Monsoon v3

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Text of Monsoon v3

  • 1. Multi-channel digital marketing
    Ken Cheung Head of Affiliate Marketing
  • 2.
  • 3.
  • 4. Building trust
    We are eBays European agency for trust.
    We are currently running campaigns in the UK and Germany.
  • 5. Back to basics
    Find the right audience
    Convert them to customers
    Retain their loyalty
  • 6. Affiliate
    Other Media
    Email
    SEO (organic ranking)
    Find
    PR/ social
    SEO (links)
    PPC
    CRO
    Usability
    SEO (onsite/tech)
    Convert
    Sales/ display re-targeting/CRM
    Retain
  • 7. Incremental sales
    5 Channels
    2 channels
    Pure
  • 8. Multi-channel de-duplication
    Make this shrink
    Stop double paying for marketing
    Attribute sales correctly
  • 9. Affiliate
    Other Media
    Email
    SEO (organic ranking)
    Find
    PR/ social
    SEO (links)
    PPC
    CRO
    Usability
    SEO (onsite/tech)
    Convert
    Sales/ display re-targeting/CRM
    Retain
  • 10.
  • 11. 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
  • 12. Affiliate
    Other Media
    Email
    SEO (organic ranking)
    Find
    PR/ social
    SEO (links)
    PPC
    CRO
    Usability
    SEO (onsite/tech)
    Convert
    Sales/ display re-targeting/CRM
    Retain
  • 13. Google give you a blue print of content creation
    Google responds to how users search and use the web
  • 14. Quick Win submit product feed to Google
  • 15. Quick Win Product level optimisation
    Bid on exact match to Elver
    Create Maxi dress category
    Alter title tag (SEO)
    Alter meta description
  • 16. Dont forget how Google reads your site
    Is two sets of keywords enough?
    Alt tag, anchor text
    Oopse, typo is this keyword optimised?
    URL structure, could we look at some sort of URL cleaner?
  • 17. Or what the user sees
    Enough content for SEO?
    Enough content for my decision making?
    Shipping options?
    Lots of empty inventoryUSPs?
    More photos? Close up of fabric?
    Photo quality?
    Schway? Coull?
    Details?
  • 18.
  • 19. Affiliate
    Other Media
    Email
    SEO (organic ranking)
    Find
    PR/ social
    SEO (links)
    PPC
    CRO
    Usability
    SEO (onsite/tech)
    Convert
    Sales/ display re-targeting/CRM
    Retain
  • 20. Your customers are brand advocates, lets encourage this
  • 21. Should Social site with PR, Marketing or Customer Service?
  • 22. All this helps marketing
    10% => 90%
  • 23. Marketing on the move
    Working with Wagamama
    Created new online and mobile services and experiences
    1m of mobile sales 2010
  • 24.
  • 25. Display as CRM
  • 26. Working in Harmony
  • 27. Live digitally in 3 steps