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THE STATE OF THE INTERNET> INTERNET UPDATE

Facebook Changing the Way You Think About Search

It would be fair to say that Facebook haven’t exactly been a leader in search in recent years, but that may be about to change with the launch in Beta of their ‘Facebook Graph Search’ product.

Facebook Graph Search is not like any other search that you’ve used in the past, its 100% personalised to you because of who your friends are and what they like, listen to, love and where they have been and what they have done.

Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “country music”) and provide the best possible results that match those keywords. With Graph Search you combine phrases (for example: “my friends in Seattle who like Country Music”) to get that set of people, places, photos or other content that’s been shared on Facebook. So Graph Search and Web Search have two very different uses.

Local search may be one of the use cases where Graph Search really takes off because it will take the risk out of choosing a local service with a search such as “restaurants my friends like in Sydney”.

The best way to bring yourself up to speed on it is check out this quick video courtesy of Mark Zucker-berg and the Facebook team.

The Internet in 2012… The Numbers

The team over at Pingdom have produced a summary of the amazing numbers of what happened where and how on the Internet in 2012. They have explored all the corners of the Internet to collect all kinds of fantastic data that describe the Internet in 2012. Here’s some of the more important ones.

Email• 2.2billion–Numberofemailusersworldwide.• 35.6%–Usageshareofthemostpopularemailclient, which was Mail for iOS.• 425 million – Number of active Gmail us-ers globally, making it the leading email provider worldwide.• 68.8% – Percentage of all email traffic thatwas spam.

Web pages, websites, and web hosting• 634million–Numberofwebsites• 51million–Numberofwebsitesaddedduringthe year.• 43%–Shareofthetop1millionwebsitesthatarehostedintheU.S.• 48%–Shareofthethetop100blogsthatrunWordPress.

In this section of Internet Marketing Magazine we cover the low down on what are the big plays that have happened online recently and how they affect you.

An Example of Facebook Graph Search

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• 75%–Shareofthetop10,000websitesthatare served by open source software.• 59.4 million – Number of WordPress sitesaround the world.

Web Server Market Share• 63%Apache• 20%IIS• 14%NGINX• 4%Google

Domain names• 246million–Numberofdomainnameregis-trations across all top-level domains.• 104.9million–Numberofcountrycodetop-level domain name registrations.• 100million–Numberof.comdomainnamesat the end of 2012.• 32.44%–MarketshareforGoDaddy.com,thebiggest domain name registrar in the world.• $2.45million–Thepricefor Investing.com,the most expensive domain name sold in 2012.

Internet users• 2.4billion–NumberofInternetusersworld-wide.o billion–NumberofInternetusersinAsia.• 519million–NumberofInternetusersinEu-rope.• 274 million – Number of Internet users inNorthAmerica.• 255million–NumberofInternetusersinLat-inAmerica/Caribbean.• 167million–NumberofInternetusersinAf-rica.• 90million–NumberofInternetusersintheMiddleEast.• 24.3 million – Number of Internet users inOceania/Australia.• 565million–NumberofInternetusersinChi-na, more than any other country in the world.

Social media• 1billion–NumberofmonthlyactiveusersonFacebook, passed in October.• 47%–PercentageofFacebookusersthatarefemale.• 40.5years–AverageageofaFacebookuser.• 2.7billion–NumberoflikesonFacebookev-ery day.• 135million–Numberofmonthlyactiveuserson Google+.

• 20.8%–UsageshareofHootSuiteasasocialmedia management tool among the world’s top 100 brands.

Web Browsers

Search• 1.2trillion–NumberofsearchesonGooglein2012.• 67% –Google’smarket-leading share of theU.S.searchmarket

Mobile• 1.3 billion –Number of smartphones in useworldwide by end of 2012.• 465million–NumberofAndroidsmartphonessoldin2012,a66%marketshare.• 31%–PercentageoftheU.S.Internetpopula-tion that used a tablet or e-reader.• 13%–MobileshareofglobalInternettraffic.• 500 megabytes – Amount of monthly datatrafficconsumedbytheaveragesmartphone.

Google Adwords Enhanced Campaigns

Google has released a new type ofAdwords cam-paign called Enhanced Campaigns. Google statetheir goal is to provide the best search results for users regardless of where they are and what device they are using.

Effectively it’s a new typeofAd campaignwhereyou can have your mobile as well as your tablet and

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desktop trafficwithinonecampaign.You thenusebid adjustments to manage bids across devices, lo-cations and time of day.

Here’s the example Google provides of how it would be used…“Discount Mattress Company wants to reach on-the-go customers within 5 miles of their shop during business hours. Now, starting with a single cam-paign that reaches people across all devices, Dis-count Mattress can easily increase bids by 20% for a prospective customer searching on a smartphone who’s 5 miles from the shop, or decrease bids by 30% during the hours that the shop is closed.”

EarlyreportsarethatGooglewillforceallAdwordsaccounts tobemigratedacross toEnhancedCam-paignsbymid2013,althoughthisisstilltobeseenif it comes into effect, as it doesn’t seem to make sense to force advertisers to use this new campaign type.

Whilst in theory this major change is designed with the end user in mind to create the best experience possible regardless of device and location. The real-ity is it may just be a push from Google to get more advertisers invested in the ever-fast growing mobile advertising market so as to push mobile bid prices up. There is probably a bit of truth to both argu-ments.

Remarketing Lead Generation

Internet Marketing Magazine’s sister company Inter-netMarketing Done ForYou is seeing a significant

rise in the number of businesses successfully adopt-ing Remarketing campaigns for lead generation.

Remarketing lets you show ads to users who’ve pre-viously visited your website as they browse the Web. Remarketing is a powerful way to stay engaged with your target audience by presenting them with highly relevant ads and offers across the Web. This helps to make sure your brand is top of mind when they’re ready to buy and can radically improve ROI.

The most common form of Remarketing use we are seeingiswiththeGoogleDisplaynetworkandthenotherDemandSidePlatformssuchasAdBuyerorSi-teScout.

