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6 Content Marketing Tactics for Ecommerce Merchants

6 Content Marketing Tactics for Ecommerce Merchants | AtDotCom Social media | Scoop.it

There may be hundreds of tactics that you could consider content marketing. So the six content marketing tactics briefly described here are certainly not an exhaustive list. But this short list does, perhaps, represent some of the best, easiest to understand, and most common content marketing options for small and mid-sized ecommerce businesses.

 

Via Kamal Bennani, massimo facchinetti, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, February 11, 7:37 AM

Commerce - Community & Content rubicons Are CSF's
No way you win online these days without crossing one of the toughest rivers in my Director of Ecommerce tenure -- making content, commerce and community sing happily around the campfire. Good tips here and I will weigh in soon. 

Marco Favero's curator insight, February 11, 3:52 PM

aggiungi la tua intuizione ...

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30 Beautiful and Creative Shopify Ecommerce Website Designs

30 Beautiful and Creative Shopify Ecommerce Website Designs | AtDotCom Social media | Scoop.it
People don’t judge a book by its cover, do they?Of course they do.Whether it’s the presentation of your food at a fancy restaurant or the latest Apple product, humans just seem to love things that ...

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, October 6, 2015 7:02 AM

The Ecommerce Rubicon
As I've written about before on Curagami in Ecommerce Rubicon: 5 Tips On How To Cross Over http://www.curagami.com/ecommerce-rubicon-5-tips/?v=7516fd43adaa finding a web design that tells a great visual story, converts visitors to buyers, builds brand equity, and creates tribes is a multi-headed hydra. 

You can see all possibilities and challenges in these 30 examples. Some tell great visual stories but good luck converting visitors to buyers. Others are so focused on transactions there is no "there" there.  

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Why & How Merchants & Retailers Should Embrace Showrooming via @Curagami

Showrooming Scurge
Most retailers HATE people showrooming in their stores. That's stupid as it is like trying to hold back the tide. Better to embrace showrooming - the practices of shopping in the world and then buying online for better price.

One way to embrace showrooming occurred to this morning watching Bruno Torturra discuss how easy it is to stream a live event to the web. Torturra is streaming protests, but retailers brave enough to encourage showrooming could use the same tactics to build a powerful Ambassador layer.

The recipe is simple:

1. Create content explaining how to stream live video.

2. Create a community to share your "shopping videos".

3. Provide social rewards (encouragement and features) to filter.

4. Rinse and Repeat

Your customers could help keep your prices in line, alert you to cool merchandising by competitors and a million other near real time benefits. You can't go into something like this halfway.

It's an all or nothing idea and that means listening more than you talk (some sites, brands and companies are better at 2 way communication than others). Early today team Curagami wrote a piece about competing with Amazon (http://sco.lt/58qhn7 ).

Add this "video showrooming army" to that and you get differentaion from the monster. Cool thing is cost of creating such cool and cutting edge competition is minimal (webpage and some serving). I wouldn't host on YouTube unless you were strapped for cash since you want the SEO juice flowing in your site's direction.

Soon retailers will be glad people are in their stores FOR ANY REASON, beat them by embracing showrooming now.


Via Martin (Marty) Smith
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10 Beautiful Websites for Your Inspiration - Can Beauty Win As A Strategy?

10 Beautiful Websites for Your Inspiration - Can Beauty Win As A Strategy? | AtDotCom Social media | Scoop.it

Design Beauty As Online Strategy
Beauty has a problem online. Imagine a line with pretty pictures on one end and makes money / converts on the other. As website design travels away from the balanced center out to either pole something is given up.

Beautiful sites often feel solipsistic and self referential. Commerce sites feel transactional and much like an not very special commodity. As visual marketing commands more and more of our attention, efforts and communication arresting imagery is important.

You can't sell someone who doesn't stop long enough to know who you are. Is beauty an effective strategy in and of itself? No. Is commerce an effective strategy in and of itself? No. Truth lies in the magic promise of a balanced approach as these 10 examples of somewhat practical beauty share.

My favorite and the one most centered between those two poles?
Juliana Bicycles - I don't typically like group scenes that aren't open to the viewer as they can send an exclusionary message. This bicycle site doesn't because of the magic of place pictured and the ancient desire to warm next to a fire with friends.

Would NEVER have thought Juliana Bicycles hero could feel so beautiful, friendly and inviting breaking several key rules - but it does.


