Search Marketing Tactics For Online Retailers this Holiday Season

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According to eMarketer and comScore, holiday e-commerce spending is projected to grow by about 12%. However, current market conditions suggest differently - a drop in consumer spending may dampen an otherwise rosy outlook for the holiday shopping season.

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Search Marketing Tactics For Online Retailers this Holiday Season

  1. 1. This is Search Marketing Tactics For Online Retailers this Holiday Season by-./0*)1#(23# !"#$%&()*#!+,,#
  2. 2. agenda•  !"#$%%&(%)*+,,-%$./012•  345-%$./016%72"85)•  9%$":%72 –  ;7<52:7=0>)%22>40775$2 –  6%775>:7=?.#4>%72"85)2
  3. 3. outlook for 2011
  4. 4. outlook 35 !"#$%&()*+&$#(*,"--*),*(.&#*.(/0(1$##$"2.3(•  -%?8071 ;!78# 2502%70$/%$$0)2@ 30 !67!# !67,# !:7+# –  )5#0.$5>%885)>5 20$52%(AB*CDE7 !978# 25 –  *+,+4%$./012502%7F 4,!5%<5)*++G 20 ,678# !"#$%&(.*&."2(9( :";*-1*)(<(=*,*-1*)( ? 15 2005 2006 2007 2008 2009 2010 2011 4"5),*6(*7&)8*+*)(
  5. 5. outlook 23.0% !"#$%&(.C&)*("D(+"+&#()*+&$#(*,"--*),*(.&#*.(•  H>%885)>5F 22.0% I50)J57/<2CI50)J)%"7/ !,7"5# !,7;5# !,7!5# –  -%$./012K240)5%( 21.0% #%#0$5>%885)>5?02 !+7!5# =)50#5).7*++LJ*++M 20.0% ,67<5# ,67<5# –  N%<OP5>$522 19.0% .8Q%)#07#@ –  >&2?@,+(-")*( 18.0% $-A")+&2+B( ? 17.0% 2005 2006 2007 2008 2009 2010 2011 4"5),*6(*7&)8*+*)(
  6. 6. outlook •  R457#45=%.7==5#2)%"=4S –  ;70E0/5>%7%81T4%$./015J>%885)>52Q57/.7= #0&520E.==5)4.##407150)J)%"7/30.0% E*&)?";*)?*&)(F)"G+C($2(C"#$%&()*+&$#(*,"--*),*(.&#*.(20.0%10.0% 0.0%-10.0% 2006 2007 2008 2009 2010 I50)J57/U4%$./012V I50)J)%"7/ 4"5),*6(*7&)8*+*)(
  7. 7. outlook•  3451K)54%$./012W E"#?.$$#451E540QQ1@ –  X758Q$%1857#Y"7/5)58Q$%1857# –  Z"$75)0E$5[707>.0$80)&5#2 –  R50&>%72"85) >%7[/57>5 –  N%57/.72.=4#
  8. 8. the holiday consumer
  9. 9. Holiday Consumers •  ]).>5J/).<57 •  90<<10E%"#20<.7=2(70.0% R("D(ST4T(,"2.5-*).(5.$2F(.+)&+*F$*.(+"(.A*2%(#*..(%5)$2F(C"#$%&.( 897+5#60.0%50.0% 9!7<5#40.0% ;87+5# !:7:5# !<7+5#30.0% !!7+5# !,785#20.0%10.0%0.0% Only buy gifts More Buy for fewer Buy for fewer More ROPO More shopping Spend less on sale comparison relatives friends online money! shopping O*.*&),C("2#$2*K( P5),C&.*("Q$2*( 4"5),*6(HIJ)*.*&),CK(>5#(LMNM(
