E commerce channels - Mathieu Van de Velde


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How are consumers coming to your e-commerce platform? Which other channels can you invest in?

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E commerce channels - Mathieu Van de Velde

  1. 1. Interaction marketing with the e-commerce consumer Tuesday, June 24, 2014 | Mathieu Van de Velde
  2. 2. This is why you’re here …
  3. 3. This is why you’re here …
  4. 4. This is why I’m here …
  5. 5. First things first.
  6. 6. Define your Targets & KPI’s
  7. 7. One more thing...
  8. 8. Acquisition & Retention
  9. 9. Acquisition Channels
  10. 10. 90% of all internet sessions begin with a simple search source
  11. 11. Search Engine Optimization – Organic Embrace content! Use content for FAQ’s as entry pages Use content of Reviews Use content marketing • blog about tips & tricks Foresee content on Product pages ... And on Category pages OPTIMIZE EVERY PAGE! Use microformats! (www.schema.org)
  12. 12. Search Engine Advertising – CPC
  13. 13. Display Ads – CPC
  14. 14. Display Ads – CPC
  15. 15. Engagement Ads – CPC http://www.thinkwithgoogle.com/products/engagement-ads.html http://www.richmediagallery.com/resources/engagement_ads/
  16. 16. Engagement Ads – CPC http://www.thinkwithgoogle.com/products/engagement-ads.html http://www.richmediagallery.com/resources/engagement_ads/
  17. 17. Google Shopping – CPC
  18. 18. Google Shopping – CPC
  19. 19. Google Shopping – CPC
  20. 20. Comparison Sites – CPC
  21. 21. Facebook Advertising – CPC
  22. 22. Youtube Ads – CPC
  23. 23. Youtube Ads – CPV
  24. 24. Affiliate Marketing – Affiliate Use product feeds in .XML Set up attractive campaigns Give your affiliates the adequate sales material Performance Based ... What are you waiting for? “Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.” -Wikipedia
  25. 25. Retention Channels
  26. 26. Loyalty “According to Bain and Co., a 5% increase in customer retention can increase a company’s profitability by 75%. And if those numbers don’t impress you, Gartner Group statistics tell us that 80% of your company’s future revenue will come from just 20% of your existing customers. Pre- ordering People not only want to receive the product they like, they want to be the first who receive it. So it’s highly desirable to equip your website with a pre-order option. Pre-order option, personalization and provision of unique experience to customers will help you to win leading positions. “
  27. 27. Segmentation of your Target Audience! Personalization! Define conversion paths & flows … Automation! Customer Intimacy!
  28. 28. Remarketing “With remarketing, you can reach customers who have shown an interest in your product or service by visiting your site, and show them relevant ads across the Google Display Network. It's a powerful way to match the right people with the right message.” -Google
  29. 29. Advanced Remarketing
  30. 30. Advanced Remarketing
  31. 31. Advanced Remarketing
  32. 32. CRM – Customer Intimacy + Cross- & Upsell Adult Internet users surveyed chose recommendations from friends as the one type of promotion they consider most worthwhile. (grabstats) Consumers trust friends above experts when it comes to product recommendations (65% trust friends, 27% trust experts, 8% trust celebrities) (grabstats) Offering multiple product views and alternate images leads to 58% more web sales The sale of the additional product will also increase the average gross profit per order. (TynerBlain) Amazon reported 35% of their revenue in 2006 came from cross-sells
  33. 33. CRM – Customer Intimacy + Cross- & Upsell
  34. 34. CRM – Customer Intimacy + Cross- & Upsell Transactional mails • Thank you for your purchase • Your payment has been succesfully received • Your (your product) has been shipped and will arrive tomorrow! => Customer Intimacy
  35. 35. CRM – Customer Intimacy + Cross- & Upsell
  36. 36. CRM – Customer Intimacy + Cross- & Upsell Ask for product reviews in exchange for loyalty points • Did you enjoy your holiday? Fill in surveys in exchange for loyalty points • How are you liking feature x of (your product)?
  37. 37. CRM – Customer Intimacy + Cross- & Upsell
  38. 38. CRM – Customer Intimacy + Cross- & Upsell Ask for birthdays & other events • Make your audience feel that you care • Happy mother’s day! Because you work so hard as a mom, have a 10 euro coupon to spend on our shop on mother’s day. => Segmentation & Personalization
  39. 39. CRM – Customer Intimacy + Cross- & Upsell
  40. 40. CRM Automation http://www.crmsearch.com/marketing-directory.php
  41. 41. Social Media - CRM Use it to: • Bond with the Consumer • Provide Customer Care • Boost Brand advocacy • Inspire • Recruit
