Accelerate Growth for Ecommerce with Digital Marketing
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Presentation by Reload's Head of Business Development at the Ecommerce Growth Masterclass - Bali 2019
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Accelerate Growth for Ecommerce with Digital Marketing
- 1. Accelerate Growth With Digital Marketing
- 2. Who Are We? So you can put some names to the Reload faces in the room today. Fully supported by 70+ International digital experts. Emily Forrest Head of Business Development Elise Biddle Digital Account Manager
- 3. New York, USA Shanghai, China Singapore Taipei, Taiwan Hong Kong Glasgow, Scotland Sydney, Australia Huizhou, China Toronto, Canada London, England Auckland, New Zealand Seattle, USA Brisbane, Australia Lisbon, Portugal Cleveland, USA Melbourne, Australia San Diego, USA Manila, Philippines Bali, Indonesia Boston, USA And Who is Reload? We’re a global digital marketing agency with offices in Brisbane, Manila & London, delivering high quality work right across the globe…
- 4. What We Do The services in which we offer to help achieve results for our clients. Digital Transformation Workshops & Planning Digital Strategy Marketing Plans Website Strategies Customer Journey Audits Scoping Pay Per Click Advertising SEO Social Media Content Marketing Programmatic Video Retargeting Paid Search Analytics & Reporting Native Advertising Email Digital Media UX & Usability International SEO SEO Migrations Campaign Automation Strategy Execution
- 5. Our Experience Some of the ecommerce brands we’ve worked with across Australia, UK, APAC and US.
- 6. Why we are here today… To gain an understanding of how to Accelerate growth with Digital marketing For your ecommerce business
- 8. Lets start with a pretty basic question… Who Is Your Customer?
- 9. How did you define them? Demographics Behaviours • Owns their home • Curates own interior design ideas on Pinterest board. • Regular online shopper of luxury fashion and homewares • Travels extensively for work, stays in luxury hotels
- 10. How Digital Marketing Works Send Them to the Perfect Location Identify the Target Person by their Behaviours What Do We Want Them to Do Next? Every digital tactic has some form of “targeting”, whether that’s what they searched, where they are, what they read, click, visit, and more. So this stage is about finding the perfect combination of behaviours that suggest a user is interested in buying your product. Based on all that is known about that user, we aim to send them to the most logical place. This might be a particular brand’s website or landing page, but could just as easily be an app or video elsewhere, or even direct to another store. Following their first visit, if they don’t purchase immediately, what other actions can we encourage over time (newsletters, social followings, etc). This takes many forms, including email, social media, apps, content downloads, remarketing and more. Message Conversion
- 11. What You Can Expect Today 1. Understand your customer & their journey 2. Identify gaps within your current Customer Journey 3. Specific marketing tactics for growth 4. Continuously improve through reporting Don’t Worry About Taking Notes! bit.ly/bali-may-19
- 12. Know Your Customer The key things you need to know before mapping your customer journey… understanding your customer. Understand Your Customer Segments. Assign Each segment an importance percentage. Use Analytics to understand your customers purchasing behaviour. Understand your market and different trends.
- 13. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction What triggers occur within the target person that gets them starting to think about purchasing your product? Are there seasonal factors that come into play? Have they attended an event that could indicate a new trigger? How does that person go about their research from there? What questions do they want answered? Where do they go to find the answers to their questions? Who are they comparing? What factors go into a comparison of the alternatives? How are they comparing you to others? Online/Offline? Do they need to touch and feel the product? How satisfied are customers with their purchase? Complaints? Online Reviews? VIP Reward or Loyalty Programs? Once a purchase is complete, what can go wrong? What does your customer need to know once they’ve handed over their credit card details? After care instructions? How-To videos? How do the mechanics of the sale unfold? Are there purchasing options? Are there any final objections that come up? Can they buy online and collect in store? How long will delivery take to their location? Worksheet to follow with the presentation
- 14. The Target Customer Emma Aged between 22 – 28 Lives on the East Coast of Australia Working Full Time Loves Reality TV Follows all of her favourites through Instagram Has 1,000+ Instagram followers herself. Always wants to look her best for events. Will regularly get professional make up and hair done for parties. Has little to no major commitments (ie: house, children etc) As such, has a higher disposable income to spend on herself. Likes to travel and has travel plans on the horizon. Likes fast fashion Prefers to be on trend, rather than paying a lot of money for staple pieces Rarely wears the same thing twice.
- 15. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction What is HiSmile? Is it safe? Can it be used with orthodontic work? What does the light do? How white will it ACTUALLY make my teeth? How quickly does it work? Price Speed of delivery Effectiveness Emma has an event in 3 weeks so wants something that will make her teeth white by then. Payment options What’s the ongoing cost going to be How often do I need to buy more gel Delivery Returns – what if it doesn’t work for me? Did they arrive when they said it was going to? I want to feel part of the brand, so has the delivery matched my experience so far (packaging, personalised). How clear are the instructions so I can get the most out of it. I want to share my glowy teeth pic with my friends. I’d like to be rewarded for my reviews – Can I become part of the community? How can I use all the HiSmile products together? What else can I use to really enhance the product.
