This document discusses common myths about selling online and provides strategies for effective ecommerce. It begins by debunking myths such as that an online store is easy to run or will make a fortune. It then outlines how to think of an online store like a physical shop with features to encourage browsing and sales. The rest of the document provides overviews and tips for key online marketing channels including search engine optimization, pay-per-click advertising, display advertising, email marketing, social media, and mobile strategies. It emphasizes the importance of having an overall online marketing strategy and testing different channels.
Product Management and the Search for Product Market Fit Intelligent_ly
Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Product Management and the Search for Product Market Fit Intelligent_ly
Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012John Thyfault
This presentation will walk you through the top areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.
This guide will walk you through the basics of conversion rate optimization—from why it matters in the first place to how you can go about building your testing and optimization.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
Make Your Website Sell! Chamber Of Commerce PresentationMorgan Wylie
How thinking differently will substantially impact on your online success. Included are some atypical (and rarely discussed) approaches, strategies and tips which will give your online business the competitive edge.
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...Etela Ivkovic
Need to make improvements to your website and are unsure where to start? The DragonSearch digital marketing workshops: http://www.dragonsearchmarketing.com/digital-marketing-consulting-training/ are designed to train organizations on how to most effectively use marketing strategies to attain their goals and achieve success. In addition, our team of experts run local workshops aimed at helping small businesses better understand how to utilize these tactics.
This presentation outlines our workshop on Improving Your Website. Held by senior Dragons Etela Ivkovic and Ralph Legnini, it covers topics including:
• SEO
• Branding
• Content Development
• Usability
• Information Architecture
• Analytics
• Conversion Rate Optimization
• Content Optimization
• NAP
This is a great way to learn the basics of website improvements, whether you are starting with a new website or are rebuilding an existing site. We invite you to learn more about this topic in the two part series on our blog: http://www.dragonsearchmarketing.com/how-to-improve-your-website-workshop-part1/.
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
Improving Your Website - 9 Tips for Making it Effective for Your Business Gems Solutions
A common theme among small businesses and nonprofits is they don’t know what their website is doing for them. Many don't update their website and don’t even know how much traffic they’re getting. This presentation will give you 9 ideas about how you can improve your website today!
Where technology meets marketing. How is the # and . affecting our ski world?.SKI
Most businesses know by now that social media can be a powerful and cost effective marketing tool. However, what most people don’t realize is that using the right landing page, domain name and hashtags in your social media posts can be critical for achieving success. In this first-of-its-kind SIA session, you’ll learn how to make the most of your landing pages, domains and social media to stand out amongst the noise on the Internet.
Online Ads Targeting Basics with Google, Facebook, and LinkedInElijah Litscher
An overview of starting paid advertising campaigns on three popular platforms, including how to target prospects for B to C and B to C, mistakes to avoid, pro tips, and how to measure success
Why Today famous hotels are opting out of OTA's, expedia, booking.com etc. ?
The presentation explains why and what are those big guns doing now. What strategies are they implementing.
We have tried explaining it in a term that a non technical person can also understand and benefit from the content.
we speak about increasing brand awareness and improving sales in terms of room nights and other revenue generation methodology, we at ima-appweb.com are focused on creating digital marketing strategies, brand awareness programs, graphics, creatives, booking engines and payment gateway, which can be used together as one product.
Building a successful multichannel sales and marketing strategyJ Sainsbury plc
Jon Rudoe, Sainsbury’s Director of Online, Digital & Cross-Channel recently spoke at the Internet Retailing Expo 2014 about building a successful multichannel sales and marketing strategy. I talked about our £1 billion online grocery business, how customer service is an important part of the growth of our online business, the power of Nectar data in multichannel retail and some our other initiatives from Click and Collect to eBooks and in store digital shopping.
PPC Rescue Workshop, OMS 2012, Santa Clara, CA Oct 24, 2012John Thyfault
This presentation will walk you through the top areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.
This guide will walk you through the basics of conversion rate optimization—from why it matters in the first place to how you can go about building your testing and optimization.
In this presentation I am going to cover such topics, like:
What is a landing page
Types of landing pages
The Anatomy of a Perfect Landing Page
Landing Page Optimization. What to Test on Landing Pages
Measuring Landing Page Performance
Make Your Website Sell! Chamber Of Commerce PresentationMorgan Wylie
How thinking differently will substantially impact on your online success. Included are some atypical (and rarely discussed) approaches, strategies and tips which will give your online business the competitive edge.
