This document provides an overview of online marketing strategies for e-commerce platforms, including acquisition and retention channels. It discusses search engine optimization, paid search advertising, display ads, social media, affiliate marketing, remarketing, CRM, and testing strategies like A/B testing. The goal is to drive traffic from various sources and keep customers engaged to meet business targets and key performance indicators.

1. Marketing en ligne pour
webshops - Online
marketing voor webshops
20 05 2014

2. A quick tour through the different traffic
sources of your e-commerce platform.
(and the ones you don’t have … )
Wednesday, May 21, 2014 | Mathieu Van de Velde
(… yet… )

3. This is why you’re here …

4. This is why you’re here …

5. This is why I’m here …

7. First things first.

8. Define your Targets & KPI’s

10. One more thing...

11. Acquisition & Retention

12. Acquisition Channels

13. 90%
of all internet sessions
begin with a simple search
source

14. Search Engine Optimization – Organic
Embrace content!
Use microformats! (www.schema.org)
Use content for FAQ’s as entry pages
Use content of Reviews
Use content marketing – blog about tips & tricks
Foresee content on Product pages
... And on Category pages
OPTIMIZE EVERY PAGE!

16. Search Engine Advertising – CPC

17. Display Ads – CPC

18. Display Ads – CPC

19. Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/

20. Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/

21. Google Shopping – CPC

22. Google Shopping – CPC

23. Google Shopping – CPC

24. Comparison Sites – CPC

25. Facebook Advertising – CPC

26. Youtube Ads – CPC

27. Youtube Ads – CPV

28. Affiliate Marketing – Affiliate
Use product feeds in .XML
Set up attractive campaigns
Give your affiliates the adequate sales material
Performance Based ... What are you waiting for?
“Affiliate marketing is a type of performance-based marketing in
which a business rewards one or more affiliates for each visitor or
customer brought by the affiliate's own marketing efforts.” -Wikipedia

29. Retention Channels

30. Segmentation of your Target Audience!
Personalization!
Define conversion paths & flows …
Automation!
Customer Intimacy!

31. Remarketing
“With remarketing, you can
reach customers who have
shown an interest in your
product or service by visiting
your site, and show them
relevant ads across the Google
Display Network. It's a powerful
way to match the right people
with the right message.”
-Google

32. Advanced Remarketing

33. Advanced Remarketing

34. Advanced Remarketing

35. CRM / E-mail / ...

36. CRM / E-mail / ...
Transactional mails
• Thank you for your purchase
• Your payment has been succesfully received
• Your (your product) has been shipped and will arrive
tomorrow!
=> Customer Intimacy

37. CRM / E-mail / ...

38. CRM / E-mail / ...
Ask for product reviews in exchange for loyalty points
• Did you enjoy your holiday?
Fill in surveys in exchange for loyalty points
• How are you liking feature x of (your product)?

39. CRM / E-mail / ...

40. CRM / E-mail / ...
Ask for birthdays & other events
• Make your audience feel that you care
• Happy mother’s day! Because you work so hard as a mom,
have a 10 euro coupon to spend on our shop on mother’s
day.
=> Segmentation & Personalization

41. CRM / E-mail / ...

42. CRM Automation
http://www.crmsearch.com/marketing-directory.php

43. Social Media
Use it to:
• Bond with the Consumer
• Provide Customer Care
• Boost Brand advocacy
• Inspire
• Recruit

45. Bonus: A/B Testing
Constantly test your pages & checkout process
• Add testimonials to checkout process
• Make registration forms more transparant
• Test variations of call to actions
• Play around with product & category pages
Visual Website Optimizer
• http://visualwebsiteoptimizer.com/
Optimizely
• https://www.optimizely.com/

46. Bonus: A/B Testing

47. Bonus: A/B Testing

48. Bonus: E-commerce Dashboard
https://www.google.com/analytics/web/template?uid=m-ez2C77QYWAbiAT-aCKNQ

49. Take-Aways

50. Some suggestions …
When I get back to the office
When I get back to the office I’ll start testing with new channels
When I get back to the office I am going to start with CRM
When I get back to the office I will play around with Google Shopping
When I get back to the office I’m going to think about segmentation
When I get back to the office I’ll download the E-commerce Dashboard
When I get back to the office I will start A/B testing right away
When I get back to the office I’ll consider Social Media for customer care
When I get back to the office I’m going to tell my boss about this event
When I get back to the office I will call The Reference for some advice

51. Q&A

53. About The Reference

54. Limoges
Ghent
Antwerp
Amsterdam & Rotterdam
Paris
Brussels
Belgium
The Reference, Ghent
Emakina Belgium, Brussels
Design is Dead, Antwerp
Netherlands
Emakina.NL, Rotterdam, Amsterdam
France
Emakina.FR, Paris, Limoges
UK
Emakina.UK, London
Switzerland
Emakina.CH, Genève, Lausanne
The Reference, part of Emakina Group
London
Geneva & Lausanne

55. Emakina Group Coverage

56. The Reference Core Services
User Interface Design
CMS Platforms
Creative Websites
Transactional Websites
Mobile Interfaces
E-Direct Marketing
Search Engine Marketing
Campaigns
Performance Dashboards
Emerging Channels
Supported by
Emakina/Live
Emakina/Social
Emakina/Media
Supported by
Emakina/Motion
Emakina/Mobile
Supported by
Emakina/Think
Emakina/Perform
Strategic Planning
Site Optimization
User Goal Scenarios
KPI Definition
Consulting
Concept & strategy Technology & design Management & Marketing

57. Some clients

58. The Perform Team

59. Certified Solution Provider
Center of Excellence of The Reference & Emakina Group dedicated to
analytics, search engine marketing, social media & conversion optimization.
Team of specialist consultants, trained and certified in their area of expertise
working groupwide on The Reference and Emakina Clients.
Certified Implementation Partner
Previously Omniture
Certified Partner
Previously Nedstat
What is The Perform Team?
Certified Partner

61. Our Services
KPI Workshops
Analytics Setups & Configurations
Online Advertising
• Google Search Network
• Google Display Network
• Remarketing
• Google Shopping
• Youtube Advertising
• Facebook Advertising
• LinkedIN Advertising
• Bing Advertising
• …
Search Engine Optimization
Inbound & Content Marketing
A/B Testing
Social Media Strategy &
Conversation Management
Social Media Monitoring
• Brand monitoring
• Competitor Monitoring
Online Reputation Management
Affiliate Marketing
• TradeTracker
• …
Consultancy & Trainings

62. Our USP’s
Our geographic proximity of our offices in Ghent, Belgium
Our previous experience & knowledge gained on multiple
projects
We are a full service digital agency with a vast network of
resources. Not just an SEO & SEA agency
Not a traditional strategy but a web traffic approach through
content strategy, partially steered by social analytics & insights
Open and transparant communication on every level. We’re not
a bakery, we do not sugarcoat our product.
Highly qualified and trained staff with incentivized Senior
profiles.

63. Our Partners
For our Digital Marketing Strategies & Executions we take advantage of a few
Strategic Partnerships:
• Google Dublin & Belgium
• (Google Search, Google Display, Product Listing Ads, … )
• Facebook
• (Advertising)
• Visual Website Optimizer
• (A/B Testing)
• Media Forta
• (Preferred multilingual partner for native copy in Campaigns & SEO)
• Adobe
• (Analytics / Omniture, Marketing Cloud, Experience Manager, …)
• Selligent
• (Interactive marketing & E-mailmarketing)