- 16. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction Competitor 1 Competitor 2 Competitor 3 Competitor 4
- 17. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction Tactic #1 Spend $500 Facebook instant experience advert when someone needs recognition. Results in Zero transactions.
- 18. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction Tactic #2 Spend $500 Facebook Instant Experience advert aimed at people in the ‘Alternatives' stage (so have been to the site), showing how your reviews are better than competitors. Returning 10 sales.
- 19. How Marketing Fits Into The Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 20. Channel Tactic Targeting Success Metric Why? Reach younger market for low cost Demographic Interest based Reach Frequency Alternative platform to reach more qualified audience for a lower cost with. Find an audience similar to your current customers Lookalike based on existing database CTR To target the most relevant cold audience based of pre-existing customer insight. Awareness of new brand into market Relevant videos based on the brand content View through rate To reach a high volume of relevant people at a low cost. Reach & Frequency Buy with a guaranteed number of eyes on your ads Interest Based Reach Frequency Improve Brand recall and penetrate the market at scale. Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 21. Channel Tactic Targeting Success Metric Why? Google Search Product & research based keywords CTR Conversion To get in front of people that are looking for an immediate solution to their question. Search Engine Optimisation (organic) Content focussed on answering the questions that they have in the research stage Traffic Landing Page performance Build authority in the subject matter and capture people when they are asking similar questions. Re-engagement ads People who have engaged with previous content CTR Conversion Educate people who have already been exposed to your brand. Shopping & Smart Shopping Product keyword intent based CTR Conversion To capture highly relevant search traffic in the research phase. Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 22. Channel Tactic Targeting Success Metric Why? Shopping & Smart Shopping Keyword Based and using Google Product Feeds CTR Conversion To maintain brand exposure while users are searching for alternatives Affiliate marketing (either own or through a network) Price Comparison, Coupons, Cashbacks, Loyalty & Exclusive Discounts. Conversion (only pay per conversion) Competitive advantage when in direct comparison to another retailer High value content offer beyond what’s expected Anyone who has given their email but not converted Open Rate Site Visits To position your brand as the solution to the problem if they were on the fence before Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 23. Channel Tactic Targeting Success Metric Why? Dynamic Display Remarketing Those who have added a product to their cart Conversion To show users what they left in the cart, encouraging them to return and purchase. Remarketing Website Traffic / Product Page Traffic Conversion To get back in front of the people who have showed interest in the product/brand and encourage conversion. Product Offer Anyone who has given their email address in the shopping cart Conversion Product/Discount offer to lower the barrier to purchase. Capturing a warm audience. VIP sign-ups In checkout Conversion VIP Sign up Increase the USP on offer when at the checkout. Lower barrier to entry to VIP upon purchase. Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 24. Channel Tactic Targeting Success Metric Why? Cross Sell Anyone who had made purchased Repeat Purchases To Increase customer lifetime value. Encourage customers to share their experience through social. Anyone who has purchased the product Organic Content & brand hashtag growth ‘Warm-up’ your customers friends using social proofing. Informational Content Anyone who had made purchased Less Returns To give them all of the information they need before they ask it. Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 25. Channel Tactic Targeting Success Metric Why? Encouraging product and experience reviews Purchasers [X] days after delivery or consumption Increased number of positive reviews Social proofing, user generated content for onsite. Reward previous customers Previous Purchases Increase CLV and repeat customers Building up your engaged community. Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 26. The Customer Journey Need Recognition Research Alternatives The Sale After-Sale Satisfaction
- 27. Make Sure You’re Reporting Example of datastudio report aligned to the customer journey
- 28. Make Sure You’re Reporting Example of datastudio report aligned to the customer journey
- 29. Key Takeaways Know your customer journey to identify gaps and areas for improvement. Start simple with your persona and focus on an audience that is going to have the biggest impact on your business. Be specific about your marketing options and confident of what a ‘win’ looks like. Make sure you are measuring the success of your campaigns and not being afraid to change. Revisit your journey as you continue to add to your marketing mix, always ask ‘where does this fit in the customer journey’.
- 30. Any Questions? Emily Forrest Head of Business Development Emily.forrest@reloadmedia.com.au Forrest_Effect bit.ly/bali-may-19
Editor's Notes
- Who I am. Elise who is in the room somewhere, where are you Elise?). So Elise is is one of our most experience ecommerce account managers and looks after some of our bigger brands including Gooseberry Intimates (who are in the room), Go-to skincare and fast fashion clients. While we’re the lucky ones who got to be here today, we obviously can’t do everything ourselves so we are fully supported by a team of 70 staff globally. Which brings me to Reload.
