Last Friday morning, Mr. Sebastian was invited to a breakfast networking event, giving a speak of eBay's advanced user acquisition strategy. Mr. Sebastian is Senior Product & Partnership Lead at eBay Enterprise, being a key player in monetizing, optimizing and maximizing digital marketing strategies with an attribution, cross-channel marketing lens. Here are some perspectives Mr Sebastian figured out on his speech.
1. Silo effect
Silo effect has been one of the hottest issues in the recent years, in which an information silo is a management incapable of reciprocal operation with other related information systems. Nowadays, consumer's purchase process has been developed to occur on different devices. It could be mobile, tablet, or laptop. However, most companies still report their marketing performance in silo. In the marketing department, SEO, PPC, Affiliate marketing and social media monitoring are responsible for different teams. Every team wants to do their best, but the budget is limited. The lack of communication among teams resulted in the inefficiency of marketing strategy eventually.
2. Customer Journey on eBay
There are many ways to acquire customers. In order to improve marketing performance and efficiency, eBay proposed a customer journey to reallocate limited budget. The following figure presents how digital marketing techniques play different roles towards customers.
Organic search plays a role as introducer for customers when they firstly are aware their demands and searching on the Internet. Then customers will start to collect information after they have chosen some targets to buy. The customer will be influenced by the display of products, the opinions on social media, and the promotion information from emails or SMS, to make their purchase decision. This process averagely lasts for eight days. Now, the customer has already known what they want. The paid research strategy will play a role of closer to help them find the product quickly and accurately.
3. Budget reallocation of eBay's marketing strategy
Based on the previous marketing performance and efficiency, eBay integrated the information from silos and figured out the following proportion on its marketing strategy.
13% Organic search (SEO)
17% Display (Web page)
40% Affiliate (online PR, direct email & SMS)
8% Social (Forum, Social media, friends)
22% Paid search (Google AdWords, PPC)
4. Data collection from clicks
As for the technology nowadays, the research team can only track consumers' purchase process by clicks, which is to save cookies and location data to pinpoint the target. Using this data helps eBay to profile potential customers, to figure out what they might be interested in, and then provide specific promotion information directly. However, eBay still can not access the user's social media to see what discussion is carrying on. In addition, it is expected that track by impression would be the trend in the future. The research team would be able to measure how much and who might have seen the online advertisement.
To sum up, optimizing digital marketing spend is highly concerned among the board-level decision makers. Marketers are required to justify the budget, in order to reduce time consuming and effort. The communication among different marketing teams should be enhanced, so that the marketing performance and efficiency would be improved by the integrated digital marketing strategy eventually.
1. Silo Effect 筒倉效應
13% 原生搜尋 (e.g. 搜尋引擎優化)
17% 商品呈現 (e.g. 網站與商品展示設計)
40% 聯盟營銷 (e.g. 博客廣告、贊助廣告、直效營銷等等)
8% 社會營銷 (e.g. 論壇、社群營銷、口碑宣傳)
22% 付費搜尋 (e.g. 關鍵字營銷)