Marketer Technologist

applying Technology-focused disciplines with a Marketer’s eye

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Posts Tagged ‘Online Marketing’

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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Digital Marketing Tactics: You Cannot Keep Them Separated (part 1)

Posted by jwoodymeach on October 21, 2008

OK. I’m going to tell you something that you may find surprising: Digital Marketing is Complicated. [Insert sarcastic look here]

Whether you are in charge of marketing a specific product or brand or your entire organization, digital marketing has become so much more than building and managing a website.

When I started building websites in 1994, there was no such thing natural search optimization, paid search, mobile web, or social media (we just called them “forums”). Most digital marketing was purely an extension of traditional media; and “integrated marketing” meant making sure your website had the same look and feel as your print ad.

The rapid growth and evolution of digital marketing has caused tactical segmentation that is starting to cause more headaches for a marketer than it probably should.

I was speaking with a digital brand manager for a large CPG firm. For her annual programs, she has needed to manage eleven tactic vendors – not including her Interactive Agency of Record or Public Relations Agency. If you want a job that is nothing but answering e-mail and voicemail and processing vendor invoices, then that’s the job for you.

One of the biggest problems with disparate vendors is you can end up having to fight to make sure that your message is consistent and clear, all the while fending off the vendors who want more money to execute their “most important” tactic.

One way I help clients understand the complexities is through the Capabilities Map (or affectionately, the “Flower Bed”).

Each dot or “pistil” represents a digital marketing tactic that requires some level of management. The lines or “petals” coming out of each dot are either strategies or types of sub-tactics that requirement some level of consideration. Some petals require simple yes/no decisions (e.g. are you going to have a blog or not?) while others may require different strategies altogether (e.g. inbound and outbound e-mails often need different technology and governance).

At the center of Capabilities Map are Engagement Entry Points or EPPs. EPPs are the control points for capturing Personally Identifiable Information (PII). Websites and Mobile have emerged as the leading digital EPPs. However, avenues such as the multiple Interactive Television models are showing promise. EPPs can also be offline such as driving customers to a Brick and Mortar store or live event.

Customer Data won’t be address here – that’s another article.

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Your Ads be damned. I’ll show what I want.

Posted by jwoodymeach on October 7, 2008

This type of approach has been around for a few years. I recall a similar bent with the Comedy Central “I Poop on Your Site” starring Triumph the Insult Comic dog. However, this approach to effect advertising on a localized basis is interesting.

Since it’s client-side, will the ad servers be able to pick it up? Probably not, but if you know, please post a comment.

Also, I’d love to know the adoption rate of this–however small.  Sounds more like an attempt as a “buzz generator” that anything else. However, more of a buzz with advertisers than with the consumer.

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The New Marketer Technologist Blog

Posted by jwoodymeach on August 1, 2008

Here’s the obligatory: “Welcome to my new blog” message. This blog differs from my old one as I had intended to try to be the “what’s new/what’s cool” guy, but I’ve found that to be too redundant to some others that are out there blogging, so…

The goal of this blog to talk about bringing more structure and rigor to Digital Marketing. As a result, more time can be spent on developing creative and innovated ideas to help clients achieve their goals.

I also want to present those technology solutions or smart people who use/misuse technology to get ahead of the game or exposure vulnerabilities.

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