Truly, Madly, Deeply Engaged: The New Era of Marketing to Canadians Online
<ul><li>Tell and they forget.  </li></ul><ul><li>Show and they remember.  </li></ul><ul><li>Involve and they understand.  ...
Digital universe grew almost 1.5M from March 2006 to March 2007 Source: comScore Media Metrix Canada, All Locations Nov. 2...
Canada most engaged country online Average hours per visitor per month total audience Source- comScore Media Metrix, Novem...
What are Canadians Doing Online? E-Mail General browsing Weather or road conditions Travel Info or making travel arrangeme...
Just like Americans, right?  Wrong. <ul><li>Shopping   Agree </li></ul><ul><li>Online product info saves time  65% </li></...
The Internet is the New Prime Time   ONLINE  TV All Canadians  13  14 Canadian Youth 15  12 Youth in Canada are spending m...
The Opportunity is Large <ul><li>By 2009 Average Spend per consumer online to be $1,295 </li></ul><ul><li>According eMarke...
Marketers aren’t leading, they’re  following  consumers online Internet represents  21%   of weekly media usage Yet only  ...
So, what do  you  need to do to be  successful on the Web? Six observations, plus a bonus for being here today
1) Get online If they can’t find you there, it hurts your brand I have a less favorable view of the brand name, the produc...
2) Market online – Build your brand Sampling the brand
<ul><li>SEM  …search engine marketing </li></ul><ul><li>SEO  …search engine optimization </li></ul>3) Make the most of you...
What is SEO? SEO =  Search Engine Optimization Defined : The process of enhancing the authority and reputation of  a webpa...
Some SEO Tips <ul><li>10 Point SEO Action Plan For Any Business: </li></ul><ul><li>Keyword research is critical.  Find out...
4) Behavioural Targeting <ul><li>HOW IT WORKS </li></ul><ul><li>Tracks users’ recent behaviours anonymously across Yahoo! ...
Yahoo! Behavioural Targeting <ul><li>‘ USER DNA’ EMERGES   </li></ul><ul><li>Each user’s behavioural interests create a un...
Yahoo! targeting tools are most advanced <ul><ul><li>PROVEN RESULTS </li></ul></ul><ul><ul><li>Over 100 case studies demon...
Over 400 product categories.  And growing LIFE STAGES Parenting Moving Retirement planning “ Regardless of goal, advertise...
The  We  in the Web It’s what the web does best.  Connecting people with other people, and with information.  Giving maven...
Social Marketing Getting your target involved and engaged Chevy engages their prospects with consumers building their own ...
<ul><li>Identify your best consumers </li></ul><ul><li>Listen to them </li></ul><ul><li>Collaborate with them </li></ul><u...
Are you where the action is? 6) SEM - $400M and Growing  Source: IAB Canada Est. 2007 Canadian Online Ad Spend $ 1.1B Est....
Canadian Businesses are Missing the Opportunity 82%  of Canadian businesses with websites use some form of online advertis...
Reasons for  Not  Using  Search   57% of companies advertising in both Canada and the US use sponsored search, compared to...
Easy to Use Tools Let You Manage Your Money Without Wasting Time
Get Your Fair Share of the Search Pie
You Should Continually Optimize your Campaigns <ul><li>Concentrate on products where you make money </li></ul><ul><li>This...
You Should Continually Optimize your Campaigns <ul><li>Optimize your copy regularly   </li></ul><ul><li>Use it to message ...
Searching often leads consumers to new brands and websites    Source: YSM Reach & Engagement – Auto Insurance Target: Rec...
7. Market to People, Not Time Or Space
We Call it 4 Pillar Marketing Technology Personalization Content Personalization Community Advertiser Network User Profile...
Recap <ul><li>Get online </li></ul><ul><li>Make the most of your site </li></ul><ul><li>Market online - Branding </li></ul...
www.advertising.yahoo.ca
WANT TO KNOW MORE? <ul><li>Visit the Yahoo! Canada Think Tank </li></ul><ul><li>Speak with a Yahoo! Representative </li></...
THANK   YOU!
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Yahoo! Canada -- The New Era of Marketing to Canadians Online

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To accompany a posting on www.OneDegree.ca -
Maor Daniel's keynote presentation at Toronto's SOHO/SME 2007 conference published with permission.

