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X522 Digital Marketing
Final Project
Rick Wingender
11/22/2016
Please see the Slide Notes
© copyright 2016 by Rick Wingend...
About REEDS Jewelers
REEDS Jewelers is a family-owned jewelry store chain
headquartered in Wilmington, NC. Founded in 1946...
See Speaker Notes.
Reeds has 60+ physical store locations in these states (in
purple).
Competitors
Blue Nile
Kay
Jared
Zales
Amazon
eBay
Helzberg
James Allen
Ritani
Nieman Marcus
Jewelry Television
QVC
JC Penn...
The REEDS Market and Business Objectives
See Speaker Notes.
STRENGTHS
Strong Industry Expertise
Omnichannel Capability
Established Digital Marketing Channels
Quality Merchandise
Stro...
Tactic 1
Build up the e-commerce team, in order
to support the remaining strategies.
Tactic 4
Use social tools to build th...
Tactic #1 Build Up The Ecommerce Team EXISTING STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2...
Tactic #1 Build Up The Ecommerce Team 2017 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2...
Tactic #1 Build Up The Ecommerce Team 2018 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2...
Tactic #1 Build Up The Ecommerce Team 2019 NEW STAFF
Community
Manager
2016
Web Designer
2016
Amazon / eBay
Merchandiser
2...
Tactic #2 Improve the product mix depth and breadth.
Enhanced product mix:
• Improved SEO (“findability” and
awareness)
• ...
See Speaker Notes.
Tactic #3 Improve the PPC Program
Tactic #3 Improve the PPC Program
See Speaker Notes.
Tactic #3 Improve the PPC Program
Tactic #3 Improve the PPC Program
See Speaker Notes.
Tactic #4 Improve The Social Media Strategy & Tactics
Use social channels to augment traditional advertising
Build the bra...
Reeds has a fairly active presence on Facebook, Pinterest, Instagram, Twitter, and YouTube.
Tactic #4 Improve The Social M...
Reeds has a fairly active presence on Facebook,
Pinterest, Instagram, Twitter, and YouTube.
However, there
doesn’t seem to be
much community
enthusiasm or
engagement.
The posts are boring,
and too product-
centric....
Social Marketing Editorial Content Calendar
Tactic #4 Improve The Social Media Strategy & Tactics
Tactic #5 Improve The Website
See Speaker Notes.
REEDS.com
See Speaker Notes.
Tactic #5 Improve The Website
Tactic #5 Improve The Website
BazaarVoice Ratings and Reviews
See Speaker Notes.
See Speaker Notes.
BazaarVoice Ratings and Reviews
See Speaker Notes.
Tactic #5 Improve The Website
Tactic #5 Improve The Website
Website Imagery
When you sell a product that your customer cannot
pick up and feel, your ima...
Tactic #5 Improve The Website
Tactic #5 Improve The Website Imagery
Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
REEDS sells on Amazon
See Speaker Notes.
Tactic #6 Build Up 3rd-Party Marketplaces
Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The eBay Marketplace
Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The Jet.com Marketplace
Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
The Rakuten Marketplace
Tactic #6 Build Up 3rd-Party Marketplaces
See Speaker Notes.
Scorecard
See Speaker Notes.
Click anywhere on the picture. https://vimeo.com/114903886
See Speaker Notes.
© copyright 2016 by Rick Wingender
https://www.linkedin.com/in/misterecommerce/
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender
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Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender

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This presentation was done for my graduate digital marketing class at Indiana University (Kelley School of Business), as part of the M.S./Marketing program.

There are two versions to this file: one with, and one without, the speaker notes. The speaker notes are essential.

