Making the Most of Online Marketing in Today’s Economy - Ecmod 2010

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  • You’ve got to make the hard decisions. And make them quickly. If it’s not working for you – stop doing it
  • Be sure you’re making the right decision No holes in your analysis You know your customer lifetime value (so how much you can afford to spend on recruitment) you know what the overlaps are between channels your tests are valid – the numbers and the way you did it
  • LOTS of new technology around with low testing / set up costs Youtube (FCUK buy from video thing) facebook ads ppc site links on google Be ready to test these – it might be perfect for you
  • You can’t afford to stop marketing to prospects You’ve got to keep replenishing your housefile
  • Fail to plan, plan to fail
  • Is the website working well? Are the products on the homepage in stock? If the website’s working well then all your investments in traffic are going to yeild more
  • Google base – a well optimised feed can be worth 4 figures per month plus no running costs Google planes – if you have shops offers on dispatch notes
  • So if they’re 65+ F’b and twitter are less likely to be affective Check the analytics to see how they’re using your site
  • The industry moves at such a pace And your business needs are changing
  • Useful list – have you considered all of these? If not why not? If it was a “no” – how long ago?
  • Making the Most of Online Marketing in Today’s Economy - Ecmod 2010

    1. 1. Making the Most of Online Marketing in Today’s Economy Panel Discussion Thursday 7 th October 2010 indiumonline.co.uk indiumonline.co.uk/blog
    2. 2. Chlo ё Thomas <ul><li>2002-2004 Barclays Bank </li></ul><ul><ul><ul><ul><ul><li>Online and Direct Marketing for Retail Customers </li></ul></ul></ul></ul></ul><ul><li>2004-2006 Past Times </li></ul><ul><ul><ul><ul><ul><li>Direct Communications Manager </li></ul></ul></ul></ul></ul><ul><li>2006-2007 Ardington </li></ul><ul><ul><ul><ul><ul><li>Head of E-Commerce </li></ul></ul></ul></ul></ul><ul><li>2007- Indium Web Management </li></ul><ul><ul><ul><ul><ul><li>Managing Director & Chief Consultant </li></ul></ul></ul></ul></ul><ul><li>Indium Web Management </li></ul><ul><ul><ul><ul><ul><li>Online marketing from strategy to tactics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Largely for Retailers – high street and mail order </li></ul></ul></ul></ul></ul>indiumonline.co.uk indiumonline.co.uk/blog
    3. 3. <ul><li>Zena Smith </li></ul><ul><li>Online Marketing Manager at Pia Jewellery </li></ul><ul><li>10 years experience in Online Marketing and communications </li></ul><ul><li>Meg MacMillan </li></ul><ul><li>20 years experience in Merchandising across different retail sectors </li></ul><ul><li>Last 13 years spent working for multi channel companies including Past Times and Charles Tyrwhitt </li></ul><ul><li>Lee Carpenter-Johnson </li></ul><ul><li>Over 15 years of leadership success in multi-channel retail </li></ul><ul><li>Experienced in web start-ups, web operations, marketing, online buying, customer care and strategic planning for the online world </li></ul>indiumonline.co.uk indiumonline.co.uk/blog
    4. 4. <ul><li>10 Ideas </li></ul><ul><li>Q, A & Discussion </li></ul>indiumonline.co.uk indiumonline.co.uk/blog
    5. 5. 1. Be Ruthless indiumonline.co.uk indiumonline.co.uk/blog
    6. 6. 2. Be sure you’re making the right decisions indiumonline.co.uk indiumonline.co.uk/blog
    7. 7. 3. Be agile indiumonline.co.uk indiumonline.co.uk/blog
    8. 8. 4. Don’t ignore acquisition indiumonline.co.uk indiumonline.co.uk/blog
    9. 9. 5. Plan indiumonline.co.uk indiumonline.co.uk/blog
    10. 10. 6. Get the basics right indiumonline.co.uk indiumonline.co.uk/blog
    11. 11. 7. Take advantage of the little free things indiumonline.co.uk indiumonline.co.uk/blog
    12. 12. 8. Remember who the customer is indiumonline.co.uk indiumonline.co.uk/blog
    13. 13. 9. Regularly review how efficient your methods are indiumonline.co.uk indiumonline.co.uk/blog
    14. 14. <ul><li>Very likely to work </li></ul><ul><li>Email </li></ul><ul><li>PPC </li></ul><ul><li>SEO </li></ul><ul><li>Base </li></ul><ul><li>Places/Maps </li></ul><ul><li>Depends on business </li></ul><ul><li>Affiliates </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Advertising </li></ul><ul><li>Blog </li></ul>10. Quick channels checklist indiumonline.co.uk indiumonline.co.uk/blog
    15. 15. <ul><li>Be Ruthless </li></ul><ul><li>Be sure you’re making the right decisions </li></ul><ul><li>Be Agile </li></ul><ul><li>Don’t ignore acquisition </li></ul><ul><li>Plan </li></ul><ul><li>Get the basics right </li></ul><ul><li>Take advantage of the little free things </li></ul><ul><li>Remember who the customer is </li></ul><ul><li>Regularly review how efficient your methods are </li></ul><ul><li>Quick channels checklist </li></ul>Discussion Time indiumonline.co.uk indiumonline.co.uk/blog

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