advertising Archives - Elemerce

Save The Sale: Retargeting Marketing Tips 

Using Retargeting To Bring Back Lost E-Commerce Opportunities

E-Commerce has truly changed the traditional shopping experience where a customer would go to a specific store to browse or in search of an item. Nowadays, we constantly scroll through content on our electronic devices making the online shopping experience a 24/7 game. Because of this, the sales funnel has evolved and so have marketing initiatives. Ecommerce brands should be using retargeting and remarketing strategies to turn viewers into buyers. 

The path to purchasing is much different online than in a traditional store setting. Traditional settings think about things like aisle displays, but online sales go through a web of social media ads, blogs, influencers, emails, and more. This web of various digital advertising and strategies all lead to someone eventually creating a cart and making an electronic payment. 

Traditional Advertising Methods No Longer Work

It used to be that traditional advertising such as television or print ads is no longer a viable source of information. Today consumers read reviews, search for videos online, and read blog posts from purchasers. Consumers also search for competing brands to compare pricing, quality, and options. 

For marketing efforts, you must consider the new age thinking: Budget, Authority, Need, and Timeframe (BANT). The beginning of any online shopping experience is usually just brand awareness. Over time, users will keep seeing your digital marketing efforts and find a need. 

Turn Abandoned Shopping Carts Into Sales

It is said that 75% of shopping carts online are abandoned. That means users adding products to their cart but did not actually purchase. By using retargeting, you can bump those customers to remind them of their desired purchase that they did not make. 

Retargeting is happening on the internet all around us. You find a pair of sunglasses you like, you put them in your cart, decide to wait, and then the next day those same sunglasses are popping up as ads on your social media, display ads on websites, and even in your gmail. This is not a coincidence; this is retargeting. Retargeting is when you show ads to someone because of their browser history. 

You can also use old customer data to remarket 

There is also a similar term to be aware of: remarketing. Remarketing involves collecting customer info such as emails or phone numbers and sending them marketing promotions and updates. The overall goal with both is to convert those customers – both old and new – into a converting sale. 

If you are an e-commerce store and you are not using retargeting or remarketing strategies, it is time to get on it. There are many tools and resources out there to use this online sales tactic to show your ads to the RIGHT customers – converting higher sales! 

Elemerce was created to empower ecommerce brands for growth. Contact us today to see how we can help you reach your online sales goals. 

Zack Propst

What iOS 14.5 is and How it Will Affect Facebook Ads

The Apple update that Facebook has been dreading will soon be in the pockets of millions of Americans sometime next week. iOS 14.5 will come with new features along with an adjustment to Apple’s privacy policy, which will require applications and advertisers like Facebook to follow Apple’s new App Transparency Tracking Guidelines.

What is App Transparency Tracking?

App transparency tracking is a new set of rules requiring apps that use IDFA for ad targeting to request user data before collecting it. Basically, right after a user downloads the update and goes into an app like Facebook, they will be asked to consent to share their data with the platform. It’s important to note that this set of rules only applies to applications that use IDFA to personalize ads. IDFA, or Identifier for Advertisers, is Apple’s unique software ID on every iOS device that advertisers like Google and Facebook have been using for years to personalize ads.

In preparation for this update, Google actually started using SKAdNetwork instead of IDFA for its personalization. Since SKAdNetwork isn’t as robust as IDFA and has time limits on how long it tracks users, it’s not targeted by the ATT. Google’s ads will continue uninterrupted.

How iOS 14.5 Will Affect Advertisers

At face value, this is concerning news for anyone who uses Facebook and Instagram to deliver ads. In the past, Facebook users had to go into their settings and turn off data sharing in order to stop their information from being shared. This was something only 25% of iPhone users ever did. With the new update, however, users will have to consciously consider allowing their data to be tracked by advertisers. Although some polls suggest only 20-40% of users won’t consent, according to Hootsuite, 47% of Facebook users don’t trust the platform to protect their data and privacy.

Given these stats, it’s safe to assume advertisers will slowly stop getting updated data from users once this update is rolled out, and Facebook and Instagram ads will see a slow but significant drop in reach. How much, specifically? That’s yet to be determined.

The End of Facebook Advertising?

Not by a longshot. As mentioned before, Google has already moved over to SKAdNetwork to exempt themselves from the ATT rules and Facebook already has plans in place to do the same. When this is implemented, Facebook ads will still have similar reporting and reach as they do now, but the data won’t be as accurate as it was when using IDFA.  If you are concerned that this will impact your business, however, it’s worth considering how much money you put into Facebook ads in the future.

How to Prepare for the Update:

First off, don’t panic. Facebook ads aren’t going anywhere. The data they provide might not be as in depth and in real-time as before, but it will still be much more accurate than throwing up a billboard on a highway.

Additionally, although Facebook might seem like the center of the world when it comes to digital marketing, it’s only a small piece of the overall pie. Google and their robust advertising suite will be unaffected by the upcoming update, and their PPC and Display Network ad services will continue without interruption after this update is rolled out.

