Context Marketing for the eCommerce Shopper

Building a marketing experience that customizes itself

#eCommContext

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Sam@MallikarjunanHead of eCommerce at

HubSpot

Brian RogersHead of Customer Success at Evergage

Ask questions at any time:

Use hashtag #eCommContext

Use the GoToWebinar

Questions Panel

“If Content is King, then Context is God.” – Gary Vaynerchuk

Two Types of Data

1 Implicit Data

What you know about your visitors based on their on-site behavior

2 Explicit Data

What your customers tell you

•Purchase History•Pre-Transactional Conversions•Surveys

The Buyer’s Journey

How does context fit into

INBOUND commerce??

Instead of interruptingexperiences people

love…

Inbound Marketing is…

Inbound marketers focus on creating them.

Context marketing is creating a personalized shopping experience through the combination of Explicit and Implicit data – engage and guide your customer to success.

Turn Website into a top sales rep…

Research Phase - ImplicitPre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:

Know:• Referring Source • Content Viewed• Geo Location• Time on Site

Research Phase - ExplicitPre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:

C = # of new customers, D = # of downloads, V = Average LTV

Comparison Phase - ImplicitPre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:

Know:• Referring Source• Content Viewed• Geo Location• Time on Site• Product of Interest• Frequency of Visits• Depth of Research

You can send them content that helps them make decisions through email, social, and dynamic content.

• Buyer’s Guides• Feature

Explanations• Case Studies• Social Proof

Comparison Phase – ExplicitOnce your customer has a fair grasp on their wants and needs, they can start to compare options. They might be comparing your product to a competitor’s, or even just comparing product options that you sell.

Intent Phase - ImplicitKnow:• Referring Source• Content Viewed• Geo Location• Time on Site• Product of Interest• Frequency of Visits• Depth of Research• Shopping Cart Details• Shopping Cart Engagement• Conversion Factors

Get Notified of Price Drop

Tip: Shipping is free on orders over $50?

In the previous phases, you’ve captured information about what really matters to your customer and when they’re planning to make a move. Now you can leverage that.

This is the only portion of the customer’s buying lifecycle that you want to use coupons or other incentive based messaging.

Intent Phase - Explicit

In the intent phase, your customer knows what they want to buy. Now they just has to decide when and from whom.

You can request a free eCommerce Marketing Assessment by going to www.HubSpot.com/eCommerce

Confused? Excited? Ready to go?

Learn more about Behavior Based Context Marketing with Evergage:

www.evergage.com/ecom

THANK YOU

QUESTIONS?