I spent the early part of my career working in brand management for Heinz and Unilever in the 1990s. We had access to scanner data, which told us the sales of a particular item or category at the store level. We had access to shipment data, which told us how much product we had shipped […]
The True Cost and ROI of SEO – 10 Questions You Should Ask Your SEO Person Today. Years ago, we added up the cost of each legitimate SEO program we were running and analyzed their results to get their cost/acquisition. In all cases, the cost/acquisition was higher for Organic SEO programs than for paid online […]
5 Reasons We Stopped Doing SEO for Clients SmartClick doesn’t do Search Engine Optimization anymore. We haven’t done it for years. Instead we focus on paid online advertising—and that’s how we made our clients, in aggregate, an incremental $25 million in revenue last year. In the marketing department at PepsiCo years ago, we were always […]
Just as Free Shipping has helped Amazon take over the ecommerce world, your brand can take back lost revenue at higher margins by implementing Free Shipping as well. Amazon with Prime and its 2-day Free Shipping is kind of like Genghis Khan, conquering everything in his wake. It’s tempting for many manufacturers to launch on […]
Brands need to think more about the data they’re pushing out with the big aggregator websites who are increasingly controlling the majority of website traffic, as well as the data brands are pulling in to manage decisions, or risk being left behind. Way back in September of 2012, Tom Anthony, Head of R&D at Distilled, […]
Why Your Marketing Plan Didn’t Work Most marketing plans lack the balance between awareness building and message frequency to truly nurture consumers down a path to purchase. At SmartClick, when we begin a new engagement, we get a glimpse of the client’s past marketing plans. Typically, past plans haven’t worked well, or at best have […]
Google Shopping used to be a utopia for merchants online – where the benevolent “do no evil.” Google would list your products, free of charge, driving paying customers to your site to buy your stuff. All you had to do was upload a product feed to Google Merchant Center and keep it fresh. Life was […]
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