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  • Yahoo! Canada -- The New Era of Marketing to Canadians Online

    1. 1. Truly, Madly, Deeply Engaged: The New Era of Marketing to Canadians Online
    2. 2. <ul><li>Tell and they forget. </li></ul><ul><li>Show and they remember. </li></ul><ul><li>Involve and they understand. </li></ul><ul><li>Chinese Proverb </li></ul>
    3. 3. Digital universe grew almost 1.5M from March 2006 to March 2007 Source: comScore Media Metrix Canada, All Locations Nov. 2005- Nov. 2006
    4. 4. Canada most engaged country online Average hours per visitor per month total audience Source- comScore Media Metrix, November 2006 data
    5. 5. What are Canadians Doing Online? E-Mail General browsing Weather or road conditions Travel Info or making travel arrangements Viewing news or sports Searching for medical or health-related info Window shopping Researching community events Playing games Chatting or Instant Messaging Obtaining / saving music (free or paid downloads) Listing to Internet radio Research investments Downloading or watching TV or a movie
    6. 6. Just like Americans, right? Wrong. <ul><li>Shopping Agree </li></ul><ul><li>Online product info saves time 65% </li></ul><ul><li>Online product info is detailed 57% </li></ul><ul><li>Often search online for prod info 59% </li></ul><ul><li>Often research online for pricing 57% </li></ul>[ComScore 2006] Canadian activities online, compared to Americans
    7. 7. The Internet is the New Prime Time ONLINE TV All Canadians 13 14 Canadian Youth 15 12 Youth in Canada are spending more Prime Time hours online than watching TV Weekly Time Spent
    8. 8. The Opportunity is Large <ul><li>By 2009 Average Spend per consumer online to be $1,295 </li></ul><ul><li>According eMarketer’, Canadians will double their spending online between 2006 and 2009 to US $16 Billion. </li></ul>
    9. 9. Marketers aren’t leading, they’re following consumers online Internet represents 21% of weekly media usage Yet only 6% of ad dollars spent Cable TV 22% Radio 20% News- papers 4% Magazine 3% Broadcast TV 28% Internet 21% Cable TV 10% Internet 6% Radio 8% Outdoor 2% Magazine 20% News- papers 22% Broadcast TV 33%
    10. 10. So, what do you need to do to be successful on the Web? Six observations, plus a bonus for being here today
    11. 11. 1) Get online If they can’t find you there, it hurts your brand I have a less favorable view of the brand name, the product, or the service 36% It doesn’t change my view of the brand name, the product, or the service 64% [Source: Yahoo! Search Marketing and Carat Expert, May 2005]
    12. 12. 2) Market online – Build your brand Sampling the brand
    13. 13. <ul><li>SEM …search engine marketing </li></ul><ul><li>SEO …search engine optimization </li></ul>3) Make the most of your site Optimize your copy regularly Make sure title and description copy matches content on site Deep link to relevant content Concentrate on products where you make money Measure and optimize terms through conversion tracking Set bid prices according to CPA targets Categorize your account for easy mgt. Protect your brand keyword Use SEM for branding, not just direct response
    14. 14. What is SEO? SEO = Search Engine Optimization Defined : The process of enhancing the authority and reputation of a webpage in order to improve organic search engine rankings. Why? <ul><li>To increase the number of visitors to your site (quantity) </li></ul><ul><li>To bring more targeted visitors to your site (quality) </li></ul>How ? <ul><li>3 Focus Areas: Page Content, Popularity & Reputation </li></ul><ul><li>Content: How relevant is your page to the user’s query? </li></ul><ul><li>Popularity: Have you acquired links (votes) from 3 rd parties? </li></ul><ul><li>Reputation: How do 3 rd parties describe your site in their links? </li></ul><ul><li>Eg: ‘click here’ = non descriptive / ‘blue widget sale’ = description </li></ul>
