MicksGarage OMiG Presentation - Learn…Evolve…Grow

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Online Marketing in Galway

Negócios Tecnologia

Selling Online
Understand, Build, Evolve.
John Smyth
@micksgarage
@j_smyth

MicksGarage.com – Is there a real
Mick?!
6k Orders

Founded

2004

1st Warehouse

2005

Employee 2

2006

46k Orders

10 Employees

.co.uk Site Live

2007

5 Employees

2008

2009

New Warehouse

Golden Spider Award

2010

1m Products

2010

28k Orders

2011

An Taoiseach

2012

eBay Store

2013

47 Emp’ees
160K +Orders

82k Orders

MicksGarage.com - Philosophy
•
•
•
•
•

Technology Driven Innovation
Information / Customers
Debates, Discussions, Arguments!
Team Focus
Celebrate Success

Understand, Build, Evolve
• Users v Customers
• Marketing driven by metrics
• Selling online

• Test & Learn
• Evolve & Grow

Users v Customers
•
•
•
•
•
•
•
•

Differences
Starting Point
Who
Where
How
Why
Understand Your Traffic
Metrics Drive Understanding

Be Aware!
• Traffic - very important, but only the start
• Can’t stop there
• Holistic Marketing Approach
– Traffic In….Traffic Out

• ‘Beyond The Click’
– Website
– Basket

• Funnel Management

Measure Smartly
• Don’t waste time
• Goals & KPIs
• Analytics
• Reports you need
• Less time tracking – more time deciding
• Data Overload

Users – Why do they buy?
• Not customers, they’re easy!
• Value Proposition
– Ask those who have bought
• Persuasion
– Scarcity
– Social Proof
– Reciprocity

• Persuade them you’re the best option

How do we persuade?
•
•
•
•
•
•
•
•

Choice, Brands & Value
‘Car Part Experts’
360° Imagery
Video
Blog – How To Guides
Product / Company Reviews
Free Delivery / 365 Day Returns
Multi – Channel Play

Learn…Evolve…Grow
• Not Perfect
• Constant Learning
• Achievements
• Testing all the time
– Optimizely
– FiveSecondTest.com
– Friends, Family, Customers

• Mobile
• New Countries, Customers, Cultures, Content…
Challenges

Summary
• Users v Customers
• ‘Beyond the click’ Marketing

• Measurement
• Value

• Persuasion
• Test & Learn

MicksGarage OMiG Presentation - Learn…Evolve…Grow

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MicksGarage OMiG Presentation - Learn…Evolve…Grow

1. Selling Online Understand, Build, Evolve. John Smyth @micksgarage @j_smyth

2. MicksGarage.com – Is there a real Mick?! 6k Orders Founded 2004 1st Warehouse 2005 Employee 2 2006 46k Orders 10 Employees .co.uk Site Live 2007 5 Employees 2008 2009 New Warehouse Golden Spider Award 2010 1m Products 2010 28k Orders 2011 An Taoiseach 2012 eBay Store 2013 47 Emp’ees 160K +Orders 82k Orders

3. MicksGarage.com - Philosophy • • • • • Technology Driven Innovation Information / Customers Debates, Discussions, Arguments! Team Focus Celebrate Success

4. Understand, Build, Evolve • Users v Customers • Marketing driven by metrics • Selling online • Test & Learn • Evolve & Grow

5. Users v Customers • • • • • • • • Differences Starting Point Who Where How Why Understand Your Traffic Metrics Drive Understanding

6. Be Aware! • Traffic - very important, but only the start • Can’t stop there • Holistic Marketing Approach – Traffic In….Traffic Out • ‘Beyond The Click’ – Website – Basket • Funnel Management

7. Measure Smartly • Don’t waste time • Goals & KPIs • Analytics • Reports you need • Less time tracking – more time deciding • Data Overload

8. Users – Why do they buy? • Not customers, they’re easy! • Value Proposition – Ask those who have bought • Persuasion – Scarcity – Social Proof – Reciprocity • Persuade them you’re the best option

9. How do we persuade? • • • • • • • • Choice, Brands & Value ‘Car Part Experts’ 360° Imagery Video Blog – How To Guides Product / Company Reviews Free Delivery / 365 Day Returns Multi – Channel Play

10. Learn…Evolve…Grow • Not Perfect • Constant Learning • Achievements • Testing all the time – Optimizely – FiveSecondTest.com – Friends, Family, Customers • Mobile • New Countries, Customers, Cultures, Content… Challenges

11. Summary • Users v Customers • ‘Beyond the click’ Marketing • Measurement • Value • Persuasion • Test & Learn

Notas do Editor

Pizza DaysPizza MeterTeam CultureFeeling of togetherness, we’re all on the one track to success
Agenda for today
TripadvisorAmazonBookingRyanair Hairbo & Free Friday
Everyday’s a school day!Content creation will be linked to the bottom line figures, and companies will strive to be able put a hard number on what it generates in terms of conversion for them. Need to understand what customer do overtime on their way to purchase, repurchase and brand advocacy. Content can’t just be good, it has to be great to stand out from a very noisy crowd.

MicksGarage OMiG Presentation - Learn…Evolve…Grow

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MicksGarage OMiG Presentation - Learn…Evolve…Grow

Notas do Editor