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20 Best WooCommerce Plugins For Your Online Store (2021)




39.5% of all websites are powered by WordPress.

WordPress was launched back in 2003 and since then, it has come a long way. It was launched with an intent to offer a Content Management System, a platform for bloggers to showcase their work. However, today it isn’t restricted to blogging websites only. Rather, many eCommerce websites are also into WordPress today.

WordPress was nowhere close to an eCommerce platform from its initial launch like Shopify or BigCommerce, etc. But it was always open to fulfilling its customers’ requirements. To accomplish one such major requirement, WooCommerce and WordPress came together. WooCommerce gave WordPress extended support to stay in the run and compete along with the top eCommerce platforms.

Well, it isn’t anything new that people aren’t aware of. But, to help our new readers who are still not aware of WooCommerce, We’ll like to discuss it in a brief overview before we proceed ahead with the best WooCommerce plugins in 2021.

What is WooCommerce & Why Do You Need It?

WooCommerce is a free WordPress plugin that extends the functionality of your WordPress website following the eCommerce industry.

You might already have a WordPress website offering great content, but what about expanding the limits of your website and start selling goods/services?


WooCommerce transforms your traditional website into a fully-functional online store with a complete shopping cart experience similar to any other reputable online checkout process. The default functionality of the plugin allows you to design a great checkout process, list products & collections, track sales, add categories and tags, etc.

woocommerce market share


Almost 26% of all online businesses are powered by WooCommerce. And more than 6000+ plugins for WooCommerce are available to expand the functionality and flexibility of any type of online business.

I understand that searching out for the most suited plugin from the pool of 6k+ plugins is very hard and often we all choose the wrong one in a jiffy. Well, learning from my own experiences from the past, I have curated a list of the best 20 plugins from 3 major categories, i.e.,

  • Store Development Support
  • Customer Experience
  • Marketing

Let’s start with learning about each of these plugins and how it can be beneficial for your store.

9 Best WooCommerce Plugins For Store Development

Store development is the major concern for online business owners, expanding online market trends have leveled up the competition in the online industry as well. However, you can still take advantage of being a newcomer in the industry by outlining and showcasing the best in you from that of your competitors.

And you can do so simply by developing your store well equipped with everything that your customers might need or prefer.


Starting with the list of WooCommerce plugins for store development, let’s see what’s the best in-store.

1. Product Variation Swatches For WooCommerce

product variation swatches

Customers prefer shopping from those who provide the flexibility to choose their favorable variation of the product like colors, sizes, quantity, etc.

This plugin helps you to add product variations to your online store. Earlier, there used to be a dropdown menu where the available options were listed. Product Variation Swatches for WooCommerce has given a breakthrough to the traditional dropdown menu by replacing it with swatches. These swatches can be circular or square and you might have often seen them on popular shopping websites like Amazon.

Benefits of Product Variation Swatches For WooCommerce

  • An easy and convenient way to showcase product variations to customers.
  • Smartly re-design your storefront.
  • Build confidence among customers for the product with multiple gallery images.
  • Display single attributes on category/shop pages too.

Key Features of this Plugin

  • Add|modify|customize variation swatches(color, text, and image)
  • Show/hide variation swatches on related products
  • Add/Import multiple gallery images for a single variation
  • Add image gallery slider
  • Display “out of stock” or “unavailable” variations with a cross mark
  • Show/hide term label for different variations

And more…

Pricing: $45 for a single site

Explore PluginView Live Demo

2. YITH WooCommerce Wishlist

woocommerce wishlist 600x515 1

I’m not sure if you do it as well but browsing through products and not immediately purchasing them is a common practice. I do the same too(I’m no different when it comes to looking for the best option).


However, the drawback for the customers here is that to save their choice from getting lost, they either add it to the cart and get poked to complete the checkout, or they just simply save the link which doesn’t guarantee the product availability at the later stage.

Hence, you can save your customers from this situation by offering them a different space to save the items that they wish to buy later. YITH WooCommerce Wishlist is your solution.

With this plugin, the customer can simply create a separate list of all the products that they wish to buy in the near time or the future as well.

