Hi, I'm Jim stern. And I'm here to give you an introduction to artificial intelligence for marketing. I've been in online marketing since 1994. I've written a slew of books about online marketing, advertising, customer service, etc. And my latest one is artificial intelligence for marketing. Now, I'm not here to teach you how to be a data scientist. I'm here to teach you how to be a better marketing professional. Artificial Intelligence is a new tool for us to use. And I'm here to explain what it is how useful it will be, and how you can up your game so that you will continue to be a valued marketing professional. Here's the outline. First of all, what is artificial intelligence? How does it work? What is it good at? And then what is it good for?



First of all, let's talk about what it is not.


Of getting a machine to recognise cats. We're going to give it labelled data. That means here's a photograph, and we're going to label all of the cats as cats. And it's going to look for what is similar? How are these things alike? Well, they all have these pointy things on the top of their head. They all have these almond shaped eyes, they're all sort of looking in this direction. And then it looks at this thing and goes, I don't know what that is. That's confusing to me. So you have to give it lots and lots and lots of cats in order for the machine to understand. And when I say a lot of data, let me just show you an example. This is how many data points it's necessary for CAPTCHA to understand that it's looking at the letter A.


So that is supervised, you know, the answers already unsupervised is when you don't know the answer. And you want the machine to figure out something for you. You want the machine to tell you something about the data that you didn't know before. So let's look at a bunch of my different customers, and tell me what buckets they belong in. These are the ones who are most likely to purchase. These are the ones with the highest lifetime value. These are the ones who are most likely to never buy from me again. Or let's go out and now that you know what my best customers look like, go out and find others out in the world who looked like that, that I should advertise to this is an labelled data really, really good for categorization.


The third category, the third type of machine learning is reinforcement. This is when you're not sure what the answer is, we want to put the right message in front of the right person at the right time. But there is no exact message to put in front of a person at exactly the right time. So we give the machine the authority, the capability of trying things out of experimenting. And if it gets the right reaction, somebody clicked or they engaged or they purchased, then the machine gets a reward, a mathematical reward. And so it tries to do that better. And it tries to optimise over time.


So we've got supervised, unsupervised, and reinforcement learning.


Okay, that's what it is. But how does it work?


So the amazing thing about this stuff is that it actually delivered on the promise of big data. Big Data was a great idea. But it's just too much for the human mind to hold too many permutations too many possibilities, too many numbers to keep track of. Fortunately, computers are very good at keeping track of numbers. So that's great. So data scientists created a bunch of algorithms. Now, it's not terribly important that you understand what all of these are. If somebody talks about decision trees or support vector machines, that's fine. Just go along with the conversation, they'll get around to it being meaningful soon. But just for the sake of interest, let's dive into what a neural network is and what deep learning means.


This is the simplest of possible neurons, we've got three inputs and a decision. The three inputs are, how much will it cost to go to the movies? How's the weather outside? And how much work will it be?


So how much does it cost to go to the movies? Well, if I want to go to a Hollywood premiere, I have to get on an aeroplane and rent a hotel room and rent a toxin. That's, that's expensive, that's too expensive. I'm not going to go doesn't matter about anything else. I'm just not going. But if I'm, if it's a normal price ticket, well, the next consideration is Oh, there's a blizzard outside, or it's 120 degrees outside. I'm not going anywhere. So it doesn't matter if it's free, I'm not going to go. Or Finally, the amount of effort I have to get a babysitter have to stop by and check up on my dad and make sure he's okay. Got to make sure we stopped at the grocery store on the way back. Oh, that's just too many things going on at once. That any one of these can override the others and be the go no go decision. Now, neural networks have hidden layers. So in this human example, the hidden layer is the last time we went to the movies, we saw science fiction action adventure. So this time, we're gonna have to see a romantic comedy. Hmm. Last time we went, I broke a tooth on an unpopped kernels popcorn, bad experience. The last time we went to the movies, my wife and I got in an argument about where we should Park and so that was not a pleasant experience. Hmm. Now, I'm not consciously thinking all of these things. They're just they're going on back here. So when she asks, Hey, honey, do you want to go to the movies? I'm going? Not really. And if she says why, then I've got to start sorting through all of my thought processes. That's what the machine is doing. It's hidden layer.


of computation. And it can have 1000s of layers. It can have many, many hidden layers, which are not logical. They're not reasonable. They're mathematical.


And then the machine spits out an answer. And let's say that we're looking at supervised and it says, this is a cat. And we say, No, no, no, that's not a cat. And it's important for you to know that it's not a cat, and go back and figure out why you thought it was a cat and fix it. So the machine is going to work backwards, and is going to find which node overrode the whole decision and which node cause that one to change its mind and which previous one caused it to change its mind. And this is called back propagation. Now, this is as much math as I'm going to show you backpropagation says, Oh, I see why I thought that was a cat. I'm going to change the model, the mathematical model. So if I see something that looks like that, again, I'll know what's a skunk?

