The 2011 holiday season is right around the corner, and crunch time is here for ecommerce merchants who want to rise to the top of the search engines. Rimm-Kaufman Group strategy lead Paul Panteleon offers up 10 tactics you can use to drive inbound links this holiday season.
As mobile commerce finally started to make an impact on retail sales last year, merchants pointed to two common reasons that the channel was finally taking off. One reason was the iPhone, the other reason was the iPad.
Marketing 1.0 was all about the product. Marketing 2.0 was all about the customer. So what’s Marketing 3.0? It’s collaborative, says Dr. Marjorie Kalter, academic program director and clinical professor at New York University. “Like it or not, the customer is in charge,” Kalter said in a presentation at the DMA 2011 Annual conference in Boston Oct. 3.
For the majority of retailers, cross-channel readiness remains a work in progress. Out of a possible 575 points, for instance, the retailers had a combined average of 320 points in an analysis of all touchpoints, including the web, mobile, call centers and in-store. This clearly demonstrates that providing a satisfying and consistent experience across all channels remains a daunting task
Bill LaPierre, vice president of business analytics at Datamann, talks about what merchants need to do with their holiday catalogs this season. The biggest deficiency in 2011 holiday books so far: Merchants are not using them as drivers to the Web.
What are the latest trends in email marketing? Multichannel Merchant editor-in-chief Melissa Dowling and senior writer Tim Parry sat down with Silverpop vice president-industry relations Loren McDonald at the Shop.org 2011 Annual Summit to find out what’s changing in email marketing, and why retailers should adapt to better connect with customers in that channel. Here are three videos Dowling shot of McDonald at the show.
Pay-per-click ads are not identical across platforms
Mercent CEO Eric Best talks about the upcoming “triple play” holiday season for ecommerce merchants, and how to prepare for Black Friday/Cyber Monday Weekend, the Dec. 10-12 peak and the first week of January.
When optimizing URLs for high rankings, many websites pay little attention to optimizing the URL for maximum clickthrough. Yet the URL undeniably affects searcher clickthrough rates in the search engine results pages. MarketingSherpa demonstrates this in its eyetracking study published in its Search Marketing Benchmark Guide in recent years.