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

Email

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