Toys “R” Us

Comprehensive BriefE-Commerce Strategies

4Q FY 2008By

Anam Ali

On-Line Strategy Pyramid Constructing TRU Value Proposition Measuring Campaign Success Implementing interactive marketing strategy with TRU

cross functional units

Interactive Channels Email Marketing Strategy & Creative Process SEO Optimization Driving SEO activities to gain marketing & PR objectives Optimization of web related activities, design, & digital

marketing efforts Visitor traffic, click through by product type &

conversion rate Campaign development & optimization Content for TRU Users not Search Engines

Advanced Action Steps Evaluate at the campaign level Planning Customer Experience Evaluate at the Product Level Using Conversion rate to improve the

campaign Investing across the buying cycle Evaluating & picking most efficient

conversion types of Direct, Deferred, Indirect

On-Line Strategy Flow Analyzing TRU site, website design Selecting Keywords most relevant to TRU customers Review of TRU/BRU offerings using all products &

services to generate keywords. Utilizing Buying Cycle to increase site traffic & time on

site Consider what TRU wants customers to do? Better

informed about the product or make a purchase? URL specific to search

Tracking Conversion

• Goal Type: Successful Transaction- URL Destination- Time on Site Pages Visited• Number of Downloads, sign ups &

sales• Contact Form: Success Page (User lands on Home

pg Contact form Fills Submit Success pg)

View Conversion Counter Data

Account Summary Page Manage Categories Page Activate Content Match Manage Bids Page Manage Listing Page & Reports URL Activity Detail Search Term Summary

Interactive Marketing Analytics

Measuring Campaign Effectiveness Interactive Marketing Metrics Sales Cycle & Funnel Analysis Planning Customer experience by

user scenarios New vs. Repeated Business

Interactive Marketing Strategy Flow

Campaign Development

Form a 4QTR Action Plan Create a TRU Program Brief Develop Seasonal Timeline & Budget Develop Content Plan Design Test & Control Track Program Performance Analyze Campaign Results

Conclusion To optimize on-line marketing strategy,

interactive marketing tools coinciding with business goals

To increase interactive marketing analytics, response, conversions, sales leads through cost effective measures

Driving SEO activities to achieve marketing & PR objectives

Focusing on content match, E-mail, Direct