digital marketing

7 Essential Strategies for Dominating Local Search Rankings

7 Essential Strategies for Dominating Local Search Rankings

In today’s digital landscape, local businesses constantly strive to improve online visibility and attract more customers. With the right search engine optimization (SEO) approach, you can significantly boost your website’s rankings and drive more organic traffic. This article will explore seven proven strategies to help you dominate local search rankings …

Read more

eTail Boston 2024

eTail Boston 2024: Revolutionizing Retail with AI, Future Tech, and “Storyselling”

eTail Boston 2024, set for August 12-15, promises to revolutionize retail with a focus on AI, future tech, and “storyselling.” Featuring 100+ industry leaders and innovative pop-up experiences, this conference is a must-attend for eCommerce professionals.

Talk Commerce Kristin Schoenstein

Navigating the Future of Retail: Inside eTail Boston with Kristin Schoenstein

In this illuminating episode of Talk Commerce, we sit down with Kristin Schoenstein, Portfolio Director for eTail US shows. Kristin provides an insider’s look into the upcoming eTail Boston event, offering valuable insights into the world of e-commerce and digital marketing.

The Essence of eTail Boston

eTail Boston stands out as a premier event in the retail industry calendar. Kristin reveals that it’s more than just a conference; it’s a year-round endeavor involving extensive research, trend analysis, and collaboration with industry leaders. The event offers a unique blend of educational content, networking opportunities, and innovative showcases, making it a must-attend for retailers, brands, and solution providers alike.

Exploring the eTail Experience

One of the key aspects Kristin highlights is the event’s structure. eTail Boston kicks off with a Summit Day, featuring three concurrent summits that allow retailers to dive deep into specific topics like search and performance marketing, customer retention, and the future customer journey. The subsequent days offer a mix of general sessions, breakout tracks, and retailer-only activities, ensuring a comprehensive and tailored experience for all attendees.

The Impact of eTail on the Retail Landscape

Kristin emphasizes how eTail Boston serves as a catalyst for industry growth and innovation. The event not only showcases the latest trends and technologies but also facilitates crucial conversations about sustainable growth, AI applications, and evolving consumer behaviors. By bringing together diverse perspectives from established retailers, emerging brands, and cutting-edge solution providers, eTail Boston plays a pivotal role in shaping the future of retail.

Listener Questions and Insights

Q: How can attendees make the most of their eTail experience?

A: Kristin advises attendees to plan ahead using the event app, prioritize must-attend sessions, and consider bringing a team to divide and conquer. She also highlights the importance of balancing scheduled meetings with spontaneous networking opportunities and expo floor exploration.

Q: What sets eTail apart from other retail conferences?

A: According to Kristin, it’s the sense of community that truly distinguishes eTail. The event has cultivated a strong, established network of professionals who return year after year, creating an unparalleled atmosphere of collaboration and shared learning.

Retail Revelations: Where Innovation Meets Community

eTail Boston emerges as more than just a conference; it’s a dynamic ecosystem where retail innovation thrives and lasting connections are forged. As Kristin aptly puts it, there’s “something special” about eTail that resonates with attendees, speakers, and sponsors alike, making it an indispensable event for anyone looking to stay at the forefront of retail evolution.

Key Takeaways from eTail Boston

Kristin shared several key aspects that make eTail Boston a standout event:

  1. Diverse Content: From AI and sustainable growth to Gen Z marketing and holiday prep, the event covers a wide range of crucial topics.
  2. Networking Opportunities: Beyond formal sessions, eTail Boston offers numerous chances to connect, including themed networking breaks, cocktail receptions, and private lunches.
  3. Retailer-Focused: With retailer-only tracks and activities, the event ensures that retail professionals get targeted, relevant insights.
  4. Interactive Format: The inclusion of roundtable discussions and summit days promotes active participation and peer-to-peer learning.
  5. Innovation Showcase: The expo floor and new retailer pop-up shops provide a firsthand look at cutting-edge retail technologies and strategies.

Planning Your eTail Boston Experience

To make the most of the event, Kristin recommends:

  • Use the App: The eTail Boston app is your go-to resource for scheduling and updates.
  • Divide and Conquer: If attending with a team, split up to cover more ground.
  • Balance Your Schedule: Mix content sessions with networking and expo exploration.
  • Engage in Evening Events: Don’t miss out on the after-hours networking and sponsored events.
  • Stay Wellness-Minded: Consider joining morning activities like group runs to balance the intense schedule.

