Mobile commerce is huge, and it’s only getting bigger. With the holiday shopping season just around the corner, there has never been a more important time to understand the significance of mcommerce within the online retail world. We analyzed mobile data from over 35,000 Shopify stores and found some really interesting trends.
Category Archives: Marketing, Branding, Sales, Advertising, eCommerce & Social Media
Good read sales management.
Excerpt: Steve Carlotti, CEO of the company where I work, likes to say: “Sales is what you buy. Demand is what you want. Growth comes from bringing the two together.” As companies try to exploit the opportunities presented by Big Data, the difference between those two things is an essential insight.
Most executives assume that sales equal demand. Very often, this couldn’t be further from the truth. The challenge with sales data is that it is too superficial. First, shopping occurs at the household level, but demand is at the individual level.
Read full article via Demand and Sales Aren’t Equivalent – Eddie Yoon – Harvard Business Review.
Guest Post by Charlotte Rivington
Need to be ‘doing’ content marketing, but don’t know where to start? Here’s our guide to building your first effective content marketing strategy
1. Know who you’re talking to
One of the biggest differences between on- and offline readers is that online, people are task-focused: they’re trying to solve a problem, get something done or answer a question. What are they going to be doing when they come to your site? Before you start planning content, get to know your audience and what they want.
2. Decide what you’re trying to achieve
Are you trying to improve sales? Get more sign-ups? Or are you looking to be a thought leader in your field? Set your own objectives. Not only will this help you generate content ideas, it’ll also give you something to measure your success by.
3. Pick your specialist subject
Especially the case for B2B marketers, understanding the niche expertise you have and developing a way to share that expertise is an essential step for your content marketing. Ask yourself: what do you know more about than anyone else? Then write about that.
4. Channel hop
Once you know who you’re talking to, what you’re talking about and why, choose your platforms. Are you going to be putting content up on your site? Will you be running a blog? Can you guest-post elsewhere? Do you have a social networking strategy you can capitalise on? Make sure you understand the channels your audience prefer, and use the COPE principle: create once, publish everywhere.
5. Bring your own discipline
Traditional publishing houses have a strict hierarchy to make sure quality content gets produced on time and to its brief. Learn from them: plan your content in advance. Keep an editorial calendar. Set deadlines and meet them. And do everything you can to make sure quality is high – proofread, fact-check and stay up to date.
6. Make things easy
Pick formats of content you can repeat on your website over and over. Things like top tips, buyers’ guides and case studies can follow a pattern every time, making it easier for your users to scan-read and making it easier for you to produce. And remember that content often begets content – planning a competition? Run a blog post announcing it, use the results as research findings and create a press release, create a follow-up interview with the winner…
7. Be realistic about your resources
Content production doesn’t just happen. It takes time to do it at all, and tremendous skill, expertise and more time to do it right. If you haven’t got the resources to do this in-house, you need to allocate your budget and outsource the work to a content marketing agency.
Author: Charlotte Rivington is a freelance writer on social media and marketing, actively blogging covering everything from marketing tips and intriguing fresh new content. When she is free she loves to travel whilst she writes.
Using social media Google + ? Want to know more “why” you should use it. Check out this article from someone who approached it as “why”. Interesting read.
Excerpt: I have to admit I am a skeptical Google+ user. Coming at it from my easy, breezy Twitter perspective, I find Google+ clunky and cumbersome, particularly because I don’t like staying logged into my Google account all day unless I’m using it.
So one day when I found myself in a Twitter conversation with a colleague (who I met through LinkedIn, mind you) debating the merits of Google+, I got to thinking that–if nothing else–I ought to see if there are other devotees out there, and why they adore the platform. (I don’t think Google’s own Google+ Learn More site does it much justice.) I posted a Google+ query on Twitter, Facebook, LinkedIn, Google+ and the website Help A Reporter Out. I discovered that I have a lot to learn when it comes to Google+, and thought you’d be interested in my findings too.
Read full article via Google Plus: The Most Under-Appreciated Must-Use Social Media Tool | Inc.com.
Great points in the article for all marketing management. It is a fact that we have all become numbed by the constant “assault” on every page we view on the internet, a large portion of our regular mail is advertisments, email spam even with great efforts to prevent it still delivers a huge amount of pitches …… so, yes, we control or eliminate what we can and learn to ignore the rest. For those paying for the advertising, this means losses and ineffective campaigns
Excerpt: With online advertising in the throes of a full-fledged panic about ad viewability, marketers are turning to native advertising and branded content as digital Xanax to alleviate their stress. While anxiety about unseen ads is well-founded, this road of what we call “next-gen digital” holds new bumps and curves for marketers to navigate.
It’s a fact that consumers are ignoring ads like never before; banner blindness continues to plague the industry. On top of that, it turns out that even if consumers were paying attention, many ads wouldn’t be “in view”: They’re served below the fold or take more time to load than viewers typically spend on a page.
Read full article via Making your ads viewable is only half the battle | Econsultancy.
Good read. It is an update of where we have been, are now and might go – and the results expected from “might go”. Social media
Excerpt: “When people think about either [Facebook or Twitter], it’s natural to make the comparison, but historically they are very different,” notes Wharton operations and information management professor Shawndra Hill. Yet, Hill adds, this is beginning to change. “The lines today are becoming quite blurry.”
Read full article via Can Twitter Monetise the Cultural Zeitgeist? – Knowledge@Australian School of Business.
Small business how-to – read how the big sites LEARNED the difference needed now for attracting readership — these sites are really catering to search engines now and that is a different ballgame.
Excerpt: Traditionally, headlines written by journalists have emphasized clever wording. They are meant to grab the reader’s attention, either on the newsstand or while the reader is perusing the pages. Often, they might incorporate a pun, alliteration, or play on an emotion like fear. And, in the early days of online journalism, that’s the way headlines were written. They were clever and clickable. Then, SEOs came onto the scene with bad news: search engines didn’t understand cute plays on words. The SEOs wanted simplicity, relevance, and keywords. A headline, which usually appeared on the page and doubled as the title tag in the code, should clearly state what the article was about.
Read full article via Blog Headline Writing – Big Site Secrets | Neuromarketing.
Hey guys, did you know this? I can say as a consumer I was aware but this article is really a heads up that is far beyond my awareness. As an retailer, are you matching your competitors in taking advantage offered with the internet marketplace? Recommended read from either consumer or retailer side of the fence!
Excerpt: The Wall Street Journal recently broke a story which revealed two surprises about the pricing practices of Internet retailers: Prices change often and widely. The Wall Street Journal highlighted, for example, the range of prices for a GE microwave. In one day, sellers on Amazon.com changed their prices nine times, resulting in prices fluctuating between $744.46 and $871.49. During that same period, rival Best Buy raised its price on the same kitchen appliance to $899.99 and then later dropped it to $809.99.
So what’s going on here?
Internet retailers have discovered that the web is a perfect setting to optimize prices. It is almost costless for e-tailers to change prices, and it’s equally easy to measure customer reactions. Given this fertile price-changing environment, Internet retailers are varying prices for 5 key reasons:
Read full article via The Logic Behind E-Tailers’ Mercurial Pricing – Rafi Mohammed – Harvard Business Review.
Just so you will know what not to do OR you will know you are doing something right when you don’t fall into one of these mistakes.
Excerpt: I’m going to expose a few classic faux pas as a warning to be extra careful when you put an ad out to the world.
Ad placement fails: When combining your ad with another causes chaos.
Acronym fails: If you’re going to make an acronym for your name or event, please, please please double check what it means.
Miscellaneous horrible marketing: These can’t be categorized – except maybe with the word WRONG.
Enjoy, cringe, laugh, cry.
Read and see full list …… they are funny via Funny | Unbounce.
Recommended for all small business marketing management. This is a list of 10 links with a short definitition per each. Great selection and top pick.
Excerpt: From Ireland and New York to Montenegro and Milwaukee, Roger has been traveling the globe sharing his love for SEO, inbound marketing, and cupcakes. To entertain him on his travels, Roger’s been crawling the web for world-class articles to share with you! Here are his top picks:
Read full list here via The Moz Top 10. From SEOMOZ
Good takeaways from this article with links to various references.
Excerpt: Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include how shoppers use mobile for product research, content marketing, Marks & Spencer’s multichannel shopping experience, Vevo and online customer service.
Read full article via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.
Guest Post by Emma Tomlinson
Major search engines like Google, Yahoo, and Bing are now more advanced and sophisticated. Their search algorithms have been developed to better cater to end-users.
One particular example is local search ranking. Imagine this: when you search for “Chinese restaurants”, you normally include a place along with the keyword to specify which location you want to find such establishments. Although this is the usual practice of browsers, this is really not necessary every time you search, especially since Google most likely knows where you are—don’t be scared of that fact.
So from the perspective of businessmen, it really means that we all have to target those customers who want geographically-specific results. Why? Because they are our biggest potential clients.
Why else would they search for “[keyword+place]” if they are not interested in the products or services offered?
This is REALLY big news for us entrepreneurs. It means that we have to cater to those “localised” queries if we want to stay on top of results pages.
If you need further convincing, here is what you need to know:
Local SEO …
Allows for an affordable access point into marketing
Although the use of the words “cheap” or “inexpensive” may be relative to your definition and mine, it cannot be denied that local SEO is cost-effective.
Now what does that even mean?
With other kinds of Internet marketing endeavours like Pay-Per-Click (PPC) or banner advertisements, you are paying for each visitor to your site. But with this localised search engine optimisation, you only have to pay professionals to tweak, enhance, and promote your website. After that, you are basically getting free and unlimited traffic from search engines.
Gives leverage to smaller and younger businesses
One of the rigours of starting a business is the fact that you still have to introduce it to the industry. And if that particular industry is already dominated by world-renowned brands/companies, it can be quite intimidating to do so.
But not with local SEO. It allows you to level up with bigger and “older” companies simply by putting you in front of Internet surfers who are using search engines to browse for “local” products and services.
But first, how does Google, Bing, and Yahoo “find” your pages? Your keywords play a great role in this, specifically if they are relevant to a query. This is why it is ideal to use search terms and phrases that are specific and location-based.
Provides long-term marketing and advertising solutions
Building a reputation or familiarity with your customers is a tricky task, and more prominently so when you are just starting your enterprise.
But again, local SEO is the solution. It allows your domain to continuously appear on search results pages, provided of course that you are implementing clever optimisation techniques. And by being a constant on SERPs, you will be more familiar to Web users in your community.
Offers enhanced monitoring and tracking of results
Because of developments in Web analytics, it is now easier to monitor and track your SEO campaigns, including local ones. The best one that I can recommend is Google Analytics. This is a free service offered by the company that allows you to view near-accurate statistics about the visitors on your site, your bounce rate, and where your visitors came from.
Local SEO has immense contributions to your online marketing efforts. But apart from it, you should also keep your conventional optimisation methods updated.
About the Author: Emma Tomlinson is the Head of Retail at Smart Traffic, a UK-based specialist company concentrating on Search Engine Optimisation.