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BUILDING ECOMMERCE - eCommerce...  We’re a very small eCommerce team, which...

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BUILDING ECOMMERCEMARKETING EXCELLENCE:

The Four Stages of Marketing Maturity

For Small Businesses.

@springbot | @magento | #MagentoImagine

AUSTIN DEANGELIS

VP of Sales, Springbot

@Adeangelis33

ITS TIME TO RAMP UP YOUR MARKETING GAME.

OUR CUSTOMERS ARE LOYAL TO US RIGHT UP UNTIL THE SECOND

SOMEONE OFFERS THEM A

BETTER SERVICE.

Jeff Bezos, Amazon CEO

RETAIL ECOMMERCE SALES WILL INCREASE TO $4.058 TRILLION IN

2020.

eMarketer

@springbot | @magento | #MagentoImagine

THE FOUR STAGES

The Full-Fledged

Marketer

STAGE THREE:

OF ECOMMERCE MARKETING MATURITY

STAGE ONE:

Ad-Hoc

Marketer

STAGE TWO:

Up-and-

Coming

Marketer

STAGE THREE:

Full-Fledged

Marketer

STAGE FOUR:

Best-in-Class

Marketer

THE AD-HOC

MARKETER

STAGE ONE:

Growing store and brand presence

Managing most aspects of business

Handling customer interactions manually

Sending email two to four times per month

Driving revenue organically through existing customers

THE AD-HOC

MARKETERCHARACTERISTICS

THE AD-HOC

MARKETERCHALLENGES

Growing an email subscriber list

Using free tools to measure analytics

Driving sizable web traffic but few sales

Too many tasks, too little time

WHAT THREE STEPS WILL MOVE YOU UP THE SCALE?

1. Leverage Google Analytics data

2. Set up bi-monthly or monthly emails

3. Focus on one social channel

More than 80 percent of Gen Z, 74 percent of

millennials, 58 percent of Generation X and 41

percent of Baby Boomers say social media impacts

their purchasing decision.

RetailDive

@springbot | @magento | #MagentoImagine

@appleparkkids | applepark.com

Nancy Carlson Marketing and Social Media Specialist at Apple Park

Were a very small eCommerce team, which

often means we dont have the bandwidth to

manage multiple channels. Since weve been

using Springbots Advanced Shoppable

Instagram feature, weve been able to transform

our Instagram engagement into high-quality

traffic and revenue.

THE UP-AND-

COMING

MARKETER

STAGE TWO:

THE UP-AND-

COMING

MARKETER

CHARACTERISTICS

Experiencing a steady revenue stream

Basic marketing fundamentals are in place

Testing and using advanced automated tools

Significant site traffic with increased orders

Marketing to both new and current customers

THE UP-AND-

COMING

MARKETER

CHALLENGES

Using multiple tools to track data

Lack of in-depth knowledge of customer base

Too much information

@maxtrixkids | maxtrixkids.com

FIVE TIPS FROM

AN ECOMMERCE

ENTREPRENEUR

1 BE COLLABORATIVE

2 HIRE A DEDICATED MARKETER

3 EMBRACE USER-GENERATED CONTENT

4 EXPERIMENT WITH AUTOMATION

5 MEASURE YOUR SUCCESS

STAGE THREE:

THE FULL-

FLEDGED

MARKETER

Q&A WITH

GEORGE VLAGOS,

FOUNDER AND

CREATIVE DIRECTOR

AT OAK STREET

BOOTMAKERS. @OakStBootmakers

Use a personalized message

to capture their attention.

Provide a clear call to action to

drive higher engagement.

Remind them why they are

getting this message.

THE BEST-IN-

CLASS

MARKETER

STAGE FOUR:

THE BEST-

IN-CLASS

MARKETER

CHARACTERISTICS

Spending an average of 10 to 15 percent on marketing

Employing specialized employees dedicated to marketing

Regularly updating the website with new products and content

THE BEST-

IN-CLASS

MARKETERCHALLENGES

Using multiple tools to track data

Lack of in-depth customer understanding

Too much information, not sure where to start

HOW TOREACH THE FINAL STAGE.

1. Get sophisticated with your data2. Experiment with new channels3. Think before you invest

Did you know it can

take between five to

eight different

marketing

touchpoints before

someone makes a

purchase?

TODAYS QUICK TAKEAWAYS.

MONITOR YOUR DATA DAILY

PRIORITIZE AND ORGANIZE CHANNELS

CREATE PERSONALIZED EXPERIENCES

TEST, TEST, TEST!

SURVEY YOUR CUSTOMERS

THE FOUR STAGES

The Full-Fledged

Marketer

STAGE THREE:

OF ECOMMERCE MARKETING MATURITY

STAGE ONE:

Ad-Hoc

Marketer

STAGE TWO:

Up-and-

Coming

Marketer

STAGE THREE:

Full-Fledged

Marketer

STAGE FOUR:

Best-in-Class

Marketer

WAIT! BEFORE YOU LEAVE

Come visit us at booth 312 and

receive your Marketing Maturity

Health Check.

For questions, please reach out to

contactus@springbot.com.

@springbot | @magento | #MagentoImagine

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