five technologies that can boost your ecommerce/mktg is less than 5 days
DESCRIPTION
We scan the world of eCommerce every quarter looking for "curve kickers" - technologies and services that can boost existing eCommerce, mobile, and marketing efforts with very little implementation effort. Most of the time the things we find are pretty obscure - a new security standard, a new mobile layout, a new design - but have a huge impact. Q2 13 was no different. We found a well-practiced but little known email security standard called DMARC that can boost CTR by 20% on existing campaigns by ensuring delivery is done right. We also found a mobile engagement engine that can ensure your downloads turn into engaged customers, and best of all, it runs itself requiring very little effort from marketers. Twitter Cards has proven to be a big hit for Twitter marketers, and email A/B testing is a quick and easy way to see if new content and features are resonating (much easier than web A/B testing). Lastly we spoke with a number of retailers doing geoconquesting - targeting competitive stores rather than their own with mobile ads, and they have found huge success. This is the short version....TRANSCRIPT
Q2 Client Update –Five New Innovations
That Boost eCommerce Results
Branding Brand Customer SummitSept 10th, 2013
Speaker Intro
• Hypergrowth Navigator @ Tenth Dimension Design Labs
• Review 10-20 new innovations each month to find “curve kinkers” (10-40% boost, <4 weeks to implement)
• 55 products launched, many #1 mobile apps for start-ups and F500 co’s
• Aka “that trail runner guy”
Top Innovations for Q2’13
1. DMARC (email security)2. Mobile Engagement Engines
(mobile)3. Twitter Cards (social)4. Email A/B Testing (commerce)5. Geoconquesting (mobile offers)
#1 – DMARC Email Security
Email is Booming…
2.8 million/second88 trillion/year
…Pressuring Infrastructure Layer
Email Targeting
Email Delivery
What ESP’s Address
What Senders and ISP’s Do
(ie, was your email “sent” or actually “delivered to user”?)
What is DMARC?
• New e-mail security standard*, now used by 66% of ISP’s
• Locks down IP’s (kills spoof/phishing), gives deliverability feedback
• Domain-level security (ie, works with existing email systems)
*Actually 10 yrs old, but now used by 66% of ISP’s, still pre-ratification of standard
sender
ISP’s
Feedback
DMARC Visibility
Global view across organization
Immediate boost in deliverability and CTR
Identify and isolate reputation risk areas
Real-timedeliverability feedback
DMARC Results
Bottom line results:• 20%+ boost in e-mail click-
through rates (CTR)• Global view across all email vendors• Visibility into phishing/spoofing
attempts (and the ability to kill it)• Can be implemented in <1 week
#2 – Engagement Engines
Why Are These Services So Addictive?
Just think of the last app/servicethat surprised you with how much
time it managed to get…
…did it send you 10+ e-mails/week and you loved it even MORE?
YES.
Engagement Engines
• Builds usage profiles in real-time (“active”, “dormant”, etc.)
• Triggers campaigns as users change profiles to “shape behavior”
• Engine = set it and forget it; runs itself
Each day, customer actions (or lack of) create movement between cohorts…
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
…triggering targeted campaigns
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
Send “what your friends are doing” e-
Send “check out these
new features”
Example Engagement Engine - Kahuna
Live Triggered Campaigns
Analysis Projects How to Maximize Engagement
SuggestedCampaigns
Engagement Engine Results
Bottom line results:• 220%+ increase in mobile active
users• 8-17% increase in sharing/virality• 15% boost in purchasing• Time to install – 2 weeks
FYI – Larger preso on this concept on SlideShare
#3 – Twitter Cards
Twitter Cards
• New rich media format for Twitter
• “App card” displays all info about mobile app
• “Product card” shows price, sizes, etc.
Twitter Card Results
Bottom line results*:• 11% boost in mobile downloads• 14% increase in CTR for products• Time to implement – 4 days
* vs non-Card tweet
#4 – A/B Test in eMail
A/B Test in Email
• New site feature or layout? Test in email first!
• Select sample group and control, send e-mail, measure
• Time to A/B test – days, not weeks
#5 – Geoconquesting (Mobile Ads)
Geoconquesting
• Geo-targeted mobile ad triggered when customer visits competitor location
• 28% more CTR than targeting offers to your own stores
• Now driving 32% of all geo-targeted ads
Thank You! See You On The Trails…
[email protected]@scott_dunlapLinkedin.com/in/scottdunlapatrailrunnersblog.com