Now, here's where things get fun. Decision trees, random forests, support vector machines, neural networks, deep learning. What if we put them all together in an ensemble? What if we gave the machine the choice over which algorithms to use and how to use all of them? To figure out which one's best? Yeah, it's a little meta. But this is where data scientists are playing these days. It gets really interesting, really quickly. So that's what it is. And that's how it works. But what's a good at? Well, two things specifically, dimensionality, and cardinality. And if you're like me, those terms mean nothing. So allow me very briefly to explain. dimensionality is attributes per object. Okay, what's an object? It is a thing in your database? Let's call it a person. So you've got a bunch of people in your database, big data, lots of people great. But if you know a lot of things about them, that's many attributes, you know, their name, address, phone number. When was the last time they called when? What were the last 16 pages they looked at on your website? What's their phone number? Those are attributes about them. cardinality is options per attribute. So let's take phone number, that little yellow.is that individuals phone number, how different is it from everybody else's? Completely? The number of options of phone numbers is as many people as there are, everybody has their own phone number. So what is their age? Well, somewhere between one and 120. What is their zip code? Well, there's 43,000 zip codes in the United States. What is their phone number? Well, there are 7 billion people, there are 7 billion phone numbers. So there are lots of dimensions, we know a lot of different things. And lots of options per attribute. And you put those together. And there are so many permutations, the human mind can't handle it, but the machine can. The machine is really good at high dimensionality and high cardinality. So here's a quick recap of what we covered. so far. supervised and unsupervised. Reinforcement Learning decision trees. Yeah, I skipped over support vector machines didn't have enough time. Neural Networks, putting them all together and ensemble. And then what is the good machine? Good. Okay, so how is it useful? Well, it's good for marketing. If we go all the way back to the definition of artificial intelligence, you remember, it included things like robots? Well, yes, robots. So this is a Japanese hotel that uses a robot to check you in, step up to the counter, the robot will check you in unless you go to the next counter over. And then this robot will check you in. And if you're really good, this robot will bring you your midnight snack. Robots are also being tested in stores. So the Lowe's, home improvement stores are using robots to greet people at the door and direct them to what they're looking for. When we get to computer vision, here's a company called gum gum that looks at social media to identify what's out there, and reports back to you on where your image shows up. Your brand shows up who's talking about you what kind of influence they have, whether you'd like to reach out and engage them with further promotions or to use their visuals and of course to track the competition. Now computer vision is also useful for augmented reality here to find your store or to identify pricing here to bring to 3d life, two dimensional picture or just to help you find recipes off the ketchup bottle. Warby Parker. is using it to help you identify what kind of glasses would look best on you. When it comes to natural language. Well, you talk to your phone, right? You talk to your Alexa or your Hey, Google device. These things are becoming more ubiquitous and are going to becoming a serious challenge to marketers. When you ask Amazon to send you more paper towels, which brand is it going to choose? And how do we as marketers get on that list? Now when we bring these together, it becomes a very compelling, natural language processing conversation, bots, voice recognition. I'm not sure if you're familiar with the staples easy button. But take a look at this video.

It's just a blue pen, right? sounds simple, but it's surprisingly complex. What brand? What type? What quantity? Now magnify that across the chaos of all this stuff you order for all the people in your office? What if managing this was as easy as saying, hey, please tell me what you need. Blue pens. Now it is. That's the magic of the staples easy system. using simple spoken words anymore post it notes. The easy button lets you order everything your team needs to be productive, fed, and caffeinated French Vanilla coffee and letter size copy paper. Got it. That was easy. It's an extra set of hands, helping you save countless hours, manage costs, and to maintain control of ordering supplies through boxes of Sharpies. The staples easy button brings the power of on demand to businesses on any device exactly when something is needed. Drivers markers order with voice through the easy button or through the app border with a text with an email with a slack bot with a photo. Or even with Facebook Messenger. It's easy to track shipments, I need to check on my order and get in touch with customer service. The brain behind the easy system is IBM Watson. Watson's cognitive intelligence turns what you say into data, and then turns that data into answers you need. The staples easy button learns over time. With every interaction, it becomes more personalised and more intuitive. Please tell me what you need. So when you tell the easy button, you want blue pens, it knows the exact blue pens you want. Got it? That was easy. That's the staples easy system.

