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Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
Uw Biz School Lecture   Spring 2008
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Uw Biz School Lecture Spring 2008

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    • 1. Entrepreneurial Marketing Increasing your visibility on the Web with cheap, cost-effective online advertising and social media.
    • 2. Today I’ll Talk About <ul><li>Online advertising trends and challenges </li></ul><ul><ul><li>Not getting easier </li></ul></ul><ul><ul><li>Incredible opportunities for startups </li></ul></ul><ul><li>Using the Web to gain exposure </li></ul><ul><ul><li>Search engine marketing (SEM) </li></ul></ul><ul><ul><li>Search engine optimization (SEO) </li></ul></ul><ul><ul><li>Social media marketing (SMM) </li></ul></ul><ul><li>Tracking and measuring </li></ul>
    • 3. US Online Ad Market Size Actual Estimated
    • 4. Display vs. Search Advertising <ul><li>Display Advertising </li></ul><ul><li>Untargeted </li></ul><ul><li>25x volume of search yet half the market share </li></ul><ul><li>83% sold <$1 CPM </li></ul><ul><li>Search Advertising </li></ul><ul><li>Targeted </li></ul><ul><li>$81.65 revenue per 1000 searches </li></ul>Growth lies in targeting people and behaviors. Search Display
    • 5. Overall Trends <ul><li>Focus on performance and ROI </li></ul><ul><li>Market growth </li></ul><ul><ul><li>Online ad spend per household is $217, compared to: </li></ul></ul><ul><ul><ul><li>$980 for newspapers, </li></ul></ul></ul><ul><ul><ul><li>$980 for telemarketing, and </li></ul></ul></ul><ul><ul><ul><li>$576 for direct mail </li></ul></ul></ul><ul><ul><li>Self-service </li></ul></ul><ul><li>Better targeting </li></ul><ul><li>Greater competition </li></ul>
    • 6. The People-Driven Web <ul><li>Business-driven  people-driven </li></ul><ul><li>Authentic and open communications </li></ul><ul><li>No one has control! </li></ul>
    • 7. Challenges and Opportunities <ul><li>Signal/noise ratio </li></ul><ul><li>“Banner blindness” </li></ul><ul><li>Capturing and holding attention </li></ul><ul><li>Rising costs </li></ul><ul><li>More free exposure venues </li></ul><ul><li>Easy to test different approaches </li></ul>
    • 8. Gaining Visibility – Do All <ul><li>Buying advertising online </li></ul><ul><li>SEO </li></ul><ul><li>Social media marketing </li></ul><ul><li>Word of mouth </li></ul>
    • 9. Paid Online Advertising <ul><li>Different rate structures </li></ul><ul><ul><li>Objective: direct response vs. brand development </li></ul></ul><ul><ul><li>CPM, CPC, CPA, CPV </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Paying for blog posts </li></ul></ul><ul><li>Targeting options </li></ul><ul><ul><li>Geographic location </li></ul></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Psychographic </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Categories </li></ul></ul>
    • 10. Buying Through Ad Networks <ul><li>Contextual networks (AdSense, TextLinkAds, etc.) </li></ul><ul><li>Display networks (ValueClick, Traffic Marketplace, </li></ul><ul><li>Behavioral networks (Revenue Science, Tacoda, etc.) </li></ul><ul><li>Blog networks (PayPerPost, b5 media, BlogAds, etc.) </li></ul><ul><li>Ad marketplaces (AdBrite) </li></ul><ul><li>Ad exchanges (Right Media, ContextWeb, etc.) </li></ul>
    • 11. Elements of a Campaign <ul><li>The advertisement (creative) </li></ul><ul><li>The landing page </li></ul><ul><li>The call to action </li></ul><ul><li>Continual optimization </li></ul><ul><ul><li>All of the above </li></ul></ul><ul><ul><li>Multi-variate and A/B testing </li></ul></ul>
    • 12. Tracking and Measuring ROI <ul><li>Define your “return” in the form of an “action”? </li></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Purchase </li></ul></ul><ul><ul><li>Monetary value </li></ul></ul><ul><li>Measure cost per action against monetary value </li></ul><ul><li>Simple example: selling t-shirts online </li></ul>
    • 13.  
