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THE STATE OF ECOMMERCE
MARKETING REPORT, 2014
Analyzing industry trends and data

Sam Mallikarjunan
Sam

@Mallikarjunan
Head of Ecommerce Marketing

@HubSpot
1

Inbound Marketing
Inbound Marketing is…
Instead of interrupting
experiences people love…

Inbound marketing focuses
on creating them.
How Inbound Marketing Works
… and what tools you can use.
Inbound Marketing Adoption Is On The Rise
Does your company do inbound marketing?”

60%
55%

50%

40%

30%
22%
20%

10%

0...
B2B Leads In Inbound Marketing Adoption
Does your company do inbound marketing?”

70%

60%

60%
54%

50%

40%
IM - Yes
IM ...
Blogging Adoption Is Rising
Does your company have a blog or similar content channel?

33%
Yes
No
67%
Frequent Blogging Is Critical
72% of people who saw ROI from Inbound Marketing blog at least once a week, and people who b...
Blogging Drives More Customers From
Organic & Direct Traffic
69% of companies whose major source of customers was from org...
Companies that blog have an easier time
proving ROI than SEO/PPC-only companies
30.00%
26%
25.00%

24%
22%

20.00%

15.00%...
Educational Content Leads To Higher ROI
80%

76%

70%

60%

50%

40%

Coupons
Educational Content

30%

20%
12%
10%

0%
IM...
2

Lifecycle Marketing
The Conventional Linear
Buying Process
So easy, pretty, and simple to understand, ain’t it?
It’s not an end-state
It’s an infinite loop
More marketers are adopting
pre-transactional conversions

17%

12%
Coupons
Educational Content (Guides, Feature
Sheets)

...
Research Phase
Marketers are not just building a contact
list, they’re generating predictable future
sales revenue that th...
Marketers Aren’t Measuring
60% of ecommerce marketers don’t know their abandoned cart rate

6%
6%
26%

7%

0 – 10%
11 – 20...
Abandoned Cart Nurturing Effectiveness
Majority of ecommerce marketers that do measure cart abandonment don’t effectively ...
B2C Marketers More Likely To Nurture Carts
B2C companies are 128% more likely to nurture abandoned carts than B2B marketer...
Email Still Most Popular Cart Nurturing Channel
Social Media and Direct Phone Call are surprisingly high

8%

4%

Email

1...
Cart Abandonment May Not Be Such A Bad Thing

Spending After Cart Nurturing

9%
14%
More than original amount spent
46%

L...
Educational Content Leads To More Spending
45%
40%

38%

35%
29%

30%
25%
20%

16%

15%

15%

10%
5%
0%
Educational Conten...
But Coupons Are Still Most Popular Content

10%

7%
7%
Ebooks

14%

Webinars

18%

Customer Reviews
Coupon Codes

Newslett...
Timing Matters In Abandoned Cart Value Recovery
100%
90%
80%

56%
11%
4%

70%

4%

60%
50%

4%

40%
30%

70%
10%
3%

20%

...
Product-related Content Helps Consumers Decide
To Buy
60%
52%
50%

40%

37%

30%

20%

17%

13%
10%

6%

8%

5%

5%

0%
De...
Communication Personalization Is On The Rise
65% of businesses are investing in some form of customer-specific personaliza...
3

Customer Centricity
Now focus shifts to increasing The
Customer Life Time Value
“But I get my business through
word-of-mouth…”
…there’s a math for that!
On a scale of 1 to 10 (one being very unlikely an...
Customer Centricity Is On The Rise
How would you describe your company?

