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