Monsoon v3

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Monsoon v3

  1. 1. Multi-channel digital marketing<br />Ken Cheung – Head of Affiliate Marketing<br />
  2. 2.
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  4. 4. Building trust<br />We are eBay’s European agency for trust.<br />We are currently running campaigns in the UK and Germany.<br />
  5. 5. Back to basics<br />Find the right audience<br />Convert them to customers<br />Retain their loyalty<br />
  6. 6. Affiliate<br />Other Media<br />Email<br />SEO (organic ranking)<br />Find<br />PR/ social<br />SEO (links)<br />PPC<br />CRO<br />Usability<br />SEO (onsite/tech)<br />Convert<br />Sales/ display re-targeting/CRM<br />Retain<br />
  7. 7. Incremental sales<br />5 Channels<br />2 channels<br />‘Pure’<br />
  8. 8. Multi-channel de-duplication<br />Make this shrink<br />Stop double paying for marketing<br />Attribute sales correctly<br />
  9. 9. Affiliate<br />Other Media<br />Email<br />SEO (organic ranking)<br />Find<br />PR/ social<br />SEO (links)<br />PPC<br />CRO<br />Usability<br />SEO (onsite/tech)<br />Convert<br />Sales/ display re-targeting/CRM<br />Retain<br />
  10. 10.
  11. 11. Some numbers<br />Client X<br />£5 mil 2010, 10% of all sale, 12.29 ROI<br />Anticipate £7.3 mil 2011<br />Client Y<br />£850k, 8% of all sales online, 11.05 ROI<br />Anticipate £1.5mil 2011<br />Client Z <br />£184k, 5% of all sales online, 3.38 ROI<br />Anticipate £251k 2011<br />
  12. 12. Affiliate<br />Other Media<br />Email<br />SEO (organic ranking)<br />Find<br />PR/ social<br />SEO (links)<br />PPC<br />CRO<br />Usability<br />SEO (onsite/tech)<br />Convert<br />Sales/ display re-targeting/CRM<br />Retain<br />
  13. 13. Google give you a blue print of content creation<br />Google responds to how users search and use the web<br />
  14. 14. Quick Win – submit product feed to Google<br />
  15. 15. Quick Win – Product level optimisation<br />Bid on exact match to ‘Elver’<br />Create ‘Maxi dress’ category<br />Alter title tag (SEO)<br />Alter meta description<br />
  16. 16. Don’t forget how Google reads your site…<br />Is two sets of keywords enough?<br />Alt tag, anchor text<br />Oopse, typo… is this keyword optimised?<br />URL structure, could we look at some sort of ‘URL cleaner’?<br />
  17. 17. Or what the user sees<br />Enough content for SEO?<br />Enough content for my decision making?<br />Shipping options?<br />Lots of empty inventory…USPs?<br />More photos? Close up of fabric?<br />Photo quality? <br />Schway? Coull?<br />Details?<br />
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  19. 19. Affiliate<br />Other Media<br />Email<br />SEO (organic ranking)<br />Find<br />PR/ social<br />SEO (links)<br />PPC<br />CRO<br />Usability<br />SEO (onsite/tech)<br />Convert<br />Sales/ display re-targeting/CRM<br />Retain<br />
  20. 20. Your customers are brand advocates, lets encourage this<br />
  21. 21. Should Social site with PR, Marketing or Customer Service?<br />
  22. 22. All this helps marketing<br />10% => 90%<br />
  23. 23. Marketing on the move<br />Working with Wagamama<br />Created new online and mobile services and experiences<br />£1m of mobile sales 2010<br />
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  25. 25. Display as CRM<br />
  26. 26. Working in Harmony<br />
  27. 27. Live digitally in 3 steps<br />

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