The “inspiration” came from interviews I did with Reeds Jewelers in Wilmington, NC. Reeds was looking to take their online business to the next level. The following slides outline some tactical ideas; some of which I shared with Reeds. (This assignment was completed subsequent to my interviews with Reeds). © copyright 2016 by Rick Wingender

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Ecommerce & Digital Marketing Strategy Presentation (No Notes) by Rick Wingender

  1. 1. X522 Digital Marketing Final Project Rick Wingender 11/22/2016 Please see the Slide Notes © copyright 2016 by Rick Wingender https://www.linkedin.com/in/misterecommerce/
  2. 2. About REEDS Jewelers REEDS Jewelers is a family-owned jewelry store chain headquartered in Wilmington, NC. Founded in 1946, they have 64 stores in 13 states. REEDS Jewelers is an authorized distributor in its store locations for many leading designer brands, including David Yurman, Tag Heuer, Omega, Michele, and others. They also conduct business on an e-commerce- enabled website, www.reeds.com. Online, they feature brands such as PANDORA, Alex and Ani, Mikimoto, Scott Kay, Swarovski, and others. See Speaker Notes.
  3. 3. See Speaker Notes.
  4. 4. Reeds has 60+ physical store locations in these states (in purple).
  5. 5. Competitors Blue Nile Kay Jared Zales Amazon eBay Helzberg James Allen Ritani Nieman Marcus Jewelry Television QVC JC Penney Nordstrom Macy’s Local Mom & Pops See Speaker Notes.
  6. 6. The REEDS Market and Business Objectives See Speaker Notes.
  7. 7. STRENGTHS Strong Industry Expertise Omnichannel Capability Established Digital Marketing Channels Quality Merchandise Strong Brand Credit Program Strong TV ads OPPORTUNITIES Use Social to Build Brand and Grow Awareness Focus on PPC Program Expand Amazon, eBay, Google Shopping Channels for New Customer Acquisition & Revenue Deepen Existing Categories SKU count Broaden Product Category Mix, helping SEO Add Western Distribution Center Focus on Global as well as National Expansion WEAKNESSES Weak Brand External to Trade Area No Stores in 37 States Almost no internal ecomm / DM expertise / bandwidth No Int’l Capabilities Current PPC Program is Lacking High Return Risk in Digital-only Experience THREATS Bad Pub / Social Media Brand Issues Constant Threat of New Competition Gold & Silver Price Fluctuations Technology & Security Issues Small Market Staffing Issues See Speaker Notes.
  8. 8. Tactic 1 Build up the e-commerce team, in order to support the remaining strategies. Tactic 4 Use social tools to build the brand and grow awareness Tactic 5 Various improvements to REEDS.com. The primary business objective for REEDS Jewelers is to significantly improve sales in areas (states) where there are no REEDS stores. I am recommending SIX primary strategies to REEDS. Tactic 2 Improve the product mix depth and breadth. Tactic 3 Re-establish a Google AdWords PPC program, including remarketing. Establish a PPC program on Amazon and Facebook. Tactic 6 3rd-Party Marketplace Channel, to generate revenue and to serve as New Customer Acquisition (NCA) See Speaker Notes.
  9. 9. Tactic #1 Build Up The Ecommerce Team EXISTING STAFF Community Manager 2016 Web Designer 2016 Amazon / eBay Merchandiser 2016 Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled. See Speaker Notes.
  10. 10. Tactic #1 Build Up The Ecommerce Team 2017 NEW STAFF Community Manager 2016 Web Designer 2016 Amazon / eBay Merchandiser 2016 Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled. Director of Ecommerce 2017 Digital Marketing Manager 2017 PPC / SEM Manager 2017 REEDS.com Merchandiser 2017 Web Design & Development Manager 2017 SEO Analyst 2017 Web Analytics Manager 2017 See Speaker Notes.
  11. 11. Tactic #1 Build Up The Ecommerce Team 2018 NEW STAFF Community Manager 2016 Web Designer 2016 Amazon / eBay Merchandiser 2016 Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled. Director of Ecommerce 2017 Digital Marketing Manager 2017 PPC / SEM Manager 2017 REEDS.com Merchandiser 2017 Web Design & Development Manager 2017 SEO Analyst 2017 Web Analytics Manager 2017 Email Mktg Manager 2018 Web Merchandising Manager 2018 Web Developer 2018 Web DB Developer 2018 Web Designer 2018 REEDS.com Merchandiser 2018 Web Designer 2018 See Speaker Notes.
