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This is part of a lecture that I have conducted with a couple different MBA programs in the LA area.
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Ecommerce & Digital Marketing
Agenda:
• Digital Integrated Marketing Plan
• Channels, Funnel and Spend
• SERP Strategies
• Position, Video, Timing
• Analytics
• Real Estate, Search, Success
• Tools and Resources
• Free & Cheap
MUCKERLAB
Channel Strategy Focus & Tactics Next Step Timing
Paid Search & PLATransactional marketing. Bottom of the sales funnel engagement.
Setup Complete Launch
MarketplacesTransactional marketing. Bottom of the sales funnel engagement.
Marketplace approval and catalog testing
Amazon, Ebay & Early Adopters
EmailTransactional and Awareness campaigns to facilitate current and future sales.
200K emails acquired Fast Follow
SEO StrategyTransactional marketing. SEM results will lead us to the correct strategy.
Collect data. Ongoing
Video AdsAwareness campaigns. Top of the sales funnel engagement. SEO/SERP Trap door.
Scripts, product and production time
2014
SocialListen and engage consumers looking for floor liners or unhappy with what they have.
Cybersquatting 2014
Display Ads & Remarketing
Awareness campaigns. Top of the sales funnel engagement.
Product digital asset creation 2014
Comparison Shopping
Transactional & Awareness marketing. Bottom of the sales funnel engagement.
Catalog testing 2014
Affiliate ProgramTransactional and Awareness campaigns to facilitate current and future sales.
Product digital asset creation and publisher recruitment
2014
Integrated Digital Marketing Plan
Awareness
Awareness & Interest
Interest & Purchase Intent
Paid
Sea
rch
Soci
al
Aff
iliat
e M
arke
ting
Dis
play
Ads
Vid
eo &
Vid
eo A
ds
SEO
Emai
l
Mar
ketp
lace
s
Com
pari
son
Shop
ping
Eng
ines
Sales Funnel Sales Channels
CAMPAIGN TIMING
Digital Marketing Spend – Non PPP
PPCPaid Search and PLA $70,000 $225,000 $687,500 $982,502
Display and Video $100,000 $62,500 $162,501
Email $20,000 $375,000 $395,001
CSE $10,000 $125,000 $135,000
Budget $200,000 $500,000 $500,000 $1,250,000 $2,450,000
PPPMarketplaces $50,000 $100,000 $100,000 $250,000 $500,000
Affi liate $10,000 $20,000 $10,000 $50,000 $90,000
StrategicSEO $50,000 $50,000 $100,000
Social $10,000 $20,000 $40,000 $30,000 $100,000
Total Spend $320,000 $640,000 $700,000 $1,580,000 $3,240,000
Primary Campaigns
40%
30%
Q3Q2Q1
35%
50%
5%
10%
Q4
55%
5%
30%
10%
45%
50%
5%
10%
20%
Awareness
Awareness & Interest
Interest & Purchase Intent
Purchase
Truck or Car Mats
•High Search Volume•Less Qualified Traffic•Low Conversion
Floorliners
•Good Search Volume•Some Qualified Traffic•Average Conversion
Truck or Chevy
Floorliners
•Low Search Volume•Qualified Traffic•Good Conversion
Chevy Silverado
Floorliners
•Little or No Search Volume•Very Qualified Traffic•Excellent Conversion
Paid Search Example
SERP
Paid and Organic Mix
Paid:Text AdPLA
Organic:Page URLImagesVideo Thumb
**Multiple Layouts
Paid Search - Relevancy
• Higher CTR
• Higher Placement by Google
• Lower CPC
Paid Search – Keyword Insertion
Keyword Wildcardshttps://support.google.com/adwords/answer/2454041?hl=en&from=74996&rd=1
SERP – Google+
Google+ Don’t forget it.
