What’s Millennial Brand Loyalty Worth to You?

by Matthew Katz on Aug 2, 2016 1:23:34 AM Digital Marketing, e-Commerce, Consumer Behavior, Support Services

Millennials make up an increasingly significant piece of the global spending pie. A study from the Dartmouth Center for Marketing Research estimated that Millennials born between 1980 and 2000 possessed a spending power of $2.45 trillion worldwide in 2015. As the younger portion of the generation begins to control more money and become more financially independent, that number is expected to rise, and businesses want to be there when it does.

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What Amazon Knows About Membership

by Robbie Kellman Baxter on Jul 25, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

Amazon Prime Day is the best day of the year for many bargain shoppers—thousands of deep discounts for one day only.

And if you are an Amazon Prime member with (at least) one of these Amazon Dash Buttons, congratulations. You are on the vanguard of the Physical Membership Economy.
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How One Small Change Can Increase Reviews 4X

by Matt Parsons on Jul 22, 2016 12:00:00 AM Digital Marketing, e-Commerce

Thanks to technology like one-click payments and data-driven product recommendations, it’s now easier than ever to buy multiple products in one fell swoop. In fact, approximately 60 percent of the transactions that come across our platform have more than one product in the order.

But while shoppers are purchasing more than one item at a time, retailers traditionally haven’t successfully collected reviews on all of those products.
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New Consumer Study: How Much Will Parents Spend on Back-to-School Items?

by RetailMeNot, Inc. on Jul 21, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Retail

RetailMeNot, Inc., a leading digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store, has released a new study titled, “Back-to-School Cheat Sheet: Consumer Trends and Insights for Retailers,” that explores the shopping habits of parents as they prepare for their students’ return to the classroom.
Following are a few interesting statistics.

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How to Keep Affiliates Happy and Producing

by Greg Shepard on Jul 12, 2016 12:00:00 AM Digital Marketing, e-Commerce

If your affiliates aren’t happy and getting what they need from you, they’re not going to put their best effort in, which sadly, will result in a less than stellar affiliate program. In a way, it’s like hoping your employees will support your “best place to work” bid when your benefits consist of a referral to social services.

In other words, you can’t blow off your affiliates and expect them to return the favor with an awesome effort. It’s just not going to happen. So how can you get the best out of them?

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Millennials & Mobile Banking: Shaking Up Traditional Banking

by Matthew Katz on Jul 11, 2016 12:00:00 AM Digital Marketing, e-Commerce, Support Services

There are 80 million Millennials in the U.S. alone. Individuals born between 1980 and 2005 are increasingly having a major influence on a number of industries, but perhaps none more than that of banking. From choosing digital banking over the traditional “consumer-teller” practice to eschewing banks altogether, it’s clear that Millennials have put banks on notice. With the growing amount of money Millennials control, banks, now more than ever, must find a way to engage with and provide what this generation is looking for or risk losing it for good.

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ERA’s TV Council Explores Online vs. TV on June 30 Call

by Caitlin Haire on Jun 28, 2016 12:00:00 AM Committees & Councils, Digital Marketing, DRTV, e-Commerce

Join the TV Council this Thursday for our monthly call as we tackle the topic, Online vs. TV. We’ll take a deep dive into questions such as, “What level of online activity are agencies and marketers utilizing to reach the consumer in a television environment that is becoming even more fragmented?” and “What does that offline/online relationship look like, and how does that affect the overall campaign ROI?”

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Enforcement Goes Global

by Lesley Fair on Jun 27, 2016 12:00:00 AM Advocacy, e-Commerce, International

Your supply chain is global, and chances are that your customer base is, too. International commerce has become business as usual for most direct response marketers, and international consumer protection is a growing part of the mission of the Federal Trade Commission (FTC). How does FTC promote consumer interests in the borderless world of online commerce? Through effective law enforcement and stepped-up cooperation with the agency’s global counterparts.
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Get Inspired by IRCE’s Main Stage Speakers and Conference Agenda

by IRCE on May 24, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

IRCE, taking place at Chicago’s McCormick Place West, June 7-10, boasts networking events, an expansive exhibit hall and a focused conference agenda.

Hosting an incredible roster of knowledgeable speakers next month, IRCE has top leaders kicking off the two main conference days—from Dell, NASA, Steve Madden, and TigerFitness.com—who are not to be missed.

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JOYUS: Creating a Seamless Digital Experience

by Vi Paynich on May 19, 2016 12:00:00 AM ERA News, Digital Marketing, e-Commerce

When it comes to leveraging traditional and digital marketing channels, it’s all about determining what content works best in what channel. For example, JOYUS focuses its marketing efforts on products with a lower price point, where the time to tell a story and the ability to convert the audience are completely aligned. The digital format allows for more flexibility on the creative side. Thus, marketers can shorten or lengthen the amount of time relative to what’s required to talk about the product.

