Online marketing Strategies For Ecommerce

Jumat, 03 Februari 2017

alright we're going to uhh we're going getstarted thank you all for for coming today myname is doug mann senior executive vicepresident here at liquid and that's nice to see a lot of new faces here so first time you've been here thisis our corporate headquarters. we've been herefor about six months. umm so if you want to get a a look aroundafter the lunch and learn please just grab one of us and we'll gladly take you through.

umm so thank you all for coming making away out in the cold we we appreciate it uhh we're really talkingabout e-commerce today and all the different components that ittakes to build those successful e-commerce program. so umm you'll see you all have a pocket knifeand it's not just that kinda gimmick but it represents its a it represents what e-commerce isin a sense that many different components comingtogether to make one useful tool. so we're gonna discover andinvestigate all those components today.

today for our speakers we have len o' neil he's the director ofstrategy at at liquid. we also have ken hilbert he is the senioraccount executive here at liquid . we also have eric naiberg from inetu and he is the directormarketing there and to learn more about our relationship with inetu as we i'm go through the presentation. so thank you all for coming and oh two more things: you'll get you'll begetting two surveys

will go out one survey about the day and then also a self-assessment thatwe're gonna hopefully have you fill out with regard towhat you learn today where you are in the e-commerce process so i'm look for those two emails andthank you anyway so before we get started discover want totake a step back and actually 2015 for interesting twenty years agosomething pretty significant happen you know the world of e-commerce arm

i don't know how many people remember this but 1995 amazon.com launches the worlds largest online bookstore i don't even know if we were using the word e-commerce back then i can't remember if we specifically referred to as e-commerce but i think itwas pretty significant step and kinda want to be calmer somewherewas going to think about how amazon.com has evolved in the lasttwenty years you think about in general just help e-commerce has evolved in the lasttwenty years these days you can you can find anything research anythingbuy just about anything online

you can quickly and easily share youknow what you buy online with the family friends through social media i toward more creepy of thingsretailers now once you've been on their site they canstart falling around internet and advertise their products and services toyou been on their site umm and is also you know starting you know dovetail back with the actual brick andmortar and the and the and the offline world the sense thatyou're if you're by a brick and mortar store for a retailer and they've gotgreat information on you

they can say notifications they knowyour near a store give you an alert give you a little discount littleenticement to come into your store and try to get you into their your their offline world if you'vealready been visiting them in given some online so you know all thats happened in thelast 20 years did i mention you can buy anything online ? i was told we needed a cat meme in thepresentation we've covered that check from a usage and trends standpoint so

basically 8 percent of total retailsales worldwide are through e-commerce that number is 13percent in uk and these continue to grow obviouslyforty-one percent of smartphone users have purchased something on theirsmarts on their smartphone and again its a it's not just aboutbuying it's also being found in being out there when people are in shoppingmode looking for products and servicesyou wanna make sure your company's be found too because one-third have shoppers when they're out shopping haveaccessed price information on their

smartphone when they're buying mode so again not justabout the buying but now with the capabilities in being able to be foundon your smartphone people are not shopping is veryimportant so forecast in 2017 online retail sales in the us aresupposed to hit three hundred seventy billion pretty pretty staggering when you think aboutyeah twenty years ago on amazon.com just launching that thatfirst book store so

a lots happened in twenty years time doesfly on the internet so um opps jumping ahead sorry ken um so how do you get yours you know how toget a piece that 370 dollar or $307 billion dollar pie and that'swhat we're here to talk about today you build your online shoppingexperience or you already have one you know enhancing it is very importantto to your business if you sell products or services so we we want to walk you through that todayif you already have one up you want to attract you more customersare looking to grow your online sales

wanna talk about that as well too before getting any that have been realgood plan and strategy be sure you build your your onlineexperience is important to so ken's gonna walk us through those foursteps in detail and how you do that we have a guestoutside the window who wants to learn a a little more about e-commerce too so ken's gonna walk us through that and they were turn to eric and he'sgonna walk us through some challenges with building and growing your onlineshopping experience

and hitting really hard on on securityappliance since you know that's a at the big news item in people hearabout that a lot when it comes to e-commerce so without further ado i'm gonna handedover to ken so how do we get that $370 billion rightthat's what we're here to do get a little piece that so we've gotfour easy steps to go through today we have the planstep we have the create step we have the attract step and we have thegross step the first one is the plan so whether you be robbing abank

