Online Sales Strategy - Key Factors for Merchandising Success

0%
5%
10%
15%
20%
25%
30%
35%
40%
All Consumers-(Top 2
Answers)
Email from a
merchant you didn’t
know
Shopping
Comparison
Site
Search Inquiry
Email from a
merchant you know
and trust
7%
32%
37%
38%
Online Sales Strategy
What’s Motivating Consumers To Buy?
Source: MarketingSherpa/Directions Research, January 2006
Anema Softwares, Inc. www.anemaindia.com | sales@anemaindia.com | 94259-61289 0731-4025544

Merchandising Options (I)
- Communicate the Value of Merchandise
- List product prices – Highlight product benefits – Use high quality images
- Show price and feature comparison with competition
- Cross-selling and Up-selling
- Suggest additional items on the product page and shopping cart page (Not check Out page)
- Consider Free Shipping
- Large Product Inventory
- Provide large product inventory (selection), variety, uniqueness
Online Sales Strategy - Merchandising

Merchandising Options (II)
- Product Guarantees and Policies
- Show visible links to product guarantees and policies
- Return Policies
- Explain return policies and process
- Payment Options
- Accept a wide variety of credit cards and alternative payment options
- Highlight Special Offers
- Spotlight the best products/deals, highlight specials, free gifts
- Provide Extra Services and Discounts

Merchandising Options (III)
- Offer Gift Features When Appropriate:
- Gift Certificates
- Gift Wrapping
- Gift Card Message
- Multiple Recipients

Advanced Ecommerce Web Site Functionality (I)
Dynamic Imaging (Primarily Retail)
- Zoom pictures, Hot spot zoom
- Flip between front and back views
- 360 Product views
- Color and Pattern switching
- Mixing and matching outfits
Advanced Functionality

Advanced Ecommerce Web Site Functionality (II)
Video Hotspotting
Isolate actors, products and other elements within video with a hotspot overlay and link those
to product details pages to encourage purchase
Shipping and Item Cost Preview
Shows total item cost, including taxes and shipping on detailed product page
Combined One-Page Dynamic Shopping Cart and Check Out
(Flash – Flex – Ajax)
Advanced Functionality

Product Listings
Copywriting – Product Names
- Combining Manufacturer Product Names with
Generic Keywords
- Sony Cyber- Shot DSL-T 7
- Sony Cyber- Shot DSL-T 7 Digital Camera
- Writing Unique Product Names
- Write short and descriptive product names
- Choose a naming convention and use it consistently
- Include major generic or brand keywords: “Creed (manufacturer) Miraculous
Medal Blessed Mother (product)”
- Use consistent capitalization

Copywriting – Product Descriptions
- Rewrite Manufacturer Descriptions
- Retool product descriptions to describe benefits, rather than relying on the
manufacturers’ feature-focused descriptions
- Provide Clear and Detailed Product Information
- Provide keyword-rich, detailed descriptions to give people a good sense of the
product and help them differentiate among choices
- Includes brand names in the descriptions
- List information on pricing, promotions or anything that underscores a competitive
position
- Use short bulleted descriptions to highlight top features
Product Listings

Copywriting – Product Descriptions (II)
In- Provide Clear and Detailed Product formation
- Include Power words: “great”, “huge”, high quality”, “latest”
“excellent”, massive”, “expert”, “experienced”, “specializing”,
“outstanding”, “wonderful”, “stunning”, and “guaranteed”
- Include time sensitive elements “Don’t miss this opportunity”,
“As long as supplies last”
- Add an availability statement: “In stock, ships immediately”
- Embed a trust building element: “Life long warranty”,
“Money-back guarantee”
Product Listings

Components of Internet Marketing
E-Mail
Marketing
Search
Engine
Marketing
Affiliate
Marketing
Contextual
Advertising
Fixed
Placement
Display
Advertising
Search
Engine
Optimization
Search
Engine
Advertising
RSS
Marketing
Online
Reputation
Management
Online
WOMM
and SMM
Marketing
Blogs
Consumer
Product
Reviews
Online
Forums
• Search PPC (text ads)
•Shopping Comparison (PPC)
Social
Media Sites

What is Internet Marketing?
• Strategies and Techniques Applied on the Internet
to Support an Organization’s Overall Online
Marketing Objectives
• Goals may Include:
– Driving targeted traffic to a Web site or landing page and
converting visitors to customers at the highest rate
– Customer retention
– Establishing brand awareness recognition

Internet Marketing Benefits
• Accurate Campaign Reporting and ROI Tracking =
Accountability
• Allows for Frequent Testing and Quick Updates of New Online
Promotions
• Better Targeting and Segmenting Than Traditional Media
– Track online user behavior
– Gather geographic user information
• Relatively Inexpensive Way to Generate New Business and
Build Brand Awareness
– : Average customer acquisition cost - Search Advertising: $7-$10; Printed
Yellow Pages$15-$25; Direct Mail: $60-$80
Source: Piper Jaffray analyst Safa Rashtchy, February 2005
Forecast

Search Engine Marketing
Two Methods Within Search Engine Marketing
• Search Engine Optimization
Designing web pages within a web site that rank high on the “natural”
search results page of search engines and directories for a specific
keyword research
• Search Engine Advertising
Various ways for advertisers to pay a fee in exchange for guaranteed
placement on the search results page of search engines for a specific
keyword search.

