The biggest alternatives to Adwords to generate sales.
#ecommerce
Monika Hajzokova
I found this at SalesCycle - email remarketing ORs - so I really wouldn't talk about email remarketing average and compare it with LThttp://www.salecycle.com/the-remarketing-report-q4-2015-infographic/
Monika Hajzokova
not very encouraging, especially after slide 13...source??
Monika Hajzokova
Add animation where you display the first pie first and then add the sales piematch the colours of channels with slide 11 and 10the referral is a small part of traffic but a big portion of sales
Monika Hajzokova
Make this a nice email intro slide where I can do a nice intro to state of email in CA. Include visuals of @ or an envelope
Aurélien Grare
WIP
Aurélien Grare
WIPindustry averages for email retargeting
Aurélien Grare
WIPExplain that you'll do a focus on Emailing and introduce LT
1 min presentation- who am I- What I do- What I'm responsible for in LMG...
LeadMedia Group provides pioneering digital marketing technologies and strategies to generate and optimize our clients connections to audiences.
2008
Founded 100
Employees
7Offices
Aurélien Grare
2 min- History of LMG- Countries / Offices (dates)- Asia- Domain of expertise- Products / Services
Is the biggest part of your traffic
coming from the search giant
Google?
Monika Hajzokova
Shouldn't we change to 'Is Google your only source of traffic?'
Aurélien Grare
Play on Words I prefere mine :)
Aurélien Grare
quick slide- Problem
Sources: BrightEdge Study - 2014
Where do ecommerce websites get most of their traffic today?
Monika Hajzokova
I got a Sep 2015 article confirming this: http://searchengineland.com/4-reasons-organic-better-230003 Organic still rocks
Monika Hajzokova
I have a screenshot of Retail Ecomm Traffic and Sales Share in CA for Q3 2015 ( cut just the traffic part and then show it again later with the sales portion) or do the chart pie ourselves with different colours and animationhttp://www.emarketer.com/Article/Canada-Most-Digital-Sales-Still-Come-Desktops/1013427
Aurélien Grare
Only for Magento platforms is it really representative
Context1 min slide- Dependance on Google (organic + Search)- Social is not booming for ecommerce- What's left: email / paid referrals
Monika Hajzokova
I also like this graphhttp://www.businessinsider.com/social-commerce-2015-report-2015-6
Monika Hajzokova
please put the right year labels
PAID RESULTS
Aurélien Grare
quick slide:context- Organic search disappears from the above the fold line- Paid search gets more and more competition
Adwords Screenshot from anonymous advertiser
Drop 60%
Fresh out of the oven
Lia Almeida
Overall points: Increase in CTR, but decrease in impressions thus drop in click volume. The result = need to bid here to gain top 1-3 positions.
Lia Almeida
To avoid people thinking that these stats are ours be sureto say something like this: We at Shopbot work with more than 2000 brands, and we asked our merchants if they have been affected with the latest Google change of the disappearing of RHAds - we had the courtesy of one of clients sharing his stats in time for this conference...
Share of organic search is decreasing.31% of ecommerce traffic comes from organic search in 2015
Average CPC on paid search is increasing.The average CPC rose by 10% in 2015
31%
10%
What are the consequences?
Monika Hajzokova
Isn't is minimum CPC the rose? average is different no?
Monika Hajzokova
Add source and is it aligned with slide 5? and link the speech with findings from slide 6Change title to - What are the consequences?
Aurélien Grare
source = previous slide
Aurélien Grare
1 min slide- Organic search decreases- Paid search is taking over and costing more and more
HOW DO YOU STAY ON TOP OF YOURGAME?
Aurélien Grare
transition quick slide: what can ecommerce do to stay in the game
DIVERSIFY YOUR ACQUISITION CHANNELS
● Reduce dependency on one traffic source● Be where your customers are● Acquire new customers● Get less competition● and More low-cost options to drive sales
Monika Hajzokova
Add to the slide : le why, where and how to build alternative traffic sources
Aurélien Grare
transition slide = answer to the problem
DISPLAY ADS
PRICE COMPARISON
SEARCH
EMAILING
SOCIAL
Communicate brand message using images, video and audio elements
Create content to attract attention and encourage information sharing
Increase potential of your business by reaching customers searching for your products
Connect with personalized messaging, build loyalty, trust and brand awareness
Target ready-to-buy users. Display detailed products information. Attract new customers and increase sales
Aurélien Grare
WIP
Advertise when your audience is ready to buy.
Awareness Consideration Intent
★ Display Ads
★ Email Newsletters
★ Social Ads
★ Forums
★ SMS
★ Display retargeting
★ Social Retargeting
★ Push Notifications
★ Google Search
★ Email Retargeting
★ Coupons
★ Price comparison
Aurélien Grare
2 min1st part of explaining the solution:- Google search is not the best for ecommerce as it's not in the end of the buying funnel- Social is at the very beginning of the stage- Ecommerce should focus on the last steps of the buying process, such as email retargeting and price comp.=> LMG provides expertise in these 2 areas
IS EMAIL MARKETING SINKING IN ECOMMERCE?
