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

PositioningeBay is a fun marketplace that connects people who love it for the abundant variety and great deals that it offers

TargetPrimary 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

PersonalityFun Loving & Vibrant

Innovative ,Confident

Voice Confident, 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 PartnershipsQuality 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

CTR BTR ASP

Aesthetics of the Creative

Deal offered Product Selection

Measuring Direct Merchandising

Open Rates CTR ASP

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 PartiesIPL 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

ObjectiveConnect better with the youthful online user using elements of mainstream culture

Build Relevance

Be where your TG is: Social MediaBuild 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

http://twitter.com/ebayindia http://www.facebook.com/eBay

Thanks For Your Time