Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising
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It’s 2008, do you know where your online marketing strategy is?
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Overview of all the online marketing channels (SEO, SEM PPC Paid search, Display Advertising, Social media Marketing, Mobile Advertising) that are available to companies and how to use them.
Transcript of Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising
It’s 2008, do you know where your online marketing strategy is?
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What about online marketing?
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(% of customers who looked for or purchased something previously seen in another channel)
Source: Shop.org & RR Donnelley
26%
Store Catalog
Online
26%
39%
68%
25%
22%
Customers’ Use of Channels
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Catalog’s Hidden ROI
Catalog
Store
Online
68%
26%
Shop
Buy
Base: Received Catalog
Source: Shop.org & RR Donnelley
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0%
25%
50%
75%
apparel home/garden computergoods
gifts electronics entertainment
% Online customers who looked for or purchased item today, previously seen in catalog
Base: Received CatalogSource: Shop.org & RR Donnelley
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Base: Received Catalog
$754
$9241,051
$0
$400
$800
$1,200
AverageOnline
Customer
ReceivedCatalog
Bought fromCatalog
Composed of: 26% greater shopping frequency 11% higher average amount spent
Annual Amount Spent, Online
$
Online Customers: Catalog Drives Spending
Source: Shop.org & RR Donnelley
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Customers Consume Online Media
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What does this mean for your business?
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Customers use all channels – so should you
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Search Marketing
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Search helps your brand
• IAB / Nielsen//NetRatings study concluded sponsored text ads in the top position lifted unaided brand awareness by 27%
Source: Interactive Advertising Bureau and Nielsen//NetRatings (June 25, 2007)
Unaided Brand Awareness lift,by % above Search / Content control page
Search1st ad
+27%
Search5th ad
+14%
Content
+19%
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40%
44%
33%
10%
7%
57%
15%
16%
18%
34%
36%
50%
60%16%
15%
12%
10%
6%
6%
4%
2%
2%
2%
1%
0%
22%
60%
50%
36%
40%
44%
34%
33%
18%
16%
15%
10%
7%
57%Search engine
Manufacturer’s website
Colleague
Blog review
Content website
Magazine/Trade publication
Manufacturer’s email
Trade show
Online retailer
Local retailer
Community websites
E-mail newsletter
Manufacture’s Blog
Search is preferred by your customersFirst ChoiceTotal Choice
RESEARCH/ENGAGEMENT
CONSIDERATION/COMPARISON
PURCHASE
IAB Engagement studies 2007
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63%63%First First began began researchinresearchingg
57%57%Narrowing Narrowing down down optionsoptions
42%42%Deciding Deciding where to where to buybuy
51%51%Making Making final final decisiondecision
% Gathered Information% Gathered Information Mean # Sources UsedMean # Sources Used
2.82.8
2.72.7
2.82.8
2.52.5
They use it time and again
• Be there at each stage
• Do you know when & where your audience is purchasing?
• Are you rotating ads based on searches?
• Do you use keyword insertion to customize product ads in Google, Yahoo and MSN?
Source: Long & Winding Road
It’s not a funnel!
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When 1+1 = 3: SEO & PPC
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Why Search?
Your first ad dollar spent should be in Search!
• Search is the best opportunity to engage “intent-driven” prospects who have self-identified their category, brand and/or product interest
–Search is relevant to your target audience–Search can be used as a branding tool–Search has high penetration in all markets
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What can you do with search?
• Don’t just spend, spend wisely– Competitive analysis– Pre-launch optimization (SEO, PPC)– Creative & offer testing– Website optimization & analysis– Targeting: Geotarget, dayparting, etc – Multichannel analytics
• With minimal effort, improve performance by 20-30%
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Social Media Marketing
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Why has social media exploded?
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Why has social media exploded?
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Why Social Media Marketing?
• Because it works!– 7% increase in word of mouth advocacy
unlocks 1% additional company growth– 2% reduction in negative word of mouth
boosts sales growth by 1%
• Results, for the average company:– 1% increase in WOM advocacy = $16M
extra sales– 1% reduction in negative WOM = $49M
in additional sales
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Business Adoption of Web 2.0 Tools
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What can you do?
• POST Method–People–Objectives–Strategy–Only then technology
• If applicable:–Listening–Talking–Energizing–Supporting–Embracing
Source: Forrester Methodology
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Online Advertising
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When 1+1 = 3: Online Display and Search
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Local marketingTargeted
CampaignsPortals
SalesSocial Media
Advertising
Effective Channels to Test
Contextual
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Online Advertising – Best Practices
• Online Advertising is effective when– Media is well selected– Messaging is differentiated– Tracking is in place– Offer is easy to act on
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Mobile Marketing
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Mobile Marketing
Mobile Marketing does not stand alone;
it enhances traditional channels
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Mobile Marketing – Integrate with your catalog
Receives catalog Sends TXT Short Code
Receives thank you email & link to order form with coupon
Receives thank you txt
To: 25555Order now
From: Quartermaster.com
Thank you, we have sent you an email to place the
order or visit this page now
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Who is e-Storm?
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What we do?
• Interactive marketing– Search marketing – SEO & Paid Search– Online advertising– Social media marketing– Mobile marketing– Training
• 10 years proven interactive marketing agency
• Helped 100 companies in 3 continents (N. America, Europe, Asia)
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A Few of Our Clients
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William Gaultiertel.: 415-352-1200william at e-storm.comtwitter.com/wgaultier
linkedin.com/in/williamgaultier
Thank You!
Jai Deckertel.: 415-352-1200jai at e-storm.comlinkedin.com/in/jaidecker
