close

Вход

Забыли?

вход по аккаунту

?

How to Build a Robust Holiday Search Marketing Plan: 3 - NetElixir

код для вставки
How to Build a Robust Holiday Search Marketing
Plan: 3 Actionable Strategies
1
About NetElixir University
• NetElixir University was launched in 2012 with a vision of “democratizing
the digital marketing industry through exceptional knowledge and expertise
sharing.”
• Through monthly webinars and an annual seminar, we hope to provide
the tools & knowledge to help people become better search marketers.
Questions? Tweet with #NetElixirU and we’ll answer them for you!
Join our LinkedIn group: NetElixir University
2
About Udayan Bose
• Founder & CEO, NetElixir,Inc.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer:
• Johnson School of Management, Cornell University.
• City University of New York, Baruch.
• Indian School of Business.
3
3 Actionable Strategies:
Building a Robust Holiday Search Marketing Plan
4
Use GOST Model to Build Holiday SEM Strategy
70% of retail search advertisers
do not have a holiday SEM plan
that connects goals – strategic
initiatives and tactics.
5
GOST Model
Primary
Goal
Secondary
Goal
Strategic
Initiative #1
- Tactic 1
- Tactic 2
Strategic
Initiative #2
- Tactic 1
- Tactic 2
Strategic
Initiative #2
- Tactic 1
- Tactic 2
6
GOST Model (Example)
Generate
$10,000,000
in SEM
revenue
Derive 70% of sales
from top 5 product
categories
-Identify star products
using ROI grid.
- Build the SEM plan
around these.
-Forecast product level
revenue and A/S.
Focus on top 5
states and aim to
drive 40% of
revenues from
them
-Plan geo-targeted
campaigns
- Have a state-wise
revenue and A/S forecast
in place.
Attack 1 competitor
and grab market
share
-Track competitor moves
– analyze their strategy.
You can “predict their
promo strategy”
- Flank competition.
@A/S of 7%
7
And if your competitor is Amazon..
 Use your “size” to your advantage. Small = Nimble.
 After identifying your STAR PRODUCTS – assess how
strong is Amazon on each of these products.(During
holidays, per our research, Amazon has a clear 80/20
promotional focus).
пѓј Go Local.
8
3 things to keep in mind during “Plan Execution”
1. Analyze search traffic and conversion trends for 2011 and
2012 holidays. (Knowing which promo worked best will help).
2. Use the Holiday Calendar (explained on next slide).
3. Track SEM performance daily against pre-defined targets.
9
Traffic Patterns (Consumer Electronics)
3 days
• Black Friday weekend sales
now starts before Thanksgiving.
3 days
• Plan to tap into
post Christmas sales
spike.
10
Holiday Calendar 2013
Shortest runway to
Christmas since
2002!
Expect more
intense competition
for “online shopper
dollars” than any
previous year.
Thurs
Fri
Sat
Sun
Mon
Tue
Wed
11/
28
11/29
11/30
12/1
12/2
12/3
12/4
12/5
12/6
12/7
12/8
12/9
12/10
12/11
12/12
12/13
12/14
12/15
12/16
12/17
12/18
12/19
12/20
12/21
12/22
12/23
12/24
12/25
•
•
•
•
11/
28
Black Friday promotions will start from noon on Thanksgiving Day.
Expect more frequent promo changes by larger retailers. (The “Variety Effect”).
Recommend “go local strategy” from 12/21-12/23.
Forecasted Y/Y CPC increase: (Red) = 50%+; (Orange) = 30%+; (Yellow)=25%+.
11
Track Performance Against Daily Targets
Date
Holiday Goals
(Revenue & R/C)
Daily
Revenu
e Goal
($)
Actual
Revenu
e ($)
Deviati
on
(Goal –
Actual),
$
Daily
Spend
Target
($)
Actual
Spend
($)
Deviati
on
(Target
–
Actual),
$
11/20
Use the Holiday
Calendar
11/21
11/22
11/23
Establish custom
checkpoints to measure
cumulative deviations
11/24
11/25
11/26
12
Adapt & Learn
• Use the Channel Efficiency Dashboard to measure performance.
• Have a Plan B in place. Best Plans go wrong all the time.
• Analyze – Gain Insights – Learn – Document learnings.
13
The Channel Efficiency Dashboard
Key Metrics
Channels
Unique
visitors
Orders
Revenue
Key Performance Indicators
Cost
Revenue/Cost
(ROAS)
Revenue/
Orders (AOV)
Orders/
Unique Visitors
(Conversion
Rate)
% Revenue
(new
visitors)/
Total
Revenue
SEM
SEO
CSE
SMM
Affiliate
EMail
How to Use the channel efficiency dashboard?
• Set baseline numbers for KPI’s and key metrics
• Daily Performance Alerts:
- 10%+ baseline: Star (Green)
- (-10%) – (9.99%) baseline: Aspirant (Yellow)
- greater than -10% deviation from baseline: Laggard (Red)
14
Plan B: When Do you make the Switch?
Aggregate Deviation
from set targets is 25%+
if measured before
11/30.
Product Mix
Aggregate Deviation
from set targets is 15%24.9% if measured
between 12/1-12/10.
Promotion Mix
Aggregate Deviation
from set targets is 10%24.9% if measured
between 12/11-12/16
Activate Plan B
Make a Choice –
Revenue vs. R/C
15
Learn & Document: The 4P Model
Product
Mix
Promotions
Used
Pricing
Strategy
Channel
Mix
• What sold? Why?
• What did not sell? Why?
• Measure Impact.
• Assess the “time value”
• Margin & Elasticity
• Vs. Competition
• Channel-wise contribution (timeline)
• Cross – channel interactions
16
Apply the SEAL Model to Maximize SEM Sales
Strategize
S
Learn
Execute
L
E
Adapt
A
17
Thank you!
To request NetElixir’s Holiday Marketing Calendar template, tweet
@NetElixir or email marinn@netelixir.com
Spread the love! Tweet about our webinar!
#NetElixirU
20,932 small businesses from 171 countries have benefitted from our FREE SEO
tools at www.LXRMarketplace.com. Have You?
18
A DIY AdWords Audit Tool for the attendees
Make sure your Paid Search
campaigns are optimized for the
holiday season!
Conduct a FREE 6-point audit
of your AdWords account.
www.NetElixir.com/aoa.html
19
Документ
Категория
Без категории
Просмотров
23
Размер файла
749 Кб
Теги
1/--страниц
Пожаловаться на содержимое документа