Search investment decision making: Sophie Relf, Marketing Director, evenbase
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Search investment decision making: Sophie Relf, Marketing Director, evenbase

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Sophie Relf, evenbase and jobsite's Marketing Director presentation on getting maximum value from search marketing investments made at ad:tech London in September 2013.

Sophie Relf, evenbase and jobsite's Marketing Director presentation on getting maximum value from search marketing investments made at ad:tech London in September 2013.

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  • Tom Hall. Should we add in the workana bit?? http://www.evenbase.com/who-we-are/? (SA)

Transcript

  • 1. Search marketing investment decisions - a global perspective Job board Division
  • 2. 2 Introducing Evenbase Jobsite
  • 3. 3 Evenbase Where we are Our portfolio spans 55 countries, includes a network of over 60 recruitment sites and employs more than 400 people. We have multiple office locations including North America, United Kingdom, Italy, United Arab Emirates and Australia, with aggressive plans in place for further expansion Focus Countries Global Reach
  • 4. 4 Due diligence Do PESTLE analysis • Check Legal & Ethical – this can be as simple as checking the regional jurisdiction of your brand’s trade mark which will influence Google trade mark embargoes; • Check the meaning of your brand name - Vauxhall & Chevy Nova “no va” in Spanish means “it doesn’t go”; • Use Boston Matrix to place your brand – is it the same in your ‘new’ markets.
  • 5. 5 Brand identity in new market You will be a challenger brand yes but… • Disruptive? • Leader? • Alternative? The answer will affect: 1 Ad copy – tone & messaging 2 Consider trend / issue hijacks 3 Paid v natural – earned, bought and owned media 4 Channels video, mobile, tablet, news, internet
  • 6. 6 Keep it REAL Resources for Everyone are Always Limited: Plot impact/CPA against effort. High CPA & low effort should deliver high traffic levels. Agree what success looks like and benchmark it.
  • 7. 7 Mobile increases internet use
  • 8. 8 Consider: • Scale • Comms planning, are you awake while target market sleeps; • Expertise; • Influence; • In-house team’s ability to learn. In-house v out-sourced
  • 9. 9 Get Scotty out of the engine room
  • 10. 10 Know your hero & enemy
  • 11. 11 Knowledge is power Sign up to: •Mashable •Business Intelligence (BI – have channel focuses) •Search Engine Land •Follow global media buyers •Use curate.me to pull in relevant information •Do clear your history when checking how your listings are doing