Online Marketing and the Current Economic Climate

TopicsMarketing During Economic DownturnBrief History of Online MarketingTypes of Online MarketingWebsite Sales OptimizationCase StudiesAbout USA Web Solutions

Marketing During Economic Downturn

Marketing During Economic DownturnTo Market or Not to Market?Response during recession What if you spend during recession?Gain momentum and stance against your competition*examples from The New Yorker Article, “Hanging Tough”.

To Market or Not to Market? “The man who stops advertising to save money is like the man who stops the clock to save time.”Thomas Jefferson

Marketing During Economic DownturnTo Market or Not to Market?Examples of products that launched during recessions:Miracle Whip by Kraft in 1933Transistor Radio by Texas Instruments in 1954Ipod by Apple in 2001*examples from The New Yorker Article, “Hanging Tough”.

Miracle Whip by Kraft in 1933

Transistor Radio by Texas Instruments in 1954

Ipod by Apple in 2001

Marketing During Economic DownturnTo Market or Not to Market?Case StudyVS.During the depression, Kellogg’s engaged in an aggressive marketed campaign; Post cut spending. Today, Kellogg’s still dominates the cereal market. *examples from The New Yorker Article, “Hanging Tough”.

A Brief History of Online Marketing

A Brief HistoryFrom Push to Pull MarketingPush Marketing: Advertisements or Marketing Strategies that push your marketing materials onto your target market. Examples: Emails, banner ads and pop-ups

Push Marketing: Advertisements or Marketing Strategies that push your marketing materials onto your target market.

Examples: Emails, banner ads and pop-ups

A Brief HistoryFrom Push to Pull MarketingPull Marketing: Targeting potential clients by what they are looking for.Examples: PPL (pay per lead), Search Engine Marketing and Social Media Optimization.

Pull Marketing: Targeting potential clients by what they are looking for.

Examples: PPL (pay per lead), Search Engine Marketing and Social Media Optimization.

A Brief HistoryFrom Push to Pull MarketingBanner Ads: Promote your company on other sitesForm of Push MarketingThe First Banner Ads Appear in 1994 for Zima and AT&T HotWired: First web site to sell banner ads in large quantities Typical dimensions 468 by 60One of the first banner ads.

A Brief HistoryFrom Push to Pull MarketingPop-ups: New windows open on sites with an adForm of Push MarketingPossible because Netscape Communications Corp. created a “window.open” functionPop-Up blockers are created because people find Pop-ups annoyingIncorporate tools Opera was the first major browser to to block pop-up ads

A Brief HistoryFrom Push to Pull MarketingSearch Engine Marketing: A form of pull marketing, both sponsored rankings (PPC) & organic rankings (SEO) allow search engine visitors to find your company when searching for relevant keywords. Search Engines allow users to easily locate content, products, and servicesGoogle AdWords launched in 2000November 15, 2003 Google adds more semantic elements into its search product

A Brief HistoryFrom Push to Pull MarketingSocial Media: The most popular social media sites are highly customizable and make sharing content easy. Time of Social Media Site Launches1999- Live Journal2002- Friendster2003- MySpace, Hi52004- Facebook2005- YouTube, Xanga, Recent Sites: Twitter, Tumblr, SlideShare

1999- Live Journal

2002- Friendster

2003- MySpace, Hi5

2004- Facebook

2005- YouTube, Xanga,

Recent Sites: Twitter, Tumblr, SlideShare

A Brief HistoryRecent Online Marketing Statistics

A Brief HistoryRecent Online Marketing Statistics2008 Online Marketing Budgets/Ad Percentages Allocated

A Brief HistoryRecent Online Marketing StatisticsThe next graph shows: How senior marketing executives are spending their online budgets in 200975% of those surveyed will increase their Social Media BudgetOver 75% of those surveyed will increase their Search Engine Marketing

How senior marketing executives are spending their online budgets in 2009

75% of those surveyed will increase their Social Media Budget

Over 75% of those surveyed will increase their Search Engine Marketing

Types of Online Marketing

Search Engine MarketingThe 2 most effective forms of Search Engine Marketing (SEM) are:Pay Per Click Advertising (PPC) Search Engine Optimization (SEO)Facts about SEM and your Customers93% of all internet traffic is generated from Search EnginesTop 10 Positions receive 78% more traffic than those in positions 11-3093% of global consumers use Search Engines to find websites76.7% of Google users use the natural search links (organic, unpaid listings)Source: Forrester Research, 2006

Search Engine Optimization (SEO)Organically ranks your website high on search results.

Pay-Per-Click

Search Engine Optimization (SEO)Focuses on your most essential key words and phrasesProvides Established Search PresenceRequires consistency; results in few monthsSEO is a process that requires on-site optimization, keyword-rich content, link building, and promotional activities. Most cost-efficient in the long run

Pay-Per-ClickSponsored listings are the goalFocus on a wide range of keywordsGenerate immediate resultsLink-building NOT requiredAllows advanced geo-targetingAllows you to customize the appearance of your listings on Search EnginesGenerally more expensive than SEO, ranging from 5 cents per click to 20 dollars per click.