How to Improve Your Website: The Role & Importance of SEO, Branding, Content,...Etela Ivkovic
Need to make improvements to your website and are unsure where to start? The DragonSearch digital marketing workshops: http://www.dragonsearchmarketing.com/digital-marketing-consulting-training/ are designed to train organizations on how to most effectively use marketing strategies to attain their goals and achieve success. In addition, our team of experts run local workshops aimed at helping small businesses better understand how to utilize these tactics.
This presentation outlines our workshop on Improving Your Website. Held by senior Dragons Etela Ivkovic and Ralph Legnini, it covers topics including:
• SEO
• Branding
• Content Development
• Usability
• Information Architecture
• Analytics
• Conversion Rate Optimization
• Content Optimization
• NAP
This is a great way to learn the basics of website improvements, whether you are starting with a new website or are rebuilding an existing site. We invite you to learn more about this topic in the two part series on our blog: http://www.dragonsearchmarketing.com/how-to-improve-your-website-workshop-part1/.
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
Improving Your Website - 9 Tips for Making it Effective for Your Business Gems Solutions
A common theme among small businesses and nonprofits is they don’t know what their website is doing for them. Many don't update their website and don’t even know how much traffic they’re getting. This presentation will give you 9 ideas about how you can improve your website today!
Where technology meets marketing. How is the # and . affecting our ski world?.SKI
Most businesses know by now that social media can be a powerful and cost effective marketing tool. However, what most people don’t realize is that using the right landing page, domain name and hashtags in your social media posts can be critical for achieving success. In this first-of-its-kind SIA session, you’ll learn how to make the most of your landing pages, domains and social media to stand out amongst the noise on the Internet.
Online Ads Targeting Basics with Google, Facebook, and LinkedInElijah Litscher
An overview of starting paid advertising campaigns on three popular platforms, including how to target prospects for B to C and B to C, mistakes to avoid, pro tips, and how to measure success
Why Today famous hotels are opting out of OTA's, expedia, booking.com etc. ?
The presentation explains why and what are those big guns doing now. What strategies are they implementing.
We have tried explaining it in a term that a non technical person can also understand and benefit from the content.
we speak about increasing brand awareness and improving sales in terms of room nights and other revenue generation methodology, we at ima-appweb.com are focused on creating digital marketing strategies, brand awareness programs, graphics, creatives, booking engines and payment gateway, which can be used together as one product.
Building a successful multichannel sales and marketing strategyJ Sainsbury plc
Jon Rudoe, Sainsbury’s Director of Online, Digital & Cross-Channel recently spoke at the Internet Retailing Expo 2014 about building a successful multichannel sales and marketing strategy. I talked about our £1 billion online grocery business, how customer service is an important part of the growth of our online business, the power of Nectar data in multichannel retail and some our other initiatives from Click and Collect to eBooks and in store digital shopping.
B2B buyers are increasingly influenced by social, mobile, and other digital channels. This presentation shows why B2B companies should adopt digital strategies in order to nurture leads along the buyer path and enable dialogue for their sales teams.
25 ways for a hotel to increase occupancy Joshua Miranda
25 ways for a hotels can increase their occupancy through Hotel website, Facebook, Twitter, Instragram, Pinterest, Flickr, SEO, Google analytics, Four-square, Trip advisor, and OTA's
Presentation I have done in a Sloan software class on sales, sales management, and sales strategy. Particularly applicable to companies doing b2b selling.
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: From choosing a merchant to link strategies to reporting to commissions, we’ll answer a baker’s dozen of the most frequent affiliate questions, with time to ask your #1 question too.
Opportunities And Scope of Promoting Businesses Of Bangladesh Using IneternetAbul Kashem
How to Utilize Search , Social and Other Online Promotion Tools for Promoting Businesses from Bangladesh Online. This was presented at AdComm - the leading Advertising Company in Bangladesh By Abul Kashem
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Is Your Marketing Funnel Broken?: Uniting Lead Nurturing & Search StrategiesBFO
Creating a comprehensive plan to nurture leads and drive them down the funnel can be difficult. Check out what Steve Krull and Liz Ryan have to say about you can do to unite marketing strategies across the funnel and bring in new business.
[Srijan Wednesday Webinars] Strategies to Convert Your Website Visitors to LeadsSrijan Technologies
Websites make a very effective lead generation option, if used smartly. So marketers spend a lot on driving traffic to their website via SEO, SEM, Content Marketing and other strategies. Naturally, conversion of these website visitors to leads is of high interest and importance for marketers and business owners.