The conversion rates across multiple industry ver-ticals are excellent, with some of our clients with traditional bricks and mortar businesses seeing remarketing as their second or third biggest lead-sourceforonlineleads.Theotherrealbenefitisthebranding exercise as its possible to show your ban-ner and text remarketing ads to your exact target market 100,000’s of thousands of times for literally less than a hundred dollars.

SinceFacebooklaunchedit’sFacebookExchangein2012 it is now possible to remarket to your web-site users once they’ve left your website and end upoverat Facebook. Sincealmost 30%ofU.S. adimpressions occur on Facebook, it is the logical next choice for the Remarketer, and we expect to see massiveadoptionofthistechniquein2013.

Google Adwords Enhanced Campaigns Explained

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From the Desk of the Editor

AbigthanksgoesouttoyoutheInternetMarket-ing Magazine community for your loyal support in 2012.In2013wehaveamassiveyearplannedwithan amazing line-up of Industry experts and amazing interviews and features.

RecentlywhilstIwasattheDigitalMarketer‘Traf-ficandConversionSummit’inSanFranciscoIheardfrom several of you that the ‘State of the Internet’ section is your favourite way of keeping up to date with what’s changing online, so we’ll keep rolling that out for you. We’ll be right on the leading edge of everything that happens and will give you the blow-by-blow reports of the big plays online.

The members area continues to grow in usage, al-though it’s still only a relatively small percentage of Internet Marketing Magazine readers who have claimed their free membership. If you haven’t got access to the members area please feel free to do at http://internetmarketingmag.net/become-member/ (it’s free). This month’s complete audio interviewwithEzraFirestonehasnowbeenadded.It has lots of learning’s in it that were not included in the magazine, so be sure to check it out.

A special thanks to those who have left reviewsin the apple platforms as it really helps us out. If you are getting good value from Internet Marketing Magazine and you can spare 1 minute of your time to click this link to give us a quick honest review that would be greatly appreciated (click ‘view in iTunes’ then scroll down and click ‘write a review’, thanks :).

We hope you implement with speed and precision and cut your losers short and run your winners long foramassive2013.

Regards,

GregCassarGreg CassarInternet Marketing Strategist& Editor – Internet Marketing Magazine

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> EXPERT INTERVIEW

An Interview by Internet Marketing Strategist Greg Cassar

Ezra Firestone is an eCommerce expert with a highly successful track record having sold many millions of dollars in products online. Ezra has managed over 22 eCommerce properties and is now a partner in the highly successful Boom! by Cindy Joseph.

Ezra you have quite an interest-ing origin story, very unique ac-tually. Can you please tell us a bit of your history and how you came to be doing business on the Internet?

Ezra: I grew up on a hippie com-mune in Berkeley, and on the north shore of Oahu. This was a group of people with an alterna-tive lifestyle experiment where these people were experimenting and talking about different things about relationships.

I found that all that mindset and strategy and relationship infor-mation has actually served me

really well with my business life. WhenIwas18yearsoldandIlefthome and I moved to New Yorkcity, and I began playing poker for a living at these underground clubs.In2004metaguywhowasmaking his money as a life coach, he was selling information on the Internet teaching people how to becomealifecoach–thisisbe-fore the life coaching and well-ness coaching and health coach-ing space really blew up.

He was using search engine opti-misation, which was really easy at the time to generate leads for his business. His lifestyle looked really interesting to me because I was staying up all night at poker clubs and sleeping all day and spending all of my time with men, and it was a degenerative lifestyle livingunderfluorescentlights in poker clubs with these Mafiaguys.clubswiththeseMafiaguys.

So we struck a deal and I said, “Hey man, teach me search en-gine optimisation and I will teach you how to play poker.” So we kind of just went from there. I ended up taking over the mar-keting of his company and once I got into it I just dove head on and put my 10,000 hours in and

really learnedabouttraffic,andlearned about conversion, and learned about business and land-ing page psychology and all this different stuff.

OnceIfiguredouthowtodoitIstarted doing consulting. Then I realised that it’d be better to use the skill set that I developed to market and retail my own prod-ucts, my own things, and build my own businesses, rather than do consulting. Now I’m kind ofback to doing both, but that is how I got into it.

Ezra you are particularly strong in the eCommerce space. There are many common mistakes that business owners make in eCommerce – What are some guidelines that you stick to when choosing or establishing an eCommerce business in a new market?

EZRA FIRESTONEECOMMERCE MILLIONS

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Ezra:Yes,eCommerceandtheretailingofphysi-calproductsarewhatIspecialisein–IlikeeCom-merce because it is scalable and the businesses are liquidatable; it’s a real legitimate business model where you’re shipping someone a physical product that they’reactually looking for.Youdon’thaveto persuade them or convince them to buy your stuff – theycame lookingfor it. I found it tobethebestbusinessmodel,onceyoufigureouthowto generate leads and how to get them to take you up on the offers.

Here are some of the main market criteria we look at when we’re considering getting into a market.

1. One of the things that you want to look at is the average order value of your products. You want your average order value to be between $75 and $200. The product itself doesn’t have tocost$75,becauseperhapsit’saproductlinewhere people buy multiple accessories and the mainproductisonly$30,butbythetimethey’veaddedonalltheaccessoriesitisa$75order.

Thereasonyouwantittobe$75isbecausegen-erally in the drop-ship market you’re getting a 20percentto30percentmargin,soyouneverwant tomake less than$25 inyourpocketonany one given sale, because you just can’t re-allyaffordtobuytrafficandrunyourcompanyifyou’renotmakingmorethan$20asale.ThereasonwhyIliketokeepitunder$200or$300,is because when you start getting into larger prices orders, what happens is that the custom-er service is a bit of a nightmare; people really want to be educated and they want to talk to you a lot more and it’s not like people are just going to pull out their card and buy that sort of expensive product, they require a lot more work.

2. Your gross margin should be 20 percent or more. This one is not a huge one because if you’remakingmorethan$30onanorderthanyou’re kind of good to go if it’s a smaller mar-ket. But I like to be making sure that I’m getting more than 20 percent margins on my products, and that’s just to ensure that I’m getting enough profitperordertobeabletoaffordtobuytraf-ficandrunmybusiness.