Looking Ahead: eTail Palm Springs

While the focus is on eTail Boston, Kristin also gave a sneak peek into eTail Palm Springs, scheduled for February 24-27, 2024. This West Coast counterpart offers another opportunity to engage with the eTail community and gain valuable insights.

The eTail Advantage

eTail Boston isn’t just an event; it’s an experience that shapes the future of retail. With its unique blend of educational content, networking opportunities, and community spirit, it stands out as an essential gathering for anyone serious about thriving in the ever-evolving world of retail and e-commerce.

Whether you’re a seasoned retail executive or a rising star in the industry, eTail Boston offers the insights, connections, and inspiration needed to drive your business forward. As Kristin emphasizes, it’s more than just a conference – it’s a catalyst for growth, innovation, and lasting professional relationships.
Don’t miss out on this transformative event.

Mark your calendars for eTail Boston and prepare to be part of the retail revolution!

Read more about it here

Personalization Strategies for Boosting E-commerce Sales

Did you know eCommerce personalization can significantly boost your online store’s sales? You can engage customers and drive revenue by tailoring your site’s user experience (UX). Personalized messages and offers make visitors more likely to click, browse, and buy. According to McKinsey & Company’s Report, 76% of consumers are likelier …

Read more

Retail executives network and collaborate at eTail's 25th Anniversary Conference

eTail Expands U.S. Production Team, Propelling Next Phase of Growth

Worldwide Business Research (WBR) has expanded its U.S. production team for eTail, promoting Kristin Schoenstein to eTail Chief of Staff and Elizabeth Robillard to eTail Portfolio Director. Leucepe (Leo) Martinez also joins the eTail Palm Springs team, bringing international perspective from eTail Toronto and London.

Talk Commerce - Udayan Bose

The Future of E-Commerce: Insights from Udayan Bose on AI-Powered Marketing

In this episode of Talk Commerce, I had the pleasure of speaking with Udayan Bose, founder and CEO of NetElixir. With over 20 years of experience in digital marketing, Udayan shared his insights on the rapidly evolving landscape of e-commerce and how artificial intelligence (AI) is reshaping the way businesses approach marketing.

Failing Faster and Learning in Digital Marketing

One of the key themes that emerged from our conversation was the importance of adopting a “fail faster” mindset in digital marketing. As Udayan put it:

Just the willingness to dive in and figure things out and suddenly sort of you really have to obviously hustle hard but things slowly come in place and when it comes in place the impact is quite magical.

He emphasized that in an industry as dynamic as e-commerce, being open to experimentation and learning from failures is crucial for staying ahead of the curve.

Navigating Competitive Pressures and Rising Costs

Udayan also shed light on the challenges faced by e-commerce businesses today, particularly the squeeze on contribution margins due to intense competition and rising advertising costs. He noted:

If you certain categories saw a CPC increase of almost about 32%. So the cost per click, the same Google ad, costs a lot more now. So just think of it. You are unable to increase your prices, and the variable cost keeps on increasing. And this is leading to a massive squeeze in the contribution margins.

As someone who has worked with numerous e-commerce clients, I’ve witnessed firsthand the impact of these pressures on businesses. It’s more important than ever for merchants to optimize their marketing strategies and find ways to differentiate themselves in a crowded market.

The Power of AI and Machine Learning in Marketing

One of the most fascinating parts of our discussion centered around the role of AI and machine learning in transforming digital marketing. Udayan explained the difference between horizontal AI, which focuses on productivity and doing more with less, and vertical AI, which is tailored to solving specific problems using a company’s own data.

Vertical AI, I think of it, is very specific to solving your problem. And the problem that, for example, our tool, Alexa Insight, solves […] is we just wanted to solve a simple problem that the entire e-commerce world or digital marketing was focused on new customer acquisition. We wanted to change it marginally and say that, can we use machine learning to help you do new high value customer acquisition?

This notion of leveraging AI to identify and acquire high-value customers resonated with me. As e-commerce becomes increasingly competitive, the ability to target and retain the right customers can make all the difference in a business’s success.

Advice for E-Commerce Merchants

As we wrapped up our conversation, I asked Udayan what advice he would give to e-commerce store owners looking to stay ahead in today’s market. His response emphasized the importance of experimentation and staying informed about industry trends:

I would actually sort of have two very specifically. The first one is just creating, carving those experiments of those tests. […] The second one effectively is as simple as that. I mean, you have to reserve 10% of your personal time as the business owner or the CMO to just explore what is going on because in many cases the biggest mistake I have seen a lot of lot of business owners really make they’re just so so much working inside out that they just never get the time to look at us to what season am I in, right?

