This document provides an overview of online marketing strategies for e-commerce platforms, including acquisition and retention channels. It discusses search engine optimization, paid search advertising, display ads, social media, affiliate marketing, remarketing, CRM, and testing strategies like A/B testing. The goal is to drive traffic from various sources and keep customers engaged to meet business targets and key performance indicators.
Content drivers for global brands: new innovative paths for your branded cont...
Comeos - Traffic sources for e-commerce
1. Marketing en ligne pour
webshops - Online
marketing voor webshops
20 05 2014
2. A quick tour through the different traffic
sources of your e-commerce platform.
(and the ones you don’t have … )
Wednesday, May 21, 2014 | Mathieu Van de Velde
(… yet… )
14. Search Engine Optimization – Organic
Embrace content!
Use microformats! (www.schema.org)
Use content for FAQ’s as entry pages
Use content of Reviews
Use content marketing – blog about tips & tricks
Foresee content on Product pages
... And on Category pages
OPTIMIZE EVERY PAGE!
28. Affiliate Marketing – Affiliate
Use product feeds in .XML
Set up attractive campaigns
Give your affiliates the adequate sales material
Performance Based ... What are you waiting for?
“Affiliate marketing is a type of performance-based marketing in
which a business rewards one or more affiliates for each visitor or
customer brought by the affiliate's own marketing efforts.” -Wikipedia
30. Segmentation of your Target Audience!
Personalization!
Define conversion paths & flows …
Automation!
Customer Intimacy!
31. Remarketing
“With remarketing, you can
reach customers who have
shown an interest in your
product or service by visiting
your site, and show them
relevant ads across the Google
Display Network. It's a powerful
way to match the right people
with the right message.”
-Google
36. CRM / E-mail / ...
Transactional mails
• Thank you for your purchase
• Your payment has been succesfully received
• Your (your product) has been shipped and will arrive
tomorrow!
=> Customer Intimacy
38. CRM / E-mail / ...
Ask for product reviews in exchange for loyalty points
• Did you enjoy your holiday?
Fill in surveys in exchange for loyalty points
• How are you liking feature x of (your product)?
40. CRM / E-mail / ...
Ask for birthdays & other events
• Make your audience feel that you care
• Happy mother’s day! Because you work so hard as a mom,
have a 10 euro coupon to spend on our shop on mother’s
day.
=> Segmentation & Personalization
43. Social Media
Use it to:
• Bond with the Consumer
• Provide Customer Care
• Boost Brand advocacy
• Inspire
• Recruit
45. Bonus: A/B Testing
Constantly test your pages & checkout process
• Add testimonials to checkout process
• Make registration forms more transparant
• Test variations of call to actions
• Play around with product & category pages
Visual Website Optimizer
• http://visualwebsiteoptimizer.com/
Optimizely
• https://www.optimizely.com/
50. Some suggestions …
When I get back to the office
When I get back to the office I’ll start testing with new channels
When I get back to the office I am going to start with CRM
When I get back to the office I will play around with Google Shopping
When I get back to the office I’m going to think about segmentation
When I get back to the office I’ll download the E-commerce Dashboard
When I get back to the office I will start A/B testing right away
When I get back to the office I’ll consider Social Media for customer care
When I get back to the office I’m going to tell my boss about this event
When I get back to the office I will call The Reference for some advice
54. Limoges
Ghent
Antwerp
Amsterdam & Rotterdam
Paris
Brussels
Belgium
The Reference, Ghent
Emakina Belgium, Brussels
Design is Dead, Antwerp
Netherlands
Emakina.NL, Rotterdam, Amsterdam
France
Emakina.FR, Paris, Limoges
UK
Emakina.UK, London
Switzerland
Emakina.CH, Genève, Lausanne
The Reference, part of Emakina Group
London
Geneva & Lausanne
59. Certified Solution Provider
Center of Excellence of The Reference & Emakina Group dedicated to
analytics, search engine marketing, social media & conversion optimization.
Team of specialist consultants, trained and certified in their area of expertise
working groupwide on The Reference and Emakina Clients.
Certified Implementation Partner
Previously Omniture
Certified Partner
Previously Nedstat
What is The Perform Team?
Certified Partner
62. Our USP’s
Our geographic proximity of our offices in Ghent, Belgium
Our previous experience & knowledge gained on multiple
projects
We are a full service digital agency with a vast network of
resources. Not just an SEO & SEA agency
Not a traditional strategy but a web traffic approach through
content strategy, partially steered by social analytics & insights
Open and transparant communication on every level. We’re not
a bakery, we do not sugarcoat our product.
Highly qualified and trained staff with incentivized Senior
profiles.
63. Our Partners
For our Digital Marketing Strategies & Executions we take advantage of a few
Strategic Partnerships:
• Google Dublin & Belgium
• (Google Search, Google Display, Product Listing Ads, … )
• Facebook
• (Advertising)
• Visual Website Optimizer
• (A/B Testing)
• Media Forta
• (Preferred multilingual partner for native copy in Campaigns & SEO)
• Adobe
• (Analytics / Omniture, Marketing Cloud, Experience Manager, …)
• Selligent
• (Interactive marketing & E-mailmarketing)