I think you'll agree that's a pretty compelling story, and a glimmer of what kinds of opportunities we as marketing people have to work with in the future. But what about today? How do you bring this on board? How do you bring this into your company? what what what's the first thing you need to do? Step one, you are responsible as a marketing person to know marketing, and to know the industry that your marketing for what questions you're trying to ask what problems you're trying to solve what business imperatives you're trying to address, the machine will only do what it's told you need to know what to tell it. Number two, know your data. Where is it collected? How is it collected? How is it stored? How is it cleaned? How is it integrated with other data? how might it go wrong? What How might you bring two datasets together that address different realms but somehow need to find a way to mesh together? That's a human problem. So where do you begin? You start with tasks that are repetitive, and sort of boring, and have a lot of data available. Whether it's sorting sales leads, or coming up with a response to social media questions, or creating a chatbot. These are the things that there are lots of iterations and an opportunity for a machine learning system to help you. The next question is should you build this stuff or buy it and I am strongly on the buy side building, it means you have to hire data scientists, you're going to compete with everybody in their brother who is out there building this stuff, to find the PhDs who can figure out algorithms. But at the same time, large companies like Google and IBM and salesforce.com are adding machine learning tools into their data systems. If you're a Google Analytics user or an Adobe analytics user, those companies are building machine learning systems into their marketing platforms. But there's also a lot of venture capital money being spent at startups. So startups are coming up with ways of taking what data you have applying their data science and giving you insights and answers. You have to decide what problem you want the machine to solve. And then you have to decide what data it should Consider, if you give it too little data doesn't have enough to work with. If you give it too much, it won't be very confident in its answers. So there is a correct amount, or a correct variety of data to be considered. And finally become proficient at the smell test. Now, this is something that's uniquely human, the machine is going to take the question you asked, take the data that it's been given and come up with an answer. And if you change the data, it can change its answer, that's fine. But it can't tell you whether the answer is meaningful. There are some things a human can look at and just go, nope, that is not gonna work. I can tell. So where does the human come into this? What advantage Do you have over the machine, the machine is crackerjack at large amounts of data. It can correlate quickly. It's very accurate. It's low cost, it doesn't get tired. It doesn't take vacations, but it ain't human. It doesn't understand compassion, or empathy, or insight. It doesn't understand ambiguity, it cannot take two conflicting concepts and make sense out of them. And that's what the human can do. So here's your homework assignment. Your job will be to stay tuned with what kinds of tools are available, and what they can do. They're changing rapidly. Stay tuned. Number two, train your bots. This is a very interesting area. You're already using spellcheck, right? Well, there's a system that Google has that will guess the rest of your sentence, not just the spelling mistakes, but suggest entire sentences for you to just hit return, and make it faster for you to write up a response to an email.

If those kinds of tools are available to everybody, then your special value comes in training, your version of that tool to understand you better train your bots, because eventually you're gonna walk into a company, and you're gonna have an interview, and they're gonna say, What experience do you have? What tools do you use? Well, I'm very good at Word and PowerPoint and Excel. And here are a half a dozen bots that I have trained to help me do market research to help me do analysis to help me write reports to help me identify good graphics to use. And those are part of your skills. You're bringing that trained bot into the picture, and that makes you a better catch in the future. My name is Jim stern. I run the marketing evolution experience conference. I'm co founder of the digital analytics Association. And I hope you now have a strong introduction to artificial intelligence for marketing. Thanks for listening.


| Intro to Artificial Intelligence for Marketing by Jim Sterne licensed under a creative commons (reuse allowed) license. Based on a work at https://www.youtube.com/watch?v=GvrkKsdOBoA |

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Better alternatives to selling on eBay and Amazon? Hey, have you been selling on eBay and Amazon, you just don't want to do it anymore. I mean, maybe the fees are too high, maybe you lost your account. Or maybe you're just tired of competing with people that don't even care if they make a profit. Well, in this video, I'm going to give you the best alternatives to selling on Amazon, eBay. And we're starting right now.



Hey J.R. Fisher here.

If you're new to my channel, don't forget to subscribe, go down there now hit that subscribe button. And don't forget, while you're there, join the family. How do you do that? you ring the bell right next to the subscription button, you hit that you smash that bell, and you turn on all notifications so that you can join our VIP family. And I can let you know every single time there's a new video. Now I've been selling online since 2009. I've sold millions of dollars worth of both physical and digital products. And you know what I share all those tips and techniques with you on this channel.


So you can start run and grow your online business. Now at the end of this video, I've got a bonus for you. It's an e commerce course valued at $97. And you can get absolutely free by just clicking the link in the description. So if you've been selling on Amazon and eBay, what is your experience been? Has it been good? Has it been bad? What have you found that's worked for you? And do you have alternatives to selling on Amazon and eBay? I'd like to hear all your comments, put them in the comment section below. And I'd love to talk to you about it.


Okay, the first alternative I'm gonna tell you is Etsy. Now, Etsy started in 2005. And it was more of a artsy kind of crafty website. And they've grown since then. And I mean, they'd grown in a big way to where they have 1.6 million sellers on there. Now all kinds of products, both new and crafted products. They also have 26 point 1 million buyers on there now, which is amazing. So that's a great site for you to try out and sell your products on. There's all kinds of cool gadgets and T shirts, and mugs and all kinds of stuff. And if you use one of those print on demand companies, you can actually sell it on Etsy. Now both Etsy and eBay both have a listing fee that's required. eBay listings last you 10 days unless it's a fixed price, and then the last up to 30 days. When selling on Etsy, your listings last up to four months, which is a lot longer and it's gonna save you some money and listing fees. etsy is also a lot cheaper when you're selling something. It's only a three and a half percent sales fee.


Now, if you've ever tried to contact eBay support, you know that can be a challenge. etsy has much better support much easier to get ahold of somebody and get the help you need. Now Etsy certainly is more geared towards handmade and vintage products. So if you have something that fits in that area, you're going to do really well on Etsy, something that's more unique. Now this next site that I would recommend to you is Bonanza. Now Bonanza even has a catchphrase that says fine everything but the ordinary one Bonanza, you're allowed to sell a much wider variety of wholesale products, which opens up more opportunities for you. The next one that's available is called Ruby lane. Ruby lane is more on the antique side and vintage type items. If you have items that are antiques or that are vintage,


those are really good products for Ruby lane. Okay, here we are at Bonanza, they are headquartered in Seattle, and they're kind of new to the e commerce scene, but they're doing incredibly well. Right now. The marketplace encompasses more than 22 million items ranging from Godzilla garden gnomes to taxidermy alligators, all kinds of crazy stuff. A lot of the sellers are making good money on Bonanza site has merchants and shoppers in nearly every country around the world. And there's more than 40,000 sellers that have already created businesses here. So Bonanza is one of the easiest selling platforms to use, and its popularity is on a rise amongst almost all sellers. Matter of fact, Bonanza has taken out the top rating for communication once again. They were just voted the most recommended selling venue there is on the internet, according to entrepreneurs, 360 Best Companies list now as we compare Bonanza to eBay, Bonanza is similar to eBay and it is a huge range of different products that are being sold on both, but the sky's the limit for what you can sell.


Unlike eBay, however, many items on Bonanza are quirky and unique, extraordinary items that really do well here. Because Bonanza doesn't make money until its sellers do you'll see much higher profit margins, it's absolutely free to list things on Bonanza, which is really cool because they charge a fee on eBay. And the average fee per sale can be as little as three and a half percent, which is considerably less than eBay. Bonanza is also a fixed price marketplace, meaning that buyers pay the listed price as opposed to bidding like eBay's auction style ones are Bonanza also sends every item listing to Google and Bing and sellers have the option to get more exposure by advertising their listings in other channels such as pricegrabber next tag and Bonanzas affiliate advertising programme. Also, many online sellers like to list their items on multiple platforms, which is why Bonanza has easy to use import features for listings on eBay, Etsy and Amazon.


Now although Bonanza is monthly traffic is lower than eBay's the ratio of shoppers to sellers on Bonanza is much higher. It's like 1300 to one on Bonanza versus less than 10 to one on eBay. This means far less competition between sellers and far more chances for buyers to see your products. Now, if you're trying to decide if Bonanza is best for you, it's really for unique products, products that you're not going to find in other places, products that are really kind of out of the ordinary, that's where you'd want to go is Bonanza, some of the top categories would be collectibles, that's a big category on Bonanza, also homerun garden, women's fashion is also very big, and of course health and beauty.


Now the next place that's available is Craigslist, people forget all of the possibilities that you can use Craigslist for you can sell almost anything on Craigslist, well, including yourself in the personal section. It's kind of like a no frills thing that has no listing fees, no selling fees, but it's also super basic and design, you're not going to get a lot of the bells and whistles you'd get with the other sites. You know, after all, it's really just a forum. It looks like something that was written in the 90s. But keep in mind this is free to you in being able to sell on Craigslist for free. Well, it's pretty good deal. How does Craigslist directly compared to something like eBay or Amazon? Well, eBay charges to list and sell items.


Craigslist only charges for a small handful of post types. So like if you're listing a job, or vehicles, something like that they are going to charge a fee for those products are actually free to list. Now, e Bay will get involved in disputes if necessary, while you're on your own on Craigslist. So there's kind of a higher risk there. Craigslist requires you to sell locally. And often you arrange for pickup or drop off of the items so you're not shipping them out.


