Digital marketing and online sales should play an important part in every seller's plans, but companies should avoid putting too much emphasis on those areas during the upcoming holiday season, writes Lewis Gersh. "While digital advertising is more accurate and data-driven than ever before, and while consumers choose meaningful purchase decisions on things they want to buy at home, they still tend to go to non-e-commerce purchase channels to buy them," Gersh writes.
London's transport authority has said it will not renew Uber's license to operate after it expires at the end of September, saying the company's "approach and conduct demonstrate a lack of corporate responsibility in relation to a number of issues which have potential public safety and security implications." Uber said it will challenge the decision in court.
Follow those who are following your competitors on Twitter to try to get the attention of consumers who may be interested in your products, writes John White. Make sure your pinned tweet has an enticing offer and a link to a relevant landing page for when people visit your profile, White advises.
Set up a Facebook Pixel to track customer activity and get more out of your pay-per-click advertising on the social network. Make sure you're up to date on Facebook's advertising guidelines, and take advantage of the remarketing tools available to you, writes Ronald Dod.
Initial unemployment benefits claims fell last week, dropping by 23,000 to total at a seasonally adjusted 259,000, according to the Labor Department. However, the effects of Harvey and Irma in Texas and Florida "will overwhelm any signal in these data for several weeks," according to RDQ Economics Chief Economist John Ryding.
Facebook has added a pair of tools that will help companies better understand their impact on offline purchases. Marketers now have the ability to create custom audiences from offline buyers who are Facebook users, as well as to build lookalike audiences who have similar characteristics.
With earthquakes, hurricanes and fires occurring across North America in recent days, disaster planning is a key consideration for small businesses. Wanda Thibodeaux recommends eight steps you can take to prepare your team for the worst, beginning with preparing financially.
It's possible to effectively target your content on Facebook by using the platform's Audience Optimization tool, writes Anja Skrba. She explains how to enable the feature, apply it to new or existing posts and analyze results.
Optimizing inventory levels can help companies improve their working capital. Charles Yacoobian, a certified public accountant, advises stocking the minimum possible amount of inventory, calculating the inventory turnover rate, and analyzing your vendors and suppliers.
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