3. You also want to make sure you’re in a market that lends itself to return customers and multiple item orders. So, for example, if you’re selling TV stands, well they’re probably only ever going to buy one TV stand, so you’re not really going to get that customer back next year.It’snotaseasonalthing.You’renotgoingto be able to retail unless you are diversifiedand you’re also selling channel changers, and all these other things. That’s why you want a marketthathasaccessories.Amarketwithac-cessories is really good because you’ll get mul-tiple items per orders. So, you want to look at, are you able to sell to this customer more than once, and are you able to sell them multiple items at one time.

4. Anotherquestionthatyoushouldaskyour-self is, can you add value to the market?Youshould be willing to, because the answer for ev-eryone is, yes.Youcouldabsolutelyaddvalueto whatever marketplace you’re in by bundling products together, by putting together videos that educate people on the product you’re buy-ing. For example, I’m recording this interview on a Rode Podcaster Microphone.

I was looking around at different sites, and the site that I ended up buying it from, not only did I buy the microphone, but I bought this bundle that came with the stand and a whole bunch of stuff. The reason I purchased it from them was because they had this video that educated me all about the microphone and why I needed these accessories

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“

You want to make sure

you’re in a market that

lends itself to return cus-tomers and

multiple item orders.

“

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and how to put it together. They had added value that none of the other sites had done, and I thought, ‘You know what I want to buy from these people because I know they know what they’re talking about, and they’re doing more than just presenting me products.’

Greg: Yes,that’sverypowerfulisn’tit.Theymadeitaricherbuyingexperience.Andtheuseofvideois very powerful as well in that regard. It is a more powerful medium than just images, which most peopleuse.Wefindwhenwe’reworkingwitheCom-merce stores often people think it’s too much ef-fort to go to producing videos about main products andservices.Wefindifyou80/20itandyousortyour products by sales and then start producing that sort of richer content for the big hitters, the things you’re selling most of, and then working your way down. That way you’re really spending your time in anefficientmannerwiththatcontentcreation.

Ezra:Exactly.Andyouwillseeaniceboostonyourstore if you start creating videos of your products. If you don’t know what to create, if you’re con-fused about how to create product videos, just do an open the box video, where you basically take the product, turn your camera and you say, ‘hey, this is the product and this is what it looks like when you get it’, and you just show them the products –that’senough.Youdon’thavetobeanexpertonyour products, you can just show them what it looks like–andjustthevideoofyouopeningthatboxandhaving them see what it looks like when they buy it, will just skyrocket conversions on that page.

One of the hardest things about eCommerce is making the maths work. You just shared about the pricing of the products. What about on the suppliers side? You’ve obviously negotiated with a lot of suppliers over time. What do you think are some of the keys to really buying well and then, but making it a win-win so that you main-tain a good relationship with the supplier?

Ezra: The thing about suppliers is that suppliers are just people, and if you take the extra time to actually communicate with them, to know every-one in theirofficebyname,knowtheir customerservicepeople,sendthemcardsontheholidays–if you really take care of your suppliers and treat

them with care and show them that you appreci-atetheirbusiness,itwillpaybigdividends.Youwillend up getting better deals on products, you will end up knowing when new products come in before everyoneelse.You’lljustgetthisspecialtreatmentbecause you took the time to treat your suppliers special.

Platform, platform, platform - This is the main question we get asked in the eCommerce space, and I’m sure you must too. Do you have any pref-erences for which eCommerce platforms to use for the beginner basic type store, and then mov-ing in to something that’s got to be able to scale as an enterprise type store environment?

Ezra: Right now in the eCommerce space we’ve got a lot of players out there. We’ve got ShopSite, Ma-gento, X-Cart, osCommerce, Bigcommerce, Shop-perBuy,NCart,3DCart,UltraCart,YahooStore–thelist just goes on and it’s no wonder people are con-fused about what shopping cart to use.

If you’re just getting the store started, you don’t know how much volume you’re going to do, it could beasixfigurestore,itcouldbeabust,itcouldbea seven figure store, you’re just kind of not sureabout it, you’re just getting started in the market, I’d recommend that you go with BigCommerce–andhere’s why. It’s simple. It’s easy. It’s plug and play with outside apps and add-ons.

Almosteveryoneoftheselivechatintegrationsandcart abandonment integrations, and all these dif-ferent sort of plugins and apps, plug in really easy to Bigcommerce. The other thing is that they have the best customer service out there.

bigcommerce.com

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Now,ifyou’reanenterpriseIthinkyou’ve got to go with Magento, because they’ve just got virtu-ally infinite flexibility, they’vegot powerful reporting features, they handle complex discounting and vouchers and they can be in-tegrated into other systems like stockcontrol – andbeyond thatthey’ve got an interface for cus-tomisation and they’ve got XMLintegration, and just you know, they’re elaborate and they’re a bit confusing and all that stuff, but they also have this plug in ar-chitecture that works the same way Wordpress does.

Greg: Yes, it is very powerful.One thing we love about it is Magento Connect where you can findtheplug-insyouwanttodoaone-step check out, or basically anything you can think of you can get a plugin for.

One other thing we found out aboutwithMagento – it iscom-plex so you really need to have access to a development team.

One thing you alluded to be-fore, eCommerce is changing and evolving and it’s no longer just about selling products on-line. You spoke about enhanc-ing the user experience. So, content and community are becoming more and more im-portant from both an SEO point of view as well as engagement. What are your thoughts on best practice content strategy and also engaging community for an eCommerce store?

Ezra: I think the days of the faceless eCommerce store are over, and that community is be-coming everything and it’s all

about creating a community and a brand around your products. This is also how you free yourself from channels, like Google and Amazonandallthatstuff.Ifyouhave your own customer base, if you have your own commu-nity who is interacting with your brand, take Boom for example, somethinglike50percentofourtrafficisdirecttrafficofpeopletyping our brand directly into the browser and directly into Google, because we’ve created this com-munity.

The way that you create a com-munity is you create relevant and engaging content each week that’s relevant to the conversa-tions and problems that your communityishaving.Youcandothat in multiple ways. So, you could create informational con-tent that’s about your products. It talks about how to use them and how to put them together. Youcanalsocreatecontentlikewe do on Boom that’s geared to-wards the conversations that our

target demographic is having - we’redealingwithagroupof76million women in America whoare collectively having the ex-perience of their hair going grey, their skin wrinkling and their bodies aging on the outside fast-er than they are on the inside, and society treating them differ-ently because of it – andwe’rehaving conversations with them about that.

