Rebecca Lieb has commented in the past on how e-commerce sites are becoming agencies
Rebecca Lieb has commented in the past on how e-commerce sites are becoming agencies. They're also becoming publishers, in the "we sell advertising" sense. The latest example is Home Depot's announcement today that it will sell advertising on homedepot.com. This offering will consist of banner ads on the site and ads in e-mail newsletters. Both of these will point to advertiser-specific microsites including interactive demos, streaming video, and in-depth product content. Makes sense if, as Home Depot claims, homedepot.com "receives more traffic than any other online destination in the home and garden category". Moen has already signed up. Talk about reaching customers at the right end of the sales funnel. It's similar to the way eBay lets sellers buy advertising highlighting their own merchandise. (The last development we covered in this space was Guidester's expansion of its network.)
The WSJ has a short piece on this today which says only Home Depot vendors can participate in the program.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT