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© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES
Chapter 7Customer Acquisition: Search, Email & Other
Chapter 6Customer Acquisition: Branding and Advertising
Based on
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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CUSTOMER ACQUISITION TECHNIQUES
Digital out-of-home
Real world and virtual
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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Search Engine Usage Varies by ProductAlthough overall search engine usage by online shoppers is high, it varies greatly depending on what type of product is being bought. For example, apparel shoppers are the least likely to use search engines. Only 12% of apparel shoppers stated that they used a search engine for their last online purchase.
http://www.marketingcharts.com/interactive/online-shoppers-rely-on-search-engines-12056/
PURCHASERS RELY ON SEARCH
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MARKETERS TURNING TO SEARCH
MARCH 31, 2010
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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BING IS THE NEW PLAYER
http://www.discoverbing.com/tour/
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SEARCH ENGINE SOM
http://www.marketingcharts.com/direct/americans-conduct-more-core-searches-in-march-12578/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SEARCH ENGINE CTR
Dec 7, 2009 http://chitika.com/research/2009/update-months-later-bing-users-still-ad-crazy/
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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WHAT’S WORKING
http://www.marketingsherpa.com/article.php?ident=31591#
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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WORLD OF SEARCH – BROADER THAN SEARCH ENGINES
Pay per click
Mobile
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ITEMS THAT AFFECT RANKINGSIMPACT DEPENDS ON ALGORIGHM OF SPECIFIC ENGINE
• Keyword Density (location, frequency and relevance)
• HTML Title Tag
• Content Quality and Relevance
• Links (quality)
• Number of Click-Throughs• Bing Seems to Be Including Domain Age
Webmaster Pages
https://www.google.com/webmasters/tools/home?hl=en
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SEARCH ENGINE MARKETING (SEM)
• Search Engine Optimization (SEO) Improving Ranking on Organic/Natural
Search
• Pay per Click (PPC) or Impression) Paid Text Advertising on Search and
Content Pages
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ORGANIC RANK NEGATIVES• Flash Entry Pages
Search Engine Spiders Can’t Read Them• Dynamic (database driven) Pages• Frames (separate scrollable windows on a page)• No Site Map
Spiders Use them to Navigate the Site• Irrelevant/Poor Quality
Keywords and Links (may include purchased)• Attempts to Trick Search Engines
Hiding Keywords with White-on-White Text Create Irrelevant Pages Just for the Spiders And Others That Can Result in Exclusion
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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PAY PER CLICK• Set Up Account With Search Engine• Select Keywords/Submit Bids• Write Text Ad• Provide URL• Publish Ad• Monitor Reports
Use to Improve Current Campaign, Plan Future Campaigns, Develop Landing Pages
• See Google AdWords, Yahoo! Sponsored Search and others
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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TEXT, IMAGE, DISPLAY, MOBILE
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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KEYWORD BIDDING
https://adwords.google.com/select/KeywordToolExternal
Many Other Tools• Wordtracker• KeywordSpyetc.
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AFFORDABLE KEYWORDS
• The highest-priced keyword in the United States last month sold on Google for $99.44 per click, according to the AdGooroo Search Engine Advertising Update: Q309.
• The report released Wednesday pegs Mesothelioma as the highest-selling keyword in September. The same word sold on Yahoo in the No. 1 spot for $60.68 per click. The phrase "auto insurance comparison" took top honors on Bing, bringing in $55.20 per click.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115431
October 14, 2009
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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OTHER TYPES OF SEARCH
• Desktop
• Local
• Vertical
• Personalized
• Social Media Platforms
• and Growing!
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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INTEGRATION MATTERS!
“Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” said Chris Copeland, CEO of GroupM Search—The Americas, in a statement.
The Synergy of Search and Social MediaeMarketer, OCTOBER 15, 2009
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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Sponsored search links also appealed to younger and higher-income targets, with 23% of 25- to 34-year-olds saying they were very likely to act on such ads compared with 11% of respondents overall. Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as Hispanics and African-Americans. APRIL 6, 2010
INTERNET USERS RESPOND TO ADS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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IAB SETS GUIDELINES, PROVIDES INFO
http://www.iab.net/iab_products_and_industry_services/508676/508767
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SIZE AND PLACEMENT MATTER
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AD SERVING
The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.
http://www.iab.net/resources/glossary_a.asp
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AD TARGETING
• Contextual Advertising• Ads Served Based on Content—
Keywords, Titles, URL
• Behavioral Advertising• Use Anonymous Data to Serve Ads
Based on Behavior– Websites Visited, Search Keywords, Products Purchased, etc.
• Many Nets, see http://www.imediaconnection.com/resourceconnection/adnetwork.asp
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ADS ON SOCIAL NETWORKS
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3rd PARTY & PROPRIETARY NETWORKS
http://www.glammedia.com/advertisers/, http://tinker.com/
http://www.doubleclick.com/products/dfa/benefits.aspx
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AUTOMATED BIDDING (PRICE INFO)
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BE WARY OF CTRs
http://blogs.zdnet.com/BTL/?p=25275
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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NOT CLICKS - CONVERSIONS!
http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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THE GOAL IS
TO ACQUIRE NEW FOLLOWERS
THAT CAN BE MONETIZED
OVER TIME
IN SOCIAL, ONLINE OR OFFLINE MEDIA.
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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QUICK WRAP-UP
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MOST UNDERAPPRECIATED ISSUE - I
• Social Media Networks Allow Identification of Groups/Segments Niches Specialists Influentials
• For Direct, Personalized Targeting Based on Your Objectives & Target
Audience
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MOST UNDERAPPRECIATED ISSUE-II
Marketing Research
Plays a MINIMAL ROLE
in This Type of Targeting.
Marketing/Social Media BEHAVIORS
Are Key to Successful Segmentation.
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TOP 10 SMM MYTHS1. It’s Easy.2. It’s Free.3. It’s About Technology.4. Social Media Can Replace Other Channels.5. Social Media Reaches Mass Audiences.6. Marketers Can Talk About Their Products.7. All Internet Users Will Participate.8. Management Will Understand the Potential.9. We’ll See Results Right Away.10. We’ll Put It Up and It Will Take Care of Itself.