Search Engine Marketing
Benefits of Search Engine Marketing:
• Potentially Reaches a US Audience of 100 Million People a
Month
• Generates Highly Targeted Traffic to a Web Site
• Accurate Performance Tracking by Search Source,
Keyword Phrase, Click-through Rate, Conversion Rate and
ROI
• Higher Brand Recognition Value Compared to Other Media

Free Listings – Organic or Natural

• Free Listings - Editorial, Natural or Organic
• No Guaranteed Inclusion and Ranking
• No Control Over Ranking Positions
• Ranking is Determined by Search Engine Algorithms
• Limited Control Over Page Titles and Site Descriptions in the
Listings
• Organic Results are Trusted - 60 Percent of Searchers Select Free
Listings Over Paid Search Advertisements
• Web Sites Need to be Optimized In Order To Rank on the First Two
Results Pages
Free Listings – Organic or Natural

• Content Development
– SEO copywriting, page titles and meta tag descriptions
• Code Optimization
– Remove crawler barriers
• Navigation/Link Structure Optimization
• Site Infrastructure Optimization
– Resolve Web server issues
• Link Development
– Link acquisition
Free Listings – Search Engine Optimization

Paid or Sponsored Listings (PPC)

• Advertisers Agree to Pay a Fee When Someone Clicks on the
Listings or Text ads
• Ranking is Based on a Combination of Ad Relevancy and
Auction-type Keyword Bidding System
• Guaranteed, Instant Inclusion and Ranking
• Tight Control Over Listings Content
• More Challenging to Manage - Bid Management, Budgets, ROI
• Google AdWords and Yahoo Search Marketing Have 90% of
Pay-Per-Click Market Share in U.S.
Paid or Sponsored Listings (PPC)

Sponsored Results Landing Page
Creative Development – Landing Pages

Product Title
Large “Add to Cart”
Product name and major
keyword in description
Specialized Landing Page (PPC)

Display Ads
Landing Pages – Ineffective Landing Page

Display Ads
Landing Pages – Effective Landing Page

Comparison Shopping Engines

Comparison Shopping Engines
Consumers:
• Allow Consumers to Compare Product Types, Products Features
and Pricing at One Location Before They Buy
• Most Comparison Shopping Engines Use the Pay-Per-Click Model
Merchants:
• Comparison Shopping Engines Attract Highly Qualified Buyers
Who Intend to Buy
• Upscale Merchants Usually Do Not Do Well in Shopping
Comparison Search Engines

Internet Yellow Page Directories
• sting and Extended Paid Listings Online Versions of
Traditional Printed Yellow Pages That Contain Local
Business Listings
• Cost Effective Solution to Businesses Seeking to
Attract Local Customers Via the Web
• Free Basic Li
• Major Yellow Page Directories:
YellowPages.com, SuperPages.com, Yahoo Yellow Pages,
Switchboard.com, AOL Yellow Pages

Internet Yellow Page Directories

• Promotion of Products and Services via Email
• Variety of Formats: Text Messages, Graphics-based Ads,
Rich Media (Multi-Media ads)
• Self-Service or Full Service Email Programs Include:
– List building
– Creative design
– Message delivery
– Campaign results tracking
– List management
Permission-Based Email Marketing

• Precision Targeting Through Email List Segmentation
• Builds, Retains and Strengthens Customer Relationships
• Builds Brand-awareness
• Campaign Results Tracking through Website Analytics
Open Rate, Click-through Rate, New Subscribers, Subscribers Opt-out
• Retargeting Visitors Who Did Not Buy With Targeted Offers
• Lower Cost and More Flexible Than Direct Mail
Permission-Based Email Marketing

Another Web Site (Merchant) for a Commission Fee
• Merchant Affiliate Marketing Programs can Generate Between 10
- 20 Percent of a Web Site’s Online Sales
• Affiliates use Several Tactics- Organic search engine
optimization, PPC search ad networks, email marketing and
online display advertising
• Affiliate Compensation based click through, pay per lead, or
percentage of sale or any combination
• Merchant Affiliate Marketing Programs can be Managed In-
house or Through an Affiliate Network Provider
Affiliate Marketing

