Ecommerce Trends to Watch

July 20th, 2018 Comments off

Ecommerce is experiencing a new wave of innovation. While buying products online is now commonplace, the technology supporting e-commerce is evolving to eliminate any remaining friction in the purchase process. This article will examine some of the most exciting developments in e-commerce and how they are changing the retail experience.

  1. Mobile-First Shopping Takes Hold

The first era of e-commerce took place using desktop computers. The next will take place in the palm of your hand. At the end of 2017 two-thirds of e-commerce transactions were completed on a mobile device. Retailers are responding by partnering with social media platforms such as Facebook and Instagram to drive sales. Consumers can now enjoy the entire retail experience on a smartphone and innovations such as fingerprint authentication remove even more friction from the purchase process.

  1. The Growing Prevalence of Voice Search

Another innovation that is removing friction from retail is the growth of voice search. Voice search using Alexa, Google Home, or other smart devices allows consumers to make a purchase verbally, sometimes without even seeing the product. Purchases through Amazon or Google can be authenticated using a credit card and shipping address on file. Voice search adds greater convenience for consumers and new challenges for retailers. As one business school professor noted, voice search using Amazon’s Alexa favors the company’s own brands at the expense of competitors. Brands depend on visual marketing to communicate with consumers and as voice search takes off will need to completely rethink their marketing efforts.

  1. Customers Expect Faster Shipping Times

It used to be that goods were shipped in a week and the customer was entirely satisfied. Amazon changed the game when it gave Prime members free expedited shipping. Now ecommerce sellers are racing to offer faster and faster delivery. Ecommerce sellers can simply go to Stamps.com to print shipping labels with the fastest delivery times USPS has available. Online shoppers have become accustomed to quick shipping and easy returns and retailers that refuse to play will lose sales competitors.

In a few years’ time, shoppers will expect to be able to order a product out loud and have it delivered quickly, safely and securely. The next wave of e-commerce eliminates many of the common frictions and pain points in making a purchase. Companies that do not embrace this trend will be left b

Categories: Marketing for Ecommerce, Shipping Tags:

How to Use Google’s AdWords Keyword Planner

June 22nd, 2018 Comments off

If you’re just starting out with AdWords for your online business—or are curious about digital marketing in general—it can be very confusing to figure out how to deal with keywords. Fortunately, Google has long included a keyword planning tool as part of the AdWords platform that handles advertising campaigns within its search engine network.

Even if you’ve worked with the keyword planner before, you may need a refresher since Google recently redesigned the entire AdWords portal, including the planner.

Here’s how to use to Google’s AdWords keyword planner to figure out which keywords you want to include in your search marketing campaigns.

Evaluating Keywords With Google AdWords

To get started, first navigate to Google AdWords and create an account, if you haven’t already.

Once you’ve logged in, you’ll be presented with the AdWords home page and are ready to begin.

1. Click on the wrench icon in the upper-right toolbar, then select “Keyword Planner” from the “Planning” column.

2. Enter a specific keyword or key phrase related to your site, or simply enter the link to the website itself. The Planner uses this information to display suggestions for related keywords.

3. The next page is the main section of the Keyword Planner, “Keyword ideas.” This screen displays a variety of related keywords and key phrases, and gives you several options for organizing and analyzing the results.

4. If you want to narrow down the results by location or language, use the drop-down menus at the top left of the screen.

5. To only see keyword ranks for specific times of the year, adjust the date range in the calendar drop down at the top right of the screen.

6. To see which related keywords and phrases are searched for most often, click the “Avg. monthly searches” button at the top of the related column to re-sort the results.

7. Sorting the “Competition” column tells you how difficult it would be to “break into” the search results for those keywords or phrases. High competition keywords already have other ads that dominate those search results, while low competition words are easy to increase ranking.

8. If you plan to use these keywords to develop an advertising campaign, use the “Top of page bid” columns to see how much you’d need to spend to have your ads rank highly.

Whether you just want ideas for new keywords or projecting marketing budgets, AdWords Keyword Planner is a valuable tool. Search engine marketing is all about getting a leg up on the competition, and mastering AdWords Keyword Planner can give you just the competitive advantage you need.

Categories: Marketing for Ecommerce Tags:

Call us toll-free at 1-888-434-0055, Monday - Friday, 6 AM - 6 PM Pacific Time.