Fresh Ideas... to Turbo Charge Your Online Marketing Program This Holiday Season. Fresh Online Marketing Ideas Series 2011

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1 Fresh Ideas... to Turbo Charge Your Online Marketing Program This Holiday Season Fresh Online Marketing Ideas Series 2011

2 Message from our CEO: I have great pleasure in presenting to you the 2011 edition of our Fresh Ideas Workbook. More than 5000 retailers in 7 countries have read (and hopefully used) our 2009 and 2010 workbooks to boost their online marketing campaign performance during the hyper-critical holiday season. As has been the norm, the workbook is packed with online marketing ideas. These ideas have been tested by the NetElixir team over a wide range of retailer campaigns. I strongly recommend you to test some (if not all) of the ideas presented. Your feedback on the 2009 and 2010 editions has helped us fine tune the content. I would love to get your comments/suggestions/feedback at udayan@netelixir.com. Happy Reading and Happy Holiday Selling! Best Regards, Udayan Bose CEO NetElixir,Inc. Princeton, New Jersey

3 Key Dates - Online Holiday Shopping, 2011 Key Dates Online Holiday Shopping, 2011 Date What NetElixir Research Indicates 23 rd October (Sunday) First prominent spike in holiday shopping related search queries. 14 th (Monday) and 15 th (Tuesday) November Strong online sales days for categories like gourmet food and dinnerware. Significance for Retailer Marketers The holiday markefng plan should kick off on this day. Limited Fme promofons are very effecfve in driving sales volume. 25 th November Black Friday With 31 days between Thanksgiving and Christmas this year, strong holiday sales may be expected. 28 th November Cyber Monday 11 th December (Sunday) and 12 th December (Monday) Biggest online shopping days. 19 th December (Monday) We believe this will be a major online shopping day. Online shoppers are in a strong buying mode. Your best offers are necessary to keep you compeffve. Limited Fme free shipping offers can help drive last minute sales volumes

4 Daily Daily holiday Holiday online Online sales Sales trends Trends for 2010 for 2010 Last Minute Purchases The Holiday Sales Start Cyber Monday Effect First Sunday/Monday of December - 2 -

5 Your Holiday Advertising Checklist for 2011 Define measurable marketing goals and have a strategy in place. Establish KPI s and checkpoints to measure progress. Use Channel Efficiency Dashboard* to track performance. Maintain flexible campaign management processes that enable you to tap new opportunities. Plan marketing spend allocation based on consumer buying patterns around holidays. * Channel Efficiency Dashboard: Please see page

6 Online Marketing Strategy, Budget Allocation and Return on Marketing Investment (ROMI) Online marketing strategy, budget allocation and Return on Marketing Investment (ROMI) Business Goals/ Objec9ves Strategic Ini9a9ves Tactics Budget Allocated & ROMI Promote STAR and ASPIRANT categories through PPC, CSE and SMM Category level channel efficiency analysis and budget re alloca9on $X $10,000,000 revenue from new online customers ROAS = 400% PPC Share of Voice > 80% Out flank compe9tors in categories X,Y and Z through strategic promo9ons Use Compe9tor Offering, Promo9on and Messaging Grid to iden9fy opportunity gaps $Y 5 10% PPC SOV gain for categories X,Y,Z Track PPC SOV on a monthly basis at category level $Z - 4-6

7 5 Common Mistakes Marketers Make During Holidays 1. Lack of clear, measurable holiday sales & margin goals. 2. Un-planned phasing of marketing spend. 3. Timeliness of marketing promotions. 4. Lack of plan B. 5. Inability to predict competitor moves

8 For some retailers, the holiday season can represent anywhere between 25-40% of annual sales. - National Retail Federation - 6 -

9 Fresh Ideas in Holiday Online Marketing - 7 -

10 Paid Search Adver9sing Idea Checklist Why is it Important Example Set specific, 9me bound goals. Use Key Performance Indicators (KPI s) to measure success. Build new campaign set ups, well in advance, based on your marke9ng promo9on calendar. Build custom ad copies and landing pages around holiday promo9ons. Use social media to track opportuni9es. Create quick mini campaigns to tap these opportuni9es. Paid Search Advertising To track progress. To be able to course correct if things don t go as planned. The quality (and effec9veness) of campaigns is becer. Each campaign has a specific, pre established goal. Higher conversion rate. Incremental conversions at low cost. PPC Sales Revenue (10 th November 23 rd November, last click)= $500,000; PPC Spend = $50,000. ROAS = 10 Sales Revenue (PPC)/Investment (PPC); % New Customer Revenue (PPC)/Total Revenue (en9re site) Specific campaign for limited 9me promo9on being run by you from 3 rd December 5 th December. Ad copies ending with Offer ends 11/28, drive conversion rates up by 3 5%. Tweet volume regarding a specific toy (ex. Zhu Zhu Pets) spikes. Extract keywords from tweets and build short term campaign around these

