2. 1
Top Nielsen Global Consumer
Confidence Index
Among top 3 fastest growing online
markets globally.
One of the youngest demographic globally.
Second largest telecom market in the world.
Rank 3rd in Internet usage in entire world.
No. 5 in Global Retail Development Index, AT Kearney.
Paradox. India Digital Has Arrived. Show Me The Money!
Retail. India. Global. E-commerce is on the rise.
38 million
Monthly Visitors
43% growth
Annual Visitors
Retail
Online
$31 Spend
Avg. Transaction
91% Cards
CC, Direct Debit
$1.6 billion
E-com Sales Y12
124 million
Monthly Visitors
48 billion
Online Minutes
70 billion
Page Views
75% young
15-34 years
India
Online
900 million
Mobile Users
Data: comScore | ASSOCHAM | Forrester | InternetWorldStats | eMarketer
AT Kearney | Nielsen | Clearwater
2.4 billion
Internet Users
34% reach
World Population
$1 trillion
E-com Sales Y12
18% growth
2013 E-com Sales
Web
Online
1 billion
Retail Visitors
$8.5 trillion
Mid-class spend
3. 2
US Top 10
are mostly
Brick+Click
Brands
Potential. Global Retail E-Commerce
US/UK Brick+Click Brands Cash In.
Brick+Click Brands
in UK Top 15
Is India Inc
Cashing In?
Pure-play
lead India
Online Retail
4. 3
Challenge. E-commerce is Hard. Marketing is Harder.
Recognise Blue and Red Oceans
Content
Shareworthy
Community
Engagement
Campaign
ROI
Commerce
Conversion
Channels
Distribution
5.63% Avg. Conversion Rate on Google AdWords for Search
World’s most valuable brands bet on Content Marketing. Coke. IBM.
FB = 1B monthly active users + 680M mobile. Twitter 500M. G+ 343M.
19% Opens. 3% Clicks for Email Campaigns.
65% Abandon Shopping Cart. 2% E-com Store Conversions.
Feb 2013 Kern. Ranks Poor User Experience for top Indian brands
Tesco profits up 675%. 10 yrs of Big Data/Analytics backed initiatives.
AAPL. FB. GOOG. AMZN. 7 years to turn profitable.
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
EarlyWinsMaturePlayers
Data: MailChimp | invesp | McKinsey | Google
5. 4
Prepare. E-commerce Marketer Maturity Model (E3M) ™
Strategies. Tools. Best Practices.
Content
Shareworthy
Community
Engagement
Campaign
ROI
Commerce
Conversion
Channels
Distribution
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
EarlyWinsMaturePlayers
SEO strategies for increasing E-Commerce traffic
User Experience trends for engaging product catalogs
Demand Generation best practices for E-Commerce
Usability for improving E-Commerce conversions
Role of Analytics and Big Data in E-Commerce ROI
Social Media for Retail industry
E-commerce Ecosystem Play
Content Marketing in Retail E-Commerce
7. 6
SEO strategies for increasing E-Commerce traffic
Relevant content for target group | Quantcast | Demographics
Content affinity
based on adjacent
interests
Content relevancy
based on
demographics
8. 7
SEO strategies for increasing E-Commerce traffic
Use social influencers and author attribution | Google | Influence Score
Influencer on
Google has higher
rank than popular
websites
9. 8
SEO strategies for increasing E-Commerce traffic
Search Engine Watch | 2013 Enterprise SEO Best Practices
17. 16
Content Marketing in Retail E-Commerce
Shareworthy content scales exponentially in value | Coke
‘We want to create ideas
that are so contagious we
actually lose control of
where they go.
We want to inspire
conversation that goes into
places we couldn’t even
imagine.’
Jonathan Mildenhall, Coke
18. 17
Content Marketing in Retail E-Commerce
Days of hard-sell promos are numbered | Red Bull | ContentAffinity
21. 20
Social Media for Retail industry
Product Catalog to Social Streams | Twitter | Stream-to-Cart
Influencer on
channel with 1000s
of Followers +
Re-shares
Product catalog
within social
stream. Click to
cart.
26. 25
Usability for improving E-Commerce conversions
Reducing shopping cart abandonment. Improving store conversions.