  12. 12. Tactic #1 Build Up The Ecommerce Team 2019 NEW STAFF Community Manager 2016 Web Designer 2016 Amazon / eBay Merchandiser 2016 Agencies – All functions & positions are performed and/or augmented by external agencies until internal positions are filled. Director of Ecommerce 2017 Digital Marketing Manager 2017 PPC / SEM Manager 2017 REEDS.com Merchandiser 2017 Web Design & Development Manager 2017 SEO Analyst 2017 Web Analytics Manager 2017 Promotions Manager 2019 Amazon / eBay Merchandiser 2019 Search / Taxonomy Analyst 2019 Jet / Rakuten Merchandiser 2019 REEDS.com Merchandiser 2019 CSE & Affiliates Manager 2019 Web Developer 2019 Email Mktg Manager 2018 Web Merchandising Manager 2018 Web Developer 2018 Web DB Developer 2018 Web Designer 2018 REEDS.com Merchandiser 2018 Web Designer 2018 See Speaker Notes.
  13. 13. Tactic #2 Improve the product mix depth and breadth. Enhanced product mix: • Improved SEO (“findability” and awareness) • Improved RFM performance • Less industry risk (gold/silver pricing) For example, Hallmark.com has many categories that would be demographically synergistic with a REEDS.com visitor. See Speaker Notes.
  14. 14. See Speaker Notes. Tactic #3 Improve the PPC Program
  15. 15. Tactic #3 Improve the PPC Program See Speaker Notes.
  16. 16. Tactic #3 Improve the PPC Program
  17. 17. Tactic #3 Improve the PPC Program See Speaker Notes.
  18. 18. Tactic #4 Improve The Social Media Strategy & Tactics Use social channels to augment traditional advertising Build the brand and credibility Focus on content – news & education See Speaker Notes.
  19. 19. Reeds has a fairly active presence on Facebook, Pinterest, Instagram, Twitter, and YouTube. Tactic #4 Improve The Social Media Strategy & Tactics
  20. 20. Reeds has a fairly active presence on Facebook, Pinterest, Instagram, Twitter, and YouTube.
  21. 21. However, there doesn’t seem to be much community enthusiasm or engagement. The posts are boring, and too product- centric. See Speaker Notes. Tactic #4 Improve The Social Media Strategy & Tactics
  22. 22. Social Marketing Editorial Content Calendar Tactic #4 Improve The Social Media Strategy & Tactics
  23. 23. Tactic #5 Improve The Website See Speaker Notes.
  24. 24. REEDS.com See Speaker Notes. Tactic #5 Improve The Website
  25. 25. Tactic #5 Improve The Website BazaarVoice Ratings and Reviews See Speaker Notes.
  26. 26. See Speaker Notes.
  27. 27. BazaarVoice Ratings and Reviews See Speaker Notes. Tactic #5 Improve The Website
  28. 28. Tactic #5 Improve The Website Website Imagery When you sell a product that your customer cannot pick up and feel, your imagery must be perfect. Perfect images ARE digital marketing. Images can evoke emotions, or they can cause visitors to look elsewhere. This is true of home pages, landing / category pages, or even product detail pages. The following five slides give examples of immersive, powerful imagery. The last one (fitbit) is a product detail page. If you were to link to any of these pages from Facebook, or Twitter, or a Google SERP, or even Google Shopping, you would have a good chance of making a sale. Or at least making a friend.
  29. 29. Tactic #5 Improve The Website
  30. 30. Tactic #5 Improve The Website Imagery
  31. 31. Tactic #6 Build Up 3rd-Party Marketplaces See Speaker Notes.
  32. 32. REEDS sells on Amazon See Speaker Notes. Tactic #6 Build Up 3rd-Party Marketplaces
  33. 33. Tactic #6 Build Up 3rd-Party Marketplaces See Speaker Notes. The eBay Marketplace
  34. 34. Tactic #6 Build Up 3rd-Party Marketplaces See Speaker Notes. The Jet.com Marketplace
  35. 35. Tactic #6 Build Up 3rd-Party Marketplaces See Speaker Notes. The Rakuten Marketplace
  36. 36. Tactic #6 Build Up 3rd-Party Marketplaces See Speaker Notes.
  37. 37. Scorecard See Speaker Notes.
  38. 38. Click anywhere on the picture. https://vimeo.com/114903886 See Speaker Notes.
  39. 39. © copyright 2016 by Rick Wingender https://www.linkedin.com/in/misterecommerce/

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