Content And Search, Barcamp 2009, Consultone


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Content a Search, prezentácia na BarCamp - Bratislava 2009

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  • Content And Search, Barcamp 2009, Consultone

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