+
Context Marketing for eCommerce
Building a marketing experience that
customizes itself

#eCommContext
Sam
@Mallikarjun
Head
an of eCommerce at
HubSpot
Brian
Rogers
Head of
Customer
Success at
Evergage
Ask questions at any time:

Use hashtag
#eCommContext

Use the
GoToWebinar
“If Content is
King, then
Context is
God.”
– Gary Vaynerchuk
Two Types of Data
1

Implicit Data
What you know
about your visitors
based
on their on-site
behavior
2

Explicit Data
What your customers tell you

• Purchase
History
• PreTransactional
Conversions
• Surveys
The Buyer’s Journey
How does context fit into
INBOUND commerce??
Inbound Marketing is…
Instead of interrupting
experiences people love…

Inbound marketers focus
on creating them.
Context marketing is
creating a
personalized
shopping experience
through the
combination of
Explicit and Implicit
data – e...
Turn Website into a sales rep…
Research Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site

Pre-Transactional conta...
Research Phase - Explicit
Pre-Transactional contacts go beyond just
list building, you’re generating future sales
revenue ...
Comparison Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
...
Comparison Phase – Explicit
Once your customer has a fair grasp on
their wants and needs, they can start to
compare option...
Intent Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
• Fr...
Intent Phase - Explicit
In the intent phase, your customer knows
what they want to buy. Now they just has
to decide when a...
Confused? Excited? Ready to go?
You can request a free eCommerce Marketing Assessment by going to
www.HubSpot.com/eCommerc...
THANK YOU
QUESTIONS?
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
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HubSpot + Evergage - Context Marketing for the eCommerce Shopper

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These are traits of traditional marketing - a one size fits all approach to speaking to the public - and it doesn't work. If you want your marketing to be effective you need to talk to people like ... well ... people. Enter context marketing: the new way to do marketing. Context marketing helps you to personalize marketing to your website visitors, business prospects, and customers.

Join us and Evergage in this free on-demand webinar where we will teach all about context marketing. During this short 60 minute presentation you will learn:

The value of context marketing
How experts are using context marketing to see unprecedented results
Methods to tailor context marketing to the eCommerce experience


If you currently work in the eCommerce industry you do not want to miss out on this valuable opportunity. You'd be surprised at how easy it is to scale personalized marketing to the masses, all from monitoring totally anonymous activity. Get ahead of the context marketing game and fill out the form on your left to view this free on-demand webinar.

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  • Implicit data is what you understand about the visitors and customers of your website. It’s taking their click-stream behavior, on-page actions, how they found your site, and other behavioral data and using that to know who your users are and what they are interested in. Just a like a sales rep does in a brick and mortar store – they engage someone when the walk in the store and try to understand what they need. While powerful throughout the buying cycle, it’s especially powerful when you don’t know who the visitor is, so before they’ve ever converted. You have no other data to go on at this time.http://i.istockimg.com/file_thumbview_approve/1670252/2/stock-photo-1670252-working-on-a-notebook.jpg
  • Danny
  • Danny
  • Spend several minutes on this slide.
  • Spend several minutes on this slide.
  • Spend several minutes on this slide.
  • Spend several minutes on this slide.
  • There’s no reason to think that our jobs are going to continue to be this easy. Some of the greatest minds of our time are working on creating an online user experience that people love and converting that into units of value.
  • Anon – Implicit – While in the research phase you want to help guide them to what they need. Don’t put the onus on the customer to do all the research. As they are anonymous, you don’t know a ton about them, but you do know some basic info. So as we discussed, you want personalize the visitors experience with what we know, the goal being to either get them to being a lead (great for LTV) or move to the next phase in the buying cycle. A good sales rep will use this time to help you find the products in their store of interest, and your website shouldn’t be any different. For example, if you know the referring source, why not make the most popular products, content or a relevant offer available directly on the homepage.If you want to get more advanced, maybe you give them a few options and depending on what they pick you learn more – such as category of interest, price sensitivity, and so on.As we also mentioned earlier LTV is something important to consider. We work with some companies that have started doing a lot to generate a larger email list as they ran a study and realized the value of nurturing leads is huge – you can convert them to 1st buyers or get repeat purchases. So why not welcome them with a nice personalized message and offer to get them in your list.
  • Sam (for the personal story)The guide is particularly useful to me because I’m allergic to most metals except stainless steel – no idea why – but I didn’t know that they white gold for wedding rings was an option so she could match my silver color.
  • Anon - ImplicitAt the comparison phase, the customer is going to start drilling into specific products, either comparing several offers on your site or across sites. Implicit data is very valuable at this stage as it can help you identify when someone moves into the comparison phase and let you start marketing to them appropriately. The goal here is to get the visitor to decide to purchase from you. Let’s start at looking at what we know implicitly about the visitor:We know everything we knew before, but now we know Products of interest – has someone looked at the some product more than once? Or spent a long time looking at a product? Frequency of visits – has someone been visiting your site mutliple times recently? That’s a good indicator they are thinking of purchasing.Depths of Research – As they’ve finished their research, you’ll know how thorough they were… did they miss key selling points?Based on what you know, you can again engage the visitor and move them down the buying cycle. As we mentioned, you know how thorough their research was. Here is an example of using a callout message to get the visitors attention, showing them relevant information or selling points they haven’t seen. We’ve had tremendous success using delays on these messages as well.Another great example is combining bounce detection with other behavior. If the visitor is about to leave the site and you know they’re in the comparison phase, you can prompt them with an offer relevant to their products of interest. Get them to become a named lead so you can continue to nurture them during the comparison phase.
  • Anon – implicitNow the customer is ready to purchase. Time to go in for the kill and get them to purchase for you. At this point it’s very possible this is a first time visit that still hasn’t become a named user yet, so we’re still going off a lot of implicit data. The goal here is to get them to purchase from you. Lets take a look at what we implicitly know about the visitor at this point:Everything from the previous stagesShopping cart Details – you know everything about the shopping cart – is the shipping value high or low, how much is the overall value, what they put in the cart, etc.Shopping cart Engagement – has this person visited the cart multiple times but not purchased yet? Have they spent a long time on the cart without checking out?Conversion Factors – this gets more meta, but you can also try to guess at what motivates the buyer – is it price (did they add a lot of discount items to the cart), delivery time (did they adjust the delivery options), persona (you can guess at this based on behavior, or prompt the user with options throughout the buying cycle to learn more).And of course you can you other messages we’ve shown, such as bounce detection, to try and get the visitor to convert to a named contact and let marketing automation kick in.
  • As often as coupons are used, this is really the only phase where they belong. They’re not useful for attracting new contacts, because you’ll attract the wrong kinds of one-night-stand customers. It’s also not useful for blasting your past customer base with, because you can take people who weren’t highly price sensitive before and make them that way by framing the conversation entirely from the perspective of price. Coupons should be used only to accelerate the path through and prevent drop off from the intent phase.
  • HubSpot + Evergage - Context Marketing for the eCommerce Shopper