I couldn’t agree more with this advice. In my experience working with e-commerce businesses, the most successful ones are those that prioritize continuous learning and adaptation.

Watch the full episode on YouTube

Final Thoughts

My conversation with Udayan Bose offered a wealth of insights into the future of e-commerce and the role of AI in shaping digital marketing strategies. As we navigate this rapidly evolving landscape, embracing experimentation, staying attuned to industry shifts, and leveraging the power of AI will be key to thriving in the years ahead.

To dive deeper into these topics and hear more of Udayan’s expertise, be sure to listen to the full Talk Commerce podcast episode. Let’s keep the conversation going – reach out and share your own experiences and insights on the future of e-commerce!

Contact Details:
GLOBAL HEADQUARTERS:
3 Independence Way, Suite #203,
Princeton, NJ 08540
Call: 609.356.5112
https://www.netelixir.com/

Connect on Linkedin: https://www.linkedin.com/in/netelixirudayanbose/

Talk Commerce - Cullari & Wardell

The Power of Geofencing: How To Dominate Your Market with Location-Based Marketing

In this episode of Talk Commerce, we explore the world of geofencing with the dynamic duo, Barbara Wardell and Ernesto Caleri, co-founders of Kalari & Wardell. They share their valuable insights on how to use location-based marketing to attract customers, drive foot traffic, and outperform your competition. Get ready to unlock a powerful strategy that can transform your business!

Geofencing: A Powerful Tool for Small Businesses

“We started this company in the middle of COVID to help small businesses recover foot traffic,” says Ernesto. He explains that geofencing is a technology that utilizes the relationship between smartphones and satellites to create virtual fences around locations of interest. “When someone walks into a competitor’s store, we can send them an ad to your store.”

This tactic is particularly relevant for industries like restaurants, laundromats, and even niche businesses like mezcal brands. Ernesto emphasizes that the power of geofencing lies in its ability to track satellite-verified visits. “We do 5,000 satellite-verified visits a month across the US, Canada, and Australia.”

Democratizing Geofencing for Small Businesses

“We asked the question, what will it take to bring this technology to small businesses?” Barbara explains. Their answer was a revolutionary approach to geofencing, making it accessible for even the smallest businesses. They honed their strategy in the laundromat industry with a budget as low as $1,000 a month. “We were able to drive over 1,000 visits to one laundromat owner in the Carolinas with about 30 locations.”

This success story propelled them into new verticals, including private aviation, apparel, and even the alcohol and beverage industry. “We’ve been able to bring it to other verticals as well.”

Beyond Retail: Geofencing for Services and B2B

Ernesto and Barbara emphasize that geofencing goes beyond retail. “We can do B2B, which is retail. We also do services. We also do track website traffic.” They highlight examples like vacation rentals and retreats where geofencing can be used to target people in a broader geographic area. “We can look at neighborhoods in New York City, neighborhoods in Staten Island, neighborhoods in Florida. We can see where people are actually coming from and we can send ads to consumers like that even if they’re not living within driving distance of a location.”

Privacy-Focused Approach: Anonymity and Data Protection

One of the key concerns with location-based marketing is the perceived creep factor. Barbara addresses this concern directly. “Your device becomes anonymized, unlike with Facebook and other platforms.” She emphasizes that Kalari & Wardell prioritize data privacy and use a clean-room approach to anonymize users. “We actually do protect consumer privacy.”

The Future of Commerce: Hybrid Models, Data Accuracy, and Human Connection

As we move forward into 2024, Barbara believes the future of commerce lies in a hybrid model. “I think we’re going to go a little bit back to old school as well as integrate.” This means a balance between online and offline experiences.

Ernesto echoes this sentiment. “The world’s best visual models do not create faces that resonate with people just yet.” He believes that while AI is a powerful tool, it can’t replicate the human element of connection and empathy.

Final Thoughts: Embrace the Power of Geofencing

It’s clear that geofencing is a powerful tool for small businesses looking to attract customers, drive traffic, and dominate their markets. Kalari & Wardell offers a compelling solution that puts the power in the hands of the underdog.

The future of commerce is exciting and filled with possibilities. Get ready to embrace the power of geofencing and unleash the potential of your business!