There's also limits your marketplace compared to eBay, which usually involves shipping to a wider market area. I like eBay, Craigslist has a free section where people aren't looking to make money. Yep, that's right. They just are trying to get rid of things they don't want. A lot of this will be junk. But you can keep an eye out for anything that you can get maybe resell for decent profit, especially if you're skilled at fixing things up.


Now the next place I want to look at is eBay. That's number four is he bid he bid is like another sell anything marketplace. It's similar to eBay and Amazon in his platform for selling is almost anything still. But it's not as well known. You're going to be selling to a smaller pool of buyers. There's not quite as many people you could sell to. But it's definitely a lower cost option than eBay or Amazon. But the probability rating is also a lot lower the absence of listing fees and a low 3% commission charge per sale does make this a low risk marketplace to test out.


So if you're looking for a change, and you've got little or nothing to lose by putting them there. Now keep in mind Ebid is similar to eBay, in that they both have an auction style format for product listings. eBay is a larger platform than E bid and receives more traffic. eBay is a much cheaper alternative than eBay. And it's a lower risk option. But they're both trusted marketplaces with a wide variety of product categories. Next up on the list number five is racket, Tim. Now they're doing a lot of advertising on TV. Now they're getting a lot of press racket Tim was formerly known as by.com. And they were considered the Amazon of Japan.


Now Japan is not the first country that comes to mind when you're thinking about e commerce but get this Japan's population is more than 126 million. And more than 90% of Japan's internet users are registered at racker time. So that tells you something right there. That's a big marketplace. One benefit of Rakuten is that you're not competing with the website itself. Now that's really different, unlike Amazon, which sells dozens of its own brands on the site. And if you're selling really well in a particular area, they'll probably come up with their own brand. racker 10 does not compete with sellers, you also have more power to customise your store within the platform. And something that other e commerce websites don't allow is that customization that you're going to get over there.


There are some really big names like Dell, Lenovo, Office Depot, air, weed and dice and that use racket. Whakatane is more like Amazon and eBay. It's more of a traditional online retail site, not an auction type platform. Now, believe it or not, the fees on records are actually higher than eBay. And they're calculated a different way you're gonna pay a $33 a month fee just to be able to sell on the site. And then on top of that, you're gonna pay between eight and 15% for a category fee and a 99 cent fee every time you sell something.


Our next site we want to look at is new a new egg is an online marketplace that really claims to be number one in a marketplace for everything technology. So if you're in a technology based type thing, new egg is going to be the site you're gonna want to be on. Now a new egg sellers can list products on the marketplace with reaches up to get this 36 million customers. New egg is based in California and has distribution facilities all across North America and also in Canada is a global reach of more than 50 countries at this point, but you're going to be a lot more restricted in terms of what products you can sell new AIDS is really for tech products.


So if you're not in tech products, you're not gonna be able to do it. Now the flip side is if you're going to sell on Newegg understand that everybody coming to New egg is looking for tech products so you've got a much more defined and targeted audience. New Age also does offer fulfilment service and they're going to be shipped by new egg similar to Amazon's FDA new egg also offers a fulfilment service called sbn shipped by Newegg. It's similar to Amazon's FBA which is fulfilment by Amazon. But eBay doesn't do any fulfilment at all. So you couldn't do that on that site.


Now Newegg provides account managers who can help you set up your business and guide you along the journey. Newegg offers tiered membership options, so they've got a free one. They've got a 2995 a month and they've got a 9995 a month. The more you pay, the more support tools flexibility and listings that you're going to get. They also take a commission and don't forget that that's a rate of between eight and 15%.


The next site I want to talk about is e crater.com. And e crater is 100%. free online marketplace. The main appeal of E crater is that it's free to set up a store. And it even has templates that you can use to easily create an attractive store, it is possible to import your listings from eBay, which is good if you're looking for a transition entirely.


There's not a lot of information on ecrater. online but It's said to be at least 65,000 active stores on the site and the number of customers than the amount of traffic pales in comparison to the larger e commerce platform. So it's probably best to use as a complimentary marketplace, we could sell a little bit more extra goods rather than one that you solely rely on to run your business. So how does ecrater work? Well, it's 100% free to open and run a store and he crater However, if a creator brings you a sale, it takes 2.9% of the total sale, you keep 100% of the sales that you bring to your store through your own SEO and marketing offers. While there's no recent data available, the number of users and visitors on E crater will be much fewer than eBay's numbers.


The ecrater provides online store templates, which does help you out but you can also customise your store to include your own branding. The next one we're going to talk about and we mentioned a little bit was Ruby lane now what's Ruby Lane? Well Ruby lane is really a legitimate alternative to selling on eBay. It's been designed to bring buyers and sellers of antiques, art, vintage collectibles, and all kinds of different jewellery together. It's similar to one's on Bonanza and Etsy. Ruby lane currently has 1.1 million unique visitors per month, which is impressive really for a niche marketplace. The majority of the people who are on the site are either from the UK, Australia, Canada, and the USA, some also in Germany, but it has a global reach of 85% of women users aged over 40 which is pretty darn good.