Benefits of YITH WooCommerce Wishlist

  • Save your favorite items/products for a later purchase
  • Share your wishlist with your relatives, friends, and family to enjoy shopping together

Key Features of this Plugin

  • Show/hide the “Add to Wishlist” button on your shop page
  • Show/hide the “Remove from Wishlist” button for the products existing in the wishlist
  • Customize your wish list table columns
  • Add your favorite product variation to the wishlist with product variation support
  • Add products to the cart directly from the wishlist, etc.

And more…

Pricing: $94.99 for a single site

Explore Plugin – View Live Demo

3. Checkout Field Editor (Checkout Manager) For WooCommerce

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Checkout is the most critical stage for any online transaction. The checkout process holds the potential to make or break your customers. If you remember, earlier when the concept of the online market was initiated, the checkout process used to be very lengthy. A long-form with many fields used to appear including various options for billing, shipping, contact details, etc. However, the checkout process in recent years has witnessed a great custom trim in the fields of the checkout form when compared with earlier ones.


This custom trim of checkout fields motivates your customers because you’re only taking information from them which is crucial to complete the checkout process.

This plugin, Checkout Field Editor for WooCommerce integrates well with WooCommerce. Further, it offers a great variation in options of the checkout fields that you wish to add/remove/modify from your existing checkout process.

Benefits of Checkout Field Editor For WooCommerce

  • The custom checkout process is more conventional and convenient for customers.
  • Even for business owners and marketers, a customized checkout process will help to deal with each client differently, focusing more on their needs like different information is needed for different types of orders. A B2C customer needs to provide basic shipping and contact details in most cases while a B2B client needs to share a few more information than just shipping and contact information.

Key Features of this Plugin

  • 17 custom Checkout field templates to serve every business differently.
  • Different display formats for address
  • Conditional display for fields, validations, and sections
  • WPML compatibility and Zapier support
  • Single click default reset option to undo changes in settings

And more…

Pricing: $39 for a single site

Explore Plugin

4. Save Cart Later

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Although, the wishlist is a preferred functionality added by almost every online seller yet a major section of the audience still prefers to add favorable products to the cart before they look for the competent variants of the same product or a better deal.

Adding products to a cart isn’t an issue until the customer decides to complete the transaction. However, in case they don’t return to complete the transaction, the items in the cart are left abandoned.


To overcome this situation, the concept of “Save your cart for later” came into existence. This plugin provides the same functionality to the customers where they can save their carts with all the added products and can complete the purchase later whenever they wish to.

Benefits of Save Cart Later

  • Retains your customers’ hard searched product variants
  • Minimizes the rate of cart abandonment
  • Enhances the customer satisfaction rate
  • An opportunity to convert guest users into customers by letting them save their products in the cart as guest users only

Key Features of this Plugin

  • Both guest-users and registered customers are open to the “Save Cart for Later” option
  • Restricted access to save the cart for the guest users as the duration is specified by the admin
  • Admin has the authority to select/remove the Save cart option from any individual product or category
  • Customizable button for “save cart”
  • Product vendor compatibility

And more…

Pricing: $49

Explore PluginView Live Demo

5. Enhanced WooCommerce Shipment Tracking

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For any online store selling physical products, shipping is yet another crucial point of consideration. This shipping-based plugin allows the online vendor to integrate with multiple shipping companies from a single WooCommerce store and sync all the related data to provide an easy and convenient shipment tracking environment to your customers.

Benefits of Enhanced WooCommerce Shipment Tracking

  • Integration with different shipping companies to track orders from the store’s website itself
  • Smoothes the customer experience while shipment is in traverse
  • 24/7 order tracking available

Key Features of this Plugin

  • Track orders from the initial stage until the delivery
  • Sync your WooCommerce store with partner shipping companies
  • Initiate custom shipping URL for different shipping companies
  • Email notification to customers for order status updates

And more…

Pricing: $40 for a single site

Explore PluginView Documentation


6. WooCommerce One Click Upsell Funnel Pro

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Upsell and Downsell are often used as marketing hacks to promote sales for any online store. You might have come across many such deals like “people buying product x also but product y” or “upgrade your purchase to make it a combo” and more.

