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

Email

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

Email

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

Email

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

Email

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