Lovehoney - The things we do for love (honey)

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Tecnología Empresariales

The Things We Do For Love (honey)
Brighton Digital Marketing Festival

September 2012
@mattycurry

WARNING

(but not too rude for 9:30 on a Wednesday morning)

Love is Blind

(or at least
partially-sighted)

Ridiculously Average Guy

“It’s great how they just lay the toys out -
you want dildos & they’re right there.”

“I went on your site and it was like
BANG! DILDO! so I turned off the
computer”

Free Enlighteneds

Tepid
Explorers

Unsatisfied Traditionalists

Love Comes In Many Forms

Tepid
Explorers

Free Enlighteneds

Categories
&
Products
Internal
Channel &
Search
Keyword
History

User
Segment

PPC – Vibrators “silver
“sex toys” - Bullets bullet”

Explorer Ranking 2

Organic – Bondage - “spreader
“bsdm toys” Restraints bar”

Explorer Ranking 4

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

CLICK ME CLICK ME

AAA/BBB
MVT AA/BB/CC
Bakeoff

I AM TIRED OF
CHASING AN
ALGORITHM

THE END
OF LOVE

• http://www.lovehoney.co.uk/offers/

• BDMF2012 for 15% off!

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1. The Things We Do For Love (honey) Brighton Digital Marketing Festival September 2012 @mattycurry

2.

3. WARNING (but not too rude for 9:30 on a Wednesday morning)

4.

5.

6. Love is Blind (or at least partially-sighted)

7. Ridiculously Average Guy

8.

9.

10.

11. “It’s great how they just lay the toys out - you want dildos & they’re right there.” “I went on your site and it was like BANG! DILDO! so I turned off the computer”

12. Free Enlighteneds Tepid Explorers Unsatisfied Traditionalists

13. Love Comes In Many Forms

14. Tepid Explorers Free Enlighteneds

15. Categories & Products Internal Channel & Search Keyword History User Segment

16. PPC – Vibrators “silver “sex toys” - Bullets bullet” Explorer Ranking 2 Organic – Bondage - “spreader “bsdm toys” Restraints bar” Explorer Ranking 4

17.

18.

19.

20.

21. Feature Highlight Lovehoney-brand products as the “flagship” items in a category Recommend Introduces the rich ratings & review content on the site, whilst promoting known-converters. Educate Gets visitors into the Lovehoney mindset, whilst educating the customer about common issues.

22.

23.

24. CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME CLICK ME

25. AAA/BBB MVT AA/BB/CC Bakeoff

26.

27.

28.

29.

30.

31.

32.

33. I AM TIRED OF CHASING AN ALGORITHM

34.

35.

36.

37. Brand Traffic Non-Brand Traffic

38.

39.

40.

41. THE END OF LOVE

42. • http://www.lovehoney.co.uk/offers/ • BDMF2012 for 15% off!

Notas del editor

Going to the ed fringe, conference season, long rambling narratives – lucky, lucky audience
Age / Postcode / Gender / IncomeWilmslow
Remember that segments change over time