Upselling is a most tested promotional hack to boost sales rate immediately. WooCommerce One-click Upsell Funnel Pro is an indefinite plugin when it comes to functionalities it offers. It helps the admin to run post-purchase offers that customers can add to their shopping bags with just one-click rather than going through all the pages and processes.

Benefits of WooCommerce One Click Upsell Funnel Pro

  • Significantly boosts your customer’s lifetime value
  • Ensures exposure to products with high-profit margins and best-seller ranks
  • Provides best upsell strategy
  • Increase your revenue exponentially
  • Exciting upsell, down-sell offers makes your customers feel more special and connected

Key Features of this Plugin

  • Design upsell strategy with unlimited funnels and number of offers
  • Combined orders for actual and upsell products
  • Trigger upsell offers on specific product categories
  • Multiple secured payment gateways support to accept payments from
  • Responsive upsell, down-sell offer pages
  • Upsell reporting and tracking
  • Special one-time post-purchase offers, etc.

And more…

Pricing: $75 for a single site

Explore Plugin – View Live Demo

7. WooCommerce Multi-Currency

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The most common issue that global vendors experience is the currency translation before making the purchase. Not many global sellers offer currency support and therefore, either they lose a potential customer or they witness a higher rate of refund queries.

So if you’re planning to go global with your WooCommerce store, make sure to ease your customers with the product prices per their regional currency.


WooCommerce Multi-currency plugin does the currency translation for your users in a jiffy. Although this plugin doesn’t hold too many features, yet it can be a crucial one for global aimers and achievers.

Benefits of WooCommerce Multi-Currency

  • Eases out the shopping experience for customers on the global platform

Key Features of this Plugin

  • Admin can select the currencies from the in-built list keeping the base prices of the product in the store’s default currency
  • Customer can choose the currency of their will from the sidebar widget
  • Prices are automatically recalculated after the currency is selected by the customer and is displayed on the product/shop page.

And more…

Pricing: $99

Explore Plugin

8. WooCommerce RMA for Return Refund & Exchange

woocommerce return refund exchange 600x300 1

I don’t think that there is any need to tell the importance of these features for any online store. Return, refund, and exchange are mostly considered as a bane for a business. However, I believe if such an opportunity is utilized well, the customers with return/refund requests can be the most profitable customers for any business.

WooCommerce RMA for Return, refund, and exchange plugin provides a simple and convenient interface to the admin to process the requests received. Also, it provides an option to the admin to restrict the invalid requests. The intelligent technology to use the same payment gateway or an e-wallet for the refund request is the major attraction of this plugin.

Benefits of WooCommerce RMA for Return Refund and Exchange

  • Motivates business to focus on selling more and not returns
  • Maintains cash-flow cycle for the businesses
  • Improves customer satisfaction with speedy processes
  • Minimized manual labor cost with automated return/refund processes

Key Features of this Plugin

  • Easy stock management post-return/refund requests
  • Email notifications to customers on request status updates
  • Admin has the authority to retain coupon amount availed during the purchase while accepting the return/refund queries
  • Customizable refund/order button
  • Advanced e-wallet system
  • Partial order refund/return/exchange/cancel

And more…

Pricing: $79 for a single site


Explore Plugin – View Live Demo

9. ATUM Inventory Management For WooCommerce

inventory management woocommerce 600x338 1

Running a large store efficiently means regular dealing with dispatching ordered products and receiving the returned orders. Since the online market is accessed by multiple users at the same time, keeping track of product inventory gets a little difficult.

The ATUM Inventory Management for WooCommerce plugin is an advanced solution to this hectic issue of maintaining bulk edit updates and product stock inventory reports. The plugin also adds to your convenience by offering various stock filters and extended inventory monitoring features.

