CONTENT & SEARCH Mixujeme úspech

A list of topics The concept of „Touchpoints“ Search Consumer decision making (short story) Practical part (content campaign) Discussion

The concept of „Touchpoints“

Search

Consumer decision making (short story)

Practical part (content campaign)

Discussion

Touchpoint „ Touchpoint is any point of contact between a buyer and a seller. “

„ Touchpoint is any point of contact between a buyer and a seller. “

T he question When does the conversion occurs?

When does the conversion occurs?

Searching for information

Searching for the best deal

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)

Go for a known experience .

(BUY A BRAND YOU KNOW )

or

2. Experiment .

(BUY A BRAND UNKNOWN TO YOU)

A real life example You’re abroad. You don’t speak the language. And you are hungry!

You’re abroad.

You don’t speak the language.

And you are hungry!

A well-known brand McDonald ’s .

McDonald ’ s Looks and tastes the same everywhere in the world. Big Mac = Big Mac

Unknown ( 보신탕 ) Looks tasty , but you don’t really know what you’re getting .

The point is: „ Unknown is risky “ Might be good or bad. You just can’t tell.

Enjoy your meal! 보신탕 ( Bo-šin-tang)

What happens next? Next time you play it safe. (I WOULD, AND I LOOOVE DOGS)

Next time you play it safe.

(I WOULD, AND I LOOOVE DOGS)

How does a brand get well-known? You build it. You tell people. More people. And even more. (TV, NEWSPAPER, RADIO, INTERNET)

You build it.

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)

To build awareness.

(LET YOUR CUSTOMERS KNOW YOU EXIST)

To build trust.

To develop preference.

(MAKE THE CUSTOMERS WANT TO BUY FROM YOU)

While the role of search is To stimulate the purchase. (LET YOUR CUSTOMERS FIND YOU AT THE POINT OF PURCHASE)

To stimulate the purchase.

(LET YOUR CUSTOMERS FIND YOU AT THE POINT OF PURCHASE)

When does the conversion occurs?

Campaign „Správne PC“ Campaign Goals 10 000 unique visitors (non-IT) 1 500 responses Campaign Overview Etarget October 2008 – December 2008

Campaign Goals

10 000 unique visitors (non-IT)

1 500 responses

Campaign Overview

Etarget

October 2008 – December 2008

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.

Campaign Details

Approximately 10 different ads

Targeting 4 various segments

More than 4 300 keywords

Campaign Results (Visits)

Traffic is nice, but can it deliver ? Content to Search ratio – 6:1

Content to Search ratio –

Campaign Results (Conversions)

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 .

Content can deliver direct response conversions efficiently.

However, d riving direct response conversions is not it’s main purpose .

Does relevancy matter? Will highly relevant product-based campaigns (Notebook, PC) outperform seemingly not relevant content campaigns (Entertainment, Family)?

Will highly relevant product-based campaigns (Notebook, PC) outperform seemingly not relevant content campaigns (Entertainment, Family)?

Conversions by Campaign

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 .

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 .

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 .

In search you have to be query-relevant.

Limited traffic potential of relevant searches .

such as „ ak ý počítač do školy“

Competition .

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 ;-)

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 ;-)

Thank you www.ReklamaNaInternete.sk