Content + Commerce, Customer Partner Dag 2014

6 years ago

today

“How Google’s Move to 100% (Not Provided) Helps You

Become a Much Better Marketer”

“Why Content Marketing is the New SEO”

Budgets - Digital Marketing Channels / Disciplines in 2014

Techniques to support content

marketing activities

Resources you should consider

having in-house

Where other ecommerce teams are

focusing their efforts in 2014

Source: blog.seven.co.uk

Marketers - Media Budgets

Engagement with Content is Increasing

Investment in Content Marketing in 2014

Primary Drivers for Content Marketing

SEO

• Search still dominates buying journeys

– Original and unique content for your audience to stay ahead

of the competition

• Some retailers - Major focus on SEO as part of its

overall business roadmap

– Permeates the ecommerce team - editorial and product

content

Connected Customers are on a

continuous path-to-purchase

FORMULATION:

Consideration• Self-identified need

• Provoked need

PRE-COMMERCE:

Evaluation• Value Proposition/PODs

• 1:1 relevancy

COMMERCE:

Transaction• Self-actualization

• Validation

POST-COMMERCE:

Express• Experience evaluation

• Advocacy and loyalty

Provide the whole picture and elevate

your offering

CONTENT + COMMERCE

Customer Engagement or Sales?

• Retail Focus

– Editorial content used to drive sales

– Reactive to trade patterns - Targeted features within 1-2 days

of previous week’s trading

– Merchandising goals - Pushing poor performing categories or

highlighting under-performing products

– Coordination with offline sales - Highlight through content

spots if it’s not performing as well online

Rise of Editorial

• Brands have identified the need to engage customers

around lifestyle elements / interest areas, not just sell

them product

• Content is playing a vital role - used to educate,

inspire and even seduce

“…Understanding the customer and

the type of content they are

looking for is crucial…The Journal

provides this information in an

informing and engaging way.

Yes, it’s about selling product but

more so about inspiring

consumers. Content helps build

trust with readers and customers; it

provides context for the brands they

engage with on the site and for the

products they are interested in.

Nowadays customers expect for a

luxury retailer to create an

experience beyond shopping.”

Director of Sales & Marketing

Dedicated editorial team -

Editorial Integrity

Best names in journalism and

fashion – Ensures features,

shoots and interviews are

topical and engaging

Operates closely alongside

marketing and buying

functions - Editorialise

forthcoming launches and

initiatives

“The site is curated, edited and

served by an independent world-

class team”

John Brody - Editor in Chief

(Previously at GQ)

“I’ve worked on other websites where

content ghettos have been created,

where you go left to read and right

to buy. We wanted to avoid that

separation so throughout the

customer journey, whatever your

landing page or the marketing

campaign you’re viewing, the

editorial focus is both contextual

and relevant.”

Director - M&S

Multiple Markets with localised

content

Physical retail stores

Expert advice and guidance

content

Positive customer feedback

Status of Company Content Strategy

Content Guidelines used by Content Teams

Driving Commerce through Content

• Challenges:

– Adding the commercial ‘shopability’ to content on ecommerce

websites

– Ensuring the editorial or content team is in sync with

commercial production

– Platform and team to support the content marketing plan and

scale

Content Marketing KPIs

Revenue and conversion

– Conversion rate (basket-to-order and visit-to-order)

– Average order value

– Revenue

Traffic

– Total visits

– Unique visitors

– New vs. return visits

Content Marketing KPIs

Engagement– Dwell time (time on site)

– Pages per visit

– Bounce rate

– Social shares

– Comments and Likes (including ‘favouriting’ individual content assets)

– Product reviews

– Banner click-through rate

Content Marketing KPIs

Offline

– Visits to store (hard to track accurately)

– In-store purchases

– In-store content usage (e.g. scanning a QR code for a

product to watch a video)

– Call tracking

Attribution Analysis

• Not enough use of attribution analysis for content

marketing activity

• Multi-path analysis

• Understand the full contribution of content rather than

relying on the limiting last click view

• Attribution of content to future conversion

• Users who regularly view content have higher AOV

Commercial Benefits of Content Marketing

The Editor’s Pick -one

of four key content

formats

Ecommerce team can

see products featured

in this list hit the top

10 bestsellers across

the business, not just

online

Business Results

Increased spend– 50% of companies experienced higher AOV as a result of

content marketing activity

Positive customer feedback– 50% of companies experienced positive results from an

investment in content marketing.

• Visible feedback (e.g. a customer review added to the website)

• Invisible feedback (e.g. a customer telling an in-store employee that a buying guide on the website helped them decide what product to buy)

Focus Areas

Roadblocks

The EPiServer Difference

Agilityto respond quickly to

market opportunities

Experience is

the differentiator today

Business

Efficiencythrough simplicity

Deliver an Exceptional Experience

Near termRoadmap

EPiServer is the coice for leaders in the

digital world.

Digital LeadersEmerging devices

Automatic upgrades

Customer centric service

Relevance marketing

Profile Store

Advanced orders

Campaigns

Connections

Cloud

Campaigns

Campaigns

Connections

Cloud

Delivery Model

EPiServer

Software

EPiServer

Add-ons

Managed Web Operations

Sites

On-premise solution

Scales by sites/serversCloud solution

Scales by sites/servers

Recurring monthly

Roadmap Summary

Emerging devices

Automatic upgrades

Customer centric service

Relevance marketing

Profile Store

Advanced orders

Campaigns

Connections

Cloud

Thank you!

David BowenProduct Manager

@dmbowen

david.bowen@episerver.com

Peter SunnaProduct Manager

@sunnaster

peter.sunna@episerver.com

The Choice for Leaders in Digital