SERP
PPC – Position 1-3 vs. 4-6
1-3 4-6
CTR 1.89% 0.53%
CPC $1.33 $0.93
Visitors 7,519 10,753
Conv. Rate 2.21% 1.58%
Purchases 166 170
AOV $287.23 $263.00
Revenue $47,680 $44,710
Test Targeting Position 4-6
= Cost / Revenue> Traffic / Awareness
$10,000 Budget Test – Consumer Electronics
ADWORDS
Televised Events - Timing
SUNDAY, FEBRUARY 24
AUTO ACCESSORIES• NON-PEAK SEASON• HIGHER SEARCH VOLUME• LOWER CPC• HIGHER CTR
SERP
Video in the SERP
http://www.reelseo.com/add-infile-metadata-video-files/
Organic Results by Company:
1. Amazon2. Amazon3. Kraco4. Ebay5. Ebay6. Ebay
Video Sitemaps
+In-file Metadata
ADWORDS
Video Ads (Awareness)?
Video Ads – YouTube
CTR = 3.13%CPC = $1.14Conv. Rate = .04% to .5%
**Video Ad Tests vs. Mature Text Ads
Text SERP - Google
CTR = 1.56%CPC = $0.85Conv. Rate = 2.05%
MARKET SHARE
Video & Search – 80/20 Rule
Its Google
1. Real Estate Analysis– Evaluate the “hot spots” on the site and the subsequent click
streams. Are they leading to conversion? If not, test with new content.
2. Search Analysis – Evaluate what people are searching for via the site’s search engine. – No results; Customers are asking you questions – are you
answering?– Paid / Organic Search optimization – Search Results Sitemaps
3. Success Profiles – What is it that converting customers share – navigation paths, entry points, page views, etc.?
Analytics – 3 Musts
ANALYTICS
Understanding Real Estate
BRYAN EISENBERG
Tools – Free and Cheap
http://www.websitetestingtools.com/
RESOURCES
eCommerce and Retail Buyer Personas Notes
Internet Retailer Our #1 ecommerce target. Publisher of the Internet Retailer 500 list, Puts on IRCE, IRWD, and other conferences.
Shop.org Blog The Big Kahuna of online retail organizations and online branch of National Retail Federation. Sign up for their newsletters too. Puts on Shop.org Summit and other conferences. Yes, we're a member.
NRF Blog National Retail Federation blog. They're kind of a big multi-channel deal.
Stores Flagship publication of the National Retail Federation, publisher of the Stores 100 list. They put on the NRF BIG show and others. Shop.org is their online branch.
Retail Touchpoints Multichannel retail publication
Multichannel Merchant Umbrella site for several multichannel retail publications, including Direct (for email and direct marketers). Any of their sites are a T1.
Digiday Where digital content and commerce meet. Hey, that sounds like us!
Get Elastic Blog by ecommerce provider Elastic Path. Well read and well-subscribed
Demandware Blog Blog by one of our favorite partners. We'll guest-post here sometimes.
Monetate Blog Blog by another favorite partner, where we occasionally guest-post as well
Practical eCommerce Good principles here, but targets mom-and-pop etailers, hence not read by our prospects
Publications - Ecommerce Retail
RESOURCES
Publications - Ecommerce Marketing
Marketer, Interactive Marketer, Agency Notes
Chief Marketer Well read by both agency and client-side marketers
Mediapost High circulation, high credibility. Also publishes OMMA (Online Marketing, Merchandising and Advertising) and puts on OMMA Awards
eMarketer eMarketer is the online marketer's #1 source of stat, facts, and infographics. So getting covered here puts us in front of 57.93% of our target prospects. It's kind of like an analyst firm too.
Website Magazine Well-read both online and in print. Which is funny when you think about it.
Brandweek/Adweek The #1 publication for advertising
Clickz Interactive marketing news
MarketingSherpa
RESOURCES
Publications - Ecommerce VideoOnline Video, Social, Technical and Specialty Functional
Notes
Talkwalket.com Google Alerts
Social Mention – www.socialmention.com
Moment Feed – www.momentfeed.com
Streaming Media Good to read on the semi-technical side of video, but not influential with buyers. More for video enthusiasts who geek out on codes.
Onlinevideo.net Sister publication to Streaming Media. More Marketing-centric but still not widely read by prospects. More appeal to the DIY video crowd.
ReelSEO High traffic, but not well read by our prospects (more for DIY-style video marketers). Closely tied to our competitors, but covers us sometimes too.
Mobile Commerce Daily Good mobile-focused pub that's covered us sometimes
Mobile Marketer Similar to Mobile Commerce Daily
Fierce Online Video Primarily covers video for advertising/media