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Content And Search, Barcamp 2009, Consultone
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Content And Search, Barcamp 2009, Consultone

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Content a Search, prezentácia na BarCamp - Bratislava 2009

Content a Search, prezentácia na BarCamp - Bratislava 2009

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  • Úvod.
  • Transcript

    • 1. CONTENT & SEARCH Mixujeme úspech
    • 2. A list of topics
      • The concept of „Touchpoints“
      • Search
      • Consumer decision making (short story)
      • Practical part (content campaign)
      • Discussion
    • 3. Touchpoint
      • „ Touchpoint is any point of contact between a buyer and a seller. “
    • 4. T he question
      • When does the conversion occurs?
    • 5. Searching for information
    • 6. Searching for the best deal
    • 7. M ak ing decisions – two options
      • Go for a known experience .
      • (BUY A BRAND YOU KNOW )
      • or
      • 2. Experiment .
      • (BUY A BRAND UNKNOWN TO YOU)
    • 8. A real life example
      • You’re abroad.
      • You don’t speak the language.
      • And you are hungry!
    • 9. A well-known brand McDonald ’s .
    • 10. McDonald ’ s Looks and tastes the same everywhere in the world. Big Mac = Big Mac
    • 11. Unknown ( 보신탕 ) Looks tasty , but you don’t really know what you’re getting .
    • 12. The point is: „ Unknown is risky “ Might be good or bad. You just can’t tell.
    • 13. Enjoy your meal! 보신탕 ( Bo-šin-tang)
    • 14. What happens next?
      • Next time you play it safe.
      • (I WOULD, AND I LOOOVE DOGS)
    • 15. How does a brand get well-known?
      • You build it.
      You tell people. More people. And even more. (TV, NEWSPAPER, RADIO, INTERNET)
    • 16. The role of content is
      • To build awareness.
      • (LET YOUR CUSTOMERS KNOW YOU EXIST)
      • To build trust.
      • To develop preference.
      • (MAKE THE CUSTOMERS WANT TO BUY FROM YOU)
    • 17. While the role of search is
      • To stimulate the purchase.
      • (LET YOUR CUSTOMERS FIND YOU AT THE POINT OF PURCHASE)
    • 18. When does the conversion occurs?
    • 19. Campaign „Správne PC“
      • Campaign Goals
      • 10 000 unique visitors (non-IT)
      • 1 500 responses
      • Campaign Overview
      • Etarget
      • October 2008 – December 2008
    • 20. Campaig n Details
      • Campaign Details
      • Approximately 10 different ads
      • Targeting 4 various segments
      • More than 4 300 keywords
      … let’s have a look at the results.
    • 21. Campaign Results (Visits)
    • 22. Traffic is nice, but can it deliver ?
      • Content to Search ratio –
      6:1
    • 23. Campaign Results (Conversions)
    • 24. What d oes it m ean?
      • Content can deliver direct response conversions efficiently.
      • However, d riving direct response conversions is not it’s main purpose .
    • 25. Does relevancy matter?
      • Will highly relevant product-based campaigns (Notebook, PC) outperform seemingly not relevant content campaigns (Entertainment, Family)?
    • 26. Conversions by Campaign
    • 27. What does it mean?
      • Ad-to-Content r elevancy is overrated .
      • If you target too narrowly you might be missing out anywhere between 60 - 90 % of your potential customers .
    • 28. Why wouldn’t search work (as good)
      • In search you have to be query-relevant.
      • Limited traffic potential of relevant searches .
      • such as „ ak ý počítač do školy“
      • Competition .
    • 29. 4 tips for success
      • To improve results u se more than one touchpoint (ie., combine content and search).
      • Learn when and how to use search, content and display to maximize the overall effect.
      • Be relevant to your audiences, not to websites they visit.
      • Do not order 보신탕 soup ;-)
    • 30. Thank you www.ReklamaNaInternete.sk