Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

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Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem As sellers try to react quickly to ever-changing circumstances due to coronavirus, logistics and channel strategies may change forever. Ginny Marvin on March 30, 2020 at 1:07 pm More “This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.
Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable s..

Retail

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Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

As sellers try to react quickly to ever-changing circumstances due to coronavirus, logistics and channel strategies may change forever.

Ginny Marvin on March 30, 2020 at 1:07 pm

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“This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.

Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable supply chain disruptions have rendered existing, best-practice processes anything but reliable.

‘Expect the unexpected’

“We see various things. So expect the unexpected,” said Frank Koshenash, president of Wunderman Commerce North America. “We’ve seen an essential FBA seller get disrupted because the factory is disrupted rather than Amazon. We’ve seen some [purchase orders from Amazon] come through when we would have expected otherwise. It’s hard to predict.”

Non-essential items may take a month or more to ship. “Amazon is showing our products will ship in late April or early May,” said Bryant Garvin, CMO of Groove Life, a Nashville, TN-based maker of silicon rings and watchbands. Groove Life sells via FBA on Amazon, directly on its own site and through small local businesses around the country.

Potentially crippling for sellers

“I became highly concerned about quarantining at my manufacturer and decided to restock on all of my SKUs — thousands of dollars in inventory,” said Abee “Now I’m ready to ship but have nowhere to ship to. This could be crippling on a business.”

Abel has seen demand for her products shoot up as more parents are looking for home school materials while schools are closed. Suddenly, she had no way to restock her inventory just as sales are rising. Abel’s situation highlights just how widespread the supply-chain challenges have become for merchants, regardless of where their products are manufactured.

Related: Get the Periodic Table of Digital Commerce Marketing

Chinese manufacturers, which supply most Amazon FBA sellers, were closed for seven to eight weeks starting in mid-January due to the coronavirus outbreak. Abel was insulated from those supply chain issues because all of her materials are made in the U.S. But, we are now seeing disruption across the U.S. supply chain, with slow or closed manufacturing plants and unprecedented strain on last-mile delivery logistics and resources.

Forced to rethink logistics

Abel says her constant networking with other Amazon sellers since she launched her business is paying off in this moment. She’s coordinating with her manufacturer to ship the new inventory to a company in Indiana that produces automotive goods and fulfills their Amazon orders directly. They have agreed to fulfill her Amazon orders for the time being.

“We’re recommending clients diversify fulfillment,” said Kochenash. “If they have MFN in-house or can spin it up they should consider doing so.” Companies need to consider the time and cost of setting up their own fulfillment versus waiting for Amazon’s fulfillment capabilities to normalize. “For most, the MFN option will end up being non-Prime, but that’s still better than some of the promised delivery dates that are out there,” said Kochenash.

“We are talking internally about switching to FBM [Fulfillment by Merchant],” said Garvin, as FBA fulfillment can now take weeks not days. Groove Life is fortunate that it already has its own fulfillment capabilities, plenty of inventory on-hand and can ship orders direct to customers in a couple of days. Groove Life is also fortunate that its products are small, which means the FBA storage fees it pays to Amazon are relatively minimal. Manufacturers with larger items and higher storage fees need to factor those costs into their calculations.

Renewed focus on process, channel diversification

“This is a prime example of why you have to have a channel that you own,” said Garvin. “You can control the customer relationship and aren’t at the whim of another company.”

Abel already had diversification on her 2020 roadmap, but says this experience prioritizes those efforts. While these weeks have been trying, and more challenges lie ahead, Abel is looking at the positives.

“I suddenly have to create a new business model and processes in 48-hours. Your business model is your process, so it’s really asking small businesses to redefine themselves,” said Abel. “I will know how to do FBA and FBM [fulfillment by merchant]. Those pivots will benefit us in the long-term though.”

More about marketing in the time of the coronavirus

  • How local businesses should be communicating with customers during COVID-19
  • Will Facebook's massive usage increases (eventually) turn into revenue?
  • Tell us: How are you pivoting during the COVID-19 crisis?
  • Canceling the MarTech Conference scheduled for next month and sharing our updated plans ahead

This story first appeared on Search Engine Land.

About The Author

Ginny Marvin Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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Four Opportunities for Focus to Improve B2B Marketing

While uncertainty can be distraction, now is a time for focus in the B2B marketing world. Beyond figuring out the new logistics and operations of remote work, paused marketing efforts and the urgent need to keep employees, customers and community safe and healthy, there's still a need for marketing. In fact, the areas of focus below are relevant in any time but are worth considering over the coming weeks and months. Align content strategy with the entire marketing funnel. Successful business marketers are doing more than ever to understand the customer journey and realize that in today’s environment, buyers are pulling themselves through 60-80% of the funnel with information they find on their own before ever contacting a vendor. Without real-world events and interactions, the current focus on digital engagement pushes that percentage even higher. During that self directed information gathering process, marketers have an opportunity to create content experiences that engages with ..