    15. 15. Some SEO Tips <ul><li>10 Point SEO Action Plan For Any Business: </li></ul><ul><li>Keyword research is critical. Find out what your market is actually looking for first. </li></ul><ul><li>Assess the competition. What do the top sites focus on? What are you missing? </li></ul><ul><li>Follow SEO best practices and avoid the trick of the day. Focus on content quality. </li></ul><ul><li>What 3 words best describes each of your pages? Are they in your title tag? </li></ul><ul><li>Make sure search engines can index your content. Avoid the flash. Keep it simple. </li></ul><ul><li>Provide a sitemap from your homepage to help engines find and index your site. </li></ul><ul><li>Always focus on the user experience! Focus on this & rankings will often follow. </li></ul><ul><li>Link Popularity is King! Get quality links (votes) from 3 rd parties to your site. </li></ul><ul><li>Link Reputation is Queen! Make sure the links you do get are descriptive. </li></ul><ul><li>Use Yahoo! Site Explorer to monitor your site’s link popularity & saturation level. </li></ul><ul><li>Bonus Tips: </li></ul><ul><li>1) Get your site listed in ‘Local Search’. High value opportunity with lower competition. </li></ul><ul><li>2) Learn to specialize. Create content for untapped niche areas in your market place . </li></ul>
    16. 16. 4) Behavioural Targeting <ul><li>HOW IT WORKS </li></ul><ul><li>Tracks users’ recent behaviours anonymously across Yahoo! network. </li></ul><ul><li>We spot persons interested in your product area. </li></ul><ul><li>System lets you target these hot prospects wherever they happen to be surfing on Yahoo! </li></ul>
    17. 17. Yahoo! Behavioural Targeting <ul><li>‘ USER DNA’ EMERGES </li></ul><ul><li>Each user’s behavioural interests create a unique pattern. His pattern evolves daily. </li></ul><ul><li>BEHAVIOUR MATCHED TO </li></ul><ul><li>PURCHASE CYCLES </li></ul><ul><li>Every day we match each </li></ul><ul><li>user’s recent pattern against proven purchase cycles for 400+ product categories </li></ul>Big Fantasy Sports fan Clicked on a Prius ad Responds most to ads in Yahoo! News Visits Yahoo! Finance daily Looked for flights to Portugal on Yahoo! Travel Frequent visits to Yahoo! Personals Added RSS feeds from WSJ and Barron’s Searched for GPS, TREO, Plasma TV Lives in Edmonton
    18. 18. Yahoo! targeting tools are most advanced <ul><ul><li>PROVEN RESULTS </li></ul></ul><ul><ul><li>Over 100 case studies demonstrate solid lifts across every product class </li></ul></ul><ul><ul><li>NEW TARGETS EACH </li></ul></ul><ul><ul><li>QUARTER </li></ul></ul><ul><ul><li>Ask about life stages, </li></ul></ul><ul><ul><li>smart ads, and more </li></ul></ul>AUTO INSURANCE > 1.6 Million Users DIGESTIVE SYSTEM > 342,000 Users +78.3% CTR Lift +73.5% CTR Lift +376.1% Conv Lift
    19. 19. Over 400 product categories. And growing LIFE STAGES Parenting Moving Retirement planning “ Regardless of goal, advertisers who used behavioral targeting in the last twelve months are +28% more satisfied than those not using behavioral targeting.” - Jupiter Research [June 2006]
    20. 20. The We in the Web It’s what the web does best. Connecting people with other people, and with information. Giving mavens a platform to find information and share their knowledge and opinions. Expanding and building communities. And more. If anyone was ever lonely or looking for information or advice, the Internet welcomes them with open arms. Millions of people have recognized the potential, its time for marketers to join them. The Web magnifies the reach of influencers Mass Media My Media We Media Media Evolving 5) Make the most of Web 2.0
    21. 21. Social Marketing Getting your target involved and engaged Chevy engages their prospects with consumers building their own Chevy Tahoe commercials. Pepsi connects with their target as they create their own music with Pepsi Smash. Wal-Mart draws consumers into their new fashions with custom avatars. State Farm solicits consumer video submissions to reinforce the Now What? Campaign. Visa uses everyday consumer photos via Flickr submissions for a real life Life Takes.
