Andrea Johnson

Ecommerce Development in Brazil: An interview at IRCE [Video]

April 17th, 2015

Even though the Internet Retailer Conference and Exhibition (IRCE) 2014, the world’s largest ecommerce event, was held during the FIFA World Cup in Brazil, more than 60 Brazilians made it to the conference.

The contingent was led by Priscila Inserra, Executive Director, and Renato Gonzaga, President, Concierge Brazil. The goal of their organization is to advance Brazil’s digital marketing by exposing executives to knowledge gathered at ecommerce events across the globe.

“Brazil is really growing in (the digital marketplace), and we are proud of it,” Priscila said. “We are starting to exchange experience. We don’t consider ourselves as mature as American companies, but we can learn a lot. We are taking as much content as we can back to the businesses in Brazil.”

Priscila was surprised by the event’s focus on technology.

“In Brazil, we focus a lot on marketing,” she explained. “America has tools that are much more sophisticated. But when we can join the expertise of the Brazilians and Americans, they will work well together.”

Watch the whole interview below: “Global Ecommerce: Developments in Brazil


You can follow Andrea Johnson, Copywriter, MECLABS on Twitter @IdeastoWords.

 

You might also like                          

Ecommerce Marketing: Top takeaways from the MarketingSherpa Media Center at IRCE [More from MarketingExperiments]

Global Ecommerce: The $1.2 trillion opportunity outside North America [More from the blogs]

The MarketingSherpa Ecommerce Benchmark Study [Download it now]

Ecommerce: How to preserve your brand globally [Video] [More from the blogs]

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David Kirkpatrick

Content Marketing 101: Tips on content strategy

April 14th, 2015

By this point, I think most marketers understand the value and importance of the content marketing channel. It’s well known that prospects for both consumer and B2B marketers are now doing most research on their own — I’ve seen research reporting B2B prospects are now getting 80% down the pipeline before ever raising their hand and letting you know they might be a customer.

content marketing

 

A prospect 80% down the pipeline is likely going to be a more qualified prospect because they are nearing the end goal in terms of making a purchase — and because Marketing and Sales only have to get that last 20% to close the sale. At the same time, it means you can’t just push out marketing messages to names and leads in order to reach the entire marketplace.

The solution to this issue is to have a solid content marketing strategy in place, maybe even making content marketing the centerpiece of the overall marketing strategy.

Having spoken with hundreds of marketers about their content strategies over the years, I wanted to share tips on some of the basics of content marketing with the MarketingSherpa Blog reader.

 

It’s not about selling

One point about content marketing that can’t be emphasized enough is this: It’s not about selling your company, your products or your services. At its core, a content marketing strategy is targeting those prospects in the research phase that have yet to identify themselves as potential customers. You don’t know their names; you don’t have their email addresses in your database, and they might not even follow you on social media.

However, they are conducting research on your products, your services, your marketplace, your competitors and your company. If you can become a resource of basic information and instruction around the general marketplace of your business, you can become a trusted destination for those as-yet unknown prospects.

The two terms to keep in mind here are thought leadership and brand awareness. If you can provide valuable and relevant content to people conducting research on your marketplace, products and services, you can become a thought leader for information in that space.

As people visit, and revisit, your website and other digital outposts (such as a Facebook page or answer to a question on Quora) without being sold to, they will become aware of your brand. When they do decide to take a more definite step and raise their hand to be sold to, hopefully you will be top of mind.

Read more…

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Andrea Johnson

Tools to Help Marketers Stretch Their Budget

April 10th, 2015

When a prospect enters her credit card online and hits “buy now,” chances are it isn’t her very first visit to the site or touch point in the sales process. According to Jeffery McCollum, Founder of CAKE, a digital marketing company, a sales path rarely leads directly to conversion.

“The client might see a display ad and not do anything. They might get an email and not do anything. But then they go to Google, search for the product, and purchase it,” he explained. “There’s touch points leading up to that sale, but marketers only count that Google click. But it’s really important to understand how effectively marketing dollars in those other channels contributed to the actual sale.”

