Best Reading of the Day - Entry 0197 Digital Marketing by Walmart and Sports Chek

Two stories out of Mobile Commerce Daily are worth reading, on the same overall subject, and from the same source at eTail West

First is the required shift in thinking to go digital:

http://www.mobilecommercedaily.com/brands-should-shift-focus-from-creative-to-content-on-digital-fgl-sports-exec

Here is a snippet from that piece:

Sports Chek was able to ramp up sales by converting its weekly print circular, which only 17 percent of consumers read regularly, to a digital circular viewable on Facebook. The company claims that it saw a 16 percent increase in sales each time it tapped Facebook for a social media promotion.

Although the move required Sports Chek to take a risk by pulling the allotted thousands of dollars for the print circular and giving it all to Facebook, the profit was ultimately twice as high.

Next up is a Walmart exec's take on search engine marketing, a subset in many ways of SEO:

http://www.mobilecommercedaily.com/walmart-com-exec-claims-mobile-bidding-deserved-starring-role-in-sem-product-searches

Here is a snippet from that piece:

Mobile bidding should also be at the forefront of retailers’ minds, although A/B testing is also paramount.

“Before, your ad group was used to write ads,” Mr. Gadacz said. “Now, your ad group is all about mobile bidding.

“Mobile is so big that it really does matter, and to be able to control your efficiencies, this is an absolute must.”

Happy Reading,

J.W. Gant