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Showing posts from January 15, 2018
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Automated, multichannel display advertising for small businesses finally coming to fruition

Roughly a decade ago, a variety of companies were trying to simplify and make (self-service) display advertising accessible to small businesses (SMB): AdReady, AdMission and iPromote. Today, only iPromote is still carrying that torch; the others have been acquired or exited the SMB market.While they weren’t all the same and used different tools, it’s safe to say that these companies were well ahead of their time in one way or another. And most weren’t able to make good on their promises of simplicity and performance. Now, the market and technology have caught up and started to make automated cross-channel display advertising for SMBs a reality.iPromote says its mission is “to make display advertising accessible and affordable to every business, regardless of budget, through technology designed from the ground up.” The company’s technology automates the ad-creation process by pulling creative assets from existing SMB websites and social media.[Read the full article on MarTech Today.]

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The top Walmart and Amazon product page experiences of 2017

There isn’t “one thing” separating a great product page from a terrible one. Instead, brands in 2018 should think holistically about how they are crafting a positive consumer experience on their product pages — even on third-party retailer sites.At a very high level, brands can boil this concept down to execution across eight product page components: product title, product description, bullets, images, image resolution, rich media content, product rating and number of reviews.Related to my work at Salsify, our analytics team has set up a number of data-gathering operations to power a grader for Amazon and Walmart.com product pages across all these elements. The grades themselves are based on best practices identified by the retailersthemselves.The product pages below were captured by our grader tool during Q4 2017 and were among the highest-scoring in their respective categories. Each presents its own directional lesson to brands thinking about ways to test and improve their product p…

High-level search marketing: How to keep your momentum from the holiday season going

Businesses tend to have a huge marketing push right before, and often during, the holidays, but often times these marketing campaigns fizzle out after the new year.It’s easy to dial back your marketing efforts and budget after a busy season, but if you’re smart you’ll keep that momentum up well into the first months of the new year.Here’s how you can keep up your push in marketing efforts in 2018.Start email marketing campaigns early and target rightIf you played smart during the holidays, your email leads should’ve increased significantly. The best practice is to act fast. Your new leads may have purchased their holiday gifts already, but that doesn’t mean they’re done shopping. Understand that your customers want to hear from you, so it’s best to act fast.This starts with targeted email campaigns. Instead of doing the hard work yourself, use the help of marketing automation software to determine which content fits each audience. For example, automation software looks at the previous…