    1. 1. + Context Marketing for eCommerce Building a marketing experience that customizes itself #eCommContext
    2. 2. Sam @Mallikarjun Head an of eCommerce at HubSpot
    3. 3. Brian Rogers Head of Customer Success at Evergage
    4. 4. Ask questions at any time: Use hashtag #eCommContext Use the GoToWebinar
    5. 5. “If Content is King, then Context is God.” – Gary Vaynerchuk
    6. 6. Two Types of Data
    7. 7. 1 Implicit Data
    8. 8. What you know about your visitors based on their on-site behavior
    9. 9. 2 Explicit Data
    10. 10. What your customers tell you • Purchase History • PreTransactional Conversions • Surveys
    11. 11. The Buyer’s Journey
    12. 12. How does context fit into INBOUND commerce??
    13. 13. Inbound Marketing is… Instead of interrupting experiences people love… Inbound marketers focus on creating them.
    14. 14. Context marketing is creating a personalized shopping experience through the combination of Explicit and Implicit data – engage and guide your customer to success.
    15. 15. Turn Website into a sales rep…
    16. 16. Research Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:
    17. 17. Research Phase - Explicit Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:
    18. 18. Comparison Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site • Product of Interest • Frequency of Visits • Depth of Research Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:
    19. 19. Comparison Phase – Explicit Once your customer has a fair grasp on their wants and needs, they can start to compare options. They might be comparing your product to a competitor’s, or even just comparing product options that you sell. You can send them content that helps them make decisions through email, social, and dynamic content. • Buyer’s Guides • Feature Explanations • Case Studies • Social Proof
    20. 20. Intent Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site • Product of Interest • Frequency of Visits • Depth of Research • Shopping Cart Details • Shopping Cart Engagement • Conversion Factors Get Notified of Price Drop Tip: Shipping is free on orders over $50?
    21. 21. Intent Phase - Explicit In the intent phase, your customer knows what they want to buy. Now they just has to decide when and from whom. In the previous phases, you’ve captured information about what really matters to your customer and when they’re planning to make a move. Now you can leverage that. This is the only portion of the customer’s buying lifecycle that you want to use coupons or other incentive based messaging.
    22. 22. Confused? Excited? Ready to go? You can request a free eCommerce Marketing Assessment by going to www.HubSpot.com/eCommerce And don’t forget to learn more about Context Marketing with Evergage: www.evergage.com/ecom
    23. 23. THANK YOU
    24. 24. QUESTIONS?
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