Search Marketing Tactics For Online Retailers this Holiday Season

Post on 14-Jun-2015

552 views 2 download

Tags:

description

According to eMarketer and comScore, holiday e-commerce spending is projected to grow by about 12%. However, current market conditions suggest differently - a drop in consumer spending may dampen an otherwise rosy outlook for the holiday shopping season.

Transcript of Search Marketing Tactics For Online Retailers this Holiday Season

This is

Search Marketing Tactics For Online Retailers this Holiday Season

by

!"#$%&'()*#!+,,#

-.'/0'*)1#(23#

•  !"#$%%&'(%)'*+,,'-%$./012'•  345'-%$./01'6%72"85)'

•  9%$":%72'–  ;7<52:7='0>)%22'>40775$2'– 6%775>:7='?.#4'>%72"85)2'

agenda

outlook for 2011

•  -%?'8071'2502%70$'/%$$0)2@'–  )5#0.$'5>%885)>5'20$52'%('AB*CDE7'

– *+,+'4%$./01'2502%7F'4,!5'%<5)'*++G'

outlook

,678#

!978#

!67!#!:7+#

!67,#

;!78#

15

20

25

30

35

2005 2006 2007 2008 2009 2010 2011

!"#$%&'()*+&$#(*,"--*),*(.&#*.(/0(1$##$"2.3(

4"5),*6(*7&)8*+*)(

?

!"#$%&'(.*&."2(9(:";*-1*)(<(=*,*-1*)(

•  H>%885)>5F'I50)J57/'<2C'I50)J)%"7/'

– -%$./012K'240)5'%('#%#0$'5>%885)>5'?02'=)50#5)'.7'*++LJ*++M'

– N%<'O'P5>'$522'.8Q%)#07#@'

–  >&2?@,+(-")*($-A")+&2+B(

outlook

!,7!5#!,7"5#

!,7;5#

,67<5#

!+7!5#

,67<5#

17.0%

18.0%

19.0%

20.0%

21.0%

22.0%

23.0%

2005 2006 2007 2008 2009 2010 2011

!"#$%&'(.C&)*("D(+"+&#()*+&$#(*,"--*),*(.&#*.(

4"5),*6(*7&)8*+*)(

?

• R457'#45'=%.7='=5#2')%"=4S'–  ;7'0'E0/'5>%7%81T'4%$./01'5J>%885)>5'2Q57/.7='#0&52'0'E.==5)'4.#'#407'150)J)%"7/''

outlook

-10.0%

0.0%

10.0%

20.0%

30.0%

2006 2007 2008 2009 2010

I50)J57/'U4%$./012V' I50)J)%"7/'4"5),*6(*7&)8*+*)(

E*&)?";*)?'*&)(F)"G+C($2(C"#$%&'()*+&$#(*,"--*),*(.&#*.(

•  3451K)5'4%$./012'W''E"#'?.$$'#451'E5'40QQ1@'– X758Q$%1857#Y"7/5)58Q$%1857#'

– Z"$75)0E$5'[707>.0$'80)&5#2'– R50&'>%72"85)''>%7[/57>5'

– N%'57/'.7'2.=4#\'

outlook

the holiday consumer

•  ]).>5J/).<57'•  90<<1'0E%"#'20<.7=2\(

Holiday Consumers

9!7<5#;87+5#

!:7:5# !<7+5#!!7+5# !,785#

897+5#

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Only buy gifts on sale

More comparison

shopping

Buy for fewer relatives

Buy for fewer friends

More ROPO More shopping online

Spend less money!

4"5),*6(HIJ)*.*&),CK(>5#'(LMNM(

O*.*&),C("2#$2*K(P5),C&.*("Q$2*(

R("D(ST4T(,"2.5-*).(5.$2F(.+)&+*F$*.(+"(.A*2%(#*..(%5)$2F(C"#$%&'.(

•  3451'2#0)#'50)$1'%7'#45.)'4%$./01'24%QQ.7=S'– ^$8%2#'40$('%('40<5'E5="7'24%QQ.7='E1'95Q#58E5)'

