USING MARKETING AUTOMATION FOR ECOMMERCE 10 BEST PRACTICES
Marketing automation has become a buzz word online and with anything related to SEO marketing, but do you know what it really means and how best to use it? In a nutshell, marketing automation helps streamline, automate and measure marketing tasks and workflows to increase operational efficiency. In an even smaller nutshell, marketing automation helps companies effectively market on multiple channels such as social media, websites, and emails and automate tasks that would otherwise be repetitive to a human being. With this in mind, here are ten best practices for using marketing automation for ecommerce.
- Study Your Data
Understanding your customer’s hesitations is a great starting point to knowing how your customers need to be served. For example, are customers leaving items in their cart? Consider a, “Fetch Back,” email sent to a prospect that has an abandoned shopping cart. Knowing why there are abandoned shopping carts in the first place and determining if the problem is technical or due to site design can really help you get to the root of the issue first.
- Understand the Buying Cycle
Customers do certain things in a certain timeframe, and 9 times out of 10, they don’t know that they’ve fallen into this buying habit. Understand this funnel process by looking at it backwards. What steps are customers having to take? Is there a catalyst along the way that’s pushing customers to buy? Focus on these “assists” and top performing interactions to find the holes—places where you may need marketing automation to intervene and connect with the customer. Perhaps an email or something more personal.
- Key is in Keyword for a Reason
Revenue generating keywords are your best friend. They help build your site, your reputation and your business. Find these keywords to see why customers are coming to your site. Use these keywords in your emails or social media to draw more attention while building your credibility.
- Be a Collector
Collect contact information as much as possible and weed out the good from the bad. This is one of the best ways to ensure that you can touch base with loyal customers and build new ones.
- Be a Tracker
See where a buyer’s curiosity takes them by tracking their clicks. This can also help with your messaging in your marketing automation; do they click on your blog? Your contact page? Tailor your content to pique your customer’s interest.
- Keep it Real…time Communication
Did you know that 90% of ecommerce leads go cold within just one hour? Again, maybe someone left something in a cart then got distracted. Remind them of their pending purchase with a three-step sequence, without harboring on being annoying. A customer service email should be sent within an hour, an email reminding them of say, their abandoned purchase, should be sent within 24 hours and if you have a coupon to add to your sale, send it within 72 hours as an incentive email.
- Always Offer Customer Service
Marketing automation often seems like a one-way road. Instead of talking at your customers, start a conversation by asking fun and shareable questions. Even more important is offering customer service and ways to reach you should they have questions or need help.
- Be Diverse
Don’t just stick to emails. Make use of social media and other outlets so you can cross-sell and up-sell in very strategic ways.
- Be Mobile
According to Litmus, 53 percent of emails are now being opened on a mobile device. Make sure that you incorporate responsive design into your eCommerce email marketing strategy.
- Have a Compelling Call-to-Action (CTA)
Don’t defeat the purpose of marketing automation. Sure it does the work for you but you need to give it legs with a strong CTA. Use your subject line, images, and copy to communicate a single, compelling CTA. More than one and you may frustrate your potential buyer.
What are your marketing automation tips and have you found works for you?
BEFORE BUYING A DOMAIN NAME, PERFORM DUE DILIGENCE OR RISK IT ALL
Before you purchase a domain name, even a premium domain name, you absolutely must perform the proper due diligence. Or, you could potentially risk it all, and find out the hard way: your site could get banned in Google for pure spam. This is what happened recently to Michael Krigsman and ZDNet when they moved CXO Talk on a new domain name, CXOTalk.com.
Mr. Krigsman, in his recent article titled “When Google errs: A cautionary tale of great power”, explains that he purchased a domain name, CXOTalk.com, in order to move their site on CXO-Talk.com. He explains that CXO-Talk.com has been up and running for at least two years, and everything has been fine. But, after they moved the site to a newly purchased domain name, everything went downhill.
“Without the hyphen, I hoped the new web address would make the site just a bit easier for users to find. Little did I know that this change would serve as a catalyst for Google to incorrectly take a “manual action” and classify the entire cxotalk.com domain as “pure spam.”
In the article, Mr. Krigsman explains that ” Bing Webmaster Tools accepted the change of address immediately and showed no problem with the site”. However, it sounds as if Google almost immediately banned the site and sent the following message to the site owner of CXOTalk.com via Google Webmaster Tools:
Google was correct in giving this domain name a manual action. However, Bing was NOT correct, in my opinion.
