This document discusses how retailers can increase their share of traffic by better understanding how consumers search online. It suggests tailoring search engine marketing strategies to different types of online shoppers, such as bargain hunters or those seeking convenience, and integrating search with other media. Retailers are advised to utilize all assets on their webpage and tailor search campaigns to work with other marketing channels in order to increase both their share of voice and market share.
The Strategy Segmentation (Take segments & split into multiple sub segments) Understand Audience Who, Where, Market size Share – who has what share of what segments Growth - Identify where it is Motivators – why do/will they buy Why are they / are they not ...buying from DFS and who are they buying from Target Use Segmentation + Split into sub segments Have identified at least 20 How we will target media to segments – BECKY - Pete talk about how we ensure targeting via search – at KW level Personalisation Use messaging to tackle individual requirements/issue each segment Use sequential messaging Key is to Start a dialogue and continue one Needs to play out through all media channels and on website Today is to show you how it can flow through all online channels Pete talk about tailored messaging in search to tee up his section Becky – talk about how we are already seeing great results doing this in Facebook Website is your issue – have assumed as per conversation this will be done (with our help)Increase CL & Quality Segments – up to where they should beGrow past offline market share of segmentsWhere will growth come fromTake right share of segments not already gettingIncrease share from segments
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