Ecommerce Strategy: An Introduction
What Is A Full Funnel Performance Marketing Strategy?
Ecommerce: Why It’s Important
Getting A Better Understanding Of Ecommerce Marketing
Here’s An Overview Of The Marketing Funnel
Ecommerce Stages You Need To Know
The Step-By-Step Guide To A Full Funnel Strategy
Getting people’s attention (Awareness Stage)
What’s your goal?
What to do and how to do it
Metrics that matter
In the middle of the funnel (Consideration)
Techniques and channels
Metrics that matter
Getting to the bottom of the funnel (Conversion)
Aims
Choosing the right tactic and channel
Metrics that matter
After the purchase (Retention and Advocacy)
Strategies and channels
Measures to watch
The Power Of Data And Analytics
At Every Stage, Data Is Important
Useful Tools
CRM and Customer Data Platforms (CDPs)
Models of attribution:
Testing and optimizing continuously
Integrating And Having Consistency Across Channels
Omnichannel consistency is important
Here are some examples of cross channel synergy
User Experience (UX) Enhancing the Customer Journey
Full Funnel Performance Marketing: Advanced Strategies
DCO (Dynamic Creative Optimization)
The power of predictive analytics and machine learning
Content that sells and social commerce
Engaging content (quizzes, AR, gamification)
Don’t Make These Mistakes
Don’t neglect TOFU efforts:
Over relying on one channel:
Post purchase strategies:
Segmenting and personalizing:
Bonus: A Sample Case Study
Glossier’s full funnel marketing strategy
Image Courtesy – GLOSSIER