After spending some time reviewing this situation, and looking at the redirects that were set up, I personally looked into the history of the “new” domain name, CXOTalk.com. I used the patent-pending process that I am currently working on to analyze the CXOTalk.com domain name, and make a determination as to whether or not that domain name “passes the test” so to speak. I performed extensive due diligence on this domain name, and found that, in fact, there is absolutely NO WAY I would have recommended redirecting the current CXO-Talk.com domain name to CXOTalk.com until that domain name was “cleaned up”. Performing some basic “due diligence” on the domain name, the domain name you’ve purchased at a domain name auction, before using it in commerce is absolutely necessary nowadays. You need to look at the history of the domain name you’re buying.
In the case of CXOTalk.com, I started to look into the history of the domain. I looked at the whois record. I looked at the whois history (who previously owned the domain name). I looked at the history of the topic of the domain name (checked it at the Internet Archive). Then I looked at the links to that domain name. That’s where I ran into the obvious problems:
There are a lot of other links pointing to this domain name, but there are also a lot of backlinks to that domain name that reveal a very spammy and scummy past of that domain name. If you want more history of the backlinks pointing to that domain name, you can use Majestic.com or another link tool. I prefer to use Majestic, as links are updated very often, on a regular basis. For full disclosure, I am one of Majestic’s US Brand Ambassadors.
As someone who has been practicing organic SEO since the mid 1990s (around 1996), I have just about “seen it all” and I can say that I’ve “been there, done that” so to speak. In the case of the ZDNet domain name, the article written by Michael Krigsman is wrong. The title “When Google errs: A cautionary tale of great power” is wrong, because Google absolutely did NOT make a mistake this time. Google is correct for banning CXOTalk.com, and removing it from the Google index. The history of that domain name is, in fact, pure spam. The current content, however, is not spam, it is all above-board, great content.
Whenever you combine two websites, or whenever you redirect one domain to another domain name, keep in mind that all the data from both domains is combined. The links, the history, the PageRank, and other search engine ranking factors are combined when you redirect one domain name to another domain name. So, make sure you do your due diligence on the domain names that you are redirecting to your current website. Or, you could end up risking it all, and getting banned in Google, just like CXOTalk.com has been banned.
Our New Verified Domain Name Service
This post, and this article from ZDNet is very timely. I am putting on the finishing touches on our new patent-pending service, which does exactly what Michael Krigsman needed before purchasing his domain name. Globe Runner, very soon, is launching a new verified domain name service, which performs the necessary due diligence for you (so you don’t have to). We check over 30 different issues in order to make sure that the domain name that you’re going to use does not have any problems. Some of these checks include:
– review whois history
– review former topic of domain name
– review email blacklists
– review domain blocklists
– review domain reputation
– plus over 30 other manual reviews of various data points
During the Globe Runner verified domain names process, we collect the data, and review it. Then we make a determination on whether or not that domain name passes our rigorous process and qualifies as a verified domain.
The process that I have personally developed, based on over 15 years of SEO experience with websites and domain names, is proprietary. Globe Runner is so confident in our assessment of the domain name that we guarantee it. Purchasing a domain name assessment from Globe Runner includes a warranty of up to $50,000.
If you would like to be one of the first ones to get an invite for our new verified domain names service, feel free to get in touch with me (bill at globerunner.wpengine.com), and I will put you on the invite list.
.Com Versus New Gtld Domain Names: 8 Months Later
Back in September 2014, we released the results of a search engine marketing study that we did to find out which are better for online marketing: a .COM domain name or a New gTLD domain name. The results revealed a lot of interesting data, which really caused us to want to look into the use of keyword rich New gTLD domain names for landing pages, micro-sites, and for fully developed websites. Those results from our Google AdWords testing, which we disclosed in our last white paper, showed us that:
- A .COM outperformed a .Diamonds domain name in certain key areas. However, in other key areas, the .Diamonds domain name performed much better.
- It cost less per click for a .Diamonds domain than to run the same keywords on a .COM domain name, and the total campaign cost was lower.
- Google AdWords appeared to favor use of the .Diamonds domain name, giving it more impressions and even better positioning. The average position for the .Diamonds domain name was better then the .COM domain name.
