Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ecommerce Trends 2018

2,740 views

Published on

A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.

Published in: Marketing
  • Do This Simple 2-Minute Ritual To Loss 1 Pound Of Belly Fat Every 72 Hours  http://ishbv.com/bkfitness3/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Here is top 10 Ecommerce Trends To Follow In 2018: https://www.cloudways.com/blog/latest-ecommerce-trends/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Ecommerce Trends 2018

  1. 1. 1 eCommerce Marketing Trends 2018 15 questions to assess your readiness Event City, Manchester, 11th October 2017 @DaveChaffey, co-founder of digital marketing advice site SmartInsights.com www.slideshare.net/Smart-Insights
  2. 2. 2 Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Specialist Digital Marketing consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
  3. 3. 3 Q1 Do you have a digital transformation programme?
  4. 4. 4 Q2 Is your lifecycle marketing effective and efficient?
  5. 5. 5 Customer lifecycle touchpoint review – gaps and optimisation needed!
  6. 6. 6 Please select the SINGLE marketing activity that you think will make the largest commercial impact in 2018 for your business? • 1 Organic search • 2 Paid search • 3 Organic social • 4 Paid social • 5 CRO • 6 Email / Marketing Automation • 7 Machine Learning and Predictive Analytics
  7. 7. 7 Source: 15 applications of AI Q3 Are you reviewing AI opportunities?
  8. 8. 8 Q4 Are you testing Conversational UI?
  9. 9. 9 Q5 Are you harnessing Google’s SERP features?
  10. 10. 10 Q6 Are you investing in programmatic and supporting martech: DMPs / CDPs? Source: Latest IAB/PwC full year figures
  11. 11. 11 Q7 How can YouTube support your marketing?
  12. 12. 12 Q8 Are you REALLY mobile AND desktop optimised? NOT simply mobile first!
  13. 13. 13 How do your conversion rates compare?
  14. 14. 14 Q9 Are you mobile adaptive rather than responsive?
  15. 15. 15 Example of brand messages: USPs and OVPs
  16. 16. 16 Example of testing USPs/OVPs • An A/B test that included USPs on the homepage resulted in a 6.2% increase in new visitor conversion rate and a 3.7% increase in overall conversion rate. • Following this, Eurostar created targeted messaging for registered users to increase the number of registrations on site to help improve their customer insights. • Generating significant double-digit increases in conversions for new users Source: Monetate case study
  17. 17. 17 Rules-based Machine-driven AB testing 1:1 Optimisation Segmentation Q10 Are you using all these personalisation techniques on site? Source: Monetate / Retail Week
  18. 18. 18 • Rules-based, audience targeting • Outright control over messaging • Significant opportunities, however remember…segments can be diverse • Examples include: • New vs returning • Device • Marketing source • Brand/product affinity • Purchase behaviour Double digit increase New Visitor Conversion Results: Source: Monetate case study
  19. 19. 19 Q11 How sophisticated is your email targeting?
  20. 20. 20 Q12 Are your promo panels dynamic?
  21. 21. 21 Q13 Are you ready for GDPR?
  22. 22. 22 Q14 Have you reviewed your capabilities? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
  23. 23. 23 Q15 Do you have the skills to compete? Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan
  24. 24. 24 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey www.slideshare.net/Smart-Insights

×