It’s 2008, do you know where your online marketing strategy is?

2

What about online marketing?

3

(% 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

4

Catalog’s Hidden ROI

Catalog

Store

Online

68%

26%

Shop

Buy

Base: Received Catalog

Source: Shop.org & RR Donnelley

5

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

6

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

7

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

10

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%

12

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

13

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?

19

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

21

Business Adoption of Web 2.0 Tools

22

What can you do?

• POST Method–People–Objectives–Strategy–Only then technology

• If applicable:–Listening–Talking–Energizing–Supporting–Embracing

Source: Forrester Methodology

23

Online Advertising

24

When 1+1 = 3: Online Display and Search

25

Local marketingTargeted

CampaignsPortals

SalesSocial Media

Advertising

Effective Channels to Test

Contextual

26

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

27

Mobile Marketing

28

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?

31

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