Lessons in e-commerce marketing
What may work next? …
4th e-Commerce Summit 2013
Cebu City
Mannix Pabalan
@mannixbp
hashtag digital, inc.
http://www.hashtagdigital.ph
CONNECT
|
ENGAGE
|
TRACK
Yo u r F u l l A s s a u l t D i g i t a l M a r k e t i n g P a r t n e r
The nagging questions!
•
•
•
•
What were the lessons from the past?
How do we compete/position in the internet business?
Can we even get a share of the audience “they” enjoy?
Can we keep up to the online and digital savvy
expectations?
1st stop … how do we want to be known
Remember: there is always a room in the web
for a new and intuitive offer …
• What they have …
• Account for their weak
points …
research and analysis is the kick start!
Define …
WHAT WORKED???
OUTBOUND (Push)
INBOUND (Pull)
Telemarketing
Search Marketing
Trade Shows
Blogging
Direct Mail
Social Media
Email Blasts
RSS/Content Syndication
Print Ads / Press Releases
Articles, Ebooks, White Papers
Television / Radio
Videos / Presentations
Inbound Marketing is
desired, impactful,
targeted, and
extremely cost
effective.
Outbound vs. Inbound Marketing
65% of CMOs stated that in the
current economic climate, it is
easier to secure organizational
“buy in” on new media/social
media programs than it was one
year ago.
Business Wire survey of 81 chief marketing officers and senior
marketing professionals directly responsible for managing their digital
agency as well as their organization’s digital marketing budget
New media/social media
channels are becoming more
critical
77% stated they will take on a
greater focus in their overall
interactive strategy
“Business Wire survey of 81 chief marketing officers and senior
marketing professionals directly responsible for managing their
digital agency as well as their organization’s digital marketing
budget.”
Online marketing is very powerful to push for revenue!
Caution:
•
•
•
•
•
•
Closely watch for your spend
Campaign structure
Targeting (keywords for SEM/ Audience for display)
Cost Income Ratio (CIR)
Cost Per Order (CPO)
Revenue
TAKE AWAY LESSONS …
FIND a way to Balance and get optimized …
% Share on transaction by channel
Bounce Rate by channel
15%
22%
29%
37%
41%
Search Engine Marketing
Search Engine Marketing
Display Ads
Display Ads
Email Marketing
Email Marketing
56%
Image Ads
•Retargeting
•Banner placement
•Facebook ads
Content Marketing is CRITICAL
What is Social Media Marketing?
Face to Face networking or
Word-of-Mouth Marketing in a virtual world
What Social
Media can
do for you?
BRAND
ADVOCATE
Online confidence build -up
Social Media Process
Social Media in B2B and B2C
Source: HubSpot State of Inbound Marketing Report
Social Media: Quick Facts
•
•
•
•
•
•
•
49% of social media (SM) users log on daily
31% agree SM is more credible than ads
61% research purchases with SM
36% use SM for purchasing decisions
40% are talking and learning from specific orgs
25% of users “feel better” about companies using SM
89% of users use SM more/same as last year
Source: CNW Group and Leger Marketing
REMEMBER!
Web Customer expectations will get “worst” …
• Just meeting expectations will become unacceptable
• Alternative to YOU is just a click away.
• As Search Engines help you get visitors, it also helps
the visitor get alternatives.
Visit u s at w w w. h ash tagdigit al. ph
facebook.com/hashtagdigitalinc
@hdigitalinc
Mannix Pabalan
@mannixbp