YOUR ESSENTIAL 2018 E-COMMERCE CALENDAR - JULY - DECEMBER - ChannelAdvisor
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YOUR ESSENTIAL 2018
E-COMMERCE CALENDAR
JULY - DECEMBER
The dates you need to know for the second half of the year.
Look inside for essential retail dates, events, tips and topics. Use this calendar as a
guide to keep you organized and prepped for the second half of 2018
www.channeladvisor.com
JULY 2018
PRO TIP Q3 has begun, and it’s time to start thinking about the holidays. Jump start your holiday planning by signing up for our Holiday
E-Commerce Strategy Series, a month-long webinar event aimed at maximizing your sales this holiday season. Visit
www.channeladvisor.com/holidays for more information.
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
DIGITAL MARKETING
Have you learned about Google MARKETPLACES
Shopping Actions? It’s the new Though Amazon has yet to
program from Google that allows announce this year’s date for
retailers and brands to surface Prime Day, which took place last
INDEPENDENCE DAY
their inventory via Search, year on July 12, it’s time to start
Google Express and the Google planning your promotions. Find
Assistant... and it might be the out how on the ChannelAdvisor
future of Google-based shopping. blog.
8 9 10 11 12 13 14
MARKETPLACES
HOLIDAY PREP DIGITAL MARKETING
Spend some time today
Take time to analyze your 2017 You have a treasure trove of researching your potential
Q4 performance now. What did historical Google Shopping Amazon search terms, finding
you do right or wrong last year? data. Use it to get ahead of the the most relevant words for each
Start a plan to maximize your trends and make your seasonal product listing to enhance your
2018 strategies. campaigns better. products’ visibility.
15 16 17 18 19 20 21
DIGITAL MARKETING SUCCESS STORY
Engines like Bing and Yahoo are How many marketplaces are
MARKETPLACES
great complements to the highly you selling on? Read how
competitive Google. Sprinkle your Want to drive shoppers to your Synergee Fitness grew revenue
search budget there and adjust Amazon listings? Have you tried 133% by expanding to multiple
based on performance. Amazon Sponsored Products? marketplaces.
22 23 24 25 26 27 28
MARKETPLACES DIGITAL MARKETING
MARKETPLACES
You can upload up to 12 photos How’s the mobile experience on
Are you selling on Walmart yet? for free on eBay, so make the your website? Before the holiday
Join the 18K other sellers and find most of it. Using the full limit season heats up, visit your own
out how to get approved before will increase your chances of site as a consumer would and
the holidays. converting. look for areas of improvement.
29 30 31 1 2 3 4
EVENT
Independent Retailer Conference
Las Vegas, NV
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.
AUGUST 2018
PRO TIP Advertising on Amazon has become standard for brands and retailers on Amazon. How does your advertising strategy stack up to your
competitors? Contact ChannelAdvisor for a Complimentary Advertising Analysis today! Visit www.channeladvisor.com/advertising-analysis/
for more info.
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
29 30 31 1 2 3 4
MARKETPLACES MARKETPLACES
Ever log into Amazon and find Don’t just include the basic,
your listing has been overridden required product data for your
EVENT by another seller? Protect your listings. Expand the data and take
Independent Retailer Conference brand with the Amazon Brand advantage of each marketplace’s
Las Vegas, NV Registry. helpful product listing features.
5 6 7 8 9 10 11
EVENT
eTail East DIGITAL MARKETING
DIGITAL MARKETING Boston, MA MARKETPLACES
Don’t look at your Google
SUCCESS STORY
Make sure your “Add to Cart” campaigns in isolation. Learn how Even if you’re selling first party
buttons are clear and accessible your products are performing (1P) to Amazon, there are Digital marketing is all about ROI.
for mobile shoppers on your site. on marketplaces and adjust your three different ad types you can Read about how Seismic Audio
Don’t bury these buttons two or Shopping (and Google Express) leverage to get more visibility to increased gross sales by 1,250%
three pages deep. strategies accordingly. those products. with a 50% drop in ad costs.