Watch the whole interview here: 

  Read more…

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Daniel Beulah

Digital Marketing: What is a 21st century brand?

April 7th, 2015

What is a brand?

Specifically, what is a brand in the 21st century, when we have the ability to converse directly with our customers?

Is it a product, a culture, a destination, service or ingredient? Or is it something more metaphysical? Steven Jones said in his book, Brand Like a Rockstar, that,

Brands are so much bigger than business, logos, names and locations. Brands go deeper, beneath the visible surface and exist in the mind. Brands are essentially perceptions and emotions. They are feelings and associations that come from interacting with a product or service.

A brand in the 21st century exists in the feelings customers get when they interact with a company’s product. It is a direct reflection of that company’s culture, value proposition and the individual personalities of its executives and employees that help shape the brand’s core values.

With the advent of social media, the cultural norms that dictate how a brand interacts with its customers have irrevocably changed the way we view it.

Brands have become more human, and today’s technology allows us to have a real-time conversation with our customers as well as allowing them to start a real-time conversation with us. This means brands are quicker to respond to the praise and critiques of marketing campaigns.

Recently, Starbucks had a social marketing campaign that focused on a desire to force its customers to talk about race. In the campaign, Starbucks had their employees write, “Race Together” on cups of joe.

race togetherThe idea was that every time someone got a cup of coffee, it could be an opportunity to talk about the recent racial and social tensions that have recently gained traction in the national media.

The campaign failed spectacularly.

After only a week of near constant criticism, it came to an end. However, it didn’t harm the Starbucks brand. In fact, it reinforced the brand’s values in the minds of the public. Because Starbucks has crafted a socially-conscious brand image, it has often been criticized by taking a stance on socially divisive subjects.

However, for better or for worse, the company has taken a stance on social issues, which is the main fact perceived not only by customers but also the media at large. Failures have (so far) been forgiven.

The hardest part of managing a brand in the 21st century is with all the avenues we have available to interact with customers, ensuring that messaging reflects brand values.

Brands today can make jokes in social media, wish customers happy birthday and interact frequently with the online communities that support them. It is these communities in the end that help define the perception of the brand in the minds of other consumers. By developing relationships with them, brands can grow a brand image that will absorb the blows of bad campaigns and help gather steam to launch its next marketing idea.

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Categories: Branding Tags: , , ,

Selena Blue

Marketing Careers: 5 sites to develop and enhance your skills with free online courses

March 31st, 2015

Marketing is continually changing and evolving, and nothing has propelled that more than the Internet.

This means marketers must grow with the industry. According to Formstack, those in digital marketing now need seven skills beyond the norm to succeed:career key

  • Analytics
  • Social media
  • Data visualization
  • Technical skills
  • Teamwork
  • Newsjacking
  • Soft skills

 

While the digital age has created a need for new skills, it has also enabled marketers to learn those skills with the click of a button, without going back to college.

It’s possible to learn these skills through books, blog posts, podcasts and more, all with little to no cost commitment. There are also moderate to expensive online courses available. However, for those who might want a more structured or interactive learning experience without the cost, we have a few options for you to check out.

Read on to learn about five different sites that can help expand your skills in a variety of areas.

 

Google Analytics Academy

Skill: Analytics

Google offers free online courses to improve analytics skills in its Analytics Academy. It’s an at-your-own-pace format. You can watch lessons from Google’s experts, then test your knowledge through quizzes and practices exercises. They have also created a learning community with course forums so you can engage with other students and experts.

After you’ve mastered the courses, you can earn Google Analytics Individual Qualification by taking the IQ test, which is now free of charge.

 

Codeacademy

Skill: Coding

Codeacademy’s mission is “teaching the world how to code.” For no cost, users can learn to code in multiple programming languages:

  • HTML and CSS
  • Javascript
  • jQuery
  • Python
  • Ruby
  • PHP

It also offers courses on to make a website, an interactive website and a Rails Application, where students build their own versions of popular websites — Airbnb, Flipboard and Etsy.