    • 14. Optimizing Your Campaign <ul><li>Campaign </li></ul><ul><ul><li>Creative (click through rate) </li></ul></ul><ul><ul><li>Landing page (click through rate) </li></ul></ul><ul><li>Web site (the funnel) </li></ul><ul><ul><li>General usability (eliminating points of friction) </li></ul></ul><ul><ul><li>Catalog navigation </li></ul></ul><ul><ul><li>Ease of purchasing </li></ul></ul><ul><li>Essential tool: Google Analytics </li></ul><ul><ul><li>It’s free and it’s incredible </li></ul></ul>
    • 15. FREE Online Advertising – SEO <ul><li>Search Engine Optimization </li></ul><ul><li>Why SEO is essential </li></ul><ul><ul><li>Free (other than the effort) </li></ul></ul><ul><ul><li>Relatively easy </li></ul></ul><ul><ul><li>The gift that keeps on giving </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Fast changing world </li></ul></ul><ul><ul><li>Google makes all the rules </li></ul></ul><ul><ul><li>Delayed gratification (or none at all) </li></ul></ul>
    • 16. Critical SEO Ranking Factors <ul><li>Keywords </li></ul><ul><li>HTML markup </li></ul><ul><ul><li>Title, meta desc, H1 </li></ul></ul><ul><li>Link structures </li></ul><ul><ul><li>Outbound, internal and especially inbound </li></ul></ul><ul><ul><li>Quality and relevance </li></ul></ul><ul><ul><li>Anchor text and adjacent text </li></ul></ul><ul><ul><li>Site popularity </li></ul></ul><ul><li>Content is king! </li></ul>
    • 17. The SEO Process <ul><li>Keyword research and selection </li></ul><ul><ul><li>How many searches? </li></ul></ul><ul><ul><li>How competitive is the landscape? </li></ul></ul><ul><ul><li>How pertinent? </li></ul></ul><ul><ul><li>Is it actionable? (“super bowl t-shirts”) </li></ul></ul><ul><li>Set up your site to be crawled well </li></ul><ul><ul><li>Use the keywords throughout </li></ul></ul><ul><ul><li>Flash and Javascript can’t be crawled </li></ul></ul><ul><ul><li>Short URLs </li></ul></ul><ul><li>Link building, reinforcing the keywords </li></ul>
    • 18. SMM – Social Media Marketing <ul><li>Using social media sites to generate visibility </li></ul><ul><ul><li>Leverage the power of the “bored” </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Can be enormously viral/effective (and free) </li></ul></ul><ul><ul><li>Link structures (SEO) </li></ul></ul><ul><ul><li>People like social media content </li></ul></ul><ul><ul><li>Helps attract/keep people’s attention </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>No recipe for success </li></ul></ul><ul><ul><li>Can go horribly wrong </li></ul></ul><ul><ul><li>The contribution exceeds the benefit (at first) </li></ul></ul><ul><ul><li>Posers get nothing </li></ul></ul>
    • 19. SMM Advice <ul><li>Contribute </li></ul><ul><ul><li>Write interesting content frequently </li></ul></ul><ul><ul><li>Comment on other blogs </li></ul></ul><ul><ul><li>Be generous with links </li></ul></ul><ul><ul><li>Be authentic! </li></ul></ul><ul><li>Linkbait </li></ul><ul><ul><li>Content that people just naturally link to and share </li></ul></ul><ul><ul><ul><li>Funny </li></ul></ul></ul><ul><ul><ul><li>Useful </li></ul></ul></ul><ul><ul><ul><li>Controversial </li></ul></ul></ul><ul><li>Spend time on it. Put value into it. </li></ul>
    • 20. Social Media Venues to Think About <ul><li>They’re very “clubby”. </li></ul><ul><li>Social networks (MySpace, Facebook) </li></ul><ul><li>Blog communities (MyBlogLog, BlogCatalog, etc.) </li></ul><ul><li>Microblogging (Twitter, Pownce, Jaiku, etc.) </li></ul><ul><li>Technorati </li></ul><ul><li>Social news (Digg, Reddit, etc.) </li></ul><ul><li>Social bookmarking (Del.icio.us, Faves, etc.) </li></ul><ul><li>Discovery services (StumbleUpon) </li></ul><ul><li>Forums </li></ul><ul><li>Directories </li></ul>
    • 21. Conclusion <ul><li>Use search engine marketing to: </li></ul><ul><ul><li>Test your messaging </li></ul></ul><ul><ul><li>Optimize your creative, landing page conversion, funnel, etc. </li></ul></ul><ul><li>Use social media to reinforce your messaging </li></ul><ul><ul><li>SEO “link juice” </li></ul></ul><ul><ul><li>Just be authentic and contribute value </li></ul></ul><ul><ul><li>Develop a following </li></ul></ul><ul><ul><li>Keep at it </li></ul></ul><ul><li>Continue with SEM, optimizing for ROI </li></ul>
    • 22. Jordan Mitchell <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://kickstand.typepad.com </li></ul>

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