Today’s top ecommerce marketing secrets
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SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, ...

SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: http://www.nationalpositions.com/ecommerce-marketing.html

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  • We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
  • 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
  • The same is true online
  • 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
  • 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
  • Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
  • Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids
  • Empty Feed = Empty Business

Today’s top ecommerce marketing secrets Presentation Transcript

  • 1. E-CommerceMarketing Secrets
  • 2. #PLANINJAS@NATL_POSITIONS
  • 3. TODAY’S PRESENTERS• Jana Fun– Marketing Manager, MixRank• David Jaeger – Director of SEM, National Positions• Adam de Jong – Marketing Director, National Positions#PLAninjas
  • 4.  A competitive spy tool for contextual and display ads. See exactly where your competitors are buying traffic andwhich ad copy is generating profit. Data from over 93,000 Google Display Network publishers.MIXRANK#PLAninjas
  • 5.  An industry leading Internet marketing, and one of Inc.Magazine’s fastest growing companies in the US. With over 1,500 clients around the globe and a 95% retentionrate—we know that improving your business is our business. Our dedicated team of Internet marketing and ecommerceexperts can get your products seen, and sold, all over the web.NATIONAL POSITIONS#PLAninjas
  • 6. OVERVIEW• The State of E-Commerce• The Importance of Business Metrics• Competitive Intelligence• Compelling Marketing• SEO: How to Prevail over Panda & Penguin• Advanced PPC Strategies• Product Listing Ads Revealed• Converting Traffic Into Sales• Conclusion#PLAninjas
  • 7. THE STATE OF E-COMMERCESOURCE: IDC, MAR 201235%of the world isonline (2.3Bpeople)+55%340MTweets per day+13,500%MobileAccounts for 10% ofconsumers’ time and12% of internet traffic+67%1BFacebook users+233%4BYouTube views perday+300%23MMonthly uniquevisitors to Pinterest$224BUS E-commercemarket+53%
  • 8. THE WAY WE SHOP NOWPositive consumer reviewsincrease their level of trustin a businessSource: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―LocalConsumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences viavideaNearly 50% of retail sales willbe online or influenced byweb-research this yearThey transition betweendevices while shoppingShoppers use 10+ sourceson average on the path topurchaseSOURCE: IDC, MAR 2012
  • 9. Branding is crucial. Without it you mustcompete on price & shipping alone!?
  • 10. BUSINESS METRICS & TARGETSSource: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―LocalConsumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences viavidea Cost Per Acquisition Targets ROAS or Cost of Sale Branded vs. Non-Branded Call Tracking
  • 11. COMPETITIVE INTELLIGENCESource: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―LocalConsumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences viavideaAdwords Keyword Tool: Seethe search volume of eachkeyword and it’scompetition.Adwords Traffic Estimator:Find out the CPC for yourmost coveted keywords.MixRank: Find out whereyour competitors areadvertising in Display, whichads are working and whattheir doing to make money.
  • 12. COMPELLING MARKETINGCommunicate the value of your offer in 95 characters!1. Qualifiers2. Calls to Action3. Risk Reduction4. Credibility5. Perceived Value6. Product Features
  • 13. POST-PANDA SEO STRATEGY1. Content2. Microformatting/rich snippets3. Fix those broken links4. Fix Canonical tags & unfriendly URLs
  • 14. POST-PENGUIN SEO STRATEGY1. No-follow/disavow toxic links2. Quality links over quantity3. Diversify your linking profile4. Build relationships, not links.5. Creating branding citations
  • 15. GOOGLE’SPRODUCTLISTING ADS#PLAninjas
  • 16. WHAT DO THEY DISPLAY?Top Ads (5)Right Ads (8)- Google.com &Google Shopping- Desktop, mobile &tablet
  • 17. WHY DO THEY MATTERSince launching to all US advertisers in Nov 2010, Product Listing Adshave seen significant growth with advertiser adoption and productimprovementsNov 2010 to Dec 2011PLATraffic+600% traffic growth YoY globally2X CTR vs. text ads
  • 18. 0102030405060708090100Standardized CPA PLA CPAAverage Cost Per Sale Via GoogleShopping is 23% lowerStandardized CPA PLA CPA
  • 19. 0100200300400500600700Mar 2012 Mar 2013Biggest Paid Sales Increase due to PLAsMar 2012Mar 2013
  • 20. 0%20%40%60%80%100%120%140%160%180%Mar 2012 Mar 2013Avg. Paid Sales Increase Due to PLAsMar 2012Mar 2013
  • 21. Text Ads56%PLAs44%Google Shopping % of Sales
  • 22. Better Data Feeds. Better Results. More Sales
  • 23. FAST RESULTS FROM PLAS736%82%1112%53%SOFTWARE CLIENTChannel: Before (30 Days) After (30 Days)GoogleShopping$2,821.02 $23,583.80MOTORCYCLE APPAREL/PARTSChannel: Before (30 Days) After (30 Days)GoogleShopping$11,179.53 $17,111.04AUTO ACCESSORY CLIENTChannel: Before (30 Days) After (30 Days)GoogleShopping$68,514.00 $124,658.00Nextag $2,016.61 $24,436.20
  • 24. PPC: ADWORDS NINJA TIPS Use Pricing In Ads Targeting by Model Number Adwords Scripts Remarketing Tagging vs. Using Analytics URL Category Targeting Dynamic Display Ad Targeting
  • 25. PLA NINJA TIPS Optimized Data Required Product by Product Segmentation Unclick the import from Nextag etc. (bids are waycheaper) Bid Optimization by Product – Prepare for the future byoptimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report tomanage which products show for which keywords
  • 26. CONVERTINGTRAFFIC INTOSALES.#PLAninjas
  • 27. CONVERSION OPTIMIZATION1. Easy and user-friendlynavigation2. Optimized product pages3. Save shopping cartabandoners4. Dynamic remarketing
  • 28. GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations Google Shopping Review & Recommendations Get actionable techniques specifically for yourcampaign goalsDavid JaegerPhone: 818.224.7517Email: Davidj@nationalpositions.com#PLAninjas
  • 29. THANKS FORATTENDING.QUESTIONS ORCOMMENTS?#PLAninjas