November 2020 Top 10: Our Most Popular Posts

Our mission since 2005 is to publish independent content to help ecommerce merchants. What follows are the 10 most popular articles that we published in November 2020. Articles from early in the month are more likely to make the list than later ones.

5 Content Marketing Ideas for December 2020

In December 2020, online retailers and B2B sellers can focus their content marketing on getting things done during Covid, launching a YouTube channel, profiling the Nobel Prizes, teaching skills, and raising AIDS awareness. Read more…

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Alibaba’s 2020 Singles Day Breaks Record, Attracts Luxury Brands

Alibaba’s Singles Day is typically a 24-hour event on Nov. 11. This year, however, Singles Day ran for nearly two weeks, from Nov. 1 through Nov. 11. Gross merchandise volume during that period, according to Alibaba, was $74.1 billion. This compares with $38 billion in a 24-hour period on 11.11 in 2019. Read more…

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The 5 C’s of Ecommerce Marketing

The 5C marketing framework provides a structured way to evaluate and describe a business’s position in a market. The framework, applied consistently, could guide decisions as the business promotes its brand and products. Read more…

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10 Inspiring Holiday Marketing Campaigns

The 2020 holiday season is upon us. Here is a list of successful marketing campaigns from previous holiday seasons. The campaigns celebrate Yule logs, Santa, holiday music, and heading outdoors. Several of the campaigns use contests to generate content from followers. Read more…

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5 B2B Ecommerce Trends for 2021

B2B ecommerce was already growing rapidly when the global pandemic struck in early 2020, accelerating the wholesale industry’s digital transformation. And while it would be possible to list many industry shifts for the coming year, five trends could be especially disruptive. Read more…

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SEO: What Google’s New Passage Indexing Means for Ecommerce

In its never-ending quest to improve search results, Google is extending natural language processing to “passage indexing,” ranking individual sentences or phrases within a page. Google addressed this latest update in an October 15 blog post. The update will impact an estimated 7 percent of its search queries worldwide. Read more…

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Understanding Google’s Smart Shopping Campaigns

I’ve written many articles in the last year that address Google Ads’ automation. Used carefully, automation — bidding, dynamic copy, scripts — can free up time for strategy. In this post, I’ll focus on Smart Shopping campaigns for Google Shopping. Read more…

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Beardbrand’s Technology Stack: Platforms, Apps, Services

An ecommerce company is a collection of platforms, apps, and service providers. That’s certainly the case with Beardbrand, the company I launched in 2012. James Wilson is Beardbrand’s growth marketing manager. I asked James to describe our technology stack, hoping that the decisions we’ve made (good and bad) can help other merchants. Read more…

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Cookieless Browsers Will Upend Ad Tracking

Trends toward greater consumer privacy may force ecommerce marketers to change methods of measuring performance, including turning to “marketing mix modeling,” a 70-year-old technique. Most digital marketers depend on some form of multi-touch attribution modeling to measure the effectiveness of their various promotions. Read more…

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Ecommerce Product Releases: November 2, 2020

Here is a list of product releases and updates for late October from companies that offer services to online merchants. There are updates on social commerce, discounted shipping, holiday deals, live chat, analytics, and content creation. Read more…