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    Digital Marketing Affiliate Marketing Zalando Renault 4 12 2017 Marco Larocca Conoscente Cut 2017 12 04 14 36 14 PDF

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    Afshan Abdullayeva
    The document discusses a presentation given by Marco Larocca Conoscente on digital marketing and e-commerce. Larocca graduated from Università di Roma Tor Vergata in 2013 and has worked in digital marketing roles for Renault and Zalando. The presentation covers topics such as digital marketing definitions and advantages, key digital marketing channels like search, social media, and affiliate marketing, and case studies of successful e-commerce companies like Zalando.

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    Digital Marketing Affiliate Marketing Zalando Renault 4 12 2017 Marco Larocca Conoscente Cut 2017 12 04 14 36 14 PDF

    Uploaded by

    Afshan Abdullayeva
    122 views53 pages
    The document discusses a presentation given by Marco Larocca Conoscente on digital marketing and e-commerce. Larocca graduated from Università di Roma Tor Vergata in 2013 and has worked in digital marketing roles for Renault and Zalando. The presentation covers topics such as digital marketing definitions and advantages, key digital marketing channels like search, social media, and affiliate marketing, and case studies of successful e-commerce companies like Zalando.

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    The document discusses a presentation given by Marco Larocca Conoscente on digital marketing and e-commerce. Larocca graduated from Università di Roma Tor Vergata in 2013 and has worked in digital marketing roles for Renault and Zalando. The presentation covers topics such as digital marketing definitions and advantages, key digital marketing channels like search, social media, and affiliate marketing, and case studies of successful e-commerce companies like Zalando.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    122 views53 pages

    Digital Marketing Affiliate Marketing Zalando Renault 4 12 2017 Marco Larocca Conoscente Cut 2017 12 04 14 36 14 PDF

    Uploaded by

    Afshan Abdullayeva
    The document discusses a presentation given by Marco Larocca Conoscente on digital marketing and e-commerce. Larocca graduated from Università di Roma Tor Vergata in 2013 and has worked in digital marketing roles for Renault and Zalando. The presentation covers topics such as digital marketing definitions and advantages, key digital marketing channels like search, social media, and affiliate marketing, and case studies of successful e-commerce companies like Zalando.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 53

    DIGITAL MARKETING

    &
    THE E-COMMERCE
    Università di Roma Tor Vergata
    04.12.2017
    Marco Larocca Conoscente – Digital Marketing Renault, Former Zalando
    04.12.2017 Online Marketing & E-commerce 2
    About me
    MARCO LAROCCA CONOSCENTE
    Gratuated in Università di Roma Tor Vergata in 2013

    Junior Affiliate Marketing Manager

    Digital Marketing Manager EMEA

    Digital Marketing Manager

    04.12.2017 Online Marketing & E-commerce 3


    Go fast!

    04.12.2017 Online Marketing & E-commerce 4


    Media consumption

    04.12.2017 Online Marketing & E-commerce 5


    Digital spending & shares

    04.12.2017 Online Marketing & E-commerce 6


    Internet penetration rate

    04.12.2017 Online Marketing & E-commerce 7


    04.12.2017 Online Marketing & E-commerce 8
    Digital marketing definition
    The promotion of products or brands via one or more forms of electronic media. For example,
    advertising mediums that might be used as part of the digital marketing strategy of a business could
    include promotional efforts made via internet, social media, mobile phones and electronic billboards,
    as well as via digital and television and radio channels.

    04.12.2017 Online Marketing & E-commerce 9


    Digital marketing advantages
    1. Low costs: Large audiences are reachable at a fraction of traditional advertising budgets,
    allowing businesses to create appealing consumer ads.

    2. Flexibility and convenience: Consumers may research and purchase products and services at
    their leisure.

    3. Analytics: Efficient statistical results are facilitated without extra costs.

    4. Multiple options: Advertising tools include pay-per-click advertising, email marketing and local
    search integration (like Google Maps).

    5. Demographic targeting: Consumers can be demographically targeted much more effectively in


    an online rather than an offline process.

    04.12.2017 Online Marketing & E-commerce 10


    Performance marketing?

    04.12.2017 Online Marketing & E-commerce 11


    Steps evaluation

    04.12.2017 Online Marketing & E-commerce 12


    Digital marketing channels

    Marketing channels influence the customer at difference points in the path to purchase

    04.12.2017 Online Marketing & E-commerce 13


    Push and Pull channels

    04.12.2017 Online Marketing & E-commerce 14


    Digital Marketing Goals

    04.12.2017 Online Marketing & E-commerce 15


    Conversion funnel

    04.12.2017 Online Marketing & E-commerce 16


    Digital marketing channels

    04.12.2017 Online Marketing & E-commerce 17


    Display Marketing
    • Online Banner 300x600
    • Retargeting on Renault
    • Campaign started 25.10.2017
    • Linked with the wintercheck page

    04.12.2017 Online Marketing & E-commerce 18


    SEO & SEM
    • SEO : Search Engine Optimization
    • SEM: Search Engine Marketing

    04.12.2017 Online Marketing & E-commerce 19


    Defensive VS Offensive KW

    04.12.2017 Online Marketing & E-commerce 20


    SEO & SEM Tools

    04.12.2017 Online Marketing & E-commerce 21


    Social Media Strategy

    04.12.2017 Online Marketing & E-commerce 22


    Reach the right people at the
    right time
    Objective Targeting options

    04.12.2017 Online Marketing & E-commerce 23


    Facebook Analytics

    04.12.2017 Online Marketing & E-commerce 24


    Example

    04.12.2017 Online Marketing & E-commerce 25


    The Affiliate Marketing

    04.12.2017 Online Marketing & E-commerce 26


    How Affiliate Marketing works

    04.12.2017 Online Marketing & E-commerce 27


    3 parts of the Affiliate Marketing
    1. The Publisher

    2. The Affiliate

    3. The Affiliate Network

    04.12.2017 Online Marketing & E-commerce 28


    Commission models
    • CPA : Cost per Action
    • CPC : Cost per Click
    • CPM : Cost per Mille (Cost per Impression)

    The Affiliate Marketing is the cheapest marketing channel


    into a company.

    04.12.2017 Online Marketing & E-commerce 29


    Affiliate Marketing Channels

    Source: Affiliate Marketing Trends 2017

    04.12.2017 Online Marketing & E-commerce 30


    Fashion blogs

    04.12.2017 Online Marketing & E-commerce 31


    Top E-commerce categories Italy

    04.12.2017 Online Marketing & E-commerce 32


    Plan a campaign with Google Trends

    https://trends.google.com

    04.12.2017 Online Marketing & E-commerce 33


    Why customers buy online

    04.12.2017 Online Marketing & E-commerce 34


    Digital Touchpoints

    04.12.2017 Online Marketing & E-commerce 35


    Disruptive trends that will continue to
    drive connected commerce growth

    BUSINESS MODEL RISING DIGITAL PAYMENT PROSPERITY & URBAN LIVING


    INNOVATION CONNECTIVITY DISRUPTION GROWTH

    New retail models gain An additional 1.2 Mobile money services Global middle class More than half of the
    traction, such as click- billion people will are now available in 90 will increase from 1.8 world’s population
    and-collect, meal-kit come online by 2020, countries worldwide. billion in 2009 to 4.9 (54%) lives in an urban
    services and direct-to- driven largely by the Growth in access to billion by 2030. Rising area—up form 47% in
    consumer models and spread of mobile cashless payments prosperity will be a 2000—and this
    automatic subscription devices. The majority could lead to as much growth engine for number will rise to
    models. of this growth will as $10 trillion in consumption, with nearly two-thirds
    occur in emerging additional consumer young consumers, a (66%) by 2050.
    markets. spending over the next particularly powerful
    decade. force.

    04.12.2017 Online Marketing & E-commerce 36


    6 areas are the most important for
    an E-Commerce

    TRUST VALUE EXPERIENCE ASSORMENT CONVENIENCE PERSONALIZATION

    87% of Pricing
    Ease of The digital Making online Does your
    shoppers transparency
    ordering is shelf holds grocery more technology
    surveyed cite is a reality, as
    a top endless convenient for enable you to
    trust-related digital
    deliver of possibilities to shoppers will engage with
    need as most shopping takes
    e-tailer meet the be a key online
    important in price
    choice breadth and differentiator. shoppers?
    choosing their comparison to
    depth of
    e-tailer. a new level.
    consumer
    demand.

    04.12.2017 Online Marketing & E-commerce 37


    The death of a toy retailer

    https://www.inc.com/jason-albanese/the-death-of-a-toy-retailer-how-a-lack-of-digital-transformation-helped-destroy-toys-r-us.html?cid=sf01002&sr_share=facebook

    04.12.2017 Online Marketing & E-commerce 38


    04.12.2017 Online Marketing & E-commerce 39
    Zalando

    04.12.2017 Online Marketing & E-commerce 40


    Zalando

    04.12.2017 Online Marketing & E-commerce 41


    Some numbers

    04.12.2017 Online Marketing & E-commerce 42


    Zalando value proposition

    04.12.2017 Online Marketing & E-commerce 43


    Disruptive business model

    04.12.2017 Online Marketing & E-commerce 44


    Marketing Structure Zalando
    CR (conversion rate), monetizzazione
    e channel penetration CR %

    Transaction Transaction
    CPO (Cost-Per-Order) CAC (Cost-Acquisition-Customer) CAC Adj. CAC

    Fase iniziale del Espansione dei Offline e drive


    marketing canali di marketing efficiency
    • Broad SEO • Broader SEM/SEA • Cooperazioni display
    • Target SEM/SEA • Aumento del Display • Espansione del
    • Aggregatori di prezzo • Programmi di marketing offline
    • Sviluppo onsite/App Affiliazione • Piattaforma per
    • Target Display • TV traffic management
    • Re-Targeting • Traffic management
    • Social media
    • Viral

    Web Analytics
    CRM
    04.12.2017 Online Marketing & E-commerce 45
    Push & Pull in Zalando

    Pull Marketing must have


    new shoe
    − SEM
    − SEO
    − Affiliate Marketing

    Push Marketing
    I havemail
    − Display Marketing
    − Affiliate Marketing

    04.12.2017 Online Marketing & E-commerce 46


    Conversion Funnel

    04.12.2017 Online Marketing & E-commerce 47


    Success points
    • First, they focused on building an online marketplace for shoes in Germany and thereby
    validating the general business model.

    • Then, they expanded into more products (category expansion) and more countries
    (geographic expansion) in order gain market leadership.

    • Lastly, they now focus on improving efficiency so that sales will transform
    into profit somewhen.

    04.12.2017 Online Marketing & E-commerce 48


    04.12.2017 Online Marketing & E-commerce 49
    Renault

    04.12.2017 Online Marketing & E-commerce 50


    Experience journey – After Sales

    04.12.2017 Online Marketing & E-commerce 51


    The right media mix

    04.12.2017 Online Marketing & E-commerce 52


    Nice to read

    04.12.2017 Online Marketing & E-commerce 53


    [email protected]

    04.12.2017 Online Marketing & E-commerce 54

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