• Attention
• Cognitive load: The effects of stress,
interruptions, and multitasking
• Multiple sensory inputs
• Adaptation to information overload
• Visual perception
• Visual acuity and discerning fine detail
• Visual salience: Typography, legibility,
and color and contrast sensitivity
• Gestalt psychology: Perceiving groups of
elements as whole objects
• Eye gaze patterns
• Memory and knowledge
• Memory capacity
• Short-term and long-term memory
• Working memory
• Law of practice and forgetting
• Strategies for information retrieval
• Recognition compared to recall, and why
they matter
• Associative priming and information
scent
• How users select what links to click on
• Mental models
• Language
• Factors that influence reading and
comprehension
• Word and sentence processing
• Types of readers: Normal reading and
skimming
• Scanning: Where people look and don’t
look
• Problem solving and decision making
• Reducing interaction cost
• Persuasion: Perceived value, loss
aversion, scarcity, positive framing
• Social psychology
• How groups change individual behavior
• Social proof and how it applies to
testimonials, reviews, popularity
• Group pressure
• Power of roles and what roles users play
online
• Emotion-driven behavior
• Aesthetics and first impressions
• Pleasurable and desirable experiences
27. 26
Usability for improving E-Commerce conversions
Reducing shopping cart abandonment. Improving store conversions.
Poor content is the main cause
of user failure.
2/3 of the time , users visited a
site with a pre-determined
goal : 35% of visits were to
look for a particulartype of
product (without having a
specific product in mind), and
27% of visits were to look for a
specific product.
1/3 of the time , users visited a
site to see what the site had
to offer . Such visits were often
prompted by the receipt of
an email newsletter or
otherwise learning about sales
or special offers.
Sites must support all four types of use:
• known-item purchases;
• category research , where users identify and buy
products that best match their needs;
• bargain -hunting; and
• browsing for inspiration
28. 27
Usability for improving E-Commerce conversions
Reducing shopping cart abandonment. Improving store conversions.
30. 29
Network
Player
Mashup
Services API
Exchange
Ecosystem of users, devices,
content, players, mashups and
widgets.
Monetizes the Network, enabling
consumer and customer
commerce.
Open API for creating mashups
and community to consume.
Extends Network and Exchange.
Runs content. Shared by
consumers & customers. Player
is viral, helps grow the Network.
Uses services to create external
apps and channels. Lock-in for
content, players.
Social Plugins
Producer
Helps create and configure
content, features, widgets or
players for Exchanges.
Device
Device runs players. A channel
for commerce. Locks-in use of
Exchange, Network, Players.
E-commerce Ecosystem Play
Advanced strategies for sustaining E-commerce leadership
31. 30
Marketers need a portfolio of tools
There is a need for tight systems integrations and unified
processes
edynamic has the ability to
service customers across
numerous needs
-Content Management
-Demand Gen
-CRM
-Business Intelligence
-Data Mining
3
-Campaign Management
33. 32
For You. E-commerce Marketer Maturity Model (E3M) ™
Strategies. Tools. Best Practices
Content
Shareworthy
Community
Engagement
Campaign
ROI
Commerce
Conversion
Channels
Distribution
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
EarlyWinsMaturePlayers
SEO strategies for increasing E-Commerce traffic
User Experience trends for engaging product catalogs
Demand Generation best practices for E-Commerce
Usability for improving E-Commerce conversions
Role of Analytics and Big Data in E-Commerce ROI
Social Media for Retail industry
E-commerce Ecosystem Play
Content Marketing in Retail E-Commerce
India is among the fastest growing online market and has registered a 41% growth in the last 12 months. Internet usage has reached almost 10% penetration in India. With this trend, e-Commerce has shown a very exciting growth trend among travel and retail sites. – comScore, Sep 2012Retail has grown 43% and reaches 60% penetration among online users, but is still below world averages. This shows the immense potential that the retail category holds in India…Retail visitation has an overall reach of close to 72% worldwide and has grown over 13% Y-o-Y. Morethan a billion people worldwide visit retail sites every month. – comScore, 2012--------70B Page Views per Month48B Online Minutes Spent per Month124M Unique Visitors per Month75% of online audience15-34 years, India is one of the youngest online demographic globallyForrester Forecast: India Online Retail Revenues (B2C And C2C), 2012 And 2016--------http://www.assocham.org/arb/general/Forrester_Trends_In_Indias_eCommerc.pdfhttp://www.assocham.org/arb/general/Comscore_%20ASSOCHAM-report-state-of-ecommerce-in-india.pdfhttp://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649#Pz702iQoVCbQtVal.99http://www.nielsen.com/in/en/news-insights/press-room/2012/consumer-confidence-release--q3-2012.htmlhttp://www.clearwatercf.com/documents/sectors/Final_Version_PDF.pdf
http://www.internetretailer.com/top500/list/
A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.
A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.
A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.