In this post, we talk about a webinar presented by Kevin Eichelberger. In the presentation,…
New Age eCommerce Market Tactics
A majority of people now use their electronic gadgets to conduct business, buy online, and conduct several online activities. As smart phones get smarter and tablets get smaller, it is just the easier and more convenient way of getting things done online. Current trends have also shown that eCommerce for the mobile device is the next big thing. All this are contributed by several factors such as:
- Technology advancements
- Latest Treads
- Modernization and more
What does this mean for the future? Does this mean there will a permanent shift in user interface? Will marketers have to change the way they relate to their target audience? Recently, Convert Academy hosted a webinar by Nemo Chu from KissMetrics. You can watch the complete webinar here.
What face do you present when it comes to marketing? Do you seem confident or lost? Do you have any clue of what you are doing? These are just but some if the questions you should have the answers to when creating a marketing campaign. As a marketer, you have one goal to achieve. However, having an easy and direct strategy may take you a lifetime to achieve. What does this mean? It simply means that having a simple and direct marketing strategy may take you long time before achieving your goal due to several wrong decisions you may make along the way.
To over simplify a much larger idea about direct marketing:
[Tweet “DM is about doubling down on #marketing what pulls revenue and cutting what doesn’t.”]
This is not a new idea in the market it has been there for a long time now. Like in 1923, Claude Hopkins wrote a book known as scientific advertising. In this book he mentioned different forms of marketing that include:
- Brand marketing; which arose with the rise of mass media.
- Direct marketing
- Indirect marketing and other
Making a Human Connection
Marketers have a tendency to look at the statistics and not at the actual people, and this creates a disconnect between the website and its target customers. This is why you need to learn the art of direct marketing. When you read Lester Wunderman’s autobiography, you will learn all about the world of direct marketing. We all have to agree that eCommerce marketing is not an easy task. However, sometime we believe in this statement until making direct decisions becomes a problem. We also have to relate to our customers not just as eCommerce number but directly as people. According to Wunderman:
Your share of loyal customers, not your share of market, creates profits. Spend more on the good customers you have.
Understanding the ROI Equations
Majority of marketers believe that through a good campaign, the revenue spent can bring ten times of what they spent. Well, this is true but these calculations are based on the ROI equations. It is very important for every ecommercial marketer to have this equation back in their mind. Also remember, this can go either way, you may lose or gain. All this will depend on how much revenue you pull and how you apply it in your projects.
Marketers all over the web face this kind of challenge all the time. But there are A/B Test that can help you along the way. A/B tests are supposed to help you understand elements that boost conversion on your web pages. Funnel analysis will give you clear information on what to do next. When doing this, make sure you use direct marketing and you will indeed double or even triple what you earn today. If you want to know more, you can watch the complete webinar here.