Getting Ready for  Search 3.0
What Does Search Marketing Offer? <ul><ul><li>The best opportunity marketers have to engage “intent-driven” prospects who ...
<ul><ul><li>Search is the only marcomm discipline that is based on marketplace opportunity, not inventory, viewers or subs...
So, why is search not more popular? <ul><ul><li>Ignorance &  </li></ul></ul><ul><ul><li>Job Preservation  </li></ul></ul>
<ul><ul><li>Classical advertising expenditures are a safe bet for brand marketers </li></ul></ul><ul><ul><li>Media mix oft...
Tomorrow’s Search Marketing
The New Ecosystem Balancing Interest & Influence via the Search Repositories Influence  Control Most  Interest  Least  Wha...
The Future offers… <ul><li>A customized experience for each searcher </li></ul><ul><li>Results based on interest or intent...
Local & Social Grid Results
 
 
 
 
 
 
Owning the Playing Field by  Dominating the Results Page Distributed Content /  PR / Social Media Plan Organic Plan Paid S...
Tapping into the  Voice of the Consumer
Leverage Intersections & Searcher Stimuli Drive  to Search Social &  Word of Mouth Mass Media Need or Wants <ul><ul><li>Mo...
Search & Social Media in the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotio...
New Planning Paradigm - Integration Keyword Analysis Activities <ul><li>Keywords for: Paid Search Page SEO </li></ul><ul><...
The Searcher’s Intent Cheap  auto insurance Auto  cheap  insurance Discount  auto insurance Compare  auto insurance Auto i...
Are they talking?
Who is talking about it?
What are they talking about?
Integrate Searcher Interest Modeling 2 3 Transform large amounts of unstructured keyword research data into semantic maps ...
Content Strategy to Address  “Voice of the Consumer” &  “The ShelfSpace” Presence Substance Sales Brand Created Co-Created...
Brand Engagement & Consumer Need  “ Stain Removal” 100,000+ related searches
Develop Content to Satisfy Need  How To  related searches 80,000 monthly
Parting Thoughts <ul><li>Feed the need for information and  create compelling information consumers will pull  and interac...
Thank You. eMail: bill@whunt.com Twitter: billhunt Blog:  www.whunt.com Site: www.back-azimuth.com
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Bill Hunt Sempo AZ

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  • Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
  • Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
  • Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
  • Mass Media - Stimuli based on seeing a TV commercial, hearing a radio spot, seeing a newspaper ad … and prompted to search Word of Mouth and Social Media - Searcher searches based on having contact with a friend or associate who has the product or spoke highly of it Searcher Need - This form typically comes from self-awareness or need, conducting research online
  • Understand the searchers need and offer content to meet that need
  • Bill Hunt Sempo AZ

