The Key Factors for Building Your e-business. - Mark Iverson - Digital River


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The Key Factors for Building Your e-business. - Mark Iverson - Digital River

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The Key Factors for Building Your e-business. - Mark Iverson - Digital River

  1. 1. Digital River, Inc. <br />Mark A. Iverson- Group Vice President, DR globalDirect<br />Email- <br />Phone Number- +1-952-253-1234 ext 38583<br />Mobile- +1-612-669-0613<br />
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  3. 3. E-Commerce transactions on a typical day- 300,000 enduser transactions in total!<br />
  4. 4. To be successful you need to target the largest ecommerce markets<br />
  5. 5. The Key Factors for Building Your e-business.<br />
  6. 6. Go to Market Strategies<br />You can go to market with your product or service in an ecommerce environment with very little investment<br />You can build a brand by using basic marketing techniques<br />Distribution is the key to success in building your brand<br />By building an online business, you can save costs and gain efficiencies that are extremely scalable<br />
  7. 7. This Presentation will be available at<br />Thank you<br />Mark Iverson, group vice president, DR globalDirect<br />Email- <br />Phone Number- +1-952-253-1234 ext 38583<br />Mobile- +1-612-669-0613<br />
  8. 8. Appendix<br />
  9. 9. Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />Introduce myself<br />Digital River is the worlds largest ecommerce service provider for software and technology companies in the world. We have over 30,000 clients globally and I am here today to share with you some of the data and trends we see happening with our clients on a global level.<br />The data that I am showing you is proprietary to DR <br />
  10. 10. How many people in the audience manage or work for a software or technology company?<br />How many of you have a company with a website?<br />How many of you have a website that is commerce- enabled? Meaning that you can sell your products or services online.<br />Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />
  11. 11. If one were asked where on line transaction occur the most, it is no big surprise. North America and Western Europe are clearly where all the software and technology online purchases are happening<br />Over the past 3 years we have noticed a significant up-tick in transactions in the APAC region of the world<br />However, we are seeing more of this activity increase from our maturing SMB clients<br />One thing that we find very often, is that most start ups feel more comfortable selling into their own country even though it is not the country with the most sales opportunity<br />The next slide will show you where most of the consumers are purchasing software and technology services online and what country they are purchasing in<br />Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />
  12. 12. Now you know where the consumers are located. It is a completely different snapshot compared to where the vendors are located. Here is the percentage of revenue generated by our vendors and where they are from:<br />This means that if your company is not based in the US or EU, the biggest opportunity for success is outside our your native country<br />The best way to reach enduser and your highest potential for success is to market your products to the west.<br />The easiest and most efficient way to do this is through ecommerce. It is you biggest opportunity for success!<br />Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />
  13. 13. Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />The Top Tools in Your Go to Market Global Strategy<br />Affiliate Marketing- 15%-30% Incremental Revenue- Pay as you go! No upfront investment<br />Affiliates are “sales people” you do not have to pay until they sell something for you<br />Most effective way to have your product placed in many places and increase enduser exposure for your product or brand<br />Affiliates are the best way to drive traffic to your online store<br />Make sure you are competitive in your commission payouts to affiliates<br />More compelling offers get promoted more often<br />Paid Search- 7%-10% Incremental Revenue<br />“pay as you go” advertising<br />Easy to manage and you can create limits<br />Do not compete with the larger players in your space for ad words, it is too expensive (think differently)<br />90% of our clients use Paid search in some form<br />Organic Search- Time investment, no start up dollars needed!<br />Is the cheapest method of generating sales and is necessary for all start ups<br />Probably the most overlooked method of online marketing<br />Make sure you understand how the search engines work in your geographies you are marketing to<br />
  14. 14. Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION<br />The Top Tools in Your Go to Market Global Strategy<br />Free Trial- 2%-5% Incremental Revenue- Pay only when a download or transaction happens!<br />Helps generate word-of-mouth marketing and testimonials<br />Is completely free to endusers<br />Make sure to limit access or limit time and then have a call to action to purchase<br />Advertising- 3%-15% Incremental Revenue<br />Most expensive and inefficient form of brand building<br />Some models are pay for performance, these work best for start ups<br />Becomes more effective and efficient as your brand gets bigger<br />Email- 8%-12% Incremental Revenue<br />Very targeted marketing vehicle<br />Good way to continuously communicate to your endusers<br />Utilize to continue a relationship with our customers<br />A/B Testing- 5%-10% Incremental Revenue<br />Easy to implement<br />Continuously test your site, cart offers<br />Find a champion and conduct another test<br />
  15. 15. Your online business starts with a product or service…and a relationship<br />Product<br />Make sure there is a want or need for your product or service that you are marketing to<br />Make your product better or different than the competition<br />Be sure to create value or a perceived value <br />Competitive Pricing<br />Be aggressive but not too aggressive<br />Western endusers perceive higher prices mean higher quality<br />Be competitive on your commissions<br />Be aware of what commissions your competition is paying their resellers and affiliates<br />Use coupons or rebates to show incremental value<br />Always call out your MSRP when advertising, then call out the savings<br />Distribution<br />The most important part of brand building<br />The more people see your product, the better chance you have to sell it<br />Leverage affiliates and download sites- consider this “free distribution”<br />Marketing Message and Positioning<br /> Call yourself out versus your competition…say what makes your product or service better<br />Communicate any positive reviews or recommendations<br />Submit your product s for review on a regular basis<br />Utilizes press releases, RSS, newsletters and email campaigns to cultivate an ongoing relationship with your endusers<br />