9 questions for eBay France Marketing Manager Yoann Jegoux

In his four years as marketing manager in one of e-commerce giant eBay’s fastest growing regions, Yoann Jegoux has overseen numerous digital campaigns, planned country and region-wide strategy for e-commerce and social marketing and has overseen the sendout of untold millions of email marketing and e-commerce newsletters.

We got in touch with Yoann by email to find out about working with Top Gear, his predictions for the future of ecommerce and what he likes about doing business with Italy.

Tell us a bit about your career

First of all, I got a Master’s specialized in marketing for new technologies. It was quite new when I did it! Then I spent a rich three and a half years at Philips Automotive lighting as European Online Manager for Automotive Lighting. I had the chance to lead and create from scratch the online marketing strategy for 14 countries.

After taking some time off to pursue some personal projects do some freelance work, in April 2013 I started my eBay journey. I started as relationship manager for France. After 7 months, I took over the same role but for the France, Italy and Spain region.

Finally, since January 2015, I’ve been looking after the French marketing in all aspects. I am taking care of the digital and offline marketing strategy and execution.

How has eBay’s marketing transformed in the years since you’ve been there?

eBay is a fast paced environment. We are a pure player and we constantly try to innovate where our customers and sellers need it the most. The first thing which comes to my mind is mobile! We have changed our approach quite a lot since I joined and we have made tremendous progress in this area.

We’ve also changed our “centralized” approach for a more local organization. We try to be closer to every market and to leverage the knowledge of local offices.

It was my first TV spot, which is a bit like a childhood dream when you want to go into marketing.

You’ve planned and run a lot of campaigns for eBay France. What’s one of your favorites?

I think it’s definitely our partnership with Top Gear last year. It was my first content production for TV. We worked hand in hand with the TV channel to get the best TV spot possible. It was my first TV spot, which is a bit like a childhood dream when you want to go into marketing. The video was very nice in the end and the operation a success with our parts-and-accessories customers.

What’s the difference between running B2B and B2C marketing campaigns?

Well, there is a big one: you want to help to sell or you want to help to buy. Both are our job. We have to make sure we are the best place to sell and to buy. But the first main difference will certainly be the vocabulary you use. You can’t speak the same language to such different audiences. And the second, the look and feel of the marketing material. From very detailed and clean-looking for pro sellers to inspiring and colorful for customers.

What’s one marketing approach you’d love to experiment with?

I’d like to experiment with an advanced virtual reality experience. All the new devices coming on the market are opening brand new horizons for marketing.

The average attention time on a newsletter is between 4 and 8 seconds. If, you don’t make it visible or attractive in this time frame, it’s over.

What are important things to consider when crafting email campaigns?

Well, I would start by something we tend to forget quickly because we prepare these newsletters for hours: the average attention time on a newsletter is between 4 and 8 seconds. If, you don’t make it visible or attractive in this time frame, it’s over. Secondly, more than 55% of the audience in France opens the newsletter on mobile. So, you have to think responsive. You even have to design your newsletter for small screens first.

What do you think are some future trends in e-commerce?

I’m not sure I can see the future but I would mention:

• Real time marketing. Getting the right ad, at the right moment and the right place. Most of the advertising online has one goal: ROI, or the return on investment. Only few companies can afford branding only. Hence, in the future, nobody will be likely to waste a single impression on a non-qualified audience. As even today we have the possibility to target advertising in terms of demographic data, geographical data and hours, I think we’ll tend to see only very targeted advertising adapted to your real time context.

Most of the content supplied by brands is still not very adapted to what the consumer wants.

• Social network influence for purchases. Purchasing behavior is in 70% of the cases influenced by close surroundings. Word of mouth and social networks are both channels that will play a big role in the future in the e-commerce. The challenge for brands here is to be relevant on social networks. Most of the content supplied by brands is still not very adapted to what the consumer wants. The next battle is here.
• Mobile purchasing. Though, to be honest, this is not really the “future” ― we are already here. However, there is still a lot to improve and there are growth levers here for most companies. There is still a lot of effort to be made in terms of content and readability.

What I like [about Italy] is that relationships at work are still a lot about human feelings.

You travel a lot for work. If you could live anywhere for work, where would it be?

I think it would be San Francisco. This city is a dream for European folks and I understood why last December.

What do you like best about coming to Italy?

I could say the food but I wouldn’t be very original. What I like is that relationships at work and in business are still a lot about human feelings. It’s about trust, smiles and mutual understanding.

 

Since 2012 Moskito Design has been working with eBay France to produce digital marketing campaigns, newsletters and print campaigns.