Marketing to Affluent Customers, for High Margins
Many online retailers compete on price. But selling luxury products to relatively affluent shoppers with annual incomes above $100,000 per year is an exercise in brand building and content marketing....
View ArticleTwitter’s Lead Generation Ad Format Captures User Data
In May, Twitter announced the release of Lead Generation Cards, which are designed to help advertisers highlight specific offers, products, or services and capture user interest directly from within a...
View ArticleFacebook Increases Image Size of Ads
Facebook revised some of its ad formats recently to make them more consistent across all devices — desktop and mobile — as well as to improve performance. Ads affected by the changes are: Page post...
View Article5 Ways Twitter Is Like Radio Advertising
From a marketer’s perspective, Twitter tweets and radio promotions have a number of similarities. Thinking about what these marketing tactics have in common can reveal insights about content creation,...
View ArticleRoundup of Privacy Initiatives, Effect on Ecommerce Merchants
There has been much activity in the privacy space in the last few months, including changes that could impact how consumers shop and how retailers collaborate with their business partners. In this...
View ArticleFacebook Simplifies Ad Buying for Second Time
Facebook continues to promote its advertising products, especially among small business users. One way is by simplifying the ad purchase process. The first attempt occurred in June of this year when...
View ArticleThe End of Third-party Cookies Should Not Hurt Retailers
Changes to some of the world’s most popular web browsers may impact how advertising networks and cross-site analytics tools monitor consumer behavior online. Although the changes could affect some...
View Article3 Ways to Improve Ecommerce Conversions this Month
Banner ad retargeting, live chat, and a well-planned series of checkout abandonment emails could boost an online retailer’s conversion rates and sales immediately with a relatively small investment in...
View Article4 Things Not to Do in Email Marketing
Email is holding strong as the marketing vehicle that often produces the highest return for ecommerce merchants. Email can help to not only increase sales, but also make everyday administration and...
View ArticleHow to Measure Lift from Promotion and Advertising
In marketing, “lift” represents an increase in sales in response to some form of advertising or promotion. Monitoring, measuring, and optimizing lift may help a business grow more quickly. It is...
View Article12 Most-shared Video Ads of 2013
2013 has been a big year for online video ads — from branded videos on Vine and Instagram to Facebook’s testing auto-play video ads in its news feeds. Here is a list of the most-shared online ads of...
View ArticleSocial Media Advertising Necessary in 2014?
One of the trends likely to dominate social media marketing in 2014 is advertising. Facebook said that advertising would ensure posts are more visible in News Feed. Twitter continues to push...
View ArticleCreating Facebook Ads Using ‘Custom Audiences’
One Facebook advertising option you don’t hear much about is Custom Audiences. It helps companies reach current customers and prospects. Only large advertisers could previously participate in Custom...
View ArticleUsing Facebook’s Lookalike Audiences to Find Ecommerce Prospects
Facebook offers two advanced advertising options to help merchants reach existing customers and identify new prospects. One option, Custom Audiences, consists of a list of existing customers that is...
View ArticleUsing Twitter’s New Website Card to Drive Traffic
Twitter cards are a recent advertising product that facilitates attaching rich media experiences to tweets, to promote content. Of the nine cards available, two do not ...
View ArticleFacebook Introduces 3 New Advertising Features
Facebook continually makes changes to its advertising platform. Typically, this is little more than user interface modifications in Ads Manager. But on occasion the changes ...
View ArticleFacebook’s New ‘Ad Preferences’ Could Help Users, Advertisers
In June, Facebook announced the launch of a new feature that allows users to exert more control over the ads they see. Called “ad preferences,” ...
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