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47ª sessió: Al límit de la publicitat per atraure els usuaris

Gemma Escribano Chief Marketing Office at Wallapop @gemmaescribano

Què és Wallapop?

3 years 40 million users Mobile First

How did we get there?(Brief) History of wallapop:

2013

how did we get there?

A month later…

how did we get there?

how did we get there?

Què és el màrqueting digital?

Estratègies 360º Online - Offline

La medició

Estratègies i claus d’èxit

Paid Traffic sources Organic Traffic sources

Paid Traffic sources

Paid traffic sources

Performance Marketing Brand Marketing Offline Marketing

Performance Marketing

Social Ads Display Ads Search Ads

Tracking tools

Performance Marketing

Brand Marketing

Brand Marketing

Influencers / Youtubers Marketing Content

Offline Marketing

Offline Marketing

Television Outdoor Events

RELEASE NOTES

Offline Marketing

RELEASE NOTES

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Sigues autèntic. Sigues tu mateix.

La medició

Organic Traffic sources

Organic traffic sources

Landing Optimization Onboarding process

Word of mouth Marketing Own channels viralityCLM / CRM

HERO IMAGE A/B TEST

Test CoversTest

Screenshots

Take care of your ReviewsTest Short / Long Descriptions

+ Work on keywords

Landing Optimization

Landing Optimization

FAIL!!!

Landing Optimization

A B

C D

Landing Optimization

Landing Optimization

Screenshot Test

17% Optimised

how did we get there?

Onboarding process 1 2 3

Onboarding process

Onboarding process

Onboarding process

Onboarding process

Onboarding process

Onboarding process

Onboarding process

Fes-ho fàcil

how did we get there?

Social Sharing Login/Register Intern affiliation In-app content

Own channels

Own channels Virality

Word of mouth Marketing Platforms

CLM (Customer lifecycle management)

CLM = Missatgets que li envies a l’usuari

Thanks!∫