In this webinar, we covered simple strategies and tactics that one can use to increase the visitor to lead conversion from website.
When you are just starting your company, digital marketing can be overwhelming: where do you start, what do all the terms mean, what is SEO, etc.? This presentation is a high-level overview of the building blocks for a digital marketing campaign, a digital marketing 101.
Google AdWords Introduction PPT - Swikrit MalikSwikrit Malik
Google AdWords is an advertising service by Google for companies wanting to show ads on Google and its own marketing system.
The AdWords program empowers businesses to specify a budget for advertisements and just pay when folks click the ads. The advertising service is mainly focused on "keywords".
Similar to Driving Online Sales - Jill Culbertson, Developing your online marketing strategy 22 March 2012 (20)
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2. Ecommerce Myths
× Its Easy
× Its Cheap
× Everyone is doing it
× It’ll make me a fortune
× It’ll save me a fortune in
marketing costs
× It allows me to compete
with high street retailers
3. Ecommerce Myths
× I can cut out the middle man
× I’ll discount more & get better sales
× I can use manufacturers photos
× I can use manufacturers product descriptions
× It’ll run itself
× I got better value by getting a cheaper website
× An ecom site is the same as any other site
6. Think Shop
The Retail Manual
• Shop windows encourage users into the store
– (shop windows are regularly refreshed)
• Walkways help shoppers intuitively find their way
around the store
• Pause Points for example tables placed
strategically on walkways encourage shopper
consideration
• Shop Assistants answer shopper
enquiries, enhance the experience & encourage
sales
• Shop Assistants also often overcome ‘Buyers
Remorse’
7. Think Online Shop
The Ecommerce Manual
• Shop windows = Home page
– (Home page images need regularly updated)
• Walkways = Navigation
• Pause Points = ‘You might also like’, banners
• Shop Assistants = Search box, faceted
search, options, zoomable images, clear
delivery and security information at
checkout, failed checkout autoresponders
13. Website Strategy
• Choosing a web developer/ agency
How Many of you made the decision based on?
– Word of Mouth Recommendation
– You already knew them
– Cheapest
– Design or look
– Location/ Convenience to you
14. Website Strategy
• How many of you considered?
– CMS / Management tools available
– Ability to create new pages
– SEO technical structure & administration
– Merchandising tools
– Support of product feeds
– Blog
– Offer management
– Search facility
– User Experience
15. First Steps / Already Got An Ecom Site?
• Optimise Conversion
– Test, Measure, Change
• User experience
• Usability and accessibility
• SEO
– Review technical structure
– Content
– Location
– Links
WARNING: Both are Ongoing Tasks
16. Website Conversion
• Dependant on sector, ecommerce conversion
rate averages tend to be between 2-5%
• Analytics!!
• Testing tools
• Analytics!!
– http://www.google.com/intl/en/analytics/iq.html
19. And These?
SEO
Mobile PPC
CRM E-mail
Your
Site
Shopping
Display
Feeds
Social
Affiliate
Media
Re-
Targeting
20. Channels
• They are All Marketing channels
• All have different audiences & qualities
• Where are your audiences?
• Which channels already convert better for you?
• Which channels send you your most valuable
customers?
• How do your channels interact?
• Analytics!!!
TIP: Search ‘Google segmentation’ & ‘Google Multi
Channel Funnels’
22. SEO Basics
• Content!!!
Q: Does it work?
• Relevancy
• Quality
• Consistency A:Yes!
• Accessibility If you take time to
• Freshness understand it and
• Links follow Google’s
• Persistance Guidelines
• Knowledge
http://support.google.com/webmasters/
23. SEO Benefits
BUT
• Can be managed in house • Knowledge take a long
• Can drive more engaged time to build
visitors • Its a long term approach
• Can reduce PPC costs • Its constantly changing
• Needs a balance • There is a resource cost
(long/short tail keywords) • It can take a while to see
• Needs knowledge benefits
– http://googleblog.blogspot
.co.uk/
– http://www.mattcutts.com
/blog/
– http://searchenginewatch.
com
24. PPC Basics
• Relevance Q: Does it work?
• Quality Score
•
•
Landing Page
Ad Text
A:Yes!
