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OPTIMIZING YOUR DIGITAL MARKETING STRATEGY WITH DATA
A GROWTH FOCUSED PERSPECTIVE
Prepared for Expo West
March 10th, 2018Privileged and Confidential
INTRODUCTION
22 Privileged and Confidential
• Marshall Hayes Founder & CEO, Amplio Digital
• Background: Amazon, Digital Marketing, Startups
• Area of Focus:Amazon & Ecommerce
Es#mated % Market Share of U.S. Grocery Retail 2016 (Top Retailers in U.S.)
5332 2796 2327 511 9672 1136 1990 1802 8175 441 343
2%2%2%3%3%3%4%4%5%
10%
21%
Estimated # of U.S. Stores
42%All others
CURRENT STATE OF GROCERY RETAIL
33 Privileged and Confidential Source: Business Insider, “Here’s Where Americans Are Buying Their Groceries,” 2017 BofA Merrill Lynch, “2017 Food and Discount Retail Primer,” 2017
CURRENT STATE OF ONLINE GROCERY
44 Privileged and Confidential
Es#mated U.S. Online Grocery Sales 2016 (In Billions)
0.30.30.30.60.70.80.80.8
2
6.2
Source: Supermarket News, “2017 Digital Top 10: Picks to Click,” 2017
CATEGORY MATTERS
55 Privileged and Confidential Source: Clickz, ”The Age of Amazon”
Consumer Survey: How do you typically buy products in each category?
Baby Care Apparel Grocery Home HPC Pet
26%13%14%
6%17%17%
34%
37%
54%72%
28%34%
40%50%
32%22%
55%49%
Mixture of BothPhysical StoreOnline
Health & Personal
WHY DIGITAL MATTERS
66 Privileged and Confidential
Spending Power by Age Cohort (in trillions)
2015 2020 2015 2020
3.9
2.4
4.44.8
Baby Boomers Millennials
Source: Bureau of Labor Statistics, US Census Bureau
CURRENT STATE OF ECOMMERCE
77 Privileged and Confidential Source: Bureau of Labor Statistics, US Census Bureau
Market Share of U.S. e-Commerce 2017 (Top 10 Publicly Traded U.S. Companies)
$196.8B $30.7B $16.2B $16.2B $6.7B $6.3B $5.4B $4.1B $4.0B $3.1B
1%1%1%1%1%2%4%4%7%
44%
FOCUS ON THE CONSUMER
88 Privileged and Confidential
9
THE OMNICHANNEL BUYER’S JOURNEY
Source: GetCRM9 Privileged and Confidential
MARKETING INVESTMENT TRENDS
1010 Privileged and Confidential Source: Clickz, ”The Age of Amazon”
Marketer Survey: Are you planning to increase, decrease or maintain marke#ng investment by channel?
Amazon Google Facebook Instagram Pinterest Bing Snapchat Twitter
10%10%15%11%6%4%5%1%
67%63%58%59%
47%43%41%
36%
23%27%27%30%47%53%54%
63%IncreaseKeep the SameDecrease
ECOMMERCE HAS MANY COMPETITORS
1111 Privileged and Confidential Source: Amplio study compiling Adwords searches for 165 brands, 2018
All Others0.6205
Jet0.0377
Thrive0.065
Walmart0.0671
Target0.0671
Amazon0.1426
E-retailers and Third-Party Marketplaces are aggressively capturing traffic. If you want to capture search engine traffic as part of your E-commerce strategy, leverage these websites:
Grocery 90% 22% 55% 57% 43% 10%
HPC 98% 15% 58% 63% 55% 28%
Beauty 93% 0% 30% 60% 30% 3%
Pet 93% 0% 70% 57% 40% 3%
Apparel 93% 0% 33% 43% 13% 7%
Of the various options other than Amazon, Walmart, Jet and Target are the most popular online retailers and marketplaces. Brands have differing levels of adoption ranging from zero (no products listed) to high (multiple products listed with 50+ reviews).
ECOMM / 3RD PARTY ADOPTION LEVELS
12 Source: Amplio study compiling adoption levels for 165 brands, 2018
FOCUS ON WHAT CONSUMERS WANT
1313 Privileged and Confidential Source: Retail Systems Research (RSR) 2017
Factors With The Biggest Impact on Consumer Purchase Decision
PricingProduct Availability
Product AssortmentProduct Info (e.g., Images)
Free ShippingUser Ratings/Reviews
Better Internet DiscoveryFaster Shipping
Trending in SocialFree Returns 6%
17%18%
22%25%
27%28%
36%54%
68%
1414 Privileged and Confidential
FOCUS ON THE PRIME CONSUMER
15
DOES AMAZON PLAY NICE WITH OTHERS?
15 Privileged and Confidential
• High ratings on your product reviews
• Pricing parity (this takes work)
• Represent your brand well
• Be there or be square (you’re already there)
Product Type Average Listing Price
Est. Monthly Unit Sales* per
ASIN
Est. Monthly Product Sales*
per ASIN
Average # of Reviews per
ASIN
Average Review Rating
Energy Drink $28.53 700+ $20,000+ 699 4.3
Granola Bar $11.00 1,250+ $15,000+ 908 4.4
Shampoo $12.84 3,000+ $40,000+ 851 4.1
Dog Food $27.87 3,000+ $90,000+ 1,844 4.2
AMAZON DATA ANALYSIS
16 Source: Amplio study compiling adoption levels for 165 brands, 2018
CONNECT
INFORM
EDUCATE
DIFFERENTIATE
CONVERT
FOLLOW-UP
FEEDBACK
RELATIONSHIP
AWAR
ENESS
CO
NSID
ERATIO
NPU
RC
HASE
RETEN
TION
ADVO
CAC
Y
Translating the marketing funnel to fit the marketplace.
18
DATA AS THE STEEL THREAD
Source: GetCRM18 Privileged and Confidential
19
Key Points
19 Privileged and Confidential
• Assess your distribution with Ecommerce in mind
• Measure against benchmarks
• Understand what your consumer wants and give it to them
• Leverage the audience of marketplaces (i.e. Amazon)
Q&A