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36 Six Secrets of Successful Ecommerce COVER STORY
the site, as a past customer or registered user, for the program to take fl ight. Cataloger Clif- ford James recently authorized a case study that stated RedEye’s program helped liſt sales dramatically. “T is abandoned shopping cart behavioral email campaign achieved great suc- cess within the fi rst three months,” says Brian McConnell, a commercial director at RedEye. “Signifi cant improvements in deliverability, click-through and order rates contributed to a 154 percent revenue increase, with a 678 percent ROI.”
3 38
Facebook Marketing. Some say the future of digital advertising lies in social media. Starbucks, Levi’s, Nike, Heineken,
and Domino’s Pizza are a handful of names put ing their money where their mouths are, launching global Facebook ad campaigns dur- ing the last 18 months. But SMBs should not be intimidated from put ing this platform to use. T ey can buy Facebook Marketplace ads, the sponsored slots on the right hand side of a user’s page, with minimum bids of $0.01 for cost-per-click (CPC) or $0.02 for cost-per- thousand impressions (CPM). Campaigns can be capped at low dollar amounts like $25 per day, enabling e-tailers to test ad strate- gies without breaking the bank. T e ads can be geo-targeted to precise user interests. For instance, if a sneakers store owner in Texas wants to only target Dallas-area residents who have “liked” Nike on the social site, interest-level and area code parameters can be set on the self-service platform at
www.facebook.com/ads. What has made Facebook advertising at rac-
tive to brands is that it increases their fans on the social site. Aſt er consumers become a fan of a com-
Facebook Marketplace ads can be capped at low dollar amounts, enabling e-tailers to test ad strategies without breaking the bank.
pany, they will see posts from the brand in what has become known as earned media marketing. Once a marketer gains Facebook fans, messaging to them is free. All the brand has to do is set up an offi cial Facebook Timeline page, which became available to all companies at the end of March. If you have short product videos, Facebook is an excellent place to repurpose the eff orts. T ey could go viral.
Continued On 40 May 2012
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