AP21 Presentation - Digital Strategy in eCommerce
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The document discusses the importance of developing a comprehensive digital strategy that integrates various elements such as consumer expectations, marketing, and operational efficiency. It emphasizes the need for focusing on multiple smaller ideas rather than relying on a single big idea, as well as the significance of measuring progress and adapting to changes in consumer behavior and technology. Key suggestions include creating a roadmap, setting measurable targets, and considering omnichannel approaches to enhance customer experience.
AP21 Presentation - Digital Strategy in eCommerce
- 1. Building better digital futures
- 2. “What's dangerous is not to evolve.” Jeff Bezos, Amazon
- 3. Joe Hallahan Partner & Director • Strategy • Planning • User Experience • Digital Marketing
- 4. • Strategy • User Experience • Digital Engineering • Consultative approach • High-quality execution • Focus on strategic purpose and performance We do:
- 5. A few quick samples
- 9. • Developing a successful digital strategy • What 2015 has on offer Todays topics:
- 10. • There’s no ‘shining bullet’ in digital. The ‘big idea’ is dead.
- 11. • Make all the ‘little ideas’ add up to something big! It’s actually hard work. • Try not to get stuck in the day- to-day and remain a focused on the long game. Poster by Frank Chimero (http://frankchimero.com/)
- 12. • The world is finite and budgets are too. • It’s a vision - where you want to go. • Allocate effort across activities for the best result • Grow maturity and capabilities • Measure your progress - what’s working and what can be improved Why is strategy important?
- 13. • Product! • Customer experience • Brand reputation • Marketing • Operations Key aspects of a successful strategy
- 14. Always remember the consumer cycle
- 15. • Ad spend • Social • Search • Ebay/Amazon • Open Data • Content • User Experience • Chat • Returns policy • Brand • Easy of use • Payment • Conversion optimisation • Up/cross sell • Email • Loyalty program • Customer Service • Social • Brand advocates
- 16. conversion rate Traffic cart value frequency
- 17. Revenue = Traffic x conversion rate x cart value x frequency Of course, it’s much more complex!
- 18. So what should you do? Plan little ideas, one by one.
- 19. Create a roadmap
- 20. • Outcomes NOT tactics • Set measurable targets • Allocate resources or upskill • Integrate with in-store/traditional marketing Without strategy, it’s easy to get lost. My tips:
- 21. What’s up in 2015
- 22. Massive expectations • Consumer expectations are incredibly high • Big organisations set the benchmark • In 2015 this will only get harder • Do what you do the best you can
- 23. Ecommerce in the cloud • Enterprise (not just DIY) • Interoperable • Scalable • Integration middleware
- 24. Expect more devices and more usage.
- 25. Automation Use your data, do more, personalise
- 27. Social • Sales generated via Facebook is on the rise • “Facebook Pages that post promotional creative should expect their organic distribution to fall significantly over time” • The free ride is over. • You’ll need to budget for ad spend.
- 28. Payment In-store payment has already evolved. So will online payment.
- 29. Thanks! • Lots of little ideas! • Develop a roadmap • Storytelling for your brand (Hire a copywriter!) • Don’t forget the long term!
- 30. Thank you for your time