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Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale Publisher President Modern Distribution Management Industrial Market Information www.mdm.com www.imidata.com

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Page 1: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Beyond Amazon:

Effective Integrated Marketing July 17, 2012

Thomas P. Gale

Publisher President Modern Distribution Management Industrial Market Information www.mdm.com www.imidata.com

Page 2: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Resource for today

• Download presentation and additinoal resources:

• www.mdm.com/edr2012

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Page 3: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

My e-journey

• Quality content = products • Saas/cloud • Content marketing = 6-year growth • Passions: Segmentation & online marketing • Core challenges:

– CMS and e-com platforms – Keeping up with technology change

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Page 4: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

• Hour 1: State of the Industry Competitive landscape E-commerce & content platforms

• Hour 2: Best Practice Integrated marketing best practice: Web, email, CRM, mobile, social, print, tele-*

• Hour 3: Roundtable discussions - Generating web traffic - Building email file - Growing social audience - Integrating the tools

Our morning

Page 5: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

• State of the Industry Competitive landscape overview E-commerce & content platforms

Hour 1

Page 6: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Listening to customers

• “Customers want to pay less for faster, better service.”

– MDM survey May 2012

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Page 7: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel
Page 8: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

THIS BOOK

Tells just what your storekeeper at home pays for everything he buys and will prevent him from overcharging you on anything you buy from him.

Page 9: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel
Page 10: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

MDM top 40 distributors

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Page 11: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Industrial distribution by the numbers

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Page 12: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Industrial distribution by the numbers • Total market = $227B

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Page 13: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

E-retailing by the numbers

• 2011 total retail = $2.9 trillion (+5.6%) • 2011 total e-commerce = $194B (+16%) • Share of total retail = 6.7% • Growth in share = 10%

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Page 14: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel
Page 15: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 15

SKU wars

SKUs Avg. order • Fastenal 1 million+ $200 • W.W. Grainger 900,000+ $280 • MSC Industrial 600,000+ $350 • McMaster-Carr 500,000+ • AmazonSupply.com 500,000+ • Lawson Products 250,000+

Page 16: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Amazon by the numbers

• 2011 online sales = $48 Billion • 2011 web sales growth = 41% • Monthly visits = 330 million • Monthly unique visitors = 81 million • Conversion rate = 4% • Average ticket = $220 • Goal = dominate the world

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Page 17: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 17

Flagship Amazon.com AmazonSupply.com Not built for professionals Targeted at MRO buyers Limited product detail Robust technical detail No cust. service support Service center 8:30am-7pm EST No corporate credit Corporate lines of credit No outside sales force No outside sales force No print catalog No print catalog No value-added services No inventory mgmt. services 60%-70% 3rd-party fulfill Most items in stock and shipped Limited same-day service Limited same-day service No tech. product certification No tech. product certification

Amazon’s MRO strategy evolution

Page 18: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

AmazonSupply beyond the hype

• Slow build-out: smallparts.com in 2005 • Not multi-channel service • Targeted segment of spot buys • No technical expertise • Evolving supplier relationships

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© 2011 Gale Media, Inc. 19

Source: Grainger, Modern Distribution Management estimates

The “old” Grainger

Page 20: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

“When you can understand what customers are trying to do, how they’re trying to do that, and create solutions that fit together with that knowledge and create a culture of innovation where you’re going to be trying stuff and improving upon what you’ve done, that’s where you see the kind of growth we’ve been seeing…”

– Paul Miller

Grainger Vice President of eCommerce

Page 21: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Grainger online by the numbers

• 2011 online sales = $2.2B (total sales $8.1B) • 2011 web sales growth = 21.5% • Monthly visits = 7.2 million • Monthly unique visitors = 2.6 million • Conversion rate = 8.7% • Average ticket = $280 • Goal = web sales 40%+ of total sales

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Page 22: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Grainger online by the numbers

• 2011 search engine traffic = 47% • 2011 new shoppers = 53% • 2011 return shoppers = 47% • URLs:

– grainger.com – lss.com – zorotools.com

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Page 23: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Key takeaway: Playing field is leveling

• It’s not about: – Big data – Email carpet bombing – Biggest wallet wins

• It’s about: – Individual user data, smart data – Leveraging the tools – Being strategic about your brand/relationships – Be true to core strengths – Listen closely to customers

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Page 24: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

• Best Practice Integrated marketing best practice: Web, email, CRM, mobile, social, print, tele-*

Hour 2

Page 25: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Disruptive technology shift

• Transaction > engagement • Systems of record > systems of engagement • Silo marketing > integrated marketing

– Coordinate marketing, communications, sales, service, product management, etc.

