Transcript eBay Marketing - 24 Frames Digital

Optimizing Digital Marketing Channels
Kashyap Vadapalli
eBay India
Digital Marketing –
The Basic Rules of Marketing Apply to the Digital World Too
Segmentation : Helps Identify Source of Business Gain
Geographic
Behavioral
Psychographic
Demographic
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
Be Relevant : Increases mind-space
eBay Target Audience
Positioning
eBay is a fun marketplace that connects
people who love it for the abundant variety
and great deals that it offers
Target
Primary user : Young (18 – 45 years old )
internet user. Largely male
Benefits
Personality
Voice
Emotional: Having fun , Successful, Thrill
of winning
Rational: Great Deals, Lots of Choice,
Safe
Fun Loving & Vibrant
Innovative ,Confident
Confident, Optimistic, Honest, Having fun
Digital Marketing Channels
eBay Marketing : Strategic Pillars
Quality Acquisition
Internet Marketing:
SEM, SEO
Enhance Experience
Onsite Marketing
Build Relevance
IPL
Strategic Partners
Direct Mailers &
Coupons
eBay Style Diva
Portals
Merchandising
Social Media
eBay Marketing : Strategic Pillars
Quality Acquisition
Enhance Experience
Build Relevance
Internet Marketing:
SEM, SEO
Onsite Marketing
Strategic Partners
Direct Mailers
eBay Style Diva
Portals
Merchandising
Social Media
IPL
Quality Acquisition : Internet Marketing
Portals
Natural &
Paid Search
Partnerships
Social
Media
Channels
of IM
Onsite
Marketing
Direct
Marketing
Mobile
Quality Acquisition
Search
Search Marketing
Paid
Natural
Algorithmic or “free” search
that works on page relevancy
“Paid Placements”
bidding for keyword listing
placement
Natural
Paid
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
Quality Acquisition
Strategic Partnerships
Mutually beneficial partnerships
Helps eBay obtain quality users
Benefits partners’ customers as they get exclusive deals
Quality Acquisition
Portals & Banners
Portals
High reach
Niche sites/Ad Networks
Ability to target better
eBay Marketing Priorities
Quality Acquisition
Internet Marketing:
SEM, SEO
Enhance Experience
Onsite Marketing
Build Relevance
IPL
Strategic Partners
Direct Mailers &
Coupons
eBay Style Diva
Portals
Merchandising
Social Media
Enhance Experience
Onsite Marketing: Same principles as retail
Deals Loss Leader in first fold–
Marquee Store
High margin products in second fold
Optimize shelf-space to
1.
Drive consumer perception
2.
Business metrics (registrations, new user / existing user engagement
Enhance Experience
Segmentation
Visitor Page : Deals, Safety
messaging
Seller Page : Marketplace messaging,
Listings MIS
Customized content for different types of users basis user needs
Enhance Experience
Direct Marketing
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
Measuring Onsite Merchandising
Impressions
CTR
Aesthetics of
the Creative
Clicks
Buy
BTR
Deal offered
Value
ASP
Product
Selection
Measuring Direct Merchandising
Sent
Open Rates
Subject Line
Opened
CTR
Deal /Product
offered
Clicks
ASP
Product
Selection
Value
eBay Marketing Priorities
Quality Acquisition
Enhance Experience
Build Relevance
Internet Marketing:
SEM, SEO
Onsite Marketing
Strategic Partners
Direct Mailers
eBay Style Diva
Portals
Merchandising
Social Media
IPL
Be where your TG is: Cricket
PR
Buy on
Phone
DMs
Banners
IPL Microsite
Top Buyer Parties
Viral
Videos
Facebook
App
Build Relevance
Be where your TG is: Bollywood & Style Diva
Objective
Connect better with the youthful online user using
elements of mainstream culture
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
Build Relevance
Be where your TG is: Social Media
2
1
http://twitter.com/ebayindia
But the basics don’t change
- Listen to your consumers
- Engage with them; don’t talk down with them
- Act on feedback
http://www.facebook.com/eBay
Thanks For Your Time