Youcreatethisweeklyvideoandyou put it out on all favourite channels - put it out on Face-book; have it transcribed and put it on your Blog; pin it to Pinterest etc for your community to see. Youendupbuildingupthiscom-munity of people who are follow-ing you and who are listening to you and who are interested in the same things you’re interested in. It’s a really effective strategy for generating a group of people in-terested in your market place.

Changing tact slightly. What about on the PPC front with Google’s changed a lot of the rules recently. Have you had much experience playing with the Google merchant centre and product listing ads and that sort of stuff – good, or other-wise?

Ezra: I love product listing ads. You get about 30 percent dis-count running product listing ads right now.

Here’s how you do it. Obviously you need to take your products and upload your feed to Google Merchants Center. Then you sync that up with your adwords ac-count and now you’re able to run what are called, ‘Product Listing

Boom Post Purchase

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Ads’.Andthecoolthingis,foranygivenquery–let’ssayyourqueryisElviscostume,youcanhavebothaGoogle adwords text ad on the top of the page, and you can also have a Google adwords product listing ad. So you can have two ads for your store for the same search query.

You can also have an image list-ing ad, or a product listing ad for Google pay per click. You’ll havea video result the YouTube videoranking.You’llhaveanorganicre-sult ranking, and you’ll have your product inachannel likeAmazon.It’s a very clever way of dominating page one of Google.

Greg: You’re doing it very, veryclever. You’re taking up as muchreal estate through all those differ-ent medias on page one of Google, as possible.

Ezra: Yes,anditgoesbacktouni-versal search. It goes back to what Google’s trying to do, which is or-ganise the world’s information, and the way that they understand that different groups of people prefer to consume media in differ-ent formats, some people like vid-eos, some people like audios, some people like text, some people like images, and so they want to have each one of those media formats that’s relevant for each different query.

We came across your smartjingle.com site. A lot of business owners with small or medium sized busi-nesses don’t really think about jingles, but a lot of big corporates do. Who needs a jingle and really what is the benefit of a jingle for a business or a product or service?

Ezra: Any company that wants tobe around for a while, any com-

pany that’s intending to exist for longer than a year or two should think about creating a brand. Most small and medium size businesses couldn’t afford jingles before. It was just something that was re-served for big businesses.

You’ll find that every one of thefortune500andprettymuchmostbig businesses use jingles in their marketing in advertising in one way oranother.Andthat’sbecausetheywork. The human brain is wired to hear a sound and identify it as friendly or hostile in a hundredth ofasecond.Usingjinglesyoucantapintothatpartofthebrain–sosomeone hears your jingle at the beginning of a video or when they hit your blog, or on the radio, or on your site, or whatever and they immediately associate your brand orproductwithapositivefeeling–often times before they know much about you. Good jingles are very powerful sales tools.

Andwe’vebeenabletobreaktheprice barrier. I’ve been able to cre-ate this company where we pro-duce these jingles at a fraction of the cost, and they’re just so effec-tive.

For people that want to find out more about you; we’ve got read-ers and listeners really all over the globe now, how can they best find you online?

Ezra: Theycanfindmeonmynewmarketing blog, which is SmartMar-keter.com and I’ll be releasing vid-eos starting mid February. This is where I share what I’m up to in my businesses, I share what my commu-nity of entrepreneurs and business owners and mastermind friends are up to in their businesses; case stud-ies, and things I’m working on.

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AVOIDING MARKETING EXTINCTION:3 KEYS TO SURVIVING & THRIVING

> MARKETING STRATEGY

By Todd McCormick

Today, marketers must adapt or risk going the way of the dodo. Biological changes are making old marketing strategies extinct. In this new market-ing world, we can either change or become out-dated and outmanned — or even worse, irrelevant.

Darwin first coined the term “natural selec-tion” when talking about a key mechanism of evolution. What are the environmental con-ditions that are changing the buying process and leading marketers to the point of surviv-al of the fittest? The big three to consider are:

• Social networking: The world is now a global village, and through social network-ing, consumers create their own unique en-vironment where they have access to un-limited information, choices and opinions.

• Mobile computing: With the proliferation of

smartphones, this global village is now acces-sible any time, from anywhere, and on any de-vice.Asaresult,informationisalwaysavailable.

• The advent of the self-service custom-er: Today’s customer doesn’t wait to be of-fered this information. He or she takes it.

So, with all this knowledge and power at customers’ fingertips,whatdotheywantfrombusinessestoday?

They want to be educated. They want to work with companies that understand what they val-ue and how they behave. And they want quick,timely information and support. Fortunately, the same environmental shifts that are complicating marketing efforts have also provided us with a wealth of opportunities to engage with customers.

Researchshowsthat57percentofcustomershavemade a decision before a salesperson is involved. Marketers need to get involved earlier, but know-ing how – and with what information – to reachthese newly empowered customers is where savvy marketers can create a competitive advantage.

The secret is creating new content that’s relevant to an individual on that individual’s device of choice –attheright time. This is behavioral marketing, and it’s the key differentiator between survival and extinction. Here are three key steps for sur-viving and thriving in this new marketing world:

1) Build a persistent database: Marketers can now use existing analytics and tracking software to col-lect a multitude of customer information. This is the time to move away from static lists and toward a centralized persistent database that’s constantly pulling in new information about your contacts, such as whether they clicked on your email, visited your new product page, requested a demo and much more.

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AVOIDING MARKETING EXTINCTION:3 KEYS TO SURVIVING & THRIVING

2) Embrace automation: Today,only5percentofcompanies have marketing automation software in-house. That means you have an opportunity to get a huge edge on the competition by combining a persistent database with the power of marketing automation. With the right technology in place, you can build rules that enable you to serve up dynamic content and automatically route contacts down dif-ferent messaging paths depending on their actions.

