Lessons in e-commerce marketing

What may work next? …

Mannix Pabalan@mannixbphashtag digital, inc.http://www.hashtagdigital.ph

4th e-Commerce Summit 2013Cebu City

CONNECT | ENGAGE | TRACK

Your Fu l l Assau l t D ig i ta l Marke t ing Pa r tne r

The nagging questions!

• What were the lessons from the past?• How do we compete/position in the internet business?• Can we even get a share of the audience “they” enjoy?• Can we keep up to the online and digital savvy

expectations?

Remember: there is always a room in the web for a new and intuitive offer …

1st stop … how do we want to be known

research and analysis is the kick start!

• What they have … • Account for their weak points …

Define …

Outbound vs. Inbound Marketing

OUTBOUND (Push) INBOUND (Pull)Telemarketing Search Marketing

Trade Shows Blogging

Direct Mail Social Media

Email Blasts RSS/Content Syndication

Print Ads / Press Releases Articles, Ebooks, White Papers

Television / Radio Videos / Presentations

Inbound Marketing is desired, impactful,

targeted, and extremely cost

effective.

WHAT WORKED???

65% of CMOs stated that in the current economic climate, it is easier to secure organizational “buy in” on new media/social media programs than it was one year ago.

Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget

New media/social media channels are becoming more critical

77% stated they will take on a greater focus in their overall interactive strategy“Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”

TAKE AWAY LESSONS …

Online marketing is very powerful to push for revenue!

Caution:

• Closely watch for your spend• Campaign structure• Targeting (keywords for SEM/ Audience for display)• Cost Income Ratio (CIR)• Cost Per Order (CPO)• Revenue

22%

41%

37%

% Share on transaction by channel

Search Engine MarketingDisplay AdsEmail Marketing

29%

56%

15%

Bounce Rate by channel

Search Engine MarketingDisplay AdsEmail Marketing

FIND a way to Balance and get optimized …

Image Ads•Retargeting •Banner placement•Facebook ads

Content Marketing is CRITICAL

What is Social Media Marketing?Face to Face networking or Word-of-Mouth Marketing in a virtual world

What Social Media can do for you?

Online confidence build -up

BRAND ADVOCATE

Social Media Process

Listening Measuring Engaging

Social Media in B2B and B2C

Source: HubSpot State of Inbound Marketing Report

Social Media: Quick Facts• 49% of social media (SM) users log on daily• 31% agree SM is more credible than ads• 61% research purchases with SM• 36% use SM for purchasing decisions• 40% are talking and learning from specific orgs• 25% of users “feel better” about companies using SM• 89% of users use SM more/same as last year

Source: CNW Group and Leger Marketing

REMEMBER! Web Customer expectations will get “worst” …

• Just meeting expectations will become unacceptable• Alternative to YOU is just a click away. • As Search Engines help you get visitors, it also helps

the visitor get alternatives.

Vis i t us a t www.hash tagd ig i ta l . ph

facebook .com/hash tagd ig i ta l i n c @hd ig i ta l i n c

Mannix Pabalan@mannixbp