Marketing and Ecommerce
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Marketing is everything you do, whether your efforts are one-on-one, traditional marketing or online marketing. And ecommerce is just part of that effort.
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Marketing and Ecommerce
- 1. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu July, 2016 Reaching the Consumer: Marketing and E-commerce MACI 2016
- 2. The Challenge – Bridge the Gap
- 4. Marketing Defined: 1. Process through which goods and services move from concept to consumer – Involves the 4 P’s - Product - Price - Place - Promotion 2. Everything you do!!
- 6. Marketing 1. It begins with you! 2. All pieces should MUST fit together! 3. Must reach the intended audience!
- 7. And #4 Marketing is an INVESTMENT, not a cost.
- 8. You • One-on-one and Networking • Elevator speech • Tag line • Storytelling • Business card • Thank-you note • Reputation • Brand – It’s who you are. It’s what sticks in your mind. • Trust • Reliability • Customer satisfaction • Word-of-mouth and Reviews • 92% of people trust peer reviews over advertising
- 9. Traditional Marketing PR Paid Promotion Distribution Channels Customer Support Visual Mix One-on-one & Networking Word-of- mouth & Reviews Reputation YOU Marketing
- 10. Traditional Marketing • PR – Public Relations • Community involvement • Your service to the community outside of your business • “You the expert” columns/speaking engagements • News story about your business • Paid Advertising • Radio, TV, print, displays, and direct mail • Promotion • Sponsorship • Give-aways
- 11. Traditional Marketing • Customer Support • Pre and Post • Service • Visual – The “Silent Salesperson” • Signs, banners, billboards, colors, fonts, etc. • Mix • Stay up-to-date • Distribution channels
- 12. Traditional Marketing Online Marketing PR Paid Promotion Distribution Channels Customer Support Visual Mix One-on-one & Networking Word-of- mouth & Reviews Reputation YOU Marketing
- 13. Ecommerce Defined Commercial transactions conducted electronically on the Internet
- 14. Ecommerce • 12% increase in 2015 - $349 billion total sales • $92 billion at Amazon alone • $40 billion done on smart phones • $46 billion spent in May, 2016 • In comparison • $56 billion was spent in general merchandise retail stores in May • 21% of all retail sales excluding restaurants, autos, grocers, and gas • Mobile influences over $1 trillion in sales • Shipping charges causes abandoned shopping carts – 28% of carts
- 15. Effective E-commerce Sites • Attractive – People do judge a book by its cover • Product description – sell the dream (benefits), be accurate, make them easy to read • Great pictures • Local availability • Security – Plus inform consumer about what you do to protect their data and how it will or will not be used • Search capacity
- 16. Effective E-commerce Sites cont. • Easy access to products • Contact information • Clear information on shipping/pickup options, privacy, and returns • Payment options plus way to handle coupons, discounts, etc. • Clean, good use of color and white space, good navigation prompts • Help – FAQ’s, live chat, call-in
- 17. Examples • AO.com – product pages • Bellroy – product descriptions • Threadless – scarcity indicator • Hunter – smooth checkout • Schuh – images • Kiddicare – filtering • asos – overall experience, speed, features • Amazon – ease of repeat purchases, wish list, suggestions https://econsultancy.com/blog/64118-which-ecommerce-sites-are-getting-it-right-here-s-21-of-the-best/
- 18. Ecommerce is much more than sales!! Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision making process before they ever interact with a person
- 19. Think About These Developments • Ecommerce no longer an either/or situation • Showrooming • Location-based • Brick and mortar adding ecommerce while ecommerce adding brick and mortar • Same-day delivery • Real-time inventory checking and ability to hold • Cloud • Virtual-reality • Connected – Your car, your home, you (FitBit), etc.
- 20. Online Marketing – More Than a Shopping Cart New Tools – Same Objectives
- 23. Defining Moments
- 25. Social Business Stats • 81% of small-business owners are using social media • 90% of people follow brands in social media • Why? Deals and discounts!!! • 2 out of 3 social media users believe Twitter influences purchases • 75% plan to increase social media budget • 90% smartphone owners use them for shopping experience • 95% will visit a mobile site • 1 out of 2 will share their online shopping experience • 87% report using agile and real-time strategies • 90% of smartphone users are looking for directions
- 26. Steps to Going Online 1. What’s already there? Google your business. Check out your reviews. Where to Look - Yelp - TripAdvisor - Angie’s List - Amazon - Google My Business - Yahoo Local Listings - Facebook - Twitter 78% of Americans say online reviews influence their purchasing decisions
- 27. Steps to Going Online cont. 2. Claim your bubble
- 28. Steps to Going Online cont. 3. Know why you are doing this and what you want from it? 4. Develop a roadmap and Allocate the resources 5. Start with a website www.ag.ndsu.edu/smallbusiness
- 29. Steps to Going Online cont. 6. An optional step – Lurk 7. Pick your platform/s – No more than two - Engage - Watch your metrics - Post on a consistent basis - Selling is just a small part of your activity - Find the major players - Reach out - Learn the lingo and how to be effective
- 30. Your Major Options .org or .com • New ones daily • Vine • StumbleUpon • SnapChat • Podcasts • Flickr • Skype • Periscope • Slack • Zoom
- 31. Paid Ads on Social Marketing Some Options Facebook Google Twitter YouTube LinkedIn Instagram Pinterest Why?? 8 times greater click-through rate (mobile is higher)
- 32. HOW DO WE DO IT ALL? Make it a priority Use available online tools such as: Google Alerts Hootsuite Twitter Search Set aside a regular time Get help
- 33. Online Marketing Caveat #1 Take resources
- 34. Online Marketing Caveat #2
- 35. Watch the Trends Mobile Video Apps Social Media Sales Opportunities New Payment Options Wearable “Internet of Things” Content and Interactivity Speed Virtual Reality
- 36. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu July, 2016 Reaching the Consumer Comments?? Questions??