ecommerce trends 2018
TRANSCRIPT
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eCommerce Marketing Trends 201815 questions to assess your readiness
Event City, Manchester, 11th October 2017
@DaveChaffey, co-founder of digital marketing advice site SmartInsights.com
www.slideshare.net/Smart-Insights
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Co-founder and Editor of SmartInsights.com - a marketing
advice community with > 1/2 million uniques/quarter.
Premium members in over 100 countries use our planning
guides, templates and online courses to Plan, Manage and
Optimise their digital marketing.
We also offer consulting and training for members.
Specialist Digital Marketing consultant, trainer and author since ‘97
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About Dave Chaffey
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Please select the SINGLE marketing activity that you think will make the largest commercial impact in 2018 for your business?
• 1 Organic search
• 2 Paid search
• 3 Organic social
• 4 Paid social
• 5 CRO
• 6 Email / Marketing Automation
• 7 Machine Learning and Predictive Analytics
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Source: 15 applications of AI
Q3 Are you reviewing AI opportunities?
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Q6 Are you investing in
programmatic andsupporting martech:
DMPs / CDPs?
Source: Latest IAB/PwC full year figures
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Example of testing USPs/OVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase
in new visitor conversion rate and a
3.7% increase in overall conversion
rate.
• Following this, Eurostar created
targeted messaging for registered users
to increase the number of registrations
on site to help improve their customer
insights.
• Generating significant double-digit
increases in conversions for new users
Source: Monetate case study
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Rules-based
Machine-driven
AB testing
1:1
Optimisation
Segmentation
Q10 Are you using all these personalisationtechniques on site?
Source: Monetate / Retail Week
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• Rules-based, audience
targeting
• Outright control over
messaging
• Significant opportunities,
however remember…segments
can be diverse
• Examples include:
• New vs returning
• Device
• Marketing source
• Brand/product affinity
• Purchase behaviour
Double digit increase
New VisitorConversion
Results:
Source: Monetate case study
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Q14 Have you reviewed your capabilities?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
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Q15 Do you have the skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan
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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights