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Patrick Holmes

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Retargeting is a crucial e-commerce marketing strategy for direct-to-consumer (D2C) brands. Retargeting not only helps companies bring back the whopping 90% of website visitors who leave without purchasing, but it also provides personalized advertising experiences that increase return on investment (ROI) and improve conversion rates.  Advertisers find success with retargeting indecisive shoppers and bringing them back to complete purchases. You can find success with retargeting across a broad network of platforms and devices, including social…

Cost per mille (CPM) refers to the average cost of one thousand ad impressions or the average amount you pay every thousand times internet browsers load your ad. The “mille” in cost per mille is the Latin word for “thousand,” so to find CPM, you divide cost by impressions and multiply by one “mille” or thousand. The equation looks like this: CPM = cost/impressions x 1000. Some display networks offer CPM as a pricing structure…

Black Friday and Cyber Monday generate almost half of all holiday shopping traffic, so does it make sense to run holiday ads during the remaining several holiday weeks? The answer is a resounding “yes!” Most holiday shopping happens before the actual holiday while people rush to buy Christmas gifts and beat the shipping cutoff, but people still want to buy stuff on Christmas, Boxing Day, and New Year’s. Think of all the gift cards! Don’t…

E-commerce marketing strategies must incorporate dynamic retargeting to be fully effective. On average, 96% of site visitors will leave your website before converting into customers, and the average shopper visits a site over nine times before making a purchase. Retargeting helps to capture those lost opportunities and shorten the conversion time by ensuring your brand remains at the forefront of consumer minds. Wherever they spend time online — whether it be their favorite websites, social…

To determine whether an ad campaign is making or losing money, you must measure the return on ad spend (ROAS). It’s nice to get a lot of clicks, but they’re not worth much if that’s the only action your customer takes. The same goes with conversion data — if you’re only measuring whether people are entering your funnel, this doesn’t tell us how well a new campaign is producing revenue. Analyze your click and conversion…

Behavioral targeting segments your audiences based on their interests as exhibited by their behavior. By gathering data, segmenting, and targeting your audiences by behavior, you can vastly increase your sales and win client loyalty. Recent research by McKinsey & Company indicates that  “organizations that leverage customer behavioral insights outperform peers by 85% in sales growth and more than 25% in gross margin.” Any company that ignores these figures won’t be around for long because customers expect personalized…

The use of mobile devices and apps increases year-over-year, making mobile marketing strategies a higher priority for digital marketers than ever before. As of 2018, global mobile app revenue amounted to over $365 billion. In 2023, mobile apps will generate more than $935 billion in revenues through paid downloads and in-app advertising. To tap into the potential of this market, companies need to add mobile-specific advertising strategies to their annual marketing plans. Here we share some…

Everyone has access to data. Most can read it; some can even make assumptions from it. But very few can build on their data in a timely, relevant, and profitable manner. The people in these cases may have too much data or be looking at the wrong metrics. Perhaps they put too much stock in the wrong data sets or simply don’t quite understand their customer journey. In these cases, there’s probably something fundamentally wrong with how…

Convincing people to buy stuff from you is hard, but fierce competition in the e-commerce industry and the quickly shifting foundations for promotion and direct selling only make success more difficult. Product promotion and business growth best practices change continuously as internet browsing habits shift, advertising channels mature, and new platforms emerge. While all of this could be overwhelming, keep in mind these five tried-and-true e-commerce advertising methods and give yourself a great head start.…

Imagine this scenario: a person finds your website and within minutes, decides to complete a purchase — becoming a lifelong customer. Most marketers are wise enough to know that the chances of this happening on a massive scale are small. About 96% of the people that visit a website for the first time are not ready to buy. People need more than one interaction with a brand to feel compelled to take the plunge and become…