eCommerce Marketing

Channels

Elad Goldenberg

2 The 3 Verticals of eCommerce Strategy

The 3 Verticals of eCommerce Strategy

The

Offering

The

Experience

Marketing

Channels

3 The Offering

The Offering

Can you

translate

your offline

experience

to online?

1.

Who is your

target

audience?

3.

What do you do

and is it worth

selling it online?

2.

4 The Experience

The Experience

Clear and consistent experience serves to:

Build trust &

confidence

1.

Put products

in front of

customer

3.

Provide

information

and context

2.

Make purchasing

as easy as possible

4.

5 Marketing Channels

Marketing Channels

Leveraging your offering and experience to the

right customers at the right place

What is the right

brand strategy

for your

company?

1. 2. How to drive

traffic to your

store?

3. How to choose

the right

channel?

6 Marketing Channels

Marketing Channels

1. Single Brand vs. Marketplace

7 Marketing Channels

Marketing Channels

2. Drive traffic

✦ SEO

✦ SEM

✦ Ad campaigns

✦ Shopping comparison

✦ Blogs & product reviews

✦ Affiliation networks

8 Marketing Channels

Marketing Channels

2. Drive traffic

✦ Offline to online

9 Marketing Channels

Marketing Channels

3. Make it social

✦ Social networks

10 Marketing Channels

Marketing Channels

3. Make it social

✦ Social merchandising

11 Marketing Channels

Marketing Channels

3. Make it social

✦ It’s all about sharing

12 Marketing Channels

Marketing Channels

4. Make it mobile

By 2014, mobile internet usage

will exceed desktop usage By 2020 there will

be 10 billion mobile

connected devices

US m-commerce Sales,

2010 - 2015

Sales stemming from mobile devices

accounted for only $3.5 billion in 2010

but are projected to grow to $31 billion

in 2015

Marketing Channels

5. Geo location

✦ Where we are and what’s around us?

14 Marketing Channels

Marketing Channels

6. Emerging channels

✦ Flash-sells & coupons -

Selling on specific time slots and/or limited series

15 Marketing Channels

Marketing Channels

6. Emerging channels

✦ Personal subscription -

Consumer chooses from a selection of products

for a flat rate

16 Marketing Channels

Marketing Channels

6. Emerging channels

✦ Collaborative consumption -

Peer-to-peer marketplace for swapping, sharing,

bartering, trading and renting

Thank You!