$$$ Display Rich, Flash and Static Ads E-Mail House & 3 rd Party email Video Display and Pre-roll Social Tweets, Posts, Blogs, Photos, Videos Search Paid + Natural Online Media Mix… can be overwhelming Affiliate Ad Networks Search Content Portals Social Nets
Good User Experience + Effective Branding + CTAs = $$$
2. Social Media marketing
Engage audiences, build brand, leverage WOM
3. Search Engine Marketing
Harvest demand: Engage those who are “in the market”
4. Email marketing
Cultivate long term relationships
Foundational Approach to Media Site Usability Social Search Email
What’s Next? Display Video Blog Mobile Mobile ??? Site Usability Social Search Email
How Most View Online Media Mix* $$$ *Was not room to include Comparison Shopping Engines, Contextual Text Ads, etc. Social Networks, Blogs, Photos, Videos Search Paid + Natural E-Mail House & 3 rd Party email Display Rich, Flash, Video, .Gif Ads Affiliate/CoReg Branded / Unbranded
Contributing Roles of Online Media Display CPM/CPC/CPA E-Mail CPM/CPA Social ??? Search CPC Affiliate / Co-Reg CPA *Was not room to include Affiliate, Comparison Shopping Engines, Contextual Text Ads, etc. Bold indicates most relevant role for each type of media Stage Search Display Email Aff/Co-Reg Social Awareness Broad terms Targeted ads 3 rd party sends Targeted offers Views / Mentions Interest Narrow terms Retargeted ads 3 rd party sends ___ Sharing / Rec’s Decision Branded terms Retargeted ads 1 st party offers Sales / Leads Sharing / Reviews
SMO measurement is typically done with tools like Radian6 and other software applications that monitor keyword activity across social media platforms.
This measurement helps to demonstrate the effectiveness of social media in generating “buzz” and sentiment.
Another way to measure SMO is how it affects search activity.
New technology allows us to measure which branded search traffic, bookmark traffic and direct referrals have been caused by social media activity (or other non linked digital assets).
Example: Online PR Metrics Measurement Tools Output Outtake Outcome # of times picked up, # of bloggers, advertising equivalency Brand monitoring, reputation awareness, influence, Page Rank How many people to site have viewed the PR or blog coverage? How many conversions resulted from the campaign? Google, VMS, Cision, Techrigy, TrackUr, DNA 13, Cymfony, Technorati BuzzLogic, Radian 6, BuzzMetrics (Nielsen), Visible Technologies, Cision, Cymfony, Technorati BusinessOnLine Analytics Enhancement Tool
Looking Beyond Last Click (2 examples) Customers don’t make rash decisions. Don’t use metrics that assume they do. To determine what works, attribute credit for the action across all prior touch points. Display Vendor #1 Impression Day: 0 60 30 Search “ Weight loss surgery” Paid Click Search “ Lap Band” Paid Click Display Retargeted Impression E-Mail 3 rd party Impression Search “ ABC Houston” Paid Click / Action Display Vendor #2 Impression E-Mail 3 rd party Impression Display Vendor #3 Impression Search “ Lap Band” Paid Click Search “ ABC Houston” Natural Click Direct Nav Visit / Action
Impact of Attributing Credit Chart (actual client data) shows the relative performance of Search, Display and Email when credit is attributed to all engagements vs. the last click By attributing credit for all engagements, 1/3 of actions from Natural Search were credited to Display ads
Impact of Attributing Credit Chart (actual client data) shows how Cost Per Action for Search, Display and Email changes when credit is attributed to all engagements vs. the last click CPA for Display fell 90+% from $900 (last click) to $70 (all engagements)