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E-Commerce & Smart Logistics: Building The Right Digital Foundation

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The rapid growth in online commerce creates chaos for business owners. How do you choose the right tools, tactics, and vendors to ensure success? This presentation will focus on how organizations can position themselves for success in global e-commerce, improving brand visibility and customer experience online.

Key Takeaways:
• Overview of the digital landscape - online access, social, mobile
• Key tactics operations personnel in particular need to focus on
• Key questions to ask vendors when considering new partnerships for building out online experience

Published in: Marketing
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E-Commerce & Smart Logistics: Building The Right Digital Foundation

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016 E-Commerce & Smart Logistics: Building The Right Digital Foundation
  2. 2. Derek Edmond Managing Partner • @DerekEdmond @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  3. 3. What does the international online environment look like, Globally, and in the Americas? QUESTION Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  4. 4. Global Digital Snapshot: Key Indicators • +3.4 Billion active users online • +2 Billion active social media profiles • +3.7 Billion unique mobile users • +1.9 Billion active social media profiles accessing via mobile device Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  5. 5. Global Digital Snapshot: Year on Year Growth • +10% users online (+332 million) • +10% social media adoption (+219 million) • +4% growth in unique mobile users (+141 million) • +17% growth in active social media profiles with access via mobile device (+283 million) Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  6. 6. Digital Snapshot: The Americas • 665 million users online (997 million in region / 67% penetration) • 511 million active social media profiles • 1.072 billion unique mobile users • 437 million active social media profiles accessing via mobile device Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  7. 7. Fast Facts: The Americas • 14% of the population, 19% of internet users, 22% of active social media accounts, and 15% of the mobile connections • Internet Use: 88% North America, 44% Central America, 60% South America • Social Media: 59% North America, 40% Central America, 50% South America • Mobile Connections: 104% North America, 88% Central America, 121% South America • Social / Mobile: 52% North America, 35% Central America, 42% South America • Broadband Access: 92% North America, 37% Central America, 73% South America Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  8. 8. E-Commerce Usage Habits Purchase Behavior Online • 66% of the United States population has purchased something online via desktop or laptop (4th across all countries surveyed) • Notable Countries: 77% in United Kingdom, 60% in Canada, 46% in Russia, and 44% in China Mobile E-Commerce Purchase Behavior • Notable Countries: 43% in South Korea, 34% in China, 27% in the UK and Spain • The US ranked 10th at 26% Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  9. 9. Adoption & Usage Metrics in Key Markets • Argentina: 80% internet penetration, 62% have active social media accounts, 141% with mobile connections; 48% use social via mobile – Top Social Media Profiles: Facebook, WhatsApp, Google+, and Twitter – E-commerce: 71% used PC for research & 50% purchased / 24% purchased via mobile device (in a 30 day timeframe) • Brazil: 58% internet penetration, 49% have active social media accounts, 128% with mobile connections; 42% use social via mobile • Top Social Media Profiles: Facebook, WhatsApp, Google+, Instagram, and Skype • E-commerce: 52% used PC for research & 41% purchased / 21% purchased via mobile device (in a 30 day timeframe) • Mexico: 47% internet penetration, 47% have active social media accounts, 81% with mobile connections; 41% use social via mobile • Top Social Media Profiles: Facebook, WhatsApp, Twitter, and Google+ • E-commerce: 40% used PC for research & 28% purchased / 16% purchased via mobile device (in a 30 day timeframe) Source: We Are Social - http://www.slideshare.net/wearesocialsg/digital-in-2016/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  10. 10. Search Behavior and Growth in Mobile Device Adoption According to official Google statements, more than 50 percent of search queries globally now come from mobile devices. Source: Search Engine Land http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016 Share of online searches (US) initiated on a mobile device, by industry
  11. 11. Top Goals for Digital Marketing Source: Search Engine Land https://www.cmocouncil.org/download-center.php?id=310 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016 According to a report released earlier this year, marketers’ top priorities are a customer-centric focus (79 percent) and brand management (70 percent). 23 percent admitted that their marketing and commerce processes were not working well together, and they are “struggling to connect all of the dots.”
  12. 12. What factors impact e- commerce in today’s online environment? QUESTION Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  13. 13. Google Search Dominance? Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016 Source: Google http://returnonnow.com/internet-marketing-resources/2015-search-engine-market-share-by-country/
  14. 14. What’s About Google Search? • Algorithm updates • Huge penalties for spammers • Better content and marketing practices • Trust Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  15. 15. Domain Architecture Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016 Need Separate Websites? Marketing in North America, South America, Europe, Africa, or Australia? • Not Essential Marketing in Asia (especially Russia, China, or South Korea)? • Should Be Considered
  16. 16. Mobile Integration Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  17. 17. Mobile Integration Source: Google https://www.google.com/webmasters/tools/mobile-friendly/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  18. 18. Mobile Campaign Tactics Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  19. 19. Language Mapping Source: http://www.komarketingassociates.com/blog/seo-strategies-for-multilingual-web-content/ • Keep the content for each language on separate web addresses / don’t mix languages on the web page. • Avoid side-by-side language translations. • Consider cross-linking each language version of a page. • Don’t use cookies to show translated versions of the page and avoid automatic redirection based on the user’s perceived language. • Use robots.txt to block search engines from crawling automatically translated pages on your site. • If content is duplicate or very similar across regional web pages – such as English variation content on a German website – utilize the rel-canonical tag to alert Google to the preferred destination. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  20. 20. Social Media Strategy Performance Source: Salesforce https://www.salesforce.com/form/conf/2016-state-of-marketing.jsp Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  21. 21. Social Media Channels Being Used Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  22. 22. What About “Content Marketing”? Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  23. 23. Content Marketing Tactical Usage (North America) Source: 2016 - 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  24. 24. Additional Resources: • We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide – http://www.slideshare.net/wearesocialsg – https://twitter.com/wearesocial • Salesforce: Every year they release a new “State of Marketing” report covering B2B and B2C marketing trends – https://www.salesforce.com/form/pdf/2016-state-of-marketing.jsp?d=70130000002DzW – https://twitter.com/salesforce • Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest. – https://support.google.com/webmasters/topic/6001981 – https://twitter.com/googlewmc • KoMarketing: http://www.komarketingassociates.com/ and https://twitter.com/komarketing Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  25. 25. Who should I trust??? QUESTION Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  26. 26. 10 Questions To Consider: • Does the vendor ask questions about your business? • How does the vendor explain their process? • What benchmarks does the vendor recommend for measuring performance? • Does the vendor have demonstrable client achievements? • Will (CAN) the vendor provide references applicable to your business? • What members of the vendor’s team will you actually work with? • How does the vendor manage client projects? • How does the prospective vendor keep pace with industry innovation? • How active is the company in the industry? • What's the company's profile and / or company page look like on LinkedIn? Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  27. 27. – We are active participants in a range of industry organizations & affiliations – We contribute to a range of leading publications and industry events Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  28. 28. What KoMarketing Does Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  29. 29. Who KoMarketing Works With Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/alabama2016
  30. 30. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: http://komarketing.com/alabama2016 Questions?
  31. 31. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: http://komarketing.com/alabama2016 Thank You!

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