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4 Little-Known Lead Generation Tactics

by Danica Jones on May 12, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Support Services

4_Little-Known_Lead_Generation_Tactics-911303-edited.jpgWhat is the lifeblood of any business? At the end of the day it is all about leads. Before a sale even happens, it takes its form as a lead. All marketing activities—SEO, PPC, PR, and other acronyms—work in concert to ultimately drive leads. The dilemma for the marketer is that as one lead generation channel grows in effectiveness and popularity, the cost for that lead increases. This results in a decrease in ROI. Here are four lesser known lead generation tactics that can make a huge impact any company’s bottom line.
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IRCE Offers More to Online Retailers than Any Other Industry Event

by IRCE on May 11, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce, Retail

IRCE, taking place at Chicago’s McCormick Place West, June 7-10, attracts nearly 10,000 attendees and provides you with multiple opportunities to make new connections and learn from one another. In addition to networking events and gathering spots, IRCE’s expansive exhibit hall and focused conference agenda affords you the opportunities to discover new trends and find new technologies.

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Running DRTV on Amazon?

by Ranjit Mulgaonkar on May 9, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce

With over 44 percent of product-related searches being done directly on Amazon today, this Internet retailer represents a huge revenue opportunity for direct response marketers. Marketers often struggle with trying to implement the time-tested DRTV formulas on Amazon. While your landing page has a lot of flexibility in presenting your offers, the company’s platform is more restrictive. What’s more, traditional, proven DRTV marketing strategies using BOGO offers, upsells, continuity, and dry testing do not translate directly to Amazon.

However, there are ways to implement DRTV marketing tactics within the restrictions of the Amazon platform and still win big.

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Smoothing the Electronic Retailing Supply Chain

by Eric Best on Apr 28, 2016 12:00:00 AM e-Commerce, Retail, Support Services

At the core of electronic retailing is a direct relationship with the consumer. From the very beginning, there is a point of connection with the shopper—something compelling that spurred him or her to action—establishing a strong foundation for future interaction, loyalty, and lifetime value.

In the high-pressure e-commerce environment—where we constantly face aggressive metrics for sales revenue, margin, and conversion—it’s easy to forget about those human relationships and their long-term value. But thinking about your customers first and optimizing your supply chain around their needs can yield incredible dividends, turning one-time shoppers into repeat customers and transforming customers into advocates for your brand.

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[Video] D2C Convention Puts Marketing Innovation Front and Center

by Vi Paynich on Apr 27, 2016 12:00:00 AM D2C Convention, Digital Marketing, e-Commerce

Over the years, the ERA D2C Convention has shined a light on emerging technologies designed to offer more opportunities to today's savvy marketing professionals. What's more, ERA has brought greater insight into this constantly-evolving marketplace by welcoming innovative digital players like Zappos, Joyus, and Shazam to the keynote stage.

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How Affiliate Marketers Can Benefit From Ad Blocking

by Greg Shepard on Apr 26, 2016 12:00:00 AM Digital Marketing, e-Commerce

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

No, really. Ad blocking can be a good thing. As you are undoubtedly aware, the entire advertising industry is up in arms over the onset and adoption of this technology. In fact, IAB Chairman Randall Rothenberg recently launched into a lengthy screed, decrying ad blocking companies and labeling them “unethical, immoral, mendacious coven of techie wannabes,” who have waged a war against diversity and freedom of expression. Alas, it doesn’t matter what Mr. Rothenberg thinks. People hate intrusive and obnoxious ads and they will continue to do what they can to avoid them.

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ERA Forms Strategic Marketing Partnership With the Internet Retailer Conference and Exhibition

by Electronic Retailing Association on Apr 20, 2016 12:00:00 AM D2C Convention, ERA News, Digital Marketing, e-Commerce

For nearly three years, ERA has made it its mission to help association members and the direct response marketing community to bridge the gap between traditional DR and digital marketing by offering business development opportunities and education at ERA conferences and by delivering online and printed content highlighting digital marketing best practices. Our goal has always been to enable direct-to-consumer marketers to become as adept in digital marketing as they are in DRTV.

What’s more, the association has taken these efforts a step further with an exciting announcement...

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The Case for Telemarketing Amid the Digital Age

by Peter Koeppel on Apr 19, 2016 12:00:00 AM Digital Marketing, e-Commerce, Support Services

With the majority of direct sales now coming in over the Internet, some direct response marketers have pulled the plug on inbound telemarketing. The motivation to do so has been driven primarily by online marketing’s ability to capture a lead or sale at a significantly lower cost, not to mention the hassle and logistical challenges that telemarketing presents. But marketers who are not speaking with their clients may be missing out on a valuable opportunity to engage in a dialogue with their consumers that can be of tremendous value. Here are just some of the ways that telemarketing can help create value for marketers...

