e-Marketing - some practical points to consider . . .

1. YK Png
E-Marketing: Some Practical Points to Consider . . .

2. Market Updates
e-Commerce: 14.9%
• According to Statista Portal, Singapore's
eCommerce revenue will amount to $4.906
billion by the end 2019, and is expected to show
annual growth rate (CAGR 2019-2023) of 14.9%,
resulting in a market volume of $8.549 billion by
2023.
• Singapore total population: 5.79 million ➔
69.3% of population are e-Commerce Users (4m
users), expected to hit 73.2% by 2023.
• The average revenue per user (ARPU) currently
amounts to US$1,219.34
2
https://www.statista.com/outlook/243/124/ecommerce/singapore

3. 3
7 e-commerce trends to know in 2020
Pauline Yoong
https://www.strategicdigitalab.com/7-e-commerce-forecasts-asia-pacific-marketers-need-to-know-in-2020/
Retail e-commerce sales worldwide will reach USD 5 trillion by 2021. At the moment, Asia-Pacific (APAC) leads the global e-commerce
growth charge, outpacing all other continents with a forecasted growth of 25% or USD 2.271 trillion, representing a whopping 64.3% of
global e-commerce spending.
Six of the 10 fastest-growing retail e-commerce countries in 2019 hail from APAC, with India and the Philippines at the forefront with
more than 30% growth; and China, Malaysia, Indonesia and South Korea trail closely.
1. Growth will be driven by the middle class
… the middle class, not only will the demand for modest indulgences like snack foods and ready-to-drink beverages rise, but so will the
demand for “affordable luxury” such as cosmetics and high-end consumer durables…
2. There will be a luxury push
A sign of the increasing importance of luxury to e-commerce is the recent announcement of Alibaba Group Holding Ltd’s SGD 2.7 billion
acquisition of NetEaseKaola, which offers a curated collection of luxury goods to wealthy clients, primarily purchasing goods directly from
suppliers to resell to consumers.
3. Brands will produce more short-form video content
Forbes cites that 91% of consumers today prefer interactive or visual content, such as video, over conventional static media. Internet
video traffic, the report adds, is expected to have a compound annual growth rate increase of 33% from 2017 to 2022

4. 4
4. Social commerce will rise
Social commerce assists consumers in buying products and services online via social media. On Instagram for example, users will see
shopping bag icons on photos on profiles that have enabled social shopping. Users who tap on the photo will then see tags of the price
and other product details of the items, and a direct link to where they can be purchased.
In an August 2019 article, Entrepreneur called social commerce “the next billion-dollar market in India.” It says that the model succeeds
over the traditional e-commerce model because it cuts the cost of overheads, operations and marketing while increasing reach and sales
through the reseller network. Moreover, it adds that social media has deep penetration in the socio-economic middle and lower classes
in India. Social commerce thus allows local manufacturers, suppliers and wholesalers to gain access to millions of users.
5. Businesses should build consumer confidence in making payments on e-commerce platforms
6. Artificial intelligence will upgrade the shopping experience
A number of companies online have also begun rolling out chatbots. Using deep learning and natural language processing, AI chatbots
make human-like responses that address the customer needs, while taking note of patterns that overtime can be used to push highly-
targeted offers. As they are not humans who need sleep, they can engage with customers 24/7.
Chatbots are beginning to step away from the chat box and into the real world as actual smart robots. Dispatched in a warehouse for
example, they can act on processes boxing items and preparing them for shipping.
7. Customer experience will be more omni-channel
7 e-commerce trends to know in 2020
Pauline Yoong
https://www.strategicdigitalab.com/7-e-commerce-forecasts-asia-pacific-marketers-need-to-know-in-2020/

5. Create a
Good Shopping Cart
E-Marketing: Some Practical Points to Consider . . .
Examples of shopping cart software
services:
1.BigCommerce
2.Wix
3.Shopify
4.3DCart
5.ShopSite
6.Yahoo Stores
7.PrestaShop
8.Jimdo
Optimizing Ecommerce Shopping
Cart Checkout (Examples):
1.Include an Order Summary. ...
2.Adding Live Chat for Real-time
conversations: ...
3.Make checkout mobile friendly. ...
4.Ask relevant questions. ...
5.Using a Readable Table-based Layout. ...
6.Avoid too many fields. ...
7.Make the payment process easy. ...
8.Build trust with customers.

6. Optimize the Product Page
(24/7 sales person)
SEO: Title, description, …
Design: Photos, video
Trust badges: Good reviews, free shipping ..
E-Marketing: Some Practical Points to Consider . . .