- For those of you who aren’t familiar with reload, we are a global digital marketing agency. We are head officed in Brisbane with close to 40 staff, we have an office in Manila and in London, both with around 15 staff but growing rapidly. Because of this global reach, we’re able to deliver high quality marketing services right across the world. Some of the pictures featured here are from work we’ve done with clients, in Hong Kong, Bali, Taipei. Conferences we’ve attended in New York, Lisbon and Toronto. Through this, we’re able to gather more insight into our industry for different markets and apply the same marketing principals to our clients.
- Marketing can fall into two categories, you’ve got the strategy and the execution, Reload are able to offer both of these in isolation but can also look after it all. We carefully select the right channel mix, depending on your goals and ensure that we have a highly tailored solution to achieving that. But at reload, we don’t do strategy without the client, which is why we position ourselves as your trusted partner. We don’t want to sit on the side lines and just run campaigns when we can be integrated with your business to really help you achieve business success. Some of the clients we’ve done that for include…
- Go-To skincare which I mentioned before, Gooseberry are up there, Silk Laundy are a luxury fashion brand, Kirstin ash are an international jewellery brand, Sunday Somewhere are a highly recognised Sunglasses retailer, Amazonia, Kas Australia the linen and Manchester brand that’s been around for 30 years vs. some other clients which are fully Digital Vertical Native Brands. But enough about us, lets talk about really why we’re here.
- Pretty clear summary and I mean, it sounds pretty easy right?
- But, with the thousands of platforms and tools, meaning digital marketing tactics are endless. How do you choose? How do you cut through the unlimited platforms and channels to decide? We’re going to explain how we do exactly that for our clients.
- I’m sure everyone in this room could talk to me about who you believe your customer to be… Just think about it in your head, no need to call it out. I’m sure everyone in this room can talk to me for 5 minutes on who their customer is.
- What I’d like you think about now is how you went about describing your customer? Was it by Demographics? Age, gender, relationship status, location? How many of you went with Behaviours? Life events, likes, interests, if they prefer to shop online or instore, who they talk to about their upcoming purchase etc. Whilst traditional advertising mediums (TV, radio, print) have largely been limited to targeting demographics, modern approaches to digital marketing allow us to combine this information, with particular emphasis on the specific behaviours that drive purchase decisions. Just got married, purchased their first home, going on a holiday etc.
- I won’t bore you with too much of the Digital Marketing theory but just to set the scene here any digital marketing tactic can be broken down into these three steps. I need an example here!! What we’ll be doing today is hopefully helping you with the tools you need to get to this point so you are targeting the right person, at the right time, on the right platform, sending them to a tailored landing page and having a clear next action.
- They should divide their different customers into segments, and then assign a % importance to each segment. From here they should prioritise the segments that go up to 80% and then only do customer journeys for them. Basically, focus on where you're going to have the biggest impact, and you shouldn't need more than 2 CJMs max!
- Using HiSmile as example, lets create a fake persona. This is not a client, so I’ve had a little fun with it. Hands up anyone here who has used hi-smile?
- Using HiSmile as example, Lets take a very top level look at what a customer journey could look like for Emma.
- Now that you’ve mapped your customer journey, you need to get an idea of how you are CURRENTLY performing in each of these areas. Are you around when people are asking those questions, what’s your conversion rate like, what’s your customer lifetime value, so you can get an idea of where you’re doing well, and maybe where things are dropping off. So in the hismile example, I’ve predicted…
- I know we’ve only spoken about facebook but the next part here is to then align the right marketing tactics to your particular customer journey.
- AWIN, Rakuten, Commission Factory, there’s are all affiliate networks. These use price comparison sites ‘getprice’, ‘shopbot’ and lasoo Coupon sites ‘hotdeals’ or ‘honey’, ‘retailmenot’. Cashrewards, shopback, topcashback etc. Loyalty – Flybuys, Velocity, Qantas FF etc. Influencers – Think mummy bloggers, content writers etc. This is where you can build up your own affiliate network, basically using this to reward WOM.
- It’s important to know where you’re current succeeding so you focus your efforst and know what you’re working towards. If you’re advertising heavy at the need recognition and researchstage, don’t expect these tactics to result in immediate conversions. If you’re working on the alternatives and sale stages, make sure you are working towards a specific return on ad spend as this is highly tailored for conversion If you’re working on the aftersale and satisfaction, make sure you are feedback looping with your custome rservice team and measuring return customers. When you do this the first time, you’ll have some key focus areas but it’s likely that will change over time which is why you need to have constant reporting.
- I won’t spend too much time on this, but here as some examples of reports we’ve created for clients in the past.