The SEO ProcessOff-SitePromotions(aka Link-Building)Research and AnalysisOn-siteOptimization

Research and AnalysisSite AnalysisCompetitor AnalysisKeyword Research

Keyword Research

On-site OptimizationContent CreationSitemap Creation and OptimizationURL, HTML, meta-content, and navigation optimizationGoogle Analytics

Example of Onsite Optimization

Sample Analytics Report

Off-site Promotions (a.k.a. Link-Building)Directories Blogs Articles RSS-syndication

Off-site Promotions (a.k.a. Link-Building)SocialMedia

Off-site Promotions (a.k.a. Link-Building)VideoSearchOptimization

Off-site Promotions (a.k.a. Link-Building)Online Press Releases

The PPC ProcessCampaign SetupKeyword ResearchKeywords Divided into Multiple Ad GroupsConversion Code SetupLanding Page Design and OptimizationCampaign ManagementAd Text OptimizationClick-Through Rate Optimization and Bid ManagementClick Fraud Detection and Reporting

PPC Data

Social Media OptimizationAll Social Media sites encourage interactions:This is how SMO websites form communitiesUsers can post, comment, and share The more people who actively use a site the more value the site has

Social Media Translates to Dollars Total Dollars Saved: $18,388,731Total Groupons Bought: 366, 088

Diagram of Social Media Sites

Social Media OptimizationSMO can include:RSS FeedsSocial Bookmarking Video OptimizationAd Development for Social Media networking sitesOptimized Event ListingsIntegration with applications like Google MapsBlogs and Profile setup and management

Email Marketing With the click of a button your e-mail can be sent regionally, nationally or globally. Double opt-in email subscription lists insure that your emails won’t get marked as spam by email providers

With the click of a button your e-mail can be sent regionally, nationally or globally.

Double opt-in email subscription lists insure that your emails won’t get marked as spam by email providers

Email MarketingUse Email Marketing to: Announce a new product or service Run a promotion or take customer surveysIncrease customer loyalty Increase Brand Recognition

Announce a new product or service

Run a promotion or take customer surveys

Increase customer loyalty

Increase Brand Recognition

Website Sales Optimization More Traffic does not always equal more Customers!Website Sales Optimization:Reduces Bounce RateProvides Visitor Click Pattern AnalysisImproves Usability & StickinessAdds Web Functions like Social Bookmarking

Why Market Online?Better Targeting and TrackingAccommodates Marketing Budget of Different SizeFastest way to introduce new products and services to marketBetter Return On Investment (ROI)Cost effective

Case Studies

USA Web Solutions: Success StoriesThe International Business Forum (IBF): USA Web Solutions brought page one rankings on Google for the following keywords: business conferences, international business conferences and international business forumSalesCareersOnline.com is ranked on page one of Google for the keywords sales jobs, sales jobs online, and several others.Martin Awards is ranked on page one of Google for the keywords corporate awards, recognition awards, and plaque trophy awards.

Page One Rankings (Partial List)Key PhrasesMonthly VolumeKey PhrasesMonthly Volumewww.zonedietinfo.comzone diet 110,000 zone diet delivery 5,400 zone diet food 3,600zone diet menu 1,300www.bridetobrideboutique.comsell my wedding dress 1,600bridal consignment shops 1,000www.mygaragestore.comgarage organization 33,100garage stools 2,400garage accessories 9,900www.pierceandparker.comOnline boutique 18,100online fashion boutique 6,600online clothing boutique 1,600www.futonology.comfuton stores 9,900www.freshorigins.commicro greens 6,600 microgreens 2,900 Microgreen 1,600www.crmapp.comcrm application 6,600

Page One Rankings (Partial List)www.mightylube.comconveyor equipment 2,900conveyor lubricants 210conveyor monitoring 210www.officeinteractive.comsmall business crm 9,900crm on demand 3,600www.clarkslandingcaterers.comnew jersey caterers 14,800nj caterers 12,100jersey caterers 5,400www.cadfaelgroup.com minnesota investigator 1,000minneapolis fraud 480Monthly VolumeKey Phraseswww.eliteclubs.comfitness milwaukee wi 480fitness center milwaukee 260fitness brookfield wi 170sports brookfield wisconsin 110pool brookfield wi 91racquetball milwaukee 73fitness brookfield wisconsin 58fitness glendale wi 58Tennis brookfield wi 58fitness mequon wi 46fitness glendale wisconsin 22www.itaamerica.cominsurance training 40,500insurance license training 880

Yahoo Rankings (Partial List)www.beaconindustrialservices.comindustrial cleaning nj industrial cleaning services industrial commercial cleaning factory cleaning machinery cleaning facility cleaning cooling tower cleaning sodium bicarbonate cleaningwww.naninas.com Italian specialties food Italian food guide gourmet sauceswww.ecustomfinishes.com cottage style furniture antique dining room furniturewww.salescareersonline.com sales careers careers in sales sales jobswww.bridetobrideboutique.com sell my wedding dress sell your wedding dress bridal consignment shopswww.mightylube.com conveyor lubrication conveyor lubrication systems conveyor lubrication equipment conveyor monitoring conveyor monitor conveyor components

About USA Web Solutions

Was founded in 1999Has a global portfolio of clients across all verticalsDeveloped patent-pending softwareProduces award winning e-commerce solutions

ServicesOnline MarketingSEOPPCSMOWebsite Sales OptimizationE-mail MarketingOnline Affiliate ManagementWeb SolutionsCustom Web Application DevelopmentOn Demand CRM & Application SolutionsSoftware Helpdesk & SupportWebsite DesignWebsite Maintenance

Some of Our ClientsIRMT

Contact InformationRaz K. ChoudhuryFounder and CEOraz@usawebsolutions.com800-5576-WEB Ext. 704 Zach BrewerSearch Engine Marketing Specialistzach@usawebsolutions.com800-557-6932 x703 Jessica RothenbergOnline Marketing and Design Managementjessica@usawebsolutions.com800-5576-WEB Ext. 705