BUILDING ECOMMERCE - imagine.magento.com eCommerce... · We’re a very small eCommerce team, which often means we don’t have the bandwidth to manage multiple channels. Since we’ve

BUILDING ECOMMERCEMARKETING EXCELLENCE:

The Four Stages of Marketing Maturity

For Small Businesses.

@springbot | @magento | #MagentoImagine

AUSTIN DEANGELIS

VP of Sales, Springbot

@Adeangelis33

IT’S TIME TO RAMP UP YOUR MARKETING GAME.

“OUR CUSTOMERS ARE LOYAL TO US RIGHT UP UNTIL THE SECOND

SOMEONE OFFERS THEM A

BETTER SERVICE.”

— Jeff Bezos, Amazon CEO

“RETAIL ECOMMERCE SALES WILL INCREASE TO $4.058 TRILLION IN

2020.”

— eMarketer


THE FOUR STAGES

The Full-Fledged

Marketer

STAGE THREE:

OF ECOMMERCE MARKETING MATURITY

STAGE ONE:

Ad-Hoc

Marketer

STAGE TWO:

Up-and-

Coming

Marketer

STAGE THREE:

Full-Fledged

Marketer

STAGE FOUR:

Best-in-Class

Marketer

THE AD-HOC

MARKETER

STAGE ONE:

• Growing store and brand presence

• Managing most aspects of business

• Handling customer interactions manually

• Sending email two to four times per month

• Driving revenue organically through existing customers

THE AD-HOC

MARKETERCHARACTERISTICS

THE AD-HOC

MARKETERCHALLENGES

• Growing an email subscriber list

• Using free tools to measure analytics

• Driving sizable web traffic but few sales

• Too many tasks, too little time

WHAT THREE STEPS WILL MOVE YOU UP THE SCALE?

1. Leverage Google Analytics data

2. Set up bi-monthly or monthly emails

3. Focus on one social channel

“More than 80 percent of Gen Z, 74 percent of

millennials, 58 percent of Generation X and 41

percent of Baby Boomers say social media impacts

their purchasing decision.”

— RetailDive


@appleparkkids | applepark.com

Nancy Carlson Marketing and Social Media Specialist at Apple Park

We’re a very small eCommerce team, which

often means we don’t have the bandwidth to

manage multiple channels. Since we’ve been

using Springbot’s Advanced Shoppable

Instagram feature, we’ve been able to transform

our Instagram engagement into high-quality

traffic and revenue.

“

“

THE UP-AND-

COMING

MARKETER

STAGE TWO:

THE UP-AND-

COMING

MARKETER

CHARACTERISTICS

• Experiencing a steady revenue stream

• Basic marketing fundamentals are in place

• Testing and using advanced automated tools

• Significant site traffic with increased orders

• Marketing to both new and current customers

THE UP-AND-

COMING

MARKETER

CHALLENGES

• Using multiple tools to track data

• Lack of in-depth knowledge of customer base

• Too much information

@maxtrixkids | maxtrixkids.com

FIVE TIPS FROM

AN ECOMMERCE

ENTREPRENEUR

1 BE COLLABORATIVE

2 HIRE A DEDICATED MARKETER

3 EMBRACE USER-GENERATED CONTENT

4 EXPERIMENT WITH AUTOMATION

5 MEASURE YOUR SUCCESS

STAGE THREE:

THE FULL-

FLEDGED

MARKETER

Q&A WITH

GEORGE VLAGOS,

FOUNDER AND

CREATIVE DIRECTOR

AT OAK STREET

BOOTMAKERS. @OakStBootmakers

Use a personalized message

to capture their attention.

Provide a clear call to action to

drive higher engagement.

Remind them why they are

getting this message.

THE BEST-IN-

CLASS

MARKETER

STAGE FOUR:

THE BEST-

IN-CLASS

MARKETER

CHARACTERISTICS

• Spending an average of 10 to 15 percent on marketing

• Employing specialized employees dedicated to marketing

• Regularly updating the website with new products and content

THE BEST-

IN-CLASS

MARKETERCHALLENGES

• Using multiple tools to track data

• Lack of in-depth customer understanding

• Too much information, not sure where to start

HOW TOREACH THE FINAL STAGE.

1. Get sophisticated with your data

2. Experiment with new channels

3. Think before you invest

Did you know it can

take between five to

eight different

marketing

touchpoints before

someone makes a

purchase?

TODAY’S QUICK TAKEAWAYS.

✓ MONITOR YOUR DATA DAILY

✓ PRIORITIZE AND ORGANIZE CHANNELS

✓ CREATE PERSONALIZED EXPERIENCES

✓ TEST, TEST, TEST!

✓ SURVEY YOUR CUSTOMERS

THE FOUR STAGES

The Full-Fledged

Marketer

STAGE THREE:

OF ECOMMERCE MARKETING MATURITY

STAGE ONE:

Ad-Hoc

Marketer

STAGE TWO:

Up-and-

Coming

Marketer

STAGE THREE:

Full-Fledged

Marketer

STAGE FOUR:

Best-in-Class

Marketer

WAIT! BEFORE YOU LEAVE…

Come visit us at booth 312 and

receive your Marketing Maturity

Health Check.

For questions, please reach out to

[email protected].


BUILDING ECOMMERCE - imagine.magento.com eCommerce... · We’re a very small eCommerce team, which often means we don’t have the bandwidth to manage multiple channels. Since we’ve

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