Marketer Technologist

applying Technology-focused disciplines with a Marketer’s eye

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Archive for November, 2008

Digital Marketing Tactics: eCommerce

Posted by jwoodymeach on November 10, 2008

From a digital perspective, eCommerce revolves around the technique of how the client sells products utilizing the eChannel – not only the technology behind how it sells. While the technology is important from an online measurement standpoint, understanding which method the business feels as important is key. I break eCommerce into three categories:

  • Brick and Mortar Extension (BME)
  • Pure Play
  • Direct-to-Consumer (DTC)


Brick and Mortar Extension (BME)

Brick and Mortar Extension is the act of driving customers to a physical location to purchase product or service.

Many people have challenged me that this isn’t eCommerce. Although I agree that BME isn’t true eCommerce, I have clients that can’t do the other two methods listed below based upon their business models (i.e. large items that don’t work well for DTC or Brick-and-mortar only businesses like restaurants or auto mechanics). BME allows for a level of eCommerce classification for this type of client.

BME traditionally manifests itself through technology solutions such as store locators that use ZIP codes to identify the closest store or through promotions used to drive foot traffic like coupons or gift certificates.

Pure Play
Pure Play is driving customers to another online location to purchase the product or service. This could either be another vendor or to a company-run storefront through the likes of eBay, Yahoo, or Amazon.

Pure Play clients tend to be small to medium sized businesses that don’t have the desire or internal resources to process the orders. Also, there are large expenses involved in building a DTC-enabled website and organization. Pure Play allows for a faster time-to-market at lower cost.

Direct To Consumer (DTC)
DTC is directly selling the products or services through your website. From a scaling perspective within a company, DTC is a very complex endeavor. You must have plans around Merchandising, Marketing, Fulfillment, and Operations/Financials. I have seen many companies go under by ignoring one or more of those items.

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Digital Marketing Tactics: Affiliate Marketing

Posted by jwoodymeach on November 3, 2008

As stated earlier, the tactics that are driving prospects and customers into the Engagement Entry Points have attributes that can require differing levels of involvement, decision making processes, or approaches if you are trying to scale the tactic internally or with external vendors. Next few articles are a tactic-by-tactic breakdown explaining the points of concern. I am starting with Affiliate Marketing.

Affiliate Marketing

Affiliate Marketing is the practice of rewarding other websites for sending traffic to your site. Usually, the reward is tied directly to that visitor completing an action whether it is purchasing product or registering for a webinar.

With affiliate marketing, the effort the organization mainly has to realize is around the acquiring and maintaining of relationships with the affiliates. And this is where the determining the level involvement for the organization comes into play.

In-house
By taking the responsibility of managing affiliates with in-house resources, it requires that personnel own the identification, recruiting, and managing the affiliates. This includes ensuring the affiliates are compensated and monitored for performance.

Third Party
Third party affiliate marketing covers the user of affiliate networks such as Commission Junction and LinkShare, affiliate management companies such Performics and PepperJam, or through specific large niche players like eBay and Amazon.

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