Holiday Consumers

=>2#'*#)>*?@)*#!,5#

AB/)CAB?2CDBE#,95#

-).&#,!5#$%&#

,:5#

F'G#!,5#

H)%#,95#

U$-*D)&-*(+"(.+&)+(C"#$%&'(.C"AA$2FV)*.*&),C(

4"5),*6(W4+&+*("D(4C"AA$2FKX(J""F#*(<(@UYK(7&'(LMNM(

•  _"#'#451K)5'2:$$'/).<57'E1'$02#J8.7"#5'>%7<57.57>5'– 995'%('4%$./01'250)>452'(%)'$02#J8.7"#5'=.`2'07/'2#%)5'$%>0#%)'#5)82'()%8'8%E.$5'/5<.>52(

Holiday Consumers

!65#!;5# !!5# !+5# ,65# ,65#

0%

10%

20%

30%

40%

50%

Look for better price

Look for product reviews

Receive sale alerts

Search at another store

Use mobile barcodes

Use mobile coupons

4"5),*6(I2.$FC+Z[A)*..K(=*,(LMNM(

R("D(ST4T(,"2.5-*).(5.$2F(.A*,$\,(-"1$#*(.C"AA$2F(.+)&+*F$*.(%5)$2F(C"#$%&'.(

solutions

•  I*'(?)J3';7a0:%7'.7'85/.0'>%2#2'.2'4.=45)'/").7='#45'4%$./012'– ]0./'250)>4'0<=C'6]6'U>%2#JQ5)J>$.>&V'?02'bcd'I!I'– ]P](&,+5&##'(%"G2(?NR(^@^(&_*)(C"#$%&'.`(

•  -'?BK'/3'!7$.75'0/<5):2.7='8070=5857#'Q$0e%)8'– ^7:>.Q0#5'>407=52'O'5f5>"#5'

solutions Paid Search

Display Mobile Social

`(J""F#*(Z&)2$2F.(O*A")+K(aA)$#(LMNN(

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– g5<.2.#'Q02#'4%$./01']]6'85#).>2T'52QC'>407=52'.7F'•  6$.>&#4)%"=4')0#5'U63gV'•  6%2#JQ5)J>$.>&'U6]6V'•  6%7<5)2.%7')0#5'U6ZgV'

– X25'h%%=$5';72.=4#2'#%'Q)%i5>#'250)>4'j"5)1'<%$"85'E025/'%7'Q02#'4%$./01'2502%72'

– ])5J58Q:<5$1'0/i"2#'E./2YE"/=5#2'"2.7='%7$.75'0/<5):2.7='8070=5857#'#%%$'

– ="2b+(G&$+(52c#(^de(

•  I*'(?)J3'345)5'0)5'%7$1'2%'8071'250)>4'j"5).52'%"#'#45)5'#%'E5'40/'– 6%72"85)2')0)5$1'#0&5'0>:%7'0`5)'.7.:0$'5fQ%2")5'

•  -'?BK'/3'9:8"$0#5'8%)5'/5807/'?.#4'/.2Q$01'0/<5):2.7='– h%%=$5'950)>4'k'h%%=$5'P.2Q$01'N5#?%)&'UhPNV'

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– X25'Q0./'250)>4'&51?%)/2'#%'>)50#5'>%7#5f#"0$$1J#0)=5#5/'>08Q0.=72'%7'hPN'

– _52#JQ5)(%)8.7='250)>4'0/'>%Q1'UE025/'%7'63g'07/'6ZgV'="./52'/5<5$%Q857#'%('/.2Q$01'>)50:<5'

– l%>"2'/5$.<5)1'%('0/'.8Q)522.%72'%7'4.=45)'0?0)57522T'57=0=5857#'O'>%2#J5m>.57>.52'

– P5Q$%1')5#0)=5:7='#5>47%$%=1'#%'022%>.0#5'57/J"25)'0>:%7'?.#4'2Q5>.[>'>%88"7.>0:%72'

solutions Paid Search

Display Mobile Social

solutions Paid Search

Display Mobile Social

•  I*'(?)J3'^<5)0=5'^85).>07K2'=.`'24%QQ.7='E"/=5#'?.$$'/5>)5025'#4.2'4%$./01'2502%7n'

•  -'?BK'/3'g50>4'>%72"85)'25=857#2'?4.>4'0)5'Q)%75'#%'2Q57/.7='8%)5'– g%"=4$1'40$('%('o%E.$5Y30E$5#'"25)2'?.$$'80&5'0'4%$./01'Q")>4025'%7'#45.)'/5<.>5'#4.2'150)nn'

