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BizReport : Ecommerce archives : February 11, 2016

Platform promises to connect marketers, consumers

Elite SEM has launched the Shopping and Feed Division, a new space that is set up to connect brands and marketers with in-market consumers. The platform manages brands' comparison shopping engines, Google and Bing Shopping spaces and data feeds.

by Kristina Knight

"We're making full-scale shopping and feed management available to our clients which have asked us to help them find shoppers as close to purchase as possible. That encompasses Google and Bing shopping, data feed management, and comparison shopping engines," said Ben Kirshner, CEO, Elite SEM.

The key, Elite SEM believes, is to treat shopping differently than typical search.

"Shopping is still so new that many agencies attempt to manage it through their search marketing divisions. The result is poor data quality, because shopping requires a completely different skill set. A few of the biggest agencies have many, if not all, of all of the components we do, but they manage them independently. The result is you respond slower to change and you miss details that fall between the silos. We're developing full-spectrum expertise, so we can anticipate more, diagnose deeper, and make the right changes faster," said Kirshner.

Ecommerce is becoming more and more important for retailers, even those firmly ensconced in their brick-and-mortar world. comScore reports that desktop sales during the 2015 holiday season pushed past the $55 billion mark; mobile also made great strides in the shopping space.

With so many shoppers turning to online avenues for at-home shopping as well as price or discount checking while in stores, retailers need to be focused on how these shoppers are engaging with them.

Image via Shutterstock

Tags: advertising, ecommerce, ecommerce tips, ecommerce trends, Elite SEM

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