Retail Column

    • How Pinterest is cracking the social commerce code

      When it comes to broad brand awareness, the value of social media advertising is clear. But why have channels struggled to keep users on their platforms for a direct purchase? Despite the massive reach, engaging content and success of social advertising, in-channel purchasing has been a bit of a hurdle for marketers and advertisers alike.

      Marketing Landin Social How To's- 23 readers -
    • Are fake online reviews killing consumer confidence?

      Ninety percent of shoppers say reviews impact their purchasing decisions. They are as good as gold — when they’re real. There’s just one catch. They’re well aware that retailers buy fake reviews, and they’re suspicious of them. And with good reason. Roughly 16 percent of restaurant reviews on Yelp are fake, according to a 2013 study. And up to 15 percent of all online reviews are fake.

      Marketing Land- 5 readers -
    • 10 tips for retailers’ Q4 social advertising

      Social advertising in Q4 is expensive. Higher intent to purchase among holiday shoppers means that CPMs and CPCs (costs per thousand and costs per click) skyrocket because advertisers are all vying for those valuable consumer impressions. In social, you will feel these effects even if you’re not a holiday-based business, because good consumers will fall into audience targetin ...

      Marketing Landin Social- 5 readers -
  • The new era of brick and mortar: not business as usual

    … Retail marketers have long focused on perfecting their omnichannel strategies; however, the rules of consumer engagement have changed. Many major anchor stores are either closing or redesigning their approaches, and the overall mall landscape is changing to meet the needs of a new audience. And while shoppers can be reached on a variety…

    Marketing Land- 8 readers -
  • ’Tis the season to be savvy with your digital marketing

    … Everyone dreads that ol’ holiday creep. And I don’t mean the unctuous uncle you see only at Thanksgiving. I’m talking about the relentless drive to push the start of the holiday shopping season earlier each year. (Remember when Christmas in July promotions were supposed to be ironic?) That creates a cycle in which every marketer feels the need…

    Marketing Land- 7 readers -
  • The stat-backed holiday advertising tips to know for 2016

    … generally increase for online retailers. And 2015 was no exception. Compared to costs during the rest of the year, average 2015 holiday CPMs (cost per thousand) increased 39 percent on mobile and 180 percent on desktop. But looking at the larger picture, the price increases didn’t mean advertisers were losing out on profitability. Thanks in part…

    Andrew Waber/ Marketing Land- 8 readers -
  • 7 advanced tips for Google Shopping ads

    … to build all sorts of campaign hierarchies, but here are some common ones we’ve found really useful. The brand breakdown — for the typical online retailer that wants to separate their brand terms for better measurement. High priority — non-brand terms. This is basically a catch-all for most terms coming through. The only negatives you’re adding here…

    David Rekuc/ Marketing Landin Google- 10 readers -
  • Looking beyond the holiday purchase: understanding customer lifetime value

    …: In October 2015, Rakuten Marketing (my employer) worked with a top US retailer on a new customer acquisition campaign. Using our omnichannel attribution platform, we were able to help them identify new customers who made purchases both online and offline and to pinpoint the combination of channels that were instrumental in driving these new qualified…

    Marketing Land- 7 readers -
  • Brick-and-mortar retail tech: Through the shopper’s lens

    … In the world of brick-and-mortar retail technology, there is an ever-increasing array of innovations offering the latest bells and whistles and promising to help retailers attract and engage shoppers. Apps, beacons, smart fitting rooms, digital mall directories, in-store consumer path tracking… the list goes on. What’s most important for mall…

    Marketing Land- 6 readers -
  • How to manage ad partners in regulated industries: Retail (Part 3 of 5)

    …-guess expanding their partner marketing efforts. The aim of this series is to get marketers up to speed on relevant regulations so that they may move forward with confidence. Let’s get you caught up: Part 1 introduced the advertising challenges specific to four highly regulated industries: finance, retail, education and pharmaceuticals. Part 2…

    Marketing Land- 7 readers -
  • The secret to intelligent growth: Know your customers

    … purchase rates. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Jordan Elkind heads the product team at Custora, an advanced customer analytics platform for e-commerce retailers. Prior to joining Custora, he earned an MBA from Wharton and worked in marketing analytics at Citi Cards. …

    Jordan Elkind/ Marketing Land- 8 readers -
  • How to master content marketing for your e-commerce company

    … Getting increased online visibility can be a significant challenge for e-commerce businesses. As you’ve likely already figured out, it’s not easy attracting search traffic, links and social shares when all you have is product pages. But this is where content marketing comes in. It lets you go beyond simply promoting your products or services…

    Steve Olenski/ Marketing Landin Content- 10 readers -
  • Consumers have spoken: 2016 is the year of “webrooming”

    … It’s no secret that shopping in the last decade has been an evolving journey between in-store and online environments. And as consumers’ interest in online grows, retailers are becoming increasingly concerned about the effect that showrooming — the newly adopted shopping behavior where consumers research items in-store and then purchase…

    Marketing Land- 9 readers -
  • Christmas in July: 4 ways to maximize your holiday ad budget

    … strategy and associated tactics. As an addendum to last year’s column on the subject, I want to highlight some data-backed recommendations to take to heart as you begin to scope and spec out your holiday ad strategy. 1. Focus your big pushes around weekends The most noteworthy change to purchase behavior during the holiday season is the shift…

    Andrew Waber/ Marketing Land- 9 readers -
  • Back to school 2016: A shopping season for the books

    … plays a big role in the lives of consumers and retailers. US retail e-commerce sales in July and August 2016 will increase 15 percent year over year, according to eMarketer, while retail e-commerce sales in core product categories will climb 16.7 percent in the same period. Realizing the opportunity for increased insight and understanding around…

    Marketing Land- 6 readers -
  • 3 retail strategies to beat Amazon this holiday season

    … It’s that time again. Time for retailers to rally their troops for the end-of-year holiday shopping season, getting strategies and technologies locked in for the critical period that will drive nearly 20 percent of annual retail industry sales. What should retailers plan in 2016? Forecasts so far offer some not-so-great news and some good news…

    Marketing Land- 6 readers -
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