Talk Commerce - Brian Gerstner

Strategic Partnerships: Navigating the Evolving Marketing Landscape with Brian Gerstner

Welcome back to Talk Commerce! Today, we had the pleasure of chatting with Brian Gerstner, President of White Label IQ, about the crucial role of strategic partnerships in the ever-changing marketing world. Brian’s insights into leveraging partnerships, navigating the rise of AI, and preparing for the upcoming holiday season were truly insightful.

The Power of Niche Expertise and White Label Partnerships

Brian emphasized the increasing need for specialization in the marketing industry, especially with the rise of AI tools like Jasper and ChatGPT. He believes AI will ultimately “beat the mediocrity out of all of us,” pushing agencies and businesses to focus on their core strengths and partner for specific needs.

“AI is going to not be your friend” if you’re “just getting things done and checking off boxes.”

This resonated with me deeply. As someone who has witnessed the evolution of the digital marketing landscape, I’ve seen firsthand how crucial it is to develop and excel in a niche. Partnering with experts like White Label IQ allows agencies to access specialized skills without the fixed costs of hiring full-time staff.

AI: A Tool, Not a Replacement

While AI presents incredible opportunities, Brian rightly points out that it does not replace human expertise. AI tools are powerful for content creation and iteration, but they lack the emotional intelligence and strategic thinking humans bring.

“AI is great at creating the pieces… but it’s not really great at bringing the pieces together.”

I couldn’t agree more. As marketers, we must guide and curate AI, ensuring it aligns with our brand voice, understands our audience, and ultimately serves our business objectives. The human touch is essential in crafting compelling narratives and building authentic customer connections.

Gearing Up for the Holiday Season and Beyond

With Black Friday and Cyber Monday just around the corner, Brian offered valuable advice for merchants and agencies.

“Plan ahead for next year… collect the information so that you can follow up with people so that you can grow your audience.”

His emphasis on leveraging first-party data for post-holiday nurturing resonated strongly. Building relationships with customers acquired during the holiday rush is key to long-term success.

Final Thoughts

Brian’s insights underscore the importance of adapting to the evolving marketing landscape. Embracing niche expertise, leveraging strategic partnerships, and understanding the potential and limitations of AI is crucial for staying ahead of the curve. As we head into the holiday season and beyond, remember the value of human connection and strategic collaboration in achieving sustainable growth.

Be sure to check out the full episode of Talk Commerce to hear more from Brian Gerstner and gain valuable insights for your business!

Talk Commerce - Ben Riggle

Navigating the E-Commerce Evolution: A Deep Dive with Ben Riggle

As the Talk Commerce podcast host, I’ve had the privilege of engaging with some of the most insightful minds in the e-commerce industry. In a recent episode, I sat down with Ben Riggle, the Managing Director for Channable, to discuss the dynamic world of online marketplaces and the strategies businesses can employ to thrive in this competitive space. In this blog post, I’ll share the key insights and lessons from our conversation, offering a comprehensive guide to expanding your online presence and optimizing your e-commerce strategy.

The Imperative of Diversification in E-Commerce

Ben Riggle opened our discussion with a critical look at the North American market, where Amazon has long been the dominant force. However, he stressed the importance of not putting all your eggs in one basket. Diversifying sales channels is not just a strategy; it’s a necessity for survival and growth in the current e-commerce climate. With Channable’s feed management platform, businesses can scale their presence not only in the US but globally, tapping into a multitude of marketplaces that offer unique growth opportunities.

Overcoming Marketplace Challenges

One of the most pressing challenges for sellers is managing product listings and campaigns across various marketplaces. This is particularly true in categories like fashion and jewelry, where the complexity of variants and platform-specific requirements can be overwhelming. Ben emphasized the need for a strategic marketplace match, ensuring that your brand and product category align with the platform’s audience and advertising opportunities.

The Rise of Retail Media and Platform Competition

The concept of retail media is reshaping the e-commerce landscape, with platforms like Amazon, Walmart, and even TikTok Shops vying for sellers’ attention. Ben highlighted the importance of considering factors such as distribution relationships, category competitiveness, and profitability when choosing which channels to prioritize. It’s a delicate balance between seizing advertising opportunities and maintaining a profitable distribution model.

Leveraging Insights and Automation with Channable

Channable is revolutionizing the way businesses approach marketplace selling with its insights tools. These tools help clients monitor and optimize product performance, providing scoring for listings and utilizing AI to automate categorization. This level of analysis and automation empowers businesses to make data-driven decisions about where to list and sell their products, maximizing their online potential.

