1. www.promodo.com contact@promodo.com 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) 137-66-81 Online marketing for eCommerce & global startups: strategy planning and deployment Roman Viliavin Vice CEO Promodo

2. www.promodo.com contact@promodo.com 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) 137-66-81  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

3. www.promodo.com contact@promodo.com 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) 137-66-81 120+ employees in 5 offices, ~25% digital market share in Ukraine About Promodo

4. www.promodo.com contact@promodo.com 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) 137-66-81 Too much choice

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7. www.promodo.com contact@promodo.com 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) 137-66-81 No ads, no competition

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9. www.promodo.com contact@promodo.com 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) 137-66-81 Display ads

10. www.promodo.com contact@promodo.com 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) 137-66-81 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

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15. www.promodo.com contact@promodo.com 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) 137-66-81 Mixed Model

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17. www.promodo.com contact@promodo.com 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) 137-66-81 When do they earn money?

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27. www.promodo.com contact@promodo.com 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) 137-66-81 Tracking results

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31. www.promodo.com contact@promodo.com 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) 137-66-81

32. www.promodo.com contact@promodo.com 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) 137-66-81 Key facts: - Within top 3 in Ukraine - 82 offline stores - 10.000+ items in stock

33. www.promodo.com contact@promodo.com 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) 137-66-81  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

34. www.promodo.com contact@promodo.com 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) 137-66-81 Conversion quick fixes: before

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36. www.promodo.com contact@promodo.com 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) 137-66-81 +131% conversion rate

37. www.promodo.com contact@promodo.com 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) 137-66-81 PPC accounts fresh start

38. www.promodo.com contact@promodo.com 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) 137-66-81 First month results

39. www.promodo.com contact@promodo.com 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) 137-66-81 After 3 months

40. www.promodo.com contact@promodo.com 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) 137-66-81 The bottom line

41. www.promodo.com contact@promodo.com 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) 137-66-81 Questions? Roman Viliavin, roman@promodo.comroman@promodo.com