Continue reading “Four Opportunities for Focus to Improve B2B Marketing”

Will Facebook’s massive usage increases (eventually) turn into revenue?

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Will Facebook’s massive usage increases (eventually) turn into revenue? The pandemic is helping the company repair its public image. Greg Sterling on March 27, 2020 at 6:21 pm More Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”
Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking a..

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Will Facebook’s massive usage increases (eventually) turn into revenue?

The pandemic is helping the company repair its public image.

Greg Sterling on March 27, 2020 at 6:21 pm

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Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”

Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19.”

It’s the same story across the internet, with news publishers losing out from advertisers blocking coronavirus-related content from their ad buys, other social media sites (i.e., Twitter) and Google enjoying record traffic, but without additional ad revenue.

Prior to the outbreak, Facebook had continued to see revenue growth in the U.S. but it was suffering declining usage and engagement according to various surveys and analyst estimates. In particular, Edison Research said last year that Facebook had an estimated 15 million fewer users than in 2017. Many of the defections were from younger users who are now using other platforms, including Facebook-owned Instagram, Snapchat and TikTok.

Rewriting the narrative. However, the aftermath of the 2016 election and a drumbeat of negative news damaged Facebook’s reputation and credibility with audiences. Large majorities of Americans, according to an April 2019 survey agreed with statements: Facebook “wastes our time” (82%), “spreads unfair attacks and rumors” (61%) and “divides us” (57%).

Now with the crisis, as the New York Times writes, Facebook and big tech firms more broadly, have a chance to “change the narrative” around their companies and brands. The so-called “techlash,” like so much ad spending, has hit pause. And the big tech companies can potentially regain control of the conversation about their brands.

How Facebook (and Google) handle themselves from now until the end of the crisis will be determinative of whether they can accomplish this — using a mix of genuine empathy, targeted support and shrewd PR. This combination is perhaps exemplified by Facebook’s $100 million grants program for SMBs. (Google just one-upped the company with $800 million in direct and indirect aid to SMBs.)

Why we care. Just like Amazon is poised to win big in the aftermath of COVID-19, Facebook is positioned to benefit long term if usage and engagement persist after the crisis is over. The company’s central role in “The Great Hack” will be a dim memory, wiped clean by forgiveness during social distancing.

And when it’s all over, months from now, we’re likely to see record ad revenue driven by pent-up advertiser demand. That assumes, however, that the shelter-in-place audience continues with its renewed Facebook habit.

More about marketing in the time of the coronavirus

  • How local businesses should be communicating with customers during COVID-19
  • Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem
  • Will Facebook's massive usage increases (eventually) turn into revenue?
  • Tell us: How are you pivoting during the COVID-19 crisis?

This story first appeared on Search Engine Land.

About The Author

Greg Sterling Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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MarTech Minute: Agile CDP, AnyClip free and another event goes online

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MarTech Minute: Agile CDP, AnyClip free and another event goes online It’s nice to see martech companies giving away their products for a period to help out. Henry Powderly on March 27, 2020 at 3:32 pm More Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
FREE FOR NOW. AnyClip has joined the ranks of platform providers, making its tool available for free during the coronavirus crisis. The platform allows publishers (or any company that produces video content) to create destinations that mimic the kind of experiences you find on popular streaming services. The platform also uses AI to pull in other video that can be syndicated into their ..

MarTech Today

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MarTech Minute: Agile CDP, AnyClip free and another event goes online

It’s nice to see martech companies giving away their products for a period to help out.

Henry Powderly on March 27, 2020 at 3:32 pm

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Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.

FREE FOR NOW. AnyClip has joined the ranks of platform providers, making its tool available for free during the coronavirus crisis. The platform allows publishers (or any company that produces video content) to create destinations that mimic the kind of experiences you find on popular streaming services. The platform also uses AI to pull in other video that can be syndicated into their destinations. Why we care: Businesses are hurting – especially publishers. At the community service level, it’s nice to see martech companies giving away their products for a period to help out. Of course, it’s important to remember these deals won’t last forever, so if you fall in love with a platform – and you eventually will – how do you, say, put a ring on it? Source: AnyClip

