E-Retail Marketer of the Year – 2017 Finalists
After years of slower-than-market growth, eBags Inc. grew more than 24% last year thanks in large part to an integrated marketing campaign focused on building awareness and sales for eBags’ private-label products. The retailer launched a number of paid media campaigns for each new product launch, identifying relevant audiences and retargeting them with dynamic video ads to drive millions of views. Those ads produced, on average, a four times return on ad spend. The campaigns helped eBags private-label sales jump 63.7% on Amazon in 2016. And sales of eBags private-label products grew 75% during the fourth quarter of 2016.
Target Corp., the top-ranked retailer in the Best Digital Marketers in E-commerce report, determines how to allocate its digital marketing budget by drawing heavily on the large amount of data it gathers—from its in-store, website and app sales, the Cartwheel couponing app, Target-branded credit cards, as well as consumers’ browsing activities via website cookies and mobile device IDs. The retailer has also broken down its marketing silos by bringing together the teams that handle its various marketing channels so that everyone can examine the same data to see where the retailer needs to make changes to its budget. Paid search is one area where Target is particularly aggressive. It is behind only Amazon in average monthly spend. Those dollars help paid search drive 13.5% of Target.com’s overall traffic, while also contributing to in-store traffic and sales.
Building its own technology—for search, display, social remarketing—is helping Wayfair Inc. garner market share. For instance, in May 2016 the online retailer rolled out Magellan, its proprietary display advertising platform, which was built by its engineering, data science, and marketing teams. That came on the heels of its January 2016 European expansion of Athena, which it calls the “backbone of its search engine marketing success in the U.S. and a driver of significant revenue growth for the business.” Athena helped Wayfair rank fifth in the paid search prowess in Internet Retailer’s Best Search Marketers in E-commerce report. While Wayfair allocated roughly 4.51% of its sales to paid search, significantly less than many of its competitors, it managed to drive 14.2% of its Wayfair.com traffic from paid search. Overall, Wayfair ranked third in the Best Digital Marketers in E-commerce report.
Award Category Description: The Internet Retailer Top 500 Guide®* retailer that most effectively uses all forms of online marketing (based on email, paid search, SEO and social marketing metrics tracked by the Top 500 Guide®) to achieve above-average sales growth in its merchandise category.