E-commerce and Advertising

Corey Gary is Viral Launches amazing Demand Generation Strategist and Advertising Manager. This guest post written by Corey highlights the importance of E-commerce and Advertising in how they go hand in hand.

The beginning.

I started my career in Digital Marketing as an Analyst at an agency located in New York City. I
joined an account with separate teams for programmatic, paid social, and E-comm. Since we
rarely communicated with each other, I felt siloed and inefficient.

A few years and a few clients later, I’ve worked across almost all facets of Digital Marketing.
I’ve run Display & Video as well as Search & Social ads. There have also been opportunities to
buy programmatic podcast ads and CTV (connected TV ads). I also purchased a programmatic Digital-Out-Of-Home campaign where the vendor claimed they could change ads at a bus stop based on the interests of the people walking by. We ran this campaign before iOS 14.5 and increased privacy regulations.

Working on a channel-agnostic team of digital marketers was not only rounded out my Working on a channel-Agnostic team of digital marketers not only rounded out my skill set but was best for the client’s expanding needs. Having multiple types of marketers on one team helped us own all stages of the digital marketing funnel.

Awareness campaigns matter for E-commerce and Advertising.


Awareness campaigns are excellent for large brands, but how about those small Amazon start-ups who don’t have millions of dollars to spend on billboards that connect to the Metaverse? That’s where e-commerce advertising is essential. Buying for conversions is where marketers can gauge the effectiveness of their campaigns. E-commerce advertising becomes essential once a consumer is familiar with a brand. As a consumer, if I allocate myself $150 for a new pair of running shoes, I can choose between big brands such as Nike or Adidas and Asics. Or, I can shop with up-and-comers like On and Hoka. These two shoe brands are agile and efficient in their digital marketing. Both On and HOKA have extensive running shoe digital marketing campaigns while the big brands are nonexistent on
the SERP (Search Engine Landing Page).

As a consumer during the evaluation process of the marketing funnel: I decided to allocate my $150 depending on a wide range of criteria such as cost after taxes & shipping, quality of the product, reviews, merchant (Amazon or EastBay), and color. For the digital marketer on the other end of the purchase, yes, people buy running shoes based on color, guilty as charged.

The seller can optimize their ads to account for all these criteria to meet the customer when
they’ve allocated time to research and budget. It takes time for the Digital Marketer to A/B test which ads perform best on a specific channel. Here’s one example.

On Amazon, an ad for the keyword [running shoe] could perform vastly different than an ad for the keyword [racing running shoe]. The first keyword is for buyers who want a running shoe but aren’t necessarily intense runners. However, [racing running shoe] clarifies that the buyer could be participating in this year’s New York City Marathon in addition to their local Turkey Trot. Viral Launch has expert-level keyword analysis software to help e-commerce marketers discover the best keywords to target for their online advertisement.

Conversions mean results.

So, why is it essential that all Digital Marketers learn E-commerce Advertising? Conversions
drive business results, and ultimately the purpose of marketing is to have a positive return on investment. Marketers can spend all day ideating grand awareness campaigns. Still, conversion marketing is where CMO’s can go to stakeholders exclaiming, “look at how my campaigns drove an increase in sales with a positive.”

Earth Day 2021: The Importance of Sustainability, Eco-Friendliness Growing Among Consumers

As Millennials and Gen Z become a larger share of consumers, businesses can make a lot of green by going green.

Globally, and in the United States, consumer demand for environmentally-conscious products is growing. Welcome to Earth Day 2021.

For decades, social responsibility has gained steam as an important factor among employees and consumers. The next evolution of social responsibility, environmental responsibility, is getting closer to reaching its tipping point as the Millennial and Gen X groups continue to make up a larger segmentation of consumers.

Generation Z consumers who prefer shopping for environmentally sustainable products in Canada and the United States in 2019.

In certain industries, going green has been more noticeable than others.

Patagonia’s ad requesting customers not buy its R2 Jacket.

