Why Spend Money On Seo Inbound Marketing Vm

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Why Spend Money On Seo Inbound Marketing Vm

  1. 1. Why spend money on SEO/Inbound Marketing?<br />
  2. 2. The impact of the web / mobile:<br />APPLE ITUNES - Songs sold on iTunes up 1,169,900% from 2003 - Songs sold on CD's down 60% (source Apple, Nielsen soundscan). Songs sold 11.7 billion vs. 2.8 billion on CD's.<br />AMAZON - Amazon sales up 808% from 1999, 14.9 billion vs. Borders (Borders filed for bankruptcy 2/11). Borders sales, 2.8 billion. (source Bloomberg)<br />TEXTS vs. MAIL - Cell phone text messages up 1,200,243% from 2000, 1.9 trillion. USPS mail volume down 19%, 170 billion. Projected loss fiscal year 2011, USPS is $6 billion. (source: US Postal Service, Informia)<br />
  3. 3. These days are over.<br />
  4. 4. 1300 Channels and Declining Views.<br />
  5. 5. Online TV viewing onupward trajectory…which means viewers CHOOSE programming<br />
  6. 6. 40% of U.S. Households Own a DVR<br />86% Skip the Ads<br />
  7. 7. Advertising is Unwanted<br />More people are unsubscribing or sending email to junk folders<br />200 Million Adults are on the federal “Do Not Call” list (2/3 of all adults)<br />44% of direct mail is never opened<br />FTC 7/2010, The Guardian 8/2010, EPA.gov 11/2010<br />
  8. 8. How people spend their time now:<br />
  9. 9. Three Fourths of All Adults Are Online<br />There are 164 million adult internet users in the U.S. and growing<br />One third of adults spend more than 3 hours online every day (two thirds spend over an hour)<br />87% use search engines (for product research 78%, to get news 75%, to buy products 66%, for social networking 61%, for “how to” information 59%)<br />Pew Research 5/2010, The Media Audit 10/2010<br />
  10. 10.
  11. 11. Projected-><br />Source: Forrester’s Interactive Advertising Models (US Only)<br />
  12. 12. >>It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few…<<<br />M. Lawrence Light<br />Former CMO McDonalds<br />
  13. 13. Rethinking Marketing<br />Inbound Marketing<br />SEO/SEM<br />Blogging<br />Social Media<br />RSS<br />Free Tools/Trials<br />Viral Videos<br />Hubspot 2011<br />Outbound Marketing<br /><ul><li>Telemarketing
  14. 14. Direct Mail
  15. 15. Email Blasts
  16. 16. Print Ads
  17. 17. TV/Radio Ads
  18. 18. Trade Shows</li></ul>Interruption<br />Permission<br />
  19. 19. Search Engine Use<br />34,000 searches are performed on Google every second<br />57% of internet users search the web every single day<br />46% of all daily searches are for information on products and services<br />21% of shoppers used a search engine yesterday<br />20% are for LOCAL businesses<br />Search Engine Land 2/2010, Marketshare.hitslink.com 10/2010, SRI 10/2010, Pew Research 9/2010, Google 4/2010<br />
  20. 20. “Google is the new Yellow Pages.”<br />Hubspot 2011<br />
  21. 21. “Ranking high on search engines is no longer optional, it’s critical.”<br />70% of the search results clicked on are organic, not paid <br />60% of these organic clicks only on the TOP 3 search results <br />75% of searchers never scroll past the first page<br />Hubspot 2011, Marketingsherpa 2/2007<br />
  22. 22. Google results: Top 3 organic.Where people look is where they click.<br />
  23. 23. is now the second largest search engine<br />Over 2,000,000,000 views PER DAY,<br />double all network watching combined<br />Stat Source: sites.google.com/a/pressatgoogle.com/youtube5year<br />
  24. 24. Number one search is:<br />“How To ___(your question here)__?”<br />And, take note, people love to watch videos about how to do things.<br />
  25. 25. Social networking is #1 <br />online activity...<br />…two years ago, it was Email!<br />
  26. 26. Break it down by hour<br />
  27. 27. Consumers AreMarketing To Consumers<br />Blogs<br />Social Media<br />Word of Mouth<br />Review Sites<br />From Jay Feitlinger, and AgencySide 2011 -- Image Source: michellebentham.files.wordpress.com<br />
  28. 28. Because everyonenow has a voice…<br />Image Source: freakingnews<br />
  29. 29. And they’re talking about you anyway!<br />(140,000,000 Tweets per day)<br />
  30. 30. 700 Million and Growing<br />Fastest growing demographic in <br />Facebook: 35+ yrs old<br />
  31. 31. 78% of people trust recommendations of other consumers. <br />While only 14% of people trust advertisements<br />Nielsen “Truth in Advertising” Research<br />
  32. 32. As SEO marketers, we have to think outside the box (the PC that is)<br />Computer/ Laptop<br />TV<br />Gaming<br />Car/<br />Navigation<br />Out of Home<br />Mobile/ Tablet<br />
  33. 33. By Q3 2011, half of all mobile phones will be smartphones.<br />There are 85 million mobile internet users.<br />Nielsen, 2010<br />eMarketer, 2010<br />By 2013, there will be more mobile internet users than desktop internet users.<br />Over half the people who own a smartphone use it to help them shop.<br />Morgan Stanley, April 2010<br />iModerate and Chadwick Martin Bailey, January 2011<br />
  34. 34. By 2013, 50% of web traffic will come through mobile devices (IDC).<br />Daily usage of mobile email increased 40% from Nov 09-10 (ComScore)<br />91% of mobile users consume social media on their device; 71% of desktop users (Ruder Finn)<br />Mobile commerce will equate for well over 10% of purchases by 2015. (ABI Research)<br />
  35. 35. 69% Use Mobile ForResearch While Shopping<br />
  36. 36. 53% of Facebook Users <br />Play Games<br />And the average player isn’t a 13 yr. old boy, it’s 42 yr. old woman!<br />Source: Lightspeed Research 9/2010<br />
  37. 37. American Express offers Facebook<br />game credits as rewards<br />
  38. 38. 1-800Flowers offers Facebook<br />game credits as “coupon”<br />
  39. 39.
  40. 40. Internet Popularity Contest – <br />How Do You Win?<br />
  41. 41. Optimize everything to dominate a search<br />
  42. 42. Keywords are Key<br />
  43. 43. Facebook<br />LinkedIn<br />@PelAbbott<br /> Contact Pel:602.314.3477<br /> www.VerticalMeasures.com<br />

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