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Ecommerce Weekly Issue #14

Ecommerce Weekly Issue #14

Written By

Shoperators,

This week has some deep thought pieces for long-term and sustainable growth for your ecommerce business.  The McKinsey article by David Court talks about this new “shop around” consumers and Drew Sanocki shares his wisdom from turning a company from Bankruptcy to a $10M exit.  I also found a great infographic about why consumers complain publicly about brands from a large pool of consumer surveys.  All three of these should make you stop to think about your long term goals.

To complement those weighty subjects, I also found two step-by-step tactical guides.  One on the new Facebook Collection Ads and the other on how to properly track your UTM parameters in Google Analytics. Those two articles you should start implementing today.

Happy Easter, and enjoy these articles!

The New Battleground for Marketing-Led Growth

The New Battleground for Marketing-Led Growth

This in-depth analysis comes out of none other than Mckinsey Quarterly.  The author, David Court, asserts that there’s a new class of consumers he coins as the “shop-around consumers.”  He explains that as much as brands depend on loyalty and repurchases, the accessibility and convenience of our new digital world almost compels consumers to shop around.

The article also provides some great strategies to employ – such as increasing marketing for consideration and continually re-segmenting your audience and provide further value for the appropriate context.  This is a thorough and well researched analysis that every ecommerce merchant should read and review.

How to Create a Facebook Ad Collection

How to Create a Facebook Ad Collection

There’s a new type of Facebook Ad and this one is especially relevant to ecommerce businesses.  This new ad type combines both a creative (Image, Slideshow or Video) above a group of linked product images.  Jon Loomer walks you through this step-by-step so you can start testing this new ad format.

Growing a Company from Bankruptcy to $10M in 10 Months with Rapid Growth Strategies

Growing a Company from Bankruptcy to $10M in 10 Months with Rapid Growth Strategies

Drew has a fascinating background from bootstrapping and selling a profitable furniture drop-shipping company to turning around Karmaloop from bankruptcy to a 9-figure exit. He shares some great takeaways on how he rebuilt Karmaloop – and it’s not what you think – he’s not advocating that you just go out and get more traffic.  In fact, that’s how Karmaloop got into trouble in the first place.  The key, is retention! Read this article to learn how he did it.

Why Consumers Complain About Brands

Why Consumers Complain About Brands

A fascinating infographic put together by the folks over at Marketing Profs about why consumers complain publicly about brands.  52% of respondents say they are likely to complain publicly about a brand if it provides poor customer service; 31% say they are likely to complain about a product issue; 17% say they are likely to complain about a policy issue.  And the reason for leaving a negative feedback? And are they willing to forgive? See the rest of the data here.

Google Analytics: How to Track Marketing Campaigns

Google Analytics: How to Track Marketing Campaigns

Google Analytics is a treasure trove of insightful data – but only if the data is clean and normalized.  Morgan explains this process and outlines the structure of those cryptic “UTM parameters” in a way that mere mortals can understand. Once you understand the structure, then you can apply it in a way that makes your reporting a lot easier to understand and interpret.  Check it out.

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<p>Growth Marketer, Entrepreneur, and Ecommerce Enthusiast!</p>

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