ANOTHER EVENT GONE VIRTUAL. The global Brand Safety Summit Series has joined the rest of the event-producing world in moving its events virtual for 2020. “The present pandemic demands that we adapt how we meet — but it doesn’t diminish why we meet,” said Rob Rasko, CEO of The 614 Group and president of the Brand Safety Series.“ Why we care: We appreciate Rob (who writes for us) and support his work on the side of ad safety. Count us among the brands who overnight became digital events producers. It’s not an easy change. Source: Brand Safety Summit Series

AGILE CDP? That’s what OpenPrise is calling its latest platform for B2B marketers. Its Operprise Agile CDP claims that level of agility due to its being built on op of its orchestration platform. The CDP also claims to handle Salesforce and Marketo data in a way that other CDPs do not. Why we care: It’s hard to verify everything platforms claim in their news releases, but in a sector as hot as CDP, the orchestration elements they describe seem incredibly useful. Ask for a demo if you are shopping for one of these. Source: Openprise

About The Author

Henry Powderly Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.

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Tell us: How are you pivoting during the COVID-19 crisis?

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Tell us: How are you pivoting during the COVID-19 crisis? We want to hear from our community about the creative tactics you're using to wrestle the beast of uncertainty to find small wins (for clients or staff) in these unprecedented times. Wendy Almeida on March 27, 2020 at 11:04 am More The massive disruption of COVID-19 is forcing many of us to pivot and rethink everything we do. And right now, everyone in our community needs fresh ideas on how to manage every aspect of this overwhelming situation.
That’s where you come in. We’re looking for tips on how to work through the varied challenges so we can learn from each other and offer some hope for control (even if small) during this uncertain time.
Share your creative thinking on managing your work – it..

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Tell us: How are you pivoting during the COVID-19 crisis?

We want to hear from our community about the creative tactics you're using to wrestle the beast of uncertainty to find small wins (for clients or staff) in these unprecedented times.

Wendy Almeida on March 27, 2020 at 11:04 am

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The massive disruption of COVID-19 is forcing many of us to pivot and rethink everything we do. And right now, everyone in our community needs fresh ideas on how to manage every aspect of this overwhelming situation.

That’s where you come in. We’re looking for tips on how to work through the varied challenges so we can learn from each other and offer some hope for control (even if small) during this uncertain time.

Share your creative thinking on managing your work – it can be client-facing or something you’ve tried with your staff.

We’ll highlight the best on our site and include an excerpt in our newsletter.

Here is an outline to follow:

  • Concisely describe the challenge (big or small, we’re interested in it)
  • Explain the solution – and make it easy to follow
  • Share how the solution impacted your work (even if only in a small way)

If you would like to contribute your ideas, please fill out this form.

About The Author

Wendy Almeida Wendy Almeida is Third Door Media's Community Editor, working with contributors for Search Engine Land, Marketing Land and MarTech Today. She has held content management roles in a range of organizations from daily newspapers and magazines to global nonprofits.

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Did you know that users’ gazes follow a pinball pattern?

SEO Get the most important digital marketing news each day. See terms.

Did you know that users’ gazes follow a pinball pattern? Eye tracking studies uncovered a “pinball pattern” in users’ gazes. Lauren Donovan on March 27, 2020 at 11:00 am More Adopt a dog. How to care for a dog. Buy dog food. Unique searches that generate different layouts and types of displays. The inconsistencies in search results pages are forcing users to review the page before jumping in and making a decision.
This results in the uncovering of a “pinball pattern” in eye movement. This eye-catching trend (pun intended) is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More.
Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platf..

SEO

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Did you know that users’ gazes follow a pinball pattern?

Eye tracking studies uncovered a “pinball pattern” in users’ gazes.

Lauren Donovan on March 27, 2020 at 11:00 am

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Adopt a dog. How to care for a dog. Buy dog food. Unique searches that generate different layouts and types of displays. The inconsistencies in search results pages are forcing users to review the page before jumping in and making a decision.

This results in the uncovering of a “pinball pattern” in eye movement. This eye-catching trend (pun intended) is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More.

Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platform company profiles and the software they offer, including a discussion of the latest functionality that distinguishes the leaders from the stragglers.
Download the report today!

About The Author

Lauren Donovan Lauren Donovan has worked in online marketing since 2006, specializing in content generation, organic social media, community management, real-time journalism, and holistic social befriending. She currently serves as the Content Marketing Manager at Third Door Media, parent company to Search Engine Land, Marketing Land, MarTech Today, SMX, and The MarTech Conference.

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Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land Social Media Consumption Grows Amid Coronavirus Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList CX in B2B Marketing: Top-of-Mind Strategy in 2020 54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs Coronavirus: Emarketer lowers global ad..

