2009 philly search camp product selling strategies
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Selling Strategies
Dave GalgonDowntown Ecommerce Partners
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Agenda:
• My Background / Your Background• Your Wants and Needs• Presentation Walk-through• Q&A
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Tier 3Paid Search | CSE
Tier 2Email | Affiliate | Remarketing | Marketplaces
Tier 1Google Product Search | SEO
Ecommerce Platform with Analytics Package
Low
C
ost /
Risk
High
CPM
CPC
RevShare
Resource
Tactical Overview
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Tier 1: Google Product Search
Why Use It? • It’s Free • Easy set-up and management• Will continue to play a more prominent role in search
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Tier 2: Email
What’s it’s Value? • Extremely Efficient • Customer Retention• Marketing to your high-potentials• Easy data-mining (RFM)
Vendors Consider:$: IContact.com$: MailChimp.com$: ConstantContact$$: Cheetahmail$$: Silverpop$$: Responsys
Different Cost Models: CPM / Monthly / etc.
Chicken and the Egg Problem
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Tier 2: Affiliate Marketing
What’s it’s Value? • Customer Acquisition• One to Many Relationship• Natural Marketing Extension• Managed Commissions• Margin Management• Relationship-based• Niche and Coupon Sites
Resource Requirements:• Insourced or Outsourced
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Tier 2: Remarketing
What is Remarketing?
Your Site
Customer Visit Abandon Your Targeted
Ad
What’s it’s Value?
• Target customers who have already been to the site with targeted, relevant ads
• Customer Acquisition and Retention Tool
• Managed through rev-share and attribution
• Continually evolving technology
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Tier 3: CSE and Search
Paid Search and Comparison Shopping
What’s their Value?• They get you and your products into the game with your competition• Both are customer acquisition channels
Requirements and Risks: • PPC Campaigns must be monitored and managed closely• Head-to-Head competition will drive up your effective costs• To operate at scale often requires use of third-party technology
The Changing Face of Comparison Shopping:• Bing CashBack Shopping• Rev-Share possibilities
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Third Party Tech Help
AnalyticsCampaign
Management