Presented at the South Florida eCommerce Expo, this presentation dives into the marketing skill sets that are required to be successful in today's eCommerce industry.

1. Merchant, Meet Marketer
The Five Marketers Your eCommerce Business Needs
Ryan Lunka, Digital Marketing Director

2. For the most part,
we are struggling
with eCommerce.

3. Just how bad
are we talking?
eCommerce businesses
fail within 120 days.
-- Trade Gecko, https://goo.gl/mHHQXk
90%
Task failure rate on
eCommerce websites.
-- Target Marketing Magazine, http://goo.gl/7gkzsc
45%
Retail startups still open
after 4 years.
-- Tech.co, http://goo.gl/8Jd5s0
47%
Failure rate for new
eCommerce websites.
-- Practical eCommerce, http://goo.gl/AyqKDt
80%

5. Please guys have a look and help me generate my first sale.
- daj_louis
The one thing I'm still perplexed about is gaining traffic. I don't know how
to do it and I don't know what I'm doing wrong.
I have used FB Ads in the past. I have Google Shopping currently. I use Ad
Words currently. I give out free items to fashion bloggers. I post regularly
on instagram, twitter, fb, google + and tumblr. I blog on my website. I use
other free marketing tools such as online forums, wheretogetit, and more.
Still nothing.
- GalBoss16
I have already made some sales, but it seems that most of the people that I
attract to the website, leave because something is confusing or not clear.
- bourgarbui
reddit.com/r/ecommerce

6. Failure to properly staff. Not enough quality content.
Poorly designed website. Lack of differentiation from
competitors. Inability to plan and forecast. Trying to sell
everything to everyone. Poor customer experience. Lack
of budgeting and financial control. Unable to accurately
measure success. Poor technology selection. Offers
aren’t good enough. Lack of compelling calls to action.
Lack of security and credibility. Too few payment
options. Unfocused business owner. Non-optimized site
navigation. Lack of industry knowledge.
Mismanagement of inventory. Low quality product
photography. Inability to drive traffic.

7. Failure to properly staff. Not enough quality content.
Poorly designed website. Lack of differentiation from
competitors. Inability to plan and forecast. Trying to sell
everything to everyone. Poor customer experience. Lack
of budgeting and financial control. Unable to accurately
measure success. Poor technology selection. Offers
aren’t good enough. Lack of compelling calls to action.
Lack of security and credibility. Too few payment
options. Unfocused business owner. Non-optimized site
navigation. Lack of industry knowledge.
Mismanagement of inventory. Low quality product
photography. Inability to drive traffic.

9. Inbound
Marketer
Writer &
Storyteller
Content
Strategist
Marketing
Technologist
Data
Analyst

10. Inbound Marketer
• Search Engine Optimization
• Blogging
• Social Media
• Email Marketing

11. If you build it, he will come.

12. Understand the buyer’s journey…
...understand your customer personas.

15. Writer &
Storyteller
• Creates Content
• Builds Emotional Connection
• Inspires Action

16. 555,782,547
Number of Blog Posts Published on WordPress.com in 2014
http://goo.gl/Vg94LY

17. If you don’t offer compelling,
differentiated experiences,
your current customers will
research, look, purchase, and
become loyal elsewhere.
-- Robert Rose & Carla Johnson from Experiences: The 7th Era of Marketing

18. You need to tell a story.
https://goo.gl/5Asbqh

20. Content
Strategist
• Science of Web Content
• Information Architecture
• Site Design and Layout

21. Your visitors are lost.

22. Your visitors are REALLY lost.

23. Your content doesn’t make any sense.

24. The content strategist is a rare breed who's often willing
and able to embrace whatever role is necessary to
deliver on the promise of useful, useable content.
-- Kristina Halvorson, Content Strategy For the Web
Organize
Audit
Create
Manage
Advise
Measure
Research
Brand
Optimize
Ideate
Analyze
Catalog

26. Marketing
Technologist
• Marketing + IT
• Technology Integration
• Platform Architecture

28. Marketer Technologist
Marketing
Technologist

30. So far I’ve challenged you to…
Attract customers with blogging & social media.
Tell stories that create an emotional bond.
Architect and organize your content.
Build a technology platform to support it all.

31. Data
Analyst
• Analyze Web & Sales Data
• Utilize Third Party Data
• Make Recomendations

34. Failure to properly staff. Not enough quality content.
Poorly designed website. Lack of differentiation from
competitors. Inability to plan and forecast. Trying to sell
everything to everyone. Poor customer experience. Lack
of budgeting and financial control. Unable to accurately
measure success. Poor technology selection. Offers
aren’t good enough. Lack of compelling calls to action.
Lack of security and credibility. Too few payment
options. Unfocused business owner. Non-optimized site
navigation. Lack of industry knowledge.
Mismanagement of inventory. Low quality product
photography. Inability to drive traffic.

35. Inbound
Marketer
Writer &
Storyteller
Content
Strategist
Marketing
Technologist
Data
Analyst

36. Thank you!
Follow me:
@rlunka
www.ryanlunka.com
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@nChannelCloud
www.nchannel.com/blog/
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