INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

© 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

3

CUSTOMER ACQUISITION TECHNIQUES

Digital out-of-home

Real world and virtual


4

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


5

MARKETERS TURNING TO SEARCH

MARCH 31, 2010


6

BING IS THE NEW PLAYER

http://www.discoverbing.com/tour/


7

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


8

SEARCH ENGINE CTR

Dec 7, 2009 http://chitika.com/research/2009/update-months-later-bing-users-still-ad-crazy/


9

WHAT’S WORKING

http://www.marketingsherpa.com/article.php?ident=31591#


10

WORLD OF SEARCH – BROADER THAN SEARCH ENGINES

Pay per click

Mobile


11

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


12

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


13

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


14

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


15

TEXT, IMAGE, DISPLAY, MOBILE


16

KEYWORD BIDDING

https://adwords.google.com/select/KeywordToolExternal

Many Other Tools• Wordtracker• KeywordSpyetc.


17

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


18

OTHER TYPES OF SEARCH

• Desktop

• Local

• Vertical

• Personalized

• Social Media Platforms

• and Growing!


19

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


20

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


21

IAB SETS GUIDELINES, PROVIDES INFO

http://www.iab.net/iab_products_and_industry_services/508676/508767


22

SIZE AND PLACEMENT MATTER

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645


23

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

http://www.iab.net/resources/glossary_a.asp


24

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


25

ADS ON SOCIAL NETWORKS


26

3rd PARTY & PROPRIETARY NETWORKS

http://www.glammedia.com/advertisers/, http://tinker.com/

http://www.doubleclick.com/products/dfa/benefits.aspx

http://www.glammedia.com/advertisers/

http://tinker.com/


27

AUTOMATED BIDDING (PRICE INFO)


28

BE WARY OF CTRs

http://blogs.zdnet.com/BTL/?p=25275


29

NOT CLICKS - CONVERSIONS!

http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635


30

THE GOAL IS

TO ACQUIRE NEW FOLLOWERS

THAT CAN BE MONETIZED

OVER TIME

IN SOCIAL, ONLINE OR OFFLINE MEDIA.


31

QUICK WRAP-UP


32

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


33

MOST UNDERAPPRECIATED ISSUE-II

Marketing Research

Plays a MINIMAL ROLE

in This Type of Targeting.

Marketing/Social Media BEHAVIORS

Are Key to Successful Segmentation.


34

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.

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

Documents

Transcript of INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES