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How to integrate SEM in your marketing strategy

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SEM integration with marketing strategy. A short guide for the managers that need to use both, ATL and SEM, to reach their objectives

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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How to integrate SEM in your marketing strategy

  1. 1. How to Integrate SEM in your Marketing Strategy
  2. 2. WE WILL • Ask some questions • Discuss • Not forget SEM is just another means to get a message to our target • Get to know each other • Be inspired
  3. 3. Someone told you someday to come up with a marketing strategy that will include SEM
  4. 4. The internet is full of things. Let’s do what others do. GUESS!
  5. 5. WRONG! Deciding how SEM might work out for you is about “bits and pieces” So, we asked some managers to ask us some questions about the “bits and pieces” of SEM
  6. 6. 9 QUESTIONS
  7. 7. 1 IS IT WORKING FOR ME?
  8. 8. • Statistics say that 50% of online sales is brought by SEM • The same way any media does: it brings AWARENESS and EVALUATION • Study developed by Econsultancy
  9. 9. Data taken with respect from Econsultancy study
  10. 10. Your marketing strategy is and will be improvable. So is your marketing mix. Use your creativity to see what might bring you!
  11. 11. 2 HOW WILL THIS WORK FOR ME?
  12. 12. It is an investment. Consider the risks. (search is dynamic; there is no 100% prediction; SEO has long time results)
  13. 13. You have a monetizing plan. Correlate with online data estimations. See where your margin is. See if it will work on long term. See if it will sustain itself.
  14. 14. Average Margin PPC No margin SEO No margin PPC High margin SEO
  15. 15. Start with figures! If it doesn’t work out, try changing variables.
  16. 16. 3 HOW MUCH SHOULD I INVEST?
  17. 17. A recent study by Econsultancy revealed that: – 24% is invested on Paid Search – 18% is invested on SEO € 42% SEM
  18. 18. - Total value - Other marketing investments - DDLines - The life cycle - The potential - Cheap/ Expensive - Aggressive/ Weak Bidding - Range of products - Selling mechanism
  19. 19. Maybe, an investment model will help. Ex for PPC.
  20. 20. Total Break Even Value = Fixed Costs/[Unit Selling Price – Unit Variable Cost] Fixed cost (rent, fees) – 1000 Euro Unit selling – 100 Euro Unit variable cost (cost in PPC) – 50Euro TBEV = 1000/[100-50]; TBEV = 20 You need to make 20 sales in order to break even. Other 20 sales will get you 1000 Euro. Now try to scale. And get your budget.
  21. 21. Don’t get stuck in one figure. Try and than scale.
  22. 22. 4 WHAT DO I GET FROM IT?
  23. 23. (help question) Do I have a conversion mechanism? (Discussion: Car seller. Owns a site. Tries to convert) Do I have traffic converters? (call-to-action, landing pages, content, lead nurturing, analytics)
  24. 24. A sales channel with: - Predictive fixed and variable costs - Predictive results - Improvable performance - Immediate results with paid search/ long term results with SEO
  25. 25. 5 HOW DO I CORRELATE SEM WITH REST OF ONLINE?
  26. 26. Forget targets. Think Radar. And you will understand the digital connections and paths. Entertain Connect Inform CONVERT
  27. 27. Attribution Model
  28. 28. A calculation model, based on attribution: - Each channel in your marketing strategy has a contribution for delivering a lead/ sale - Depending on the participation, each channel receives a score. (ex: if PPC and Social Media delivered 1 lead, each one receives 5 points out of maximum 10. if only PPC delivered 1 lead, it receives 10 points). - Add all points for each channel and dividing it by total no. of points - You get the share of importance for each channel.
  29. 29. Try more than one model. Usually helps to check your mix vs real world.
  30. 30. 6 HOW DO I CORRELATE SEM WITH ATL?
  31. 31. Basically, it’s a matter of mixing TV and SEM. 1st – Reach light TV users 2nd – Incremental Reach
  32. 32. 2nd – Reach
  33. 33. There is no common measurement tool in RO (for the moment), so, it will make it more difficult for you. A post campaign research might help.
  34. 34. 7 SHOULD I SPLIT SEO AND PAID SEARCH?
  35. 35. No They should work together and complement themselves. Allocate budget for both. Take the most effective approach depending on your status.
  36. 36. Try think like: commercial words vs. info words
  37. 37. 8 HOW CAN I KEEP TRACK OF IT?
  38. 38. 1st Web Analytics Tracking 2nd Define KPIs Based on your web analytics, you will only get a set of figures (goals). In order to understand the business meaning, these goals will be the base for KPI
  39. 39. 2nd Define KPIs Ex: - Behaviour KPI - Visits, Interactivity (no of visitors that take an action/ total no of visitor), Conversion - Attitude KPI - Favorability, loyalty - Cost KPI - Cost per lead, cost per action, cost per lead in SEO, cost per lead in paid search
  40. 40. Don’t get stuck in tones of data. Ask/ create reports that are useful.
  41. 41. 9 WHAT DO I NEED TO GET IT STARTED?
  42. 42. A strategy Infrastructure: site, sales mechanic, call center, CRM, data base SEO & PPC team Access on tracking & optimization tools
  43. 43. And determination. And some professionals.
  44. 44. 10 OTHER QUESTIONS?
  45. 45. THX! Cosmin.nastasa@8team.ro | @cosminn | cosminnastasa.ro
  46. 46. • Data taken with courtesy from: – www.econsultancy .com – www.daverubino.com – www.3qdigital.com – www.senkailabs.com – www.google.com/think – think insights

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