2015 E-commerce Trends and Tactics

ELITESEM.COM CONFIDENTIAL














2015 TACTICS EVERY MARKETER SHOULD KNOW

April 15, 2015


AGENDA The Big Idea! What are 2015’s Most Important Trends?

• Cross-Device Advertising

• Attribution Focusing on Landing Page Experiences Collaborating Across Campaigns

• Invest in Building Your Audience

• Slam Dunk the Easy Wins The Importance of Feeds


The Big Idea!

ELITESEM.COM CONFIDENTIAL Theophilos Papadopoulos


I’ll will get to that…… eventually

Theophilos Papadopoulos

ELITESEM.COM CONFIDENTIAL Theophilos Papadopoulos

THE INDUSTRY OUR COMPETITION US


What are 2015’s Most Important Trends?


CROSS DEVICE


DEVICE TYPE

TRENDS A Recent Elite

SEM Whitepaper


TOTAL (%) CLICKS BY

DEVICE Desktop now

accounts for less than 50%.

Search to store

why

Faith

Company set up

73%

15%

12%

% OF CLICKS 2013

60%

27%

13%

% OF CLICKS 2014

49%

38%

13%

% OF CLICKS 2015

76%

15%

9%

% OF CLICKS 2012

TABLET—MOBILE—DESKTOP


TOTAL (%) COST BY

DEVICE Mobile cost

growing at a slower pace (for now…)

Search to store

why

Faith

Company set up 65%

20%

15%

% OF COST 2014

70%

17%

13%

% OF COST 2013

79%

12%

9%

% OF COST 2012

59%

25%

16%

% COST 2015

TABLET—MOBILE—DESKTOP


ATTRIBUTION

ELITESEM.COM CONFIDENTIAL hEp://blog.zerodean.com/2012/moLvaLonal-‐images/success-‐percepLon-‐vs-‐reality/


WHY ATTRIBUTION WAS EASIER

Fewer devices, fewer campaign

types.

Search (SEO)

Display Email

Search (PPC)


WHY ATTRIBUTION

IS HARDER NOW

Present day digital marketing touch

points. .

RemarkeLng


THE FLIGHT

PLAN In 2015 the

funnel isn’t a realistic

customer journey.


OUR 3 COOKIE

PROBLEMS Other than not being

gluten free.

•  Cookies Break •  Cookies Expire •  Cookies Don’t Play Well

Across Devices


USER ID AND GOOGLE

ANALYTICS How User ID and

Client ID differ.

Search to store

why

Faith

Company set up


CONNECTING THE DOTS

Breaking down the cross device barrier

with User IDs.

IDs must be non-PII


CROSS DEVICE

PURCHASING HABITS

Customers starting on one device and

converting on another.

>40%


MEASURING ALL KEY

CHANNELS Offline sources and

other marketing channels continue to

fragment and grow.


WHY CONNECTING

DOTS MATTERS

Because wow that’s a high %.

Search to store

why

Faith

Company set up


LIFETIME VALUE

Not all customers and

conversions are created equal.


FOCUSING ON OUR LANDING PAGE EXPERIENCE

NYC SF ATL PHL ELITESEM.COM CONFIDENTIALFLL

92:1 COMPANIES TYPICALLY SPEND $92 TO BRING CUSTOMERS TO THEIR SITE

BUT ONLY $1 TO CONVERT THEM


THE ON PAGE

TRINITY A cohesive journey between keywords,

ads, and landing pages.

THE CONVERSION TRINITY

1  Aligning the relevance of the landing page/conversion path experience to the visitor.

2  Increase the percepLon of value while decreasing the percepLon of cost.

3  Making sure users understand exactly what acCon they should take and ensuring page content assists in building that confidence

CALL TO ACTION RELEVANCE

VALUE


INVEST IN A GOOD

MOBILE EXPERIENCE

You knew I was going to mention

it, am I right?


A COLLECTIVE EFFORT


DIGITAL IS A TEAM

GAME While some

players may get more credit than

others. hEp://pixdaus.com/helping-‐hand-‐humor/items/view/181564/


Poll Time!


INVEST IN BUILDING

YOUR AUDIENCE A tough but most

necessary job.


SLAM IT HOME,

BIG MAN! Remarketing & email segmentation to seal

the deal.


GOT FEEDS?


FEED DETAILS MATTER

A good feed will go a long way.

Include and variate on •  Title

•  Description

•  Brand

•  Color

•  Size

•  Style

•  Material

•  More > Less

•  Think like a user


THE FUTURE

OF FEEDS Feed based

campaigns and uses continue to

grow.


LET’S RECAP

Key Trends and Takeaways

The biggest trends in 2015 are… q  Cross-Device Advertising q  Attribution

Focus on Your Landing Page Experience q  Implement the Conversion Trinity q  Invest in a Good Mobile Experience

Digital is a Collaborative Effort q  Invest in Building Your Audience q  Slam Dunk the Easy Wins

The Importance of Feeds q  Get Feed Details Right q  Feed Applications Continue to Grow


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www.elitesem.com

646.350.2789

[email protected]

Marketing

2015 E-commerce Trends and Tactics