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20XX Case StudyGetting Back to Business!Is Your Online Store Ready For The
“New Normal”?
What Are We Going to
Study?
1. eCommerce Nowadays
2. The “New Normal”
3. Our Tool Box
4. Rapid Marketing Response
5. Q&A
BEFORE WE START TALKING ABOUT HOW WE
ACT NOW, DURING THE CRISIS,
WE WILL TELL YOU ABOUT US
weEndeavor is a holdings management group investing in and working with global media and
digital marketing companies.
MindAd Media provides store performance insights thorough technical calibrations, and creates a tailor-made growth plan to boost your online sales.
We specialize in ecommerce store performance, tracking, measurement, revenue optimization, and media buying.
Our experts identify your shop’s pain points and rebuild it into an efficient, PROFIT-GENERATING MACHINE.
15+Years Of Experience
15People
15+Geo Markets
MindAd Media
We Write Our Own Movie Script
#1 Major changes in markets & verticalseCommerce Nowadays
Rising Stars
Falling Starts
Fastest Growing
Categories
Food & Hygiene - Toppest
Weight Training+300%
Kids Toys 117%
Fastest Declining
Categories
Luggage & Suitcases
-80%
Formal Wear-60%
Event & Party
Supplies-55%
#2 New Players
#2 New Players
#3 Media Consumption
Consumers are spending more time online, consuming media across
multiple devices
#4 Online adaption - Shopping From Home:
● Buying typical offline products - from the Internet
● Older people - the new online shoppers
eCommerce Nowadays
● More lockdowns around the corner
(people will be afraid to commit to long term investments)
● Countries will start to be self-maintained with internal economies
(more difficult to export)
● Buying intent - Short term: “Exploding” - trying to compensate ourselfs
Buying intent - Long term : “Recession”- more uncertainty
● Social distancing = change in consumption behavior
● OPPORTUNITIES - Every crisis brings new opportunities, new trends
BE PREPARED
What is “The New Normal”?
The “New Normal” Implications on eCommerce?
● New/Old Potential Customers
● Manufacturing
● Shipping
● Handling
● Selling Efforts
● Media landscape
● Opportunities
How Will Competition Look Like in The
eCommerce Landscape?
The Hunger Games
How to Play This Game?
Get your shop ready for business and hard competition:
1. New Market Research
2. Refine Your Marketing Tool Box
3. Go-to-Market Media Plan
Get Your Shop Ready!
MarketResearch1
It Has New...
● eCommerce Emerging Verticals
● Needs
● Preferences Platform
● Platform Usage
● Habits
● Competitors
Research Your Market New Needs
Tool Box Your MUST Do’s2
#1 - Know Your Real Revenue
#2 - Track Your Purchase Funnel
#3 - Utilizing Shopping Ads
#4 - Get Your Remarketing Right
#5 - Email Marketing for eCommerce
Tool BoxTo Maximize Your Shop Profits
Track every purchase from every traffic source
● Make sure all marketing platforms are counting sales
● Make sure all marketing platforms are collecting sale value
#1 - Know Your Real Revenue
Great Profit! Right?
Revenue Cost Profit Profit %
Total $11,244,818.00 $6,731,225.00 $4,513,593.00 40.14%
Company A Spend & Profits
You realize you are breaking even on Google and losing money on LinkedIn. Also, notice your best platform is Instagram.
Platform Revenue Cost Profit Profit %
Facebook $1,253,025 $850,000 $403,025 32.16%
Google $754,236 $754,225 $11 0.00%
LinkedIn $302,146 $875,000 -$572,854 -189.60%
Instagram $8,935,411 $4,252,000 $4,683,411 52.41%
Total $11,244,818 $6,731,225 $4,513,593 40.14%
Company A Platform Breakdown
Revenue ROAS = Media Cost
Real revenue per purchase
● Calculate your Return On Ad Spend (ROAS) per traffic source
● Calculate your Break-Even point
ROAS Calculation
On Facebook for every dollar invested in media I got a return of 1.47 (ROAS)
Platform Revenue Cost Profit Profit % ROAS
Facebook $1,253,025 $850,000 $403,025 32.16% 1.47
Google $754,236 $754,225 $11 0.00% 1.00
LinkedIn $302,146 $875,000 -$572,854 -189.60% 0.35
Instagram $8,935,411 $4,252,000 $4,683,411 52.41% 2.10
Total $11,244,818 $6,731,225 $4,513,593 40.14% 1.67
Company A Platform Breakdown
● What is your breakeven ROAS?It is the break even point in which you will start making real profit from your ecommerce activities. This is your ‘0’ profit point.
● What is your COG?Cost of goods sold (COGS) includes all of the costs and expenses directly related to the production of goods.
Sales Price Break Even ROAS = Profit
Sale Price $99
COG $33
Profit $66
BE ROAS 99 / 66 = 1.5
Break-Even Return on Ad Spend
Realizing that three out of four platforms are losing you money.
