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© 2012 eBay Inc. All rights reserved. Not approved for external distribution. Confidential
eBay ADVERTISINGMultichannel Marketing – eBay 2012
eBay in a nutshell...
210 million objects available at any time on eBay
96 million users in the
world
11.7 bn$ revenue in 2011
Presence in 39 countries
7 millions of new products listed
every day on the platform
5 500 available product categories
60% of sales on Fixed Price format
$2 000 spent on eBay every second
40% of sales on Auction format
We come from a world where offline and online Sales & Marketing are 2 distinct universes
Build awareness and
drive consideration
Drive sales
Instill purchase
intent
Offline Marketing
Online Marketing
Drive offline sales
Drive online sales
Consumer purchase funnel
94% of global
commerce
6% of global
commerce
Offline and online boundaries are blurring and online behaviors now influence a lot offline purchases
82% of consumers said they actually prefer to purchase items offline1
43% of shoppers conduct some form of online research before making a purchase on stores2
1. Forrester Research - 2011
2. Ginger – Smart Shopping Survey / Jun 2011
Online channels, and especially eBay, are extremely relevant when it comes to driving offline purchase intent
Case study: Showcase eBay Advertising contribution to a multichannel promotional campaign
Context:
• Leclerc (major French retailer) runs 2 national promotional operations annually called Big Bang
• National offline media plan (Radio / Outdoor / Press)
• Goal is driving traffic to stores and incremental revenue
Mechanism:
• Test markets (5 mid-size FR cities) where Marketing Scan is having online panelists
• Leclerc ads on eBay in the 5 cities (Zip code targeting)
• Observation of household panel’s behaviors in stores thanks to loyalty card tracking
Criteria of performance measurement
Retailer revenues
Loyal clients revenues
Occasional clients revenues+
Average basketFrequency of
purchasex Average basketFrequency of
purchasex
Promo campaign target
The on-eBay component of the media plan was a key success factor of this multichannel campaign
Retailer revenues
Loyal clients
revenues
Occasional clients
revenues+
Average basket
Frequency of purchasex
Average basket
Frequency of
purchasex
107115
Leclerc’s occasional clients spending
+8
Index 100 is based on prior to test consumption
+12%
of visits in stores for clients exposed to offline + eBay campaign vs. exposed to offline campaign only
FOLLOW UP
For more information contact:
Yann DepoysTelephone: +33 1 78 40 41 28Email: [email protected]
Adi KornfeldTelephone: +43 (0)676 836 08 807Email: [email protected]