    22. 22. <ul><li>Identify your best consumers </li></ul><ul><li>Listen to them </li></ul><ul><li>Collaborate with them </li></ul><ul><li>Give them tools to share </li></ul>ENGAGEMENT MARKETING ENGAGEMENT
    23. 23. Are you where the action is? 6) SEM - $400M and Growing Source: IAB Canada Est. 2007 Canadian Online Ad Spend $ 1.1B Est. % of 2007 Online Ad Spend in Search 38% Est. 2007 Canadian Search Marketing Business $410m
    24. 24. Canadian Businesses are Missing the Opportunity 82% of Canadian businesses with websites use some form of online advertising. Only of online advertisers 36% spend money on some form of SEM/SEO activity. Of those that do invest in some form of SEM they spend, on average, less than 18% of their online budget on Search. Of the 45% of online advertisers that advertise in Canada, only less than 25% have tried SEM. In 2006 more than 79% of US online advertisers used or piloted some form of SEM program. Source: Forrester Next Wave Report – SEM Agencies Q4 2006
    25. 25. Reasons for Not Using Search 57% of companies advertising in both Canada and the US use sponsored search, compared to a 25% use rate among those advertising in Canada only. % Using vs. Not Using Sponsored Search Reasons for Not Using Sponsored Search Too expensive Don’t know enough about it/ how to get started Was advised against it by ad agency/webmaster Tried it but not effective No offerings for Canada-only audiences Not enough resources to manage it Not suitable for business/don’t need it Do not trust sponsored search Not offered in French language 13% of respondents had previously used sponsored search
    26. 26. Easy to Use Tools Let You Manage Your Money Without Wasting Time
    27. 27. Get Your Fair Share of the Search Pie
    28. 28. You Should Continually Optimize your Campaigns <ul><li>Concentrate on products where you make money </li></ul><ul><li>This may sound obvious, but make sure your focus is on destinations or products which provide the best yield. Once you have identified your focus, list on as many relevant terms as possible </li></ul><ul><li>Measure and optimize your terms by closely tracking all conversions and adjust bid prices according to CPA targets </li></ul><ul><li>Where your margins are narrow, make your terms count and don’t pay more than you need to </li></ul><ul><li>Categorize your account to allow you to manage your campaign easily and effectively </li></ul>
    29. 29. You Should Continually Optimize your Campaigns <ul><li>Optimize your copy regularly </li></ul><ul><li>Use it to message special offers (e.g. free postage & packing) to the user. Make your copy stand out from the crowd by reflecting your USP </li></ul><ul><li>Make sure your Title and Description (T&D) copy is consistent with the content on your site </li></ul><ul><li>If a user sees “Digital Cameras from $99” in your Title, make sure this is reflected on your site or risk losing the user </li></ul><ul><li>Deep link to relevant content </li></ul><ul><li>This is vital - if a user is searching for “handmade birthday card”, send them straight to the content </li></ul>
    30. 30. Searching often leads consumers to new brands and websites  Source: YSM Reach & Engagement – Auto Insurance Target: Recent Auto Insurance Purchasers   Source: The Role of Search in the Wireless Market Target: Those who have switched wireless providers in the last 12 months and used online search in the research process    Source: The Role of Search in the Travel Research Cycle US Travel Web Searchers Looked at a site I didn’t intend to because it was one of the first few results Awareness Building Relationships/ Perceptions Consideration/ Comparison Purchase     Introductions Brand & website introduction I expect brand leaders to be consistently in the top results   <ul><li>Top ranking positions in search often convey perceptions of leadership – and ultimately drive traffic </li></ul>Search introduced me to brands that I previously was unaware of
    31. 31. 7. Market to People, Not Time Or Space
    32. 32. We Call it 4 Pillar Marketing Technology Personalization Content Personalization Community Advertiser Network User Profiles, Preferences, Ratings Search Search
    33. 33. Recap <ul><li>Get online </li></ul><ul><li>Make the most of your site </li></ul><ul><li>Market online - Branding </li></ul><ul><li>Behavioural Targeting </li></ul><ul><li>Make the most of Web 2.0 </li></ul><ul><li>SEM </li></ul><ul><li>Market to People, not something else </li></ul>
    34. 34. www.advertising.yahoo.ca
    35. 35. WANT TO KNOW MORE? <ul><li>Visit the Yahoo! Canada Think Tank </li></ul><ul><li>Speak with a Yahoo! Representative </li></ul><ul><li>VISIT OUR SITE: </li></ul><ul><li>Advertising.yahoo.ca </li></ul><ul><li>or for self service </li></ul><ul><li>Searchmarketing.yahoo.com </li></ul>
    36. 36. THANK YOU!

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