Almost all describe themselves as collecting enthusiasts. So if your product is something that people can collect, and they can buy more of it would be a great product on Ruby lane. It seems to attract more purposeful educated buyers who may be willing to spend more money so your profits could be much higher there. Ruby lane is a fixed price marketplace. It has no bidding on it. It's much more nice than eBay, focusing only on antiques, arts, collectibles, jewellery, that type of thing, which means your visitors to your store are more targeted, that's a good thing if you have those products. While there's no commission Ruby lane charges 19 cents per listing in a tiered maintenance fee that ranges from $69 a month for smaller sellers. 2.01 cents per item for major sellers. There's also a one off $100 setup costs that you're going to have to incur when you start your store there.


There's also greater quality control and Ruby lane and sellers are much more vetted. The next one I want to talk about is Walmart, Walmart. Can you sell your products on Walmart? You sure can we have our products listed on Walmart. It's not widely known that Walmart, one of the largest retail corporations on the planet has entered into e commerce marketplace world. See Walmart marketplace is a platform where select sellers can list and sell their products. It's very similar to Amazon, because you're going to be competing with Walmart. That's just the way it is. It's definitely worth considering though, as an alternative to selling on eBay. You get to take advantage of Walmart's massive reach and customer base and it's free and easy to get the set up. Walmart seems to be taking the e commerce space more seriously lately.


So it's likely to be investing heavily in this area, which who knows maybe we'll bring you more business there are no Setup or maintenance fees, merchants just pay a referral fee of between eight and 20% for successful sales. Now that's a pretty high percentage. There's no auction option. It's just fixed price listings. Depending on your product and niche, you could be competing against some Walmart known brands, which may be given priority on the platform. Of course, it's their website, Walmart, online sales are lagging behind eBay and Amazon, but it's in the early days and they're just getting started, you're going to have to expect lower margins there because of their fees,


Walmart prioritises competitively priced products, which means you might get caught up in a race to the bottom, which is never good. And the last place I want to talk about Yep, your online store. That's right your store, you can sell stuff on your store, you can have your own website, hey, the cool thing is there's no competition, you can sell on your very own website, you can set up some type of e commerce plugin if you have a WordPress website. And it's really one of the easiest ways to go.


When selling on your own website, you know, you've got to establish your own traffic, people aren't going to just becoming there, you're going to have to drive traffic through ads, social media, or by some other means maybe email marketing. But once you're set up and running, you don't have to compete with anybody, you don't have to worry about cost of fees, you don't have to worry about listing fees, you have your own site. So how does your own site compared to these other sites? Well, if you were selling on eBay, you know, you would have to be competing, you'd be building your own brand. If you're selling on your own site, you can choose things like which payment forms to


accept, or you can tweak the design of your store to see your own preferences. You're not competing with anybody if you're on your own site. And that's a pretty cool thing. This means you don't have to lose sales to other people. It also means you don't have to compete on your pricing, because Yours is the only price on the site.


Okay, so there's 10 top alternatives to selling on Amazon and eBay. They're all great alternatives, and they fit different people based on their products. So you kind of got to look at your product, what they offer, I would suggest you do a little bit more research on each one of them before you actually invest your time and money in putting your products there. Now, if you enjoyed this video, guys, do me a favour, you're gonna join the Fisher family.


How do you do that? You hit that subscribe button down there below, then you subscribe to my channel. And don't forget, you got to smash the bell the bell which is right next to the subscribe button there, you've got to smash that button. And when you do, it's going to get a pop up and you want to click on show all notifications. That way I can tell you every single time I've done a video Now, as I promised I have an e-commerce course it's a $97 value, and you can get it absolutely free. I put a link in the description down there. All you got to do is click on it. I really thank you for listening to this video.


And if you've got some suggestions of places where you would like to sell your products or that you have sold your products for if you've had any dealings with Amazon or eBay, put that in the comment section below. I really appreciate you listen to this video and I'll see you in the next one. Hey, thanks for watching my video. Don't forget to subscribe to my channel and click that little bell right here so you can be notified every time I do a new video. Also click on one of those videos there and keep watching on my channel.


| Better alternatives to selling on eBay and amazon - best websites to sell by J.R. Fisher Training is licensed under a Creative Commons Atribution (reuse allowed) license. Based on a work at https://www.youtube.com/watch?v=R1frYxovgp4 |



  • Digital Marketing Hub


What is Digital Marketing Hub

Digital marketing hub describes all measures of the digital world that lead the customer to a desired behaviour.  Measuring and analyzing activities is not only possible but also essential compared to traditional marketing.

