A well-designed web site is user-friendly, helping consumers find what they want fast and then making ordering very easy. Ecommerce sites use online marketing (search engine marketing and social media marketing with blogs, wikis, podcasts and RSS feeds) to reinforce their brand, generate highly targeted traffic and track its conversion rate and ROI.
23. Email from a merchant you didn’t know Shopping Comparison Site Search Inquiry Email from a merchant you know and trust 7% 32% 37% 38% Online Sales Strategy What’s Motivating Consumers To Buy? Source: MarketingSherpa/Directions Research, January 2006
59. Affiliate Marketing Outsource SEM, free reign with brand names Outsource SEM, Weighing negative impact on brand use by affiliates Restricting brand use to top-affiliates Don’t Allow affiliates to use brand names with SEM 29% 15% 23% 24% 16% 39% 51% Source: Marketing Sherpa, Inc
68. Word of Mouth Marketing (WOMM) and Social Media Marketing (SMM) www.advmediaproductions.com SMM Characteristics WOMM Characteristics Generates brand-awareness, buzz and web site traffic Generates brand-awareness, buzz and web site traffic Online only Online and Offline (20% online) Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along Requires excellent product or service “influencers” can use be excited, and talk about Spreads by itself through the social web and relies on passing messages along from friend to friend Relies primarily on targeting “evangelists/influencers” to spread the word