Benefits of ATUM Inventory Management For WooCommerce

  • Automatic inventory management system
  • Saves time, energy, and resources
  • Eliminates manual stock reportings and monitoring

Key Features of this Plugin

  • Stock-central statistics dashboard
  • User-friendly and intuitive interface
  • Manage stock by levels
  • Sync stock from different warehouses
  • Export/import inventory records data with XML, CSV, or JSON

And more…

Pricing: Available Free with Premium Add-ons (Individual Pricing)

Explore Plugin – View Demo

6 Best WooCommerce Plugins To Boost Customer Experience

A business cannot survive without its customers. It’s true that customers are considered as kings and are to be served with utmost sincerity and generosity. Making your WooCommerce website customer-friendly is a great approach to make them feel satisfied and more connected with your brand. This will eventually boost your sales and revenue growth rates exponentially.


Many agencies and IT techs came forward with various solutions to help online businesses in improving their customer’s experience. The few most preferred WooCommerce plugins from this genre are listed below.

Let’s check them out!

10. LiveChat for WooCommerce

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It was always easy to connect and communicate with customers on a physical store than online stores. Reason being that you can simply see them face-to-face and understand what they want to share more with their expressions instead of words.

However, this is a major setback for online businesses. Anyhow, face-to-face communication isn’t a feasible option for online businesses, yet providing LIVE chat support and ensuring them 24/7 availability fills in the gap.

LiveChat for WooCommerce plugin is a very simple yet intuitive tool. It’s easy to use. All you need to do is install the plugin, configure the basic settings and wait for your customers to communicate with them.

Benefits of LiveChat

  • Engage with multiple customers at the same time
  • Increases customer satisfaction rate
  • Easier to get feedbacks
  • Improves sales and revenue

Key Features of this Plugin

  • Connect with your customers in real-time with the WooCommerce Live chat module
  • Monitor your customer’s cart while chatting with tracking settings
  • Admin can hold multiple chat sessions

Pricing: Free

Explore PluginView Live Demo


11. WooCommerce Multilingual

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Serving a global audience needs you to be able to serve them in their local language for a better understanding of the products. Now this applies to all from the product description to inventory tracking, and throughout the checkout process as well.

This plugin easily translates your website to the local language selected by your customer. And with website here I mean to signify everything present on your website.

Benefits of WooCommerce Multilingual

  • Offers multiple language choices for your customers
  • Local language support means a better customer engagement rate
  • Attract more traffic to your website

Key Features of this Plugin

  • Automatically translate products (grouped or single), categories, attributes
  • Translate the checkout process in the selected language as well
  • Allows you to run your WooCommerce store with multiple languages and currencies based on customer’s location
  • Send email to customers in the selected language, etc.

Pricing: Free

Explore PluginView Documentation

12. Ultimate WooCommerce Gift Cards

woocommerce ultimate gift cards 571x600 1

“Gift Cards” – this term in itself is full of joy and happiness. The increasing online purchase trends have also given a boost to digital gifting.

Gift cards are very popular these days. They are being used not only as special occasional giftings, rather they have become increasingly popular in corporate giftings as well.

This gift card plugin, Ultimate WooCommerce Gift Cards allows the admin to create and sell gift cards on its WooCommerce stores as a separate product. The customizable template, multiple delivery options, and balance update after each transaction are the major highlights of this plugin. It also allows the customers to share gift certificates on WhatsApp and SMS notifications on Twilio.


Benefits of Ultimate WooCommerce Gift Cards

  • Improves brand image and brand loyalty
  • Attracts potential customers
  • Engage and communicate with new customers
  • Increases sales
  • The better customer satisfaction rate
  • Amplify revenue and growth opportunities

Key Features of this Plugin

  • 20+ pre-defined gift card templates
  • Create, sell digital gift cards
  • Personalize gift cards with easy customization and messaging options
  • Different pricing options available
  • Schedule delivery date for gift cards
  • Automatic balance updates
  • Offline gift cards with PDF support
  • Import/export gift card coupons, etc.

Pricing: $92 for a single site

Explore PluginView Live Demo

13. WooCommerce Social Login

woocommerce social login 600x255 1

A checkout process with long forms can be a real turn off for your customers. Hence, allowing your customers to create an account without taking much of their time as it was for forms was the real idea behind the concept of providing social logins.

WooCommerce Social Login plugin simply allows the users to sign up and create an account on your website with their social accounts in just one-click.

