210 - Understanding Omnichannel E-Commerce Marketing, with Andrew Maff
Nov 9, 2023
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Andrew Maff, founder of Blue Tusker, discusses the challenges of tracking attribution in e-commerce, the importance of conversion rate optimization, and the benefits of selling on Amazon. He shares tips for successful customer acquisition and the key elements every e-commerce site should have. They also explore the concept of omnichannel marketing and strategies for diversifying e-commerce marketing channels.
Omni-channel marketing in e-commerce involves leveraging multiple sales channels to diversify sales and reach diverse audiences.
Choosing the right sales channels depends on factors like product viability, target audience, and the need for additional avenues of customer acquisition.
Deep dives
Using Amazon and other sales channels for omni-channel marketing
Omni-channel marketing in e-commerce involves leveraging multiple sales channels, such as Amazon, Walmart, eBay, etc., to market and sell products. The strategy is to adapt marketing approaches across different channels, such as social media, influencers, email marketing, and paid ads, to reach diverse audiences and diversify sales. The choice of sales channels depends on factors like the product, target audience, and existing assets. When starting with Amazon, it offers a cost-effective way to test product viability, gain brand awareness, and reach a ready-to-buy customer base. However, for premium brands or those focused on brand building, starting off Amazon and then expanding to marketplaces can be more effective for retaining customer loyalty and owning customer data. It's crucial to focus on conversion rate optimization on websites and create exceptional user experiences to drive sales. The decision to explore more channels depends on brand-specific factors and the need for additional avenues of customer acquisition.
Strategic channel prioritization and diversification
When prioritizing sales channels, considerations include the product, target audience, and existing performance. For example, if a brand is doing well on Amazon and wants to diversify, a step-by-step approach can be taken to focus on its website while leveraging available assets like a social media presence and an email list. On the other hand, if a brand is successful on its website, but wants to enter Amazon or other marketplaces, a gradual ramp-up is needed, leveraging existing assets to improve performance on those channels. The choice of channels depends on factors like the product's searchability, market competition, customer behavior, and available assets for effective marketing and customer acquisition.
The role of logistics and customer experience
Logistics plays a role in deciding on sales channels. When considering Amazon, its extensive logistics network offers advantages for new businesses by providing a cost-effective avenue for selling products quickly. However, when it comes to building a premium brand or having more control over logistics, starting on one's own website and gradually venturing into marketplaces like Amazon can be a better choice. Ensuring a superior customer experience becomes vital, whether through offering better service, delivery options, or exclusive sales on the website to retain loyal customers. Building an email list, incentivizing returns to the website, and leveraging social media platforms like SMS marketing contribute to retaining customers and building brand loyalty.
Navigating attribution challenges and long-term brand growth
Understanding the customer journey and attributing sales accurately across various channels is challenging. Traditional attribution models fail to capture the complexity of online consumer behavior. Therefore, focusing solely on individual ad channels does not provide a clear answer. Instead, measuring the total advertising cost of sales (TACoS) becomes a more meaningful metric. For e-commerce businesses, it is essential to track overall revenue generated against advertising spend, taking into account the fluidity of the customer journey and the influence of multiple channels. Prioritizing website traffic and owning customer data is recommended for long-term brand growth and better exit opportunities. By developing a comprehensive holistic approach to marketing, including A/B testing, optimizing conversions, and using available data, businesses can achieve the best results across multiple sales channels.
Are you struggling with tracking attribution in e-commerce?
Andrew Maff, founder of Blue Tusker, joins Daniel to discuss the challenges of tracking the customer journey and the importance of conversion rate optimization (CRO) in e-commerce.
He and Daniel delve into the benefits of selling on Amazon and the concept of omnichannel marketing. Andrew shares where marketers should focus their efforts and the best methods to maximize your e-commerce site’s potential.
Plus, discover Andrew's tips for successful customer acquisition and the key elements every e-commerce site should have.
00:00:22 - Meet the Founder of Blue Tusker: Andrew Math
00:00:49 - Mastering Omnichannel Marketing for E-commerce
00:08:37 - Effective Strategies to Drive Website Traffic
00:10:04 - Boost Your E-commerce Conversion Rate
00:10:58 - When to Consider Selling on Amazon
00:13:18 - Start on Amazon for Better Conversion Rates
00:27:25 - The Challenge of Attribution in E-commerce Marketing
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