SAScon Market Focus – Retail - Paul Cooper

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  • The Strategy Segmentation (Take segments & split into multiple sub segments) Understand Audience Who, Where, Market size Share – who has what share of what segments Growth - Identify where it is Motivators – why do/will they buy Why are they / are they not ...buying from DFS and who are they buying from Target Use Segmentation + Split into sub segments Have identified at least 20 How we will target media to segments – BECKY - Pete talk about how we ensure targeting via search – at KW level Personalisation Use messaging to tackle individual requirements/issue each segment Use sequential messaging Key is to Start a dialogue and continue one Needs to play out through all media channels and on website Today is to show you how it can flow through all online channels Pete talk about tailored messaging in search to tee up his section Becky – talk about how we are already seeing great results doing this in Facebook Website is your issue – have assumed as per conversation this will be done (with our help)Increase CL & Quality Segments – up to where they should beGrow past offline market share of segmentsWhere will growth come fromTake right share of segments not already gettingIncrease share from segments
  • SAScon Market Focus – Retail - Paul Cooper

    1. 1. 1<br />‘Turning Share of voice into Share of traffic’<br />Paul Cooper, Thursday 19th 2011<br />
    2. 2. 2<br />Who am I? – Paul Cooper<br /><ul><li> 14 Years in Interactive Industry
    3. 3. Thesis on Interactive Marketing
    4. 4. From Launching Barclay-Square in 1998
    5. 5. Through Setting up Interactive TV at ITV
    6. 6. Building Brilliant Interactive into the 10th Largest Digital Agency</li></li></ul><li>HOW CAN RETAILERS TURN SHARE OF VOICE……<br />
    7. 7. …INTO SHARE OF TRAFFIC??<br />
    8. 8. OLD PRINCIPLES STILL APPLY!<br />However…….<br />Media Consumption Changes<br />How we work, live & Play Changes<br />Technology Changes<br />
    9. 9. 6<br />
    10. 10.
    11. 11. 8<br />
    12. 12. 9<br />Connectors<br />Drivers<br />Purchase<br />
    13. 13. 80% Volume comes from Generics<br />Messaging targeted to Keyword & Audience<br /><ul><li> PPC & Organic Listings</li></ul>Quality Seekers<br />Urgent & Price Sensitive<br />Convenience <br />Shoppers<br />Bargain Hunters<br />Location based keywords<br />Credit Fans<br /><ul><li>Google Places
    14. 14. Organic Listings
    15. 15. PPC Location Extensions</li></ul>Price <br />related keywords<br /><ul><li> Google Products
    16. 16. Organic Listings
    17. 17. PPC Product Extensions</li></ul>Generics<br />Messaging targets all segments<br /><ul><li> PPC Site Links
    18. 18. Organic Listings</li></li></ul><li>
    19. 19.
    20. 20. 13<br />Connectors<br />Drivers<br />Purchase<br />
    21. 21. 14<br />Summary<br /><ul><li> Internet has tools to deliver personalisation
    22. 22. Key to increasing SOT & market share
    23. 23. Utilising all assets on page crucial to delivery
    24. 24. Search needs to be tailored to work with other media</li></li></ul><li>15<br />Questions<br />

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