7. E-Marketing: Some Practical Points to Consider . . .
Schema Markup
➔ Product rich cards eg. product
image, info on the search page, …
(Schema Markup Testing Tool)
What Is Schema Markup?
Schema markup is code (semantic vocabulary) that you put on your
website to help the search engines return more informative results for
users.
What’s the Use of Structured Data Testing Tool? Why is it
Important?
• Structured data testing tool: Even one issue with structured data
can prevent Google from reading the markup. The warning can
relate to missing code or wrong code in the markup. In some
cases, a warning is flagged when a specific field is not been filled
out.
• It will help you to identify and resolve critical issues with the site’s
schema markup.
• Testing the structured data will help you to detect and resolve all
types of errors in the site’s schema.

8. E-Marketing: Some Practical Points to Consider . . .
Product Feed Optimization
via Google Merchant Centre:
Key words, title, description, …
What is Product Feed Optimization? When
running shopping campaigns, a fully optimized
feed helps when Google determines when and
where to show your ads. The more relevant
your product is to a user's search the more
likely Google will show your ads.
Google Shopping Ads
Track by results (ROI)
Google Shopping feed optimization:
Speak your customers’ language and
write more compelling product titles:
Product titles are among the most
important factors influencing the
performance of your Google Shopping
campaigns.

9. Social Media MarketingInvest in Social Media
Posting content, engaging
on social media, … ➔
Building brands to get more
followers
https://mediaonemarketing.com.sg/social-media-marketing-in-singapore/
Know Your Customers:
• Age, teens, youth, middle age, over 50 years etc.
• Whether in employment or not
• Location, living in urban or peri-urban areas
• Marital status, single, engaged, married,
divorced, widow, widower
• Social media networks commonly used
Know Your End-Point (Vision / Objectives)
Execute with Excellence (Scorecards)
Examples:
• Reach
• Number of shares made
• The rate of conversion
• Awareness levels
• Keep track of every activity
Create Your Content
• Content: written words, images, videos or
infographics.
• Quality content that lures and hooks
prospects to your website.
• Use a content creation calendar as a
guide on when to post, topics and the
targeted social media sites.

10. E-Marketing: Types of Social Media
Invest in Social Media
Posting content, engaging
on social media, … ➔
Building brands to get
more followers

11. E-Marketing: Some Practical Points to Consider . . .
Facebook & Instagram Ads
Targeted ads
Facebook has 1.13 billion daily active users as compared to Instagram which has
500 million monthly active users, Facebook is leading in numbers.
Ref: https://medium.com/new-media-dod/modern-battle-facebook-vs-instagram-content-analysis-2af243d4508e
Factors which influence the Facebook’s algorithms.
1. Comments
Posts that people don’t comment or react fades away from timeline very soon.
2. Reactions
Facebook prioritize the posts based on the reactions they are receiving, Just as in
life, “loving” is a more valued emotional signal than “liking.”
3. Sharing links over messenger
Of all the interactions, this is the one that makes most sense as if user shares a
piece on content to their wall, that’s great. But what’s even great is sending that link
to your friends.
Factors which influence the algorithm of Instagram.
1.Interest
Your Instagram feed will be flooded by the similar type of content which you have
liked previously.
2.Recency
How recently the post was shared, with prioritization for latest posts over old ones.
3.Relationship
This is a unique factor as the content would also depend on your relationship with
that person who has shared the post, as how you frequently like, tag or comment on
his/her posts.
Facebook more percentage of elderly people as compared to Instagram.
Conclusion: How you make the best use of these platforms
and nature of business will tell which one is better.

12. E-Marketing: Some Practical Points to Consider . . .
Dynamic Re-targeting
Campaigns
Banner ads, FB,
Instagram, ..
What is dynamic retargeting?
Dynamic retargeting creates unique ads for each individual
customer. Dynamic tends to be the solution that gets the most
attention.
What is static retargeting?
A static retargeting strategy creates several formats of the
same advertisement as a part of a greater marketing
campaign. After placing them on your ad serving platform, you
set predetermined conditions that dictate which ads people see
based on the pages they visit on your site.Consider dynamic retargeting if …
• e-Commerce business: to sell products/services containing
thousands of items that appeal to a range of customers.
• You have a large inventory: You sell several different items
and have several product categories.
• You target a broad customer base: You target hundreds or
thousands of customers, all of which have different intentions
when they visit your website.
•Your customers have specific tastes: The products within
your inventory may appeal to people with very different wants
and needs.
Consider static retargeting if …
• B2B business: The purpose of your website is to generate
leads and inform your target audience.
• Your product/service portfolio is small or custom: You
may only offer a few services or price products based your
client’s needs.
• You want to run a specific campaign or offer: You want to
retarget your visitors but are only promoting a single product or
offer.
• You target marketing personas: You want your ads to be
specific to a few different types of customers, but not individual
customers .
• You need control over creative: If you’re running a specific
type of campaign, you may want to dictate the look and
character of your ads.
Ref: https://www.criteo.com/insights/static-vs-dynamic-retargeting-for-business/