- Based on the Effective CPM, it cost nearly twice as much to advertise a .COM domain name than it did a .DIAMONDS domain name.
We compiled all of the data, even the keywords, bid prices, CTR, number of clicks, and even the number of conversions we got into an extensive 27 page white paper, which you can download here on this page. But we weren’t done. Several months later, we wanted to know if anything had changed after about 7 months. So, during January 2015, we run the tests all over again.
What Changed After 8 Months?
We ran the previous Google AdWords campaigns again, using the same keywords, the same ad copy, the same domain names, and even the same landing pages. Again, the only difference between the campaigns was the domain name. We focused our testing efforts this time on refreshing the previous test, which was www.3CaratDiamonds.com versus www.3Carat.Diamonds. And boy did we get some interesting data this time. Here’s a quick outline of what we learned from our updated testing:
The first testing was done in May 2014. The 2nd testing was done in January 2015.
January 2015 Results:
Average CPC
3Carat.Diamonds: $.69 (vs. $.77 in May 2014)
3CaratDiamonds.com: $.82 (vs. $.81 in May 2014)
Conclusions:
31.76% Conversion Rate on .COM, 29.11% on .Diamonds
Previously: 52% Conversion Rate on .COM, 36% on .Diamonds
New gTLD converting just as well now as the .COM
Effective CPM: Still costs 2x as much to advertise a .COM
What we learned from running our testing again is that the price to run ads using Google AdWords on a .diamonds domain name went down. It got cheaper. But to run ads on the .COM domain name, the price virtually stayed the same (within one cent per click). But what’s even more significant is the fact that the conversion rate on the .COM domain name got worse–it went down. And now, the conversion rate of the .COM is very close to what the conversion rate on the .diamonds is–there’s only a 2 percent difference between the two. Back in May 2014 the .COM converted a lot better. But that’s not the case anymore. The New gTLD domain name is converting the same as a comparable .COM domain name.
We analyzed what has happened to the conversions between the first testing we did in May 2014 and the second round of testing we did in January 2015. The graphic below shows the changes:
As you can see, we are seeing a significant change to the .COM domain, as the downloads of the PDF file and the total conversions are way down for the .COM domain, and the .Diamonds domain’s downloads of the PDF file are actually UP since the last time we run these tests. The total conversions of the .Diamonds domain was down, but not as much as the .COM domain name. We’re definitely seeing changes here.
Conclusion: .COM Versus New gTLD Domain Names
So, which would you rather use for a Google AdWords campaign? A .COM domain name that costs more, or use a New gTLD domain name that costs less to use, and converts just as well as a .COM domain name?
Don’t just take our word for it. We’ve updated all of the test results, and, like in our previous white paper, we want to be totally transparent: we’ve published all of the results and included the data we gathered from the updated Google AdWords campaign in a new, updated white paper.
HOW TO CLAIM YOUR DUN & BRADSTREET LOCAL LISTING FOR FREE
Dun & Bradstreet is an authoritative source for local citations and local listings across the web, as many different sources on the pull their data from Dun & Bradstreet. The Dun & Bradstreet site pulls data from State departments (like the State of Texas Secretary of State filings and DBA (Doing Business As) records. I’ve even seen them pull data from domain name whois records, as well, and list businesses that don’t actually exist. That said, there are often inaccuracies and lots of headaches for business owners whose data (Name, Address, Phone Number) is incorrect. Luckily, you can now claim your Dun & Bradstreet Local Listings. Here is how claim your local Dun & Bradstreet local listing for free.
1. First, the fastest or easiest way to claim a business listing is to first find the listing itself. So, go to Google and search for this:
site:dandb.com “company name”
where “company name” is the name of the business you want to claim. In the screen shot below, I show the search I did at Google to find the Globe Runner listing:
2. Once you find the listing that you want to claim, click on it in the Google search results and visit the dandb.com website.
3. Once you’re on the listing page, then click on the “Claim This Business” link, as shown below:
As you can see, they’re listing our old address, so we need to claim the listing and get it changed. Once you’ve clicked on the “Claim This Business” link, you’re taken to the next step.
