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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

    http://www.mdm.com/� http://www.imidata.com/�

  • Resource for today

    • Download presentation and additinoal resources:

    • www.mdm.com/edr2012

    2

    http://www.mdm.com/edr2012�

  • 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

    3

  • • 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

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

    Hour 1

  • Listening to customers

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

    – MDM survey May 2012

    6

  • 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.

  • MDM top 40 distributors

    10

  • Industrial distribution by the numbers

    11

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

    12

  • 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%

    13

  • © 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+

  • 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

    16

  • © 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

  • 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

    18

  • © 2011 Gale Media, Inc. 19

    Source: Grainger, Modern Distribution Management estimates

    The “old” Grainger

  • “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

  • 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

    21

  • 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

    22

    http://www.grainger.com/� http://www.lss.com/� http://www.zorotools.com/�

  • 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

    23

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

    Hour 2

  • 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

    25

  • Every company is a publisher today

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

    26

  • 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?

    27

  • Define goals and strategy

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

    28

  • 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

    29

  • Platforms & tools: Integration

    30

    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

  • © 2011 Gale Media, Inc. 31

    Source: www.punchout2go.com

    Punchout catalog process

  • © 2011 Gale Media, Inc. 32

  • © 2011 Gale Media, Inc. 33

    Lead management vendors

  • © 2011 Gale Media, Inc. 34

    Offer > download > response

  • Subject lines & landing pages

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

    35

  • © 2011 Gale Media, Inc. 36

    Google tools

    • Adwords

    • Keyword tool: View competitor terms/phrases

    • https://adwords.google.com/select/KeywordT oolExternal

    • Google Optimizer

    • https://optimizely.com

    https://adwords.google.com/select/KeywordToolExternal� https://adwords.google.com/select/KeywordToolExternal� https://optimizely.com/�

  • © 2011 Gale Media, Inc. 37

  • © 2011 Gale Media, Inc. 38

  • © 2011 Gale Media, Inc. 39

    A/B test your top conversion pages

    • Google Optimizer

    • https://optimizely.com

    https://optimizely.com/�

  • © 2011 Gale Media, Inc. 40

    GA most popular pages

    • Monitor most popular pages

    • Call to action! On each page

    • Content > Site Content > Landing Pages

  • © 2011 Gale Media, Inc. 41

  • 42

    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

  • Best practice integrated marketing

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

    43

  • Listen, reflect the change

    • Consum

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