13. E-Marketing: Some Practical Points to Consider . . .
Automate e-Mail
Marketing
Eg. Repeat customers
Automate your email marketing
• Autoresponder emails
Using an autoresponder tool to build a stronger
relationship with your customers and subscribers.
Delivering direct emails triggered by their actions and
behavior.
• Intricate email workflows
Create an intricate email based workflow to deliver key
messaging to each subscriber, all the way through
the conversion funnel.
• Dynamic segmentation
With dynamic segmentation, you will need to create a
group for each stage of the funnel and your contacts
will smoothly move through the funnel according to
their behavior.
Ref: https://www.smartinsights.com/email-marketing/how-to-maximize-your-email-marketing-roi-in-2019/

14. E-Marketing: Some Practical Points to Consider . . .
Invest in SMS
Marketing
Eg. Loyalty customers,
VIP deals, …

15. E-Marketing: Some Practical Points to Consider . . .
Social Customer Relationship
Management (Social CRM)
Integrate cart and CRM to
populate customer data &
additional data ➔ Proactive calls
eg. how is the delivery? What else
of interest? Kids? Birthdays? . . .
1.Invest in the Right Social Tool
2.Target Relevant Networks
3.Monitor Interactions and Mentions
4.Analytics are Your Friend: What was the reach of the tweet this user sent out about your
product? Have they recently mentioned any competing products and in what context?
5.Group Customers into Target Audiences: For example, Facebook and LinkedIn have groups
while Twitter has lists. This functionality can help you group customers into segments naturally and
within the context of the social network that is better suited for targeted interactions about a specific
product or products.
6.Social Media Managers=Real-Time Customer Service Reps
7.Use Social Incentives to Foster Brand Loyalty: The most loyal, vocal, and active of your
company's social media followers are assets. Building a relationship with these loyal customers
and those with the widest social influence can help turn your online presences into communities.
8.Don't Delete Negative Comments: Some complaints may have more merit than others. With
that in mind, the optics of deleting a negative comment can be far more harmful than the comment
itself (with the exception, of course, of posts that are highly inappropriate or offensive). When it
comes to combating negative feedback, always maintain a proactive, professional demeanor.
Ref: https://www.pcmag.com/article/337938/8-tips-for-a-killer-social-crm-strategy

16. E-Marketing: Some Practical Points to Consider . . .
Create Customer Care
Package
Eg. Coupon for future
purchase, referral card, …,
back to aurigamart (Own site)
Thank You Cards (examples):
• Use quality stationery
• Use the customer’s name.
• Clearly state your thanks.
• Give specific details with regards to what you
enjoyed about the experience.
• Suddenly refer to future business with the customer.
• Close with a professional sign off.
Coupons – Discounts Against Future Purchases
(examples):
• Fear of missing out.
• $X against your next order.
• Free shipping on your next order.
• X% off your next order.
• Free gift or free upgrade with your next order.
Referral Cards (examples):
• Product samples.
• Small gifts.
• Product care information.
• How to guides and tutorials.
• Recipes or cookbooks (If you sell kitchen
appliances)

17. E-Marketing: Some Practical Points to Consider . . .
Optimize the Product Page
➔ SEO: Title, description, …
(24/7 sales person)
➔ Design: Photos, video
➔ Trust badges: Good reviews, free shipping ..
Create a Good
Shopping Cart
Eg. Shopify, …
Schema Markup ➔ Product
rich cards eg. product image,
info on the search page, …
(Schema Markup Testing
Tool)
Optimize Product
Feed via Google
Merchant Centre: Key
words, title,
description, …
Google Shopping Ads
Track by results (ROI)
Dynamic Re-targeting
Campaigns
Banner ads, FB, Instagram, ..
Facebook &
Instagram Ads
Targeted ads
Invest in Social Media
Posting content, engaging on social
media, … ➔ Building brands to get
more followers
Automate e-Mail
Marketing
Eg. Repeat customers
Invest in SMS
Marketing
Eg. Loyalty customers,
VIP deals, …
CRM
Integrate cart and CRM to populate
customer data & additional data ➔
Proactive calls eg. how is the delivery?
What else of interest? Kids? Birthdays? .
. .
Create Customer Care
Package
Eg. Coupon for future
purchase, referral card, …,
back to aurigamart (Own site)

18. Tip:
Product that solves the
pain point
E-Marketing: What else . . .
Tip:
Up Sell
Tip:
Referral program ➔ Give incentive to both
participating parties
Tip:
Optimize check out process (2-steps checkout):
Credit card and shipping fields
Tip:
Recover abandoned shoppers
(eg. Hello Bar)
Tip:
Leverage subscription
(eg. Shopify Recharge)
Recovering solution:
➔ 10% discount coupons,
free shipping vouchers,
S$10 off coupon

19. Creativity
E-Marketing: Omni-Commerce
Technology Culture
Connected brands that live in
people’s lives
The future of marketing is about harnessing creativity, technology and culture to create connected brands that live in people’s
lives, and it will be those marketers and brands who embrace this vision, who will be the ones who come outon top.
~ N Pan, Marketing, Sept 2019