2009 Philly Search Camp Product Selling Strategies

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2009 Philly Search Camp Product Selling Strategies

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

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