Small Business Ecommerce Link Digest – April 11, 2008 Small Business Ecommerce Link Digest – March 28, 2008 Small Business Ecommerce Link Digest – April 11, 2008

Happy Friday, big thinkers. This week’s list is short on ecommerce and long on brand. But, while brand may only play a small in role in customers’ purchase decisions, it plays a huge role in where they might choose to shop.

• First up, we’ve got Ben McConnell interviewing NYU marketing instructor David Vinjamuri about his new book Accidental Branding. My favorite quote, “Customers take cues off of incredibly small things when they make judgments about you.” The ecommerce experience on your site says lots about your brand, too. (Like how I worked in ecommerce somewhere along the way?)
• Many companies are shifting away from traditional brand advertising towards more measurable media, such as paid search. Fred Wilson points out how online media may affect more than just online purchases. So maybe we ought to re-think the definition of “brand advertising,” eh?
• Many readers of thinks don’t have the budgets for traditional brand advertising. Which is OK. In addition to Fred’s tale above, Search Engine Land interviews guitar teacher John Tuggle, a great small business success story. Good read. Good advice.
• If you want to gain new customers using techniques like search, you’d do well to avoid these 6 organic search mistakes. Search Engine Land claims they’re common among B2B marketers, but consumer-facing folks need to watch out for them, too.
• Finally, if your customers aren’t here in the States, Distilled in the UK points out SEO tips for local markets worldwide. It’s a fascinating read regardless of where your customers are.

See everyone next week. Have a great weekend.