Benefits of WooCommerce Social Login

  • Social sign-ins increase the rate of conversion
  • Let your users connect with you through Facebook, Google, PayPal, etc.
  • Provides a secure and personalized environment to customers

Key Features of this Plugin

  • Link user accounts with social accounts
  • Offer account management tools and peripherals
  • Track social logins for your website, etc.

Pricing: $79

Explore Plugin – View Live Demo

14. Points And Rewards For WooCommerce

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Building a customer loyalty program may sound as easy but trust me it isn’t. We often talk about customer loyalty programs and how it works wonders for any business in building a community of loyal customers.

To help you set up your Points-based program, Points And Rewards For WooCommerce is a great choice to go with. This plugin allows you to enable giving points to your customers for their various activities along with options for them to redeem and track the earned points.


Benefits of Points And Rewards For WooCommerce

  • Builds brand loyalty
  • Increase repeat purchase rate
  • Increases customer conversion rate
  • Improves Average Order Value of your products
  • Free marketing with Word-of-Mouth(Referral marketing)

Key Features of this Plugin

  • Assign points to customers on various activities like sign up, referral, etc
  • Admin can set points for different products
  • Admin can allow points to customers on each $ spend with per currency points feature
  • Automatic points adjustment over refund/return/cancel queries
  • Email notification to users sharing their points balance and expiration period
  • Set points expiration period

Pricing: $99 for a single site

Explore Plugin – View Live Demo

15. WooCommerce Memberships

woocommerce memberships

Member’s community showcases the brand’s power in building its loyal customer base and satisfying them to the fullest.

WooCommerce Memberships plugin does the same for you. It helps you to design a membership program for your loyal customers while entertaining them with various “only-members” activities and offers.

Benefits of WooCommerce Memberships

  • Attracts more loyal and dedicated customers
  • Enhances the brand image

Key Features of this Plugin

  • Admin can sell or assign memberships
  • Schedule content access to members strategically
  • Restrict product viewing, purchasing like activities for members only on specific products and offers
  • Better shipping variants for members

Pricing: $199

Explore Plugin – View Documentation

5 Best WooCommerce Marketing Plugins For 2021

Marketing Plugins for WooCommerce allows the admin and the marketers to keep track of their multiple marketing activities from their WooCommerce store itself. Since managing and tracking the performance of running email campaigns, ad campaigns, etc. can be hard when done from different platforms.

16. HubSpot WooCommerce Integration

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Marketers often prefer to use marketing automation platforms and HubSpot is one of them. It is considered the best inbound marketing automation platform for WooCommerce with ample functionalities.


HubSpot WooCommerce Integration is a ready-to-use software that allows the WooCommerce store owners to sync their store’s real-time data with their HubSpot CRM.

Benefits of HubSpot WooCommerce Integration

  • Sync orders, customers, and products
  • Creates workflows and pipelines to track customers
  • Recover abandoned carts with automated workflows and deals
  • Eases out follow-ups and feedback process
  • Improves customer satisfaction rate
  • Reduces manual labor costs with automated workflows

Key Features of this Plugin

  • Connect and sync all your data in one place
  • eCommerce reporting enables you to track all your products, customers, and orders in one single dashboard. Hence better-selling opportunities
  • RFM analysis to create customer segments
  • HubSpot deals to manage various pipelines
  • Map and sync HubSpot contact fields with WordPress users

Pricing: Free

Explore Integration – View Documentation

17. Mautic WooCommerce Integration

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Mautic is yet another platform that offers a marketing automation environment. This plugin by MakeWebBetter offers a simple integration to sync your eCommerce data with Mautic in real-time. This integration also offers many functionalities like syncing products, orders, tracking contacts, and create personalized email campaigns.

Benefits of Mautic WooCommerce Integration

  • Reduces cart abandonment
  • Improves customer conversion rates
  • Personalized automations reduces manual costs
  • Easy customer segmentation with RFM analysis
  • Real-time data syncing helps you to stay updated

Key Features of this Plugin

  • Sync your eCommerce store’s data over Mautic in real-time
  • Pre-defined segments for customer segmentation with Mautic
  • Mautic custom fields to track customers and orders
  • Dynamic coupon codes and field-to-field sync
  • Mautic website tracking and reporting, etc.

