The Rise of Paid Social

#EcomChat on Monday, 18th August 2014 will be on “The rise of paid social”. Organic social has been an ecommerce fetish for many years but paid social has been growing rapidly as the major networks ramp up the tools and targeting options. But how important is paid social as part of your overall marketing mix?

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Can you build a social media channel effectively without using any paid services?
  2. What paid social options should ecommerce teams be aware of?
  3. What are the key pros + cons?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Getting Content Right

#EcomChat on Monday, 11th August 2014 will be on “Getting Content Right”. “Content” has been a big topic in Ecommerce for years now, but it still feels like many retailers don’t pay attention. Should they?

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. What are the benefits of ‘content’ for ecommerce sites? What purposes does it serve?
  2. If content is so important, why do so many retailers have so little content? How can they change?
  3. Which ecommerce sites do ‘content’ well? Can retailers learn from sites like BuzzFeed, Upworthy, and other new publishers?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Social Buying

#EcomChat on Monday, 4th August 2014 will be on “Social Buying”, hot on the heels of the announcement last week that Facebook is trialling buying direct from the news feed, no doubt a response to the Twitter/Amazon tie-up.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Do consumers want social buying?
  2. Who is best placed to win – Facebook or Twitter?
  3. What are the risk/pitfalls for retailers?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Mobile Apps

#EcomChat on Monday, 28th July 2014 will be on “Mobile apps”. Thanks to @dannydenhard for the topic suggestion.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Are mobile apps still relevant given the march of HTML5?
  2. How can you market mobile apps?
  3. How do you measure the ROI?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Retargeting: Essential for Ecommerce?

#EcomChat on Monday, 21st July 2014 will be on “Retargeting”.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. What are the positives & negatives of remarketing? Is it an essential tactic for Ecommerce sites?
  2. How does retargeting/remarketing via Social Networks differ from remarketing via display ads?
  3. How does remarketing fit in with other channels, and how can it be measured & improved?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Free Digital Marketing Schizzle

#EcomChat on Monday,  14th July 2014 will be on “Free Digital Marketing Schizzle”, looking at where you can get useful information and advice without having to invest £ (even if it means investing other precious resources like time).

Thanks to @jacksaville1 for the topic suggestion.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Where can people get free digital marketing information from?
  2. Can you trust free advice?
  3. Should you give something back?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

SEO for Ecommerce

#EcomChat on Monday, 7th July 2014 will be on “SEO for Ecommerce”.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Is SEO still something Ecommerce sites should focus on in 2014? Why/Why not?
  2. Why do Ecommerce platforms still seem to struggle with SEO basics, and what can be done to fix this?
  3. From a team point of view, should Ecommerce sites use agencies, freelance, hire internally for SEO, or something else?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

Tracking Users

#EcomChat on Monday, 30th June 2014 will be on “Tracking Users”, following recent stories around BuzzFeed tracking users and Facebook ‘experimenting’ on 690,000 users.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Should ecommerce sites be tracking & experimenting on users like BuzzFeed & Facebook seem to?
  2. What is bad about what Facebook & BuzzFeed were doing & where should the line be drawn?
  3. What policies, processes, or communication should sites put in place to be fair to users around tracking?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

How To Handle Ecommerce Disasters

#EcomChat on Monday, 23rd June 2014 will be on “How to handle ecommerce disasters”, hot on the heels of the fire disaster at ASOS’s  warehouse that has resulted in the website being closed since Saturday.

@cpbishop has written an article on this on LinkedIn, with some interesting comments – we recommend a quick read through.

There will be 3 conversation starter questions & anyone is welcome to join in using the #EcomChat hashtag on Twitter. Here are the 3 questions:

  1. Can ecommerce teams plan for disasters?
  2. Was shutting its website the best move for ASOS?
  3. How do you manage comms with customers during a disaster?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what is this all about?” there is an about page to explain everything.

What Has The World Cup Ever Done For Ecommerce?

#EcomChat on Monday, 16th June 2014 was on “What Has The World Cup Ever Done For Ecommerce?”, looking at whether or not big sporting events are genuine opportunities for ecommerce companies, or simply distractions from day-to-day trading.

There were 3 conversation starter questions as always:

  1. Can ecommerce teams tap into the World Cup without relevant products to sell?
  2. What are the pitfalls of badly targeted marketing?
  3. Who is doing this well and what can we learn?