3) Deliver relevant content: If you want to engage customers and prospects in today’s ultra-competi-tive landscape, it’s essential to provide the content your contacts want, when and how they prefer it. Equippedwithabehavioraldatabaseandmarket-ing automation, you can deliver content based on each individual’s buying habits, product pref-erences,mobileenvironmentof choice,financialparameters and purchasing timeline. In short, be-havioral marketing drives relevant content, which boosts engagement, encourages social sharing and increases revenue.

Asthebuyer’sjourneycontinuestobecomemoredigital and self-service based, marketing skills need

to change. With the right technology and strategy, you’ll become a welcome part of the buyer jour-ney, providing an intimate customer experience and delivering the right content at the right time in the purchasing cycle.

By building a persistent database, embracing mar-keting automation and delivering relevant content, you can harness the power of behavioral marketing and overcome today’s evolving marketing and sales challenges.

Adaptordie.Areyouasurvivor?

Todd McCormickbrings 15 years of experience in executive sales management and team development to his role of senior vice president of sales at Silverpop. His expertise in building strategic partnerships and penetrating emerging markets and product lines, coupled with his understanding of the critical linkage between sales and marketing, makes him ideally situated to lead Silverpop’s sales team to continued new and existing U.S. sales growth.

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> E-COMMERCE

FIVE SIGNS OF AN ADVANCEDE-COMMERCE SITE

There are basic features that make up the skeleton of every self-respecting e-commerce website out there: product sorting, add to cart, guest check-out, and order tracking.

Then there are those features that are more recent developments used only by the e-commerce elite—sites that are pushing the boundaries of the online shopping experience.

Here are five telltale features that separate the “men” from the “boys.”

1. Advanced Suggested Search ResultsWhenuserstypeinasearchfield,it’snicetogivethem some suggested autocompleted searches, but it’s even better to show them some potential searchresultsrightthenandthere.Advancedsug-gested search results instantly provide users with images, category names, product details, and pricing without them having to click through to a search results page.

Altrec does this nicely, combining autocomplete and suggested results. With autocomplete, users still know that there are options other than the suggested results being shown next to, in this case, climbing shoes.At the same time, users becomeaware that if they do take the time to spell out what it is they are looking for, they will be instantly rewarded with a result.

2. Inline Field ValidationFrustration during checkout is likely to lead to lost transactions.Andtherearefewthingsmorefrus-trating for users than hitting the “Submit” button onaformtofindoutthatafieldwasleftinvalid.With inline form validation, a checkout process comes one big step closer to eliminating frustra-tionoverinvalidfielddata.

Alongwiththeaccompanyingmicrodatathatassistsusersthroughacheckoutprocess,fieldvalidationhelps reduce error rates and checkout abandons. Anaddedbenefitisthechancetobuildarapportwith the user through the messaging in either valid orinvalidfields.AsmentionedinSmashingMaga-zine’s“TheStateOfE-CommerceCheckoutDesign2012,” address validation is not an ideal solution here. Sites that won’t allow users to process an or-der if the address validator mechanism or database insists that the address is invalid lose customers. Validatefieldsthatcantrulybevalidated,suchasemail addresses, credit card numbers, zip codes, etc.

Targetvalidatesfieldsinstantly.

3. Animated Shopping CartsFor some e-commerce websites, keeping visitors engaged in shopping, rather than sending them straight to checkout when they add an item to thecart, can lead to increased revenue per-transac-tion.

By Gil Remy

17internet marketing magazinefebruary 2013

That’s where the animated cart comes into play. It’saneffectivewaytogiveuserstheconfirma-tion that their product has been placed in their cart and that they can easily checkout if they so choose, without requiring them to take any action to keep on shopping.

AmericanEagle opens a frame at the bottom of the screen when a product is added to the cart, with details on the transaction and a checkout button.

Crate & Barrel does a nice variation on that idea. The website shows the total in the cart along with other suggested items in a pop-up window.

4. On-the-Fly Inventory TrackingAnother source of frustration for users can befindingoutthatthesizetheyarelookingforisoutofstock.Anicewaytokeepthemawareofyourdiminishing supply is to provide that information ontheproductpage.Alongwithinformingusers

when products are going out of stock, if possible, inform them of when the product will be back in stock as well. This increases the chances that they’ll pre-order or sign-up to receive updates about it.

Here’s how Threadless handles their inventory data, down to the size, before a user even makes a selection.

5. Video Product DemosThere’s nothing like a live person demoing a prod-uct for an online shopper. When well executed, product tours can push an already good e-com-merce experience to the next level by giving us-ersanenhancedsenseofconfidenceabouttheirpurchase decision.

ZapposusesvideotosellthispairofDocMartens(as well as many other products).

18 internet marketing magazinefebruary 2013

ConclusionThese are just a few of the more recent features that users will increasingly expect to be part of their online shopping experience. They all use well-established technologies and none are particularly difficult to implement. Therefore, there’s reallyno excuse for not making them available on any e-commerce site striving for success. These features have shown to improve conversions and overall user experience and also help convey the feeling that the people behind the website care about their us-ers and have put forth the effort required to de-serve their business.

Gil Remyis an information architect and mobile GUI crusader at NYC digital agency, Blue Fountain Media. He is always eager to apply the right mix of no-nonsense approach, out-of-the-box thinking and diplomatic skills to every situation in order to get things done.

* This article originally appeared on UxMag.com

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BEST PRACTICESFOR MOBILE E-COMMERCE

19internet marketing magazinefebruary 2013

BEST PRACTICESFOR MOBILE E-COMMERCE

> MOBILE E-COMMERCE

Thewebdesignfieldhasgonethroughimmensead-vancements and in some cases overhauls over the last decade. These advancements have undoubt-edly introduced new technologies and innovations in order to make online consumer experience more pleasurable. However, they have also brought about new challenges as well, especially when it comes to mobile sites.

Eversincee-commercewebsiteswentmobile,theplaying field changed beyond recognition. Newrulesweremade.Olderoneswererewritten.Andin some cases, traditional design approaches were abandoned altogether in favor of new versatile web design practices. These practices had one thing in common, to make mobile sites more responsive.