12 13 14 15 16 17 18
Amazon’s ad sales could increase
61% in 2018 and account for $4.5
MARKETPLACES DIGITAL MARKETING
billion in revenue. That’s a lot of
competitors jockeying for space. Update your geographical Prepare to launch back-to-school
Analyze your Amazon Marketing location in eBay so that customers campaign posts, graphics and
Services strategy before it’s too late. can estimate delivery charges. photos on social media.
19 20 21 22 23 24 25
DIGITAL MARKETING
According to eMarketer, 75.5
MARKETPLACES
million Americans will use
voice-enabled digital assistants Do your product images have a
DIGITAL MARKETING
by 2019. Use Google Shopping SENIOR CITIZENS high enough quality? Do an audit
Actions to reach shoppers DAY to make sure all images are high Start bidding up on your
seamlessly across all Google resolution and optimized for each Labor Day-related keywords
surfaces, including the Google channel. Have you considered to maximize visibility for your
Assistant. adding videos? products.
26 27 28 29 30 31 1
NATIONAL DOG DIGITAL MARKETING
DAY
92% of retailers and brands are
investing dollars in social media
marketing. Are you?
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.
SEPTEMBER 2018 PRO TIP Looking to expand? E-commerce in China is nearly 80% larger than in the US. Find a trusted partner to help you tap into this market.
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
26 27 28 29 30 31 1
2 3 4 5 6 7 8
DIGITAL MARKETING DIGITAL MARKETING
Use only high-resolution images Create a calendar for your social
LABOR DAY and experiment with dynamic or media holiday promotions.
DIGITAL MARKETING
alternative angles to stand out Post short-lived promotions on
Is your site optimized for mobile from competitors. Don’t include Facebook, Instagram, Twitter and
traffic? Test your site using watermarks or multiple images in other channels throughout the
Google’s Mobile-Friendly Test. one image box. upcoming season.
9 10 11 12 13 14 15
DIGITAL MARKETING
MARKETPLACES
When creating your product
titles and descriptions, use the Are you still considering
MARKETPLACES international marketplaces? What
brand terms and other words
Want to be seen on eBay this fall? people are searching with. And are you waiting for? Read about
Do a test run of Promoted Listings be sure to put the most important how Scarpetta Shoes expanded
with a limited number of products information in the first 25 to new countries and grew
and scale from there. characters of your titles. 1,000%.
16 17 18 19 20 21 22
MARKETPLACES FIRST DAY OF FALL
MARKETPLACES BRANDS
If you’re enrolled in the Amazon
Want to expand your inventory? Your product content is the Brand Registry, Headline Search
Consider third-party drop lifeblood of your business. Is Ads is an impactful advertising
yours transformed and optimized DIGITAL MARKETING option that will help you build
shippers. Want to expand your
for every channel? Learn more in brand recognition and drive more OKTOBERFEST
visibility? Consider drop shipping Prepare Halloween PPC keywords
this tip sheet. clicks. BEGINS
for other retailers. and ad copy.
23 24 25 26 27 28 29
DIGITAL MARKETING
According to Google, mobile
searches for “where to buy” have
grown 85% in the past two years
30 and 50% of Google Express
purchases are made on a mobile
device. Reach those consumers
with Google Shopping Actions.
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.
GET YOUR COMPLIMENTARY
ADVERTISING ANALYSIS
Are you struggling to maximize your return on ad spend (ROAS)? Do you want to improve your advertising cost
of sale (ACoS)? Or do you need some specific help with your Amazon Sponsored Products, Headline Search
Ads, Facebook Dynamic Ads, Google Shopping or paid search strategies?
Let our digital marketing experts take a look at your advertising accounts and find new opportunities that can
help meet and exceed your digital marketing goals.
Our team has spent 17 years working exclusively in the e-commerce space, helping thousands of retailers and
brands navigate the evolving online landscape.