taking a family vacation or building ane-commerce application you need to plan it's the most importantaspect for success whether you're gotta robthat bank successfully or get caught or you know generate revenue online so this is also the step we're gonna askyourself anywhere from five to five thousand questions so whatare some questions you would ask in the planning step we got four thousand more what else justkidding so in this planning

phase or step you wanna make sure you measure twice and you cut once there is gonnabe many details that we're gonna talk through morethan you actually might realize so we're also gonna to talk through a case study as we sort of weavethroughout here and it's about a client of ours bill's khakis i don't know if anyone is familiar withbill's khakis out of reading pennsylvania so in 2013 they came to liquid i'm they've beenshifting their business model

not only to keep the retail and wholesalemarket going but they're going direct to consumer they just got outta of a catalog addingcatalog to the repertoire so they were going into e-commerceindirect to consumer they had a site up and there was some some problems that they were goingthrough and they came to us for help so the catalog business state just make the catalog online so that's well just pushbutton put catalogs online in

you're gonna sell e-commerce and that'snot the way it goes so in the planning phase there's many documents you go throughand i apoligize you're not gonna be able to read some these it's more of just a visual aid but so you're gonna gothrough many different types have planning sothe first is going to be your business assessment this is where you're gonna toestablish a driver's outline your objectives the scope and the reason for e-commerce. you're gonna clarifythe needs of your business

your customer and your brand also you gonna do a competitive analysisbecause you want to know what your competition is doing but better yet will your customers experiencing fromyour comp competition and also since we're goingonline there is technology we all know how fun technology is so later in the presentation we're to gothrough what a platform free commerce looks like for some othercompanies that we work with when it comes the e-commerce platforms

but your business is going to have manynuances gonna have many features and functions and features that you need online sodoing a competitive matrix throughout all the systems you can findthe right platform for your e-commerce application and thenyou'll also need your digital marketing plan you gonna review your current practicesyou're gonna discuss whether the recommendations forthe future how are you going to attract and grow so that's coming up

and that all this knowledge that yougain to the planning stage is what will become your e-commerce strategymoving forward so as we're talking about from billsperspective when they came to us we wentthrough the planning exercise with them and there was a lot ofinsights that came out a it and when we look at the currentapplication in the current setup they had sort of a problem area in each of the four buckets that we talked about. so froma user experience perspective from a creative perspective from a speedperspective

and even from their track step from asocial perspective so we're gonna give them to the create step and this iswhere user experience and your creative is really gonna help bring thate-commerce experience to life so based on the planning documentation thatyou put together will create your navigational flow and this is where you're gonna see allthe different categories that you're selling all the different nuances all thedifferent sections all the different pages

you're gonna need and all the different sub categoriesthat are in there because navigation going to be importantmany as few clicks as possible to get them tohit that buy button or add to cart the next component is goingto be your wireframes you could see here we'veoutlined the entire site experience here this iswhat a home page would look like you have your your main navigationacross the top you've got your hero area and then you'regetting right into the products very

quickly but also to you have to consider mobile as len mentioned earlier mobile andtablet usage is the main contributor one of the maintwo contributors right now i mean i think it was a survey earlier imean we can we get all buy something immediatelyright back now so we need to make sure the experienceworks on all mobile devices as well so once we have our navigation model laid out

have our a blueprint for wireframes we then bring in the creative componentand this isn't a final concept by any means its a a practice we call a style tile so has anyone ever painted a room of your home? so you go to home depot or lowes andyou get that entire packet of paint swatches he put them all up so this is the sort of digital version thepaint swatch and then my wife sends me back cause i got the wrong ones. thats not periwinkle blue

you have all your components you haveyou now nav you have your logo you've got your hero area also showingyou the visual treatment of your hero area you umm you have your product details over hereyou've got your product category and then you've got your color paletteor that's where the swatches come in for the entire experience moving forwardand its every you know the smallest pixel to thelargest visual are both considered when it comesto the style tile exercise so when you combine all three thosethings together

you eventually get your final conceptwhich is your final creative so you can see it changes slightlybecause again the the wire frames are not meant to be thedesign portion it's more the guts or where the features what we all need onthese pages there when it comes to the creative end andthat's where we bring it all together and you can see we've got desktop ortablet view here then we also have a mobile view herewhat's interesting too when we get into the build discussion is this is all one code baseit's not you know different code base