Today we’ll look at best practices for mobile e-commerce sites that new start-ups and even SMBs involved in e-commerce should pay attention to. Thesefield-testedstrategiesessentialforanyde-signerworkinginthisfield. 1. Make the search box easy to findBeing a smartphone usermyself, one of the firstthings I observed while browsing online was my constant dependency on the search box. This is something that designers should keep in mind when

designing mobile e-commerce websites. There is abig differencebetween surfing on a PC and ona smartphone or tablet. Since there is very little room for navigation, the search box essentially be-comes the epicenter of internet browsing. It needs to be placed in a clearly visible place (generally top center) and it should be highlighted and giv-en prominence. In fact, in an effort to make the user experience more pleasurable, the search box should be on every page so viewers don’t have to head back to the main page to start a new search.

Amazon.com is a good example to illustrate this point. One of the most well known commercial en-tities inexistencetoday,Amazon.com isalsooneof the world’s most visited websites. If you look at thewebsite’smobileversion,youwillfindthatitis virtually impossible to browse products unless it gets featured on the main page as the hot seller. To compensateforthat,Amazonhasplacedasearchbox at the very top of every page to assist custom-ers in navigation.

2. Add social media to your siteWe all know that this is the era of social media; hundreds of millions of people are sharing content, ideas and experiences with the world every day.

By Jennifer Mathews

20 internet marketing magazinefebruary 2013

With that being said, social media should be an integral component of any mobile e-commerce site regardless of industry. Survey after survey has shown that if people have a pleasurable online ex-perience, they will share it through their mobile devices. This includes product reviews, recommen-dations or comments in general about a service or overall experience. This is highly valuable feed-back that companies should seek out and display on their site wherever possible. It also factors into SearchEngineOptimization(SEO)assearchenginesconsider user experience and product ratings when displaying results in the search listings.

Facebook and Twitter are a given. Google Plus has recently come into the spotlight courtesy of Google’s influence and then let’s not forget Pin-terest, currently the fastest growing social media platform in the world. These are all platforms to establish and solidify company web presence.

3. Establish a flexible foundationWe’renotjusttalkingaboutflexiblescreenresolu-tions, although it’s true that there are simply way too many devices nowadays that can access the internet. Just a decade ago it was primarily PCs, Macsandlaptops.NowyouhavetoaddsmartTVs,smartphones, tablets, and net-books into the mix; all capable to displaying multiple resolutions with rotatinghorizontal/verticaltext.Designerssimplycannot factor in all the devices and go about creat-ing multiple versions of the same website.

Use fluid grids and flexible layoutsInstead of focusing on the device, the smart way forward is to focus on the web browser and make

useofitscapabilities.Creatingafluidgridandflex-ible layout is an amazing way to creating a respon-sive website design. In a nutshell, it is the ability of the website to change its appearance based on the screen resolution of the device that is access-ing it. Fluid grids can resize and reposition content as the screen width changes. There are many tools that can assists designers in creating a these grids. Golden Grid System and Simple Grid are a few ex-amples. Tiny Fluid Grid is another good one.

Thesameappliestoimages.Asthecolumnsresize,images should resize along with them to accommo-date the relevant content and improve readability. Images can be dynamically cropped to only show the most important elements or be resized com-pletely for the most desirable results.

This is a revolutionary approach that is being ea-gerly adopted by millions of e-commerce business-es worldwide. However this is not an easy task to pull off. Complex websites that use a three to four column approach in their design architecture will require more work to fully transition the website.

Mobile driven customer serviceThere is no denying the importance of quality cus-tomer service whether it’s in person or over the phone. Over the years, online customer service has also been gaining steady prominence and many companies smartly implemented this strategy into their business infrastructure. Zappos was one of thefirstcompaniestotrulyexploitthebenefitsofthis approach, delivering top-notch customer ser-vice via Twitter. Many companies followed suit.

21internet marketing magazinefebruary 2013

Today more and more customers want to connect via the internet and engage in real time conversa-tions. This has resulted in the demand for mobile driven customer service because of its instanta-neous interaction and amazing results. For an e-commerce website to be successful it needs both strong products and strong interaction and if lev-eraged correctly, mobile driven customer service can be the brand differentiator between a failed product and a house hold commodity. Just look at where Zappos is today because of it!

Always be ready for changeIt is the way of the tech world. What’s in demand todaycanbecompletelyobsoletetomorrow.De-signers and e-commerce companies need to be in an ever-ready state of alert regarding shifting market trends especially those pertaining to mo-bile devices. On average, a consumer changes his or her mobile every two years. This means that mobile platforms in different geographical loca-tions will be rapidly be changing every couple of years. Retailers need to be aware of this and closely monitor the situation to seek out not just new opportunities but also threats to the current system.

The mobile internet has now become a phenom-enon and there will always be more that e-com-merce websites can and should be doing in order to better market themselves. However, the above mentioned practices standout because of their im-mense potential and long proven track record to deliver immediate positive results. Mobile commerce and ROIMobile commerce does not often get the attention it deserves from consumers, mainly because com-

panies still focus on traditional mediums to dis-play their website. However recent surveys have shown that the number of mobile internet users is growing at an astounding rate and it won’t be long before they are neck and neck with PC’s and laptops. Furthermore, in-depth cases studies done on multiple companies have safely concluded that mobile commerce plays a key positive role in a company’s return on investment (ROI).

To illustrate this point, consider the following:• eBay’s iPhoneapplicationalonegenerated$400milliondollarsinsalesin2010• Intuitsalesgrew30%immediatelyafterthecompany introduced mobile tax products in 2010• Oneoutofevery10Smartphoneusers lis-tens to Pandora on a daily basis, contributing to the company’s massive growth and authority in the music marketplace

It’sanobrainerthatmobilecommercecansignifi-cantly impact a company’s revenue, its brand and its overall authority in today’s competitive market as the trend setter for others to follow. It does require a fair bit of investment; but the return on that investment is substantial and combined with rock solid competent e-commerce practices like the ones mentioned here, it is the perfect recipe for success for any e-commerce website.

Jennifer Mathews is a creative logo design consultant for LogoSnap.com, helping small businesses create a brand image and grow their online presence. She likes to stay ahead of trends, explore new mediums and blog about her experiences.

