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The Digital Marketing Trifecta

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The Digital Marketing Trifecta

  1. 1. Moderator Don Davis Editor-in-Chief Internet Retailer Panelist Dave Walters Product Evangelist Silverpop Panelist Bob Egner VP, Product Management EPiServer Sponsored by:
  2. 2. Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars. 27% 25% 24% 20% 3% 2% 16% 15% 16% 17% 6% 5% 5% 3% 0% -3% 2% 4% 4% 4% -5% 0% 5% 10% 15% 20% 25% 30% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Growth in e- commerce Growth in non- e-commerce retail Annual growth rate 2004-2013, e-commerce versus retail spending* Source: U.S. Commerce Dept., Internet Retailer The web has been growing faster than stores….
  3. 3. Stores account for less than 90% of retail sales 7.3% 8.6% 6.0% 8.0% 10.0% 2012 2013 Online as % of adjusted retail sales 5.2% 5.8% 4.5% 5.0% 5.5% 6.0% 2012 2013 Online as % of total retail sales Counting other non-store sales (door to door, phone and mail order), stores accounted for 86.6% of U.S. retail sales in 2013. Sources: U.S. Department of Commerce, 2014 Top 500 Guide
  4. 4. Mobile commerce soars • Mobile devices accounted for 23.1% of online retail sales over four-day Thanksgiving weekend: tablets 15.7%, smartphones 7.4%. Source: IBM • Mobile commerce sales grew 80% on Cyber Monday over the same day last year. Source: Adobe
  5. 5. Mobile devices account for more than half of time on retail web sites 44% 11% 45% Percentage of time on retail web sites Smartphone Tablet PC Source: comScore Inc.
  6. 6. More time online
  7. 7. Where e-retailers are investing 42% 30% 28% 27% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Mobile optimization Omnichannel integration Retargeting Personalization & targeting Testing Retailers planning significant investments in 2014 Source: The E-tailing Group
  8. 8. B2B e-commerce grows $559 263 $0 $200 $400 $600 B2B B2C B2B versus B2C e-commerce 2013 (in billions of dollars) Sources: Forrester Research, U.S. Department of Commerce
  9. 9. B2B investment priorities • 50% of B2B online sellers plan to upgrade their current e- commerce technology by 2015, compared to 12% of business-to-consumers online sellers. • 52% cite as priorities web content management tools and 44% product content management tools. Source: Forrester Research, fall 2014 survey
  10. 10. The Digital Trifecta Digital Commerce Web Content Management Marketing Automation
  11. 11. Consider the persona and their journey
  12. 12. Consider the persona and their journey Great digital experience = Anticipating visitors’ next step and presenting it at the right moment in the right channel
  13. 13. Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units The power of browse
  14. 14. Volume versus conversion Conversion Shoes Him Her Cart Abandonment • Low volume • High conversion Browse & Process Abandonment • High volume • Lower conversion { {
  15. 15. Browse-driven creative 2.2% conv. rate versus 1.6% for broadcast emails
  16. 16. Browse-driven creative x 8 categories
  17. 17. The ideal mix Program Open Rate Conversion Rate Number of Emails Broadcast 18.1% 1.6% 20,400,000 Purchase Confirm -- 2.4% 398,000 Welcome 34.4% 1.4% 149,000 Browse Remarket 41.8% 2.2% 90,000 Cart Abandon 27.9% 23.1% 11,500 SKU Notify -- 23.9% 8,000
  18. 18. 1. Reusable content 2. Structured content 3. Presentation-independent content 4. Meaningful metadata 5. Usable content management Karen McGrane Content Strategy for Mobile Create Once Publish Everywhere (COPE)
  19. 19. Brad Frost Atomic Design Create Once Publish Everywhere (COPE)
  20. 20. • Catalog and Content broken into small blocks • Responsive blocks can render for small or large screens • Layout allows blocks to adapt to visitor
  21. 21. Brad Frost Atomic Design Create Once Publish Everywhere (COPE)
  22. 22. Constructed narrative aids research 1. Product Presentation
  23. 23. Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs
  24. 24. Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs 4. Related Products
  25. 25. Constructed narrative aids research 1. Product Presentation 2. Product Description 3. Tech Specs 4. Related Products 5. Club member reviews
  26. 26. Results Explore In store Dig deep At home Purchase Wherever
  27. 27. Results Explore In store Dig deep At home Purchase Wherever 88% increase in cart size 92% increase on mobile conversions 76% increase in average time spent on page As measured during the 50 days before and after launch
  28. 28. Marketing Automation Web Content Management eCommerce Digital Ecosystem
  29. 29. Marketing Automation Web Content Management eCommerce Digital Ecosystem
  30. 30. Marketing Automation Web Content Management eCommerce Digital Ecosystem Manage catalog Merchandise products Promote offers Sell and fulfill orders Create, layout content Land traffic Guide to conversion Develop profiles Create, manage rules Reach out to activate
  31. 31. Marketing Automation Web Content Management eCommerce Digital Ecosystem Manage catalog Merchandise products Promote offers Sell and fulfill orders Create, layout content Land traffic Guide to conversion Develop profiles Create, manage rules Reach out to activate Desktop  One Web  Mobile Social Mail
  32. 32. Marketing Automation Web Content Management eCommerce Digital Ecosystem CRM ERP Analytics Order Mgmt DAM
  33. 33. Profile Digital Ecosystem ContentCatalog Marketing Automation Web Content Management eCommerce
  34. 34. Digital Ecosystem ProfileContentCatalog Desktop  One Web  Mobile Social Mail
  35. 35. The Behavioral Platform Single Identity Behaviors Marketing Database Interaction Engine Automation Multi-channel
  36. 36. How it works ProfileContentCatalog • Products, Promotions • Messages • Behaviors
  37. 37. How it works ProfileContentCatalog • Products, Promotions • Messages • Behaviors • Segments • Preferences • Traffic
  38. 38. How it works ProfileContentCatalog Desktop  One Web  Mobile Social Mail
  39. 39. Common cases Scenario Commerce Action Content Action Profile Action Content merchandising Merchandise products inline with content Personalized content based on journey Deliver relevant content through any channel Abandon cart email Cart/product for specific visitor Call to action at next touch point Out of band prompt Profile enrichment Personalized merchandising Personalized content Advanced segmentation
  40. 40. • Enriched visitor profile strengthens customer relationship • Combined technology makes great experiences simple • Focused on usability • See the Solution in action at IRCE Key Takeaways
  41. 41. Questions?

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