State of Ecommerce Marketing, 2014
Transcript of State of Ecommerce Marketing, 2014
THE STATE OF ECOMMERCE MARKETING REPORT, 2014
Analyzing industry trends and data
Sam Mallikarjunan
Sam@MallikarjunanHead of Ecommerce Marketing
@HubSpot
1 Inbound Marketing
Instead of interruptingexperiences people
love…
Inbound Marketing is…
Inbound marketing focuses on creating
them.
How Inbound Marketing Works… and what tools you can use.
Inbound Marketing Adoption Is On The RiseDoes your company do inbound marketing?”
Yes No0%
10%
20%
30%
40%
50%
60%
55%
22%
B2B Leads In Inbound Marketing AdoptionDoes your company do inbound marketing?”
B2B B2C0%
10%
20%
30%
40%
50%
60%
70%
60%
54%
24%21%
IM - YesIM - No
Blogging Adoption Is RisingDoes your company have a blog or similar content channel?
67%
33%
YesNo
Frequent Blogging Is Critical72% of people who saw ROI from Inbound Marketing blog at least once a week, and people who blog are 155% more likely to see ROI from Inbound Marketing.
72%
28%
Blogging - YesBlogging - No
Blogging Drives More Customers From Organic & Direct Traffic69% of companies whose major source of customers was from organic & direct traffic blog at least once a week
Blogging - Yes Blogging - No0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
31%
Companies that blog have an easier time proving ROI than SEO/PPC-only companies
Prov
ing
the
ROI of o
ur m
arke
ting
activ
ities
Secu
ring
enou
gh b
udge
t
Under
stan
ding
my
cont
acts
dat
abas
e0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
13% 14% 14%
26%24%
22%
Blog FocusedSEO & PPC Focused
Educational Content Leads To Higher ROI
IM ROI - Yes0%
10%
20%
30%
40%
50%
60%
70%
80%
12%
76%
CouponsEducational Content
2 Lifecycle Marketing
So easy, pretty, and simple to understand, ain’t it?
The Conventional LinearBuying Process
It’s not an end-stateIt’s an infinite loop
More marketers are adopting pre-transactional conversions
12%
58%
9%
17%
CouponsEducational Content (Guides, Feature Sheets)Aspirational contentNo non-transactional offers
Research PhaseMarketers are not just building a contact list, they’re generating predictable future sales revenue that they can analyze.
C = # of new customers, D = # of downloads, V = Average LTV
Marketers Aren’t Measuring60% of ecommerce marketers don’t know their abandoned cart rate
26%
18%
19%
11%
9%
7%
6%6%
0 – 10%11 – 20%21 – 30%31 – 40%41 – 50%51 – 60%61 – 70%Greater than 70%
Abandoned Cart Nurturing EffectivenessMajority of ecommerce marketers that do measure cart abandonment don’t effectively recover them
43%
23%
12%
7%
7%2%2%4%
0 – 10%11 – 20%21 – 30%31 – 40%41 – 50%51 – 60%61 – 70%Greater than 70%
B2C Marketers More Likely To Nurture CartsB2C companies are 128% more likely to nurture abandoned carts than B2B marketers
B2B B2C0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
16%
37%
84%
63%
YesNo
Email Still Most Popular Cart Nurturing ChannelSocial Media and Direct Phone Call are surprisingly high
59%
11%
5%
14%
8%4%
EmailSocial MediaBlogDirect Phone CallDirect MailOther
Cart Abandonment May Not Be Such A Bad Thing
46%
31%
14%
9%
Spending After Cart Nurturing
More than original amount spentLess than original amount spentDon't spend at allOther
Educational Content Leads To More Spending
Educational Content Coupon Codes0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
38%
29%
15%16%
But Coupons Are Still Most Popular Content
7%
7%
18%
31%
13%
14%
10%
EbooksWebinarsCustomer ReviewsCoupon CodesNewsletterDirect MailOther
Timing Matters In Abandoned Cart Value Recovery
1 – 24 hours 25 – 48 hours 49 – 72 hours 3 - 7 days After 1 week0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
70%10%
3% 3%
0%
56%11%
4% 4%
4%
More than original amount spent Less than original amount spent
Product-related Content Helps Consumers Decide To Buy
Descr
iptio
n of
the
prod
uct (
Text
and
/or T
ext &
Pict
ures
)
Additi
onal
pro
duct
reco
mm
enda
tions
Prod
uct h
ow-to
vid
eos
Prod
uct G
uide
s / E
book
s0%
10%
20%
30%
40%
50%
60%52%
13%6% 8%
37%
17%
5% 5%
More than original Less than original
Communication Personalization Is On The Rise65% of businesses are investing in some form of customer-specific personalization in their marketing
Important Somewhat Important Somewhat Unimportant Not Important0%
5%
10%
15%
20%
25%
30%
35%
40%
37%
27%
8%
10%
36%
30%
11%
7%
EmailWebsite
3 Customer Centricity
Now focus shifts to increasing The Customer Life Time Value
“But I get my business through word-of-mouth…”…there’s a math for that!
On a scale of 1 to 10 (one being very unlikely and 10 being very likely), how likely are you to recommend the Fakasonic VT30 to a friend looking to purchase a new TV?
Customer Centricity Is On The RiseHow would you describe your company?
20%
40%
25%
8%
Sales focusedCustomer focusedProduct focusedMarketing focused
Customer Centricity = Customer Happiness Obsession
Very important Somewhat important0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
69%
26%
95%
4%
Sales focusedCustomer focused
Smaller Businesses Are More Customer-CentricHow would you describe your company?
Customer focused Product focused Sales focused Marketing focused0%
5%
10%
15%
20%
25%
30%
35%
40%
45%42%
23%
19%
8%
35%
23%
27%
11%
29%
40%
25%
5%
Small (1 - 50)Medium (51 - 200)Large (More than 200)
Customer Centric Companies See Higher ROICompanies that saw ROI by company focus
Sales focused Customer focused Product focused Marketing focused0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
21%
44%
21%
9%
Customer LTV Is A Profitable FocusCompanies that saw ROI by LTV focus rating
69%
26%
4%
Very importantSomewhat importantSomewhat unimportant
THANK YOU
QUESTIONS?