ecommerce marketing channels .pdf ebay
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eCommerce Marketing
Channels
Elad Goldenberg
2 The 3 Verticals of eCommerce Strategy
The 3 Verticals of eCommerce Strategy
The
Offering
The
Experience
Marketing
Channels
3 The Offering
The Offering
Can you
translate
your offline
experience
to online?
1.
Who is your
target
audience?
3.
What do you do
and is it worth
selling it online?
2.
4 The Experience
The Experience
Clear and consistent experience serves to:
Build trust &
confidence
1.
Put products
in front of
customer
3.
Provide
information
and context
2.
Make purchasing
as easy as possible
4.
5 Marketing Channels
Marketing Channels
Leveraging your offering and experience to the
right customers at the right place
What is the right
brand strategy
for your
company?
1. 2. How to drive
traffic to your
store?
3. How to choose
the right
channel?
6 Marketing Channels
Marketing Channels
1. Single Brand vs. Marketplace
7 Marketing Channels
Marketing Channels
2. Drive traffic
✦ SEO
✦ SEM
✦ Ad campaigns
✦ Shopping comparison
✦ Blogs & product reviews
✦ Affiliation networks
8 Marketing Channels
Marketing Channels
2. Drive traffic
✦ Offline to online
9 Marketing Channels
Marketing Channels
3. Make it social
✦ Social networks
10 Marketing Channels
Marketing Channels
3. Make it social
✦ Social merchandising
11 Marketing Channels
Marketing Channels
3. Make it social
✦ It’s all about sharing
12 Marketing Channels
Marketing Channels
4. Make it mobile
By 2014, mobile internet usage
will exceed desktop usage By 2020 there will
be 10 billion mobile
connected devices
US m-commerce Sales,
2010 - 2015
Sales stemming from mobile devices
accounted for only $3.5 billion in 2010
but are projected to grow to $31 billion
in 2015
Marketing Channels
5. Geo location
✦ Where we are and what’s around us?
14 Marketing Channels
Marketing Channels
6. Emerging channels
✦ Flash-sells & coupons -
Selling on specific time slots and/or limited series
15 Marketing Channels
Marketing Channels
6. Emerging channels
✦ Personal subscription -
Consumer chooses from a selection of products
for a flat rate
16 Marketing Channels
Marketing Channels
6. Emerging channels
✦ Collaborative consumption -
Peer-to-peer marketplace for swapping, sharing,
bartering, trading and renting
Thank You!