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Content + Commerce, Customer Partner Dag 2014
The document discusses strategies for using content marketing to drive ecommerce sales. It provides examples of how retailers create engaging editorial content to educate and inspire customers throughout the purchasing process. Retailers are focusing on generating unique content and prioritizing SEO to reach customers. Metrics like conversion rates, engagement, and offline impacts are used to measure the success of content marketing.
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Content + Commerce, Customer Partner Dag 2014
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- 8. “How Google’s Moveto 100% (Not Provided) Helps You Become a Much Better Marketer”
- 10. “Why Content Marketingis the New SEO”
- 20. Budgets - DigitalMarketing Channels / Disciplines in 2014
- 21. Techniques to supportcontent marketing activities Resources you should consider having in-house Where other ecommerce teams are focusing their efforts in 2014
- 22. Source: blog.seven.co.uk Marketers -Media Budgets
- 23. Engagement with Contentis Increasing
- 24. Investment in ContentMarketing in 2014
- 25. Primary Drivers forContent Marketing
- 26. SEO • Search stilldominates buying journeys – Original and unique content for your audience to stay ahead of the competition • Some retailers - Major focus on SEO as part of its overall business roadmap – Permeates the ecommerce team - editorial and product content
- 27. Connected Customers areon a continuous path-to-purchase
- 28. FORMULATION: Consideration • Self-identified need •Provoked need PRE-COMMERCE: Evaluation • Value Proposition/PODs • 1:1 relevancy COMMERCE: Transaction • Self-actualization • Validation POST-COMMERCE: Express • Experience evaluation • Advocacy and loyalty
- 29. Provide the wholepicture and elevate your offering CONTENT + COMMERCE
- 30. Customer Engagement orSales? • Retail Focus – Editorial content used to drive sales – Reactive to trade patterns - Targeted features within 1-2 days of previous week’s trading – Merchandising goals - Pushing poor performing categories or highlighting under-performing products – Coordination with offline sales - Highlight through content spots if it’s not performing as well online
- 31. Rise of Editorial •Brands have identified the need to engage customers around lifestyle elements / interest areas, not just sell them product • Content is playing a vital role - used to educate, inspire and even seduce
- 32. “…Understanding the customerand the type of content they are looking for is crucial…The Journal provides this information in an informing and engaging way. Yes, it’s about selling product but more so about inspiring consumers. Content helps build trust with readers and customers; it provides context for the brands they engage with on the site and for the products they are interested in. Nowadays customers expect for a luxury retailer to create an experience beyond shopping.” Director of Sales & Marketing
- 33. Dedicated editorial team- Editorial Integrity Best names in journalism and fashion – Ensures features, shoots and interviews are topical and engaging Operates closely alongside marketing and buying functions - Editorialise forthcoming launches and initiatives
- 34. “The site iscurated, edited and served by an independent world- class team” John Brody - Editor in Chief (Previously at GQ)
- 35. “I’ve worked onother websites where content ghettos have been created, where you go left to read and right to buy. We wanted to avoid that separation so throughout the customer journey, whatever your landing page or the marketing campaign you’re viewing, the editorial focus is both contextual and relevant.” Director - M&S
- 36. Multiple Markets withlocalised content Physical retail stores Expert advice and guidance content Positive customer feedback
- 37. Status of CompanyContent Strategy
- 38. Content Guidelines usedby Content Teams
- 39. Driving Commerce throughContent • Challenges: – Adding the commercial ‘shopability’ to content on ecommerce websites – Ensuring the editorial or content team is in sync with commercial production – Platform and team to support the content marketing plan and scale
- 40. Content Marketing KPIs Revenueand conversion – Conversion rate (basket-to-order and visit-to-order) – Average order value – Revenue Traffic – Total visits – Unique visitors – New vs. return visits
- 41. Content Marketing KPIs Engagement –Dwell time (time on site) – Pages per visit – Bounce rate – Social shares – Comments and Likes (including ‘favouriting’ individual content assets) – Product reviews – Banner click-through rate
- 42. Content Marketing KPIs Offline –Visits to store (hard to track accurately) – In-store purchases – In-store content usage (e.g. scanning a QR code for a product to watch a video) – Call tracking
- 43. Attribution Analysis • Notenough use of attribution analysis for content marketing activity • Multi-path analysis • Understand the full contribution of content rather than relying on the limiting last click view • Attribution of content to future conversion • Users who regularly view content have higher AOV
- 44. Commercial Benefits ofContent Marketing
- 45. The Editor’s Pick-one of four key content formats Ecommerce team can see products featured in this list hit the top 10 bestsellers across the business, not just online
- 46. Business Results Increased spend –50% of companies experienced higher AOV as a result of content marketing activity Positive customer feedback – 50% of companies experienced positive results from an investment in content marketing. • Visible feedback (e.g. a customer review added to the website) • Invisible feedback (e.g. a customer telling an in-store employee that a buying guide on the website helped them decide what product to buy)
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- 49. The EPiServer Difference Agility torespond quickly to market opportunities Experience is the differentiator today Business Efficiency through simplicity
- 50. Deliver an ExceptionalExperience
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- 56. EPiServer is thecoice for leaders in the digital world. Digital Leaders Emerging devices Automatic upgrades Customer centric service Relevance marketing Profile Store Advanced orders Campaigns Connections Cloud
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- 61. Delivery Model EPiServer Software EPiServer Add-ons Managed WebOperations Sites On-premise solution Scales by sites/servers Cloud solution Scales by sites/servers Recurring monthly
- 62. Roadmap Summary Emerging devices Automaticupgrades Customer centric service Relevance marketing Profile Store Advanced orders Campaigns Connections Cloud
- 63. Thank you! David Bowen ProductManager @dmbowen [email protected] Peter Sunna Product Manager @sunnaster [email protected] The Choice for Leaders in Digital