The beauty industry has exploded in recent years, with brands prioritizing sustainability and without animal testing leading the way. Nike and Adidas have both moved towards emitting fewer carbon emissions and created clothing and footwear from recycled materials. Very fitting for Earth Day 2021.

Perhaps more than anyone, the outdoor sports brand Patagonia has led the charge among major brands shifting towards going green. Most famously, its 2011 Black Friday ad in the New York Times urged customers not to buy its signature jacket, highlighting how much waste was created to make and distribute it to retailers. Additionally, they’ve pledged 1% of all sales go to the preservation and restoration of the natural environment.

While it makes perfect sense that an outdoor brand such as Patagonia would take such a bold stance on the environment, making a committment to sustainability could go a long way for companies in any industry.

What is Sustainability?

Before digging any deeper, perhaps it’s best to answer the question of what “sustainability” actually means. The Environmental Protection Agency (EPA) answers this question with the following:

“Sustainability is based on a simple principle: Everything that we need for our survival and well-being depends, either directly or indirectly, on our natural environment. To pursue sustainability is to create and maintain the conditions under which humans and nature can exist in productive harmony to support present and future generations.”

The Statistics

In a 2020 study conducted by IBM and the National Retail Federation that monitors consumer trends, the significance of ecologically ethical products stood out as a significant takeaway.

In the study, experts note that the idea of environmentally responsible shoppers has shifted from a forecast to fruition.

“As consumers increasingly embrace social
causes, they seek products and brands that
align with their values. Nearly six in
10 consumers surveyed are willing to change
their shopping habits to reduce environmental
impact. Nearly eight in 10 respondents
indicate sustainability is important for them.
And for those who say it is very/extremely
important, over 70 percent would pay
a premium of 35 percent, on average,
for brands that are sustainable and
environmentally responsible.”

A 2020 IBM and NRF Study

Elsewhere in the same study, it’s noted that 81% of shoppers worldwide are considered to be either value-driven (41%) or purpose-driven (40%). While the value-driven shopper has cost and convenience in mind, the purpose-driven shopper prioritizes brand trust, the importance of sustainability and expresses a willingness to change habits to reduce environmental impact.

Ways To Make Your Business More Sustainable for Earth Day 2021

Kudos to sellers who have already taken steps to run a greener business. For many sellers, the idea of changing their business can be quite intimidating, but there are a few basic ways that you could implement environmentally sound practices into your business.

  • Source a sustainable product
    If you’re sourcing a product, whether it’s your first or most recent, consider prioritizing sustainability in your product research. Based on the customer data in the IBM and RTF study, sustainable products have an organic (pun-intended) advantage, as most customers prefer a more sustainable product and some would even spend more for sustainability.
  • Reconsider your packaging
    We’ve all ordered a product that has a ridiculous amount of unnecessary packaging. While the effort for safely delivering a product is appreciated, consider if you could scale down your packaging to create less waste. Additionally, sustainable packaging materials exist, and instructions for recycling any relevant materials would likely be appreciated by your customers.
  • Get certified
    Across industries, there are certifications business owners can earn by a commitment to environmental responsibility. Not only does this exemplify your ecological awareness, but it also can be wonderful for marketing materials.

    One of the most popular is a Certified B Corporation stamp of approval. Ben & Jerry’s, Allbirds, and Tillamook are just a few of the thousands of companies from around the world with B Corp certifications. Some customers even begin their product search on sites that aggregate sustainable brands. If this practice becomes more popular, there could be a tremendous advantage to being in these marketplaces sooner rather than later.

Let’s Make Our World A Better Place

While it’s easy to look elsewhere, even the smallest changes incrementally have a positive impact. No matter how small, each step in the right direction leads by example and gives us a reason to feel good about ourselves! Celebrate Earth Day 2021 in style.

We all share one home. Let’s all do our part to take care of it! Happy Earth Day 2021.

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