A growing team (59 at present) of specialists in digital marketing for the retail sector
• Specialists in retail - internalionally• 10 in-house languages• Cutting-edge, Cambridge-PhD built technology• Google Agency Award Winning
Our mission:Revolutionise the digital marketing for great retail businesses.
Some of our clients:
Six (or 20) must-follow tactics to succeed in PPC Search, Facebook, Email and everything in between…
Luca Senatore (and Mario)Director of Strategy – Genie Goals
Introducing Mario…
Ecommerce manager
CEOCMO
Head of SEM/SEA
Acquire Engage Retain
Mario thinks that:
Technology is key
Be mobile
Understand your audience
Mobile is key
Customers are unique
USELESSONLY
DESKTOPIGNOR
EA
WASTEALL THE SAME
Superintelligent
bidding
Feed-Driven campaigns -
deployment and management
Modelling and
forecasting
Deduping / attribution
Reporting & alerts
Feed optimization
and propagation
Technology - Clarence
DISAPPROVED73,500,000 products were disapproved due to
incorrect/broken feed(in Q2 2015)
Mario says: “okay, I’ll look into a better solution…Next
year”
Product-Level Bidding on Shopping The results
Feed-Driven Search Campaigns The Results
Bidding 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Total
Monday 9% 8% 4% 7% 3% 4% 15% 16% 17% 18% 18% 19% 18% 18% 19% 16% 17% 18% 18% 18% 15% 12% 14% 11% 17%
Tuesday 13% 11% 12% 8% 16% 12% 17% 20% 17% 16% 15% 16% 17% 16% 15% 15% 16% 16% 18% 17% 16% 15% 14% 12% 16%
Wednesday 10% 10% 4% 8% 14% 14% 9% 17% 16% 15% 15% 16% 19% 17% 16% 15% 20% 18% 18% 17% 17% 16% 15% 11% 16%
Thursday 9% 9% 7% 15% 16% 23% 18% 17% 18% 18% 17% 19% 21% 19% 16% 17% 21% 19% 20% 18% 14% 15% 12% 14% 17%
Friday 12% 10% 10% 8% 7% 14% 16% 19% 18% 18% 18% 20% 17% 18% 18% 17% 17% 17% 16% 17% 16% 11% 11% 11% 16%
Saturday 10% 8% 9% 16% 12% 13% 15% 19% 18% 20% 19% 21% 19% 17% 16% 14% 17% 15% 15% 14% 13% 12% 13% 10% 16%
Sunday 9% 8% 7% 7% 3% 14% 8% 13% 12% 13% 13% 12% 13% 13% 12% 12% 12% 13% 13% 14% 14% 13% 12% 10% 12%
Total 10% 9% 7% 10% 10% 14% 14% 17% 16% 17% 16% 18% 18% 17% 16% 15% 17% 16% 17% 16% 15% 14% 13% 11%
Be mobile
It’s not all lost
It’s not all lost
It’s not all lost
What can you do? Be mobile
What can you do? Be there
Me: “Mario, what’s your mobile strategy”?
Mario says: “mobile doesn’t convert… we kill all the bids!”
Be social
Be contextual
Acquire & engage
Show
Engage and interact
‘I really want a new blanket now!’
‘Might need a new blanket at some point!’
Mobile
Desktop PPCDisplay
SocialRemarketing
Video
Mobile branded search
What can you do?● Seek to understand the path to purchase - give assisting
channels/devides the right credit ● Remarketing (RLSA, banner and dynamic)
○ Purchasers○ Basket abandoners○ Product viewers○ Bouncers?
■ Test cookie lengthSocial media
What can you do?● Target lookalike audiences● Treat mobile and social as top of the funnel channels● Be contextual/native● Engage don’t just post● Be adequately frequent
○ FB once/twice a day○ INSTA consider Stories○ TW three-six times day○ LI three times per week
Social media
Mario says: “too complicated… not worth the effort!”
Real search
Landing pages
Real search
Top fold
Real search
Scroll #1
Real search
Scroll #2
Real search
Scroll #3
Real search
Scroll #4
Real search
19 skinny available – went to the ‘jeans’ page
Real search
Email marketing – to customers
One week
One year
One month
One-off purchase
Weekly purchases
Never purchased anymore
Email list of 150K…
Mario says: “We send three emails per week, same message to the entire list!”
Break some ‘rules’...
Don’t be like Mario…
Go on, win the digital game!
Thank You!
Technology is keyBe mobile
Be user centricBe native
Cross-channel strategy Get personal
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