4. You are taken to a page that says that you need to pay for the listing ($599, $899, or $1199). Do NOT pay those fees. Instead, scroll all the way down the page, where it says “Choose the free plan and claim your profile on D&B Credibility Review now”, as shown below:
At this point, you’re going to be taken to a login page or you can easily create a new account. If you’re claiming multiple business listings (perhaps more than one location of your business?) you’ll want to log into your account. Otherwise, I recommend that you create a new account, especially if each business that you’re claiming is not associated with other businesses you’re claiming.
At this point, there is no official verification needed (they don’t send you a postcard and they don’t phone the business with a verification code) which is, quite unsettling. Hopefully they’ll actually fix that in the future. But for now, you can go ahead and claim the business listing without having to “verify” the listing.
After I verified a Dun & Bradstreet Local listing, when you edit or view your profile, they currently show that they power the following websites with data. I’m not sure about some of them, as some most likely are going to be networks that need to be manually set up, and therefore are only available if you choose the paid option. Here is the list of sites:
D&B Credibility Review
Google
Facebook
Yellowbook
Bing
Yellowpages
Merchant Circle
Tele Atlas (TomTom)
Twitter
AOL
D&B
MapQuest
Yahoo Local
Apple (Siri)
Groupon
Hotfrog
Comcast.net Search
ReachLocal
Admedia
Dealsplus
Shoptopia.com
Alteryx
Dogtime Media
KSL.com
Sirtune
AmericanTowns.com
GLOBE RUNNER TEAMS UP WITH BOUTIQUE MARKET RESEARCH AGENCY GREEN ZEBRAS TO OFFER WEBSITE ANALYTICS
Globe Runner today announced its partnership with boutique market research agency Green Zebras in Malaysia to provide website analytics, competitive intelligence and digital research.
This is Globe Runner’s first partnership with an international market research agency and its first business collaboration in Asia.
Kuala Lumpur-based Green Zebras was founded by ex-Synovate/Ipsos Malaysia managing director Steve Murphy and former TNS Malaysia and Research International managing director Yazid Jamian. Murphy and Jamian are veterans of the research scene in Malaysia, Singapore and Asia Pacific.
Green Zebras offers quantitative and qualitative research services including advertising testing, customer intelligence, community panels, product testing and brand tracking.
Globe Runner has a suite of tools and proprietary services to conduct SEO audits, competitive intelligence, tracking and analytics of brands’ sites, social media and digital platforms.
“We reverse engineer other people’s algorithms to make sense of how consumers interact with sites,” said Globe Runner CEO Eric McGehearty. “We are excited to work with Green Zebras and develop these tools in the context of market research.”
Globe Runner was started in Texas by McGehearty in 2008. In addition to its core offerings of SEO, online advertising and content marketing, the agency also provides branding strategy and social media services. It joins Green Zebras’ network of partners that includes Vision Critical, Commetric, BuzzBack, Discovery Research, Luma, TapestryWorks and Gordon & McCallum.
BRANDING: GLOBE RUNNER UPDATES BRAND MARK, CORPORATE IDENTITY
IN a nod to the times and surging demand for SEO services, Globe Runner unveiled its new logo, part of a branding and corporate identity refreshing exercise that started in May 2014. The new brand was produced by upcoming Texan design shop Steadfast Creative.
The rebranding was prompted by unprecedented demand for strategic SEO services, particularly in the booming DFW market. Globe Runner is poised to meet its 2014 revenue targets by the third quarter of the year. The bump in business, which began in March, has forced the agency to seek larger premises. It will be moving to a new office in Addison, Texas in September.
“It was time,” commented Globe Runner CEO Eric McGehearty about the branding exercise. “Our clients are upping their game, and so should we.” The new logo is a clean orange maze forming a G. “It’s a minimalist play on the globe that is part of our name; at the same time it references our agency’s mission of getting to the heart of clients’ online issues,” said McGehearty.
The agency is slowly rolling out the different elements of the new identity, starting with its website, social media platforms and business cards. All touch points will carry the new branding by the end of 2014.
Globe Runner was started in 2008 by Eric and Heather McGehearty out of Lewisville, Texas. It has over 60 local, national and international clients in North America, the UK, Brazil and Malaysia. Among Globe Runner’s DFW clients are Sylvie Collection, Terry Costa, Jefferson Dental, Coach Posting, Skylane Autohaus, Old World Stoneworks, AgeWait and NICMAXX Online.
Globe Runner employs 20 full- and part-time staff specializing in SEO, pay-per-click (PPC) advertising, content strategy and development, branding, and social media.