• Affiliates often specialize by content category
(e.g Health Products, Mortgages, Real Estate)
• Merchant Affiliate Marketing Program Management Typically
Includes:
- Affiliate performance tracking and compensation
- Affiliate commission payments
- Affiliate account management
- Affiliate advertising
- Affiliate recruitment and enrollment
Affiliate Marketing

How It Works
Affiliate Marketing

Managing Affiliates
What do Affiliates Want:
- Typically 30% Commission
- They Want to Get Paid Bi-Monthly
- They Want to Bid on Brand Terms
- They Want to Build Their Own Landing Pages
for PPC and Organic Search Engine
Optimization
Affiliate Marketing

Managing Affiliates
Aspects of Affiliate Marketing Merchants Need to be Aware of:
- Affiliates can Confuse Customers by Altering the Experience
of Finding Your Site
- Affiliates Up the Ante for Keywords You Must Bid on,
Including Your own Brand Name
- They Easily Jump Ship to Your Competition if Your Program
isn’t Lucrative Enough
- Affiliate Marketing Requires and Affiliate Marketing Agreement
with a Trademark and SEM Policies
Affiliate Marketing

0%
10%
20%
30%
40%
50%
60%
AffiliatesTrademarks and SEM Policies
Aug-05
Feb-06
Outsource SEM, free
reign with brand
names
Outsource SEM,
Weighing negative
impact on brand use
by affiliates
Restricting brand use
to top-affiliates
Don’t Allow affiliates to
use brand names with
SEM
29%
15%
23% 24%
16%
39%
51%
Source: Marketing Sherpa, Inc
Affiliate Marketing

Display Ads
Fixed Placement Advertising – Display Ads

• Placement Of Text Ad Links, Banner Ads, Expandable Banners, Rich
Media Ads, Sponsorships In Pre-defined Locations On Web
Properties
• Flexible Price Models (Cpm, Cpa, Cpc)
• Extensive Reach Through Vertical Web Properties And Cpa
Networks With Thousands Of Web Sites (Publishers Or Affiliates)
• Generates Targeted Sales, Leads And/Or Builds Brand Awareness
• Placement Mechanism: Direct Ad Placement Through Ad Server
And/Or Cpa Ad Networks
Fixed Placement Advertising

• CPC: Cost-Per-Click
– Advertisers pay Ad Networks and Web Site Publishers based on the
number of clicks a specific ad gets
• CPA: Cost-Per-Action
– Advertisers pay Ad Networks and Web Site Publishers solely based on
qualifying actions such as sales, leads, or registrations
• CPM: Cost-Per-Thousand
– Advertisers pay Ad Networks and Web Site Publishers solely based on a
certain number of impressions (number of times an ad banner is
completely downloaded and presumably seen by visitors)
Online Advertising Pricing Models

Contextual Advertising
• Placement of Ads (Text or Display) on Related Content Pages Across Web
Sites Through On-The-Fly Relevancy Keyword Detection or Past Behavior
(e.g. Keyword Searches)
• Works Well for Informational Sites (News, Entertainment, Sports, Blogs)
• Content Advertising Networks: Yahoo Content Match and Google
Adwords
• Blog Ad Networks: Pheedo, BlogAds.com

Contextual Advertising

RSS Marketing
RSS Marketing/Content Syndication
Website content syndication through an RSS feed
- Create an RSS feed for your News and Events page
- Provide an RSS feed for Specials and product updates
(Ecommerce websites)
- Send your RSS feed through email to an opt-in email list
– E.g. using Feedburner (RSS Management System

RSS Publishing
1. Subscribe to RSS Feed
2. New RSS file is created each time content is updated
3. Web site is pinged for RSS feed updates
4. When new version exists it is downloaded
RSS Marketing

Consumers Are Gaining More Control Over Media
They Consume?
more control over how content is delivered - Control of the
brand, messaging and advertising is moving increasingly
from the marketer to consumer
- Consumers are gaining
- “Ad skipping”, ad and pop-up blocking, email filtering, cookie deletion
- Internet technologies are allowing consumers to
communicate better and define the message around
products and services
- Blogs, online forums, user review sites, podcasting, email

Word of Mouth Marketing (WOMM)
and Social Media Marketing (SMM)
WOMM Characteristics SMM Characteristics
Relies primarily on targeting
“evangelists/influencers” to
spread the word
Spreads by itself through the
social web and relies on passing
messages along from friend to
friend
Requires excellent product or
service “influencers” can use be
excited, and talk about
Message needs to be cool,
outrageous or provide
exceptional value to attract
attention and be passed along
Online and Offline (20% online) Online only
Generates brand-awareness,
buzz and web site traffic
Generates brand-awareness,
buzz and web site traffic