While inauthentic messages are still often communicated in traditional marketing, digital marketing requires the maximum degree of authenticity of all marketing efforts. Consumers can no longer be "sprinkled" these days. Rather, they want to interact with the companies and their brands, which is easier today than ever.

Advantages of Digital Marketing Hub

The advantages of digital marketing on the company side are clearly the measurability and the targeting.

Nevertheless, conventional marketing measures should not be left out. These can be used in the marketing mix, especially when it is most meaningful or most natural. Thus, in an early decision-making process, a phone call with the customer can be sought, to convert him at a later date.

It is important that the right answers are given at the right time, in line with the customer journey across the channels - both analogue and digital - and that the focus is on problem solving. You can create any artificial product or service (not serving a real problem or need) and you can advertise it great. It's just not going to bring anything.

What is the difference between digital marketing and online marketing?

Contrary to popular belief, online marketing is only part of digital marketing. While digital marketing uses all digital channels to communicate with the target group, the measures of online marketing are entirely limited to communication via the Internet.

Digital measures that are different for online marketing are for example:

The following list is intended to give an overview of the digital possibilities, but is not to be considered as complete:

The perfect digital marketing strategy of growth marketing hub

As numerous as the possibilities in digital marketing are, so many are their pitfalls. In addition, the consumer is no longer influenced by traditional advertising strategies, while the customer journey is more ambiguous than ever before.

In short, there's no such thing as "the one digital marketing strategy".

digital-marketing-tips.jpg

17 digital marketing tips that you can implement in one day


In addition to all long-term perspectives, there are always a number of possibilities and approaches for quick implementation (so-called "quick wins").   Clear, long-term and well thought-out digital marketing strategies should be the backbone of any digital marketing activity. 

Digital marketing Tip 1: Use 404 Pages as a Marketing Instrument
Most 404 pages are boring and offer no added value. They only point out to the user that the requested, entered page does not exist. What should be on the 404 page depends on 

what kind of website you are running. If it's a blog, for example, you could post your best rated or most read posts. If, on the other hand, it is an online shop, it is best to integrate the search function on the 404 page or to present popular products / categories.

However, the goal should always be to motivate the visitor to make another relevant click. That's why the 404 page should always be analysed. On the one hand, you can determine how many sessions (visits) have come to this page and, on the other, how users have behaved. For example, you can find out how high the bounce rate was.

HubSpot has some very good examples of creative and helpful 404 pages .

Digital marketing Tip 2: Implement Open Graph Tags
Open Graph Tags (similar to title and meta-description in Google's search results) provide an improved preview of a page to be shared via Facebook.  The following elements can be optimized using the Open Graph Tags: title, description, type and image.  The Open Graph can also be used to specify a preview image that optimally addresses the target group.

Currently available open-graph tags and best practices can be found in Facebook's Developer documentation on Open Graph Tags . You can then check the correct 

implementation directly with the Facebook debugger.

Digital marketing Tip 3: Re-tweet old content often
Often content is shared only once via Twitter. However, the lifetime of a tweet is very short. So it is seen only by a part of your followers. Multiple retweets and more traffic can be achieved through repeated parts. Especially “evergreen” content is good for this. An example of this is a digital marketing tools page or the Google Analytics tools page. Both of them live by updates and can therefore be distributed again via social media and also in the newsletter.

Digital marketing Tip # 4 : Lower AdWords click rates when reaching budget limits
If you notice that you keep coming up against your preset budget limits in AdWords, you should lower the click price rather than, for example, reducing your advertising time 

through the ad planner (scheduler). Lower the click Price but only slightly and observe exactly how impressions, clicks and conversions develop. Adjust the click Prices until the budget is exhausted. This will give you more clicks at the same cost. 

If necessary, you should also check if you do not want to use a "shared budget". In the AdWords account you can find it under "Settings". There you can create a common budget 

for several campaigns. This is especially interesting when the click prices in your market segment are really high.

Digital marketing Tip 5: Link important pages via the imprint
The imprint of your company is probably linked from every page of the website. This means that the imprint gets a lot of linkjuice. You can use this linkjuice specifically to strengthen subpages that are not linked via navigation, for example. For this you simply add the pages as a link below the actual imprint.

Digital marketing Tip 6: Analyse referring sites
Use your web analytics tool to identify pages that link to your website and bring many visitors or conversions. Then try to find similar pages, for example via similarweb.com.

Suppose you run a shop for barbecue accessories and realize that a lot of traffic and conversions come through a barbecue forum, then you should try to find sites as similar 

as possible and to cooperate with these websites.