  10. 10. Holiday Consumers U$-*D)&-*(+"(.+&)+(C"#$%&(•  34512#0)#50)$1%7 .C"AA$2FV)*.*&),C( #45.)4%$./01 H)%# ,95# =>2#*# )>*?@)*# 24%QQ.7=S !,5# –  ^$8%2#40$(%(40<5 FG# E5="724%QQ.7=E1 !,5# AB/)C AB?2CDBE# 95Q#58E5) ,95# -).&# $%&# ,!5# ,:5# 4"5),*6(W4+&+*("D(4C"AA$2FKX(J""F#*(<(@UYK(7&(LMNM(
  11. 11. Holiday Consumers •  _"##451K)52:$$/).<57E1$02#J8.7"#5 >%7<57.57>5 –  995%(4%$./01250)>452(%)$02#J8.7"#5=.`207/ 2#%)5$%>0#%)#5)82()%88%E.$5/5<.>52(50% R("D(ST4T(,"2.5-*).(5.$2F(.A*,$,(-"1$#*(.C"AA$2F(.+)&+*F$*.(%5)$2F(C"#$%&.(40% !65#30% !;5# !!5# !+5# ,65# ,65#20%10%0% Look for better Look for product Receive sale Search at another Use mobile Use mobile price reviews alerts store barcodes coupons 4"5),*6(I2.$FC+Z[A)*..K(=*,(LMNM(
  12. 12. solutions
  13. 13. solutions Paid Search Display Mobile Social•  I*(?)J3;7a0:%7.785/.0>%2#2.24.=45) /").7=#454%$./012 –  ]0./250)>40<=C6]6U>%2#JQ5)J>$.>&V?02bcdI!I –  ]P](&,+5&##(%"G2(?NR(^@^(&_*)(C"#$%&.`(•  -?BK/3!7$.750/<5):2.7=8070=5857# Q$0e%)8 –  ^7:>.Q0#5>407=52O5f5>"#5 `(J""F#*(Z&)2$2F.(O*A")+K(aA)$#(LMNN(
  14. 14. solutions Paid Search Display Mobile Social•  LM>&#0MB?1#*)&>@?)*0#1N# –  g5<.2.#Q02#4%$./01]]685#).>2T52QC>407=52.7F •  6$.>&#4)%"=4)0#5U63gV •  6%2#JQ5)J>$.>&U6]6V •  6%7<5)2.%7)0#5U6ZgV –  X25h%%=$5;72.=4#2#%Q)%i5>#250)>4j"5)1 <%$"85E025/%7Q02#4%$./012502%72 –  ])5J58Q:<5$10/i"2#E./2YE"/=5#2"2.7=%7$.75 0/<5):2.7=8070=5857##%%$ –  ="2b+(G&$+(52c#(^de(
  15. 15. solutions Paid Search Display Mobile Social•  I*(?)J3345)50)5%7$12%8071250)>4 j"5).52%"##45)5#%E540/ –  6%72"85)2)0)5$1#0&50>:%70`5).7.:0$5fQ%2")5•  -?BK/39:8"$0#58%)5/5807/?.#4 /.2Q$010/<5):2.7= –  h%%=$5950)>4kh%%=$5P.2Q$01N5#?%)&UhPNV
  16. 16. solutions Paid Search Display Mobile Social•  LM>&#0MB?1#*)&>@?)*0#1N# –  X25Q0./250)>4&51?%)/2#%>)50#5>%7#5f#"0$$1J #0)=5#5/>08Q0.=72%7hPN –  _52#JQ5)(%)8.7=250)>40/>%Q1UE025/%763g 07/6ZgV="./52/5<5$%Q857#%(/.2Q$01>)50:<5 –  l%>"2/5$.<5)1%(0/.8Q)522.%72%74.=45) 0?0)57522T57=0=5857#O>%2#J5m>.57>.52 –  P5Q$%1)5#0)=5:7=#5>47%$%=1#%022%>.0#557/J "25)0>:%7?.#42Q5>.[>>%88"7.>0:%72