* This article originally appeared on WebDesignerDepot.com

22 internet marketing magazinefebruary 2013

Make Your Website Easy to Read& Effective on all Mobile Phones

23internet marketing magazinefebruary 2013

PLAN B FOR FUND RAISING

> VENTURE CAPITAL

Here’s how most entrepreneurs approach ven-ture capital funding raising. I call it Plan A. It’s a plan and an outcome that no one talks about but happens all the time. I’ve been on both sides, so I should know.

Step 1: the entrepreneur cogitates: “Let’s raise $1-2million sowecan focusonprogrammingandmarketing and not worry about raising money. We’ll hitallourmilestonesandthengooutforanother$5million in two years and get acquired or go public soon after that.” Believe it or not, many companies raisethe$1-2millionandsometimesmorebecauseventure capitalists compete for the deal.

Step 2: the entreprenur fantasizes: “Our most con-servativeforecastisonemillionusersinthefirstsixmonths. We need to scale to prepare for this, and the reason why VCs gave us money is that they want us to scale and win the land grab.”

Step 3: the product is late, and the dogs don’t eat thefood.Aftersixmonths,thereare10,000users,not one million. The company has scaled up its ex-penses but for no reason. Money is tight, but the VCs are still clueless and accustomed to initial pro-jections being off by orders of magnitude.

Step 4: Unbelievably, thecompany is still able toraiseasecondroundof$5million.Lifeisgood.Theentrepreneur “knows” that things are going to pick up so she scales up some more to prepare for the “hockey-stick” growth curve that coming soon.

Step 5:Anothersixmonthsgoby,andthere’sstillno viral explosion. (To continue the hockey analogy, the handle, not the blade, is touching the ice.) The venture capitalists that the entrepreneur thought were true believers and BFFs (best friends for life) gotoDemoandseethreeproductsthatdothesamething that appear to be further along.

By Guy Kawasaki

24 internet marketing magazinefebruary 2013

Step 6: Out of the blue, the lead-dog venture capi-talist calls up the day after a partners meeting and says, “We just don’t see how you’re going to make it. We want to give your company a ‘soft landing’ by merging it with our online dogfood company. Andwe’llcallsomeexecutivesweknowatYahoo!,Google, and Fox Interactive to see if they’re inter-ested. We want our money back before you burn through it because my partners think this has gone on too long.”

Step 7: The entrepreneur hangs up the phone in a stateofshock.Aweekagoinaboardmeeting,noone said anything about shutting down the com-pany. She thought that her investors were getting a little antsy but were fundamentally still behind her. She calls the investors “stupid, arrogant bas-tardswhodon’tgetit”inherstaffmeeting–conve-niently forgetting that she’s missed three years of forecastsby90%andhasburnedthrough$3million.

Step 8: The company rapidly implodes. No onewants to merge it with another dog in the ven-ture capitalist’s portfolio, and no one at Google, Yahoo!,orFox Interactive is interested.This isafundamental fact of companies: they are bought not sold. That is, an entrepreneur or investor can seldom call up logical buyers and get a deal done. Allanentrepreneurcandoiscreateagoodcom-pany and pick up the phone when a buyer is calling. The company is sold for pennies on the dollar for what little assets (intellectual or physical) that it has. Some money is returned to the investors. The managementteamtoyswithtwoideas:first,buy-ing the company from the investors, but it quickly realizes that it created a dog that’s not worth buy-ing. Second, suing the investors for not fulfillingtheir fiduciary responsibility to the company, butwhen the lawyers laugh at this idea, the team gives it up too.

As readers of Internet Marketing Magazine, I want you to be open to another way. I call this Plan B. In this plan, you take very little if any venture capital until you need capital to expand, not cre-ate, your product. Here’s how it works:

Step 1: You dig, scratch, and claw yourself to$100,000 of funds from your friends and family.MaybeyouworkasaYCombinatorcompany.Youtake no salary. You live with your parents, and

youkeepyourdayjobatMicrosoft.Youhopeyourspousedoesn’tgetlaidoff.Youhavenooffice,butwork virtually and meet your co-founders at Star-bucks ifyouhave to.Everythingyouuse isOpenSource or shareware.

Step 2: Rather than trying to boil the ocean (“the mobile sector”), you boil a tea kettle. Rather than paying to attend high-end conferences, you hang out in the lobbies of the hotels where the events are and meet the same people for free. Rather thanhiringaPRfirm,yousuckuptobloggersandhope they cover your product. Rather than buying booth space, you get on Twitter and use it to gain a reputation for your product.

Step 3:You’relatewithyourproducttoo(becauseeveryoneislate),butyou’renotburning$250,000/month, and you don’t have to tell increasingly greater lies at monthly board meetings. Finally, you release your prototype. TechCrunch covers your releasebecauseyouwroteMikeArringtonacompelling one-paragraph message that you sent on a Friday afternoon because you know he reads email on weekends.

25internet marketing magazinefebruary 2013

Step 4: This is where the miracle occurs–lo andbehold, people like your product. (Truly, mira-cles have to occur whether you’re bootstrapping or venture-capital funded. It’s just that if you’re bootstrapping, there’s more time for the miracle to happen,andasmallermiraclesuffices.)Monthtomonth,you’reshowing10-15%growth,andmoneti-zation, praise God, has started.

Step 5:Nowyouhaveoptions.First,youcancon-tact venture capitalists with a company that’s already shipping to raise capital to expand your business. This is a very different discussion than raising capital to build a product. Second, you can continue to bootstrap and grow by using your cash flow.Three,youcanpickupthephoneandagreetomeetwithGoogle,Yahoo!, Fox Interactive, orany other company that has noticed you.

Many readers of this blog are not tech entrepre-neurs, but the merits of Plan B are the same for almostanytypeofbusiness.YoucantryPlanAaslong as you realize that the hard work begins af-ter you raise venture capital, and you will need a bigger, faster miracle to make everyone happy. Or, you can just believe me: “Plan B, don’t leave home without it.”

Guy Kawasakiis the author of APE: Author, Publisher, Entrepreneur--How to Publish a Book. Previously, he was the chief evangelist of Apple. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

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26 internet marketing magazinefebruary 2013

Yourwebsiteanalyticswillproveit.Theworldhasgone mobile.