– 34.2'>)%?/'#57/2'#%'2Q57/'8%)5'%7'0<5)0=5'(%)'5J>%885)>5'#)0720>:%72nnn'

`(:&c"2&#(O*+&$#(f*%*)&c"2((``(P&'A&#VIA.".K(4*A+(LMNN(``(H$gO&+*(I2.$FC+.(<(f"))*.+*)6(UC*(Z-*)F$2F(U&1#*+(7&)8*+(

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– X25'^!Z'U0<5)0=5'%)/5)'<0$"5V'85#).>2'#%'(%>"2'0/<5):2.7='/%$$0)2'%7'Q)%[#0E$5'0"/.57>52'

– 95=857#'5f.2:7='Q0./'250)>4'>08Q0.=72'•  P52&#%QT'30E$5#T'o%E.$5'

– o0&5'"25'%('8%E.$5J().57/$1'0/'5f#572.%72'•  p%>0:%7'5f#572.%72T'6$.>&J#%J60$$'

–  ;7<52#'.7'8%E.$5J%Q:8.q5/'?5E'>%7#57#'O'0QQ2'

•  I*'(?)J3'345'>%8Q5::%7'(%)'250)>4'>$.>&2'450#2'"Q'.7'N%<58E5)'O'P5>58E5)'– 950)>4'80)&5:7='E"/=5#2'bL*d'I!I'.7'*+,+n'

•  -'?BK'/3'g50>4'>%72"85)2'.7'%#45)'().57/$.5)'57<.)%7857#2'– Dcd'%(')5#0.$5)2'?.$$'/5Q$%1'8%)5'5f#572.<5'2%>.0$'85/.0'2#)0#5=.52'#4.2'4%$./01'2502%7nn'

– 6%72"85)2'5fQ%25/'#%'E)07/2'<.0'2%>.0$'85/.0'0)5'8%)5'$.&5$1'#%'250)>4'(%)'.#T'8%)5'$.&5$1'#%'>$.>&nnn'

solutions Paid Search

Display Mobile Social

`(h*2.C""(LMNM(@2#$2*(O*+&$#(!"#$%&'(4C"AA$2F(O*A")+(``(UC*(Z+&$#$2F(J)"5AK(LMNM((

```(J)"5A(7(<(,"-4,")*6(WUC*(I2i5*2,*%KX(LMMj(

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– ^E07/%7'#45'r#%QJ)07&K'./5%$%=1'(%)'Q")5'g!;'– ].<%#'^<5)0=5']%2.:%7'85#).>2'<2C'6]6'O')5<57"5T'#%'[7/'%Q:80$'E./')07=52'

– o.75'Q)%[#0E$5'&51?%)/2'#%'"25'02'0"/.57>5'25=857#2'%7'l0>5E%%&'0/<5):2.7='

–  ;7<52#'.7'0'2%>.0$'85/.0'2#)0#5=1'#%'57=0=5'>%72"85)2'O'/).<5')5<57"5'?.#4%"#'85/.0'.7<52#857#'

•  g5#0.$5)2K'#%J/%'$.2#F'– o0&5'280)#'>)%22J>40775$''.7<52#857#2'

– 6%775>#'?.#4'1%")'>%72"85)'

– ]$07'0450/'(%)'*+,*\'

solutions

P.2Q$01'

o%E.$5'

9%>.0$'

Column1

-)>*%M#

thank you! LL'R024.7=#%7'9#)55#'

9".#5'c++'_)%%&$17T'NI',,*+,'

UDsDV'*LMJ,,+D'???C?5E$.j"./=)%"QC>%8'

t?5E$.j"./''

!"#$%&'(&)$&*$+$)&,&-+.$/+01"23,$+,"345$6&-7$894"*$&3$$:"6$;801<$%83)83$+3)$%+,8*<$:&,"0&+=$$

f")(&%%$c"2&#()*."5),*.(&1"5+(4*&),C(7&)8*c2F(&2%(!"#$%&'(Z?]"--*),*K($2,#5%$2F(*[&-A#*.(%$.,5..*%($2(+C*(G*1$2&)K(A#*&.*(;$.$+6(

7>?@AA666=6"#.&'(&),08(?=48/A#.8,A6"#&3+0*A84-BCA$