scalable ecommerce strategies 2014 - #idf london 21.10.2013
DESCRIPTION
Dr Dave Chaffey CEO, Co-founder at Smart Insights (Marketing Intelligence) Limited Driving growth in local markets through creating scalable Ecommerce marketing strategies. Businesses selling in different markets face the challenge of creating strategies that fit the demand and resources available in local markets of different sizes. The Author of Emarketing Excellence, Dave Chaffey, CEO of Marketing Planning Advice site SmartInsights.com explore approaches that can be used to develop and implement effective strategies to drive growth according to the size of market. Dave also looks at approaches to build strategies and resources based on his experience in training and consulting with many international brands including 3M, BP, HSBC, Microsoft, North Face, Royal Canin and Nokia. The talk focused on retail-specific examples.TRANSCRIPT
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Scalable
Ecommerce
Strategies
2014
21st November 2013
Dr Dave Chaffey
SmartInsights.com
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About Dave Chaffey About Dave Chaffey
• A professional
trainer in E-
marketing since
1997
• Author of 5
bestselling
marketing books
now in their 4th and
5th edition
• Manages
SmartInsights.com
a marketing advice
site with paid
members in over 50
countries
• Insights Director at
agency
ClickThrough
Marketing
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The challenge of scalability!
Source: Boston Consulting Group
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The challenge of scalability
Digital infrastructure team
Brand, UX and style guidance
Applications management
SEO guidance
Web analyst
Web development team
Business requirements
Web designers
Web developers
QA & Testing
Content publishing team
Global content editing
Social media community management
Translation management
Central digital marketing teams
Local country team or brand/product line teams
Online country
manager
Online brand/product
manager
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Reality is more complex! Virtual Trade Team
4 VM’s, 1 data analyst + trade manager
EU Digital Marketing team
Manager and EU Marketing Manager FR, DE, NL, ES + Manager
Webmaster
Dave Elston (prepared this chart)
2 X webmasters
Project Management
Country managers
Retail operations
Head of Ecommerce
Source: Dave Elston, Clarks Worldwide
presentation to Practicology
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Growth example: ASOS.com
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Managing across multiple markets
1. Identify the levers
and KPIs
2. Create a strategy
with long-term vision
3. Manage through
90 day plans, tests
and dashboards
across RACE
activities.
The SmartInsights improvement process
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9
Recommendation:
Create a
Success Map
for Digital Marketing
Define what is core
to your Vision
Example of Ishikawa or Fishbone diagram
Growth Hacking post
Map, measure and prioritise your many success drivers!
10 http://bit.ly/smartgraphics
Simplify a little
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n Searches
% Brand
Reach Awareness
and visits
Unique
visitors Bounce
rate
Revenue
per visit
Page views/
visit
Act Interaction
and Leads
nLeads %
Conversion
to lead
Goal value
per visit
Average
order value
Convert Sales and
Profit
nSales %
Conversion
to sale
Sales
value
n Brand
mentions
Engage Loyalty and
Advocacy
% active
customers % Customer
conversion
% existing
sales value
Volume Quality Value
RACE KPI dashboard
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Improving Reach
Key Trends
Increased micro-targeting options
Mobile targeting
Engagement through Visual Apps
Quality SEO signals
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Selecting the best communications mix
REACH
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Effectiveness (potential sales volume)
Inve
stm
en
t (r
eso
urc
e n
ee
de
d)
SEO
AdWords
Remarketing
custom audiences
AdWords
on desktop
Social
amplification
Media related
PR
Influencer
PR Integrated
engagement
campaigns
Blog
marketing
Vertical niche
campaigns
Sponsored
Tweets
Making the smart investments for Reach
FBX
Retargeting
Promoted Posts
AdWords
mobile
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Search
Excellence is core
of acquisition
growth:
Agility
Analysis
Action
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Structured keyphrase research
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Getting SEO right locally 1. Content – requires depth
and detail “Epic/Nuclear”
2. Different types of content
give traction
3. Author authority and social
signals matters
4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin
6. Great design matters
7. Guest posting comes
under increased scrutiny
8. Social continues to exert
a powerful influence
9. Mobile performance and
compatibility matter
10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
Q. How do you benchmark SEO success at market level?
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Using of attribution to assess media effectiveness
Recommendation:
Use Google’s
Multichannel
Funnels and
Attribution Models to
report effective
touchpoints
REACH
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Ongoing challenges of Enhanced Campaigns
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Increasing InterACTion
Key trends
Invest in multichannel experience
Communicating the local OVP
Interactive content marketing
Investment in outreach
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Investment in Brand OVP/YouTility
Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP
> Marketing Mix
Branded
Content Marketing Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
Help me do my job / live my life
Help me develop / learn
Help Make me look good
Help Entertain Me!
Help me Select and Use Products
http://bit.ly/smartovp
PLAN
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25
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Cliches are true
The French are much more ‘emotional’
Less internal search and navigation, much more use of links in content/graphics etc
Shop by end use (ie workwear).
Fashion and inspirational features work well and get high engagement
Purchase when need to purchase- much later start to season
Source: Dave Elston, Clarks Worldwide
presentation to Practicology
Deeper customer insight
for cultural customisation
Cliches are true
Germans are fastidious
Shop by product type- shoes/boots
Shoe Technology is very important
Planned purchases- market is quickly into new season
They like to use internal search and left hand nav.
Lots of calls to the call centre about shoes purchased many many years ago
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The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Your content marketing challenges?
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Research Findings
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Evaluating content and
social media marketing investments
Criteria?
Rev/visit
Demand+
lead gen
Amplify
Brand fit
SEO
Longevity
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Matrix
Presentation title Author's name 22 November, 2013 Confidential
http://bit.ly/smartercontent
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Increasing Conversion
Key trends
Evolutionary site design / growth hacking
Mobile CRO
Improvements to Universal Analytics
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CRO at Asos.com
36 Bps = basis points 1/100th of a %
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Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pag
e o
r p
rod
uct
po
pu
lari
ty (
vie
ws)
or
page v
iew
variance (
com
pare
d t
o a
vera
ge)
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The commercial importance of mobile
Source: Forrester
6.8% mobile phone (exc Tablet) of all Ecommerce sales
€ 6 billion
UK
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The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
88% Debenhams customers use mobile to browse vs. 12% purchase
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Run-of site RWD example
Search > Browse > Buy
Practical Mobile Tip: Make sure site is “upwardly responsive”
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5.
Evalu
ate
ap
p r
ele
van
ce o
r
eff
ecti
ven
ess
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Promoting apps on mobile homepage
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Improving Engagement
Key trends
Customer satisfaction and feedback
Social media marketing
Engaging Email marketing
Wearable computing and lifelogging
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Making use of Voice of Customer feedback tools
http://bit.ly/smartfeedback
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Retention email marketing options?
Presented by Grant Baillie of Argos at Email marketing conference, with permission
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Local email
challenges:
Onboarding
Merchandising
Personalisation
Delivery
Timing
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Getting serious about behavioural email
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opens Litmus
% Email Opens across desktop and mobile
Litmus blog
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Trend 17: Mobile email popularity
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Scalable email improvements
Source: Philips presenting on PlantoEngage.com
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Using event-triggered emails – Marketing Automation / Re-marketing example
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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Let’s Connect!
Questions & discussion welcome
SmartInsights.com
Free planning templates
www.smartinsights.com
Relevant channels www.smartinsights.com/interational-
marketing
www.smartinsights.com/ecommerce
Email Newsletter www.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
https://plus.google.com/u/0/10625135037962
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