If you do have concerns about the constant changes to online advertising, selling and advertising on Amazon worthwhile move you can take. Since all of their advertising functions are tracked and executed natively, they will never come under the crosshairs of phone updates. (And Amazon has much higher conversion rates than both Google and Facebook!)

If you have any questions or concerns about how your online advertising is going to be affected by iOS 14.5 we’d be happy to help. Contact us Here!

 

 

 

3 Best Email Marketing Tools To Use For 2021

With newer access to marketing tools like text message campaigns, social media, and even AI chatbots, some people believe email marketing is dead. However, as of 2020 there are 3.9 billion email users worldwide and by 2023, it is predicted that number will grow to 4.3 billion. 

There are 293.6 billion emails sent out everyday, proving that email marketing is far from slowing down. If you are not using email marketing, it is time to step up your digital marketing game because your competitors are sending emails. Even if you think sending weekly email updates is spammy or you are seeing a low percentage of people opening, do not give up. This just means you need to get creative with your campaign content, see what competitors are doing, and test out other software and options to improve your email campaigns. 

Here are our 3 favorite email marketing tools to consider: 

Best for E-Commerce: DRIP 

Drip is an e-commerce marketing automation that uses your email collected email data and sends automated emails based on user activity. If someone is looking at your site for example, they will send them an email and even a text reminding them about an abandoned cart. It categorizes your customers based on collected data tags and customizes their campaign experience with personalized content. If you are an e-commerce website, this powerful tool can take your email marketing efforts to the next level of success. It integrates seamlessly with popular e-commerce websites like WordPress, WooCommerce, and Shopify. 

Best for BloggersConvertKit

ConvertKit has a lot of features specifically for creators so if you have a YouTube channel, a podcast, or are a blogger, this is a great service to consider. ConvertKit has segmentation tools to turn your casual viewers into subscribers. Their easy email templates allow personalization so your readers feel connected to your brand. Their focus is to help artists and creators grow their brands and make a living online. 

Best for Overall Business ConstantContact 

ConstantContact has been continually growing in popularity over the years. It has an easy to use back end that allows you to create beautiful customized emails for your business. Their technical support is rated better than competitors like MailChimp and their pricing is a little cheaper too. ConstantContact integrates with most website platforms from Shopify to WordPress, and you can even manage social campaigns too. You can easily check your campaign performance and segment your lists for optimum reach. 

There are so many options for email marketing platforms, and even some free options too. Generally though as your list grows, your marketing plan cost will go up. Ideally as you keep your lists segmented and up to date, your campaigns should be effective. 

It is always best practice to check what a good conversion and open rate is for your industry and set your goals to exceed those numbers. As with anything, consistency is key. Your campaigns will build customer loyalty and get your messaging out to your fans. If you need help with your email marketing, Elemerce is a great resource. Contact us today to discuss how Elemerce can help you!

Top Tips for Amazon Advertising

Every brand knows that marketing and advertising are key to their success, from growing brand awareness with target audiences to converting prospects into customers. It can be difficult to know where the best place to advertise is, though, and what the best channels to invest money into are. 

Amazon advertising provides brands an opportunity to connect their customers directly to their ecommerce offerings and products on Amazon. Here’s how brands and small businesses can use it to help grow their sales and boost their Amazon presence. 

What is Amazon Advertising? 

Amazon-specific advertising has been around since 2018 as an effective search advertising solution for vendors on Amazon. Similar to PPC ads on Google, vendors only pay when shoppers click on ads. Amazon Advertising can be a core advertising platform for Amazon vendors and can serve as a good advertising alternative to Google and Facebook advertising. 

How Does Amazon Advertising Benefit Your Business? 

Amazon advertising has similar benefits to other digital advertising channels, but can be specialized and targeted to Amazon vendors and their unique goals: 

  • Higher search ranking: Every brand wants to be the first option that customers see when they search for a product. Amazon sponsored ads will help drive visibility and make your brand more competitive. 
  • Cost-effective: A unique aspect of Amazon advertising is that sellers will only pay for clicks on an ad, not the impressions that an ad generates. Amazon will also deduct the advertising cost from the sale revenue of the advertising seller. 
  • Measurable analytics: Sellers can easily track the performance of their advertising and link the spend of their ad campaigns to the increase in sales. Analytics helps advertisers tweak their keyword strategy to make it more effective and reach more customers. 
  • Positive user experience: Sponsored ad content easily displays on desktop search but works equally well on Amazon apps across smartphones and tablets. 

If you’re looking for support to help make the most out of your Amazon advertising, our expert team can help. From advertising best practices to keyword strategy to designing creative, our team can help you create a strong Amazon advertising plan that helps you reach your business goals. Get in touch today. 

 

The Importance of an Amazon Storefront

Amazon storefronts are like having your own landing page or ecommerce store page hosted on Amazon, creating a more effective and personalized way for small and medium-size businesses to use Amazon as a marketplace without getting completely lost in the shuffle of thousands of vendors. According to Business News Daily, “Launched in September 2018, Amazon established Storefronts as a separate section where it highlights small businesses, features curated collections of unique products and provides a platform for an online small business experience. Instead of navigating thousands of online sellers, Amazon wants customers to interact with small businesses and have an intimate, mom-and-pop-shop experience through the online platform.” 

