net elixir fresh book 2010

8/8/2019 Net Elixir Fresh Book 2010

1/24

Fresh Ideas...to Turbo Charge Your Online Advertising ProgramThis Holiday Season

Fresh SEM IdeasSeries 2010


2/24

Message from our CEO:

I have great pleasure in presenting to you the 2010 edition of our Fresh Ideas Workbook.More than 5000 retailers in 7 countries read and used our 2009 workbook to boost their online advertising campaign performance during the hyper-critical holiday season.

This is not meant to be a theoretical handbook. The workbook has more than 20 holiday focused online advertising tips. Unless and until you apply the tactics to your campaign(s)

you will not bene t from this book.

I would love to receive your feedback on this workbook. Please feel free to write to meat [email protected] .

Happy Reading and Happy Selling!

Best Regards,

Udayan BoseCEONetElixir,Inc.Princeton, New Jersey


3/24

2010 Holiday Season:How retailers can propel their online salpractical advertising strategies and clini

- 1 -

Holiday Shopping Season: 1st November 23rd December

Key Online Shopping Dates in 2010:(Projections based on previous year online retail sales tracked by comScore)

Black Friday: 26 th November Sunday: 28 th November Cyber Monday: 29 th November Heavy Online Shopping Dates: 12 th and 13 th December


4/24

- 2 -

Create an Integrated, Multi-channel OnlineCustomer Acquisition Strategy for the Holidays

$10,000,000revenue fromnew online

customers ROAS = 400%

PPC Share of Voice > 80%

Business Goals/

Objec vesPromote STARand ASPIRANTcategories throughPPC, CSE and SMM

Outank

compe tors incategories X,Y and Zthrough strategicpromo ons

510% PPCSOV gain for

categories X,Y,Z

Strategic Ini a ves

Category levelchannel efficiencyanalysis andbudgetrealloca on

Use Compe torOffering, Promo onand Messaging Gridto iden fyopportunity gaps

Track PPC SOV on amonthly basis at

category level

Tac cs


5/24

Holiday Season is all about making thof the opportunities and at the same timaintaining a tight control on keyperformance metrics.

- 3 -


6/24

- 4 -

Maintain a Tight Control on a Daily Basis

Date Day TargetSpend

($)

TargetConversions

TargetSales

($)

TargetRev/Cost

ActualSpend,

Channel1

ActualConversions,

Channel1

ActualSales ($),Channel1

ActualSales

Revenue/Cost

11/20

11/21

Spend (1 st November 20 th December) = $500,000

Target Conversions = 10,000 Target Revenue = $3,000,000 Key Performance Metric = Revenue/Cost


7/24

- 5 -

Dont Miss the Opportunities 5 Places Where You May Find One

1. Sudden spikes in product sales or spikes in purchase in certain geographies.How can you capitalize?

2. Sales Promotion results beat expectations can you extend the promotion?Whats the bottom-line impact?

3. A particular customer acquisition channel does exceptionally well?How much additional budget can you shift?

4. Competitive intensity drops for select categories are you ready to take advantage?5. Twitter buzz about your brand spikes? Do you know why?

How can you use this opportunity on other channels?


8/24

- 6 -


9/24

1. Have a Holiday Season Paid Search Advertising Execution Plan in place.2. Analyze the SEM campaign performances for previous years and use the learnings.

3. SEM advertising allows nimble marketers to reap huge bene ts by utilizingsudden opportunities.

-7 -

Tactics for Holiday Paid Search Advertising Campaigns


10/24

- 8 -

DedicatedCampaign Managers

Mul channelCustomer Acquisi onTechnology

IT Support Systems forImplemen ng QuickUpdates

ChannelwiseObjecGveInvestmentScorecard

Holiday MarkeGngPromoGon Calendar

KPIs to MeasureHoliday CampaignPerformance

Strategy andOperaGng Plan

Real Time CampaignManagement

Market Share Trackingand RegularPerformance Analysis

ResourceResource

PlanPlan

ExecutionExecution

RESOURCE

PLAN

EXECUTION

Holiday Season Search Advertising Execution Plan


11/24

- 9 -

2008 and 2009 Search Advertising Da5 Things You Need to Know

1. Click pattern versus conversion pattern.(When did people search and when did they buy?)

2. What were the key online shopping dates and what percentage of holiday saleshappened on these dates?

3. What were the most (and, least) successful promotions?How were these promoted?

4. Plot the daily (Sales Revenue-PPC Cost)/Click number between20th November and 20th December and identify pro t zones.

5. Did you track the competitor promotions during the holidays?How can you use the learnings?


12/24

- 1 0 -

12.19.2009

9 am EDT

Short TermSearchAdvertisingCampaign

Be Prepared for Utilizing Sudden Situational Opportunities through SEM

Short TerSearch

AdvertisCampai

Severe snstorm

East Coawill prevshopper

from steppout of th

homes

12.19.2009 9am EDT


13/24

- 1 1 -

Online Customer Acquisition KPIEvery Retail Marketer Should Mas

KPI How to Calculate Signicance

New CustomerContribu on

(Sales Revenue from NewCustomers)/ TotalWebsite Sales Revenue

Effec veness of YourAcquisi on Program

Return on Adver singSpend(category and channels levels)

Revenue Generated/Channel Adver singSpend (categorylevel)

Categorylevel, ChannelSpecic Adver singEfficiency

Average Order Value(New Customer) VisaVisAverage Order Value for

all Customers

AOV (New Customer)/AOV (Overall Website)

Rela ve New CustomerValue


14/24

- 1 2 -


15/24

- 1 3 -

1. Are You Socially Transformed?5 Questions Every Retailer Must Ask and Know the Answers To

2. Building Your Integrated Social Media Marketing Program

3. Measuring Brand Voice and Conversations in Social Media

Tips to Winning the Social MediaMarketing Battle this Holiday Seas


16/24

- 1 4 -

Are You Socially Transformed?5 Questions Every Retailer Must Ask and Know the Answers To

Today, the marketing and advertising landscape has transformed from a hard-selling platform to a peer-to-peer,

conversational community. Retailers need to gure out what their customers are thinking about.

