the digital marketing trifecta

Moderator

Don DavisEditor-in-ChiefInternet Retailer

Panelist

Dave Walters Product Evangelist Silverpop

Panelist

Bob EgnerVP, Product ManagementEPiServer

Sponsored by:

Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

-5%

0%

5%

10%

15%

20%

25%

30% 27%25%24%

20%

3% 2%

16%15%16%17%

6% 5% 5%3%

0%

-3%

2%4% 4% 4%

Growth in e-commerce

Growth in non-e-commerce retail

Annual growth rate 2004-2013,e-commerce versus retail spending*

Source: U.S. Commerce Dept., Internet Retailer

The web has been growing faster than stores….

Stores account forless than 90% of retail sales

2012 20136.0%

7.0%

8.0%

9.0%

7.3%

8.6%

Online as % of ad-justed retail sales

2012 20134.5%

5.0%

5.5%

6.0%

5.2%

5.8%

Online as % of total retail sales

Counting other non-store sales (door to door, phone and mail order), storesaccounted for 86.6% of U.S. retail sales in 2013.

Sources: U.S. Department of Commerce, 2014 Top 500 Guide

Mobile commerce soars• Mobile devices accounted for

23.1% of online retail sales over four-day Thanksgiving weekend: tablets 15.7%,smartphones 7.4%.Source: IBM

• Mobile commerce sales grew 80% on Cyber Monday over the same day last year.Source: Adobe

Mobile devices account for more than half of time on retail web sites

44%

11%

45%

Percentage of time on retail web sites

SmartphoneTabletPC

Source: comScore Inc.

More time online

Where e-retailers are investing

Mobile optimization

Omnichannel integration

Retargeting

Personalization & targeting

Testing

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

42%

30%

28%

27%

27%

Retailers planning significant in-vestments in 2014

Source: The E-tailing Group

B2B e-commerce grows

B2B B2C$0

$200

$400

$600 559

263

B2B versus B2C e-commerce 2013 (in billions of dollars)

Sources: Forrester Research, U.S. Department of Commerce

B2B investment priorities• 50% of B2B online sellers plan to upgrade their current e-commerce technology by 2015, compared to 12% of business-to-consumers online sellers.

• 52% cite as priorities web content management tools and 44% product content management tools.

Source: Forrester Research, fall 2014 survey

The Digital Trifecta

Digital Commerce

Web Content Management

Marketing Automation

Consider the persona and their journey

Consider the persona and their journey

Great digital experience =Anticipating visitors’ next step andpresenting it at the right moment in the right channel

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

The power of browse

Volume versus conversion

Conversion

Shoes

HimHer

Cart Abandonment• Low volume• High conversion

Browse & Process Abandonment• High volume• Lower conversion

{

{

Browse-driven creative

2.2% conv. rate versus

1.6% for broadcast emails

Browse-driven creative x 8 categories

The ideal mixProgram Open Rate Conversion Rate Number of

Emails

Broadcast 18.1% 1.6% 20,400,000

Purchase Confirm

-- 2.4% 398,000

Welcome 34.4% 1.4% 149,000

Browse Remarket

41.8% 2.2% 90,000

Cart Abandon 27.9% 23.1% 11,500

SKU Notify -- 23.9% 8,000

1. Reusable content2. Structured content3. Presentation-independent content4. Meaningful metadata5. Usable content management

Karen McGraneContent Strategy for Mobile

Create Once Publish Everywhere (COPE)

Brad FrostAtomic Design


• Catalog and Content broken into small blocks

• Responsive blocks can render for small or large screens

• Layout allows blocks to adapt to visitor

Brad FrostAtomic Design


Constructed narrative aids research

1. Product Presentation



2. Product Description

3. Tech Specs




3. Tech Specs

4. Related Products




3. Tech Specs

4. Related Products

5. Club member reviews

Results

ExploreIn store

Dig deepAt home Purchase

Wherever

Results

ExploreIn store

Dig deepAt home Purchase

Wherever88% increase in cart size92% increase on mobile conversions76% increase in average time spent on page

As measured during the 50 days before and after launch

MarketingAutomation

Web ContentManagement

eCommerce

Digital Ecosystem

MarketingAutomation


eCommerce

Digital Ecosystem

Manage catalog

Merchandise products

Promote offers

Sell and fulfill orders

Create, layout content

Land traffic

Guide to conversion

Develop profiles

Create, manage rules

Reach out to activate

MarketingAutomation


eCommerce

Digital Ecosystem

Manage catalog

Merchandise products

Promote offers

Sell and fulfill orders

Create, layout content

Land traffic

Guide to conversion

Develop profiles

Create, manage rules

Reach out to activate

Desktop One Web Mobile Social Mail

MarketingAutomation


eCommerce

Digital Ecosystem

CRM

ERP Analytics

Order Mgmt

DAM

Profile

Digital Ecosystem

ContentCatalog

MarketingAutomation


eCommerce

Digital Ecosystem

ProfileContentCatalog


The Behavioral Platform

Single Identity

Behaviors

Marketing Database

Interaction Engine

Automation

Multi-channel

How it works


• Products, Promotions

• Messages

• Behaviors

How it works


• Products, Promotions

• Messages

• Behaviors

• Segments

• Preferences

• Traffic

How it works



Common cases

Scenario CommerceAction

ContentAction

ProfileAction

Content merchandising

Merchandise products inline with content

Personalized content based on journey

Deliver relevant content through any channel

Abandon cart email

Cart/product for specific visitor

Call to action at next touch point

Out of band prompt

Profile enrichment Personalized merchandising

Personalized content

Advanced segmentation

• Enriched visitor profile

strengthens customer

relationship

• Combined technology makes

great experiences simple

• Focused on usability

• See the Solution in action at IRCE

Key Takeaways

Questions?

the digital marketing trifecta

Marketing

reusable content

structured content

online retail sales

product presentation

product management episerver

product description

ibm mobile commerce

total retail sales