11 Comparison Shopping Engine Advertising Comparison Shopping Engine Adver9sing Idea Checklist Why is it Important Example Separate adver9sing strategy for Paid and Free Shopping Engines. Adver9se all products on Free Shopping engines and only high margin products in the Paid ones. Include the promo offer right at the start of product descrip9on. Add brand + category to product 9tle and descrip9on column of the feed. Free shopping engines help drive extra revenues for nothing Focusing on high margin products on paid engines lowers the risk of low /nega9ve ROAS. Increases click through rate as well as conversion rate by 7 12%. Increases keyword relevancy thereby increasing the chances of lis9ng more products per search page. Es9mated revenue split between paid and free. CSE s = 35 (paid): 65 (free) DescripDon: 10% Off on orders over $75. Use Code: xyz. Made of highly polished stainless steel, this Salad Serving Spoon has a durable one piece construc9on. This item has the banded details and sleek silhouece of Raffia and features an opening at the 9p end for easy hanging. The wide bowl of this Salad Serving Spoon brings convenience to your table with a contemporary flair. Made of Quality 18/0 Stainless Steel Dishwasher safe Measures 9 1/2" Limited Life9me Warranty. Title: Oneida Flatware Raffia Salad Serving Spoon - 9 -

12 Using the Dual Power of SEO+SEM to Drive Results Using Using the dual the dual power power of of SEO+SEM to drive results Idea Checklist Idea Checklist Why Why is it is Important it Example Create a list of keywords for Create a which list of you keywords want to op9mize for which you search want adver9sing to op9mize (SEO+SEM) search adver9sing ROAS (Total (SEO+SEM) Search ROAS (Total Revenue/Total Search SEM Spend). Revenue/Total Track the SEM ROAS Spend). for different Track the combina9ons ROAS for different of search lis9ng posi9ons. combina9ons of search lis9ng posi9ons. SEO/SEM Dashboard SEO/SEM Dashboard Improved SEM spend efficiency. Optimal Listing Position for Improved It is possible SEM to spend gain an efficiency. idea of Organic Optimal and Listing Paid Position Ads for It is op9mal possible organic to gain and an PPC idea lis9ng of Organic and Paid Ads op9mal posi9ons. organic and PPC lis9ng posi9ons. SEM Spend SEM Spend SEO/SEM Dashboard

13 Social Media Marke9ng Social Media Marketing Idea Checklist Why is it Important Example Use the goal strategy opera9ng planmetrics framework to keep your social media ini9a9ves on track. Give users the ability to create a holiday wish list of their most coveted items on your site. Encourage them to share the wish list with their connec9ons. Lack of clearly specified goals can lead to the de railing of social media efforts. It is easy to get diverted into something un important Increased user engagement can be some9mes converted into user advocacy. The viral poten9al of wishlists make them an important element for retail marketers to consider. Measuring share of voice on Twicer can be a specific goal. Tracking and classifying customer complaints is yet another goal. In absence of adequate focus it s easy for both goals to get mixed up leading to ineffec9ve strategy. The Wish List Chain Understand your Facebook Fan page engagements during holidays by referring to your Page Insights Report. Use the insights to design more impaczul holiday promo9ons and messaging. Tracking the daily number of Likes and Comments for promo offers helps you get a sense of engagement level. It also helps you make relevant tweaks

14 The Channel Efficiency Dashboard Key Metrics Key Performance Indicators Channels Unique Visitors Orders Revenue Cost Revenue/Cost (ROAS) Revenue/ Orders (AOV) Orders/ Unique Visitors (Conversion Rate) % Revenue (New Visitors)/ Total Revenue SEM SEO CSE SMM Affiliate How to use the Channel Efficiency Dashboard: Set baseline numbers for KPI s and key metrics Daily Performance Alerts: How to Use the channel efficiency dashboard? Set baseline numbers for KPI s and key metrics Daily Performance Alerts: 10%+ baseline: Star (Green) ( 10%) 10%+ (9.99%) Baseline: baseline: Aspirant (Yellow) (-10%) (9.99%) Baseline: greater Star than (Green) 10% devia9on from baseline: Laggard Aspirant (Red) (Yellow) Greater than -10% Deviation 14 from Baseline: Laggard (Red)

15 Glossary Ad Copy: A commercial message targeted to an advertiser s customer or prospect. Campaign: Defines 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 advertiser s 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 filtered 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 the product or service they wish to advertise. 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 advertiser s 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 file on the Internet Fresh SEM Ideas

16 About NetElixir NetElixir, Inc., is a Princeton, NJ, based online customer acquisition management firm with offices in New York, London, India, Germany, and Denmark. The company advises clients worldwide on online customer acquisition strategies and, using its proprietary technology - the LXR core platform, helps them achieve online advertising performance maximization. Website: Phone: info@netelixir.com Blog: Twitter: Twitter: NetElixir Global Offices Global Headquarters 475 Wall Street Princeton, NJ USA Phone: US Offices 12 Desbrosses Street New York, NY USA Phone: Europe Offices NetElixir Limited Central House 1 Ballards Lane London, England N3 1LQ Phone: NetElixir Scandinavia Bernhard bangs Alle Frederiksberg Denmark Phone: Asia Pacific Office NetElixir (P) Limited Jyothi Bhopal Chambers, #7-1-19/5, Begumpet, Hyderabad Andhra Pradesh. India Phone: NetElixir, Inc. All rights reserved.