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Via Martin (Marty) Smith
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malek's curator insight, April 25, 2014 8:50 AM

One Unusual trend we ignore

In Digital strategy pay maximum attention to social media tools, digital tricks and marketing tips. But, we don’t always keep tabs on website design trends and evolution

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Is Ecommerce Stuck In The Mud? - via @Curatti_

Is Ecommerce Stuck In The Mud? - via @Curatti_ | AtDotCom Social media | Scoop.it
Is E-commerce Stuck In The Mud? After our first Holiday Ecommies Review of 30+ top online retailers (@Ecommies is a new ecommerce ratings, review and award site coming soon). It’s clear e-retailers are stuck in the mud.

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 11, 2013 10:47 AM

Fun writing this post for [url=/u/98044 x-already-notified=1] janlgordon[/url] new Editors of Chaos http://www.curatti.com. Conclusion after our first Ecommie Awards for Holiday 2013 is YES e-commerce is stuck in mud of its own making.

Online retailers seem stuck fighting battles that are all but over such as the adoption of free shipping out and back, deal-of-the-day and Buy More, Save More. The ocean runs red as competitors face off with each other with little regard to the unique characteristics of selling online.

There were bright spots in the more than 30 top e-retailers reviewed including REI.com and Williams-Sonoma, but even well established brands such as L. L. Bean seem to struggle this holiday selling season.

Not hard to see WHY ecom is in a rut. Mobile is changing everything though few seem to realize the magnititude or sweep of the change. In addition to the Ecommies Report card we created a Social Media Analysis showing most e-retailers follow less than 1% of their followers.

Clearly the conversational nature of the new web is as perplexing to retailers as mobile. The combination of these two big misses, mobile and social, made holiday 2013 lackluster and stuck in the mud. This Curatti.com post shares ideas for how to fix not least of which would be embracing social media marketing and joining a mobile marketing revolution that has little to do with phones.

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Responsive Email Marketing An Ecom MUST In A Mobile World [Tips]

Besides a quick explanation of what responsive email design is; I take a look at what’s possible, going through some of the responsive layout patterns we’ve

Via paulo oliveira, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, April 21, 2013 9:42 AM

Email The Register Of Ecommerce
Email out performed all other channels when I was an Ecom director. Email contributed more margin to the bottom line and was the cash register of other "lost leader" channels such as PPC. 

Email also creates important diversification. People on YOUR list put you in control at least as far as you don't irritate or spam. If more than a tiny group on your list complains you are marketing insensitive to their needs (spamming in other words) and your ISP will black ball your website and it can be hellish to get off. 

 

Email As Mobile Life Curator
Email marketing is not without its new challenges. Batch and blast the same message means conversion will go down as spam complaints go up. Email's role is changing with the dominance of smart phones.

Smart phones and pads are the easiest way to manage emails. Email deletion is easiest on mobile and mobile fills up the free time of waiting in lines and sitting on the subway. Wonder why your open rates are going DOWN? A: Smart phones. 

All of this means you need personas and segments AND responsive emails in your email marketing these days. You MUST create relevant messages. Use personas, fully articulated archetypes for between 3 and 7 "super groups" within your list. 

Know what segments within your list such as "multi-buyers" or VIPs are the most profitable. Combine personas, which THEY ARE with your financial segments what THEY MEAN to you to create campaigns that will appeal to THEM and make money for YOU. 

Email Marketing In Mobile World Tips
* Subject Line is beyond important.

* Create responsive email (email must look great on all devices).  

* Use PERSONAS and SEGMENTS together.

* Tell STORIES over TIME.

* Curate User Generated Content INTO your email marketing.

* Count and trend unopens as a NO.

* Create & Trend new KPIs such as $ / sent, $ / opens.

* Keep emails OFF your website (dupe content and hurt heuristics).

 

This last bullet needs some explanation. Your email marketing needs a "can't see this email view it here" link, but keep your creative in a NON-SPIDERED folder.

 

Allowing your emails to get spidered can cause duplicate content problems and the heuristics of your emails don't help since, if you are creating great Call To Action emails, your audience will not spend much time on your emails as they are simply attention getter pass through to points of conversion. 

Martin (Marty) Smith's comment, April 21, 2013 4:57 PM
Thanks for the Scoop Massimo. Marty