Read more…

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David Kirkpatrick

Ecommerce: How to preserve your brand globally [Video]

March 27th, 2015

Ecommerce offers a great opportunity because it allows marketers to sell globally much more easily than opening brick-and-mortar locations around the world. This video from the MarketingSherpa video archive features Rob Garf, Vice President of Industry Strategy and Insights, Demandware, covering this topic with some tips on global ecommerce and insights from the frontlines of selling online in new geographies.

 

Preserving brand value across multiple cultures

According to Rob, global ecommerce is growing, and the first challenge is preserving brand value while meeting the specific needs of the new marketplace.

“First off, you can’t not pay attention to [global ecommerce]. Retailers — historically, how they grew globally was to have to stand up an entire physical location, retool their entire supply chain, and it was really expensive,” he said.

“The digital world really allows you to grow across boundaries in a real, more efficient way. Be able to test different markets. Be able to reach new consumers and ultimately grow the business,” Rob added.

Rob explained that it comes down to culture and being entrenched in how the consumers behave and how they want to interact with the brand, and those factors are affected by geography. In order to accomplish this in marketing, merchandising and promotional practices need to be adjusted. In Rob’s words, “Have a local presence in order to be local.”

Watch the video to find out more of Rob’s advice on marketing ecommerce globally:

  Read more…

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Jessica Lorenz

Designing Slides That Don’t Suck: 20 questions to ask before you present

March 24th, 2015

When I first started at MarketingSherpa, I was hired under the title of “Visual Storyteller.” Although that title is ambiguous, I learned that I was hired to address a pain point that many professionals face: using PowerPoint efficiently.

My title has since changed, but I remain an advocate for fluent visual expression in the same way that editors are keen on using words efficiently.

As part of my position, I’ve consulted with many speakers over the past few years on creating effective presentations.

Time and time again, I find that confusion lies in how to treat PowerPoint. Many think of PowerPoint as a presentation buddy — that content is on the slides and coming out of the speaker’s mouth and bullet points are simply needed to reinforce the speaker’s message.

This is not true. A person can only process about 1.6 conversations at a time. He can choose to either listen to you or read your slides. The other .6 gets split between emails, texts and interior monologue, to name just a few other channels.

The dictators of any presentation include: audience, context, purpose and design.

audience content purpose design

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David Kirkpatrick

Mobile Email: Tips on getting started

March 20th, 2015

For email marketers, tackling mobile email is a relatively new challenge, but a challenge that needs to be addressed. According to research from Litmus, the email testing and analytics vendor, 49% of people access email via a smartphone — a figure that’s risen fivefold since 2011 and continues to trend upward.

mobile

 

To provide some insight for you, the MarketingSherpa Blog reader, I reached out to five email marketers who addressed the mobile email challenge with two basic questions on the topic.

Read on to find out what this expert panel had to say about mobile email:

 

MarketingSherpa Blog: What one tactic has the most impact on mobile email campaigns?

Justine Jordan, Marketing Director, Litmus

Ah, the million dollar question! As with most things with email, it’s hard to make a generalization since it can vary greatly based on your industry and audience. If I had to pick just one tactic, I’d go broad and say responsive design has the most impact on mobile email. MailChimp sends billions of emails every year, and they’ve seen a 15% increase in unique clicks for mobile users when responsive design is used. Even without huge gains in performance, sending responsive campaigns sends the message that you care about providing the best possible user experience for your subscribers.

 

 Brian Graves, UI Team Lead, DEG

Simplifying the experience. In addition to helping deal with the smaller amount of screen real estate available on mobile devices, statistics show that customers typically spend less than 15 seconds reading marketing emails, with iOS users spending the least amount at around 3 seconds or less. Look at repositioning your email layout to lead with your most important messaging. The most effective emails are typically concise and have a clear focus. This is not only a good tactic for mobile but is one way in which a mobile-first approach can help improve your campaigns across every platform.

 

Ted Goas, Designer and Developer, Canfield Scientific

Work as a unified team from day one. Having product managers, marketers, designers and developers working together from planning through to execution helps ensure a campaign’s quality doesn’t degrade as it gets ‘thrown over the wall’ in a waterfall process. Everyone knows what’s happening and why.

