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Optimizing Digital Marketing Channels

Kashyap Vadapalli eBay India. Optimizing Digital Marketing Channels. Digital Marketing – The Basic Rules of Marketing Apply to the Digital World Too. Segmentation : Helps Identify Source of Business Gain. Geographic. Behavioral. Psychographic. Demographic.

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Optimizing Digital Marketing Channels

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  1. Kashyap Vadapalli eBay India Optimizing Digital Marketing Channels

  2. Digital Marketing – The Basic Rules of Marketing Apply to the Digital World Too

  3. Segmentation : Helps Identify Source of Business Gain Geographic Behavioral Psychographic Demographic

  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. Be Relevant : Increases mind-space

  6. Digital Marketing Channels

  7. Build Relevance Quality Acquisition Enhance Experience Internet Marketing: SEM, SEO IPL Onsite Marketing Strategic Partners eBay Style Diva Direct Mailers & Coupons Portals Merchandising Social Media eBay Marketing : Strategic Pillars

  8. Build Relevance Quality Acquisition Enhance Experience Internet Marketing: SEM, SEO IPL Onsite Marketing Strategic Partners eBay Style Diva Direct Mailers Portals Merchandising Social Media eBay Marketing : Strategic Pillars

  9. Quality Acquisition : Internet Marketing Portals Natural & Paid Search Partnerships Channels of IM Social Media Direct Marketing Onsite Marketing Mobile

  10. Natural Paid Quality Acquisition Search Search Marketing Paid Natural “Paid Placements” bidding for keyword listing placement Algorithmic or “free” search that works on page relevancy

  11. Quality Acquisition Paid Search Helps you be present where your customer is & at the time he needs your product (Pull) • High Conversion rate • Cost Effective • Right Targeting

  12. Quality Acquisition Strategic Partnerships • Mutually beneficial partnerships • Helps eBay obtain quality users • Benefits partners’ customers as they get exclusive deals

  13. Quality Acquisition Portals & Banners Portals High reach Niche sites/Ad Networks Ability to target better

  14. Build Relevance Enhance Experience IPL Onsite Marketing eBay Style Diva Direct Mailers & Coupons Merchandising Social Media eBay Marketing Priorities Quality Acquisition Internet Marketing: SEM, SEO Strategic Partners Portals

  15. Enhance Experience Onsite Marketing: Same principles as retail High margin products in second fold Deals Loss Leader in first fold– Marquee Store • Optimize shelf-space to • Drive consumer perception • Business metrics (registrations, new user / existing user engagement

  16. Enhance Experience Segmentation Visitor Page : Deals, Safety messaging Seller Page : Marketplace messaging, Listings MIS Customized content for different types of users basis user needs

  17. 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 Direct Marketing

  18. Measuring Onsite Merchandising CTR BTR ASP Aesthetics of the Creative Deal offered Product Selection

  19. Measuring Direct Merchandising Open Rates CTR ASP Subject Line Deal /Product offered Product Selection

  20. Build Relevance Quality Acquisition Enhance Experience Internet Marketing: SEM, SEO IPL Onsite Marketing Strategic Partners eBay Style Diva Direct Mailers Portals Merchandising Social Media eBay Marketing Priorities

  21. Be where your TG is: Cricket PR Buy on Phone DMs Banners IPL Microsite Top Buyer Parties Viral Videos Facebook App

  22. Build Relevance 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

  23. Build Relevance Be where your TG is: Social Media 2 1 http://twitter.com/ebayindia http://www.facebook.com/eBay But the basics don’t change - Listen to your consumers - Engage with them; don’t talk down with them - Act on feedback

  24. Thanks For Your Time

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