The agency’s core competency is SEO, for which it consistently ranks on page 1 of Google for searches relevant to Dallas. Among Globe Runner’s artillery is Senior SEO Strategist Bill Hartzer, a nationally recognized expert on search engine optimization who has practiced, written about and presented on SEO since 1996.
WORLD CUP 2014 MARKETING: FIFA PARTNER ADIDAS CRANKS UP SOCIAL MEDIA; NIKE WARMING UP FOR AMBUSH CAMPAIGN?
With only 30 days to go to kickoff, Adidas and Nike’s World Cup 2014 marketing strategies are ratcheting up.
Online buzz in the US for the week of May 3 to May 9, 2014 shows Adidas winning by a handy length as the SociaLitmus chart above shows. Nike’s share of voice World Cup-wise across all major social media platforms registered only 5% compared to Adidas which captured 95% of mentions.
This online state of affairs should satisfy soccer’s governing body FIFA which brooks no nonsense from brands flouting World Cup marketing rules. In March the organizer issued a warning to non-sponsor brands about free riding on official sponsors’ coattails. At the last World Cup in 2010, FIFA famously sued a Dutch brewer for allegedly trying to hijack attention by dressing two fans in orange, the brand’s colors. The case was settled out of court.
Adidas averaged 134 social media mentions a day in the past week, with a total of 938. Majority of these were on Twitter, where an EA-branded soccer ball and Panini sticker book were being raffled off to retweeters of the promotion. Mentions of Adidas made up roughly 10% share of voice overall for all the keywords being monitored, which generated over 10,000 mentions. Keywords being tracked on SociaLitmus include the US Men’s National Team (USMNT), US team captain Clint Dempsey and player Landon Donovan, and official FIFA partners and sponsors.
Nike may be relatively quiet, but it would be foolhardy to think that the sports brand would not try to pull off another Johannesburg. Nielsen research figures for the 2010 World Cup show that online buzz about Nike was twice as high as that of official sponsor Adidas. In fact Nike was the number one brand associated with the World Cup, followed by Adidas.
Repeating its playbook in 2010, Nike on May 9 released a slick World Cup-themed ad, Take It To The Next Level, which was directed by Guy Ritchie. Their 2010 ad, Write The Future, received over 14 million views during the event. It will be interesting to see what else Nike has up its sleeve for 2014.
THE KEY TO YOUR ONLINE PRESENCE
Customers are more tech-savvy than ever and the number of consumers who grew up interacting online is growing. Businesses have been flocking to the online world to spread their message and look for new buyers, but all too often the message is fake, forced, or just not relevant to modern customers.
Perhaps the most important orthodoxy underlying a brand’s online presence should be authenticity. Being online isn’t enough; you have to be real. It’s what people expect today, and they know the difference when it’s forced.
“I just met you, and this is crazy, but here’s my business card, so pay me maybe?”
The Internet IS the public sphere, especially in the area of social media. It’s where people gather, exchange comments and ideas, and network. But just because this is taking place online instead of face to face doesn’t mean common rules of personal etiquette don’t apply, even for a business
If you go to a dinner party or industry networking event, do you walk around introducing yourself to people, hand them your business card, and brow-beat them with information about your services and company? No. You try to have a real conversation with equal parts speaking and listening. You begin to build real relationships. And so should any authentic business looking to create a positive presence online.
Luckily, there are more tools for businesses to do this than ever. Don’t worry about being everywhere; no one belongs to every social club in town. Pick the ones that work best for your business and be real.
Authentic People Are Aware
Another key to online authenticity is awareness. Authentic people are aware of what’s going on around them. They follow up with friends and ask how their recent vacations are or how that big meeting went at work last week. Unaware people are sloppy. An unaware person forgets names. An authentic business has the same awareness about their community of online followers and the general world around them.
Unfortunately, there have been quite a few examples of brands online who haven’t made awareness, and therefore authenticity, a priority in their online presence. Take the National Rifle Association, for example. The morning after the tragic shootings in Aurora, CO, earlier this year, the NRA tweeted, “Good Morning, Happy Friday! Weekend plans?” While the NRA commented that the tweeter wasn’t aware of the shooting, the tweet stayed on their page for hours. A more aware online presence would have addressed the issue, or at least deleted the tweet, much more quickly.