 

Dan Denney, Front-End Devevloper, Code School

Designing an email for scanability has the most impact. We want everyone to read every word, but people want to find what they’re interested in and move on. Make it easy for them.

 

Fabio Carniero, Lead Email Developer, MailChimp

Spongy development (sometimes called hybrid development), in my opinion, has the most impact. There are a fair number of pitfalls associated with mobile email, and the spongy development method — a combination of fluid and non-fluid email markup — can generally resolve most of them. The most pertinent example is the Gmail app on Android and iOS; the app doesn’t support media queries, which are generally necessary for responsive design. The spongy/hybrid technique serves as a work-around for providing ‘responsive’ email in clients that don’t support the technology specifically.

This development technique, with its inherent flexibility and robustness, also has the benefit of being stable in a very wide variety of email clients and platforms, from desktop to tablet to phones.

Read more…

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Andrea Johnson

How Automation Transformed a Distributor’s Online Business

March 17th, 2015

When you’re running a small online business, what’s the fastest, easiest way to grow your business and save money? Automation, according to Lenny Kharitonov, President of Unlimited Furniture Group, a furniture retailer.

Kharitonov says his company was among the first in the furniture industry to automate the online order fulfillment process.

“The furniture industry in general is not very technology savvy,” he admitted.

The Unlimited Furniture website markets products from a variety of manufacturers that ship them directly to the customer. Before automation, the Unlimited Furniture team and its vendors handled every aspect of the transaction manually using a combination of spreadsheets and Google docs. Now customers can order online, and the details are instantly sent to the vendor. Once the vendor ships out the product, Unlimited Furniture automatically receives all of the information about the shipment and updates the customer without any manual involvement.

This automated process:

  • Prevents mistakes. “When you do things manually, it’s subject to human error,” Kharitonov said. “For instance, somebody could put in the wrong quantity or wrong color; it could be done on our side or the vendor’s side.”
  • Eliminates duplication of effort. Before automation, Unlimited Furniture would enter a purchase order manually then send it to the vendor, who would enter the same information manually.
  • Saves money. Automating order fulfillment has slashed Unlimited Furniture’s administrative costs 40%.
  • Speeds delivery. Orders are processed real-time now, instead of waiting for someone at Unlimited Furniture and the vendor to manually process it.“The quicker the service you give the customer, the more likely you’ll get repeat business,” Kharitonov said.

“We want to grow the business. We don’t want to spend all our time processing orders,” he explained. “In this day and age, it’s assumed that’s automatic, but it’s not. I know a lot of our competitors are still doing it manually.”

Watch the full interview and find out more about the power of automation here:

  Read more…

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Courtney Eckerle

Social Media: Understanding Pinterest consumers

March 13th, 2015

“The only reason any brand exists in the first place is because it helps people do something in their lives,”  Kevin Knight, Head of Agency and Brand Strategy, Pinterest said.

In his session at The Digital Marketing Conference — Adobe Summit, Kevin spoke about what makes Pinterest unique to marketers and brands in the social media sphere.

Mainly, unlike other social sites, it’s kind of a loner.

Not in the standing alone in the corner at the school dance kind of a way, but in a “Best All Around” superlative kind of way: independent, and not only party-planning the dance, but countless other activities and interests as well.

“They’re using it for themselves,” Kevin said, adding that many users don’t follow a lot of people, because they using the platform to fulfill their own needs, not to impress anyone else.

 

What is a Pin?

“Art and copy, as old as advertising itself,” Kevin said.

What is a Pin

 

Who is on Pinterest?

  • 70M+ monthly users in the U.S.
  • 40% of women in the U.S. are on Pinterest
  • 75% of usage is on a mobile device
  • One-third of millennials are on Pinterest

*Based on comScore Sept 2014, desktop and mobile, U.S. users, and internal Pinterest data

Those 70 million monthly users utilize Pinterest to discover, save and then do, Kevin said. Over 30 billion pins ave been categorized by people into more than 750 million boards, and this is a highly personal interaction to them.

Pinners are sharing their interests, hobbies, hopes and goals, creating the narrative of their future through pinning actions.

Read more…

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