10 Ecommerce Retail Trends for 2015

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Digital Marketing in 2015

10 Essentials for Ecommerce marketing

Dr Dave Chaffey. SmartInsights.com

2

About Dave Chaffey

• Digital marketing consultant/trainer

since 1997

• Author of 5 bestselling marketing books

• Editor of SmartInsights.com - a

marketing advice site with Expert (Pro)

members in over 80 countries using our

planning guides, templates and online

courses to improve results.

3http://bit.ly/smartstrategy

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Mobile tipping point passed

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The multiplatform majority?

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Is mobile responsive sufficient?

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Or is adaptive needed?

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AO.com adaptive

9http://bit.ly/smartgraphics

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#1 A defined Digital Strategy PLAN

Download Digital Marketing 2015 report:

http://bit.ly/smartdigital2015

11Download Digital Marketing 2015 report:

http://bit.ly/smartdigital2015

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#2 Define audience and select best targeting options

PLAN

http://bit.ly/smarttargeting

Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing

programmeLapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with personalised content

Feature Email Sent wk. 2 each month to all contacts

Offers and

DealsSent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference

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The RS NewsletterHero banner

Customised content: (Customer Profile)

• EDE (Electronic Design Engineers)

• Non-EDE (Electronic Design Engineers)

• Promo Excluded (Key and Corporates)

CLC Module

Customised content: (Customer Lifecycle)

• Nursery

• Development

• Acquisition

BEH ModuleCustomised content: (Behavioural data)

• Abandoned Baskets

• Browsed Not Bought

• Propensity to Buy (A recommendations model)

• Top Sellers

Local Module

Product modules can vary in number and format.

Maximum of 8 modules per email.

Product Modules

Optional modules for any local activity/information.

Source: Harriet Mitchell Smart Insights

2014 Digital Impact conference

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#3 A Brand OVP/YouTility

Audience use of digital and social

media > Personas

Commercial goals >

Customer engagement

> OVP

> Marketing Mix

Branded

Content Marketing Strategy

Integrated

Marketing

Communications

Strategy

Integrated

Digital platform tactics and tools

OVP = Online Value Proposition

= Brand Adding Value to Audience

Help me do my job / live my life

Help me develop / learn

Help Make me look good

Help Entertain Me!

Help me Select and Use Products

http://bit.ly/smartovp

PLAN

http://bit.ly/smartpersonas

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ASOS published

CRO improvements

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#4 A brand personality?How can you/should you STRETCH?

Personality is the unique, authentic, and talkable soul

of your brand that people can get passionate about.

Personality is not just about what you stand for, but

how you choose to communicate it. It is also the way

to reconnect your customers, partners, employees,

and influencers to the soul of your brand in the new

social media era.

Source:

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

19View clips

Making the experience human

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Improving Reach

Key Trends

Increased micro-targeting options

Mobile targeting

Engagement through Visual Apps

Quality SEO signals

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Why content marketing matters

Q. Do you have a blog?

Q. Is blog traffic ‘significant’ to your business?

Source: Similar Web

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Search and Email Marketing Rock!

Social Sucks!

Source: Custora Pulse

Customer Acquisition by email has

quadrupled over the last four years.

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Today’s complex customer journeys

Source: Online marketplace mapping

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#5 SEO and PPC

Win for range of

customer searches

B2B example

1. Generic

“Accountants”

2. Long-tail

“Bookeeping Sage25”

3. Local

“Accountants

Portsmouth”

4. International

5. Mobile

6. Image/video

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More on update

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REACH

#6 Experiment to test the best media investments: 70: 20: 10

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Google AdWords Remarketing example

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New Facebook retail retargeting

Source: Smart Insights alert

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Increasing InterACTion

Key trends

Interactive content marketing

Investment in outreach

Immersive-responsive landing pages

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#7 Define and optimize conversion pathways

ACT

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Define Top Tasks?

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#8 A kickass content marketing strategy

http://bit.ly/smartercontent

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Pop-ups work (unfortunately)

Source: Kath Pay on Smart

Insights

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Increasing Conversion

Key trends

Evolutionary site design / growth hacking

Mobile CRO

Improvements to Universal Analytics

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#9. A CRO mindset + process

Source: Chris Goward - WiderFunnel

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UK Ecommerce example of mindset

41http://www.youtube.com/watch?v=VRYbpfrrxbg

42Use the free Google Content Experiments – we do!

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Practical Tip – using customer feedback tools

http://bit.ly/smartfeedback

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Improving Engagement

Key trends

Customer satisfaction and feedback

Social media marketing

Engaging Email marketing – TEST, LEARN, REFINE

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Mobile First!

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…Mobile first?

Source: Litmus Dec 2014

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Make your first 3 CTAs count!

Source: Litmus Dec 2014

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49

An example

of improving

Marketing

Automation

:Halfords case study

50Source: 7 Steps to Digital Transformation Infographic

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Let’s Connect!

Questions & discussion welcome

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