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 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 Emotional: Having fun, Successful, Thrill of winning Rational: Great Deals, Lots of Choice, Safe Personality Fun Loving & Vibrant Innovative,Confident VoiceConfident, 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 Partnerships Quality 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 ImpressionsClicksBuyValue CTRBTRASP Aesthetics of the Creative Deal offered Product Selection

Measuring Direct Merchandising Sent Opened ClicksValue Open RatesCTRASP 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 Parties IPL 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 Objective Connect better with the youthful online user using elements of mainstream culture Build Relevance

Be where your TG is: Social Media Build 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

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