Below is a summary of the key chat comments:

Q1 – Can ecommerce teams tap into the World Cup without relevant products to sell?

@AndrewGirdwood : It’s degrees of seperation,right. World Cup -> FIFA -> Computer Games is one angle. #ecomchat

  • @JamesGurd  : What about engaging people based on interests to keep brand in their minds even if no products related? #ecomchat
  • @LordManley  : Few brands could not align themselves with happiness and sport. ‘Sport makes you happy, our products make you happy’.
  • @JamesGurd  : Not ideal for e.g. fast food, complete opposite of what sport is about – being healthy and active #ecomchat
  • @aberit_eu  : But ads aren’t for players but for spectators who often like fastfood #ecomchat
  • @JamesGurd  : I still find it an odd association, although i take your point – get fat watching people being healthy! #ecomchat
  • @aberit_eu: Unfortunately people who do and those who watch sport are usually completely different worlds ;) #ecomchat
  • @LordManley  : And yet fast food is an excellent example of a Brand which would want to be associated with sport.
  •  ‏@ProjectOcto  : But if its tenuous I think it damages the brand. “Football is great, so is Ronseal Woodstain” would be awful
  • @ProjectOcto  :It’s like TVs though. Grab your snack, sit in front of huge TV in your new England shirt and watch that other stuff

@AndrewGirdwood : It’s degrees of seperation,right. World Cup -> FIFA -> Computer Games is one angle. #ecomchat

  • @JamesGurd  : What about engaging people based on interests to keep brand in their minds even if no products related? #ecomchat
  • @AndrewGirdwood  : “5 Reasons Why #Ecomchat is better than an overpriced hotel in Brazil” bait marketing, ahoy.
  • ‏@JamesGurd  : Do you not think that if it’s too tenuous then people will think it crass and it devalues your brand? #ecomchat
  • @welshmike  : think this is exactly the line most brands have crossed! #ecomchat
  • @AndrewGirdwood  : Brands can cross the line. I think the real problem is people don’t bandwagon jumpers. Looks rubbish. #ecomchat

@AndrewGirdwood : It’s not the lack of relevant products that stops brands during the World Cup. It’s the lack of good ideas. #ecomchat

  • ‏@pferron  : also relayed to time/effort/reward getting it through the decision process can be tough
  • @AndrewGirdwood  : The horror of a brand trying something new/untested! That’s a multiple if there’s World Cup sized money attached #ecomchat
  • @pferron  : weighted against the tried and tested double whammy

@pferron  : it’s very hard without selling football based prod you can of course dress an offer as World Cup related

  • @ProjectOcto  : Good if an airline offers deals for “as long as England stay in” – that’s relevant enough #ecomchat
  • @JamesGurd  : Yes that’s nice as it taps into the passion and humour of the event, not just the £££ opportunity #ecomchat

@pferron  : it’s very hard without selling football based prod you can of course dress an offer as World Cup related

@welshmike  : I think it depends on channel, easier to do on social than on your homepage without it looking forced

  • @quiffboy  : Currys “new TV” campaign with cringeworthy. It’s a blatant cash in and it’s very sexist. #ecomchat
  • @JamesGurd  : I’ve not seen it – got a link anywhere? I’m doing my best to avoid the TV and football in general!!!! #ecomchat
  • @quiffboy  : Theres a few versions. Husband tries to legitimise buying a new big-ass TV on basis that wife can watch her shitty programs on it

@JamesGurd  : I like @pca_plus blog on “Offside rule of addressing” using global map of interesting address facts http://ow.ly/y4Y7W  #ecomchat

  • @JamesGurd  : It alludes to the WC without trying to claim direct relevance but plays on the globalisation element of what the company provides #ecomchat

@RichardFergie  : Without relevant products – no they can’t. But “relevant” is a very fluid term – links can be found if creative enough

  • @MontseCano  : I reckon it all depends on the way non-relevant products are presented. What do you think of McD’s ad? Cliche-y #ecomchat
  • ‏@RichardFergie  : is about knowing the audience and how they relate to the world cup I guess. Is there an audience (in the UK) that doesn’t?
  • @RichardFergie  : & I haven’t seen McD’s ad – so can’t comment
  • @MontseCano  : Here it is! http://goo.gl/bsXc4z

