Dr Dave Chaffey CEO, Co-founder at Smart Insights (Marketing Intelligence) Limited Driving growth in local markets through creating scalable Ecommerce marketing strategies. Businesses selling in different markets face the challenge of creating strategies that fit the demand and resources available in local markets of different sizes. The Author of Emarketing Excellence, Dave Chaffey, CEO of Marketing Planning Advice site SmartInsights.com explore approaches that can be used to develop and implement effective strategies to drive growth according to the size of market. Dave also looks at approaches to build strategies and resources based on his experience in training and consulting with many international brands including 3M, BP, HSBC, Microsoft, North Face, Royal Canin and Nokia. The talk focused on retail-specific examples.

1. Scalable
Ecommerce
Strategies
2014
21st November 2013
Dr Dave Chaffey
SmartInsights.com
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2. About Dave Chaffey
About Dave Chaffey
• A professional
trainer in Emarketing since
1997
• Author of 5
bestselling
marketing books
now in their 4th and
5th edition
• Manages
SmartInsights.com
a marketing advice
site with paid
members in over 50
countries
• Insights Director at
agency
ClickThrough
Marketing
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3. The challenge of scalability!
Source: Boston Consulting Group
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4. The challenge of scalability
Central digital marketing teams
Digital infrastructure
team
Web development
team
Content publishing
team
Brand, UX and style
guidance
Business requirements
Global content editing
Applications management
Web designers
SEO guidance
Web developers
Web analyst
QA & Testing
Social media community
management
Translation management
Local country team or brand/product line teams
Online country
Online brand/product
manager
manager
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5. Reality is more complex!
Virtual Trade Team
4 VM’s, 1 data analyst + trade manager
Country managers
FR, DE, NL, ES + Manager
Project Management
Retail operations
Webmaster
2 X webmasters
EU Digital Marketing team
Manager and EU Marketing Manager
Head of Ecommerce
Dave Elston (prepared this chart)
Source: Dave Elston, Clarks Worldwide
presentation to Practicology
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6. Growth example: ASOS.com
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7. Managing across multiple markets
The SmartInsights improvement process
 1. Identify the levers
and KPIs
 2. Create a strategy
with long-term vision
 3. Manage through
90 day plans, tests
and dashboards
across RACE
activities.
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8. 8

9. Recommendation:
Create a
Success Map
for Digital Marketing
Define what is core
to your Vision
Example of Ishikawa or Fishbone diagram
Growth Hacking post
Map, measure and prioritise your many success drivers!
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10. Simplify a little
http://bit.ly/smartgraphics
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11. RACE KPI dashboard
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
n Searches
% Brand
nLeads
%
Conversion
to lead
Goal value
per visit
Page views/
visit
nSales
%
Conversion
to sale
Sales
value
Average
order value
% active
customers
% Customer
conversion
% existing
sales value
n Brand
mentions
Volume
Quality
Act
Interaction
and Leads
Convert
Sales and
Profit
Engage
Loyalty and
Advocacy
Value
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12. Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through Visual Apps
 Quality SEO signals
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13.  REACH
Selecting the best communications mix
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14. Investment (resource needed)
Influencer
PR
Facebook
custom audiences
AdWords
mobile
FBX
Retargeting
AdWords
on desktop
Media related
PR
Facebook
Promoted Posts
Sponsored
Tweets
AdWords
Remarketing
Social
amplification
Instagram
Integrated
engagement
campaigns
Vertical niche
campaigns
Blog
marketing
SEO
Effectiveness (potential sales volume)
Making the smart investments for Reach
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15. Search
Excellence is core
of acquisition
growth:
 Agility
 Analysis
 Action
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16. 16

17. Structured keyphrase research
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18. Getting SEO right locally





1. Content – requires depth
and detail “Epic/Nuclear”
2. Different types of content
give traction
3. Author authority and social
signals matters
4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin





6. Great design matters
7. Guest posting comes
under increased scrutiny
8. Social continues to exert
a powerful influence
9. Mobile performance and
compatibility matter
10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
Q. How do you benchmark SEO success at market level?
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19.  REACH
Recommendation:
Use Google’s
Multichannel
Funnels and
Attribution Models to
report effective
touchpoints
Using of attribution to assess media effectiveness
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20. Ongoing challenges of Enhanced Campaigns
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21. Increasing InterACTion
Key trends
 Invest in multichannel experience
 Communicating the local OVP
 Interactive content marketing
 Investment in outreach
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22.  PLAN
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
Investment in Brand OVP/YouTility
http://bit.ly/smartovp
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23. 23

24. 24

25. 25

26. 26

27. Deeper customer insight
for cultural customisation



Cliches are true

Germans are fastidious

Shop by product typeshoes/boots

 Shoe Technology is very
important
 Planned purchases- market is
quickly into new season

 They like to use internal
search and left hand nav.
 Lots of calls to the call centre
about shoes purchased many 
many years ago
Cliches are true
The French are much more
‘emotional’
Less internal search and
navigation, much more use of
links in content/graphics etc
Shop by end use (ie
workwear).
Fashion and inspirational
features work well and get
high engagement
Purchase when need to
purchase- much later start to
season
Source: Dave Elston, Clarks Worldwide
presentation to Practicology
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28. 28

29. The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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30. Your content marketing challenges?
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31. Research Findings
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32. Criteria?
 Rev/visit
 Demand+
lead gen
 Amplify
 Brand fit
 SEO
 Longevity
Evaluating content and
social media marketing investments
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33. Matrix
Presentation title
Author's name
22 November, 2013
Confidential
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http://bit.ly/smartercontent

34. Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvements to Universal Analytics
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35. CRO at Asos.com
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36. Bps = basis points 1/100th of a %
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37. Page or product popularity (views)
or page view variance (compared to average)
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
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38. 38

39. The commercial importance of mobile
€ 6 billion
UK
Source: Forrester
6.8% mobile phone (exc Tablet) of all Ecommerce sales
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40. Browse vs. purchase
channels
120%
100%
80%
Browse
60%
Purchase
40%
20%
0%
Store
Website
msite
Apps
88% Debenhams customers use mobile to browse vs. 12% purchase
The challenge of Mobile CRO
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41. Run-of site RWD example
Search > Browse > Buy
Practical Mobile Tip: Make sure site is “upwardly responsive”
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42. 42
5. Evaluate app relevance o
effectiveness

43. Promoting apps on mobile
homepage
43

44. Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engaging Email marketing
 Wearable computing and lifelogging
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45. Making use of Voice of Customer feedback tools
http://bit.ly/smartfeedback
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46. Retention email marketing options?
Presented by Grant Baillie of Argos at Email marketing conference, with permission
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46

47.  Local email
challenges:





Onboarding
Merchandising
Personalisation
Delivery
Timing
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48. Getting serious about behavioural email
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49. % Email Opens across desktop and mobile
Location:
Published / Surveyed:
Sample:
Source:
Worldwide
July 2013
Collected from 250 million
email opens
Litmus
Feb 2012-June 2013
Original source: Litmus blog
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50. Trend 17: Mobile email popularity
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51. Scalable email improvements
Source: Philips presenting on PlantoEngage.com
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52. Using event-triggered emails –
Marketing Automation / Re-marketing example
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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53. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
 Free planning
templates
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
https://plus.google.com/u/0/10625135037962
2013691
www.smartinsights.com
 Relevant channels
www.smartinsights.com/interationalmarketing
www.smartinsights.com/ecommerce
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