8%
20%

Sales focused

25%

Customer focused
Prod...
Customer Centricity = Customer Happiness Obsession

100%

95%

90%
80%
70%

69%

60%
50%

Sales focused
Customer focused

...
Smaller Businesses Are More CustomerCentric
How would you describe your company?
45%
42%
40%
40%
35%
35%

30%

29%
27%
25%...
Customer Centric Companies See Higher ROI
Companies that saw ROI by company focus

50%
44%

45%
40%
35%
30%
25%
21%

21%

...
Customer LTV Is A Profitable Focus
Companies that saw ROI by LTV focus rating

4%

26%
Very important
Somewhat important
S...
THANK YOU
QUESTIONS?
State of Ecommerce Marketing, 2014
State of Ecommerce Marketing, 2014
State of Ecommerce Marketing, 2014
State of Ecommerce Marketing, 2014
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  • rencontre, rencontre en ligne, site de rencontre, site de rencontre en ligne, rencontre mariage, site de rencontre mariage, amour, site de rencontre amour, amitié, rencontre amour, rencontre amitié, site de rencontre amitié, mariage chat vidéo, tchat, tchat room, rencontre tchat vidéo, rencontre tchat room, site de rencontre tchat room, www.revescom.com
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  • Sam
  • Sam
  • Sam
  • Sam
  • Spend several minutes on this slide.
  • 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.
  • DannyWe have to start considering customers acquired as a unit of economic investment
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  • Transcript of "State of Ecommerce Marketing, 2014"

