State of Ecommerce Marketing, 2014

50 %
50 %
Information about State of Ecommerce Marketing, 2014
Marketing

Published on February 26, 2014

Author: HubSpot

Source: slideshare.net

THE STATE OF ECOMMERCE MARKETING REPORT, 2014 Analyzing industry trends and data Sam Mallikarjunan

Sam @Mallikarjunan Head of Ecommerce Marketing @HubSpot

1 Inbound Marketing

Inbound Marketing is… Instead of interrupting experiences people love… Inbound marketing focuses on creating them.

How Inbound Marketing Works … and what tools you can use.

Inbound Marketing Adoption Is On The Rise Does your company do inbound marketing?” 60% 55% 50% 40% 30% 22% 20% 10% 0% Yes No

B2B Leads In Inbound Marketing Adoption Does your company do inbound marketing?” 70% 60% 60% 54% 50% 40% IM - Yes IM - No 30% 24% 21% 20% 10% 0% B2B B2C

Blogging Adoption Is Rising Does your company have a blog or similar content channel? 33% Yes No 67%

Frequent Blogging Is Critical 72% 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. 28% Blogging - Yes Blogging - No 72%

Blogging Drives More Customers From Organic & Direct Traffic 69% of companies whose major source of customers was from organic & direct traffic blog at least once a week 80% 70% 69% 60% 50% 40% 31% 30% 20% 10% 0% Blogging - Yes Blogging - No

Companies that blog have an easier time proving ROI than SEO/PPC-only companies 30.00% 26% 25.00% 24% 22% 20.00% 15.00% 13% 14% 14% Blog Focused SEO & PPC Focused 10.00% 5.00% 0.00% Proving the ROI of our marketing activities Securing enough budget Understanding my contacts database

Educational Content Leads To Higher ROI 80% 76% 70% 60% 50% 40% Coupons Educational Content 30% 20% 12% 10% 0% IM ROI - Yes

2 Lifecycle Marketing

The Conventional Linear Buying Process So easy, pretty, and simple to understand, ain’t it?

It’s not an end-state It’s an infinite loop

More marketers are adopting pre-transactional conversions 17% 12% Coupons Educational Content (Guides, Feature Sheets) 9% Aspirational content No non-transactional offers 58%

Research Phase Marketers are not just building a contact list, they’re generating predictable future sales revenue that they can analyze.

Marketers Aren’t Measuring 60% of ecommerce marketers don’t know their abandoned cart rate 6% 6% 26% 7% 0 – 10% 11 – 20% 21 – 30% 9% 31 – 40% 41 – 50% 51 – 60% 11% 18% 61 – 70% Greater than 70% 19%

Abandoned Cart Nurturing Effectiveness Majority of ecommerce marketers that do measure cart abandonment don’t effectively recover them 2% 4% 2% 7% 0 – 10% 11 – 20% 7% 43% 21 – 30% 31 – 40% 41 – 50% 12% 51 – 60% 61 – 70% Greater than 70% 23%

B2C Marketers More Likely To Nurture Carts B2C companies are 128% more likely to nurture abandoned carts than B2B marketers 90% 84% 80% 70% 63% 60% 50% Yes 40% No 37% 30% 20% 16% 10% 0% B2B B2C

Email Still Most Popular Cart Nurturing Channel Social Media and Direct Phone Call are surprisingly high 8% 4% Email 14% Social Media Blog Direct Phone Call 5% 59% Direct Mail Other 11%

Cart Abandonment May Not Be Such A Bad Thing Spending After Cart Nurturing 9% 14% More than original amount spent 46% Less than original amount spent Don't spend at all Other 31%

Educational Content Leads To More Spending 45% 40% 38% 35% 29% 30% 25% 20% 16% 15% 15% 10% 5% 0% Educational Content Coupon Codes

But Coupons Are Still Most Popular Content 10% 7% 7% Ebooks 14% Webinars 18% Customer Reviews Coupon Codes Newsletter 13% Direct Mail Other 31%