Streamlining Advertising Campaigns

When it comes to advertising, managing both organic and paid campaigns can be a daunting task. Ben discussed how Channable simplifies this process, offering an end-to-end solution that streamlines campaign management. By reducing the time spent on manual tasks and enhancing control over advertising spend, businesses can more effectively optimize their campaigns for better results.

The Global E-Commerce Opportunity

Our conversation also touched on the push for North American clients to expand internationally, particularly into Canada and Mexico. Ben underscored the potential for businesses to tap into new markets, highlighting the advantages of trade agreements and the need to navigate compliance and paperwork challenges. Cross-border expansion is not just an option; it’s a gateway to the vast potential of the global e-commerce market.

Social Media’s Role in E-Commerce Expansion

Ben Riggle shared his insights on the evolving role of social media in e-commerce. Platforms like TikTok, Facebook, Instagram, and Pinterest are not only driving traffic but also generating significant revenue for businesses. He also pointed to the potential resurgence of Twitter and the impact of data and AI in shaping the future of online selling. For B2B businesses, social media presents an untapped avenue for distribution and marketing, one that is ripe for exploration.

Supporting Causes Through Collaboration

Lastly, Ben took a moment to highlight a cause close to his heart. He spoke about Knockaround sunglasses and their collaboration with the Trevor Project, an initiative supporting young men grappling with issues related to sexuality. This partnership exemplifies how businesses can leverage their platform for social good, aligning their brand with meaningful causes.

Conclusion

The e-commerce landscape is in a constant state of flux, with new challenges and opportunities emerging at every turn. My conversation with Ben Riggle provided a wealth of insights into how businesses can navigate this complex environment. By diversifying sales channels, optimizing listings, embracing retail media, and considering global expansion, companies can position themselves for success in the ever-evolving world of online marketplaces. Whether you’re a seasoned e-commerce veteran or just starting, the strategies discussed in this episode of Talk Commerce are invaluable for anyone looking to make their mark in the digital marketplace.

Talk-Commerce Annie Schiffmann

Unlocking the Power of Social Media Marketing with Annie Schiffmann

I recently had the pleasure of speaking with Annie Schiffmann, founder and CEO of Downstage Media, on my podcast, Talk Commerce. As an expert in social media marketing with a passion for musical theater, Annie shared invaluable strategies for creating an impactful yet efficient presence across today’s social platforms.

In our lively chat, we explored everything from choosing where to focus your efforts to crafting engaging content that sings. Read on for Annie’s top tips that will have your social media presence hitting the high notes.

Balancing Personal Passions with Professional Goals

Annie’s career is a testament to blending enthusiasm with expertise. After years of performing on stage, she now helps businesses take center stage online. This unique background gives Annie an innovative approach to digital marketing.

Composing a Social Symphony

A typical “day in the life” for Annie involves meetings, strategizing, writing, and content creation. She compares it to composing a symphony—many interconnected components creating something greater than the sum of its parts. Annie also dedicates time to sharing her knowledge through her book, blog, and more.

Harnessing the Power of Automation

One of our key discussions centered around utilizing automation tools to save time on social media. Annie explained the difference between merely scheduling posts and actually automating them for efficiency. Platforms like MeetEdgar and HubSpot help streamline your strategy.

Choosing the Right Stages

With so many options, deciding where to focus your social media presence can be daunting. Annie suggests playing to your strengths and priorities. Rather than chasing trends, select one or two platforms that align with your goals, audience, and capabilities.

Curating Your Social Media Toolbox

To maximize your impact on social, Annie recommends automation programs like MeetEdgar and HubSpot. These enable the development of an intelligent content calendar while retaining authenticity. You don’t have to do everything manually.

Engaging in Two-Way Conversations

Annie emphasized that social media should facilitate meaningful conversations, not just one-way broadcasting. By responding to comments and incorporating feedback, you build relationships.

Striking the Right Personal/Professional Balance

We also discussed best practices for developing your personal versus company branding on social platforms. Annie believes brands should highlight their human side while focusing the majority of content on professional topics.

Connecting with Annie Schiffmann gave me valuable insights into leveling up my social media strategy without getting overwhelmed. I encourage you to check out the full Talk Commerce episode, as well as Annie’s book, for more of her wisdom. Just remember—when using social media, put your best self forward!

https://www.downstage.media/
https://www.simplesocialmediabook.com/buy-simple-social-media

Talk Commerce
Talk Commerce

menu

Episodes

About

Blog

Contact

Listen

Apple Podcasts

Spotify

Google Play

YouTube

© Copyright Content Basis LLC 2021-2024

Privacy Policy | Terms Of Service