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 Let's Learn From E-Tailer Holiday StrategiesAfter Black Wednesday, Thanksgiving, Black Friday and Saturday, and Cyber Monday, I’m thankful today is just a regular, plain-old Tuesday! My blog post today is comprised of excerpts taken from an interesting article I read at eMarketer.com, focusing on retailers’ e-marketing strategies. According to eMarketer, the recession has forced retailers to get back to basics, and that includes marketing efforts. They are resorting to tried-and-true tactics such as paid search and e-mail marketing, as well as making sure they are where consumers like to shop. But to achieve sales objectives, retailers must also successfully execute on those strategies. Web content management system provider CrownPeak conducted a study in late October to determine the effectiveness of holiday-related search advertisements. The company found a general disconnect between ads clicked and their landing pages. Two-thirds of advertisers did not have a specific landing page relevant to the search keywords they had purchased, misdirecting searchers to homepages, generic categories or search results for canned phrases. Even one-half of product-specific search ads did not link to the product advertised. That means retailers should design those landing pages with appropriate, campaign-related copy—and make sure important marketing messages appear on every page of an e-commerce site, not just the homepage. Very important advice! To read the entire article, please visit eMarketer.com. | ||||
| Posted by: KP, Date added: 12/01/2009 | Back To Blog | |||
