Monsoon v3

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Kenneth Cheung

Tecnología

Multi-channel digital marketing Ken Cheung – Head of Affiliate Marketing

Building trust We are eBay’s European agency for trust. We are currently running campaigns in the UK and Germany.

Back to basics Find the right audience Convert them to customers Retain their loyalty

Affiliate Other Media Email SEO (organic ranking) Find PR/ social SEO (links) PPC CRO Usability SEO (onsite/tech) Convert Sales/ display re-targeting/CRM Retain

Incremental sales 5 Channels 2 channels ‘Pure’

Multi-channel de-duplication Make this shrink Stop double paying for marketing Attribute sales correctly

Some numbers Client X £5 mil 2010, 10% of all sale, 12.29 ROI Anticipate £7.3 mil 2011 Client Y £850k, 8% of all sales online, 11.05 ROI Anticipate £1.5mil 2011 Client Z £184k, 5% of all sales online, 3.38 ROI Anticipate £251k 2011

Google give you a blue print of content creation Google responds to how users search and use the web

Quick Win – submit product feed to Google

Quick Win – Product level optimisation Bid on exact match to ‘Elver’ Create ‘Maxi dress’ category Alter title tag (SEO) Alter meta description

Don’t forget how Google reads your site… Is two sets of keywords enough? Alt tag, anchor text Oopse, typo… is this keyword optimised? URL structure, could we look at some sort of ‘URL cleaner’?

Or what the user sees Enough content for SEO? Enough content for my decision making? Shipping options? Lots of empty inventory…USPs? More photos? Close up of fabric? Photo quality? Schway? Coull? Details?

Should Social site with PR, Marketing or Customer Service?

Marketing on the move Working with Wagamama Created new online and mobile services and experiences £1m of mobile sales 2010

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Monsoon v3

1. Multi-channel digital marketing Ken Cheung – Head of Affiliate Marketing

4. Building trust We are eBay’s European agency for trust. We are currently running campaigns in the UK and Germany.

5. Back to basics Find the right audience Convert them to customers Retain their loyalty

6. Affiliate Other Media Email SEO (organic ranking) Find PR/ social SEO (links) PPC CRO Usability SEO (onsite/tech) Convert Sales/ display re-targeting/CRM Retain

7. Incremental sales 5 Channels 2 channels ‘Pure’

8. Multi-channel de-duplication Make this shrink Stop double paying for marketing Attribute sales correctly

9. Affiliate Other Media Email SEO (organic ranking) Find PR/ social SEO (links) PPC CRO Usability SEO (onsite/tech) Convert Sales/ display re-targeting/CRM Retain

10.

11. Some numbers Client X £5 mil 2010, 10% of all sale, 12.29 ROI Anticipate £7.3 mil 2011 Client Y £850k, 8% of all sales online, 11.05 ROI Anticipate £1.5mil 2011 Client Z £184k, 5% of all sales online, 3.38 ROI Anticipate £251k 2011

12. Affiliate Other Media Email SEO (organic ranking) Find PR/ social SEO (links) PPC CRO Usability SEO (onsite/tech) Convert Sales/ display re-targeting/CRM Retain

13. Google give you a blue print of content creation Google responds to how users search and use the web

14. Quick Win – submit product feed to Google

15. Quick Win – Product level optimisation Bid on exact match to ‘Elver’ Create ‘Maxi dress’ category Alter title tag (SEO) Alter meta description

16. Don’t forget how Google reads your site… Is two sets of keywords enough? Alt tag, anchor text Oopse, typo… is this keyword optimised? URL structure, could we look at some sort of ‘URL cleaner’?

17. Or what the user sees Enough content for SEO? Enough content for my decision making? Shipping options? Lots of empty inventory…USPs? More photos? Close up of fabric? Photo quality? Schway? Coull? Details?

18.

19. Affiliate Other Media Email SEO (organic ranking) Find PR/ social SEO (links) PPC CRO Usability SEO (onsite/tech) Convert Sales/ display re-targeting/CRM Retain

20. Your customers are brand advocates, lets encourage this

21. Should Social site with PR, Marketing or Customer Service?

22. All this helps marketing 10% => 90%

23. Marketing on the move Working with Wagamama Created new online and mobile services and experiences £1m of mobile sales 2010

24.

25. Display as CRM

26. Working in Harmony

27. Live digitally in 3 steps