Connecting the Dots:
Effectively Integrating Search
into Digital Marketing Mix
Motoko Hunt
President, Search Marketing Con...
Today You Will Learn
• How to integrate search marketing into multiple
digital marketing business units for bigger
success...
After entering the Internet industry in mid 90's, Motoko
established AJPR in 1998. Since then, she has been providing
Sear...
Agenda
• Integrating Search into Digital Marketing Mix
– Data and information to share
– How to integrate
– Content design...
Integrating Search Into
Digital Marketing Mix
Data and Information to Share
Keywords
KPIs and Reports
Campaign Goals
Marketing Messages
Media Calendars
Marketing Collat...
Share Keywords
Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketing
Share Marketing Messages
Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketi...
Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketing
Share Media Calendars
How to Integrate
Identify campaign
goals and audiences
Select target keywords
Write ad copies to
achieve goals using
keywo...
Content Design and Organization
Brand1 Brand2 Brand3 Brand4 NA EMEA APAC
Product Info
Social Content
Images
Videos
Article...
Content Opportunity Discover
India Thailand Hong Kong
Transportation
Airline
Train
Taxi
Airline
Car
Bus
Airline
Destinatio...
Content Delivery
Search Implications on Roles
 Content Authors – Local content authors ensures the page content is releva...
Content Localization
Optimized
English
Content
Localization
Local Keyword
Research
Localized
Content
Optimization
Optimize...
Aligning Related Content
Case 1:
• Identified top “shared” keywords in each market
• Aligned common words and content to s...
Challenges and Governance
• Too many stakeholders
• Too many agencies
• Difficulty with having
timely communication
• Corp...
Process, Governance,
Standards, and
Best Practices
Enforce
Share
Create
Provide
Training &
Support
Project Score Card
Brand1 Brand2 Brand3 Brand4 NA EMEA APAC
Use of corporate KPIs
for reporting
Y Y Y Y Y
Use of the lates...
Corporate Restructuring
for Search and Digital
Success
Why Restructure?
Scalability
Corporate
Alignment
Efficiency
Missed Opportunity from Not Sharing
You are not
here!
It’s so easy even a dog can do it
Communication Breakdown
Wasted Resources and Budget
Localization
Website
optimization
Website
maintenance
Analytics,
Reports
Ads
management
Tips for Restructuring
Identify the Key Players
Create the Unified Goals
Set Up the Global Search Council
Obtain C-Level’s...
Identifying the Key Players
Structure for Better Engagement
Search
Web
Operation
IT
Analytics
Social
Product
Team
Content
Owners
Corp Mgmt
Advertising...
Creating the Unified Goals
Email, eNewsletter,
Display Ads
Web
Content
Social Media
Paid &
Organic
Search
Corporate Goals ...
Global Search Council
A team of subject matter experts, who offer:
(among other things)
Governance &
Work Flow
Create & Ma...
Obtaining C-Level Buy-In
Show the Business Impact with
Missed Opportunity Matrix™
– Keywords
– Estimate Search per Month
–...
WW Search Manager
Brand Brand Brand Brand
Web
Marketing
Site Arct
Manages
• Coordination of centralized team
• Overall Sea...
Move The Needle
Move The Needle
Identify the stakeholders for establishing the
search and digital marketing integration
Stakeholders are:
...
• Look at the data
• Integrate based on data
• Measure and improve
• Integrate search attributes into the development
& lo...
www.onlinemarketinginstitute.org
Thank You!
Learn more at
How to Integrate Search into the Digital Marketing Mix
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How to Integrate Search into the Digital Marketing Mix

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How to Integrate Search into the Digital Marketing Mix