Tiana Meralli Ballou
Find something positive : email is good but email retargetting is WOW
Monika Hajzokova
Add a slide on state of Email in CA
Desktop Smartphone Tablet
Affiliate 1.15 0.6 1.3
Paid Search (SEM) 18 13.35 24.8
Direct 21.3 32.9 22.5
Display 1.15 0.35 0.4
Email 20.9 26.7 23.1
Organic Search (SEO) 23.5 16 15.4
Referral 13.7 9.5 12.3
Social 0.3 0.6 0.2
Share (%) of revenue by channel and platform
Sources: Custora “E-commerce Pulse Mobile report”
(2014)
Email is the second biggest driver of revenue, both on mobile phones and on tablets.
Sources: Custora “E-commerce Pulse Mobile report”
(2014)
Aurélien Grare
fact
Sources: Constant Contact, Inc, December
2014
AVERAGE OPEN RATES BY INDUSTRY IN 2014
Monika Hajzokova
Include CTR? http://support2.constantcontact.com/articles/FAQ/2499#Comparison
CONSIDER EMAIL RETARGETING
Aurélien Grare
1minintroduce email retargeting notions
Aurélien Grare
1 min- Present LT (history, expertise BR, deployment in CA/AU/FR)- Technology: real time emailing- Solutions: 1st party and 3rd party
When done right,EMAIL RETARGETING
can save you money
Monika Hajzokova
generate you money/sales
Monika Hajzokova
merge slides 16-17
Aurélien Grare
quick transition slidehow to do email retargeting right?it's not only about abandoned cart but we can go way further than that
Personalized Content Related Offers Targeted Discounts
Monika Hajzokova
add info that it's enriched by 3rd party data?
Monika Hajzokova
add abandoned cart
Aurélien Grare
2 min slide- 3 example scenarios- explain why each scenario is unique and efficient
35%Open Rate 45
%Click Through
Rate 10%
Conversion Rate
THAT GIVE STRONG USER ENGAGEMENT AND SOLID RETURN ON INVESTMENT
up to up to up to
Using 1st and 3rd Party SUBSCRIBER Data
EMAIL RETARGETING IS GREAT, BUT IT’S NOT
YOUR ONLY FRIEND
Aurélien Grare
transition slide to speak about price comp
ORGANIC SEARCH
PRICE COMPARISON
PAID SEARCH
EMAILING
SOCIAL
Connect with personalized messaging, build loyalty, trust and brand awareness
Communicate brand message using images, video and audio elements
Create content to attract attention and encourage information sharing
Increase potential of your business by reaching customers searching for your products
Target ready-to-buy users. Display detailed products information. Attract new customers and increase sales
Aurélien Grare
WIPExplain that you'll do a focus on Price comparison
BE WHERE YOUR CONSUMERS
ALREADY ARE
Aurélien Grare
Explain how Shopbot works both for users and clients, explain that all your competitors are already using Price comp 2000 brands blabla
COMPARISON SHOPPING ENGINES CAN PROVIDE RETAILERS WITH:
★ ECOMMERCE EXPERTISE
★ TECHNICAL SUPPORT
★ TREMENDOUS ROI
★ LOWER CPCs
★ VISIBILITY OPTIONS
★ BUDGET CONTROL
★ and NO MINIMUM TRAFFIC REQUIRED
Aurélien Grare
2 min slideexplain strong points of using price comp:- good understanding (technical, sales) of ecommerce KPIs, needs (products, price updates, categorization...)- good technical support- Good ROI because we don't count all clicks, because we're at the end of the buying funnel because:- CPCs can be low, so your Cost per sale is- CSEs can help businesses with different visibiility options such as native advertising, featured offers, sponsored categories..- in other words: Reach ready to buy shoppers
65% 65 % of CSE visitors spend 15 + minutes studying products and prices
2.5% Average conversion rate of traffic from CSEs is 2,5%
isn't it a pitch slide?:)changer les visuelsshops : visuels des marquescatégories : rajouter d'autres items ou items dans panierenlever les marques en bas
Aurélien Grare
overview of Shopbot statsclients
Specialty Retailer Looking to grow its customer base
Major Computer Store Looking to increase sales and trust
Brand ManufacturerLooking for online visibility
solutions are provided by
www.leadmedia-group.com/connect
Aurélien Grare
thank you
Appendix
Monika Hajzokova
don't need it
Source: Litmus –”Email Analytics” (Jun
2015)
-35%Marketing Costs +40
%Conversion Rate
5XReturn on
Investment
A SOLUTION LIKE SHOPBOT CAN ACHIEVE OUTSTANDING RESULTS
down by up to
Monika Hajzokova
Add slides on case studies on our shops, to show the added value of a brand, a specialist and a big retailer
Monika Hajzokova
provide Shopbot statsNCIX : ROAS $22 or $28 in high shopping seasonCR over 3%Cost per can be as little as 3%
Monika Hajzokova
use SB stats
IN 2015, MOBILE ACCOUNTED FOR 34% OF ECOMMERCE TRANSACTIONS..
..IN 2016, IT SHOULD REACH 40%.
CONVERSION RATE on desktop devices is around 2.5%, and only 0.8% on mobile.
