Harnessing the Power of Digital Marketing and Online Commerce for Retail Growth
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Transcript of Harnessing the Power of Digital Marketing and Online Commerce for Retail Growth
Harnessing the Power of Digital Marke4ng and Online Commerce for
Retail Growth
The backdrop to e-‐commerce in Philippines
There is an inherent reluctance to “trade” through the Internet
Lack of ‘accredita4on and guarantees'…by default modern trade actually encourages des4na4on shopping
Presence of counterfeits and
knock-‐offs
High reliance on inter-‐personal rela:onships
IT and Banking infrastructure “evolving”
Tradi:onal trade legacy
Buyers need to ensure quality by physical inspec4on
Buyers feel the comfort, dealing with
known vendors
Low levels of confidence/trust in
transac4ng online
3 1
2010 2011
Online Transac:ons (%)
Ques4on: Have you purchased products online in the past 12 months… payment could be online or offline?
Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2011
Online transac:ng remains in it’s infancy
53
36
10
9
4
1
1
1
Cash (face to face)
Credit card
Transfer via ATM/Bank
Internet Banking
Deposited cash at bank branch
Online accounts such as Paypal
Cheque
Debit card
Payment methods (%)
Payments largely made offline, given current trust and comfort levels with e-‐payment
Projected e-‐commerce revenue in the Philippines is at P5 billion pesos excluding airline bookings.
If online booking included, that will be an addi4on of es4mated P17 billion. (factoring 50% of Cebu Pacific sales which is online)
Sulit.com.ph has established its remarkable strength in the internet owning to its high rankings in the internet search engines, searching from the different search engines, looking for products and services plus the millions of users directly browsing and searching the website.
# Prepare for the sweet spot
# Home, hangout, hideout
h^p://business.manilastandardtoday.com/2012/03/28/tetangco-‐says-‐popula4on-‐will-‐bolster-‐growth/
Help me belong…
Help me be significant…
Source: h^p://mobileyouth.org
The 10% (fans) that influences the 90% (mass market)
• Teenage Pirates • Cashless Innovators • Disrup4ve Diva
• Discover the social currency in a product
Source: h^p://mobileyouth.org
Brand vs. fan ambassador
• No more big ideas. • Ideas from ground-‐up.
Yahoo Purple Hunt 2009
Disrup4ve Diva
• Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival
Source: h^p://mobileyouth.org
h^p:/mul4ply.com/marketplace
Established in 2004 Moved from Social Media to E-‐Commerce in 2011
The biggest online mall in the Philippines Mul4ply enables thousands of Businesses to sell online
The New Mul:ply
85M monthly page views
6M members
130,000+ online stores 16 categories to shop from
Quick Stats
2,500 new seller registra4on/month
28 mins average 4me spent/visit
50,000 new items uploaded/month
50,000 new users sign-‐up/month
Deep Engagement
#5 Merchant ships the item to the buyer
How Buyers Buy on Mul:ply
#2 Buyer visits Mul4ply to purchase the product
#3 Buyer pays via Mul4ply.com
#4 Mul4ply.com transfers collected money to merchant
#1 Merchant posts products for sale on Mul4ply
Provide the payment facility Verify transac4ons of Buyers Receive payments from Buyers and disburse to Merchants the following day
Don’t charge any transac4on fees Provide delivery op4ons
What Mul:ply does for Merchants?
Mul:ply’s New Process
#2 Buyer visits Mul4ply to purchase the product
#1 Merchant posts products for sale on Mul4ply
E-‐commerce Pla]orm
– Founded in early 2012 to become the No. 1 fashion e-‐commerce in the PH
– Successful start with customers and orders falling above plan
– Backing from experienced German investors who launched many other fashion ecommerce ventures, e.g. market leaders in several EU countries, Russia, Australia, etc.
– Strong presence in the region with sister companies in most Southeast Asian countries
Offering – Offering already includes 500+ brands and 15,000+ products
– Service includes free delivery na4onwide, COD and same day shipping in Metro Manila, 30day returns
Suppor4ng each other online and offline.
