Online Strategy
Agenda•Overview
•3 Strategic Phases•Digital Marketing
•Online Store•Revenue
Overview
OptimizationOptimizationOptimizationOptimizationLocalizationLocalizationLocalizationLocalizationGlobalizationGlobalizationGlobalizationGlobalizationFoundationFoundationFoundationFoundation
Year 1 Year 2 Year 3 Year 4
Foundation• Building Capabilities
• Ensuring Scalability
• Handle multiple languages
• Handle multiple currencies
• Understanding CRM and other metrics
Globalization• Focus on traffic generation
• Data mining / CRM / Building MI tools for GeoZones
• Customized EDM blasts to GeoZones - weekly/bi-weekly
• Customized promotions for each GeoZone
• Improving Supply-chain
• Improving payment methods
Localization• MI Gathering / Profiling
• Increasing Individual Country Membership
• Localized Content
• Localized Product Offerings
• Localized marketing efforts (Online / Offline)
• Localized delivery methods
• Regional HQs to oversee operations & content delivery
GoalsAcquire
Convert
Retain / Grow
Acquire
• Search Engine
• Reviews / Search Engine Optimization
• Social - Facebook is not the only social platform
• EDMs
• Affiliate Marketing
ConvertConvert
• Online Merchandizing
• Online Store
• Relevant Content
Retain / Grow
• Loyalty programs
• Customer Service
• EDMs
• MI / Analytics
Search Engine
• Continuous A/B testing
• Conversion and ROI measurement
• Improving Relevancy and keywords
Advertising Optimization• Content syndication - reviewers, social, bloggers, forums, product submissions
• Online Reviews - bloggers, forums, official reviewers
• Website Content / Meta tags and ensuring relevancy
• HTML optimization - images, javascript, tags
Affiliate Marketing• Attract people to
review our products
• Rewarding reviews that are well written
• Ensuring conversions from online reviews
• Some may decide to stay independent - that’s ok. (eg Cnet)
Market Intelligence
• CRM - Understanding our customers
• Re-marketing
• Improve our products, services
• Improve brand experience
Online Store
Promotions
• Membership
• Bundles
• Purchase-purchase
• Freebies
• Credits / Points
Membership
• CRM
• Understanding our loyal customers
• Loyalty programs
• Rewarding them
Sales - Formula
Sales = Conversion Rate * Visits * Average Spend * 365
2012 Sales (S$109K) = 0.25% * 1500 * 80 * 2012 Sales (S$109K) = 0.25% * 1500 * 80 * 365365
2013 Sales (S$219K) = 0.25% * 3000 * 80 * 2013 Sales (S$219K) = 0.25% * 3000 * 80 * 365365
Blog, Ads, Social Media, Offline, EDMsBlog, Ads, Social Media, Offline, EDMsWebsiteWebsite
Long Term Goal of 6000 - 7000 visits per dayLong Term Goal of 6000 - 7000 visits per day
Product OfferingsProduct Offerings
Bundles, AccessoriesBundles, Accessories
Blog, Ads, Social Media, Offline, EDMsBlog, Ads, Social Media, Offline, EDMsWebsiteWebsite
Long Term Goal of 6000 - 7000 visits per dayLong Term Goal of 6000 - 7000 visits per day
Product OfferingsProduct Offerings
Bundles, AccessoriesBundles, Accessories
Conversion Optimisation:Conversion Optimisation:Visual Merchandizing / Cross-sell Visual Merchandizing / Cross-sell
/ up-sell/ up-sellMembershipMembership
⇧⇧Avg Cart SizeAvg Cart Size⇧⇧Avg Cart $ SizeAvg Cart $ Size
MIMI
Conversion Optimisation:Conversion Optimisation:Visual Merchandizing / Cross-sell Visual Merchandizing / Cross-sell
/ up-sell/ up-sellMembershipMembership
⇧⇧Avg Cart SizeAvg Cart Size⇧⇧Avg Cart $ SizeAvg Cart $ Size
MIMI
Sales Funnel
BandwidthBandwidth20 - 30 20 - 30
Transactions / dayTransactions / day
BandwidthBandwidth20 - 30 20 - 30
Transactions / dayTransactions / day
VisitsVisits
Brand Conversion
• Loyalty
• Life time Spend
• Total Transactions
• Total # of speakers owned
• Credit / Points earned
Loyalty - Formula
$ Loyalty = Total Life Time Spend
Total Life Time Transactions
Web Conclusion
WebWeb ContenContentt
TrafficTraffic
ConversioConversionn
MarketinMarketingg
Sales and Sales and LoyaltyLoyalty
~ Thank You ~
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