The Digital Marketing Trifecta
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The Digital Marketing Trifecta

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  • Welcome, my name is Don Davis. I’m the editor in chief of Internet Retailer and I’ll be moderating today’s webinarWe’ll be talking today about some of the hottest topics in e-commerce. That is, how to communicate effectively with each online customer, and how to do that as the customer moves along the path to purchase, very often using a variety of devices. There are technologies that can help online businesses do that, but they have to be made to work together in order to achieve the maximum benefit. The best ways to do that will be the topic of today’s conversation.Our speakers will be: Dave Walters ,Product Evangelist, at marketing automation provider SilverpopandBob Egner , vice president of product management at EPiServer, a provider of content management and e-commerce technology and services, and the sponsor of today’s webinar.After they speak, we’ll take your questions. You can use the question box on your screen to ask questions at any time, and we’ll take them at the end. After the webinar you will all receive an e-mail telling you how to get a copy of the slides.So let’s begin.Before I introduce Dave and Bob, I want to provide some context for their remarks, based on recent trends in online commerce..
  • The first point to make is the obvious one that for retailers e-commerce is becoming more important every year. Last year, online retail grew 17%, while total retail grew only 4%. And that’s been the trend for a decade.
  • I make this point because I so often hear analysts say that stores account for more than 90% of U.S. retail sales. That’s not actually true.In 2013, online sales alone accounted for 5.8% of all sales categorized as retail by the U.S. Department of Commerce, up from 5.2% in 2012. But the Commerce Department counts purchases you can’t really make online, such as gasoline, heating oil and restaurant meals. Taking those out and the web accounted for 8.6% of retail purchases, in 2013 an increase from 7.3% a year earlier.Then there other retail sales that take place outside of stores: phone and mail orders, and door to door sales and Tupperware parties. They account for nearly 5% of retail sales.All told, web and other non-store sales accounted for more than 13% of retail sales in 2013, and stores under 87%. So keep that in mind the next time you hear the 90% claim.
  • I also want to highlight the biggest shift we’ve seen in the past year or so: which is to consumers shipping via mobile devices. As an example, smartphones and tablets accounted for 23% of online sales over Thanksgiving weekend, IBM says. And Adobe reports that sales through mobile phones and tablets were up 80% on Cyber Monday in 2013 versus the previous year.
  • Here’s a statistic that to me sums up the huge shift we’re seeing: 55% of the time consumers spend on retail web sites they’re on a smartphone or a tablet. 44% smartphone, 11% tablet, according to recent comScore data.The percentage of time they’re on a computer is down to 45%, and sinking fast.
  • Here’s another impressive comScore data point: Consumers are now spending twice as much time on the Internet as they did just three years ago. And that’s because we’re all checking our smartphones all day, and often curling up at night, in front of the TV or in bed, with a tablet.So the path to purchase often includes many devices, and retailers have to look good on all of them.One of the big challenges retailers face is to provide convenience and consistency as consumers move from web site to store, and from computers to tablets or smartphones. That will be a big part of what Dave and Bob will be discussing today.
  • And retailers are investing accordingly. As you can see mobile optimization was the top investment priority cited in a recent survey of online retailers by The E-tailing Group.It’s also significant that personalization and targeting, testing, and retargeting—all components of selling online in an effective and personalized way were also high priorities.
  • And it’s not just consumers buying online and through mobile devices.As much as consumers are buying online, businesses, government agencies and other B2B buyers are buying more. Forrester estimates B2B e-commerce was more than double that of consumer online sales last year.
  • That growth also shows up in aggressive e-commerce investment plans by B2B sellers. As you can see, in a Forrester/Internet Retailer survey conducted last fall, 50% of B2B companies said they planned to upgrade their e-commerce technology by 2015. That compares to only 12% of business-to-consumer companies in a separate Forrester survey.And the B2B sellers understand the important of managing content on their web sites, with 52% calling it a priority to invest in web content management tools and 44% pointing to product content management tools.
  • As you continue down the site, all these content blocks combine to create the pageEach block is managed separately, with a rendering defined for each device or screen sizeSo the same block that appears on a web page may look different on a mobile screen or in email
  • As you continue down the site, all these content blocks combine to create the pageEach block is managed separately, with a rendering defined for each device or screen sizeSo the same block that appears on a web page may look different on a mobile screen or in email
  • As you continue down the site, all these content blocks combine to create the pageEach block is managed separately, with a rendering defined for each device or screen sizeSo the same block that appears on a web page may look different on a mobile screen or in email
  • As you continue down the site, all these content blocks combine to create the pageEach block is managed separately, with a rendering defined for each device or screen sizeSo the same block that appears on a web page may look different on a mobile screen or in email
  • As you continue down the site, all these content blocks combine to create the pageEach block is managed separately, with a rendering defined for each device or screen sizeSo the same block that appears on a web page may look different on a mobile screen or in email

The Digital Marketing Trifecta The Digital Marketing Trifecta Presentation Transcript