Visit the site and complete a short form to request your complimentary advertising analysis, and an e-commerce
consultant will reach out to you shortly.
www.channeladvisor.com/advertising-analysisCHANNELADVISOR WEBINARS
The Latest Insights and Updates from the Front Lines of E-Commerce
Want an inside track on the latest e-commerce news, advanced strategies and revenue-building tactics?
ChannelAdvisor’s popular, ongoing webinar series gives you a chance to hear from — and interact with —
many of our in-house experts, as well as strategic partners and other industry leaders throughout the year.
It’s your source for:
Industry updates
E-commerce tips and strategies
Holiday planning sessions
Marketplace expansion opportunities
ChannelAdvisor product enhancements
And much more
Check out ChannelAdvisor’s News & Events page for more information on all upcoming webinars, press
releases, events and more.
www.channeladvisor.com/news-eventsOCTOBER 2018
PRO TIP Put yourself in your customers’ shoes by browsing your website through a mobile device. Explore your site as if you were a first-time
visitor. Is it easily navigable? Is customer service and company click-to-call information readily available? How about the search function,
navigation menu and product pages? Make notes of adjustments you can make to improve conversions.SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
30 1 2 3 4 5 6
WORLD TEACHER’S DAY
DIGITAL MARKETING
MARKETPLACES
Take the afternoon to test your
CBT
Rise above the competition and campaigns. Why not try out new
save yourself time by automating Thinking of expanding product images? Or create a new
marketplace repricing with internationally? There are dozens campaign for your top performers
ChannelAdvisor’s algorithmic of popular marketplaces with and adjust its priority to squeeze
repricing technology. millions of loyal shoppers. out as much ROI as possible.
7 8 9 10 11 12 13
EVENT
Internet Retailing Conference SUCCESS STORY
London Don’t sell direct to consumers on
your website? Don’t let that stop
DIGITAL MARKETING
you from giving those interested
Use the Seasonal Bid Adjuster to consumers a clear path to
find keywords that performed well purchase. Find out how Power
in 2017, and begin preparing Stop did it — and got valuable
your keywords now. data in the process.
14 15 16 17 18 19 20
MARKETPLACES DIGITAL MARKETING
Want more positive customer Examine your negative
DIGITAL MARKETING keywords. Save money and boost
feedback? Ask for it! Consider
including a message on the Prepare Halloween keywords performance by eliminating
packing slip, requesting that and ad copy for paid search keywords you don’t want in your
customers rate their experience. channels, if applicable. Google and AMS campaigns.
21 22 23 24 25 26 27
EVENT SOCIAL
SMX East Launch Halloween campaign
New York, NY postings and photos.
28 NATIONAL CAT DAY 29 30 31 1 2 3
MULTICHANNEL
According to eMarketer, more
than half of retailers in North
America offer same-day HALLOWEEN
delivery. Whether it’s DIY, 3PLs
or FBA, have you researched all EVENT
your fulfillment options for the SEMA Show
holidays? Las Vegas, NV
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.NOVEMBER 2018
PRO TIP Your customers are important all year long. So build relationships that will last long after the holiday season ends. Process any returns
quickly and stay on the lookout for any negative (or positive) social chatter and respond to it immediately.SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
28 29 30 31 1 2 3
MARKETPLACES
If you don’t use Fulfilment by
DIGITAL MARKETING
Amazon (FBA), why not consider
using it during the peak season Shorten your look-back window
for your top-performing products? on PPC bid rules.
EVENT
SEMA Show
Las Vegas, NV
4 5 6 7 8 9 10
MARKETPLACES
Customers may buy multiple
items from you in a single day.
MARKETPLACES
Use the ChannelAdvisor Order
HOLIDAY PREP It’s time to stand out from the
Consolidator to automatically
DIGITAL MARKETING Start communicating last delivery holiday noise. Ramp up your
detect eBay orders from the same
buyer, with the same shipping Start bidding PPC holiday key- dates for orders to arrive in time Promoted Listings and Promotions
method to save on shipping. words up slowly. for Christmas. Manager campaigns on eBay.