  17. 17. solutions Paid Search Display Mobile Social•  I*(?)J3^<5)0=5^85).>07K2=.`24%QQ.7= E"/=5#?.$$/5>)5025#4.24%$./012502%7n•  -?BK/3g50>4>%72"85)25=857#2?4.>40)5 Q)%75#%2Q57/.7=8%)5 –  g%"=4$140$(%(o%E.$5Y30E$5#"25)2?.$$80&50 4%$./01Q")>4025%7#45.)/5<.>5#4.2150)nn –  34.2>)%?/#57/2#%2Q57/8%)5%70<5)0=5(%)5J >%885)>5#)0720>:%72nnn `(:&c"2&#(O*+&$#(f*%*)&c"2((``(P&A&#VIA.".K(4*A+(LMNN( ``(H$gO&+*(I2.$FC+.(<(f"))*.+*)6(UC*(Z-*)F$2F(U&1#*+(7&)8*+(
  18. 18. solutions Paid Search Display Mobile Social•  LM>&#0MB?1#*)&>@?)*0#1N# –  X25^!ZU0<5)0=5%)/5)<0$"5V85#).>2#%(%>"2 0/<5):2.7=/%$$0)2%7Q)%[#0E$50"/.57>52 –  95=857#5f.2:7=Q0./250)>4>08Q0.=72 •  P52&#%QT30E$5#To%E.$5 –  o0&5"25%(8%E.$5J().57/$10/5f#572.%72 •  p%>0:%75f#572.%72T6$.>&J#%J60$$ –  ;7<52#.78%E.$5J%Q:8.q5/?5E>%7#57#O0QQ2
  19. 19. solutions Paid Search Display Mobile Social•  I*(?)J3345>%8Q5::%7(%)250)>4>$.>&2 450#2"Q.7N%<58E5)OP5>58E5) –  950)>480)&5:7=E"/=5#2bL*dI!I.7*+,+n•  -?BK/3g50>4>%72"85)2.7%#45)().57/$.5) 57<.)%7857#2 –  Dcd%()5#0.$5)2?.$$/5Q$%18%)55f#572.<52%>.0$ 85/.02#)0#5=.52#4.24%$./012502%7nn –  6%72"85)25fQ%25/#%E)07/2<.02%>.0$85/.00)5 8%)5$.&5$1#%250)>4(%).#T8%)5$.&5$1#%>$.>&nnn `(h*2.C""(LMNM(@2#$2*(O*+&$#(!"#$%&(4C"AA$2F(O*A")+( ``(UC*(Z+&$#$2F(J)"5AK(LMNM(( ```(J)"5A(7(<(,"-4,")*6(WUC*(I2i5*2,*%KX(LMMj(
  20. 20. solutions Paid Search Display Mobile Social•  LM>&#0MB?1#*)&>@?)*0#1N# –  ^E07/%7#45r#%QJ)07&K./5%$%=1(%)Q")5g!; –  ].<%#^<5)0=5]%2.:%785#).>2<2C6]6O)5<57"5T #%[7/%Q:80$E./)07=52 –  o.75Q)%[#0E$5&51?%)/2#%"25020"/.57>5 25=857#2%7l0>5E%%&0/<5):2.7= –  ;7<52#.702%>.0$85/.02#)0#5=1#%57=0=5 >%72"85)2O/).<5)5<57"5?.#4%"#85/.0 .7<52#857#
  21. 21. solutions•  g5#0.$5)2K#%J/%$.2#F –  o0&5280)#>)%22J>40775$ .7<52#857#2 Column1 –  6%775>#?.#41%") >%72"85) –  ]$070450/(%) 9%>.0$ P.2Q$01 *+,* -)>*%M# o%E.$5
  22. 22. thank you! LLR024.7=#%79#)55# 9".#5c++ _)%%&$17TNI,,*+, UDsDV*LMJ,,+D ???C?5E$.j"./=)%"QC>%8 t?5E$.j"./!"#$%&(&)$&*$+$)&,&-+.$/+01"23,$+,"345$6&-7$894"*$&3$$:"6$;801<$%83)83$+3)$%+,8*<$:&,"0&+=$$f")(&%%$c"2&#()*."5),*.(&1"5+(4*&),C(7&)8*c2F(&2%(!"#$%&(Z?]"--*),*K($2,#5%$2F(*[&-A#*.(%$.,5..*%($2(+C*(G*1$2&)K(A#*&.*(;$.$+6(7>?@AA666=6"#.&(&),08(?=48/A#.8,A6"#&3+0*A84-BCA$

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