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