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4 Reasons to Use Tokenization to Protect Your Online Payments

by Pattie Mercier on Apr 8, 2016 12:00:00 AM e-Commerce, Support Services

When you think about data breaches, what comes to mind? News headlines of name-brand businesses coping with the aftermath of attacks? “Hactivists” targeting well-known organizations?
There are countless considerations as you fortify your business against the threat of data theft and its associated losses. Tokenization is one of the most simple and straightforward ways to protect you and your customers against the negative effects of a data breach.

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Are Merchants Ready for the Mobile Commerce Revolution?

by Monica Eaton-Cardone on Apr 1, 2016 12:00:00 AM Digital Marketing, e-Commerce

While home computers have always maintained the upper hand when it comes to online shopping, mobile devices are quickly overtaking them as the dominant ecommerce platform.

According to figures released last month by IMRG, mobile sales accounted for 51 percent of all UK online sales during the 2015 holiday season. As mobile’s domination of ecommerce becomes increasingly solidified, merchants need to be sure they’re doing all that they can to stay ahead of the curve.

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Increases in Paid Search Competition & Cost Per Click in the Post-Right Rail Era

by Jim Leichenko on Mar 29, 2016 12:00:00 AM Digital Marketing, e-Commerce, Retail

Since news hit that Google was going to eliminate paid search text ads from the right rail of its results page on February 22, the industry has been abuzz with speculation on exactly what those changes may mean for advertisers.

To help provide some preliminary answers to this question at this early date, AdGooroo examined changes in the number of advertisers and cost per click on 2,500 top retail keywords from February 1 through February 18 compared to the period from February 19 (the day we started seeing significant changes on Google’s right rail) through March 8.

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A Global Snapshot: Ecommerce Trends Around the World

by Stephanie Wharton on Mar 22, 2016 12:00:00 AM Digital Marketing, e-Commerce

Whenever I share the stat that more than 70% of Instagram users are outside the U.S., people seem to be surprised. But unlike Facebook and Twitter, participation on the visual-centric platform isn’t contingent on knowing a specific language. Instagram’s focus is on connecting people via images. Many of the user-to-user interactions on the platform consist of emojis or a simple @ mention to a friend, directing them to a particular photo.

This all got me thinking on a broader level. For marketers in the U.S., it’s easy to take on a U.S.-centric view when thinking about consumer habits. But as visual commerce becomes less about language and more about images, the chances are much greater of sparking interest from international consumers.

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3 Ways to Build Customer Trust and Loyalty in 2016

by Kirsty Tull on Mar 18, 2016 12:00:00 AM Digital Marketing, e-Commerce, Consumer Behavior, Retail

Global ecommerce is projected to top USD $1.8 trillion in 2016, and while digital consumers are enamored with the convenience of mobile shopping, analysts are finding that they’re also concerned about some aspects of the ecommerce experience. In its 2015 Consumer Payments Survey, PricewaterhouseCoopers subsidiary Strategy& found that digital shoppers want better data privacy, more assurances of transaction security, and more rewards and offers when they shop online. Ecommerce and mcommerce merchants who address these consumer concerns wisely can build customer trust and differentiate themselves from the competition in the year ahead.

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Your Strict Refund Policy Can Hurt You

by Curtis Kleinman on Mar 16, 2016 12:00:00 AM DRTV, e-Commerce, Support Services

Every merchant tries to create a refund policy that will protect each sale. Most payment processors prefer at least a 30-day unconditional refund policy. Many insist their consumer ship back the unused portion of their product. No merchant wants to be taken advantage of by having their product used in full and the customer receive all the promised benefits. Then request a refund just because consumers can get away with it.

Think of it this way, handling refunded products can prove costly in several ways.

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Doing Business in New Jersey? Your Website Terms & Conditions May be Plaintiffs’ Next Target

by Elissa J. Glasband, Jennifer S. Schiefelbein, and Christopher B. Fontenelli on Mar 15, 2016 12:00:00 AM Advocacy, Digital Marketing, e-Commerce

Doing business in New Jersey just got thornier. Recent decisions broadly interpreting the New Jersey Truth-in-Consumer Contract, Warranty and Notice Act (TCCWNA), N.J.S.A. 56:12-14, et seq., have spawned a flurry of pre-suit notification letters and class action complaints claiming that companies’ website terms and conditions, advertisements, consumer contracts, and other written communications run afoul of the statute. The TCCWNA prohibits sellers from “offer[ing] to any consumer or prospective consumer or enter[ing] into any written consumer contract or giv[ing] or display[ing] any written consumer warranty, notice or sign” that “violates any clearly established legal right of a consumer.” TCCWNA violations entitle plaintiffs to statutory and actual damages, injunctive relief, and attorney’s fees.

Why Should the TCCWNA Matter to Me Now?

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Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.