  1. 1. Connecting the Dots: Effectively Integrating Search into Digital Marketing Mix Motoko Hunt President, Search Marketing Consultant AJPR
  2. 2. Today You Will Learn • How to integrate search marketing into multiple digital marketing business units for bigger success • The effective corporate structure by connecting the dots of search and other business initiatives
  3. 3. After entering the Internet industry in mid 90's, Motoko established AJPR in 1998. Since then, she has been providing Search Marketing Services targeting Japan and Asia to businesses from around the world. Her search marketing services with her extensive knowledge of Asia and Global market have been highly valued and resulted in significant impact for some of the world's popular brands' search marketing campaigns. A number of her articles have been published on industry websites and printed media. Motoko is a frequent speaker at search marketing conferences globally and gives seminars and training about International Search Marketing. Also, she has been serving as a Chairman of SEMPO APAC Committee. In March 2009, she received the first SEMPO President Award for her support and dedication to the search industry and SEMPO organization. For more information, visit http://www.ajpr.com About Me motokohunt
  4. 4. Agenda • Integrating Search into Digital Marketing Mix – Data and information to share – How to integrate – Content design and organization – Challenges and Governance • Corporate Restructuring for Search and Digital Success – Why restructure? – Tips for successful restructuring
  5. 5. Integrating Search Into Digital Marketing Mix
  6. 6. Data and Information to Share Keywords KPIs and Reports Campaign Goals Marketing Messages Media Calendars Marketing Collaterals
  7. 7. Share Keywords Search Marketing Web Content Social Media Reports / White Papers Online Marketing Offline Marketing
  8. 8. Share Marketing Messages Search Marketing Web Content Social Media Reports / White Papers Online Marketing Offline Marketing
  9. 9. Search Marketing Web Content Social Media Reports / White Papers Online Marketing Offline Marketing Share Media Calendars
  10. 10. How to Integrate Identify campaign goals and audiences Select target keywords Write ad copies to achieve goals using keywords Create marketing content using keywords and ad copy following guidelines Content optimization & localization Campaign launch
  11. 11. Content Design and Organization Brand1 Brand2 Brand3 Brand4 NA EMEA APAC Product Info Social Content Images Videos Articles/WP Wiki Blog/Forum Marketing Collaterals
  12. 12. Content Opportunity Discover India Thailand Hong Kong Transportation Airline Train Taxi Airline Car Bus Airline Destination Local area China Bangkok Hawaii Local area China Thailand Tokyo Israel Local area Tokyo Thailand Macau Dubai Interest Luxury Package Visa application Cruise Villas B&Bs Interests among multiple markets Market specific interests
  13. 13. Content Delivery Search Implications on Roles  Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords  Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation  QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map.  Search Team – Monitors inclusions, ranking and traffic
  14. 14. Content Localization Optimized English Content Localization Local Keyword Research Localized Content Optimization Optimized English Content Local Keyword Research Localization Keyword Glossary SEO/PPC Guide
  15. 15. Aligning Related Content Case 1: • Identified top “shared” keywords in each market • Aligned common words and content to scale localization efforts Saved over US$25K in translation costs for one language Total cost for localization Total cost with the savings by removing the common keywords, content, and pages
  16. 16. Challenges and Governance • Too many stakeholders • Too many agencies • Difficulty with having timely communication • Corporate initiatives don’t allow local input • Different budget allocation • Identify and establish the main communication channel • Remove duplicate efforts • Place a process/project manager • Create a written Governance, Process, Standards and Best Practices
  17. 17. Process, Governance, Standards, and Best Practices Enforce Share Create Provide Training & Support
  18. 18. Project Score Card Brand1 Brand2 Brand3 Brand4 NA EMEA APAC Use of corporate KPIs for reporting Y Y Y Y Y Use of the latest version of template Y Y Y Y Y Use of target keywords Y Y Y Y Y Y Y Use of main campaign messages Y Y Y Y Use of provided content (localized) Y Y Y Y Y Y
  19. 19. Corporate Restructuring for Search and Digital Success
  20. 20. Why Restructure? Scalability Corporate Alignment Efficiency
  21. 21. Missed Opportunity from Not Sharing You are not here! It’s so easy even a dog can do it
  22. 22. Communication Breakdown
  23. 23. Wasted Resources and Budget Localization Website optimization Website maintenance Analytics, Reports Ads management
  24. 24. Tips for Restructuring Identify the Key Players Create the Unified Goals Set Up the Global Search Council Obtain C-Level’s Buy-In Centralize the Team Structure
  25. 25. Identifying the Key Players
  26. 26. Structure for Better Engagement Search Web Operation IT Analytics Social Product Team Content Owners Corp Mgmt Advertising Global Team
  27. 27. Creating the Unified Goals Email, eNewsletter, Display Ads Web Content Social Media Paid & Organic Search Corporate Goals for Digital Marketing
  28. 28. Global Search Council A team of subject matter experts, who offer: (among other things) Governance & Work Flow Create & Maintain Best Practices Keyword Management & Taxonomy Content Management & Localization KPIs & Reporting Template/Landing Page Optimization
  29. 29. Obtaining C-Level Buy-In Show the Business Impact with Missed Opportunity Matrix™ – Keywords – Estimate Search per Month – Current Monthly Search Traffic – Current Search Ranking (PLP) – Estimate Additional Traffic: 5%, 10%... – Current Revenue – Estimate Additional Revenue: w/5% more traffic w/10% more traffic
  30. 30. WW Search Manager Brand Brand Brand Brand Web Marketing Site Arct Manages • Coordination of centralized team • Overall Search Strategy • Search related Training • Integration of Paid and Organic Search •Agency Relationships Centralized Team Structure Brand Search Strategists Role • Brand specific keyword research • Brand level page auditing and optimization •Coordination with Development Team •Both outsourced and internal resources Europe Latin America Asia-Pacific North America Website Liaison Role • Coordinate with site framework and design • Consulting with Site Infs. team on metrics, flow & function • Support web strategy & Web 2.0 efforts • Compliment web marketing initiatives
  31. 31. Move The Needle
  32. 32. Move The Needle Identify the stakeholders for establishing the search and digital marketing integration Stakeholders are: – Brands and local marketing managers – Product teams – Business unit: IT, web operations, content editors, email marketing, display ads, social media, etc. Identify Your Stakeholders
  33. 33. • Look at the data • Integrate based on data • Measure and improve • Integrate search attributes into the development & localization workflow process • Identify opportunities to share data/information & scale work/project to reduce costs & maximize productivity 5 Key Takeaways
  34. 34. www.onlinemarketinginstitute.org Thank You! Learn more at

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