Holiday SEM - Trends for Seasonal Marketing

Santa’s Got a Brand New Bag Jonti Bolles Schipul – The Web Marketing Company jbolles@schipul.com Seasonal SEM ^

Your Seasonal SEM Goody Bag
History repeats itself
What’s your holiday?
Optimize + maximize
Sweet smell of success
www.flickr.com/photos/crystalflickr/50295719

December Holiday Planning www.flickr.com/photos/andrewmorrell/66188254

History Repeats Itself - Mostly www.flickr.com/photos/lioliz/4237362895 Source: Google Insights

How Does Your Market Shop? Source: Google Insights http://www.flickr.com/photos/85853333@N00/2949007270//

Q3 / Q4 Critical Trends www.flickr.com/photos/bliss1955/3113814834

September - You are here.
Holidays & Events:
Labor Day
Back-to-School
Fall/Winter sports sales
Fall Apparel Sales begin
Moving Season
Auto Model Year End
National Preparedness
Sept. 16 th – Mayflower Set Sail.
Hispanic Heritage Month
Prep For:
Halloween
National Breast Cancer Awareness Month
National Diabetes Month
B2C Holiday Bump (online research begins)
Retail Holiday Campaigns
Oktoberfest
Thanksgiving
Industry Events: TechCrunch50, IS-Conference

Christmas is Easy-Peasy http://www.flickr.com/photos/22196205@N03/3134644560/
Cyber Monday
Free Shipping
Discounts, Coupons, Gift Certificates
Top Ten Gift Lists, Gifts for Her
Open House

How Early is Too Early? http://www.flickr.com/photos/24993523@N05/3025578363/

Shopping Not for Everyone Source: Google Insights

http://www.flickr.com/photos/98005720@N00/3134315818/
Low Points of seasonal trends
Editorial Calendar
Ad Planning
Copy Writing
Not Feeling the Spirit?

What’s Your Holiday? www.flickr.com/photos/billselak/2067139101

Make your own holiday! 1 st Quarter budgets Fashion Week Hatch chile harvest Back-to-school Tulip bloom time Tax rebate time SXSW Festival Flu season

Optimize + Maximize www.flickr.com/photos/jsome1/3663125653
Audit Your Channels
Optimize Keyphrases
Social Media Drivers
Track the Topics

Simple - No #Fail http://www.flickr.com/photos/hartnupj/55712408/in/photostream/
Test Contact forms
Test Commerce Carts / Scale
Test Coupon Codes
Look for 404 Errors
Most active pages link to new holiday traffic pages

The Keyword On the Street http://www.flickr.com/photos/88701134@N00/949556/

Meta – Receive the Gifts http://www.flickr.com/photos/30551653@N08/4172413624/

Mardi Gras and Tail Gating http://www.tonychachere.com
Edit Navigation
Reorganize Internal Links
Place Graphics / Actions

SEO Pirate For a Day http://www.cmhouston.org http://www.flickr.com/photos/72418619@N00/2075310775/

Online Ad Campaign
Consider a promotional keyphrase in the Title
Use discount amount or pricing when available
Raise budget at peak times, but start early to test phrases and conversions.

‘ The Cutest Animal in the World’ goes multi-channel!

Video Makes Things Fun (even Tax Day, sort of) http://www.youtube.com/watch?v=yNxZd11aFDQ http://www.youtube.com/watch?v=xUcxvwAQ_n4
Inbound Links
Video Tagging
Complimentary Buzz

The Sweet Taste of Success www.flickr.com/photos/27533945@N06

Measuring Conversions
Online
Offline
Non-Line
Natural Search Phrases, Social Media
Phone from online, coupons
Survey
http://www.flickr.com/photos/68634595@N00/116220689/ / Benchmark - Average $$, drive higher sales.

After the Party http://www.flickr.com/photos/82763263@N00/3127765466/
Time to clean up the place
Leave URL’s, but remove calls to action
Update content with thank you, new actions

Let’s Review
Track your patterns
Pick Your Holiday
SEO on & off page
Measure Up
www.flickr.com/photos/pinksherbet/470038257

Now I Feel Like Shopping! Jonti Bolles twitter.com/jonti twitter.com/semblog Find this presentation here: www.slideshare.net/jonti http://www.flickr.com/photos/36656847@N06/3387654163//

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Holiday SEM - Trends for Seasonal Marketing

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