Andsmartmarketersandwebdesignersaregoingresponsive.

Responsive design is a new trend in web design that usesafluidandflexible layout.Websitesarede-velopedinHTMLandthroughCSS3mediaqueriesyou can adapt your entire website for particular devices or operating systems, handling enhance-ments with JavaScript.

Mobileusagehasdoubleeveryyearsince2009andnow accounts for almost 10% of Internet usage. By 2014, internet access via mobile is expected toovertakefixedlineaccess.

This isn’t a fad.

The screenshot below shows what mobile devices are being used to access a boutique eCommerce website. On this particular website, mobile de-vices account for 12.5%of traffic.Theyare splitbetween iOS, Android and Blackberry operatingsystems.

Application or mobile web?

‘Mobile’ does not simply mean cell phones.

Mobile refers to cell phones, tablets and every-thinginbetweensuchastheGalaxyNotewhichisa mix of the two.

So, the question is: Should you build an app or designamobilewebsite?

There are hundreds of businesses that decide to go the application route. The problem with this is that you generally end up have a restricted amount of content and functionality and many apps are de-vicespecific(e.g.youhavetodownloadandinstallanapponyourAndroidhandsetoronyouriPhone–anditneedstobedoneoneverydevice).

This immediately restricts the reach of your prod-uct to the end audience you have in mind because of their device. It is, however, a more predictable one off cost, and if you have customers that are only iPhone users for example, this will work well for your company.

If you have a store or service that needs to reach a large number of people your best way forward would be to go with mobile web, using responsive design.

Start with the smallest device first (in terms ofscreen size) and work your way up to tablets and then up to computer screens. This is called a “mo-bilefirst”approach.

CAN A “MOBILE FIRST”RESPONSIVE WEB DESIGN

BOOST YOUR SALES?

> RESPONSIVE WEB DESIGN

By Leanne Byrom

27internet marketing magazinefebruary 2013

The Mobile First ApproachThe“mobilefirst”approachisactuallyaconceptthat pre-dates responsive design.

Mobilefirstdesignallowsyoutoenhanceyourweb-site to cater for bigger and more complex brows-ers/deviceswhen required, rather than trying todegrade and simplify your desktop experience.

AListAparthasanexcellentsetofresponsivewebdesign publications (online and in print) that can helpyouinrefiningandimplementingyourrespon-sive design approach.

AGood“MobileFirst”DesignOne of the best examples I’ve found of “mobile first”responsivedesignisBurberry.

Their website reformats all the content no mat-ter which device you access it from. Screenshots belowshowaccessona10.1inchAndroidtablet,a27”widescreencinemadisplayandona13”lap-top.Nomatterwhatdevicehasbeenusedtoac-cess this website, the user can easily view all the content and buy the products.

With this website I can get to the product page in THREE CLICKS, and it’s a full and rich experience. IcanalsofindeverythingIneedtoknowaboutmyproduct and make the purchase.

In addition, Burberry makes the best use of screen space available with full screen images on a wide-screen.

Their tablet version has very similar content to the computer version, has an excellent touch interface and even tells me what content cannot be viewed on the tablet. It is this kind of attention to detail that can win or lose you customers and which truly demonstratesaunifiedcustomerexperience.

Andallofthiscomesfromoneprimarycodebase.

Example of Poor (or No) Responsive DesignInmanywaysitisunfairtocompareArgos,abud-get price store with the likes of luxury etailers like Burberry.

Burberry 10.1 inch tablet view

Burberry27”widescreenview

Burberry13”laptopview

Burberry product page on 10.1” tablet

28 internet marketing magazinefebruary 2013

However, the Argos website may have an evengreater need to be device agnostic given the wider customer types they need to service.

The screenshot below is from theArgos websiteviewed on a Samsung Galaxy Tab2, 10.1 inch.

YoucanseefromtheURLthatI’vebeenredirectedto a “mobile” version of the website, the problem is, its formatted for a phone, not a tablet. This is a waste of valuable screen real estate.

Furthermore, its not particularly useful and it takes on average SIX CLICKS to get to a product page using their menu. That’s far too many clicks for an easy purchase journey.

WhenIfinallymanagetogettotheproductpage,all the product details are well below my viewable screenarea,forcingmetoscrolltofindmorein-formation.Eventhe“Reserve”buttonisbelowmyimmediate viewable area and I cannot “buy now” or arrange home delivery unless I force the brows-ertogotothe“full”versionoftheArgoswebsite.

Going to the same website on a mac, viewing in a 27”widescreendisplay,seehowmuchscreenrealestateisbeingwastedhere?Howmanyspecialof-fers or products could I have got on to this home pageifIhadmadeuseofthefullspace?

Lastly,here istheArgoswebsiteona13” laptopscreen,whichiswheretheArgoswebsiteisopti-mized to work.

Argoshasdonethemselvesadisservicebyusingafixedwidthdesign.Themainreasonthishappensisit that many companies have designed for comput-ers(desktop/laptop)firstandarenowgoingbacktoretrofittheirmobileversionsintothesedesigns.

Moreoftenthannot,andasshownbyArgos,thisresults in a poor user experience and further dem-onstrateswhy “mobile first”with responsive de-sign should be adopted.

Leanne Byromis a freelance User Experience Practitioner and UX Lead for Phosphor Digital with a focus on the role of online in the end-to-end customer experience. http://leannebyrom.com. Follow her on Twitter.

Argoson10.1”tablet

Argosproductpageon10.1”tablet

Argoson27”widescreengoson10.1”tablet

Argoson13”laptop

29internet marketing magazinefebruary 2013

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31internet marketing magazinefebruary 2013

32 internet marketing magazinefebruary 2013

Camille BrenkwitzPlain and simple, Camille gets people excited about what Stitchlabs is doing. She absolutely loves her job developing marketing strategy for Stitch, and executes it with supreme gusto. She has a deep passion for cultivating community, and rocks Stitch’s social media and community management. When she’s not spreading the word about Stitch, Camille is always down for some delicious food, passionate people, and a helluva good conversation.

* This article originally appeared on Stitchlabs.com

33internet marketing magazinefebruary 2013

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