e-Christmas: 2010 Christmas Online Retail Strategies & Planning

DATE: Friday, 9 July, 2010
TIME: 8:30am to 3:00pm
VENUE: Sydney Convention & Exhibition Centre
INSTRUCTORS: Experian
COST: $345 before 30/4/10, $395 before 11/6/10, $445 after 11/6/10

• Workshop overview
• Who should attend?
• What are the benefits?
• What will I learn?
• Instructor's bio

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Workshop Overview

This intensive workshop focuses on the key elements and tactics for a successful Christmas Online Retail season including online competitive intelligence, email marketing, search marketing, and database marketing. Participants will learn how to apply and integrate these strategies and various channels to their online marketing planning and the relevant stages of the consumer purchase cycle, from research to conversion (purchase). Case studies will also be presented.

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Who Should Attend?

Planning your retail marketing strategies and activities for Christmas 2010? Do you want to maximise your return on investment and conversion rates? Then this workshop is for you. This workshop is ideal for those who are: wanting to understand online customer intelligence - behaviour and trends; developing retail campaigns for both offline and online store traffic; creating email campaigns; developing website content; applying search engine optimisation, pay per click and conversion optimisation strategies in their search marketing mix; and considering the use of social networks and affiliate marketing partnerships.

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What are the Benefits?

You will leave with a clear understanding of best practice tactics to apply to your e-Christmas marketing strategy and planning. This workshop will enable you to integrate various elements of the e-marketing mix so you can maximise your conversion rates this Christmas.

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What Will I Learn?

This intensive workshop focuses on the key elements and tactics for a successful Christmas Online Retail season including; online competitive intelligence, email marketing, search marketing, and database marketing. Participants will learn how to apply and integrate these strategies and various channels to their online marketing planning and the relevant stages of the consumer purchase cycle, from research to conversion (purchase). Case studies will also be presented.

Learnings from Christmas 2009:

• Foresee consumer habits based on historical trending - key dates, indicators, consumer cycle and behaviours.
• How did retail sub-sectors perform?
• How did the performance of Bricks and Mortar vs Online Only retailers compare?
• The importance of brand.
• What were the retail success factors in 2009?
• What does this mean for 2010?

Customer Intelligence - Identify your audience, understand behaviours and recognise opportunities:

• Understanding key traffic drivers to your website.
• What are the lifestyle/demographic profiles of your key audiences and that of your competitors?
• How and where do customers search for brands and products?
• Identifying search terms used by certain demographics.
• Custom segments based on key online behaviours.

Applying Customer Intelligence to your Email Marketing:

• Best practices overview.
• How to use Customer Intelligence to better target your email marketing content?
• How to integrate search and email marketing and the benefits of doing this (e.g. using search terms in email marketing subject lines and content).
• Using browse, purchase and email response to segment your list and deliver more relevant search and email content.
• The importance of list hygiene for on-line and off-line targeting as well as product delivery.
• The importance of testing.
• Simple to complex segmentation and what you can expect from each.
• Creating a single customer view and what to do with this data.

Data Integrity:

• Capturing customer information accurately.
• Creating a single customer view.
• Enhancing your customer and prospect databases.

Using Social Networks and Affiliate Marketing for your Christmas campaigns:

• The dos and don'ts for social media campaigns.
• Improve your ROI on affiliate programs by targeted partner selection.
• Understanding ad networks.

Reaching your online audience and driving conversion rates:

• How can online advertising drive in-store traffic and sales?
• Knowing when and how to target the online consumer at the right time in their decision making cycle.
• Optimise your website as you do your store.
• How to drive the right kind of customers to take action on your online store.
• Using customer intelligence in your Search Engine Optimisation and Pay Per Click Campaigns
• Key elements and tactics for Conversion Optimisation.

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Instructor's Bio

Details and information to come. Instructors will be from Experian and will also include guest presenters who will share case study examples and insights.