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Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
July, 2016
Reaching the Consumer:Marketing and E-commerce
MACI 2016
The Challenge – Bridge the Gap
MYTH!!!
Marketing Defined:1. Process through which goods and services move
from concept to consumer – Involves the 4 P’s- Product- Price- Place- Promotion
2. Everything you do!!
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Marketing1. It begins with you!
2. All pieces should MUST fit together!
3. Must reach the intended audience!
And #4Marketing is an INVESTMENT, not a cost.
You• One-on-one and Networking• Elevator speech• Tag line• Storytelling• Business card• Thank-you note
• Reputation• Brand – It’s who you are. It’s what sticks in your mind.• Trust• Reliability• Customer satisfaction
• Word-of-mouth and Reviews• 92% of people trust peer reviews over advertising
Traditional Marketing
PRPaid
Promotion
Distribution Channels
Customer SupportVisualMix
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Traditional Marketing
• PR – Public Relations• Community involvement
• Your service to the community outside of your business• “You the expert” columns/speaking engagements• News story about your business
• Paid Advertising • Radio, TV, print, displays, and direct mail
• Promotion• Sponsorship • Give-aways
Traditional Marketing
• Customer Support• Pre and Post• Service
• Visual – The “Silent Salesperson”• Signs, banners, billboards, colors, fonts, etc.
• Mix• Stay up-to-date
• Distribution channels
Traditional Marketing Online Marketing
PRPaid
Promotion
Distribution Channels
Customer SupportVisualMix
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Ecommerce Defined
Commercial transactions conducted electronically on the Internet
Ecommerce
• 12% increase in 2015 - $349 billion total sales• $92 billion at Amazon alone• $40 billion done on smart phones
• $46 billion spent in May, 2016• In comparison
• $56 billion was spent in general merchandise retail stores in May• 21% of all retail sales excluding restaurants, autos, grocers, and gas
• Mobile influences over $1 trillion in sales• Shipping charges causes abandoned shopping carts – 28% of carts
Effective E-commerce Sites• Attractive – People do judge a book by its cover
• Product description – sell the dream (benefits), be accurate, make
them easy to read
• Great pictures
• Local availability
• Security – Plus inform consumer about what you do to protect their
data and how it will or will not be used
• Search capacity
Effective E-commerce Sites cont.• Easy access to products
• Contact information
• Clear information on shipping/pickup options, privacy, and returns
• Payment options plus way to handle coupons, discounts, etc.
• Clean, good use of color and white space, good navigation prompts
• Help – FAQ’s, live chat, call-in
Examples
• AO.com – product pages• Bellroy – product descriptions• Threadless – scarcity indicator• Hunter – smooth checkout• Schuh – images• Kiddicare – filtering• asos – overall experience, speed, features• Amazon – ease of repeat purchases, wish list, suggestions
https://econsultancy.com/blog/64118-which-ecommerce-sites-are-getting-it-right-here-s-21-of-the-best/
Ecommerce is much more than sales!!
Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision making process before
they ever interact with a person
Think About These Developments
• Ecommerce no longer an either/or situation• Showrooming• Location-based
• Brick and mortar adding ecommerce while ecommerce adding brick and mortar• Same-day delivery• Real-time inventory checking and ability to hold• Cloud• Virtual-reality• Connected – Your car, your home, you (FitBit), etc.
Online Marketing – More Than a Shopping CartNew Tools – Same Objectives
Online MarketingIs
Connections
Defining Moments
Social Business Stats• 81% of small-business owners are using social media• 90% of people follow brands in social media
• Why? Deals and discounts!!!
• 2 out of 3 social media users believe Twitter influences purchases• 75% plan to increase social media budget• 90% smartphone owners use them for shopping
experience• 95% will visit a mobile site• 1 out of 2 will share their online shopping experience
• 87% report using agile and real-time strategies• 90% of smartphone users are looking for directions
Steps to Going Online1. What’s already there? Google your business. Check out your
reviews.
Where to Look- Yelp- TripAdvisor- Angie’s List- Amazon- Google My Business- Yahoo Local Listings- Facebook- Twitter
78% of Americans say online reviews influence their purchasing decisions
Steps to Going Online cont.2. Claim your bubble
Steps to Going Online cont.
3. Know why you are doing this and what you want from it?4. Develop a roadmap and Allocate the resources5. Start with a websitewww.ag.ndsu.edu/smallbusiness
Steps to Going Online cont.
6. An optional step – Lurk
7. Pick your platform/s– No more than two- Engage- Watch your metrics- Post on a consistent basis- Selling is just a small part of your activity- Find the major players- Reach out- Learn the lingo and how to be effective
Your Major Options
.org or .com• New ones daily• Vine• StumbleUpon• SnapChat• Podcasts• Flickr• Skype• Periscope• Slack• Zoom
Paid Ads on Social Marketing
Some OptionsFacebook
GoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
HOW DO WE DO IT ALL?
Make it a priority
Use available online tools such as:
Google AlertsHootsuite
Twitter Search
Set aside a regular time
Get help
Online Marketing Caveat #1 Take resources
Online Marketing Caveat #2
Watch the Trends
MobileVideoApps
Social Media Sales OpportunitiesNew Payment Options
Wearable“Internet of Things”
Content and InteractivitySpeed
Virtual Reality
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
July, 2016
Reaching the Consumer
Comments?? Questions??