Platform Revenue Cost Profit Profit % ROAS BE ROAS
Facebook $1,253,025 $850,000 $403,025 32.16% 1.47 1.50
Google $754,236 $754,225 $11 0.00% 1.00 1.50
LinkedIn $302,146 $875,000 -$572,854 -189.60% 0.35 1.50
Instagram $8,935,411 $4,252,000 $4,683,411 52.41% 2.10 1.50
Total $11,244,818 $6,731,225 $4,513,593 40.14% 1.67 1.50
Data
● Track each step of your purchase funnel
● Breakdown the relevant metrics to find what's really matters
● Understand where are your leakages to increase profits
#2 - Optimize Your Purchase Funnel
Basic e-Commerce conversion rate calculation:The ratio between store visitors and purchases made
Example of basic conversion rate calculation:10,000 store visitors200 Sales made
200 / 10,000 = 2% Conversion rate
Optimize Your Purchase Funnel
Conversion rate per gender
Conversion rate per age / screen resolution / browser / traffic channel etc...
Conversion rate per device
Optimize Your Purchase Funnel
Optimize Your Purchase Funnel
Amount of people that added to cart
Checkout step 1 - billing details
Checkout step 2 - payment details
Checkout step 3 - review order
Purchase complete
Optimize Your Purchase Funnel
Your new conversion rate calculation:
Users Add to cart Checkout step 1 Checkout step 2 Checkout step 3 Purchase
10,000 1,500 450 315 250 200
Visitors -> Add to cart 15%
Add to Cart -> Checkout 1 30%
Checkout 1 -> Checkout 2 70%
Checkout 2 -> Checkout 3 79%
Checkout 3 -> Purchase 80%
Overall conversions rate 2%
Raw Data
Conversions rate by funnel step
Optimize Your Purchase Funnel
● The ultimate ecommerce real-estate on Google
● Give users with intent (high or low) a glimpse into your store
● Utilize promotions, reviews, unique selling points to dominate your
niche
#3 - Google Shopping Ads
חיפוש כללי של נעלי ריצה
Shopping מודעות
תוצאות אורגניות
Desktop
Google Shopping Ads
חיפוש כללי של נעלי ריצה
Shopping מודעות
תוצאות אורגניות
Google Shopping Ads
Mobile
What to do:
1. Get your products on Google Merchant Center
2. Adjust images, titles and descriptions
3. Google Ads campaign structure
4. Optimize campaigns, feed and promotions constantly
Google Shopping Ads
#4 Remarketing for eCommerce
Dynamic Remarketing
1. Make sure your Tags are properly implemented
2. Apply dynamic remarketing capabilities
3. Show the right product to the right person at the right time
Get Your eCommerce Remarketing Right
12
3456
● Track all stages > All events and goals are falling in place
● Understand the purchase funnel converting segments and target them
Tracking: Tag & Events
Show The Right Product Ad at The Right Time
#5 Email Marketing for eCommerce
Create Email Flows That Convert
1. Abandoned Cart Optimization
2. Browse Abandonment
3. Welcome Series
Winning Templates
Loyal ClientsExtension of Life Time Value
Go To Market
Media Plan3
Go-To-Market, With a Smart Media Plan
Strategic Marketing Plan Based on See/Think/Do
Framework
Data Analysis &
Dashboards
1 2
Media Marketing Methodology
People who wear shoes
People who wear shoes who are thinking they need some
People who wear shoes who are thinking they need some, and are looking to buy them right now
People who already bought from you
Media Marketing Methodology
Who Are The Ones That SEE?
Relevant audience with no specific buy intent
Platform Campaign Type Targeting
● Cold Targeting ● Interests ● Look-a-Like
● YouTube● Display
● Keywords● Topics● Interests● Affinity
Platform Campaign Type Targeting
Shopping Niche Specific
Search Niche Keywords
Audience showing interest in your niche
Who Are The Ones That THINK?
Platform Campaign Type Targeting
Email Marketing Abandoned Cart Users
DPA / Regular Campaign Remarketing
Search / Display / Shopping / Youtube
● Brand Keywords● Remarketing
Audience showing interest in your brand/product
Who Are The Ones That DO?
Platform Campaign Type Targeting
Email Marketing Past Purchasers
Regular Campaign Remarketing to past purchasers
Search / Display / Shopping / Youtube
Remarketing to past purchasers
Audience who already bought the product
Who Are The Ones That CARE?
● Dashboards
● In depth data analysis
● Optimizations based on data
Marketing IntelligenceUnderstand Your Data
MGMT Level
Marketing Level
See Think
✓ Prepare your store with all the advanced Marketing- Tech implementations
✓ Apply See-Think-DO-Care Growth Methodology
Growth Marketing
Response to Covid-19
Do
✓ “New Normal” is here✓ See the opportunity ✓ Act Now!
✓ Research✓ Analize ✓ Plan
Key Takeaways
Q&A
THANK YOU!
For Questions, Consulting & FREE Website Audit to IEI Members
Contact Us: [email protected]