Fascina4ng the audience in a variety of ways to s4mulate diverse engagement.
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
• Slide 1 -‐ About you-‐ PLEASE FIND ATTACHED MY SHORT DESCRIPTION AND PHOTO
Started her career as an Account Officer in the Corporate Banking Group of Unionbank of the Philippines. Looking for a more exci4ng and dynamic working environment, she then joined Inquirer.net in 2003. She started as a Business Development officer for web, then she was eventually given the role to manage the mobile business as well as the Marke4ng team. Aner spending 6 years with Inquirer.net, she was then offered to join Sulit.com.ph in 2009, in which she now leads the Business Development, Marke4ng and Sales Groups.
Jack Madrid Country Manager Mul:ply Philippines
25+ years of general management experience with the following companies
Gigi Mabanta – head buyer
Genera4ng interest to the site
Above-‐the-‐line TV Ads Print Ads Radio Ads Out of Home (Billboards, Bus Ads)
Below-‐the-‐line Trade Marke4ng/Giveaways Event Management Event Sponsorships Promos & Raffle
Web Adver:sing Google Ads Facebook Ads Youtube Ads
Engagement Facebook Twi^er Google + Pinterest Instagram Youtube
• Slide 1 -‐ About you-‐ PLEASE FIND ATTACHED MY SHORT DESCRIPTION AND PHOTO
December 2011 vs. June 2012
Sta:s:cs December 2011 June 2012
Members 1, 204, 300 1,587,894
Ads Posted
688,684 985,347
Page Views
112,715,036 177,570,756
Unique Visitors 6,916,741 16,054,568
Visits 16,047,516 29,056,363
Facebook Followers 176,983 367,687
Twi^er Followers 25,145 31,126
Campaign Info. Analysis of On-‐Site User Behavior Analysis of Off-‐Site User Intent Breakdown of Relevant User Behavior into Segments
Define Solu4ons for Users in each Segment
Cran Targeted Search and Display Campaigns around each Segment
Mul:ply User Behaviors
Expected Results. Average Display Network CTR of 0.2% Average Search Network CTR of 10% Average Conversion Rate of 3%
E-‐commerce retailers benefit from be^er knowledge of customers and their behavior
– More informa:on about customers’ demographics • Upon registra4on, customers typically reveal: gender, age, address, contact info • Brick-‐and-‐mortar stores would only get this upon asking individually
– Track clients’ shopping behaviour in the store • Every single click can be observable • Store layout can be adapted accordingly
– Observe pacerns over :me and learn about customers’ preferences
• Allows custom-‐tailored marke4ng, e.g. ads related to previous purchases • Category-‐Brand-‐Age-‐rela4ons transparent • Other, more difficult ques4ons can be examined and used for marke4ng
Lessons learned?
• Slide 1 -‐ About you-‐ PLEASE FIND ATTACHED MY SHORT DESCRIPTION AND PHOTO • Experiment, and don’t be afraid to make mistakes
• Should have an integrated campaign across mediums
• Measure, measure, measure
• When doing a campaign in Social Media, it shouldn't just be your bulle4n board. Engage your users
• Involve your whole team
Lessons Learned. Understanding On-‐Site User Behavior and Intent is Important
Having Properly Segmented Data is Key Accept that any Conversion Funnel is a Leaky Funnel
Define Solu4ons to Patch the Leaks and Find Crea4ve Ways to Remarket to the Spills
E-‐commerce very different from tradi4onal retail regarding skills required for success Ecommerce Brick-‐and-‐Mortar
• Data analy4cs is key: ability to design and run smart, automated and integrated system and react based on pa^erns in the data
• 24/7 up4me required and expected by clients
• Seamless integra4on across interac4ons (via customer communica4on mix); need to respond to feedback immediately
• Need to deliver entertainment value on top of shopping func4on
• Key success factors (among others) are loca4on and face-‐to-‐face customer experience
• Customers used to opening hours
• Customer more tolerant towards push marke4ng and disconnected services processes
• Shopping part of larger (mall, etc) experience, no need for in-‐store entertainment
h^p://slideshare.net/jane^etoral