February 10, 2011, 9:40 AM

How to find the right marketing mix

An IRCE conference speaker will talk about the latest online marketing tools.

Allison Enright

Editor

Lead Photo

Eric Best

Online retailers have to reach consumers through multiple marketing paths, and that’s why  CookiesKids.com, which sells apparel for children, enlists the help of e-commerce services firm Mercent to maintain a presence on online marketplaces, including Amazon.com.

At  the Internet Retailer Conference & Exhibition 2011,  Mercent CEO Eric Best will talk about how retailers such as CookiesKids.com can create the optimal online marketing mix in a session entitled “Navigating the marketing landscape," which will take place between 2:30 p.m. and 3:00 p.m. on June 16. Al Falack, e-commerce director at CookiesKids.com, also will speak at the session.

Using examples from multiple Mercent e-retailer clients, Best will show attendees the pros and cons of advertising within Facebook and through third-party marketplaces, paid search and affiliate networks. For example, CookiesKids.com uses a dynamic pricing tool from Mercent that gives the e-retailer’s products the best chance of snagging a slot in the Buy box, the marketplace’s recommended option among merchants offering a particular product and the result most likely to be clicked. It is therefore considered prime real estate on Amazon. “It’s absolutely critical to seller performance,” Best says.

Best also will explain how e-retailers can use Google’s latest advertising and sales channel options. E-retailers can participate in Google’s free Product Search program and then mix it with paid Google programs, such as AdWords, for better impact.

“Google Product Search is something we encourage everyone to actively participate in. It’s a no-brainer for retailers,” he says. “But Google is investing in a broader set of retail programs for retailers, too, with extensions to AdWords and alternative pay-for-performance programs that were not material channels for retailers a year ago.”

Best says attendees can expect to leave the session with a better understanding of the marketing landscape and how they can apply the latest tools to their own marketing mix. 

Internet Retailer’s editors asked Best to speak at the conference because he has strategic and tactical knowledge of the e-commerce marketplace, especially for small to mid-sized e-retailers. Mercent clients include SitStay.com, CenturyNovelty.com and FootSmart.com. His previous employers include Amazon.com, the No. 1 e-retailer in Internet Retailer’s Top 500 Guide.

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