• Engagement = activate the consumer • Success = Very different roles for everyone

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Page 26: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Every company is a publisher today

• Grow & manage increasingly rich content • Feed your customers • Manage customer content • Content is king and always will be!

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Page 27: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Marketing ROI: 5 questions to ask

• What influences our customers today? • How well informed (really) is our marketing

judgment? • How are we managing financial risk in our

marketing plans? • How are we coping with added complexity in

marketing? • What metrics should we track given our

(imperfect) options? ROI?

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Page 28: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Define goals and strategy

• Sell products online • Sell products offline • Generate leads • Build a marketing database • Improve brand awareness • Improve customer service

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Page 29: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Best practice tips

• Break the functional silo/push mentality • Create a content strategy • Appoint a content champion • Re-visit marketing budget…often • Understand and optimize the channels

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Page 30: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Platforms & tools: Integration

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Content Commerce Community

Taxonomy (metadata) How they say keywords: customers, prospects, competitors

ERP CRM

Analytics

Web email social landing pages links e-newsletters seo sem print telemarketing inside/outside sales training counter delivery

CMS Marketing automation Business intelligence

Page 31: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 31

Source: www.punchout2go.com

Punchout catalog process

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© 2011 Gale Media, Inc. 32

Page 33: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 33

Lead management vendors

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© 2011 Gale Media, Inc. 34

Offer > download > response

Page 35: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Subject lines & landing pages

• Segment • Nurture the relationship • Offer value • Call to action • Convert • Test, test, test, test

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Page 36: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 36

Google tools

• Adwords

• Keyword tool: View competitor terms/phrases

• https://adwords.google.com/select/KeywordToolExternal

• Google Optimizer

• https://optimizely.com

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© 2011 Gale Media, Inc. 37

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© 2011 Gale Media, Inc. 38

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© 2011 Gale Media, Inc. 39

A/B test your top conversion pages

• Google Optimizer

• https://optimizely.com

Page 40: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 40

GA most popular pages

• Monitor most popular pages

• Call to action! On each page

• Content > Site Content > Landing Pages

Page 41: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

© 2011 Gale Media, Inc. 41

Page 42: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

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Visibility 1

Leverage 2

Service & Knowledge 3

Four differentiating skills for the future

4 Process Discipline

… to match new ways customer defines value

Lean as a sales tool New revenue streams Outsource capabilities

Online tools & skills Deeper relationships Mine POS data

Upgrade high-value skills Make tough choices on focus Create stronger differentiators

Reposition to new value Train & create new skill sets Sell value outside product box

Page 43: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Best practice integrated marketing

• Seamless • Frictionless • Engage • Conversations • Multi-channel • Integrated • Customer-focused

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Page 44: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Listen, reflect the change

• Consumption is shifting from push to pull • Rethink customer development strategy to

include more pull approaches and conversation/dialogue

• Create deeper relationships – track what resonates

• Develop more relevance with content, commerce, community building

• Create a seamless platform

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Page 45: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

“There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in

its success, than to take the lead in the introduction of a new order of things.”

Niccolo Machiavelli

© 2011 Gale Media, Inc. 45

Page 46: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

• Action Items

Prospecting & Customer Service Roundtables:

- Generating web traffic - Building email file - Growing social audience - Integrating the platforms

Hour 3

Page 47: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Roundtable topics

• How to generate web site traffic • How to nurture leads • How to build email file and clean • How to grow social audience

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Page 48: Beyond Amazon: Effective Integrated Marketing · Beyond Amazon: Effective Integrated Marketing July 17, 2012 Thomas P. Gale . ... CRM, mobile, social, print, tele-* ... • Multi-channel

Thank you

[email protected]

www.mdm.com