summary of the most important information about an article in the first paragraph and support...
Email & Text Marketing
4 Tips for Encouraging Email Subscriptions

July 5, 2011 • Armando Roggio

Email marketing is one of the most potent promotional tactics available to online retailers when, in fact, those merchants have customers to send emails to. Email can boost site traffic, drive conversions, and help build strong relationships with shoppers. The hard part is getting thos...
Social Media
Google+: Overview, Ecommerce Use

July 5, 2011 • Paul Chaney

On the day news broke about the sale of MySpace for a mere $35 million, Google announced the launch of its new social network, Google+. The search giant is rolling out ...
Social Media
5 Influence Measurement Tools

June 28, 2011 • Paul Chaney

Prior to the Internet, if consumers were dissatisfied with a company, its products or services, they would tell a few friends who might also tell a few others. Maybe the consumer would write a letter to the company or call the customer service department to complain. For the most part, ...
Social Media
5 New Social Media Management Platforms

June 21, 2011 • Paul Chaney

A new class of social media management platforms for small businesses makes social media marketing — such as posting to Facebook and Twitter — much easier. In this article, I review five of these platforms: Postling, Breeze Social, Roost, Sendible and Social Guides. My review will add...
Email & Text Marketing
7 Steps to Improve Your Email Marketing

June 20, 2011 • Armando Roggio

A successful ecommerce marketing strategy is an ever-changing blend of techniques and tactics aimed at achieving specific, predetermined goals. If executed well, email marketing is often one of the most ...

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