creating an online strategy

Online Strategy

Agenda•Overview

•3 Strategic Phases•Digital Marketing

•Online Store•Revenue

Overview

OptimizationOptimizationOptimizationOptimizationLocalizationLocalizationLocalizationLocalizationGlobalizationGlobalizationGlobalizationGlobalizationFoundationFoundationFoundationFoundation

Year 1 Year 2 Year 3 Year 4

Foundation• Building Capabilities

• Ensuring Scalability

• Handle multiple languages

• Handle multiple currencies

• Understanding CRM and other metrics

Globalization• Focus on traffic generation

• Data mining / CRM / Building MI tools for GeoZones

• Customized EDM blasts to GeoZones - weekly/bi-weekly

• Customized promotions for each GeoZone

• Improving Supply-chain

• Improving payment methods

Localization• MI Gathering / Profiling

• Increasing Individual Country Membership

• Localized Content

• Localized Product Offerings

• Localized marketing efforts (Online / Offline)

• Localized delivery methods

• Regional HQs to oversee operations & content delivery

GoalsAcquire

Convert

Retain / Grow

Acquire

• Search Engine

• Reviews / Search Engine Optimization

• Social - Facebook is not the only social platform

• EDMs

• Affiliate Marketing

ConvertConvert

• Online Merchandizing

• Online Store

• Relevant Content

Retain / Grow

• Loyalty programs

• Customer Service

• EDMs

• MI / Analytics

Search Engine

• Continuous A/B testing

• Conversion and ROI measurement

• Improving Relevancy and keywords

Advertising Optimization• Content syndication - reviewers, social, bloggers, forums, product submissions

• Online Reviews - bloggers, forums, official reviewers

• Website Content / Meta tags and ensuring relevancy

• HTML optimization - images, javascript, tags

Affiliate Marketing• Attract people to

review our products

• Rewarding reviews that are well written

• Ensuring conversions from online reviews

• Some may decide to stay independent - that’s ok. (eg Cnet)

Market Intelligence

• CRM - Understanding our customers

• Re-marketing

• Improve our products, services

• Improve brand experience

Online Store

Promotions

• Membership

• Bundles

• Purchase-purchase

• Freebies

• Credits / Points

Membership

• CRM

• Understanding our loyal customers

• Loyalty programs

• Rewarding them

Sales - Formula

Sales = Conversion Rate * Visits * Average Spend * 365

2012 Sales (S$109K) = 0.25% * 1500 * 80 * 2012 Sales (S$109K) = 0.25% * 1500 * 80 * 365365

2013 Sales (S$219K) = 0.25% * 3000 * 80 * 2013 Sales (S$219K) = 0.25% * 3000 * 80 * 365365

Blog, Ads, Social Media, Offline, EDMsBlog, Ads, Social Media, Offline, EDMsWebsiteWebsite

Long Term Goal of 6000 - 7000 visits per dayLong Term Goal of 6000 - 7000 visits per day

Product OfferingsProduct Offerings

Bundles, AccessoriesBundles, Accessories

Blog, Ads, Social Media, Offline, EDMsBlog, Ads, Social Media, Offline, EDMsWebsiteWebsite

Long Term Goal of 6000 - 7000 visits per dayLong Term Goal of 6000 - 7000 visits per day

Product OfferingsProduct Offerings

Bundles, AccessoriesBundles, Accessories

Conversion Optimisation:Conversion Optimisation:Visual Merchandizing / Cross-sell Visual Merchandizing / Cross-sell

/ up-sell/ up-sellMembershipMembership

⇧⇧Avg Cart SizeAvg Cart Size⇧⇧Avg Cart $ SizeAvg Cart $ Size

MIMI

Conversion Optimisation:Conversion Optimisation:Visual Merchandizing / Cross-sell Visual Merchandizing / Cross-sell

/ up-sell/ up-sellMembershipMembership

⇧⇧Avg Cart SizeAvg Cart Size⇧⇧Avg Cart $ SizeAvg Cart $ Size

MIMI

Sales Funnel

BandwidthBandwidth20 - 30 20 - 30

Transactions / dayTransactions / day

BandwidthBandwidth20 - 30 20 - 30

Transactions / dayTransactions / day

VisitsVisits

Brand Conversion

• Loyalty

• Life time Spend

• Total Transactions

• Total # of speakers owned

• Credit / Points earned

Loyalty - Formula

$ Loyalty = Total Life Time Spend

Total Life Time Transactions

Web Conclusion

WebWeb ContenContentt

TrafficTraffic

ConversioConversionn

MarketinMarketingg

Sales and Sales and LoyaltyLoyalty

~ Thank You ~