Measured Marketing
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Measured Marketing In Today’s Hyper-Competitive E-tailing Space

Measured Marketing In Today’s Hyper-Competitive E-tailing Space

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Measured Marketing  Measured Marketing Presentation Transcript

  • MEASURED MARKETINGIn Today’s Hyper-CompetitiveE-tailing Space
  • Meet Fifth Gear • Based in Indianapolis since 1983 • Employ 50 locally, over 500 company-wide • Facilities in Missouri & Pennsylvania • What we do: Outsourced Retail Business Services infifthgear.com Ecommerce Technology Services Online Marketing SupportORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Online Retail is Multi-Channel Go Ahead. Try to Measure This!ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Welcome to the World of EcommerceORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • The B2C Analytics Challenge • Abundance of data • Rapidly emerging channels • Unsure what to measure • Multiple management tools available • Difficult to set ROI goals • Result: – The overwhelming nature of day-to-day multi-channel operations gets in the way of appropriate marketing analysis.ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Changes in Online Retail • Site Technology • Social Commerce – Advanced Search • Mobile Commerce – Product Videos – Smart Phones – Abandoned Shopping Carts – Tablet Devices – Consumer Reviews Consumer Behavior in a Social World Find Observe/Lurk Participate Engage Purchase/LinkORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • The Social Commerce Revolution US Social Commerce Sales Sales of physical 2011-2015 $14 goods through online 15 billion social networks are $9 predicted to grow by 10 billion 93% per year in the $5 US, reaching $14 $3 billion billion by 2015. 5 $1 billion Source: Booz & Co. billion At the time of the survey in 0 2010, 27% of shoppers 2011 2012 2013 2014 2015 were willing to buy through social media.ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Measuring Social Conversion • Shoppers who land on retail sites through Facebook or Twitter are less likely to make purchases. Their conversation rates average 1.2% and 0.5% respectively. • Per average order, however, they spend more than those who come through Google. • In fact, shoppers who originated from Twitter spend on average $121.33 – the highest average order value (AOV) of all. Source: RichRelevance Study, MediaPost: “Shoppers Via Twitter Spend More, Online Behavior Impacts Retail” September 14, 2011.ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Mobile Commerce Device-centric Retailing Smartphones & Tablets Mobile Commerce Sales 2010-2016 Mobile commerce $31 35 billion sales will grow to $31 $25 billion in 2016. M- 30 billion 25 $19 commerce sales 20 $14 billion accounted for only 1% 15 $10 billion of ecommerce sales in $6 billion 2010, but will increase 10 $3 billion to 7% in 2016. 5 billion 0 Source: Forrester Research Inc. sales of merchandise excluding digital content such as ring tones and mobile games 2010 2011 2012 2013 2014 2015 2016ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Feeling the Pressure 0 0.1 0.2 0.3 0.4 0.5 External Pressures Driving Mobile and Tablet Adoption Rapidy changing customer expectations 47% High customer adoption rates of mobile 38% devices Proliferation of new marketing channels 28% Increasing customer expectations for 26% cross-channel experience Demographic changes of consumers/buyers 21% (generational, cultural) Source: Aberdeen Group, August 2011ORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • How E-tailers Divvy Up the Marketing Budget 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 Paid search gets the largest allocation in Paid Search 30% the marketing budgets of 158 online retailers Email 16% surveyed in early 2011 Search Engine Optimization 11% by the E-Tailing Group. Affiliate Marketing 7% Search Comparison Shopping Engines 5% marketing, including Retargeting/Behavioral… 4% paid ads and SEO, accounts for 41% Social Marketing 4% of the marketing Dont Know/Other 23% spend. 23% “DON’T KNOW.” Source: The E-Tailing GroupORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Actionable Analytics • Marketing Analytics • Operational KPI’s – Site Stats – Average Order Value – Search Rankings – Shipment Accuracy – Pay Per Click – Shipping Methods – Conversion Rate – Rate of Returns – Customer Segments – CUSTOMER – Targeted Offers SATISFACTION – AbandonmentORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • Data-driven Decision Making • Saves time and money • Helps allocate staff and budget • Gains a better understanding of competition • Allows for strategic planning • Align with corporate strategy • Reveals strengths and weaknesses For retailers: – Pinpoint shopping trends – Improve merchandising – Optimize inventory assortment – Improve retail promotions – Gain visibility across the supply chainORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462
  • It’s a Math ProblemORDER FULFILLMENT + CONTACT CENTER + ECOMMERCE TECHNOLOGY + MARKETING SERVICES infifthgear.com 800.227.4462