We often forget that we are only about 15 years into the life of e-commerce. Given the youth of this industry, it shouldn’t surprise us that the pace of change is still incredibly rapid. While this sounds like a lot to keep up with, the savviest small businesses are already leveraging new e-commerce and omnichannel tools to help boost brand awareness, customer engagement and sales revenues.
Staples has enlisted Kenshoo, a global leader in predictive media optimization technology, and RevTrax, a promotions platform that drives and measures in-store sales through digital coupons, to help the company optimize omnichannel campaigns in Canada.
The retail industry is awash with digital innovations, but traditional paid search programs continue to dominate retailers’ digital marketing tactics, according to the 2014 Shop.org/Forrester Research State of Retailing Online study.
Omnichannel is omnipresent in conversations throughout our industry. I heard the term — and the angst, confusion, tests and even some initial successes around it — again and again at NRF’s 2014 BIG Show.
Overstock said that it’s still adjusting to changes Google made to its search engine algorithms, which reduced the online retailer’s ranking in some search results during some periods. As a result, the company has had to emphasize other marketing channels, such as sponsored search.
Marketers sent a record volume of email during the holidays and although overall open rates declined, the record level of email marketing activity produced transactions and sales growth, according to Experian Marketing Services.
Survey results released Monday by Infogroup Targeting Solutions and Yesmail Interactive found that almost 70% of companies plan to spend more on data-related marketing initiatives in 2013, with a heavy emphasis on hiring.
Why has Google arguably become the most popular advertising platform on the planet, attracting a whopping $36.5 billion in ad spending in 2011? And why has Facebook, with an expected IPO valuation of around $100 billion, become such a juggernaut in digital marketing?