“THE INTERNET WILL TRANSFORM ADVERTISING
BECAUSE OF ITS TRACK ABILITY, NOT ITS BEAUTY.”
ERIC SCHMIDT, GOOGLE CEO

HOW PEOPLE SHOP
STEP 1: GENERIC RESEARCH
STEP 2: NICHE RESEARCH
STEP 3: BRAND DISCOVERY
STEP 4: BRAND INVESTIGATION
STEP 5: BRAND NAVIGATION
STEP 6: PURCHASE
STEP 7: EVALUATION

STEP 1: GENERIC RESEARCH
INTERESTED IN TRAVELING ABROAD, I SEARCH FOR
“EUROPE VACATION DESTINATIONS”
BROAD AWARENESS CAMPAIGNS:
BANNER, SOCIAL MEDIA, PR, WIKIPEDIA, BLOG OUTREACH

STEP 2: NICHE RESEARCH
DISCOVERING SOME BEAUTIFUL PHOTOS OF THE
CROATIAN COAST, I SEARCH FOR “CROATIA TRAVEL”
PUBLIC RELATIONS + MEDIA OUTREACH

STEP 3: BRAND DISCOVERY
A NYTIMES PIECE RECOMMENDS DUBROVNIK, I SEARCH
“DUBROVNIK HOTELS”
COMPETITIVE SEO/SEM FOR RELEVANT KW PHRASES

STEP 4: BRAND INVESTIGATION
THE BELLEVUE IN DUBROVNIK CATCHES MY EYE,
I QUERY “HOTEL BELLEVUE REVIEWS”
REPUTATION MANAGEMENT

STEP 5: BRAND NAVIGATION
I MAKE UP MY MIND; SEARCH FOR
“HOTEL BELLEVUE, DUBROVNIK” TO GET TO THEIR SITE
BRANDED SEO & SEM

STEP 6: PURCHASE
NEAR THE END OF THE CHECKOUT PROCESS, I SEARCH FOR
“HOTEL BELLEVUE DISCOUNT CODES”
CONVERSION RATE OPTIMIZATION SEO

STEP 7: EVALUATION
POST-BOOKING, I PANIC ABOUT WIFI AND SEARCH
“HOTEL BELLEVUE WIFI ACCESS”
LONG TAIL CONTENT DISCOVERABILITY

ONLINE MARKETING PRIORITIES

BANNER AD TRENDS
NUMBER OF PEOPLE WHO CLICK ON DISPLAY ADS HAS FALLEN
BY 50% FROM 32% OF WEB USERS IN JULY 2007 TO 16% IN
MARCH 2009.
OPTIMIZING AROUND THE CLICK MEANS YOU ARE ASSIGNING
NO VALUE TO THE 84 PERCENT OF THE INTERNET USERS WHO
DON’T CLICK ON THE AD
HALF OF ALL CLICKS COME FROM LOWER-INCOME YOUNG
ADULTS, SO PRIZING CLICKS IGNORES THE MAJORITY OF
INTERNET USERS, ESPECIALLY THE MOST PRIZED ONES.

BANNER AD TRENDS
FROM COMSCORE STUDIES WE HAVE SEEN CONSUMERS
EXPOSED TO A DISPLAY ADS WERE 65% MORE LIKELY TO VISIT
THE ADVERTISER’S SITE THAN USERS WHO NEVER SAW IT
WITHIN ONE WEEK.
EVEN AT WEEK 4, PEOPLE EXPOSED TO THE AD WERE 48%
MORE LIKELY TO VISIT THAT SITE.
WHEN EXPOSED TO PAID SEARCH AND DISPLAY ADS,
CONSUMERS WERE FOUND TO BE NEARLY TWICE AS LIKELY
TO MAKE AN ONLINE PURCHASE ON A RETAILER’S SITE THEN
BY UTILIZING ONLY ONE TACTIC.

AD TARGETING TRENDS
CONTEXTUAL ADVERTISING
BEHAVIORAL ADVERTISING
SEMANTIC ADVERTISING

SEO TRENDS
• GOOGLE MAKES 400 CHANGES A YEAR
• CONTENT = KING (STILL)
• INBOUND LINKS
• GREATER COMPETITION
• SEO SCAMS

SEO TRENDS
• VIRAL & SOCIAL MEDIA
• MOBILE SEARCH
• PERSONALIZED SEARCH
• LOCAL SEARCH
• REAL TIME SEARCH

SEO TRENDS
• VIRAL & SOCIAL MEDIA
• MOBILE SEARCH
• PERSONALIZED SEARCH
• LOCAL SEARCH
• REAL TIME SEARCH

SEO TRENDS
• VIRAL & SOCIAL MEDIA
• MOBILE SEARCH
• PERSONALIZED SEARCH
• LOCAL SEARCH
• REAL TIME SEARCH

SEO TRENDS
• VIRAL & SOCIAL MEDIA
• MOBILE SEARCH
• PERSONALIZED SEARCH
• LOCAL SEARCH
• REAL TIME SEARCH

SEO TRENDS
• VIRAL & SOCIAL MEDIA
• MOBILE SEARCH
• PERSONALIZED SEARCH
• LOCAL SEARCH
• REAL TIME SEARCH

SEM TRENDS
SPEND DOWN 3.3%, ROI UP BY 10%
140%
120%
100%
100% 96% 95%
80% 83%
86% SPEND
83%
60%
40%
ROI
20%
0%
OCT 2008 NOV 2008 DEC 2008 JAN 2008 FEB 2008 MAR 2008