Compare this with episode with Kitchen-Aid. During the first Presidential debate of 2012, the Kitchen-Aid twitter account posted: “‘Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’.” The tweet instantly went viral, and was almost immediately deleted and followed with a swift succession of tweets explaining that a staffer posted to the wrong account, apologizing for the comment, and reaching out to press outlets offering official comments. That is an aware brand.
Now, this brings up the situation of allowing others to tweet on your company’s behalf or scheduling posts ahead of time. There’s a lot of conjecture about both of these practices, but long story short, if the underlying principal of authenticity is maintained, neither are “wrong”.
Penguin And Panda Will Get You
Thanks to Google, we’ll never look at cute penguins or cuddly pandas the same way ever again. Penguin and panda are code-names for recent updates Google made to their algorithms that return search results, with Panda targeting online content and Penguin focusing on links. Google is always working to show the most relevant and legitimate search results, so it wants to weed out spam and bad content as much as possible. That means Google is looking to reward authentic content and punish bad or unauthentic content.
Websites with weak content, content that doesn’t relate to the purpose of the website, or was copy and pasted from another source, will face the wrath of penguin and panda. However, websites that have original, thoughtful, and engaging content are rewarded.
There’s more online content being generated by businesses than ever. It’s a lot to sift through. And while most businesses won’t ever have the great viral video that the whole world sees, having an authentic presence online will help ensure that when you’re brand is found online, potential customers will want to spend time with/on what you have to say.
WHAT IS DIGITAL RETAILING? PART ONE: ORGANIZATION
Somebody who works in the E-commerce industry recently told me they have trouble explaining Digital Retailing to others. Because it’s still a fairly new concept to consumption, I, too, used to have trouble explaining Digital Retailing to others. Of course, when somebody hears the phrase Digital Retailing, they think online sales, and that’s pretty accurate. However, I’d like to speak about Digital Retailing at a higher level, as though I had to explain strategies to the Shark Tank.
I started to think about what exactly it is that I’m doing to help businesses succeed with a digital presence. I know having a proper Digital Retailing strategy is a must. And I know that my effort, skills, and knowledge provide results such as increased ROI and leads, but for a while I couldn’t explain how these elements help in an easy phrase. Then, I came up with a sentence, somewhat of an elevator pitch, that I feel clearly explains how I view Digital Retailing:
Digital Retailing involves creating a properly organized, efficient, scalable, and engaging digital presence.
Over the next few weeks, I’m going to break down each element from the above phrase and explain why I feel they’re important to every company’s Digital Retailing presence. Please keep in mind that a majority of my experience and skills have been developed from Search Engine Marketing (SEM) and Online Merchandising.
Organization
Working with SEM has made it clear to me that a digital presence must absolutely be well organized. Because I work at an agency, I get the incredible opportunity to work closely with a variety of departments, allowing me to get hands-on experience with how research and tasks are completed across all departments. My favorite department to hover around is development.
A partnership between search marketers and web developers works in everyone’s favor. Developers have shown me how important the organization of a project architecture must be in order for the project to function properly, ideally, and to be prepared for future updates or progressions in technology. Working with developers also introduced me to a better and more organized workflow, utilizing Version Control Systems and regular expression to make my life easier as a technical SEO (and probably so I don’t have to bother a developer for a simple change to a .htaccess or robots.txt file). In my experience, digital marketers commonly make the decision on what the hierarchical structure of categories and navigation should be, along with addressing canonical decisions and proper content organization and strategies.
Of course, having a background in search and definitely a more business oriented individual, I can’t leave out all of the organization that must go into an effective digital marketing campaign. Whether you’re working with SEO, PPC, Display, Social, or other, you’re going to accumulate A LOT of data. I’ve found the best way to handle all of that data is to develop outstanding organization skills. Once you have a solid strategy for organizing and researching, stick to it! That’s the only way you’ll keep your sanity. If you’re working with a team, make sure everybody is using the same techniques for research and data gathering. This will ensure data is kept consistent when passed around between coworkers and clients.
Another commonly overlooked aspect of Digital Retailing organization is brand consistency across channels. This includes displaying accurate content through all areas of the online landscape, including: phone numbers, website address, contact emails, promotions, descriptions, etc. As retailing moves more towards an omni-channel approach, brand consistency and organization will only become more important when delivering an optimal user experience.
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