diploma in digital marketing - part i · e-commerce –converting 101 presented by: richard hegarty...

Lesson 3

E-Commerce – converting 101

Presented by:

Richard HegartyCourse Educator

Diploma in Digital Marketing - Part I

Lesson 2 Recap

You learnt about Online Reputation Management

We explored Social Media and the different platforms

You developed your skills in Social listening

You gained an understand what to do with negative reviews

Social Marketing and Online Reputation Management

Todays Lesson

You will learn about e-Commerce - scope of the field

You will learn how to define your market

We will explore the customers journey

We will show you the impact of m-Commerce

You will increase your knowledge of the Social aspect

Summary

Course Interaction

Q & A

Let’s Begin

E-commerce

E-commerce

E-commerce - Definition

E-Commerce Definition: Commercial transactions conducted electronically on the Internet. This can be a product, service, or anything else purchased via the internet.

E-commerce - Question

What aspects should you consider with e-Commerce?

E-commerce

E-commerce

E-commerce

E-commerce

M-commerce

m-Commerce

M-commerce –Definition

Commercial transactions conducted electronically by mobile phone.

M-commerce- Question

Why is mobile important when considering e-Commerce?

M-commerce

M-commerce

80% of the internet population made a purchase online in 2015.

71% of shoppers believe they will get a better deal online.

Asia Pacific expected to reach 1.4 trillion by 2020

Online retail sales via mobile - 46% of total Asia Pacific sales in 2015,

In the US there were 191 million online buyers last year.

In the UK 13% of the entire economy comes from online buying.

M-commerce

We need simple

navigation

Minimize scrolling and

keep it vertical only.

Use a clear hierarchy in

menus.

Enjoyable user experience.

Back/home buttons.

M-commerce

Design for our big fat Thumbs

Use large, centred buttons reduce

accidental clicks.

Responsive, Same HTML & URL

Dynamic, same URL, different

HTML.

Separate sites, different URL,

different HTML

M-commerce

Make it Easy to Convert

Reduce the number of steps needed to complete a transaction.

Use Click-To-Call functionality for all phone numbers

Keep forms short and use the fewest number of fields possible.

Use check boxes, lists and scroll menus to make data entry easier.

M-commerce

Make It Local

Have your address or store locator on the

landing page.

Include maps and directions.

Why is mobile important when considering e-Commerce?

E-commerce platform

E-commerce platform

E-commerce platform

It is a software technology solution that allows you to build storefronts (a storefront is any customer or business facing proposition relating to the selling of products and services)

E-commerce- Question

What would you consider when setting up an E-commerce platform?

E-commerce platform

E-commerce platform

E-commerce platform

E-commerce platform

E-commerce platform

Customers Journey

Customers Journey

Customers Journey– Definition

Journey mapping is a tool companies use to help them see what their customers truly want – the real moment's of truth and the ways in which customers go about achieving their needs

Customers Journey - Question

What are the main factors to consider when looking at the customers journey?

Customers Journey

Customers Journey

Around 46% of internet users read reviews and blogs before purchasing online.

Blog postings and social content influence purchases 13% reporting they influence purchases.

84% of online shoppers refer to at least one social media site shopping online.

Customers Journey

Customers Journey

Customers Journey

Customers Journey

Social Commerce

Social Commerce

Social Commerce – Definition

Social commerce is a subset of electronic commerce that involves social media, online media that supports social interaction, and user contributions to assist online buying and selling of products and services. More succinctly, social commerce is the use of social network(s) in the context of e-commerce transactions.

Social Commerce - Question

Why is Social Media important when considering e-Commerce?

Social Commerce

No E-Commerce venture can succeed long term without a well-managed social media presence and sound online reputation.

Would you go to eat at a restaurant that had 2 stars?

This is why big brands spend millions on social media management,

Social E-commerce

E-commerce and social

media support each.

Social media e-commerce

strategy.

How does content add

value.

Customer journey

Social E-commerce

Mobile device revenue via e-commerce is expected to grow to US$638 billion by 2018 – Goldman Sachs

E-Commerce sales in Europe were expected to grow to US$216 billion by 2015 – RetailMeNot

Social E-commerce

Content is Key to Inspiring Actions and Needs

to be as Unique as Possible.

Reputation is Everything.

Tone and Voice can Make or Break a Campaign.

Class Challenge

Class Challenge

Our YouTube channel

Weekly Challenge

#ShawAcademy #ShawDigital

Summary

e-Commerce scope of the field

Define your market

Explored the Customers journey

Impact of m-Commerce

Social E-commerce

Weekly challenge

o Now we can start building on the knowledge

o Attend all of the lessons live to ask Questions in

real time and benefit the most

o We’re here to help, so contact us anytime!

Q&A

• We begin to get into the technicalities of digital marketing

• You will learn about PPC, Google AdWords and Risks of PPC

• You will gain Technical understating and a practical foundation

• We will be really getting into the core areas

Next Lesson is

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PPC – Pay per click advertising

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