SEM TRENDS
• IMPROVED TARGETING
• BETTER UNDERSTANDING OF BEHAVIORS
THAT DRIVE PROFITABLE REVENUES
• BETTER DATA MINING

NEWSLETTER TRENDS
• EMAIL AUTOMATION
• INTEGRATED CAMPAIGNS
• PERSONALIZED EMAILS
• TIE IN WITH SOCIAL MEDIA
• SOCIAL INBOX
• SEGMENTATION

OTHER TRENDS
• CONSUMER SHOPPING ENGINES
• RETARGETING CAMPAIGNS
• ATTRIBUTION ANALYSIS

QUESTIONS ?

FLORIDAPATHOLOGY.COM
• CENTRAL FLORIDA BUSINESS
• PARTNER / SUBSIDIARY OF FLORIDA HOSPITAL
• TESTING SERVICES FOR:
• BLOOD TESTS
• GLUCOSE TESTS
• THROAT CULTURES
• DIAGNOSTIC CONSULTATION SERVICES

FLORIDAPATHOLOGY.COM
SOME ONLINE GOALS
• BRAND AWARENESS
• INFO DISTRO
• LEAD GENERATION
• FILL SUPPLY ORDERS
• “LABRATORY LINES”

FLORIDAPATHOLOGY.COM
SOME ONLINE GOALS FUNNEL USERS TO
• BRAND AWARENESS SERVICES PAGE
• INFO DISTRO PATIENT INSTRUCTIONS
• LEAD GENERATION CONTACT PAGE
• FILL SUPPLY ORDERS SUPPLY ORDER FORM
• “LABRATORY LINES” NEWSLETTER ACCESS

“FLORIDA PATHOLOGY LABORATORY IS COMPRISED
OF 7 HOSPITAL BASED LABORATORIES INCLUDING THE
30,000 SQUARE FOOT CORE LAB LOCATED AT
FLORIDA HOSPITAL ORLANDO.”

“FLORIDA PATHOLOGY LABORATORY IS COMPRISED
OF 7 HOSPITAL BASED LABORATORIES INCLUDING THE
30,000 SQUARE FOOT CORE LAB LOCATED AT
FLORIDA HOSPITAL ORLANDO.”

“FLORIDA PATHOLOGY LABORATORY IS COMPRISED
OF 7 HOSPITAL BASED LABORATORIES INCLUDING THE
30,000 SQUARE FOOT CORE LAB LOCATED AT
FLORIDA HOSPITAL ORLANDO.”

“WITHIN THE CENTRAL FLORIDA TRI-COUNTY AREA
STRATEGICALLY LOCATED LABORATORIES PROVIDE
THE SERVICE CONNECTIVITY TO MEET THE
HEALTHCARE NEEDS...”

“WITHIN THE CENTRAL FLORIDA TRI-COUNTY AREA
STRATEGICALLY LOCATED LABORATORIES PROVIDE
THE SERVICE CONNECTIVITY TO MEET THE
HEALTHCARE NEEDS...”

“FRIENDLY, COMPETENT STAFF COURIERS ARE
AVAILABLE FOR ROUTINE AND STAT PICKUPS AS WELL
AS REPORT DELIVERY UPON REQUEST. OUR
PROFICIENT PHLEBOTOMY STAFF PROVIDES BLOOD
COLLECTION SERVICES TO NURSING HOMES, LONG
TERM CARE FACILITIES, AND HOSPITALS.”

TARGETED CONTENT:
“CENTRAL FLORIDA BLOOD CULTURE
TESTING”

TARGETED CONTENT:
“FLORIDA PATHOLOGY HOURS OF OPERATION”

TAKE AWAY INFO
• IMPROVE FUNNEL STRATEGY
• POTENTIALLY AUTOMATE PROCESSES
• IMPROVE SITE EXPLORATION
• CONTENT DISTRO & SEO PERFORMANCE
• CONSISTENT / USABLE NAVIGATION
• THROW LAZY USERS SOME HELP

THANKS FOR LISTENING
YOUR TURN, LET’S TALK!

HOW TO LEVERAGE SOCIAL MEDIA
TOMORROW WITH CEO BOBBY JONES & MYSELF
THURSDAY, NOV. 4
12:00 PM - 1:00 PM
CHECK US OUT!
PURPLEROCKSCISSORS.COM
DOWNTOWNORLANDO.COM
FACEBOOK.COM/PURPLEROCKSCISSORS

#PRPL