Multi-channel digital marketing
Ken Cheung – Head of Affiliate Marketing
Building trust
We are eBay’s European agency for trust.
We are currently running campaigns in the UK and Germany.
Back to basics
Find the right audience
Convert them to customers
Retain their loyalty
Find
Convert
Retain
SEO (links) PPC
AffiliateSEO
(organic ranking)
PR/ social
CROUsability
SEO (onsite/tech)
Sales/ display re-targeting/CRM
Other Media
Incremental sales
PPC
Display
AffiliateOffline
Social media
‘Pure’2 channels5 Channels
Multi-channel de-duplication
Make this shrink
Stop double paying for marketing
Attribute sales correctly
Find
Convert
Retain
SEO (links) PPC
AffiliateSEO
(organic ranking)
PR/ social
CROUsability
SEO (onsite/tech)
Sales/ display re-targeting/CRM
Other Media
Some numbers
Client X– £5 mil 2010, 10% of all sale, 12.29 ROI– Anticipate £7.3 mil 2011
Client Y– £850k, 8% of all sales online, 11.05 ROI– Anticipate £1.5mil 2011
Client Z – £184k, 5% of all sales online, 3.38 ROI– Anticipate £251k 2011
Find
Convert
Retain
SEO (links) PPC
AffiliateSEO
(organic ranking)
PR/ social
CROUsability
SEO (onsite/tech)
Sales/ display re-targeting/CRM
Other Media
Google give you a blue print of content creation
Google responds to how users search and use the web
Quick Win – submit product feed to Google
Quick Win – Product level optimisation
Bid on exact match to ‘Elver’Create ‘Maxi dress’ category
Alter title tag (SEO)Alter meta description
Don’t forget how Google reads your site…
Is two sets of keywords enough?
Oopse, typo… is this keyword optimised?
Alt tag, anchor text
URL structure, could we look at some sort of ‘URL cleaner’?
Or what the user sees
Lots of empty inventory…USPs?More photos? Close up of fabric?
Enough content for SEO?Enough content for my decision making?Shipping options?
Photo quality? Schway? Coull?Details?
Find
Convert
Retain
SEO (links) PPC
AffiliateSEO
(organic ranking)
PR/ social
CROUsability
SEO (onsite/tech)
Sales/ display re-targeting/CRM
Other Media
Your customers are brand advocates, lets encourage this
Should Social site with PR, Marketing or Customer Service?
All this helps marketing
10% => 90%
Marketing on the move
Working with Wagamama
Created new online and mobile services and experiences
£1m of mobile sales 2010
Display as CRM
Working in Harmony
Live digitally in 3 steps
Time
Value
Core proposition &optimisation
Extension to newchannels & experiences
Brand and businessleadership
Horizon 1
Horizon 2
Horizon 3