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Connecting content, e-Commerce and Digital Marketing with EPiServer
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6 years ago
today
“How Google’s Move to 100% (Not Provided) Helps You
Become a Much Better Marketer”
“Why Content Marketing is the New SEO”
Budgets - Digital Marketing Channels / Disciplines in 2014
Techniques to support content
marketing activities
Resources you should consider
having in-house
Where other ecommerce teams are
focusing their efforts in 2014
Source: blog.seven.co.uk
Marketers - Media Budgets
Engagement with Content is Increasing
Investment in Content Marketing in 2014
Primary Drivers for Content Marketing
SEO
• Search still dominates buying journeys
– Original and unique content for your audience to stay ahead
of the competition
• Some retailers - Major focus on SEO as part of its
overall business roadmap
– Permeates the ecommerce team - editorial and product
content
Connected Customers are on a
continuous path-to-purchase
FORMULATION:
Consideration• Self-identified need
• Provoked need
PRE-COMMERCE:
Evaluation• Value Proposition/PODs
• 1:1 relevancy
COMMERCE:
Transaction• Self-actualization
• Validation
POST-COMMERCE:
Express• Experience evaluation
• Advocacy and loyalty
Provide the whole picture and elevate
your offering
CONTENT + COMMERCE
Customer Engagement or Sales?
• Retail Focus
– Editorial content used to drive sales
– Reactive to trade patterns - Targeted features within 1-2 days
of previous week’s trading
– Merchandising goals - Pushing poor performing categories or
highlighting under-performing products
– Coordination with offline sales - Highlight through content
spots if it’s not performing as well online
Rise of Editorial
• Brands have identified the need to engage customers
around lifestyle elements / interest areas, not just sell
them product
• Content is playing a vital role - used to educate,
inspire and even seduce
“…Understanding the customer and
the type of content they are
looking for is crucial…The Journal
provides this information in an
informing and engaging way.
Yes, it’s about selling product but
more so about inspiring
consumers. Content helps build
trust with readers and customers; it
provides context for the brands they
engage with on the site and for the
products they are interested in.
Nowadays customers expect for a
luxury retailer to create an
experience beyond shopping.”
Director of Sales & Marketing
Dedicated editorial team -
Editorial Integrity
Best names in journalism and
fashion – Ensures features,
shoots and interviews are
topical and engaging
Operates closely alongside
marketing and buying
functions - Editorialise
forthcoming launches and
initiatives
“The site is curated, edited and
served by an independent world-
class team”
John Brody - Editor in Chief
(Previously at GQ)
“I’ve worked on other websites where
content ghettos have been created,
where you go left to read and right
to buy. We wanted to avoid that
separation so throughout the
customer journey, whatever your
landing page or the marketing
campaign you’re viewing, the
editorial focus is both contextual
and relevant.”
Director - M&S
Multiple Markets with localised
content
Physical retail stores
Expert advice and guidance
content
Positive customer feedback
Status of Company Content Strategy
Content Guidelines used by Content Teams
Driving Commerce through Content
• Challenges:
– Adding the commercial ‘shopability’ to content on ecommerce
websites
– Ensuring the editorial or content team is in sync with
commercial production
– Platform and team to support the content marketing plan and
scale
Content Marketing KPIs
Revenue and conversion
– Conversion rate (basket-to-order and visit-to-order)
– Average order value
– Revenue
Traffic
– Total visits
– Unique visitors
– New vs. return visits
Content Marketing KPIs
Engagement– Dwell time (time on site)
– Pages per visit
– Bounce rate
– Social shares
– Comments and Likes (including ‘favouriting’ individual content assets)
– Product reviews
– Banner click-through rate
Content Marketing KPIs
Offline
– Visits to store (hard to track accurately)
– In-store purchases
– In-store content usage (e.g. scanning a QR code for a
product to watch a video)
– Call tracking
Attribution Analysis
• Not enough use of attribution analysis for content
marketing activity
• Multi-path analysis
• Understand the full contribution of content rather than
relying on the limiting last click view
• Attribution of content to future conversion
• Users who regularly view content have higher AOV
Commercial Benefits of Content Marketing
The Editor’s Pick -one
of four key content
formats
Ecommerce team can
see products featured
in this list hit the top
10 bestsellers across
the business, not just
online
Business Results
Increased spend– 50% of companies experienced higher AOV as a result of
content marketing activity
Positive customer feedback– 50% of companies experienced positive results from an
investment in content marketing.
• Visible feedback (e.g. a customer review added to the website)
• Invisible feedback (e.g. a customer telling an in-store employee that a buying guide on the website helped them decide what product to buy)
Focus Areas
Roadblocks
The EPiServer Difference
Agilityto respond quickly to
market opportunities
Experience is
the differentiator today
Business
Efficiencythrough simplicity
Deliver an Exceptional Experience
Near termRoadmap
EPiServer is the coice for leaders in the
digital world.
Digital LeadersEmerging devices
Automatic upgrades
Customer centric service
Relevance marketing
Profile Store
Advanced orders
Campaigns
Connections
Cloud
Campaigns
Campaigns
Connections
Cloud
Delivery Model
EPiServer
Software
EPiServer
Add-ons
Managed Web Operations
Sites
On-premise solution
Scales by sites/serversCloud solution
Scales by sites/servers
Recurring monthly
Roadmap Summary
Emerging devices
Automatic upgrades
Customer centric service
Relevance marketing
Profile Store
Advanced orders
Campaigns
Connections
Cloud
Thank you!
David BowenProduct Manager
@dmbowen
Peter SunnaProduct Manager
@sunnaster
The Choice for Leaders in Digital
