Digital Search Insights & Integration of Marketing

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  • 1. Digital Search Insights
    Integration of Communication Touchpoints
    VivekChaudhuri
    Director, Search Marketing
    @digitalv
  • 2. Do you still have to sell search engine marketing?
  • 3. Sell value in their business terms (RESULTS)
    1
    Speak from a business perspective and don’t get caught up in the “bells and whistles” of product features
    2
    Establish trust and credibility to become a strategic advisor (INSIGHTS)
  • 4. How do we become a strategic advisor rather than a tactical search marketer?
  • 5. Brand experience starts with key “words” that customers use…
    KEY “WORDS”
  • 6. Digital search insights from keyword research
    What:
    • Understand what information target audience is searching and consuming online
    • 7. How is the target audience searching for this information >> “Keywords”
    Potential uses of insights:
    • Build content relevant to information that customers are searching
    • 8. Leverage search insights to integrate both digital and traditional marketing channels
    • 9. Better position brand messaging
  • Trinity of Search
    trin·i·ty (trĭn'ĭ-tē) A group consisting of three closely related members
    • Search engine (Google, Bing, etc)
    • 10. Video portal (YouTube) or video search engine (Blinkx)
    Video
    • Regular search using mobile devices
    • 11. Mobile apps (iPhone, Droid, etc)
    Mobile
    Social
    • Real-time search integration (Twitter)
    • 12. Indexing Facebook status update and social graph (Bing and Google’s social search)
    • 13. Search on social sites (Facebook)
  • Keyword Analysis and Strategy: Driver for the integration of digital and traditional marketing
  • 14. Keyword segmentation matrix: Strategy driver
    High Comp./Low Volume
    High Comp./High Volume
    High Competition / High Volume
    • Paid search focus
    • 15. Off-Page optimization (links, online PR, video, articles)
    • 16. Traditional channel integration (TV, etc)
    Low Competition / High Volume
    • Organic search focus (On / Off-Page optimization)
    • 17. Map keywords to content strategy
    • 18. Paid search leveraged to maximize visibility
    High Competition / Low Volume
    • Select few keywords for both paid and organic search campaign based on historic conversion data
    Low Competition / Low Volume
    • Keyword testing (conversion / clicks)
    • 19. Long term growth (Display to boost search)
    PRIMARY
    SECONDARY
    10 - 20 Keywords
    10 - 50 Keywords
    Keyword Competition
    Low Comp./High Volume
    Low Comp./Low Volume
    Keyword Popularity
  • 20. High Comp./High Volume
    High Comp./Low Volume
    Healthy breakfast choices
    Breakfast
    Breakfast casserole
    Easy breakfast
    Strategic
    Croissant
    Sausages
    Quick dinner recipes
    Health breakfast
    Low carb breakfast
    Recipes
    Lunch recipes
    Breakfast recipes
    Dinner
    Appetizers
    Keyword Competition
    Low carb breakfast food
    Healthy breakfast bread
    Tactical for C-Suite
    Heart healthy breakfast
    Sausage recipes
    Croissant recipe
    Bacon recipes
    Low Comp./Low Volume
    Low Comp./High Volume
    Keyword Popularity
  • 21. Analysis and search mix recommendation
    Keyword Themes
    Keyword Performance Feedback
    Primary Terms
    Secondary Terms
    Content Development
    Analytics
    Paid
    Creative and Messaging
    Low Keyword Competition High
    SEO
    Low Search Frequency High
    Additional Considerations
    Keyword Matrix/Landscape is used to analyze each keyword theme/bucket to prioritize primary and secondary recommended keywords
    Search Mix Plan is recommended and optimized on an ongoing basis based on performance monitoring
  • 22. VivekChaudhuri
    Director, Search Marketing
    Digitas Health
    @digitalv
    Vivek.Chaudhuri@DigitasHealth.com