Pricing: $130 for a single site

Explore Plugin – View Documentation

18. MC4WP: Mailchimp for WordPress

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MailChimp is a popular newsletter service. It provides you with a convenient environment to run email campaigns and can hold up to 2000 subscribers in a free list. Hence it is the most preferred choice for online businesses offering newsletters or a similar service to run email marketing campaigns.

Benefits of MailChimp For WordPress

  • Easy subscription process for customers
  • Time-saver and cost-friendly

Key Features of this Plugin

  • Easy installation and account sync with MailChimp
  • Mobile-friendly and optimized sign-up forms
  • Compatible integration with top plugins like WooCommerce, WPForms, Ninja Forms 3, etc.
  • Advanced eCommerce integration
  • Email notifications to customers
  • Details reports & statistics, etc.

Pricing: Free

Explore PluginView Documentation


19. Actionable Google Analytics for WooCommerce

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Google Analytics is a wide platform to track and monitor regularly. It beholds all your eCommerce data from your audience behavior to your campaign’s performances.

This plugin just needs 15 minutes to integrate your WooCommerce store with your Google Analytics account. And the major attraction here is that no coding is required at all. The plugin takes care of the integration process. Thereafter, you may see all your 9 enhanced eCommerce reports that are available in the Google Analytics dashboard on your WooCommerce dashboard.

These 9 reports record the most critical information for any business to grow and flourish with utmost smoothness if analyzed properly.

Benefits of Actionable Google Analytics for WooCommerce

  • Easy installation and configuration
  • Access to enhanced eCommerce reports from Google Analytics
  • Track most common devices your major customers prefer to use
  • Improve conversion via tracking most preferred discounts and payment methods
  • IP anonymization for EU countries, etc.

Key Features of this Plugin

  • Sync all 9 enhanced eCommerce Google Analytics Reports to your WooCommerce dashboard
  • Track Google Ads conversion
  • Track audience, behavior, and conversions in Google Analytics
  • Content grouping
  • Track user id, client id, form fields, product refunds, etc.

Pricing: $135

Explore Plugin

20. Google Ads & Marketing by Kliken

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Google Ads is a popular platform to run online Ad campaigns especially exposing your products on various google platforms like YouTube, Gmail, Google shopping tab, etc.

This plugin by Kliken is the easiest way to promote your products. Just install and sig-up with the plugin to your Merchant account. And you’re done. The rest will be handled by them. They also tend to manage data from your multiple accounts and optimize the accounts for better performance.


Benefits of Google Ads & Marketing by Kliken

  • Expand your audience reach
  • Increases sales
  • Monitor your marketing campaigns performance

Key Features of this Plugin

  • Easy link to your Google Merchant Center Account
  • Daily inventory sync helps you to easily optimize smart product feeds
  • Access free listings on the Google Shopping tab and surfaces across Google
  • Smart Shopping Campaigns over various channels and display networks, etc.

Pricing: Free

Explore Plugin – View Documentation

Are You All Set To Soar High?

Well, if you’re new to the online business and WooCommerce store, you might not need all the plugins listed here from the very start of your online store. However, with time you’ll need to extend your store’s functionality and then you’ll need some or all of these listed plugins with time.

Not taking more of your precious time, I would like to take this opportunity to request you as well that since this list was limited, I know that there may be many more plugins that you might have been using earlier or came across while searching for related functionality. Please drop your mentions in the comments below and let’s extend a helping hand towards all those who require it.

Author: Himanshu Rauthan

Himanshu Rauthan is an entrepreneur, Co-Founder at MakeWebBetter, BotMyWork, and the Director of CEDCOSS Technologies.

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The power of program management in martech



The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.


Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition


Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.


Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.


Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.

As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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2 Ways to Take Back the Power in Your Business: Part 2



2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.


1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 


I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 


Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 


Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 


Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 

ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?


Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 

Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 


But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.


He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 

PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 


Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.

Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 


In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 


Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.


Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform





By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.


But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
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This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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