Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool

display

In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading

Dynamic Online Pricing: Maintaining Consistency with the Store

online vs offline pricingOn a recent business trip to Miami, I decided to check out a local fabric store (a hobby of mine).  I live close to NYC, which is where many people – even those who live thousands of miles away – aspire to buy fabric because of the assortment and quality.  In my case, though, I sometimes like to visit stores in other cities that have a strong design aesthetic, and Miami fits that bill for me.

In using Yelp to decide where to go, I came across one store in particular that had many reviews, which is among the criteria I use when assessing a business on Yelp.  Unfortunately, not many were positive.  The negative comments were consistent in that there was a certain complaint that the owner charges prices based on how a person physically looks.  Wealthier-looking people got charged more and vice versa.  This practice incensed this store’s clientele.

There was a recent article in the NY Times that talked about the widening gap among some service providers in terms of giving better amenities and exclusivity to customers who are willing to pay moreContinue reading

5 Digital Marketing Trade Show Musts

digital conferenceWith trade show season approaching, here are some tips for making the most of the digital marketing conferences.

  1. Walk the exhibit floor and talk to the vendors

You can get more out of a trade show by talking to the exhibitors than you can from the keynotes and content.  Many booths are manned by senior staff who will readily provide thoughtful and educated responses to your most challenging business issues.  Continue reading

Paid Search RFPs: What You Need To Know

January-2016-CalendarIn the online retail world, the dust doesn’t quite settle on Holiday until the January sales are over.  That said, the intensity pales in comparison to the 6 weeks between Thanksgiving and Christmas.  January is somewhat of a roller coaster month in which priorities shift between sales and introducing Resort and/or Spring merchandise.  It has also always been a tricky time with paid search, in particular, in that advertising discounted merchandise can often lead to strong conversion rates while yielding AOVs so low that achieving P&L goals is tricky.

Once January has passed and Holiday is finally actually over, February is the time to reset the agenda and start moving toward rolling out new ecommerce priorities.  Often this entails assessing partners and vendors and determining whether or not it’s the right time to consider making a change.  Continue reading

Can brands — and now Etsy — compete with Amazon?

Amazon launching Handmade to compete with EtsyI am not an Etsy shopper but am pained nonetheless to hear that Amazon is launching Handmade — a marketplace that will compete directly with Etsy.

The truth is that I am conflicted about being pained. In my personal life — and I know this is true for many of my industry colleagues — I buy many things from Amazon.

In my professional (digital marketing) life, though, I prefer to buy from brands direct because I’ve seen Amazon assert itself as a category killer, which is not good for competition and causes lots of angst in the industry. This was a big topic at  IRCE15, same as it’s been in prior years. Continue reading

Who Owns Management of Datafeed Programs?

structured data land grab by agenciesSince Product Listing Ads (PLAs) were introduced, there has been a land grab between the SEMs and the datafeed companies over ownership.

The back history is that the datafeed providers who fed to the comparison shopping engines (CSEs) also fed to the free Google Product Search program (which subsequently became PLAs). Continue reading

Online Lead Generation: Tracking 101

Tracking issues in digital marketing are complicatedIt is surprising how much investment some brands put toward generating leads online and then only read front-end results when assessing the performance of a digital campaign.

Note that “front end” can mean two things:

1. Driving traffic to the site

2. Completing an online form

If driving traffic is a campaign’s sole KPI, presumably there is a good reason. If not, keep reading because this is typically not a best practice and likely indicates that unsophisticated tracking is in place. Continue reading