Marketing measurement doesn’t end with the marketing spend, retailers learn
More retailers are learning that marketing in the Internet age doesn’t end with the marketing spend and the impression—it carries all the way through to the closing of the sale. “The better we convert, the more valuable we become as a partner to affiliate sites,” says Nate Miller, e-commerce marketing manager for Northern Tool & Equipment Catalog Co.
Miller says improving the quality of the content at shopping aggregator sites, with an eye toward hiking clicks and conversions, will be Northern Tool’s focus over the next six months. Among the efforts it will undertake will be to understand the data feeds that aggregator sites require, as well as providing improved images and more detailed product information.
Since display at aggregator sites is often tied to how well a retailer converts clicks to buyers, Miller believes that once Northern Tool’s information improves and conversions go up, its rankings at aggregator sites will improve as well, giving the company more opportunity for sales from e-shopping malls. “We feel we’re not managing the potential right now because we’re not as prominently displayed as we should be,” he says.
“They get people to their sites then ship them off to us,” he says. “If we don’t convert them to buyers, we’re not holding up our end.”
Back...