    

Digital marketing Tip 7: Reach fans and followers at the right time
Presenting new content at midnight via social media channels promises little success. But even during normal working hours, there are times when it's better to post and times when reaching your target group is unlikely. In the Facebook Insights and other tools, you can quickly find out when your fans are most active and why you should be active. 

These tools can help you determine the correct posting time:

• Facebook : Facebook Insights, FanpageKarma • Twitter : Tweriod, Followerwonk • Instagram : Iconosquare

Digital marketing Tip 8: Redirect deleted pages
Over time, pages are sometimes deleted because they are no longer needed. However, if these pages have inbound links, their power will no benefit your domain. Redirect these 

deleted pages to another relevant page via 301 forwarding. Thus, visitors who click on the link will still be on your site and the link power is retained. If you have deleted pages with inbound links on your website, you can check them with the Google search console or ahrefs.

Digital marketing Tip 9: Using Internal Search to Gain Ideas for New Content
If you've set up your web analytics tool correctly, you can find out what terms your visitors searched for on the site. Often, it quickly becomes apparent which content is still missing and should therefore be created. If you have not yet set up tracking for internal search, you should do it quickly. This help article explains how you can implement such tracking with Google Analytics.

Digital marketing Tip 10: Find Matching Links Collections
Use the following search operators in Google:

Inurl:links OR intitle:links [keyword]

You simply replace "keyword" with a keyword that matches your business. As a result, depending on the keyword, you'll find a number of pages that provide a link collection about your page's topic. Once there, politely ask if it would be possible to include your page as well. These pages are often very old and therefore have good links and high reputation on Google. But always think about whether this link would be useful for your visitors, because Google could - as always in link building - here recognize a pattern and punish you.

Digital marketing Tip 11: Track Mentions in Twitter
Social media monitoring tools such as Hootsuite (free in the basic version) allow you to monitor specific search terms in Twitter. For example, you can monitor the brand name 

and other terms and respond to tweets as quickly and relevantly as possible. Especially when you're doing a lot of content marketing, analysis via social media platforms is extremely important to understand how users react to your content, which articles lead to new followers, etc. If you want to know 9 ways targeted content marketing can help your business read this article.  Apart from individual reviews of the success of your content marketing, it is certainly important to analyse the long-term ROI of content marketing.

Digital marketing Tip 12: Bring Low Hanging Fruits to the first page
Anyone who knows a bit about SEO knows that users will come to a website almost exclusively if they are in the SERPs on page 1. On page 2 and beyond, hardly any searcher 

clicks. Each website has at least a few low-hanging fruits, ie pages that are on the second page of search results. With little effort these low-hanging fruits can be pushed to the first page.

This can be done, for example, by on-page optimization (improving the title, extending and optimizing the text, adding images with old text) and off-page optimization. Often a better internal linkage is enough. The detailed analysis is best done via SEO tools like SISTRIX or Searchmetrics.

Digital marketing Tip 13: Bind visitors
Suppose that you write blog articles and thereby attract some visitors to your website. To keep such visitors on your website or in the sales funnel, you could offer them a download with matching content at the end of the article. In exchange for these valuable contents, you then request their e-mail address. 

Likewise, you can also call for readers to sign up for your newsletter in return. Clarify its benefits to the reader. For example, the possibility to always be informed about the latest articles or to be alerted to special offers. So you increase the likelihood of conversions for these types of goals. Again, use Google Analytics to track questions such as, "What's the most downloadable item for what?"

Digital marketing Tip 14: Take advantage of content theft
Content theft is annoying for anyone who has invested a lot of time and effort in researching and creating good content. Especially with large sites, it is almost impossible to monitor content theft. However, using javascript, you can attach a link as soon as the page is copied. Although the theft cannot be avoided, but at least a few links for your website will jump out in return.

Digital marketing Tip 15: Ubersuggest for negative keywords
Often, an AdWords campaign has taken some time to find useless keywords. With Ubersuggest , keywords can be excluded right from the start, with little chance of success.

Digital marketing Tip 16: Find new content ideas on question pages
Quora is real gold mines for new content ideas. This is usually a first good place to start when it comes to ideas for content. Quora is a very large forum where readers ask all sorts of questions about all types of industries.  You just type the name of the topis or industry that is the subject of your interest and you will find a plethora of questions which you can turn into blog post titles.

 

Digital marketing Tip 17: Improve Titles and Descriptions
Use your web analytics tool to find the twenty most visited pages and analyse titles and descriptions. It's best to combine the whole thing with ranking data. It's easy to find out about which keywords your pages receive many visitors. Look at the titles and descriptions and think about how to make them more clickable. So you can also use two different descriptions for really important search terms. 

The most important thing here is always to understand what the intention of the user is behind his search. For example, if the user searches for the "best Netflix series", it may be good if the item date is current and the Title is, for example, the current year (2017).