Amazon Storefronts provide an opportunity for retailers to stand out from their competitors and earn an advantage in brand awareness and customer acquisition. 

The benefits: 

  • Increased branding opportunity and messaging, which drives consistency across platforms and social media and creates a better connection with customers. 
  • Content and messaging can be updated on storefront pages to promote seasonal offerings and other promotional campaigns. 
  • Having a dedicated storefront can make it easier for customers to favorite and find your brand after a purchase, increasing the number of repeat transactions and improving customer satisfaction through an easier, more intuitive customer experience. 
  • A storefront can help drive more effective Amazon advertising campaigns.  According to Amazon, brands who use Amazon’s Sponsored brand ads see a 22% ROI on advertising when their ads are linked directly to Storefront pages instead of product pages. 
  • Brand logos and small banners on product detail pages in Storefronts can drive improved store and product discoverability by customer search.
  • Brands who use Storefront have the ability to drive traffic to these landing pages from external leads and advertising platforms. 
  • Storefront brands have the potential to rank higher in Amazon’s organic customer search results. 
  • A Storefront can provide a better user experience across desktop and mobile shopping. 

While you don’t need a Storefronts page to successfully sell on Amazon, it’s an effective way to reach more customers and gain more brand equity. If you’re interested in how you can work with Amazon to qualify for an Amazon storefront in your product category, our team can help you better understand the process and make sure that you’re positioned well to be part of Amazon’s highlighted small business creators and entrepreneurs.

4 Sales Your Business Can Run on Black Friday and Cyber Monday

Black Friday and Cyber Monday are two days that should be marked on every business owner’s calendar as we approach the end of the year. 

What started as a day of discounts has since turned into a four-day weekend of sales. Black Friday and Cyber Monday, also known as BFCM, is a great opportunity for businesses to run sales that increase revenue and acquisition to accomplish end-of-year goals. 

For business owners looking to run a BFCM sale for the first time or those just looking for fresh ideas, keep reading for five different sales your business can run that won’t require months of planning. 

1. Discounts Based on Quantity

Instead of opting for a blanket or sitewide discount, go for a discount based on a quantity of products ordered. For example, 25% when you spend $100. This “buy more, save more” discount typically results in high average order values, which creates a larger profit margin and more inventory sold.

2. Offer a Gift Card with Every Purchase

Want to keep customers coming back long after Black Friday and Cyber Monday? Offering a gift card to customers who purchase during BFCM is a great way to incentivize future purchases and creates customer loyalty. 

3. Donate to a Cause

During these challenging times, many companies have opted out of flash sales during BFCM, choosing instead to donate a percentage of proceeds with every purchase made. This can lead to more engagement and sales, but more importantly, it is a great way to give back and can strengthen your brand’s purpose.

4. Partner with Influencers

Collaborating with influencers to promote your Black Friday and Cyber Monday sales can drive sales and create brand awareness. When teaming up with influencers, ensure their audience aligns with your product and choose top-performers on social media to promote your sales.

 

What is Native Content Advertising and How Does it Benefit Your Business?

Being a business owner is a never-ending role that requires you to continuously learn the best new practices that can help grow and scale your brand. From social media and e-commerce to ad campaigns and more, it can be hard to keep up with the growing list of to-dos that your business asks of you. 

However, with a few helpful tips, getting the hang of marketing tactics like native content ads can be a breeze! Here is everything you should know about native content advertising and how it can benefit your business.

What is native content advertising? 

Native advertising is the use of paid ads that blend in seamlessly with the look, feel, and purpose of all the media in which they appear. For example, a native ad can be a sponsored social media post or a suggested link on a webpage. The beauty of native content ads is that they appeal to viewers naturally, cohesive to the media they are already engaging with. 

How do native ads benefit your business?

In a study by Time Inc, two in three GenZ, Millennials, and GenX consumers reported that they trusted branded content more than traditional advertising because they appreciate when brands don’t just aim to sell but to share exciting or educational content with them. The majority of participants also felt that branded content is more creative, attention-grabbing, and thought-provoking than traditional ads. Increased brand awareness and engagement can drive new customers to make purchases from your business. These results are reflected in a Collective Bias survey, which found that one-third of Millennials have purchased something after seeing a sponsored post.

What services should you use? 

There are many helpful resources you can use to create professional ads. Taboola is one of the most popular platforms for developing native advertisements, many of which you may have come across on your favorite websites. Taboola partners with large publishers like NBC News, Daily Mail, and more, reaching over one billion users per month. Advertisers can create content on Taboola with a designated pay per click sum and target audience. Once your content is ready, simply wait for a boost of traffic the native ads will bring to your page. Another great platform to consider is Outbrain.

How does retail geofencing work?

If your business exists in a physical space as well as online, retail geofencing is a marketing tactic you should consider. Geofencing is a type of digital marketing that involves creating a virtual perimeter around a space (like a store or restaurant) that allows retailers to send customers text messages or notifications upon entering the “geofence.” If customers opt into this initiative, retailers can target personalized marketing campaigns, strengthen customer loyalty, and boost brand awareness.