    1. 1. THE STATE OF ECOMMERCE MARKETING REPORT, 2014 Analyzing industry trends and data Sam Mallikarjunan
    2. 2. Sam @Mallikarjunan Head of Ecommerce Marketing @HubSpot
    3. 3. 1 Inbound Marketing
    4. 4. Inbound Marketing is… Instead of interrupting experiences people love… Inbound marketing focuses on creating them.
    5. 5. How Inbound Marketing Works … and what tools you can use.
    6. 6. Inbound Marketing Adoption Is On The Rise Does your company do inbound marketing?” 60% 55% 50% 40% 30% 22% 20% 10% 0% Yes No
    7. 7. B2B Leads In Inbound Marketing Adoption Does your company do inbound marketing?” 70% 60% 60% 54% 50% 40% IM - Yes IM - No 30% 24% 21% 20% 10% 0% B2B B2C
    8. 8. Blogging Adoption Is Rising Does your company have a blog or similar content channel? 33% Yes No 67%
    9. 9. Frequent Blogging Is Critical 72% of people who saw ROI from Inbound Marketing blog at least once a week, and people who blog are 155% more likely to see ROI from Inbound Marketing. 28% Blogging - Yes Blogging - No 72%
    10. 10. Blogging Drives More Customers From Organic & Direct Traffic 69% of companies whose major source of customers was from organic & direct traffic blog at least once a week 80% 70% 69% 60% 50% 40% 31% 30% 20% 10% 0% Blogging - Yes Blogging - No
    11. 11. Companies that blog have an easier time proving ROI than SEO/PPC-only companies 30.00% 26% 25.00% 24% 22% 20.00% 15.00% 13% 14% 14% Blog Focused SEO & PPC Focused 10.00% 5.00% 0.00% Proving the ROI of our marketing activities Securing enough budget Understanding my contacts database
    12. 12. Educational Content Leads To Higher ROI 80% 76% 70% 60% 50% 40% Coupons Educational Content 30% 20% 12% 10% 0% IM ROI - Yes
    13. 13. 2 Lifecycle Marketing
    14. 14. The Conventional Linear Buying Process So easy, pretty, and simple to understand, ain’t it?
    15. 15. It’s not an end-state It’s an infinite loop
    16. 16. More marketers are adopting pre-transactional conversions 17% 12% Coupons Educational Content (Guides, Feature Sheets) 9% Aspirational content No non-transactional offers 58%
    17. 17. Research Phase Marketers are not just building a contact list, they’re generating predictable future sales revenue that they can analyze.
    18. 18. Marketers Aren’t Measuring 60% of ecommerce marketers don’t know their abandoned cart rate 6% 6% 26% 7% 0 – 10% 11 – 20% 21 – 30% 9% 31 – 40% 41 – 50% 51 – 60% 11% 18% 61 – 70% Greater than 70% 19%
    19. 19. Abandoned Cart Nurturing Effectiveness Majority of ecommerce marketers that do measure cart abandonment don’t effectively recover them 2% 4% 2% 7% 0 – 10% 11 – 20% 7% 43% 21 – 30% 31 – 40% 41 – 50% 12% 51 – 60% 61 – 70% Greater than 70% 23%
    20. 20. B2C Marketers More Likely To Nurture Carts B2C companies are 128% more likely to nurture abandoned carts than B2B marketers 90% 84% 80% 70% 63% 60% 50% Yes 40% No 37% 30% 20% 16% 10% 0% B2B B2C
    21. 21. Email Still Most Popular Cart Nurturing Channel Social Media and Direct Phone Call are surprisingly high 8% 4% Email 14% Social Media Blog Direct Phone Call 5% 59% Direct Mail Other 11%
    22. 22. Cart Abandonment May Not Be Such A Bad Thing Spending After Cart Nurturing 9% 14% More than original amount spent 46% Less than original amount spent Don't spend at all Other 31%
    23. 23. Educational Content Leads To More Spending 45% 40% 38% 35% 29% 30% 25% 20% 16% 15% 15% 10% 5% 0% Educational Content Coupon Codes
    24. 24. But Coupons Are Still Most Popular Content 10% 7% 7% Ebooks 14% Webinars 18% Customer Reviews Coupon Codes Newsletter 13% Direct Mail Other 31%
    25. 25. Timing Matters In Abandoned Cart Value Recovery 100% 90% 80% 56% 11% 4% 70% 4% 60% 50% 4% 40% 30% 70% 10% 3% 20% 3% 10% 0% 0% 1 – 24 hours 25 – 48 hours 49 – 72 hours More than original amount spent 3 - 7 days Less than original amount spent After 1 week
    26. 26. Product-related Content Helps Consumers Decide To Buy 60% 52% 50% 40% 37% 30% 20% 17% 13% 10% 6% 8% 5% 5% 0% Description of the product (Text and/or Text & Pictures) Additional product recommendations More than original Product how-to videos Less than original Product Guides / Ebooks
    27. 27. Communication Personalization Is On The Rise 65% of businesses are investing in some form of customer-specific personalization in their marketing 40% 37% 36% 35% 30% 30% 27% 25% 20% Email Website 15% 11% 10% 8% 10% 7% 5% 0% Important Somewhat Important Somewhat Unimportant Not Important
    28. 28. 3 Customer Centricity
    29. 29. Now focus shifts to increasing The Customer Life Time Value
    30. 30. “But I get my business through word-of-mouth…” …there’s a math for that! On a scale of 1 to 10 (one being very unlikely and 10 being very likely), how likely are you to recommend the Fakasonic VT30 to a friend looking to purchase a new TV?
    31. 31. Customer Centricity Is On The Rise How would you describe your company? 8% 20% Sales focused 25% Customer focused Product focused Marketing focused 40%
    32. 32. Customer Centricity = Customer Happiness Obsession 100% 95% 90% 80% 70% 69% 60% 50% Sales focused Customer focused 40% 30% 26% 20% 10% 4% 0% Very important Somewhat important
    33. 33. Smaller Businesses Are More CustomerCentric How would you describe your company? 45% 42% 40% 40% 35% 35% 30% 29% 27% 25% 25% 23% 23% Small (1 - 50) Medium (51 - 200) 19% 20% Large (More than 200) 15% 11% 10% 8% 5% 5% 0% Customer focused Product focused Sales focused Marketing focused
    34. 34. Customer Centric Companies See Higher ROI Companies that saw ROI by company focus 50% 44% 45% 40% 35% 30% 25% 21% 21% 20% 15% 9% 10% 5% 0% Sales focused Customer focused Product focused Marketing focused
    35. 35. Customer LTV Is A Profitable Focus Companies that saw ROI by LTV focus rating 4% 26% Very important Somewhat important Somewhat unimportant 69%
    36. 36. THANK YOU
    37. 37. QUESTIONS?
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