  42. 42. CRM – Customer Experience 89 percent of consumers began doing business with a competitor following a poor customer experience. On the flip side, 86 percent said they were willing to pay more for a better customer experience. McKinsey Insights “
  43. 43. Conversions & Channel Attribution
  44. 44. A/B Testing to increase Conversion Rates Constantly test your pages & checkout process • Add testimonials to checkout process • Make registration forms more transparant • Test variations of call to actions • Play around with product & category pages Visual Website Optimizer • http://visualwebsiteoptimizer.com/ Optimizely • https://www.optimizely.com/
  45. 45. A/B Testing to increase Conversion Rates
  46. 46. A/B Testing to increase Conversion Rates
  47. 47. Multi Channel Attribution Attribution is the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion. - Wikipedia “
  48. 48. Multi Channel Attribution
  49. 49. Multi Channel Attribution
  50. 50. Back in the day …
  51. 51. Back in the day …
  52. 52. Take-Aways
  53. 53. E-commerce Dashboard https://www.google.com/analytics/web/template?uid=m-ez2C77QYWAbiAT-aCKNQ
  54. 54. Some suggestions … When I get back to the office When I get back to the office I’ll start testing with new channels When I get back to the office I am going to start with CRM When I get back to the office I will play around with Google Shopping When I get back to the office I’m going to think about segmentation When I get back to the office I’ll download the E-commerce Dashboard When I get back to the office I will start A/B testing right away When I get back to the office I’ll consider Social Media for customer care When I get back to the office I’m going to tell my boss about this event When I get back to the office I will call The Reference for some advice
  55. 55. Q&A
  56. 56. About The Reference
  57. 57. Limoges Ghent Antwerp Amsterdam & Rotterdam Paris Brussels Belgium The Reference, Ghent Emakina Belgium, Brussels Design is Dead, Antwerp Netherlands Emakina.NL, Rotterdam, Amsterdam France Emakina.FR, Paris, Limoges UK Emakina.UK, London Switzerland Emakina.CH, Genève, Lausanne The Reference, part of Emakina Group London Geneva & Lausanne
  58. 58. Group Coverage with Partners
  59. 59. The Reference Core Services User Interface Design CMS Platforms Creative Websites Transactional Websites Mobile Interfaces E-Direct Marketing Search Engine Marketing Campaigns Performance Dashboards Emerging Channels Supported by Emakina/Live Emakina/Social Emakina/Media Supported by Emakina/Motion Emakina/Mobile Supported by Emakina/Think Emakina/Perform Strategic Planning Site Optimization User Goal Scenarios KPI Definition Consulting Concept & strategy Technology & design Management & Marketing
  60. 60. Some clients
  61. 61. The Perform Team
  62. 62. Certified Solution Provider What is the Perform Team? Center of Excellence of The Reference & Emakina Group dedicated to analytics, search engine marketing, social media & conversion optimization. Team of specialist consultants, trained and certified in their area of expertise working groupwide on The Reference and Emakina Clients. Certified Implementation Partner Previously Omniture Certified Partner Previously Nedstat Certified Partner
  63. 63. • KPI Workshops • Analytics Setups & Configurations • Online Advertising  Google Search Network  Google Display Network  Remarketing  Google Shopping  Youtube Advertising  Facebook Advertising  LinkedIN Advertising  Bing Advertising  … • Search Engine Optimization • Inbound & Content Marketing Our Services A/B Testing Social Media Strategy & Conversation Management Social Media Monitoring • Brand monitoring • Competitor Monitoring Online Reputation Management Affiliate Marketing • TradeTracker • … Consultancy & Trainings
  64. 64. Our USP’s Our geographic proximity of our offices in Ghent, Belgium Our previous experience & knowledge gained on multiple projects We are a full service digital agency with a vast network of resources. Not just an SEO & SEA agency Not a traditional strategy but a web traffic approach through content strategy, partially steered by social analytics & insights Open and transparant communication on every level. We’re not a bakery, we do not sugarcoat our product. Highly qualified and trained staff with incentivized Senior profiles.
  65. 65. Our Partners For our Digital Marketing Strategies & Executions we take advantage of a few Strategic Partnerships: • Google Dublin & Belgium • (Google Search, Google Display, Product Listing Ads, … ) • Facebook • (Advertising) • Visual Website Optimizer • (A/B Testing) • Media Forta • (Preferred multilingual partner for native copy in Campaigns & SEO) • Adobe • (Analytics / Omniture, Marketing Cloud, Experience Manager, …) • Selligent • (Interactive marketing & E-mailmarketing)