  • Moderator Don Davis Editor-in-Chief Internet Retailer Panelist Dave Walters Product Evangelist Silverpop Panelist Bob Egner VP, Product Management EPiServer Sponsored by:
  • Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars. 27% 25% 24% 20% 3% 2% 16% 15% 16% 17% 6% 5% 5% 3% 0% -3% 2% 4% 4% 4% -5% 0% 5% 10% 15% 20% 25% 30% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Growth in e- commerce Growth in non- e-commerce retail Annual growth rate 2004-2013, e-commerce versus retail spending* Source: U.S. Commerce Dept., Internet Retailer The web has been growing faster than stores….
  • Stores account for less than 90% of retail sales 7.3% 8.6% 6.0% 8.0% 10.0% 2012 2013 Online as % of adjusted retail sales 5.2% 5.8% 4.5% 5.0% 5.5% 6.0% 2012 2013 Online as % of total retail sales Counting other non-store sales (door to door, phone and mail order), stores accounted for 86.6% of U.S. retail sales in 2013. Sources: U.S. Department of Commerce, 2014 Top 500 Guide
  • Mobile commerce soars • Mobile devices accounted for 23.1% of online retail sales over four-day Thanksgiving weekend: tablets 15.7%, smartphones 7.4%. Source: IBM • Mobile commerce sales grew 80% on Cyber Monday over the same day last year. Source: Adobe
  • Mobile devices account for more than half of time on retail web sites 44% 11% 45% Percentage of time on retail web sites Smartphone Tablet PC Source: comScore Inc.
  • More time online
  • Where e-retailers are investing 42% 30% 28% 27% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Mobile optimization Omnichannel integration Retargeting Personalization & targeting Testing Retailers planning significant investments in 2014 Source: The E-tailing Group
  • B2B e-commerce grows $559 263 $0 $200 $400 $600 B2B B2C B2B versus B2C e-commerce 2013 (in billions of dollars) Sources: Forrester Research, U.S. Department of Commerce
  • B2B investment priorities • 50% of B2B online sellers plan to upgrade their current e- commerce technology by 2015, compared to 12% of business-to-consumers online sellers. • 52% cite as priorities web content management tools and 44% product content management tools. Source: Forrester Research, fall 2014 survey
  • The Digital Trifecta Digital Commerce Web Content Management Marketing Automation
  • Consider the persona and their journey
  • Consider the persona and their journey Great digital experience = Anticipating visitors’ next step and presenting it at the right moment in the right channel
  • Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units The power of browse
  • Volume versus conversion Conversion Shoes Him Her Cart Abandonment • Low volume • High conversion Browse & Process Abandonment • High volume • Lower conversion { {
  • Browse-driven creative 2.2% conv. rate versus 1.6% for broadcast emails
  • Browse-driven creative x 8 categories
  • The ideal mix Program Open Rate Conversion Rate Number of Emails Broadcast 18.1% 1.6% 20,400,000 Purchase Confirm -- 2.4% 398,000 Welcome 34.4% 1.4% 149,000 Browse Remarket 41.8% 2.2% 90,000 Cart Abandon 27.9% 23.1% 11,500 SKU Notify -- 23.9% 8,000
  • 1. Reusable content 2. Structured content 3. Presentation-independent content 4. Meaningful metadata 5. Usable content management Karen McGrane Content Strategy for Mobile Create Once Publish Everywhere (COPE)
  • Brad Frost Atomic Design Create Once Publish Everywhere (COPE)
  • • Catalog and Content broken into small blocks • Responsive blocks can render for small or large screens • Layout allows blocks to adapt to visitor
  • Brad Frost Atomic Design Create Once Publish Everywhere (COPE)
  • Constructed narrative aids research 1. Product Presentation
  • Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs
  • Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs 4. Related Products
  • Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs 4. Related Products 5. Club member reviews
  • Results Explore In store Dig deep At home Purchase Wherever
  • Results Explore In store Dig deep At home Purchase Wherever 88% increase in cart size 92% increase on mobile conversions 76% increase in average time spent on page As measured during the 50 days before and after launch
  • Marketing Automation Web Content Management eCommerce Digital Ecosystem
  • Marketing Automation Web Content Management eCommerce Digital Ecosystem
  • Marketing Automation Web Content Management eCommerce Digital Ecosystem Manage catalog Merchandise products Promote offers Sell and fulfill orders Create, layout content Land traffic Guide to conversion Develop profiles Create, manage rules Reach out to activate
  • Marketing Automation Web Content Management eCommerce Digital Ecosystem Manage catalog Merchandise products Promote offers Sell and fulfill orders Create, layout content Land traffic Guide to conversion Develop profiles Create, manage rules Reach out to activate Desktop  One Web  Mobile Social Mail
  • Marketing Automation Web Content Management eCommerce Digital Ecosystem CRM ERP Analytics Order Mgmt DAM
  • Profile Digital Ecosystem ContentCatalog Marketing Automation Web Content Management eCommerce
  • Digital Ecosystem ProfileContentCatalog Desktop  One Web  Mobile Social Mail
  • The Behavioral Platform Single Identity Behaviors Marketing Database Interaction Engine Automation Multi-channel
  • How it works ProfileContentCatalog • Products, Promotions • Messages • Behaviors
  • How it works ProfileContentCatalog • Products, Promotions • Messages • Behaviors • Segments • Preferences • Traffic
  • How it works ProfileContentCatalog Desktop  One Web  Mobile Social Mail
  • Common cases Scenario Commerce Action Content Action Profile Action Content merchandising Merchandise products inline with content Personalized content based on journey Deliver relevant content through any channel Abandon cart email Cart/product for specific visitor Call to action at next touch point Out of band prompt Profile enrichment Personalized merchandising Personalized content Advanced segmentation
  • • Enriched visitor profile strengthens customer relationship • Combined technology makes great experiences simple • Focused on usability • See the Solution in action at IRCE Key Takeaways
  • Questions?