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2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
2009 Philly Search Camp Product Selling Strategies
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2009 Philly Search Camp Product Selling Strategies

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  • 1. Selling Strategies
    Dave Galgon
    Downtown Ecommerce Partners
    dave@downtownecommerce.com
  • 2. Agenda:
    • My Background / Your Background
    • 3. Your Wants and Needs
    • 4. Presentation Walk-through
    • 5. Q&A
  • Tactical Overview
    CPM
    CPC
    Low Cost / Risk High
    Rev
    Share
    Resource
    Ecommerce Platform with Analytics Package
  • 6. Tier 1: Google Product Search
    Why Use It?
    • It’s Free
    • 7. Easy set-up and management
    • 8. Will continue to play a more
    prominent role in search
  • 9. Tier 2: Email
    What’s it’s Value?
    • Extremely Efficient
    • 10. Customer Retention
    • 11. Marketing to your high-potentials
    • 12. Easy data-mining (RFM)
    Vendors Consider:
    $: IContact.com
    $: MailChimp.com
    $: ConstantContact
    $$: Cheetahmail
    $$: Silverpop
    $$: Responsys
    Different Cost Models:
    CPM / Monthly / etc.
    Chicken and the Egg Problem
  • 13. Tier 2: Affiliate Marketing
    What’s it’s Value?
    • Customer Acquisition
    • 14. One to Many Relationship
    • 15. Natural Marketing Extension
    • 16. Managed Commissions
    • 17. Margin Management
    • 18. Relationship-based
    • 19. Niche and Coupon Sites
    Resource Requirements:
    • Insourced or Outsourced
  • Tier 2: Remarketing
    What is Remarketing?
    Your Site
    Your Targeted Ad
    Customer Visit
    Abandon
    What’s it’s Value?
    • Target customers who have already been to the site with targeted, relevant ads
    • 20. Customer Acquisition and Retention Tool
    • 21. Managed through rev-share and attribution
    • 22. Continually evolving technology
  • Tier 3: CSE and Search
    Paid Search and Comparison Shopping
    What’s their Value?
    • They get you and your products into the game with your competition
    • 23. Both are customer acquisition channels
    Requirements and Risks:
    • PPC Campaigns must be monitored and managed closely
    • 24. Head-to-Head competition will drive up your effective costs
    • 25. To operate at scale often requires use of third-party technology
    The Changing Face of Comparison Shopping:
    • Bing CashBack Shopping
    • 26. Rev-Share possibilities
  • Third Party Tech Help
    Campaign Management
    Analytics
  • 27. Q & A

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