BDMM Pres Final
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The document outlines Anthony Tattum's PACT principles for eCommerce marketing. PACT stands for Product, Availability, Competitiveness, and Traffic. Tattum advises assessing businesses on these four pillars before investing in digital marketing to ensure success. He provides an example dashboard and case study of how applying PACT analysis to an online footwear retailer called Cloggs helped identify areas needing improvement, like low product availability, leading to increased conversion rates and cost savings. The document promotes Tattum's consultancy and upcoming events for Birmingham digital marketers.
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BDMM Pres Final
- 1. The ImPACTful Principles of eCommerce by Anthony Tattum @anthonytattum
- 2. WELCOME TO BIRMINGHAM DIGITAL MARKETERS AGENDA Introduction about me, my company and this group 10-15min Presentation on the PACT Principles of eCommerce Pizza & Networking End: 8pm
- 3. ABOUT BIRMINGHAM DIGITAL MARKETERS An informal group of Brummie techies & marketers Monthly events at PdP Sharing knowledge, expertise, contacts and eating Pizza Meetup topics and speaker suggestions Short presentations so far should we do more?
- 4. ABOUT ME MD of marketing communications agency, Big Cat 20+ years experience in marketing communications strategies & campaigns Co-founded Big Cat in 2000 15 staff in Birmingham Specialist in Food & Drink, Retail and Destination We integrate Marketing, PR and Creative Design - digital underpins all service
- 6. INTRODUCTION eCommerce is the trading of products or services via an electronic medium and most commonly via the Internet We are interested in the performance of all business functions and the state and health of a business holistically, ensuring all key functions are in place to operate efficiently Digital Marketing is one of those key business functions that depends on other operations of the business in order to be successful PACT is designed to make us focus on these core elements of the business and avoid distractions, commonplace in the digital world
- 7. THE PACT APPROACH Before commitment to expenditure online we carry out an assessment of clients businesses by benchmarking their proposition against our PACT Principles This is a critical step to ensure that any online marketing investment has the greatest opportunity to be successful This is a collaborative approach, reviewing key business propositions and review of the competitive landscape
- 8. WHAT ARE THE PACT PRINCIPLES ? There are millions of factors that aid or hinder generating online sales but in reality there are only a handful that are important to get right in order to optimise sales PACT helps focus on whats important in the early days of a digital marketing campaign and provides a simple framework to ensure the right pillars are in place at the outset to provide a sound bedrock for digital investment
- 10. PRODUCT Designed to establish the strength of the product and the size of its market What is the strength of the demand? What is the breadth of the range you have to offer versus the competition? If no-one wants your product it doesnt matter how much you invest in marketing
- 11. AVAILABILITY Making your product or service available Its similar visual merchandising:油blending, busy but not too busy,油 Make sure all your services are well presented: listed or visual Information architecture & hierarchy = category structures makes the services or products more easily found No point in making the shop smell and look nice without product properly merchandised - by category, all your styles
- 12. COMPETITIVENESS How do you stand out from the crowd? Price is very important in every sector - so need to be on the pulse How can you be a better business - service proposition, sharing information, how quick can you deliver? Why should someone buy from you rather than someone else? Better buying / service experience
- 13. TRAFFIC What type of customers are you looking to attract, Browsers vs buyers? Once P.A.C. is established we can start building online campaigns Deploy tactics like Email, Search, Affiliate, and Social Media
- 14. PACT WORKFLOW TRAFFIC COMPETITIVENESS AVAILABILITY PRODUCT By building on each of these pillars in turn we can be sure the right foundations are in place to deliver a successful digital marketing campaign One of the most common errors businesses make in eCommerce is to rush into driving traffic before these are correctly assessed and optimised
- 15. EXAMPLE PACT DASHBOARD PRODUCT AVAILABILITY COMPETITIVENESS TRAFFIC Range Visibility Price Quantity Popularity Prominence Service Value Search Stock Promotion Quality Display Data USP Targeted PRODUCT AVAILABILITY COMPETITIVENESS TRAFFIC Target Actual Target Actual Target Actual Target Actual Range 1000 Visibility 50% Price Weekly Quantity 15k Popularity 1.1m Prominence Weekly Service Monthly Value 贈1.0pv Search 10k Stock 50% Promotion Monthly Quality 1.5%cv Display 90% Data Daily USP Monthly Targeted 70%
- 16. CASE STUDY: CLOGGS THE BRIEF Cloggs is a leading online retailer of branded footwear and has been trading online since 1998 In July 2015 Big Cat were asked to consult on their branding, values and mission and to then advise on a more wide reaching campaign to start building their brand awareness online and offline THE PROCESS As part of getting a greater understanding of the core elements of the business, the first phase of the project was to understand how Cloggs was benchmarked against the PACT principles This involved consulting with all key stakeholders in the business to understand the various critical factors surrounding performance in the business
- 17. CASE STUDY: CLOGGS THE PROBLEM Digital costs of marketing were rising while becoming less effective The market was getting ever more price competitive, thus traffic (T) was becoming more and more expensive to justify and to maintain at desired levels We discovered Availability of the product was under performing and was calculated to be 75% of their core product due to a new stock system RESULTS Once we defined the problem and then distilled it into a new KPI the true extent of the problem was identified After 12 weeks this figure was reported weekly and driven up to 88%. It now sits at 91% Conversion rates improved by 22%, marketing costs of sale have been trending down week on week producing a saving year on year of 15% as of May 2016
- 18. CASE STUDY: CLOGGS CONCLUSION Even to well established online performers the PACT analysis brought to light areas of the business that needed attention at relatively minimal investment The process of PACT Analysis helped bring key areas of the business that needed attention that were going unnoticed during the routine, daily trading of the business and the fast paced nature of the online world . It was a beautifully simple way of cutting out the noise and focussing on what is important Christopher Thomas, Managing Director, Cloggs
- 19. NEXT BDM MEETUPS TUESDAY 19TH JULY: SUPERCHARGE YOUR INFLUENCER MARKETING TUESDAY 23RD AUGUST: KICKASS DIGITAL STRATEGIES TUESDAY 20TH SEPTEMBER: SEARCH MARKETING 101 SPEAKER CALL OUTS ON TWITTER AND MEETUP VENUE: PASTA DI PIAZZA TIME: 6-8PM
- 20. Thanks! Any Questions? by Anthony Tattum @anthonytattum