- CGM is created through an online dialogue consumers/users are engaged in
using online forums, blogs, wikis, podcasts and product review sites, social
networking sites
- CGM is spread by “Influencers” (WOMM) or travels by itself through the social
web (SMM)
- CGM is relevant to the product and service experiences of consumers/users
- CGM is frequently archived online and indexed in search engines for access by
other consumers or others looking for information
- CGM can be influenced, but not controlled by marketers
- CGM can be monitored and measured
Consumer Generated Media (CGM)

- Word of Mouth Marketing
- Finding and empowering the “influencers” who are already successfully
using products and services
- Online Word of Mouth Marketing
- Evolved from spoken communication to include online consumer activities
using Internet technologies to create Consumer-Generated Media
- Does not dissipate after a conversation as in the offline world
- Online WOMM is growing – 20 percent of all WOM is currently happening
online
Word of Mouth Marketing

- Give “influencers” and consumers something exciting to talk
about
- Good product or service, excellent customer service
- Place product or services in the hands of “influencers”
- Target the right people – the “influencers"
Making Online Word of Mouth Marketing Work (1)

- Start with “listening” online about what people are saying
about your product to get the unfiltered insights
- CGM Monitoring
- Blog Monitoring (Blog Pulse, Technorati), News Alerts, Online
Discussion Forums, Del.icio.us Tag Analysis, RSS Feed
Monitoring (PubSub, Technorati)
- “Listening Services” – CGM Analytics Vendors
- Cymfony, Nielson Buzz Metrics, Umbria, BuzzLogic and
Intelliseek
- Customer Service department (CRM System)

- Choose the appropriate online WOMM channels
- Actively engage with online WOMM channels through
participation and dialogue to earn consumer respect
- Use “traditional” offline and online marketing and advertising
to build initial awareness
- Test and improve the effectiveness of all channels

What is Social Media?
- Online tools and platforms that people use to share opinions,
insights, experiences and perspectives with each other and can
be used to build and rally a community around
- Social Media is built on user generated content that can take
many forms: text, images, audio and video
- Social Content Aggregators - Voting for content
- Shared Bookmark Sites - Voting for content through bookmark
sharing
- Social network sites - Sharing of personal profiles
- Social media tools and platforms are websites where you can
place and spread your marketing message

Social News Web Sites
- Digg
- Reddit
- Newsvine
Collaborative Content Aggregators
- Wikipedia (text)
- Flickr (photos)
- YouTube (video)
- PodcastAlley (podcasts)
- iPodder.org (podcasts)
- Technorati (blogs)
Social Network Sites
- MySpace
- Facebook
- LinkedIn (business)
- VisiblePath (business)
Shared Bookmarks
- Del.icio.us
- Furl
- Shadow
- Diigo
popularity enough to attract visitors, links and search engine rankings.
Social Media Tools and Platforms

Social Media Marketing
Social Media Marketing Campaign:
- The Creation and Distribution of Compelling Content and
Messages Through Social Media Tools and Social
Media Web Sites
- Connecting with Customers Through Social Media Tools,
Engaging with Them and Generating Content and
Discussion
- SMM Campaign Spreads by Itself with the Creation and
Initial Planting of the Campaign

Social Media Marketing Campaign Benefits:
- Drives Large Amounts of “Free” Traffic to an
Ecommerce Web Site
- Online Marketing Diversification – Additional
Channel for Branding and Traffic Generation
- Can be Used to Test a Start-up, Business or
Idea

Tips for Social Media Marketing (1)
Blog Search Engine (Technorati)
- Keyword-optimize the page title and content of your blog post for
high ranking relative keyword searches
Social News Web Sites (Digg, Reddit, News vine)
- Write useful content like “Tip lists” and How to’s” tag those with
keyword rich tags to gain “diggs” from other users
Shared Bookmark Sites (Del.icio.us, Furl Shadow, Diigo)
- Have your friends bookmark your site or blog with keyword- rich tags
so that others will see your link
Collaborative Content Aggregators (Wikipedia, Flickr, YouTube
Podcast Alley)
- Post an article or create a video, photo image, podcast about your
web site, business or specialty and include a link back to your site

Tips for Social Media Optimization Forums
- Find industry specific forums and online message boards (boardtracker.com,
forumfind.com), participate and become a respected member and suggest your site
wherever appropriate
Photosharing Sites (Flickr, Google Images)
- Post a product image or company logo to Flickr, keyword-optimize the image tag
and include your website URL
Video Sharing Sites (YouTube)
- Create a video about your service or business, post it to YouTube, optimize your
entry and include your URL
Podcast Directories (PodcastAlley, iPodder.org)
- Produce a podcast about your products, service or business, optimize the tags and
list, include your URL and list it in podcast directories.

Thank You
Anema Softwares
+91- 94259-61289
sales@anemasoftwares.com
www.anemasoftwares.com

Online Sales Strategy - Key Factors for Merchandising Success

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