beyond amazon: effective integrated marketing · beyond amazon: effective integrated marketing july...
TRANSCRIPT
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Beyond Amazon:
Effective Integrated Marketing July 17, 2012
Thomas P. Gale
Publisher President Modern Distribution Management Industrial Market Information www.mdm.com www.imidata.com
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Resource for today
• Download presentation and additinoal resources:
• www.mdm.com/edr2012
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My e-journey
• Quality content = products • Saas/cloud • Content marketing = 6-year growth • Passions: Segmentation & online marketing • Core challenges:
– CMS and e-com platforms – Keeping up with technology change
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• Hour 1: State of the Industry Competitive landscape E-commerce & content platforms
• Hour 2: Best Practice Integrated marketing best practice: Web, email, CRM, mobile, social, print, tele-*
• Hour 3: Roundtable discussions - Generating web traffic - Building email file - Growing social audience - Integrating the tools
Our morning
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• State of the Industry Competitive landscape overview E-commerce & content platforms
Hour 1
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Listening to customers
• “Customers want to pay less for faster, better service.”
– MDM survey May 2012
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THIS BOOK
Tells just what your storekeeper at home pays for everything he buys and will prevent him from overcharging you on anything you buy from him.
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MDM top 40 distributors
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Industrial distribution by the numbers
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Industrial distribution by the numbers • Total market = $227B
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E-retailing by the numbers
• 2011 total retail = $2.9 trillion (+5.6%) • 2011 total e-commerce = $194B (+16%) • Share of total retail = 6.7% • Growth in share = 10%
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© 2011 Gale Media, Inc. 15
SKU wars
SKUs Avg. order • Fastenal 1 million+ $200 • W.W. Grainger 900,000+ $280 • MSC Industrial 600,000+ $350 • McMaster-Carr 500,000+ • AmazonSupply.com 500,000+ • Lawson Products 250,000+
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Amazon by the numbers
• 2011 online sales = $48 Billion • 2011 web sales growth = 41% • Monthly visits = 330 million • Monthly unique visitors = 81 million • Conversion rate = 4% • Average ticket = $220 • Goal = dominate the world
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Flagship Amazon.com AmazonSupply.com Not built for professionals Targeted at MRO buyers Limited product detail Robust technical detail No cust. service support Service center 8:30am-7pm EST No corporate credit Corporate lines of credit No outside sales force No outside sales force No print catalog No print catalog No value-added services No inventory mgmt. services 60%-70% 3rd-party fulfill Most items in stock and shipped Limited same-day service Limited same-day service No tech. product certification No tech. product certification
Amazon’s MRO strategy evolution
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AmazonSupply beyond the hype
• Slow build-out: smallparts.com in 2005 • Not multi-channel service • Targeted segment of spot buys • No technical expertise • Evolving supplier relationships
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Source: Grainger, Modern Distribution Management estimates
The “old” Grainger
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“When you can understand what customers are trying to do, how they’re trying to do that, and create solutions that fit together with that knowledge and create a culture of innovation where you’re going to be trying stuff and improving upon what you’ve done, that’s where you see the kind of growth we’ve been seeing…”
– Paul Miller
Grainger Vice President of eCommerce
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Grainger online by the numbers
• 2011 online sales = $2.2B (total sales $8.1B) • 2011 web sales growth = 21.5% • Monthly visits = 7.2 million • Monthly unique visitors = 2.6 million • Conversion rate = 8.7% • Average ticket = $280 • Goal = web sales 40%+ of total sales
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Grainger online by the numbers
• 2011 search engine traffic = 47% • 2011 new shoppers = 53% • 2011 return shoppers = 47% • URLs:
– grainger.com – lss.com – zorotools.com
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Key takeaway: Playing field is leveling
• It’s not about: – Big data – Email carpet bombing – Biggest wallet wins
• It’s about: – Individual user data, smart data – Leveraging the tools – Being strategic about your brand/relationships – Be true to core strengths – Listen closely to customers
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• Best Practice Integrated marketing best practice: Web, email, CRM, mobile, social, print, tele-*
Hour 2
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Disruptive technology shift
• Transaction > engagement • Systems of record > systems of engagement • Silo marketing > integrated marketing
– Coordinate marketing, communications, sales, service, product management, etc.
• Engagement = activate the consumer • Success = Very different roles for everyone
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Every company is a publisher today
• Grow & manage increasingly rich content • Feed your customers • Manage customer content • Content is king and always will be!
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Marketing ROI: 5 questions to ask
• What influences our customers today? • How well informed (really) is our marketing
judgment? • How are we managing financial risk in our
marketing plans? • How are we coping with added complexity in
marketing? • What metrics should we track given our
(imperfect) options? ROI?
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Define goals and strategy
• Sell products online • Sell products offline • Generate leads • Build a marketing database • Improve brand awareness • Improve customer service
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Best practice tips
• Break the functional silo/push mentality • Create a content strategy • Appoint a content champion • Re-visit marketing budget…often • Understand and optimize the channels
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Platforms & tools: Integration
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Content Commerce Community
Taxonomy (metadata) How they say keywords: customers, prospects, competitors
ERP CRM
Analytics
Web email social landing pages links e-newsletters seo sem print telemarketing inside/outside sales training counter delivery
CMS Marketing automation Business intelligence
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Source: www.punchout2go.com
Punchout catalog process
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Lead management vendors
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Offer > download > response
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Subject lines & landing pages
• Segment • Nurture the relationship • Offer value • Call to action • Convert • Test, test, test, test
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Google tools
• Adwords
• Keyword tool: View competitor terms/phrases
• https://adwords.google.com/select/KeywordToolExternal
• Google Optimizer
• https://optimizely.com
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A/B test your top conversion pages
• Google Optimizer
• https://optimizely.com
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GA most popular pages
• Monitor most popular pages
• Call to action! On each page
• Content > Site Content > Landing Pages
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Visibility 1
Leverage 2
Service & Knowledge 3
Four differentiating skills for the future
4 Process Discipline
… to match new ways customer defines value
Lean as a sales tool New revenue streams Outsource capabilities
Online tools & skills Deeper relationships Mine POS data
Upgrade high-value skills Make tough choices on focus Create stronger differentiators
Reposition to new value Train & create new skill sets Sell value outside product box
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Best practice integrated marketing
• Seamless • Frictionless • Engage • Conversations • Multi-channel • Integrated • Customer-focused
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Listen, reflect the change
• Consumption is shifting from push to pull • Rethink customer development strategy to
include more pull approaches and conversation/dialogue
• Create deeper relationships – track what resonates
• Develop more relevance with content, commerce, community building
• Create a seamless platform
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“There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in
its success, than to take the lead in the introduction of a new order of things.”
Niccolo Machiavelli
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• Action Items
Prospecting & Customer Service Roundtables:
- Generating web traffic - Building email file - Growing social audience - Integrating the platforms
Hour 3
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Roundtable topics
• How to generate web site traffic • How to nurture leads • How to build email file and clean • How to grow social audience
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