3. What’s in it for You?
• You will most likely think about your eMarketing Mix
in a new way.
• If you don’t already know it, you will learn how songs
are structured with chords.
• You will have content for your next social status post:
“This dude played the banjo during his presentation at
the InnoTech eMarketing Summit #keepaustinwierd”
4. The Art of Structuring Your
eMarketing Mix
♫
Steve Gehlen
General Manager, Global eCommerce
Icebreaker Nature Clothing
5.
6.
7. eMarketing Mix: Part Science, Part Art
Test & Measure
1) Focus on financial results
Learn from interaction results
2) Treat everything as a pilot
Manage internal expectations
Manage Time
1) Prioritize & Slice
2) Buy some time
Contract outside expert help
3) Earn some time
Grow revenue to hire additional people
8. 7-figure $ start
18 months
same products, territory, site
100% $ growth
18. Relative Revenue by Channel
eMail Search Affiliate
Sep-09
Oct-09 Buy Some Time
Nov-09 (contract help)
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10 Earn Some Time
Aug-10 (hire help)
Sep-10 Sweepstakes
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
19. What about Social Media?
• What we used it for
– Customer listening and response
• Customer Service
– Complimenting a campaign or promotion
• Outbound messaging
• Separate strategies
– Twitter: Media & Influencers
– Facebook: Consumer engagement
– YouTube: Product information
20. The rest of the story…
24 months
same products, territory, site
69% $ growth
21. eMarketing Mix: Part Science, Part Art
Test & Measure
1) Focus on financial results
Learn from interaction results
2) Treat everything as a pilot
Manage internal expectations
Manage Time
1) Prioritize & Slice
2) Buy some time
Contract outside expert help
3) Earn some time
Grow revenue to hire additional people