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SAScon Market Focus – Retail - Paul Cooper
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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
  • Transcript

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