    1. 1. Getting Ready for Search 3.0
    2. 2. What Does Search Marketing Offer? <ul><ul><li>The best opportunity marketers have to engage “intent-driven” prospects who have self-identified their category, brand and/or product interest. </li></ul></ul>
    3. 3. <ul><ul><li>Search is the only marcomm discipline that is based on marketplace opportunity, not inventory, viewers or subscribers. </li></ul></ul><ul><ul><li>Search works across the funnel: consideration, demand generation, and competitive positioning. </li></ul></ul><ul><ul><li>Search is a cost effective tactic for driving audiences to marketing content on client websites. </li></ul></ul>
    4. 4. So, why is search not more popular? <ul><ul><li>Ignorance & </li></ul></ul><ul><ul><li>Job Preservation </li></ul></ul>
    5. 5. <ul><ul><li>Classical advertising expenditures are a safe bet for brand marketers </li></ul></ul><ul><ul><li>Media mix often mirrors agency budgets and relationships </li></ul></ul><ul><ul><li>Search marketing’s success scares people by highlighting lack of performance of other media </li></ul></ul><ul><ul><li>We “over-measure” the ROI of Search </li></ul></ul>
    6. 6. Tomorrow’s Search Marketing
    7. 7. The New Ecosystem Balancing Interest & Influence via the Search Repositories Influence Control Most Interest Least What the World Says and Does CHANNELS TV Print / OOH Web Sites - Email Partner Sites Mobile Desktop Apps / Widgets Distributed Content Online Advertising Events Brand Communities Content Aggregation Widgets – Social Platforms User Review Sites Collaboration – Wikis Social Networks Blog Networks Individual Blogs What the Brand Says and Does
    8. 8. The Future offers… <ul><li>A customized experience for each searcher </li></ul><ul><li>Results based on interest or intent </li></ul><ul><li>Increased opportunity to dominate the results listings </li></ul>The aggregation of all forms of Digital content onto the results page providing
    9. 9. Local & Social Grid Results
    10. 16. Owning the Playing Field by Dominating the Results Page Distributed Content / PR / Social Media Plan Organic Plan Paid Search Plan Total Ownership is possible K E Y W O R D S Search marketing techniques inform a strategic social campaign & a well planned social campaign reinforces search optimization efforts .
    11. 17. Tapping into the Voice of the Consumer
    12. 18. Leverage Intersections & Searcher Stimuli Drive to Search Social & Word of Mouth Mass Media Need or Wants <ul><ul><li>Motivating people to seek out “more information” </li></ul></ul>
    13. 19. Search & Social Media in the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement To achieve maximum impact, it is essential to align search with other channels and communications media to increase “Searcher Stimuli” Corporate/Product Sites Blogs & News Sites Social Media Search placements are key to direct those who don’t know where to go after initial awareness Social Media
    14. 20. New Planning Paradigm - Integration Keyword Analysis Activities <ul><li>Keywords for: Paid Search Page SEO </li></ul><ul><li>Product development </li></ul><ul><li>Creative copy </li></ul><ul><li>Surround tags for </li></ul><ul><li>distributed content </li></ul>Chart Source: Ogilvy & Global Strategies Insights Social Media Monitoring Product Messaging Content Distribution Media & Metadata Influence Creative SEO/PR Tracking Analytics
    15. 21. The Searcher’s Intent Cheap auto insurance Auto cheap insurance Discount auto insurance Compare auto insurance Auto insurance quote Auto cheap insurance quote Auto insurance plan quote Free online auto insurance quote Auto insurance online Online auto insurance Insurance auto auction Auto insurance company Progressive auto insurance All state auto insurance Geico auto insurance
    16. 22. Are they talking?
    17. 23. Who is talking about it?
    18. 24. What are they talking about?
    19. 25. Integrate Searcher Interest Modeling 2 3 Transform large amounts of unstructured keyword research data into semantic maps of customer interest 1 Prioritized keywords aligned to business goals and customer interest Informed messaging strategies and creative content Optimized information architecture and website content
    20. 26. Content Strategy to Address “Voice of the Consumer” & “The ShelfSpace” Presence Substance Sales Brand Created Co-Created/ Captured Inspired/ Stimulated Opening Videos Unbranded Needs Vids PR Coverage SEO XXX XXX images XXX XXX Twitter Tweets Blogs Interactive Demos Roles/Issues Vids XXX XXX XXX Ratings XXX XXX Product & Branded Vids Expert Writing Paid Search XXX XXX Paid Search email XXX Podcasts Reviews XXX XXX XXX XXX Chart Source: Ogilvy & Global Strategies
    21. 27. Brand Engagement & Consumer Need “ Stain Removal” 100,000+ related searches
    22. 28. Develop Content to Satisfy Need How To related searches 80,000 monthly
    23. 29. Parting Thoughts <ul><li>Feed the need for information and create compelling information consumers will pull and interact with on demand. </li></ul><ul><li>Capture those who are interested now in the products and services you offer </li></ul><ul><li>Plan for and take advantage of the increased relevance in search engines’ results </li></ul><ul><li>Deploy an integrated plan to “ Own the Shelf” and “Customer Journey” </li></ul>
    24. 30. Thank You. eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.com Site: www.back-azimuth.com

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