Harnessing Vertical Search

Slideshow Transcript

1. Slide 1: TM AOP - Harnessing Specialised Search January 22, 2008
2. Slide 2: Customers include:
3. Slide 4: About Digital Marketing • Increasing complexity • Much more a science than an art 4. Try something 5. Measure what happens 6. Adjust something 7. Try something else…….
4. Slide 5: Key Strategy Put the leavers of power in the hands of the editors and marketers
5. Slide 6: Search as a traffic generator • Win back search traffic from the big guys • Widgets and search toolbar syndication
6. Slide 7: Intelligence from search • “Hold the front page” • Content gaps? • “Cross sell” traffic within your portfolio • Support email and offline marketing • Build additional value into your subscriber databases
7. Slide 8: Revenue opportunities • Run-of-site • Search results pages provide additional page views for general advertising • Category sponsorships • Typically tenancy
8. Slide 9: Keyword targeting • Advertisers understand AdWords, and most already use it (CPC model) • Sell a unique combination of demographic and keyword targeting • Integrated ad server within our service provides • A range of payment models • Tenancy, CPM, CPC • A range of formats • banners, buttons, directory listings, sponsored links etc.
9. Slide 10: Self service advertising? • Typically not applicable in B2B • Is there a long tail of advertisers to address?
10. Slide 11: Functional examples • Looking for “guys?”
11. Slide 12: Functional examples • Looking for “guys?”
12. Slide 16: TM Questions?