Upload
dinhhuong
View
220
Download
0
Embed Size (px)
Citation preview
BUILDING ECOMMERCEMARKETING EXCELLENCE:
The Four Stages of Marketing Maturity
For Small Businesses.
@springbot | @magento | #MagentoImagine
“OUR CUSTOMERS ARE LOYAL TO US RIGHT UP UNTIL THE SECOND
SOMEONE OFFERS THEM A
BETTER SERVICE.”
— Jeff Bezos, Amazon CEO
“RETAIL ECOMMERCE SALES WILL INCREASE TO $4.058 TRILLION IN
2020.”
— eMarketer
@springbot | @magento | #MagentoImagine
THE FOUR STAGES
The Full-Fledged
Marketer
STAGE THREE:
OF ECOMMERCE MARKETING MATURITY
STAGE ONE:
Ad-Hoc
Marketer
STAGE TWO:
Up-and-
Coming
Marketer
STAGE THREE:
Full-Fledged
Marketer
STAGE FOUR:
Best-in-Class
Marketer
• Growing store and brand presence
• Managing most aspects of business
• Handling customer interactions manually
• Sending email two to four times per month
• Driving revenue organically through existing customers
THE AD-HOC
MARKETERCHARACTERISTICS
THE AD-HOC
MARKETERCHALLENGES
• Growing an email subscriber list
• Using free tools to measure analytics
• Driving sizable web traffic but few sales
• Too many tasks, too little time
WHAT THREE STEPS WILL MOVE YOU UP THE SCALE?
1. Leverage Google Analytics data
2. Set up bi-monthly or monthly emails
3. Focus on one social channel
“More than 80 percent of Gen Z, 74 percent of
millennials, 58 percent of Generation X and 41
percent of Baby Boomers say social media impacts
their purchasing decision.”
— RetailDive
@springbot | @magento | #MagentoImagine
Nancy Carlson Marketing and Social Media Specialist at Apple Park
We’re a very small eCommerce team, which
often means we don’t have the bandwidth to
manage multiple channels. Since we’ve been
using Springbot’s Advanced Shoppable
Instagram feature, we’ve been able to transform
our Instagram engagement into high-quality
traffic and revenue.
“
“
THE UP-AND-
COMING
MARKETER
CHARACTERISTICS
• Experiencing a steady revenue stream
• Basic marketing fundamentals are in place
• Testing and using advanced automated tools
• Significant site traffic with increased orders
• Marketing to both new and current customers
THE UP-AND-
COMING
MARKETER
CHALLENGES
• Using multiple tools to track data
• Lack of in-depth knowledge of customer base
• Too much information
FIVE TIPS FROM
AN ECOMMERCE
ENTREPRENEUR
1 BE COLLABORATIVE
2 HIRE A DEDICATED MARKETER
3 EMBRACE USER-GENERATED CONTENT
4 EXPERIMENT WITH AUTOMATION
5 MEASURE YOUR SUCCESS
Use a personalized message
to capture their attention.
Provide a clear call to action to
drive higher engagement.
Remind them why they are
getting this message.
THE BEST-
IN-CLASS
MARKETER
CHARACTERISTICS
• Spending an average of 10 to 15 percent on marketing
• Employing specialized employees dedicated to marketing
• Regularly updating the website with new products and content
THE BEST-
IN-CLASS
MARKETERCHALLENGES
• Using multiple tools to track data
• Lack of in-depth customer understanding
• Too much information, not sure where to start
HOW TOREACH THE FINAL STAGE.
1. Get sophisticated with your data
2. Experiment with new channels
3. Think before you invest
Did you know it can
take between five to
eight different
marketing
touchpoints before
someone makes a
purchase?
TODAY’S QUICK TAKEAWAYS.
✓ MONITOR YOUR DATA DAILY
✓ PRIORITIZE AND ORGANIZE CHANNELS
✓ CREATE PERSONALIZED EXPERIENCES
✓ TEST, TEST, TEST!
✓ SURVEY YOUR CUSTOMERS
THE FOUR STAGES
The Full-Fledged
Marketer
STAGE THREE:
OF ECOMMERCE MARKETING MATURITY
STAGE ONE:
Ad-Hoc
Marketer
STAGE TWO:
Up-and-
Coming
Marketer
STAGE THREE:
Full-Fledged
Marketer
STAGE FOUR:
Best-in-Class
Marketer
WAIT! BEFORE YOU LEAVE…
Come visit us at booth 312 and
receive your Marketing Maturity
Health Check.
For questions, please reach out to
@springbot | @magento | #MagentoImagine