Kharkov +38 (057) 752-54-62 Kiev +38 (044) 201-10-21 Almaty +7 707 125-25-26 Moscow +7 495 979-98-54 Lincoln +44 (0203)

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Presentation transcript:

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Online marketing for eCommerce & global startups: strategy planning and deployment Roman Viliavin Vice CEO Promodo

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203)  Online marketing channels: brief introduction  Pros and cons of different marketing strategies  Types of projects: how do they earn money and marketing techniques limitations  Ecommerce promotion strategies: from competitors analysis to marketing ROI calculation  Comfy.ua case-study (both from business & marketing standpoints) Today agenda

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) employees in 5 offices, ~25% digital market share in Ukraine About Promodo

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Too much choice

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Organic Search (SEO)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Pay Per Click (PPC)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) No ads, no competition

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Facebook Ads

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Display ads

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Online marketing channels ChannelWhat forProsCons PPC search, comparison shopp. sales predictable, scalable, traceable stopping PPC means stopping sales PPC display (GDN) brands awareness easy to setup and target, remarketing many top-level sites have no Adsense FB targeted adssales, viral buzz social-demographics targeting, remarket. no “buying mode”, lots of mobile users Display adsbrand awareness access to top-notch exclusive audience much more expensive, time consuming SMM loyalty, brand ambassadors creation direct P2P and viral communication requires superior & executive attention

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Online marketing channels ChannelWhat forProsCons SEOsales mostly the cheapest traffic source for sales hard to predict, depends on SEs marketing repeat sales & LTV improvement super cheap, flexible trigger options needs solid base of clients with data Affiliate marketingsales guaranteed level of CPA hard to recruit affiliates, cheating Online PR brand awareness, SEO authority site & business authority growth time & efforts consuming UX/Conversion rates optimization internal business effectiveness helps to skyrocket sales at small costs requires traffic (something to convert)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) There’s no “one fits all” solution

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) eCommerce

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) SaaS

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Mixed Model

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Mixed Model (sales & ads)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) When do they earn money?

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Let’s have a short break

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Competitors analysis tools

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Competitors analysis tools

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Adjarabet.com backlinks

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Adjarabet.com backlinks

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) SimilarWeb: Myvideo.ge vs Iptv.ge

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Adjarabet internal traffic

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Adjarabet internal traffic

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Strategy & Budgeting

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Tracking results

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Multichannel world

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Assisted conversions

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Conversion paths

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Key facts: - Within top 3 in Ukraine - 82 offline stores items in stock

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203)  Internal team misbalance & authority issues (IT, copywriting, marketing)  ROI & Financial tracking issues  Insufficient internal expertise As a result – high Customer Acquisition Costs, insufficient volume. Comfy.ua case-study

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Conversion quick fixes: before

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203)

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) % conversion rate

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) PPC accounts fresh start

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) First month results

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) After 3 months

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) The bottom line

Kharkov +38 (057) Kiev +38 (044) Almaty Moscow Lincoln +44 (0203) Questions? Roman Viliavin,