Selling Strategies

Dave GalgonDowntown Ecommerce Partners

dave@downtownecommerce.com

Agenda:

• My Background / Your Background• Your Wants and Needs• Presentation Walk-through• Q&A

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

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

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

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

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

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

Third Party Tech Help

AnalyticsCampaign

Management

Q & A