Continue reading “Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes”

MarTech Minute: Acquia’s low-code rollout, Blueshift adds data dashboard

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MarTech Minute: Acquia’s low-code rollout, Blueshift adds data dashboard Tools like these, and there are many of them, all help marketers be more efficient. Henry Powderly on March 27, 2020 at 10:24 am More Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
LOW-CODE, NO PROBLEM. Acquia yesterday unveiled its Acquia Cohesion platform, which gives users low-code options for editing Drupal sites. The add-on will be available for select customers of its cloud platform. Why we care. We’ve heard Scott Brinker talk about the upcoming impact of no-code developers on the future of martech. In fact, there is a whole class of marketing technologist archetypes devoted to those “makers” in the..

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MarTech Minute: Acquia’s low-code rollout, Blueshift adds data dashboard

Tools like these, and there are many of them, all help marketers be more efficient.

Henry Powderly on March 27, 2020 at 10:24 am

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Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.

LOW-CODE, NO PROBLEM. Acquia yesterday unveiled its Acquia Cohesion platform, which gives users low-code options for editing Drupal sites. The add-on will be available for select customers of its cloud platform. Why we care. We’ve heard Scott Brinker talk about the upcoming impact of no-code developers on the future of martech. In fact, there is a whole class of marketing technologist archetypes devoted to those “makers” in the marketing organization who are going to take all of this technology at their disposal and create great experiences and applications. Acquia’s platform gives them more ammo to use. Source: Acquia

CRYSTAL BALL: Blueshift has unveiled a new element for its “Predictive Intelligence Studio” that creates expected channel engagement scores and displays them in a single dashboard so users can better understand how their customers are likely to engage on a given channel. Why we care. Tools like these, and there are many of them, all help marketers be more efficient by directing messages at the right time and using the right channel at the time. Of course, all of this depends on you having good data architecture to begin with. Source: Blueshift

About The Author

Henry Powderly Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.

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Small agencies brace for impact, but say remote work isn’t slowing them down

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Small agencies brace for impact, but say remote work isn’t slowing them down Many expect client budget and project changes will have a negative effect on their businesses. Ginny Marvin on March 26, 2020 at 4:00 pm More Small agency leaders are feeling skeptical about the near-term even as they express confidence in their teams’ ability to work remotely amid the coronavirus outbreak.
That’s according to a survey of 250 predominantly small agencies (fewer than 30 employees) around the world between Wednesday, Mar. 18 and Tuesday, Mar. 24. It was conducted by Ad World Masters, a platform that matches agencies and clients.
Internal impact on agencies More than 90% of those working at agencies in North America and Europe were working remotely. When asked how prepared they ..

CMO Zone

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Small agencies brace for impact, but say remote work isn’t slowing them down

Many expect client budget and project changes will have a negative effect on their businesses.

Ginny Marvin on March 26, 2020 at 4:00 pm

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Small agency leaders are feeling skeptical about the near-term even as they express confidence in their teams’ ability to work remotely amid the coronavirus outbreak.

That’s according to a survey of 250 predominantly small agencies (fewer than 30 employees) around the world between Wednesday, Mar. 18 and Tuesday, Mar. 24. It was conducted by Ad World Masters, a platform that matches agencies and clients.

Internal impact on agencies

More than 90% of those working at agencies in North America and Europe were working remotely. When asked how prepared they were to work remotely on a scale of one to 10 with one being “not prepared” and 10 being “totally ready,” the average answer was 8.5. More than 40% answered with a 10.

Remote Work Challenges for Agencies

Source: Ad World Masters (March 2020).

Just over a third (34.2%) said the communication and teamwork was one of the main challenges of remote working, with particular mention that in-progress communication is easier and more spontaneous in person.

Productivity followed closely with 33.8% saying it’s a concern with families home and teams not being accustomed to collaboration tools.

Technical concerns such as network access, VPN issues and large file sharing were noted by 23.4% of respondents.

Interestingly, maintaining team morale — and company culture — was cited as a concern by just 12.6% of respondents. Less than 10% said communication with clients is a main challenge of working remotely, as most client communication is not conducted in-person.

External business impact on agencies

The survey then asked agency leaders about the expected impact on the projects and budgets for their existing clients.

Expected impact on primary client services

Source: Ad World Masters (March 2020).

More than 30% expect major client changes will impact their businesses. Roughly 45% of budget and project changes are expected to have a negative impact on agency businesses. On average, 14% expect budget or project cancellations.

On the new business front, agencies expect new prospect inquiries to fall by 30% in the coming months.

