The Art of Structuring Your     eMarketing Mix             ♫              Steve Gehlen   General Manager, Global eCommerce...
Questions for You
What’s in it for You?• You will most likely think about your eMarketing Mix  in a new way.• If you don’t already know it, ...
The Art of Structuring Your     eMarketing Mix             ♫            Steve Gehlen General Manager, Global eCommerce    ...
eMarketing Mix: Part Science, Part ArtTest & Measure  1) Focus on financial results      Learn from interaction results  ...
7-figure $ start         18 monthssame products, territory, site   100% $ growth
Visits Growth  108%Page View Growth    62%
The AnalogyeMarketing Channels      Music Chords                eMail              I   Search                IV           ...
Root Chord     Primary Channel       I            ? Start & End
Song Structure         IV                    IVChord Progression
Chord progression through time I         IV       I           V        I        -- I N T E N T I O N A L --eMarketing focu...
315% $ growth from previous 18 months          (35% list growth)
Minor Chord                   VIm           Chord progressionI     VIm     I     VIm    I   V   I     adding Affiliate mar...
% of Revenue by Channel                              eMail         Search         Affiliate         0%   10%     20%   30%...
III   IV   I   IV        I   II   V            I                                    Sweepstakes
Relative Revenue by Channel                    eMail   Search   AffiliateSep-09Oct-09                                     ...
What about Social Media?• What we used it for  – Customer listening and response     • Customer Service  – Complimenting a...
The rest of the story…         24 monthssame products, territory, site   69% $ growth
eMarketing Mix: Part Science, Part ArtTest & Measure  1) Focus on financial results      Learn from interaction results  ...
Questions?
Thank you.     steve@gehlen.namelinkedin.com/in/SteveGehlen        @SteveGehlen
Finding the Right eMarketing Mix (and doubling eCommerce revenue along the way): a Musical Journey
Finding the Right eMarketing Mix (and doubling eCommerce revenue along the way): a Musical Journey
Upcoming SlideShare
Loading in...5
×

Finding the Right eMarketing Mix (and doubling eCommerce revenue along the way): a Musical Journey

410

Published on

Presented by Steve Gehlen for InnoTech Austin on October 20, 2011

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
410
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Finding the Right eMarketing Mix (and doubling eCommerce revenue along the way): a Musical Journey

  1. 1. The Art of Structuring Your eMarketing Mix ♫ Steve Gehlen General Manager, Global eCommerce Icebreaker Nature Clothing
  2. 2. Questions for You
  3. 3. What’s in it for You?• You will most likely think about your eMarketing Mix in a new way.• If you don’t already know it, you will learn how songs are structured with chords.• You will have content for your next social status post:“This dude played the banjo during his presentation at the InnoTech eMarketing Summit #keepaustinwierd”
  4. 4. The Art of Structuring Your eMarketing Mix ♫ Steve Gehlen General Manager, Global eCommerce Icebreaker Nature Clothing
  5. 5. eMarketing Mix: Part Science, Part ArtTest & Measure 1) Focus on financial results  Learn from interaction results 2) Treat everything as a pilot  Manage internal expectationsManage Time 1) Prioritize & Slice 2) Buy some time  Contract outside expert help 3) Earn some time  Grow revenue to hire additional people
  6. 6. 7-figure $ start 18 monthssame products, territory, site 100% $ growth
  7. 7. Visits Growth 108%Page View Growth 62%
  8. 8. The AnalogyeMarketing Channels Music Chords eMail I Search IV Social V Result$ Song
  9. 9. Root Chord Primary Channel I ? Start & End
  10. 10. Song Structure IV IVChord Progression
  11. 11. Chord progression through time I IV I V I -- I N T E N T I O N A L --eMarketing focus through timeeMail Search eMail Social eMail
  12. 12. 315% $ growth from previous 18 months (35% list growth)
  13. 13. Minor Chord VIm Chord progressionI VIm I VIm I V I adding Affiliate marketingeM A eM A eM S eM
  14. 14. % of Revenue by Channel eMail Search Affiliate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11
  15. 15. III IV I IV I II V I Sweepstakes
  16. 16. Relative Revenue by Channel eMail Search AffiliateSep-09Oct-09 Buy Some TimeNov-09 (contract help)Dec-09Jan-10Feb-10Mar-10Apr-10May-10Jun-10 Jul-10 Earn Some TimeAug-10 (hire help)Sep-10 SweepstakesOct-10Nov-10Dec-10Jan-11Feb-11
  17. 17. What about Social Media?• What we used it for – Customer listening and response • Customer Service – Complimenting a campaign or promotion • Outbound messaging• Separate strategies – Twitter: Media & Influencers – Facebook: Consumer engagement – YouTube: Product information
  18. 18. The rest of the story… 24 monthssame products, territory, site 69% $ growth
  19. 19. eMarketing Mix: Part Science, Part ArtTest & Measure 1) Focus on financial results  Learn from interaction results 2) Treat everything as a pilot  Manage internal expectationsManage Time 1) Prioritize & Slice 2) Buy some time  Contract outside expert help 3) Earn some time  Grow revenue to hire additional people
  20. 20. Questions?
  21. 21. Thank you. steve@gehlen.namelinkedin.com/in/SteveGehlen @SteveGehlen

×