Whitepapers

3 Strategies to Impact Your Consumer’s Path-to-Purchase

Image from: Maze image / Shutterstock I want you to take a moment to look around you. How many Internet-enabled devices do you own? I currently have two in my direct line of sight (computer, phone) and one in my bag (laptop). Like you and I, consumers live in an ‘always on’ environment. Yet, because of the multiplicity of these devices, it has become increasingly difficult to trace a consumer’s

Is Subscribe & Save Working?

Image from: Subscribe Function / Shutterstock   Auto replenishment programs are supposed to make consumers’ lives easier— they simply sign up and then receive the product at their front door without any hassle or worries. To better understand the extent of awareness and usage of such programs, we took a closer look at Amazon’s Subscribe & Save, one of the better known auto-replenishment programs in the market. In addition to

4 Keys to Improving Any Ecommerce Strategy

Image from: Stopwatch/Magnifying Glass/Faucet/Lightbulb / Shutterstock   This year $1.17 billion was spent on Cyber Monday, marking the heaviest online spending day in history. That’s a lot of capitol being exchanged exclusively online (in terms of Furbies, it’s about 19,500,000, in case anyone was wondering). Inevitably, in the thick of the commercial maelstrom known as The Holiday Season, concepts like Path-to-Purchase are gaining an almost reverent focus. The point of a

3 Steps in Picking the Perfect Affiliate Partners

Affiliate marketing is one of the best ways you can sell your product. There are a lot of advantages to having someone else sell for you, including exposure to an audience you may have never reached on your own. Building out your affiliate program is like choosing your friends; you need to carefully pick and choose who you work with since they will be directly representing your brand and…

Seeing Between the Lines of the Search and the Click

Image from: Online Search / Shutterstock Search marketing is an intense and competitive battlefield, and for those of us in the trenches it can feel like being dropped in an unknown location without a map or GPS to guide us. To date, the ability to track actual consumer behavior from a search to a click has been virtually non-existent. Because search engine results pages (SERPs) are different for every consumer

5 Things Every Marketer Should Know About The Consumer Path to Purchase

Image from: Online Purchase / Shutterstock The introduction of new devices, platforms, content and all around new ways to engage consumers has fundamentally changed the way consumers build relationships with and become customers of brands. In order to meaningfully engage with consumers at moments when they are most receptive to brand messaging, understanding the consumer’s path to purchase has become a need to know rather than a nice to know.

Ecommerce Tip: Find Your Customers When They’re Most Ready To Buy

Image from: Shopping Mouse / Shutterstock It sounds obvious, but if you’re responsible for optimizing an ecommerce channel for a brand or client, you need to be focusing on the entire life cycle of your customer. This way you you can understand when they’re most likely to buy and focus your online marketing spend on the correct channels. Because new and returning customers will be buying from you directly, online, you should

Understand Consumer Behavior, Watch Referral Traffic Pour In

Image from: Connections and Referrals / Shutterstock As a “results-driven” online marketer, it’s easy to get caught up in analytics and numbers. Figures and statistics keep your boss less sadistic. That’s a saying, right? Taking a step back and actually thinking about your prospective customers seems like common sense, but not thinking about them is a mistake we marketers make every day. Instead of driving referral traffic to our sites

Is E-Commerce Too Big an Investment for Mass Retailers?

Image from: Nordstrom Anniversary Logo / Nordsrom.com Nordstrom is currently in the middle of their annual anniversary sale running July 20th through August 6th. No stranger to the sale store front, they promote five big sales a year. With a big push financially to drive their online sales this year, I decided to see if their e-commerce efforts have paid off so far in terms of driving traffic to the

Is Southwest’s Acquisition of AirTran Helping its Online Presence Take Off?

Image from: Plane Taking Off / Shutterstock With generally slim profit margins, airlines must do whatever possible to remain competitive.  Southwest decided that meant buying AirTran, now a wholly-owned subsidiary of Southwest.  The acquisition agreement was signed May 2, 2011 with the mission of improving the business, in part through better economies of scale.  Since then, routes have been consolidated and integration of frequent flyer programs is under way.  But

Are Norwegian’s Promotional Efforts Allowing Them to Cruise by their Royal Competitors?

Image from: Cruise Ship Image / Shutterstock When planning a vacation there are many decisions that must be made. Where to go, how to get there, and if are there any enticing deals available are all common questions to consider. Norwegian Cruise Line has recognized this process of potential vacationers and is taking appropriate action in hopes of cruising ahead of competitors. Norwegian’s latest offer, “Bask in Free Upgrades” ran four