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    1. 1. Optimizing Digital Marketing Channels <ul><li>Kashyap Vadapalli </li></ul><ul><li>eBay India </li></ul>
    2. 2. Digital Marketing – The Basic Rules of Marketing Apply to the Digital World Too
    3. 3. Segmentation : Helps Identify Source of Business Gain Geographic Demographic Psychographic Behavioral
    4. 4. 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
    5. 5. 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
    6. 6. Digital Marketing Channels
    7. 7. 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
    8. 8. 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
    9. 9. Quality Acquisition : Internet Marketing Mobile Natural & Paid Search Partnerships Direct Marketing Social Media Portals Channels of IM Onsite Marketing
    10. 10. 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
    11. 11. Paid Search <ul><li>High Conversion rate </li></ul><ul><li>Cost Effective </li></ul><ul><li>Right Targeting </li></ul>Helps you be present where your customer is & at the time he needs your product (Pull) Quality Acquisition
    12. 12. Strategic Partnerships Quality Acquisition <ul><ul><li>Mutually beneficial partnerships </li></ul></ul><ul><ul><li>Helps eBay obtain quality users </li></ul></ul><ul><ul><li>Benefits partners’ customers as they get exclusive deals </li></ul></ul>
    13. 13. Portals & Banners High reach Ability to target better Portals Niche sites/Ad Networks Quality Acquisition
    14. 14. 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
    15. 15. Onsite Marketing: Same principles as retail <ul><ul><li>Optimize shelf-space to </li></ul></ul><ul><ul><li>Drive consumer perception </li></ul></ul><ul><ul><li>Business metrics (registrations, new user / existing user engagement </li></ul></ul>Deals Loss Leader in first fold– Marquee Store Enhance Experience High margin products in second fold
    16. 16. Segmentation <ul><ul><li>Customized content for different types of users basis user needs </li></ul></ul>Visitor Page : Deals, Safety messaging Seller Page : Marketplace messaging, Listings MIS Enhance Experience
    17. 17. Direct Marketing <ul><ul><li>Customized content for different types of users basis past behavior </li></ul></ul><ul><ul><li>Scientific usage of coupons and discount vouchers to maximise loyalty </li></ul></ul><ul><ul><li>Communication to sellers on new features and promotions </li></ul></ul>Enhance Experience
    18. 18. Measuring Onsite Merchandising CTR BTR ASP Aesthetics of the Creative Deal offered Product Selection
    19. 19. Measuring Direct Merchandising Open Rates CTR ASP Subject Line Deal /Product offered Product Selection
    20. 20. 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
    21. 21. Be where your TG is: Cricket Facebook App Viral Videos Top Buyer Parties IPL Microsite Banners PR Buy on Phone DMs
    22. 22. Be where your TG is: Bollywood & Style Diva <ul><li>An online poll within our user community to identify Bollywoods most popular Diva </li></ul><ul><li>Our Community Chose From… </li></ul><ul><ul><li>Bipasha Basu </li></ul></ul><ul><ul><li>Priyanka Chopra </li></ul></ul><ul><ul><li>Kareena Kapoor </li></ul></ul><ul><li>Two step process </li></ul><ul><ul><li>Buy lifestyle Products </li></ul></ul><ul><ul><li>Vote for your Style Diva </li></ul></ul><ul><li>The Poll ran for 45 days </li></ul>Objective Connect better with the youthful online user using elements of mainstream culture Build Relevance
    23. 23. 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
    24. 24. Thanks For Your Time

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