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Weekly Ping: Content Merchandising Roundup #4

Posted by on January 27, 2012

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Below is a summary of the week’s most interesting content merchandising-related posts from Content Ping as well as from other blogs and news sites. Happy reading.

Why a Great Deal Can’t Go It Alone

The group buying site Dell Swarm is case in point that when it comes to selling products online, discounted prices need to be backed up with good content.

Weekly Content Critique: Psycho Shower Curtain
Our weekly content critique takes a look at a very scary shower curtain.

The Biggest Retailers Are Driving Web Prices
Large e-retailers change prices nearly 30 times more often than smaller rivals. And they’re not afraid to use loss leaders to draw in customers.

B-2-B Decision-Makers Diversify Digital Research
Business-to-business companies have increased their presence online over the past several years to cater to a growing number of decision-makers turning to the Internet for information.


Google+ Adds New Importance to Local Connectors
This commentary explores how Google+ and its new social search function will put an unusual amount of power in the hands of those who have strong local social networks.

House of Fraser Targets Students With Facebook Discounts
The British company has begun offering a voucher on its Facebook page that gives students a 10 percent discount if they ‘like’ the brand on Facebook.


Pages With Too Many Above-the-Fold Ads Penalized By Google
Consumers don’t want to scroll past a million ads before getting to content on a page. Google recognizes this and changed its algorithm to penalize pages with too many ads high up on the page.

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Question of the Week

If c26 implemented a 10% policy for side projects at work, what would your first project be?

I would write a script for a video/slideshow presentation that takes viewers on the journey of an online shopper who jumps from one retail site to the next, clicking on user reviews, videos, Walmart pages, etc. The aim would be to show how customers engage with the content we create and help define content merchandising vs. marketing as well as show the efficacy of product videos.

Dave McCaul
Project lead, content26

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