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  • 1. Increasing Margins Through Cost-Effective and Scalable Digital Marketing Solutions Your Extended Digital Marketing Team January 2011
  • 2. • State our POV on industry landscape with implications • Present product offering • Present our credentials and fit • Outline how we will work with you Document Outline
  • 3. POV on Industry Landscape
  • 4.  More elements in paid search  Local search gaining prominence – key factor for  Google’s increasing desire to be a destination page  Growth of Facebook & LinkedIn  Explosion of Mobile ads  Continued growth of behavioral marketing (email) Our POV on Digital Marketing..2011 Trends..
  • 5. Consumers are increasingly turning to internet to look for local business information Source: Local Search Study Results at SMX East By Matt McGee on Oct 10, 2010 “Local search” is among the fastest growing internet media
  • 6. Finally, social media usage is on an increase across all consumer segments. Source: Harris Interactive, 2010
  • 7. • Ever growing pressure to keep pace with this frenetic growth & changing digital space – Can you keep pace with Google & Bing? – How about new networks and devices? • More sophisticated client – Looking under the hood – Questioning every piece of data (not to mention suggesting bid changes ) – Threat of taking in-house • More time spent on fire-fighting – Less time on strategy – Less client face time • Eroding margins – Highly competitive marketplace – Economic uncertainty What this means to you..
  • 8. What We Offer © 2010. All rights reserved. DiCon Interactive, Proprietary and Confidential. 8 • Solution: – Be your extended digital marketing team taking care of operational aspects. – Cost-effective offering using optimal resources from Chicago and India – If required, white labeled dedicated staff with your agency’s email ID • Benefits to you – Increased margins – Ability to scale quickly – Reduced risk in uncertain economy (no hiring and firing) – Additional savings relating to recruiting & training – More time spent on client strategy (less on fire-fighting) – More client face time – Ability to quickly offer new products and services
  • 9. Product Offering
  • 10. How can we help you? • Operational help across Paid Search, SEO, Social Media Advertising (Facebook, LinkedIn) and Web Analytics Paid Search SEO Social Advertising Web Analytics
  • 11. Paid Search End-to-end or a la carte operational support in all elements of Paid Search Analytics & Insights Campaign Structure Keyword Generation Copy Development Trafficking Bid Optimization Reporting - Consumer Insights - Competitive Research - Forecasting (regression model) - 3rd party tools, like Adgooroo - Right mix of product, consumer, keyword type (brand, generic) and other types of ad groups - Develop ad groups & hierarchy - Understanding consumer queries - Keyword expansion, including long tail, misspellings, negative keywords - 3rd party research tools, like Wordtracker - Understanding consumer needs - Compare competitors’ copy - Landing page recommendations - Landing page verification - Potential A/B testing - 3rd party campaign management tools, like Acquisio - Automated vs. Manual bidding - Budget monitoring - Day, week, month, quarter, YTD budgets - Estimated vs. Actual - Performance insights - Test results - Executive dashboards
  • 12. Search Engine Optimization End-to-end or a la carte operational support in all elements of SEO Traffic & Rankings Analysis Keyword Research On-Site SEO Off-site Promotion Reporting - Competitor site analysis - On-page & off-site analytics - Identify top keywords by volume and relevance - Map keywords to relevant pages - Meta-tags, content recommendations - Indexation, sitemap - Graphics & image labeling - Site design & architecture recommendations - Social Bookmarking - Directory Listings - Blog posting - Article submission - One-way Link building - SERP, traffic, ranking
  • 13. Social Media Advertising Connect with audiences beyond the search engines - Identify demographics / psychographics of different sets of audiences - Relevant messaging for each audience set - Schedule and launch multiple campaigns - Monitor campaigns and adjust bids as necessary - Derive insights from campaign reports - Revise campaign strategy, optimize targeting, messaging based on reports Audience Research Message Creation & Testing Campaign Trafficking Bid Management Conversion Tracking & Reporting Optimization
  • 14. Web Analytics Inform & improve SEO, PPC & Social Media campaigns through analysis & forecasting - Identify performance metrics & variables - On-site analysis - Click-path analysis - Consumer lifecycle analysis - Modeling traffic, ranks & ROI - A/B testing - Multivariate analysis Goal Setting Analysis & Forecasting Testing Reporting - Using 3rd party analytics tools, for ex. Google Analytics
  • 16. Who Are We • DiCon is a digital marketing services firm serving agency customers • We offer outsourcing services to our agency partners in the areas of – Paid Search – SEO – Social Media Advertising, and – Web analytics • Our relentless focus on quality is enabled by: – Well defined processes – Highly trained specialists teams (reporting, campaign build, etc.) – Dedicated quality control team and compliance – Propriety apps in the areas of Project Management and Quality Control • Our well-rounded team with years of experience from consulting, direct marketing and digital advertising develops out-of-the-box, practical and result- oriented digital campaign ideas.
  • 17. Why Us? – Process Focus • Process, process, process – General operations manual covers every area where we support you – Custom design operations manual for every client – Dedicated QC and Process Improvement constantly refine processes
  • 18. Why Us? – Specialist Approach • Specialist teams with in-depth knowledge – Skilled specialists (e.g., keyword development, copy creation, bid management) – Stringent recruiting process – engineers (analytical skills), MBA (project management and communication skills) or mass communication (creative skills) • Well-developed training program • More than 100 years of combined internet marketing experience • Refined campaign management process developed over 1000’s of client campaigns Client Relationship Manager Project Manager Campaign Structure Keyword Development Copy / Content Creation Trafficking Reporting Analytics On-page Optimization Off Page Optimization Paid SEO SM X X X X X X X X X X X X X X X X X X Teams of Specialists
  • 19. Why Us? – Technology • Technology – Platform and application agnostic – Ability to quickly learn tools used by client – Proprietary Project Management tool in development – QC apps
  • 20. How We Work With You
  • 21. How we work with you? Account Manager Account Manager Account Manager Account Manager Agency Teams Client Relationship Manager Project Manager Campaign Structure Keyword Development Copy / Content Creation Trafficking Reporting Analytics On-page Optimization Off Page Oprimization Paid SEO SM X X X X X X X X X X X X X X X X X X Teams of Specialists • Assigned project / client service manager – typically with a Master’s degree , domain experience and management expertise • Interacts with our team of skilled specialists
  • 22. How we work with you?  Use project management tool to assign and take tasks  Keep updated on status  Post deliverables  Pose questions  Quality Control and Process Improvement team constantly monitors to ensure quality of deliverables  Weekly reports & status calls with leadership team  Quarterly review of  What worked?  What can we improve?