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  • Optimizing Digital Marketing Channels
    • Kashyap Vadapalli
    • eBay India
  • Digital Marketing – The Basic Rules of Marketing Apply to the Digital World Too
  • Segmentation : Helps Identify Source of Business Gain Geographic Demographic Psychographic Behavioral
  • Choose who to Target : Impact & Efficiency The nascent Indian Internet market has a larger base of regular internet users but a relatively small base of users who have transacted online (eCommerce) Psychographic Clusters indicate that over 67% of the internet users are also potentially eBay’s TG Therefore the primary opportunity lies in converting online users to eCommerce
  • Be Relevant : Increases mind-space eBay Target Audience Positioning eBay is a fun marketplace that connects people who love it for the abundant variety and great deals that it offers Target Primary user : Young (18 – 45 years old ) internet user. Largely male Benefits Emotional : Having fun , Successful, Thrill of winning Rational : Great Deals, Lots of Choice, Safe Personality Fun Loving & Vibrant Innovative ,Confident Voice Confident, Optimistic, Honest, Having fun
  • Digital Marketing Channels
  • eBay Marketing : Strategic Pillars Build Relevance IPL eBay Style Diva Social Media Internet Marketing: SEM, SEO Quality Acquisition Strategic Partners Portals Onsite Marketing Enhance Experience Direct Mailers & Coupons Merchandising
  • eBay Marketing : Strategic Pillars Internet Marketing: SEM, SEO Quality Acquisition Strategic Partners Portals Onsite Marketing Enhance Experience Direct Mailers Merchandising Build Relevance IPL eBay Style Diva Social Media
  • Quality Acquisition : Internet Marketing Mobile Natural & Paid Search Partnerships Direct Marketing Social Media Portals Channels of IM Onsite Marketing
  • Search Search Marketing Natural Algorithmic or “free” search that works on page relevancy “ Paid Placements” bidding for keyword listing placement Paid Quality Acquisition Natural Paid
  • Paid Search
    • High Conversion rate
    • Cost Effective
    • Right Targeting
    Helps you be present where your customer is & at the time he needs your product (Pull) Quality Acquisition
  • Strategic Partnerships Quality Acquisition
      • Mutually beneficial partnerships
      • Helps eBay obtain quality users
      • Benefits partners’ customers as they get exclusive deals
  • Portals & Banners High reach Ability to target better Portals Niche sites/Ad Networks Quality Acquisition
  • eBay Marketing Priorities Internet Marketing: SEM, SEO Quality Acquisition Strategic Partners Portals Onsite Marketing Enhance Experience Direct Mailers & Coupons Merchandising Build Relevance IPL eBay Style Diva Social Media
  • Onsite Marketing: Same principles as retail
      • Optimize shelf-space to
      • Drive consumer perception
      • Business metrics (registrations, new user / existing user engagement
    Deals Loss Leader in first fold– Marquee Store Enhance Experience High margin products in second fold
  • Segmentation
      • Customized content for different types of users basis user needs
    Visitor Page : Deals, Safety messaging Seller Page : Marketplace messaging, Listings MIS Enhance Experience
  • Direct Marketing
      • Customized content for different types of users basis past behavior
      • Scientific usage of coupons and discount vouchers to maximise loyalty
      • Communication to sellers on new features and promotions
    Enhance Experience
  • Measuring Onsite Merchandising CTR BTR ASP Aesthetics of the Creative Deal offered Product Selection
  • Measuring Direct Merchandising Open Rates CTR ASP Subject Line Deal /Product offered Product Selection
  • eBay Marketing Priorities Build Relevance IPL eBay Style Diva Social Media Internet Marketing: SEM, SEO Quality Acquisition Strategic Partners Portals Onsite Marketing Enhance Experience Direct Mailers Merchandising
  • Be where your TG is: Cricket Facebook App Viral Videos Top Buyer Parties IPL Microsite Banners PR Buy on Phone DMs
  • Be where your TG is: Bollywood & Style Diva
    • An online poll within our user community to identify Bollywoods most popular Diva
    • Our Community Chose From…
      • Bipasha Basu
      • Priyanka Chopra
      • Kareena Kapoor
    • Two step process
      • Buy lifestyle Products
      • Vote for your Style Diva
    • The Poll ran for 45 days
    Objective Connect better with the youthful online user using elements of mainstream culture Build Relevance
  • Be where your TG is: Social Media Build Relevance 1 2 But the basics don’t change - Listen to your consumers - Engage with them; don’t talk down with them - Act on feedback http://twitter.com/ebayindia http://www.facebook.com/eBay
  • Thanks For Your Time