The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Gear retailer Sam Ash wants to become a depository of music-related advice.
Musicians know that making music is more than feeling the notes—it’s also about avoiding counterfeit guitars, buying the right tour equipment, how to modify an amp. Gear retailer Sam Ash wants to become a depository of such advice, and boost its traffic and natural search profile in the process. That’s why SamAsh.com this year began offering $50 to consumers who submit publishable articles. These are more than product reviews, says director of marketing Steven Prisco, but muscular content that will boost the retailer’s credibility and attract links that impress search engines. The effort has yielded a half-dozen worthwhile submissions, and Sam Ash plans to add more and then enable comments on those articles. “We want to make it more like a forum,” he says, “and turn it into a music Wiki.”