This document discusses strategies for interaction marketing with e-commerce consumers. It outlines various acquisition and retention channels including search engine optimization, search engine advertising, display ads, affiliate marketing, remarketing, loyalty programs, and CRM. It emphasizes defining targets, segmentation, personalization, A/B testing to increase conversion rates, and multi-channel attribution. The document provides examples and resources for implementing these strategies to optimize the customer experience and drive sales.

1. Interaction marketing with the e-commerce consumer
Tuesday, June 24, 2014 | Mathieu Van de Velde

2. This is why you’re here …

3. This is why you’re here …

4. This is why I’m here …

6. First things first.

7. Define your Targets & KPI’s

9. One more thing...

10. Acquisition & Retention

11. Acquisition Channels

12. 90%
of all internet sessions
begin with a simple search
source

13. 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)

15. Search Engine Advertising – CPC

16. Display Ads – CPC

17. Display Ads – CPC

18. Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/

19. Engagement Ads – CPC
http://www.thinkwithgoogle.com/products/engagement-ads.html
http://www.richmediagallery.com/resources/engagement_ads/

20. Google Shopping – CPC

21. Google Shopping – CPC

22. Google Shopping – CPC

23. Comparison Sites – CPC

24. Facebook Advertising – CPC

25. Youtube Ads – CPC

26. Youtube Ads – CPV

27. 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

28. Retention Channels

29. 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.
“

30. Segmentation of your Target Audience!
Personalization!
Define conversion paths & flows …
Automation!
Customer Intimacy!

31. 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

32. Advanced Remarketing

33. Advanced Remarketing

34. Advanced Remarketing

35. 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

36. CRM – Customer Intimacy + Cross- & Upsell

37. 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

38. CRM – Customer Intimacy + Cross- & Upsell

39. 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)?

40. CRM – Customer Intimacy + Cross- & Upsell

41. 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

42. CRM – Customer Intimacy + Cross- & Upsell

43. CRM Automation
http://www.crmsearch.com/marketing-directory.php

44. Social Media - CRM
Use it to:
• Bond with the Consumer
• Provide Customer Care
• Boost Brand advocacy
• Inspire
• Recruit

46. 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
“

47. Conversions & Channel Attribution

50. 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/

51. A/B Testing to increase Conversion Rates

52. A/B Testing to increase Conversion Rates

53. 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
“

54. Multi Channel Attribution

55. Multi Channel Attribution

56. Back in the day …

57. Back in the day …

58. Take-Aways

59. E-commerce Dashboard
https://www.google.com/analytics/web/template?uid=m-ez2C77QYWAbiAT-aCKNQ

60. 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

61. Q&A

63. About The Reference

64. 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

65. Group Coverage with Partners

66. 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

67. Some clients

68. The Perform Team

69. 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

71. • 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

72. 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.

73. 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)