Timing Matters In Abandoned Cart Value Recovery 100% 90% 80% 56% 11% 4% 70% 4% 60% 50% 4% 40% 30% 70% 10% 3% 20% 3% 10% 0% 0% 1 – 24 hours 25 – 48 hours 49 – 72 hours More than original amount spent 3 - 7 days Less than original amount spent After 1 week

Product-related Content Helps Consumers Decide To Buy 60% 52% 50% 40% 37% 30% 20% 17% 13% 10% 6% 8% 5% 5% 0% Description of the product (Text and/or Text & Pictures) Additional product recommendations More than original Product how-to videos Less than original Product Guides / Ebooks

Communication Personalization Is On The Rise 65% of businesses are investing in some form of customer-specific personalization in their marketing 40% 37% 36% 35% 30% 30% 27% 25% 20% Email Website 15% 11% 10% 8% 10% 7% 5% 0% Important Somewhat Important Somewhat Unimportant Not Important

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 Rise How would you describe your company? 8% 20% Sales focused 25% Customer focused Product focused Marketing focused 40%

Customer Centricity = Customer Happiness Obsession 100% 95% 90% 80% 70% 69% 60% 50% Sales focused Customer focused 40% 30% 26% 20% 10% 4% 0% Very important Somewhat important

Smaller Businesses Are More CustomerCentric How would you describe your company? 45% 42% 40% 40% 35% 35% 30% 29% 27% 25% 25% 23% 23% Small (1 - 50) Medium (51 - 200) 19% 20% Large (More than 200) 15% 11% 10% 8% 5% 5% 0% Customer focused Product focused Sales focused Marketing focused

Customer Centric Companies See Higher ROI Companies that saw ROI by company focus 50% 44% 45% 40% 35% 30% 25% 21% 21% 20% 15% 9% 10% 5% 0% Sales focused Customer focused Product focused Marketing focused

Customer LTV Is A Profitable Focus Companies that saw ROI by LTV focus rating 4% 26% Very important Somewhat important Somewhat unimportant 69%

THANK YOU

QUESTIONS?

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

State of Ecommerce Marketing 2014 - HubSpot

Free Report: State of Ecommerce Marketing 2014. Analyzing trends and data from the rapidly growing ecommerce industry
Read more

The State of Marketing in E-commerce - Verizon Digital ...

The State of Marketing in E-commerce May 30, 2014 0. ... © 2016 VERIZON DIGITAL MEDIA SERVICES. ALL RIGHTS RESERVED. About Verizon; Policies; Verizon.com;
Read more

Sneak Peak: The 2014 State of Ecommerce Marketing Report

Every year, HubSpot releases the State of Inbound Marketing survey analyzing the tools, tactics, and results of thousands of marketers around the world.
Read more

State of Ecommerce Marketing 2014

This free exclusive report captures insights from over a thousand ecommerce marketers and discovers how the ecommerce industry is approaching marketing in ...
Read more

2014 State of Ecommerce Marketing with HubSpot's Sam ...

To watch the feed on YouTube ... 2014 State of Ecommerce Marketing with HubSpot's Sam Mallikarjunan QuestionPro. Subscribe Subscribed Unsubscribe.
Read more

Digital Marketing and Ecommerce Trends and Predictions for ...

Digital Marketing and Ecommerce Trends and ... Digital Marketing and Ecommerce Trends and Predictions for 2014 (Mandarin version) State of Ecommerce in ...
Read more

Worldwide Ecommerce Sales to Increase Nearly 20% in 2014 ...

... trillion in 2014, according to new figures from eMarketer, ... eMarketer’s definition for B2C ecommerce sales includes ... Marketing Technology ...
Read more

Download The MarketingSherpa E-commerce Benchmark Study ...

The MarketingSherpa E-commerce Benchmark Study The largest, most scientifically reliable study conducted on the state of e-commerce marketing
Read more

Mobile Marketer - The news leader in mobile marketing ...

... The news leader in mobile marketing, media and commerce. ... Insights 2014. Price: $695.00 ... State/Province * ZIP code * Email * Confirm email * ...
Read more