Marketing Roundtable - April 9, 2013 - Advertising Isn't Dead

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In this era of social media, SEO, and mobile many seem to think advertising is somehow passé. Hear from a panel of industry experts how you can harness the latest advertising strategies to achieve solid marketing ROI. We’ll explore best practices for advertising programs, and even turn some of your thinking about advertising on its head with new options you might not be aware of.



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  • Sean asked “Is Advertising Dead?”
  • Tell you What Paid Search is, why it’s powerful, why you might like it if you like to measure things. About 900,000 searches are done on Google per second.
  • What is Paid search - TOP AND SIDE of results (light pink). modern day Yellow Pages. From the searcher’s standpoint, I type in something I need, and get results. Paid and organic results. From the advertiser’s standpoint – I have the opportunity to convince you to come to my site instead of my competition.
  • Focus on wording and offer in my “ads.”
  • From Google’s standpoint….what they make in advertising pays for everything else they do.
  • Baconalia! Display ads – distinct from paid search. I can do paid search with display ads…but for this discussion, let’s keep them separate. Ok. Bacon, mortgage rates…Are B2B technology companies using paid search?What is in it for Spark? Focus on entrepreneurial assets and resources,biosciences, alternative energy.
  • 8 results – inventory procurement software. Introduce terms – Keywords, Ads.
  • PPC / CPC
  • Quickly scalable advertising – if your campaigns are effective, channel more dollars there. What other ad channels are scalable like this? TV, radio, digital outdoor.
  • There are not a lot of Denny’s in Iowa. Negative keywords narrow the scope to save money. Ie, “bacon.” Targeting gets to the right PEOPLE
  • Location applies in a number of ways – Major search engines are where your fingers do the walking, google and YouTube are both accessible via one platform - AdWords
  • This just gets better. Like inbound programs, paid search is measurable. Advertiser’s Dream, CFO’s Dream. Also use dummy tests – sales.
  • The World’s Fastest Indian Anthony Hopkins
  • Location applies in a number of ways – Major search engines are where your fingers do the walking
  • Etymonline.com
  • What else might Paid Search be? Top of funnel. Absolutely. It’s easy to see how Paid Search is part of an inbound marketing program. It’s a type of an inquiry.
  • The World’s Fastest Indian Anthony Hopkins
  • Marketing Roundtable - April 9, 2013 - Advertising Isn't Dead

    1. 1. Marketing Roundtable:Advertising Isn’t Dead April 9, 2013 © Ann Arbor SPARK
    2. 2. Advertising Isn’t Dead… Ann Arbor SPARK 9 April, 2013
    3. 3. What is advertising?
    4. 4. What is advertising?
    5. 5. What is advertising?
    6. 6. What is advertising?
    7. 7. What is advertising?
    8. 8. What is advertising?
    9. 9. The answer?It all is!
    10. 10. Why advertise?
    11. 11. Waste not, want not…“Half the money I spendon advertising is wasted;the trouble is I dont knowwhich half.”John Wanamaker, (attributed)US department store merchant (1838 - 1922)
    12. 12. The ROI multiplierSpend X Creative = ROI
    13. 13. So do something cool…
    14. 14. And not something lame…
    15. 15. Or get creative with media…
    16. 16. Advertising is…• Viable• Scalable• Relevant• Strategic
    17. 17. Outdoor Advertising
    18. 18. Marketing Roundtable Adams Outdoor Advertising
    19. 19. That was then…Marketing Roundtable Adams Outdoor Advertising
    20. 20. This is now… Marketing Roundtable Adams Outdoor Advertising
    21. 21. Outdoor is now immediate… Marketing Roundtable Adams Outdoor Advertising
    22. 22. Then Now Simple Visual and Creative Static Static Tri-Vision Digital Billboard BillboardA billboard will always be a billboard. Marketing Roundtable Adams Outdoor Advertising
    23. 23. Marketing Roundtable Adams Outdoor Advertising
    24. 24. Marketing Roundtable Adams Outdoor Advertising
    25. 25. Marketing Roundtable Adams Outdoor Advertising
    26. 26. Outdoor is… • Trendy, hip and NOW • Always on, never avoidable • Visual, interactive and directional • Used by other mediumsOutdoor can… • Reach everyone, every day • Target specific demographics • Be customized to suite any budget • Make your message larger than life Marketing Roundtable Adams Outdoor Advertising
    27. 27. Want to grow your business?Put your message in front ofpotential customers rightwhen theyre searching forwhat you have to offer.
    28. 28. *
    29. 29. 1. Type in search (keyword or phrase)2. Get results (Ads)3. Click Thru to Landing Page
    30. 30. * http://ansonalex.com/infographics/how-much-money-did-google-make-in-2011-infographic/
    31. 31. Paid Search / Pay-Per Click*Scalable*Targeted*Timely*Measurable / Reportable*Flexible
    32. 32. *Choose Your Budget – Any amount*Expand with little additional time & effort
    33. 33. *Select Specific Keywords and Phrases – “Denny’s Baconalia”*Restrict Specific Keywords and Phrases*Specific Calls to Action*Narrow or Broaden Audience Location*Audience Demographics & Interests*Time of Day, Day of Week
    34. 34. *Appears exactly when your potential customer is looking*Tie to seasonal sales, events, trade shows, webinars, social media push - Baconalia
    35. 35. * 80% of all web searches are done on Google* YouTube is second largest search engine* Bing / Yahoo / Microsoft* Your competitors are there* On page – auction & quality determines placement
    36. 36. Optimize Using Key Insights from click-through-rate (CTR) and conversions (definable)* Keywords most likely to gain “click-through”* Ad wording most likely to gain “click-through”* Landing pages most likely to convert (sale, phone call, download, time on site)* Can be integrated with marketing automation programs for tracking and lead scoringConstantly developing and testing to optimizeclick-throughs and conversions.
    37. 37. Change any settings now, tomorrow, next month* Budgets* Keywords* Ads* Landing Pages* Entire campaigns
    38. 38. *Use most popular and powerfulkeywords and ads to inform yourother marketing*Enhances & informs organicsearch & social campaigns*Requires maintenance
    39. 39. * Am I turning someone toward a product?*Am I reaching the target market and convincing them to buy?
    40. 40. Advertise:early 15c., "to take notice of,"(12c.), from Latin advertere "turn toward," fromad- "toward" (ad-) + vertere "to turn" (versus).Promotion:Reaching the target market and convincingthem to buy
    41. 41. Smartinsights.com
    42. 42. Adwords.Google.ComBud Gibson EMU - I.S. DeptKim Brown – kim@sensiblevision.comLocal Agencies – PWB, TWBG
    43. 43. Next Marketing Roundtable: Go Mobile or Go Home May 14, 2013 © Ann Arbor SPARK

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