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Ecommerce

Commerce and Community: Sears' Santa's Helper Promotion
Posted 01 Dec 2009 by John EckmanTags: 3Cs, Advertising, Application Stategy, Assembled Web, Business Model, commerce, Community, Ecommerce, ecommerce Strategy, Marketing, multi-channel, multichannel, Recommendations, Reviews, Shopping, social shopping, User Generated Content

MySears keeps doing great work with respect to the convergence of content, community and commerce. Take this holiday promotion, for example: + Read more

Target Adds Content from DailyCandy to Drive Traffic
Posted 02 Jun 2009 by Marc OsofskyTags: Ecommerce, Ecommerce solutions, ecommerce Strategy, Marketing, OCentric, Retail

Great piece in the WSJ on how Target is adding content to it's ecommerce site from DailyCandy to increase traffic.  Conventional ecommerce wisdom was that buyers only come to the site when they have an intent to purchase.  Therefore, content would only distract potential buyers and reduce conversion rates.  Sucharita Mulpuru from Forrester states this conventional wisdom well in the article, The idea back in the dot-com heyday was that you could use content to drive people to commerce," Ms. + Read more

3 New Ecommerce Funnels: Part 1
Posted 21 May 2009 by Marc OsofskyTags: Ecommerce, Ecommerce solutions, ecommerce Strategy, Marketing

A lot of our ecommerce clients are expressing frustration with their current approaches to drive traffic to their sites. Nearly all are currently spreading their dollars across paid search, email and affiliates. The effectiveness of all 3 are generally declining and the cost per converted customer is going up. But most retailers are unaware of viable alternatives.There are 3 new ecommerce funnels that have been proven to work. I will describe the first one here and as soon as I get a chance I will post the other 2. Please add your own new ecommerce funnels in the comments. + Read more

Calendar Marketing - the new email marketing for retailers
Posted 20 May 2009 by Marc OsofskyTags: 3Cs, application syndication, Content Marketing, Ecommerce, ecommerce Strategy, Marketing, oview, Retail

Retailers use email to reach customers at their desktops to try and get them to return to the store to buy. The effectiveness of this tactic is on the decline, largely because: + Read more

Marketing to Women? Don't Ignore the Blogosphere
Posted 18 Apr 2008 by John EckmanTags: Advertising, Advertising Landscape, Amateur, Blogs, Community, content syndication, Demographics, Direct Consumer Engagement, Ecommerce, long-tail, Marketing, media, Media Advertising, Media and Publishing, Metrics, Online Advertising, Retail, User Generated Content, Web 2.0, Widget, WordPress

Brands who hope to market to women should no longer consider the blogosphere as an emerging or fringe channel, but should recognize the pervasive presence and increasing influence of women as authors, readers, and commentors on blogs. + Read more

Ecommerce Strategy - Personalization
Posted 08 Apr 2008 by Errol ApostolopoulosTags: Ecommerce, ecommerce Strategy, Marketing, Personalization, Personalization Strategy

In the greater context of an ecommerce marketing strategy, it is clear that one of the most important components focuses on maximizing personalization opportunities throughout the customer experience. However, most ecommerce retailers struggle not only with what personalization tools and techniques to provide & support, but also how to establish a framework and roadmap to build their strategy. ecommerce providers must first answer a range of over-arching questions in order to develop and prioritize their business strategy to support their personalization goals. For example, + Read more

Ecommerce Marketing Strategy #1: Search + Blogs = Traffic
Posted 22 Mar 2008 by Marc OsofskyTags: 3Cs, Blogs, Ecommerce, Ecommerce solutions, ecommerce Strategy, eTail, Marketing, OCentric, Online Advertising, Retail

Most ecommerce retailers continue to rely on email spam and online pay per click advertising as the primary mechanisms to generate site traffic even though the cost continues to rise and the effectiveness is declining. A recent Forrester survey shows that in 2003, 31% of consumers deleted email advertising without reading it. In 2006 that number had reached 72%. A more cost-effective and consumer-valued approach has been proven in other industries and retailers that adopt it first will achieve a competitive advantage. The approach is quite simple: Search + Blogs = Traffic + Read more