• Knowledge You see immediate results
and there is a LOT of
support if you want to
start off in-house
http://support.google.com/adwords
25. PPC Benefits
• Can support SEO BUT
• Its immediate • You can waste a lot of
• Sends traffic quickly money very quickly if
• Conversion can be you don’t start with
measured knowledge
• Fully under your control • Sending traffic is NOT
the same as sending
• Geographic locations qualified leads
can be targeted
specifically • Always pursue ROI
first, traffic second
26. Cumulative Bonus
PPC Ad Here
PPC AD
Natural Or Here
PPC AD
Listing
=
Natural 20% More
Listing PPC AD
Clicks Here
27. Display Basics
• Banner ad positions Q: Does it work?
• Banner ad formats
• Creatives (Ads) and Ad
text immensely
A:Yes!
important But be realistic about what
you are measuring/
• Its primarily for expectations. Mass
branding, then ROI marketing results in sales-
purposes though sometimes not
• Very strong offering immediately
28. Display Benefits
• Can support PPC BUT
• Its immediate • With the main benefit
• Sends traffic quickly being branding- this is
• Provides strong the online version of
branding opportunities billboards
• Offers mass • CTRs usually around
marketability 11%
• Suggests affiliation with • Brand recognition can’t
hosting sites be measured but is still
valuable
29. Cumulative Bonus
Combine Search & Display Efforts
Net uplift in people visiting advertiser
website (percentage point change)
The combination of search and
display advertising was 7x
more effective than the display
...and three times as
effective as search alone in
driving traffic to the
advertiser’s website
Source: MSA
30. Behavioural Re-Targeting
• Similar to display
• Re-targets visitors to your site who left
without making a purchase
• Persistently shows them a range of ads to
attempt to encourage a sale
• Only suitable when you are driving enough
traffic to your site to begin with
31. E-Mail Basics
• Consider newsletter
signups on your site as a Q: Does it work?
goal
• Keep e-mails short and
not too text heavy A:Yes!
• Use core calls to action Especially for customer re-
engagement, upselling &
• Test success of e-mail targeted sales.
subject lines
• Get more than just name
if possible to allow
segmentation http://www.mailchimp.com
• Push good offers
• Lots of free tools
32. E-Mail Benefits
• Can support Social Media BUT
growth • Better conversion
• Encourages re- achieved when greater
engagement targeting is used
• Direct channel for • Targeting can only be
marketing used if you are collecting
• Correlation between e- customer data (CRM)
mail and sales uplift • E-mail isn’t dead- its just
• Cheap until you start matured – your strategy
talking thousands of MUST do the same
subscribers
• Low barriers to entry
33. Social Media
• Achieving massive success from social media is
the exception rather than the rule
• Its not free- success is time heavy
• You need to have a strategy
• The first step in any strategy should always be to
listen
• Be genuine, be real, be representative of your
company but BE YOU
• Personality is a MUST – as is PROFESSIONALISM
34. Social Media
• Can be a customer acquisition tool
– But this does require hard work, and can be very difficult if
your product/ service is niche
• Facebook, Twitter, LinkedIN, You Tube – All maturing
• Location based services supported by apps, Pinterest
& gamification – All driving forward
• Social can help SEO, customer retention, customer
acquisition somewhat
• BUT requires proactive not reactive
management, focus, resource & must be interlinked
with all other marketing channels
http://www.socialmediaexaminer.com
35. Shopping Feeds/ Aggregators
• Just another channel
• Can provide you with a trusted & proven platform
on which to sell your products
• Does take away some of the marketing
requirements/ costs
• BUT does add on commissions/ selling costs
TIP: Maximise on existing feeds... Re-Use in Google
shopping, for affiliate marketing etc
36. You Snooze, You Lose
The One Opportunity NOT to be missed...
MOBILE
• British Retail Consortium: Total retail search
volumes in the UK increased 24 percent year-on-
year in Q4 2011
• PayPal: the [mobile] market will grow an average
of 42% each year and be worth £2.5bn by 2016
• WorldPay: UK consumers are predicted to be the
biggest mobile shoppers in Europe in 2012
• Think Mobile Enabled Website (Not app)
37. You’re Ideal Strategy?
• Its not the same as everyone elses
• Its unique to your business & your audience
• Consider the channels & which channels suit your
current audience
• Test, Improve, Test, Improve
• Try and conquer the channels of least resistance
first
• Learn first, set up second, test third & start again
38. So... Just to Finish...
Twitter
@jillculbertson
LinkedIn
http://linkd.in/jillCul
Skype
jill.culbertson
Web
www.excel-
ecommerce.com