Source: DEI Worldwide/OTX, The Impact of Social Media on Purchasing Behavior Methodology: Survey elded August 2008,

Are you asking your Social Media Marketingchampion these questions

Are my customers talking about my brand?

Why are they talking about my brand? Who are they talking to about my brand?

What are they talking about my brand?

What are we doing about the above?

Consumers are increasingly searching for information on social media sites, even more often than from corporate website


17/24

- 1 5 -

Building Your Integrated Social Media ProgramA 5 Step Approach

Evaluate Evaluate your current online and of inemarketing activities and de ne speci c KPIs for youSocial Media Campaign.

Implement Implement Social Media activities fromwhere you know you can readily extract data, analyzeit and draw insights.

Analyze Analyze data and measure it against your KPIs on a daily, weekly and monthly basis.

Optimize Using insights drawn from the campaign to optimize your current online marketing programs.

Further Engage Try new programs based on thecollected data to fur ther engage your audience acrossSocial Media platforms.

Producing

Curating

Watching

Sharing

Commenting

Listening

EvaluateImplement

AnalyzeOptimize

Engage

1.

2.

3.

4.

5.


18/24

Measuring Brand Voice and Conversations in Social Media

Sentiment Chart

Source: NetElixir Business Intelligence Unit, March

Active Listening: The De nition of Share of Brand Voice

Total # of Posts/Articles Discussing Our BrandDivided by

Total # of Posts/Articles DiscussingOur Brand + Competitors Brand

Total # of Posts/Articles DiscussingThe Need + Our Brand

Divided by

Total # of Posts/Articles DiscussingThe Need

Buzz Measuring: The De nition of Share of Conversations

- 1 6 -

Comments

Source: NetElixir Business Intelligence Unit, March 2


19/24

- 1 7 -

Your Online Advertising Checklist for2010 Holidays

Create an integrated strategy for your multi-channel customer acquisition program.

Create your online advertising Key Metric and Activity control char t.

Apply learnings from previous holiday seasons to the 2010 campaigns.

Set up your execution infrastructure people, technology, processes.

Build a KPI set in line with your online customer acquisition goals.


20/24

Ad Copy: A commercial message targeted to an advertisers customer or prospect.

Campaign: De nes the daily budget, language, geographic scope and the networks where ads are displayed.

Clicks: Metric which measures the reaction of a user to an Internet ad.

Conversion: A conversion occurs when an ad click leads directly to some valuable user action such as a purchase, sign-up, registration, lead

Cost per conversion: The advertisers cost to generate one sales/ conversion transaction.

CPC: The amount an advertiser pays to the search engine every time a user clicks on his ad listing.

CTR: Ratio of ad clicks to ad impressions.

Impression: A measurement of responses from a Web server to a page request from the user browser, which is ltered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.

Keyword advertising: A type of advertising that uses keywords to trigger ads. Typically, advertisers select a set of keywords related to theproduct or service they wish to adver tise. The ads are then displayed in relevant places based on those keywords.

Landing pages: The actual URL of the page that an ad links to.

Organic listing: Organic search results in search engine result pages that appear because of their relevance to search terms, as opposed to their being advertisements.

PPC: The pricing structure used by some online channels to charge an advertiser each time a user clicks on the adver tisers ad listing.The amount is usually set by the advertiser, not by the channel. Also called cost-per-click (CPC).

SEM:A form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine result pages.

Tweets: Tweet is a post or status update on Twitter. URL: A URL (which stands for Uniform Resource Locator) is the location of a webpage or le on the Internet.

Glossary

- 18 -


21/24

NetElixir, Inc., is a Princeton, NJ, based online customer acquisition management rm with of ces in New York,London, India, Germany, and Denmark.

The company advises clients worldwide on onlinecustomer acquisition strategies and, using its proprietary

technology - the LXR core platform, helps them achieveonline advertising performance maximization.

Website: www.NetElixir.comEmail: [email protected]: http://netelixir.typepad.comTwitter: http://twitter.com/udayanboseTwitter: http://twitter.com/netelixir

2010 NetElixir, Inc. All rights reserved.

About NetElixir

- 19 -


22/24

- 20 -


23/24

NetElixir Global Of cesGlobal Headquarters475 Wall Street

Princeton, NJ 08540USAPhone: 609.356.5112 US Of ces12 Desbrosses StreetNew York, NY 10013USAPhone: 646.831.8670

Europe Of cesNetElixir Limited

Central House1 Ballards LaneLondon, EnglandN3 1LQPhone: 020 8349 040

NetElixir ScandinaviaBernhard bangs Alle 292000 FrederiksbergDenmark Phone: +45 40 867 827

Asia Paci c Of ceNetElixir (P) Limited

Jyothi Bhopal Chambers,#7-1-19/5, Begumpet,Hyderabad 500016Andhra Pradesh.IndiaPhone: +91 40 4003 8996

- 21 -

Fresh SEM I


24/24

www.netelixir.com

net elixir fresh book 2010

Documents