Not all bad

It should be noted that more than 20% of respondents aren’t anticipating upheaval to their businesses during this time. And while the near-term looks bleak for many agency leaders, there were positive notes that surfaced in this survey. Many expect the market to bounce back within a year and others noted this is “an opportunity for real digital transformation.”

This story first appeared on Search Engine Land.

About The Author

Ginny Marvin Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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Pinterest rolls out new commerce features for retailers as search volume climbs

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Pinterest rolls out new commerce features for retailers as search volume climbs Upgrades include the new Verified Merchant Program, new conversion reporting opportunities, and updates to Catalogs and dynamic retargeting. Taylor Peterson on March 26, 2020 at 2:28 pm More Retailers on Pinterest will now have more ways to be discovered as the platform introduces new shopping features aimed at bringing products to where users are most likely to shop. Pinterest announced the new features Thursday, including the launch of the Verified Merchant Program, new conversion reporting capabilities, dynamic retargeting options, and updates to product Catalogs.
What’s new Verified Merchant Program. Pinterest will now allow retailers on the platform to be verified, making t..

Social Media Marketing

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Pinterest rolls out new commerce features for retailers as search volume climbs

Upgrades include the new Verified Merchant Program, new conversion reporting opportunities, and updates to Catalogs and dynamic retargeting.

Taylor Peterson on March 26, 2020 at 2:28 pm

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Retailers on Pinterest will now have more ways to be discovered as the platform introduces new shopping features aimed at bringing products to where users are most likely to shop. Pinterest announced the new features Thursday, including the launch of the Verified Merchant Program, new conversion reporting capabilities, dynamic retargeting options, and updates to product Catalogs.

What’s new

Verified Merchant Program. Pinterest will now allow retailers on the platform to be verified, making their products eligible for distribution across Pinterest shopping experiences, including ‘Shop the Look’ Pins and related product carousels. Verified Merchants will have a blue checkmark badge on their profiles, and will be eligible for “high-intent shopping experiences and metrics like conversion reporting,” Pinterest said. The program has been in beta testing since last month and is now rolling out broadly. Retailers interested in signing up for the program can do so at pinterest.com/verified.

Conversion insights. Retailers on Pinterest will have early access to organic and paid conversion insights to more accurately measure Pinterest’s impact on website visits, checkouts, and sales across multiple attribution windows.

Catalogs updates. Pinterest Catalogs, which allow brands to upload a product catalog for ads and Shoppable Pins, have been optimized to “lessen the time from feed ingestion to Product Pin creation,” Pinterest said. The Catalog update also includes new metrics, near real-time feed ingestion, user experience enhancements, and the ability to schedule feed uploads.

Dynamic retargeting. Pinterest has extended its dynamic ad retargeting to global markets for advertisers who want to reach users who have previously engaged with their brand online or have abandoned their shopping carts. It’s a feature that has been in testing in the U.S. for a few months now. Now, brands can globally retarget exact or similar products that users search and save on Pinterest. The company said it will be working to build out even more “optimization levers” to give retailers more control around dynamic targeting.

Why we care

Now more than ever, e-commerce shopping is becoming an increasing necessity as brick-and-mortar retailers shutter their doors for the foreseeable future due to COVID-19. Retailers should be thinking about long-term engagement during this time of heightened online activity. Features that make the experience more frictionless and personalized – like dynamic retargeting or verified merchant badges – add a layer of trust and ease for consumers.

To get take advantage of the new features, Pinterest recommends the following approaches for merchants:

  1. Become eligible for increased distribution and access to new measurement and analytics tools through the platform’s Verified Merchant Program.
  2. Upload all your products to Catalogs to generate Product Pins, which display price, availability and product descriptions while linking directly to your e-commerce page.
  3. Use Shopping Ads to promote your products to reach more Pinners and optimize performance once you’ve set up your product groups within Catalogs.
  4. Take advantage of dynamic retargeting to reach users who previously visited your site, but didn’t purchase, as they continue to browse home feed.

More on the news

  • Initial partners of Pinterest’s Verified Merchant Program included retailers like Quay Australia, Ruggable, Filson, Coychi, and Lotuff Leather.
  • Pinterest said that in recent weeks its seen an increase in searches (compared to the prior two weeks) for topics like “home organization” (+43%), “spa day at home” (+19%), “makeup tutorial for beginners” (+180%), and “kid-friendly recipes” (+64%).

This story first appeared on Search Engine Land. For more on search marketing and SEO, click here.

https://searchengineland.com/pinterest-rolls-out-new-commerce-features-for-retailers-as-search-volume-climbs-331626

About The Author

Taylor Peterson Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

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