Electronic commerce, or eCommerce as it’s more commonly known is the process of selling goods or services online utilising digital payment and a website with a shopping cart. The rise of eCommerce has allowed small businesses to compete with global brands and reach customers half a world away. A virtual shop requires far less initial investment and on-going maintenance than a bricks and mortar location whilst offering almost infinite space for products. Just as in the offline world a business may choose to sell their products not only in their own ‘store’ but in multiple larger stores, this is where eCommerce becomes a multichannel selling revolution. A business can sell their products on a dozen of their own eCommerce websites, a dozen marketplaces like Amazon, Ebay or Etsy and also offline in shops or at trade shows.
Improving Your Data Driven Marketing Requires Better Data Management
All marketing should be data driven, especially Digital Marketing. When everything can be measured, tracked and attributed there is no reason anything should be done on ‘gut-feel’ alone. Marketing Automation is fundamentally a data-driven initiative. Greater accuracy and clarity relies on better data management and manipulation. Once your Marketing Automation is up and running you’ll have all the data you could ever need and you should put it to good use. Measure the reaction to your actions, analyse what the data tells you and improve for next time. Continue reading
This is the first part of a 2 part post. You can access Part 2 here.
Common PPC Shortcomings 1-3
Through our work we often come across Pay Per Click ads that are almost spot on, but one aspect of them is letting them down. Unfortunately one small mistake can have a huge impact on your click-throughs and conversions. Something as simple as having an ad linked to the wrong page can snowball and end up costing you a significant amount of money. We’ve put together this list of 6 of the most common PPC shortcomings we come across. We’ll explain what the problem is and why it is a problem.
Ads Directed to the homepage or wrong page
Imagine if you were looking for a specific restaurant in a city that you aren’t familiar with. If you ask a stranger for directions to the restaurant, but they just send you to the city centre instead, that’s not a good or useful experience. This is a similar experience to when you send a potential customer to your website’s homepage from a PPC ad.
Google Shopping has been around for a couple of years now but there are still a lot of people that aren’t using it. With the phasing in of the ‘Google Buy’ button you stand to lose a lot of business if you’re not using Google Shopping.
Geotargeting is a great way to get the most out of your PPC budget. Many businesses have to make some consideration to location for the service or product they provide. If this is the case then advertising their product to everyone, everywhere is a waste of resources. So what is Geotargeting?
When you hear the words ‘sales tracking’, it is often associated with large chunks of data which aren’t interrelated with other business platforms. Consequently, tracking often isn’t thought of as even an option for SME’s.
Experts expect online sales to rise by 12% in 2013, but there are still 22% of people that state they would never buy online, even if they research on the Internet. If you are offering a multi-channel sales platform, you need to take every sale into account when measuring the effectiveness of your marketing mix.
To cut to the chase, if you provide customers with the option of buying over the phone, without sales tracking, you will not see where these sales are originating from.
Bridging this gap between website page visits and telephone conversations is Response Tap, which is essentially a tracking service.