11 12 13 14 15 16 17
SINGLES DAY DIGITAL MARKETING
Singles Day is a consumer Experiment with your Google
holiday in China and the Shopping campaign structure.
DIGITAL MARKETING
world’s biggest online shopping Depending on what you sell
day of the year. In 2017, Make sure to include shipping and how people typically find
DIGITAL MARKETING
Singles Day racked up over $25 rates with each product listing on your products, you may want to
billion in sales. Do you have digital marketing campaigns and consider testing multiple ways of Upload Black Friday PPC ads as
plans to sell in China? marketplaces. structuring your campaigns. paused.
18 19 20 21 22 23 24
MARKETPLACES DIGITAL MARKETING
THANKSGIVING
At busy times, don’t forget to Adjust the PPC look-back window
monitor all of your feedback on your bid rules to 1-2 days, to BLACK FRIDAY
metrics and deal with customer quickly respond to seasonality. #3 US online shopping day of #2 US online shopping day of
queries and complaints quickly. Move your triggers down as well. 2017, according to comScore. 2017, according to comScore.
25 26 27 28 29 30 1
DIGITAL MARKETING
DIGITAL MARKETING
Even if you’re using automatic
DIGITAL MARKETING
bidding, make sure you check in Consider including tracking
CYBER MONDAY on the peak days to make sure numbers so customers can track Have a deal? Use Google
#1 According to comScore, Cyber your bids are working as they parcel delivery without needing Merchant Promotions to highlight
Monday sales increased 26% in should. If they’re not, re-evaluate to contact your customer service your special offers on your PLAs
2017, totaling $3.4 billion. them while in progress. team. at no extra cost!
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.DECEMBER 2018
PRO TIP The “second holiday season” starts at the end of December. Consumers will be flush with gift cards and store credits from returned items,
and they’ll be looking for deals. Create a multichannel plan to reach them through social media, targeted ads, daily deals and more.SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
25 26 27 28 29 30 1
2 3 4 5 6 7 8
HOLIDAY PREP
MARKETPLACES HOLIDAY PREP MARKETPLACES
HANUKKAH STARTS
Make sure your holiday shipping
Update shipping deadlines deadlines are highly visible DIGITAL MARKETING Competition on Amazon is
Do you sell in the UK? Prepare
on your marketplace stores, on your webstore and your keywords and social campaigns Launch “last delivery date”ads/ quickly reaching its peak. Double
e.g.,“Order by X date in order to homepage, as a hero image or for Boxing Day, keep them data feeds on paid search check your AMS campaigns to
get shipping by X date.” as a large banner. paused until Christmas. engines. ensure you’ll be seen this week.
9 10 11 12 13 14 15
HANUKKAH ENDS
HOLIDAY PREP
Many retailers experience an
excess of certain products after
DIGITAL MARKETING
the holidays. Create a plan to
Take advantage of returns and remove that excess inventory with
gift cards by setting up post- promotions, product bundles or
holiday promotions. daily deal sites.
16 17 18 19 20 21 22
FIRST DAY OF WINTER
DIGITAL MARKETING
Too late for shipping? Bid up
DIGITAL MARKETING
your Google local inventory ads
If you offer next-day shipping, to guide those frantic last-minute
promote it to capture last-minute shoppers to your brick and NATIONAL UGLY SWEATER DAY
shoppers. mortar locations.
23 24 25 26 27 28 29
CHRISTMAS EVE CHRISTMAS BOXING DAY
KWANZAA STARTS
YEAR IN REVIEW
30 31 DIGITAL MARKETING MARKETPLACES
Compare your final channel and
UK retailers: Launch Boxing Day Planning on selling internationally sales metrics to your 2018 goals
campaign postings and photos on in 2019? Make sure you have and key performance indicators
NEW YEARS EVE
social media. these marketplaces on your radar. (KPIs) to see how you stacked up.
Copyright 2018 ChannelAdvisor Corporation. All rights reserved.Connect and optimize the world’s commerce
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