@AndrewGirdwood  : What’s not relevant to the World Cup? You can sell a teapot on the grounds it’s better off to stay at home and be lazy. #ecomchat

@ProjectOcto  : There’s a Q here somewhere about Brand Delivery v Order Fulfilment – who does better? #ecomchat

  • @MontseCano : I see all this as part of the ‘humanisation’ of brands to engage with audiences. #ecomchat

@ProjectOcto  : How/why Listerine are sponsoring the WC I’ve no idea. “what your mouth goes through” here http://www.listerine.co.uk/listerine-FIFA-world-cup?icid=home|marquee|1 … #ecomchat

  • @JamesGurd  : Wow that’s really awful marketing. quite an odd association. I wonder if it works though for brand recall? #ecomchat

General Points:

  • @pferron  : though a World Cup victory would have an overall impact on consumer spending in a positive fashion aided e-coms throughout UK
  • @whitingx  : – interesting how effective this ad tested as though – http://www.thedrum.com/news/2014/06/12/currys-pc-world-ad-beats-coca-cola-most-effective-football-themed-ad-nielsen-study … – #ecomchat
  • @JamesGurd  : Have you seen Argos WC landing page? I find it odd. Merchandising i get but v disjointed e.g. tech testers? http://ow.ly/y4YNh  #ecomchat

Q2 – What are the pitfalls of badly targeted marketing?

@RichardFergie  : Listening to the radio: “1-nil to Amiga Loans, 1-nill to Amiga Loans” << good or bad World Cup marketing? #ecomchat

  • @AndrewGirdwood  : Not sure. I Bing’d “1 nil to amiga loans” and Amigo Loans ranked #1. Might just be about the ROI on this one. #ecomchat
  • @JamesGurd  : without seeing lead conversion we’ll never know! #ecomchat
  • @AndrewGirdwood  :Can’t see any real uptick in “Amigo Loans” searches. Yet. http://www.google.com/trends/explore#q=amigo%20loans&date=today%201-m&cmpt=q … #ecomchat
  • @JamesGurd  : Yeah i looked at that and volumes actually look lower now than peak in Sept 2013…. #ecomchat
  • @JamesGurd  : but that doesn’t mean the ad doesn’t work, although it’s not highly targeted #ecomchat
  • @MontseCano  : Maybe their RoI is good after their set period. We never know. #ecomchat

@RichardFergie  : Listening to the radio: “1-nil to Amiga Loans, 1-nill to Amiga Loans” << good or bad World Cup marketing? #ecomchat

@AndrewGirdwood  : You could spent a lot of money on a World Cup campaign and not even get noticed. Battle for attention. #ecomchat

@aberit_eu  : One example was given today-Listerine and WC strange association #ecomchat

  • @ProjectOcto  : A bit like Rainham Steel’s long term sponsorship at football matches – yet almost become cult

General Points:

  • @JamesGurd  : Interestingly i’ve not seen so many competitions/prize draws for this WC – i seem to remember loads in 2010. #ecomchat
  • @AndrewGirdwood  : Mess the World Cup up and you can create a highly loyal tribe of activists – who hate you. This is bad. #ecomchat
  • @pferron  :#EcomChat wasted time / effort / investment plus the increased reluctance todo anything again for future events -
  • @AndrewGirdwood  : You also risk alienating fans/customers who don’t want to be associated with football/FIFA-issues. #ecomchat
  • @pferron  : gearing up for event piggybacking is a business commitment and needs to be part of your overall digital plan & ROU calculations
  • @AndrewGirdwood  : Make sure you know about ad/trademark rules of any event. Olympics have attack lawyers. World Cup is kinder. #ecomchat

Q3 – Who is doing this well and what can we learn?

@ProjectOcto  : Club Med created an ‘England Team XI’ selector – tenuous but well delivered with fantastic contributors #ecomchat http://eleven.clubmed.co.uk/ 

‏@ProjectOcto  : So question for all – is anyone currently doing WC-based advertising for clients? If so – what? success? thoughts? #ecomchat

General Points:

  • @JamesGurd : JD sports has done OK with its WC content (product based) and score predictor to win replica shirts http://ow.ly/y4ZJc  #ecomchat

A Weekly Chat about Ecommerce Strategy, Tactics & Advice