for each device its one set of code and it justs and adaptsaccordingly or it responses from a response perspectiveto the devices being used on so there's a lot of logos how many when people have heard of thesecompanies so these are the big players in thee-commerce platform space right now magenta beingprobably one of the major ones demandware so now we're ready to bill we haveall over designs

and we need to build it together so we went back to that platform alright in theplanning area where we developed the plan for atechnology we'll know which one we're gonna be putting it in and from the bills perspective they came with magento in hand and what we did for them was we helpedstreamline the integration components in magentomuch for anyone work in magento at all? so it's got some fun

to it where you know you can use plugins you could do custom code you could acombination of both you can use out of the box so reallywhen you plan through your platform up front you know whichone is going to be the right fit now in the attract phase this is where you need to simply attract and bring people in because youcan't just build it in leave it sit there so you have a vastaudience

they use different devices to travel indifferent circles they have different shopping habits some people don't even know you exist but we had a plan earlier where weoutlined over audiences we know what people are using people are and what people are doing so now how do we get them in? you're can have afull arsenal at your fingertips at your disposal iand that's the beauty of digital marketing everyone your customers are soon tobe customers

has a method to be targeted so what does the arsenal look like you have organic search or seo or sem there is 131 billion searches a month 44 percent of online shoppers begin byusing search engine and then seo leads have a close rate of 14.6 so how do you do that so it's three simple components its your crawlablity, its your keyword targeting and your quality of your content socrawlability

as we talked earlier with the navigationworkflow is the naming conventions that thesearch engines going to use to crawl so i'm sure you've seen long giant urlstrings before while browsing searchers don'treally like those too much so condensing it down being factualwhich is where your keyword targeting comes in is targeting url strings targeting the pages which then food for the search enginesto find your product and then again your quality of content utilizing the keyword targeting in this sort ofmethodology or

practice also works for pay-per-clickwhich is here in the bottom right hand corner we also have social media social media'sfifty percent of social media-driven purchases happen within one week of sharingtweeting liking or favoring a product and why is this agood because everyone is using it everyone has, again, do we have to pull it out again? pocket? of the phone i mean everyone has socialmedia right everyone has one on their device right now

they would say no whether it's twitterfacebook youtube linkedin it's also a good way to develop your trust and interact withyour customers more so than what you normally can italso provides a good tool for customer service so if there is a problems or there is a concern you can address a pretty quickly somethings you can do like we did with bills for examplein six months we increased the following a facebookfor over four hundred percent again that was one of the issues thatbrought to us

you know they needed to attract theircustomers we felt that instagram is one of thefastest growing social channels so last year for fathers day we ran a live trivia challenge not onlyon instagram but it tied you back to twitter where for 12 hours we were doing a trivia question and two winners wereselected the first person answered correctly and then one of the remainder thatanswer correctly but was not the first

so we give two prizes every hour for 12 hours on father's day so anotherone to talk through is our email marketing so why is email marketing important well they've already opted in already saidsend me stuff i want to hear from you the frequency again based on the audience segmentationis important certain audiences are want are going to want to hear every day certain audiences are gonna want to hear every time there's something special or something new

or based on a demographic they may you know want to only hear about unique product or a holiday offering but it also givesyou an easy touch point where you know it sort of somewhat automaticwhere the emails will go out and you'll see the return. in bills casewhen they came to us from there email marketing standpoint their emailswere averaging about twelve thousand dollars in conversions the first email that we sent withbills we had 25,000

a lot of it has to do with the creativethe creative wasn't there so that was one of the earlier issues i'd mentioned is cuz itdidn't tie to their brand their email was disjointed from therecatalog which was disjointed from the website so we brought it alltogether and you can see some other creative examples that we hadsent and then a repeat customer spends three timesmore that a new customer so there's a lot of other methods onattracting and getting your customers

in i'm not gonna read through all the bullets but one iwill focus on here is the retarding that lenmentioned earlier where you a cookie gets placed in yourmachine and then when you're traveling fromother areas or other sites you'll start to see display advertisement you can see here an example for another site that is nota mac site but you get a mac banner ad you couldsee

these different types as will start topop up and i'm sure you've seen that if you're on youtube or something or other sites i why is there an ad forthat so the growth or the grow step is not only just gaining more but it's alsokeeping customers and making sure that you're you know aseric is pointed always top of mind and no matter where you you know you touchon them or they come they touch your brand is aconsistent and cohesive message