ecommerce online marketing strategies

ECOMMERCE ONLINE MARKETING STRATEGIES

“According to PepsiCo. Digital marketing innovation and a strong, direct relationship with consumers is key to successful brand building and

sales”

Scope Of Online Marketing

Marketing is a crucial factor in every business. Billboards on the side of the road, radio announcements, commercials, and advertisements in the mail bombard customers whether they care for it or not. The Internet is the only place where people can choose to search for the businesses they want at their own leisure and on their terms. This is just one of the reasons why digital marketing is perhaps one of the most successful forms of advertising. Digital technologies have a significant impact across all areas of business, regardless of the size, industry or scope of the business. This course provides a framework for developing a comprehensive digital strategy and talks through the process of producing a strategy that will make a significant difference to your business

Ecommerce Today

EcommerceMerchant

BUSINESS

Affiliate

Search EnginesSEO, PPC, Other

DIRECT

DIRECT

Mobile Other

DIRECT

CONSUMER

Affiliate

Social MediaTwitter/

Facebook

DIRECT

What Categories Lead?

Three Verticals Of Ecommerce Strategy

The Offering 1

The Experience 2

Marketing Channels3

The Offering

What Do you Do And Does It Worth Selling Online

Can You Translate Your Offline Experience To Online

Who Is Your Target Audience

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The Offering

1. Bricks And Clicks : Integration Of Offline & Online Presences

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The Offering

2. Immaterial Going Physical

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The Offering

3. Mass Customization :Individualized products based on buyers choice of aesthetic , functional or contextual components

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The Experience

Build Trust & Confidence

Provide Information & Context

Put Products In front Of Customer

Make Purchasing As Easy As Possible

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Clear and consistent experience serves to:

Ecommerce Strategies to Implement

Basic Condense Navigation Integrate Social Media Segment Customers Add Shopping Guides Create Best Sellers More Visual Approach Create Video Add Live Help

Advanced• Personalization• Account Registration • Enhanced Search / Navigation• Mobile Applications• Cross Sell & Related Items• Email Alerts• Loyalty• International

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E-Commerce Marketing Strategy Opportunities

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Target-Market Definition

Specification of the Four P’sProductPromotionPricePlace

•Segmentation online•Information products•Online promotion

• Brochureware• Advertising

•Service• Online customer service• Personalization/customization

•Distribution online

•Tracking performance

Determinants of E-Commerce Marketing Strategy

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Marketing Strategy

Business Mission

Business Objectives

Marketing Objectives

Target-Market Definition

Specification of the Four P’s

TraditionalMarket-Related Technology Issues

Four P-Related Technology Issues

E-Commerce

E-Commerce Trends

Personalization Mobile E-Commerce Segmentation Behavioral Profiles Social Media (Facebook, Twitter) Building Loyalty Enhanced Search & Navigation Product Reviews Video Shopping Guides

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Personalization (You, Your)

Welcome Recommendations for You (behavioral learning) Your Browsing History (cookies & account registration) Rate These Items (social media, reason to return) Remember You Saved these? (wish list) Your Communities (social media) Want to See Today’s Deals? (Conversion) Individual Treatment Creates (Loyalty)

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Mobile E-Commerce

Personalization Sync with Account Payment Integrated Product Reviews Select Products Conversion

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Segmentation & Behavioral Profiles

Market Individually Create Email Alerts Convert Later Compile Profile Record Everything Convert Now Tip – Segment Emails

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Follow-Up Emails

Should be Personalized Reminds them of purchase Related Products Up-Sell Conversion Alternatives Tip - Include

Coupon Twitter Face Book Fan Club

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Sharing is In

Email Sharing Facebook, Twitter, Other Creates

– Community– Opportunity– Conversion

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Navigation

Reduce Clutter Organize by Popularity TIP - What Sells?

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Video

Product Demos Buying Guides Video Tour Top Sellers Live Video

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Formula

Low prices + Great Selection Free Shipping Offers Amazon Prime (loyalty) Personalization to highest degree Combination of account history and behavioral learning to convert Combines multiple merchants

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Related Conversions

More Items to Consider Related to Items You Viewed Inspired by Browsing History Additional Items to Explore Inspired by Your Shopping Trends Customers with Similar Searches Your Recent History Your Recent Searches

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Market-Related Technology Issues

• Demographics• Psychographics• Firm graphics• Techno graphics• Situational Segmentation

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Site Design Basics

1) Identify who will be visiting your site and why they will want to visit.2) Design a “template” that is consistent with your company image.

Choose all graphics, colors, fonts, etc. to reflect your image.3) Include address, e-mail and phone numbers.4) Create a flowchart or site map that reflects the visitor benefits for

the web site5) Convert files to html6) Load on your server7) Test, test, test8) Promote your site

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Optimizing Brochureware to Bring in Leads

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Marketing Implications:

SEO, list with key portals. Include useful content on your site.

Understand key criteria; attempt to influence criteria.

Make it easy for prospects to contact you; follow up quickly.

Self-qualified leads?

What the prospect does…

Search the web via search engines or portals to find information and

possible vendors

Identify a few suppliers who appear to meet what might be

your criteria

Send e-mail to each supplier, asking for salesperson contact

Action Items to Promote Your Site

1) Prepare good content 2) Submit to search engines 3) Issue and distribute press/news releases 4) Solicit reciprocal links 5) Buy search engine positioning (ppc engines)6) Try newsletter advertising 7) Try direct mail 8) Try opt-in e-mail 9) Try banner advertising 10)Try affiliate programs 11)Try traditional media advertising (put your URL on everything!)

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Advertising

• Promotion action items• Budget allocations across online/offline• Traditional banner ads• Advertising options

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Advertising Options

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Payment methods Ad formats Ad delivery•In kind•Sales commission•Pay per click•Pay per impression•Sponsorship

•Text links•Buttons•Static banners•Animated banners•Pop-up windows•Rich media pop-ups

•On web site•In e-mail•In newsletter

Customer Expectations

• Suggestions based on detailed customer input.• Same day e-mail turnaround.• Confirmation e-mail links to package tracking page.• Customer product reviews, editorials from experts.• No time limit on returns, vendor pays for return shipping, invoice

includes return authorization.• More than three shipping options; no charge for standard S&H.

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Thank You