An overview of the e-commerce landscape in Australia and New Zealand - and what to do to ramp up your online marketing efforts

1. Ramping-up Retail Digital Marketing
How to think about retail digital strategy in 2014

2. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
The retail landscape in Australia & New Zealand
Over the last 6 years the retail landscape in Australia and New Zealand has
undergone a major transformation.!
E-commerce sales continue to climb.!
Some categories, like fashion and cosmetics, are growing much faster than
others.!
Changes in consumer behaviours and competitive landscape took many
local retailers by surprise.!
Australian retailers, big and small, have stepped up their level of investment
in online sales.
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3. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
Getting your strategy right
Ensure your digital strategy is aligned to your:!
Business objectives!
Brand positioning!
Customer expectations
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4. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
4 Types of Digital Marketing Companies
1. Leaders!
Mastered the two main capabilities involved in maintaining an online
presence:!
Insights and analysis !
Platforms and activation !
2. Scholars!
Skilled at consumer insights and analytics!
Not yet converted the insights and analyses into profitable action
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5. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
4 types of Digital Marketing Companies
3. Pioneers!
Established a robust presence in digital media!
Are not grounded in insights about their customer base!
4. Novices!
Still coming up to speed in the practices of digital marketing!
!
Where does your business sit on the Digital Marketing
spectrum?
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6. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
How to choose the right marketing model
Three categories of digital strategy:!
1. Digital Branders!
Often consumer product companies !
Focused on recruiting new consumers, increasing advocacy and driving
loyalty!
2. Demand Generators!
Focused on driving traffic and converting leads in the fewest steps possible!
Driving volume and efficiency!
3. Product Innovators !
Use digital marketing to identify, develop, and roll out new digital products and
services
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7. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
How to choose the right marketing model
Digital Strategy is about understanding and designing the entire
digital customer experience journey!
Make sure you have the basics covered!
Build a digital programme that pays for itself quickly
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8. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
Database Growth
Vital strategic assets for an online retailer;!
Active leads!
Qualified leads!
Active customers
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9. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
Conversion rate optimisation
Conversion rate optimisation is a key component of any digital
programme.!
Conversion rate optimisation focuses on the performance of
metrics like:!
Digital touch points with potential consumers!
Email open rates!
Search marketing performance!
E-commerce website performance
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10. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
Marketing Automation
Marketing automation ensures all of your digital marketing activity
operates at maximum efficiency. !
!
“Companies using marketing automation see 53% higher conversion rates than non users”!
- Aberdeen Group July 2012!
!
Marketing automation is a combination of tools, processes and
resources needed to ensure that you can capitalise on
opportunities.
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11. Working Three Pty. Ltd.T/A W3, 2014.All rights reserved. W3, 41 Cubitt Street, CremorneVIC 3121,Australia workingthree.com
Conclusion
!
“2014 will be seen as the year that Australian retailers stopped
fighting digital disruption and started using technology to make
their mark on the world” - Mark Cameron (CEO, Working Three)
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