Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising

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Information about Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising
Business & Mgmt

Published on June 12, 2008

Author: wgaultier

Source: slideshare.net

Description

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.

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

What about online marketing?

Customers’ Use of Channels (% 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%

Catalog’s Hidden ROI Catalog Store Online 68% 26% Shop Buy Base: Received Catalog Source: Shop.org & RR Donnelley

% Online customers who looked for or purchased item today, previously seen in catalog Base: Received Catalog Source: Shop.org & RR Donnelley

Online Customers: Catalog Drives Spending Base: Received Catalog Composed of: 26% greater shopping frequency 11% higher average amount spent Annual Amount Spent, Online $ Source: Shop.org & RR Donnelley

Composed of:

26% greater shopping frequency

11% higher average amount spent

Customers Consume Online Media

What does this mean for your business?

Customers use all channels – so should you

Search Marketing

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 Search 1 st ad +27% Search 5 th ad +14% Content +19%

IAB / Nielsen//NetRatings study concluded sponsored text ads in the top position lifted unaided brand awareness by 27%

Search is preferred by your customers 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 IAB Engagement studies 2007 First Choice Total Choice RESEARCH/ENGAGEMENT CONSIDERATION/ COMPARISON PURCHASE

% Gathered Information 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! 63% First began researching 57% Narrowing down options 42% Deciding where to buy 51% Making final decision Mean # Sources Used 2.8 2.7 2.8 2.5

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?

When 1+1 = 3: SEO & PPC

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

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

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% 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%

Social Media Marketing

Why has social media exploded?

Why has social media exploded?

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 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

Business Adoption of Web 2.0 Tools

What can you do? POST Method People Objectives Strategy Only then technology If applicable: Listening Talking Energizing Supporting Embracing Source: Forrester Methodology

POST Method

People

Objectives

Strategy

Only then technology

If applicable:

Listening

Talking

Energizing

Supporting

Embracing

Online Advertising

When 1+1 = 3: Online Display and Search

Local marketing Targeted Campaigns Portals Sales Social Media Advertising Effective Channels to Test Contextual

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

Online Advertising is effective when

Media is well selected

Messaging is differentiated

Tracking is in place

Offer is easy to act on

Mobile Marketing

Mobile Marketing Mobile Marketing does not stand alone; it enhances traditional channels

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: 25555 Order now From: Quartermaster.com Thank you, we have sent you an email to place the order or visit this page now

Who is e-Storm?

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)

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)

A Few of Our Clients

William Gaultier tel.: 415-352-1200 william at e-storm.com twitter.com/wgaultier linkedin.com/in/williamgaultier Thank You! Jai Decker tel.: 415-352-1200 jai at e-storm.com linkedin.com/in/jaidecker

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