What is the main messaging of their marketing materials? What common customer problems or goals do they often refer to? Let’s say you’re a pet sitter going through a rival business’ brochure. There is a huge difference between a brochure emphasizing frequent real-time online updates, and another brochure emphasizing pet pampering and grooming. The group of clients who are attracted by frequent real-time online updates are often focused on the safety and welfare of their pets, while those looking for more pampering and grooming services are focused on comfort and appearance.

Katey Ferenzi has lived and breathed ecommerce for +10 years. In the mid-2000s, she and her husband started their own online business and successfully exited so they may come to Bigcommerce to teach other SMBs how to do the same. Currently, she's consulting for Jasper PIM, a Product Information Management (PIM) solution focused on unifying back-office operations with front-end shopping experiences for mid-market and enterprise businesses looking to scale.
Bluetooth technology is less expensive than GPS and WiFi. However, while bluetooth makes beacons great, it’s also their downside, as many folks keep bluetooth turned off when they’re moving around in the world. To understand the tech in greater detail, Estimote, a beacon vendor, does a good job of explaining the physics and math of how beacons work.
Set priorities. Once goals are established, it’s important to determine key priorities. For instance, if the primary goal is revenue growth, the priority should be executing initiatives that drive conversions, such as keyword or audience expansion. On the other hand, if the primary goal is driving profit, then the priority should be focused on initiatives such as search query report (SQR) mining for negative keywords and other forms of optimization.
Privacy and security concerns are, by many accounts, the one thing holding location based services back from exploding. One of the first backlashes came from Nordstrom customers, when that retailer tracked customers through its physical locations for market research purposes. The word “creepy” was applied at the time, and it’s still a word commonly found in discussions of how location-based marketing can tend to make people feel.
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated.[3] A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.[4]

Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.
When I was working with BLADE, an Uber-like helicopter service, we wanted to know why people would pay $600 for a 5-minute long helicopter ride from Manhattan to the airport, but not the other way. In this particular case, our competitor was sitting alone in a black car in traffic back to the city. The benefit was that they weren’t really in a rush and they could catch up on things. It was the only time they could be alone with their thoughts.
By using organisation techniques, such as document processing solutions and an outsourced document collection service, you will be able to improve customer service. Problems with organisation can lead to a drop in customer service, which is highly detrimental to any start-up. Customer satisfaction is key to any return business, which is why you need to be organised.
WooRank is a freemium tool that provides an “instant website review.” Without a premium account, you are only allowed to generate a limited number of free reports, but you are able to view previously generated reports. Also, the tool currently offers a 7-day unlimited free trial, which gives you access to unlimited reviews. If you’re interested in purchasing a plan, the cheapest one is $49/month.
There are various platforms available for PPC ads like Google, Yahoo, Bing and social media channels like Facebook. Choose wisely your platform and plan your ad campaign strategy, according to it. Google is the most effective and famous platform for PPC campaigns. Google Adwords is an advertising interface provided by Google, which is used to plan and publish Google ads. Similarly, Bing ads and Facebook ads provide all required interfaces for an effective PPC campaign.

For both teams, first reactions from people were often strongly negative. I cringe to think what focus groups would have done with these ideas. But, Chesky and Gebbia, and Hyman and Fleiss, were undeterred. To these founders, their ideas were obvious and they set out to find investors and employees who got the vision when most everyone else did not.
Indirect competitors are the ones who offers a similar set of features but to a different customer segment; or, they target your exact customer base without offering the exact same set of features, which means indirect competitors are solving the same problem but for a different customer base, or are solving the same problem but offer a different solution.
You can use multiple different exclusion zones if you have an extremely particular region that you’re looking to target. The only caveat here is that you have to make sure you’re not being too narrow with your behavioral and demographic targeting. When you focus on too small a region, the size of your audience can get so small that it becomes practically impossible for Facebook to actually deliver your advertisements.
There is a “home” for newly published content. A hub for new content can be the site’s blog, or a news section. For instance, Distilled’s “home for newly published content” is the Resources section. While this line item may seem like a binary (score of “0” if you don’t have a dedicated section for new content, or score of “2” if you do), there are nuances that can bring each brand’s score up or down. For example:
Analyze Competitive Information Once you've gathered all of the competitive data you have been able to locate, it's analysis time. You should analyze to determine product information, market share, marketing strategies, and to identify your competition's strengths and weaknesses. Product Evaluation You should know from your sales staff and customer feedback what product features and benefits are most important to your customers and potential customers. A product's or service's competitive position is largely determined by how well it is differentiated from its competition and by its price.
Take Coca Cola and Red Bull for example. They have massive marketing budgets, and the majority of that budget goes into branding and (I am guessing) very little attention is paid to determining the ROI of each individual activity they sponsor. They just know that the more they can build equity in their brand, the more products they will sell. The result? They are some of the most recognizable brands in the world. They are also extremely profitable at the end of the year – they just achieve that profitability differently than what we are used to seeing as direct response marketers.
Reason: If visitors find your website with a certain keyword but you have a high bounce rate, that’s enough to know that something is not going as it should. Ask yourself and test if it is a problem with content quality, appearance, etc. There is often more than one explanation for a high bounce rate, and there could be more than one solution. If you are totally lost at this point, a feedback session with five potential users might provide some insightful ideas.
Having initiated a Geo Targeting conversion experiment, you are faced with an inherent problem: how can you verify that your Geo Targeting works? One option is to ask people that are located worldwide to browse your targeted pages and inform you of the results. Another, far more convenient method, is to use a “global geo proxy network” that allows you to browse the web from different global locations.

Also, click on the “CTR” checkbox at the top of the graph. That will display a line graph overlay that displays your click-through rate for search. If you see that it’s dropped recently, it might be a good idea to check your meta description tags to make sure that they haven’t changed. It’s possible that people aren’t as “tempted’ to click on your link in search results because there’s not a very good description of the page contents.
The other option is to follow up with page visitors outside of AdWords. To do this, you’ll want to create an opt-in page (like the templates above) that offers visitors something of value in exchange for their email address or other contact information. Our dishwasher vendor could offer a free guide on the best way to prolong the life of your dishwasher.
Location history of a consumer provides a lot of information specific to that person: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining this information gives great insight to marketers that enhances the ability to target consumers and deliver relevant, responsive location specific ads and information, even if the consumer is not currently in that area. <<<
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