Marketer Technologist

applying Technology-focused disciplines with a Marketer’s eye

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Posts Tagged ‘eCommerce’

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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CARVER Marketing: Identify and Prioritize Your Targets and How to Reach Them

Posted by jwoodymeach on August 28, 2008

Earlier this year, I had a client who was trying to determine which was the most important of their nine personas (too many IMHO). Senior management thought it was one, Sales thought it was another, Marketing wanted another, and so on and so on. They also wanted to know what they should budget for marketing to reach these personas.

I use to the run the website and do online marketing for a Homeland Security magazine. Through an article, I became aware of a program run by the United States Food and Drug Administration to help farmers determine if their farms were targets for terrorism. The program is based upon a military practice called CARVER that is used to identify and prioritize targets.

After doing some quick online research, I came upon the Joint Special Operations Targeting and Mission Planning Procedure from the Joint Chiefs of Staff. I began to modify the strategy that the Special Forces uses into a method that marketers can use to make better decisions around whom they should target and the best means to reach those targets.

Through some pretty in-depth research, I haven’t found anyone else who’s doing this, so, it’s the birth of CARVER Marketing.

Here are the basic foundational elements of CARVER Marketing as it applies to the identification and prioritization of marketing targets and digital marketing tactics:

  • Criticality
  • Accessibility
  • Recuperability (also Return-on-Investment)
  • Vulnerability
  • Effect
  • Recognizability

I used CARVER Marketing to help the client I mentioned earlier rank their personas and provided the back-up data that was socialized throughout the organization to get everyone on the same page. So while personas are often used as a conflict resolution device, CARVER Marketing can provide additional support to keep programs moving along.

CARVER Marketing can remove some of the guesswork and “gut instinct” that litters a lot of marketing which is causing longer timelines and costing more money. Start from an educated position then “fire and adjust”.

I have written a white paper on applying CARVER Marketing to digital marketing tactics. I use this method to help figure out budgeting for marketing campaigns. If you would like a copy, send me a note. CARVER Marketing for Personas is coming along, you should see it in a few weeks.

(BTW: if you’re wondering why I’ve added some of the keyword tags to this post, you’ll see why in the upcoming posts…)

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