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eCommerce Network Group Brings Experts Together to Share Ideas

There’s no surer way to build a company’s online brand and drive traffic to e-commerce sites than with a robust, non-stop digital marketing campaign, Jeremy Ott, Director of eCommerce & Digital Marketing at Reinders, Inc., will tell participants in the eCommerce Network Group meeting this morning.

For years, much of the discussion at the network group has focused on best uses of digital marketing to supplement traditional sales channels—and, crucially, on the key performance indicators (KPIs) that help maximize the success of that effort. The continuing conversation points to the importance of TUG network groups, and of the eCommerce group in particular, in bringing together a community of colleagues to share knowledge and solve problems.

One of the key decision points for any distributor is whether to outsource digital marketing, hire in-house staff, or build a campaign team that includes the best of both. The three-member digital marketing group at Reinders delivers a solid return on investment, Ott says, but the experience still points to the importance of measuring that return and carefully balancing costs against benefits.

Some of the common KPIs for digital marketing include open and click-through rates on emails, conversion and sales rates, and cart abandonment rates. But Ott says those granular measures matter most when they map back to wider business strategy to inform decision-making and maximize ROI. He points to Average Order Value (AOV) as a key metric that can help a distributor reduce its transaction costs.

With the network group meeting coming up, Ott stresses how important it’s been to bring together a critical mass of subject matter expertise on eCommerce and create a safe space for sharing information and solving problems. He’s now looking at how to set up a discussion group to share knowledge across companies of different sizes.