Entrepreneurial Marketing Increasing your visibility on the Web with cheap, cost-effective online advertising and social m...
Today I’ll Talk About <ul><li>Online advertising trends and challenges </li></ul><ul><ul><li>Not getting easier </li></ul>...
US Online Ad Market Size Actual Estimated
Display vs. Search Advertising <ul><li>Display Advertising </li></ul><ul><li>Untargeted </li></ul><ul><li>25x volume of se...
Overall Trends <ul><li>Focus on performance and ROI </li></ul><ul><li>Market growth </li></ul><ul><ul><li>Online ad spend ...
The People-Driven Web <ul><li>Business-driven    people-driven </li></ul><ul><li>Authentic and open communications </li><...
Challenges and Opportunities <ul><li>Signal/noise ratio </li></ul><ul><li>“Banner blindness” </li></ul><ul><li>Capturing a...
Gaining Visibility – Do All <ul><li>Buying advertising online </li></ul><ul><li>SEO </li></ul><ul><li>Social media marketi...
Paid Online Advertising <ul><li>Different rate structures </li></ul><ul><ul><li>Objective: direct response vs. brand devel...
Buying Through Ad Networks <ul><li>Contextual networks  (AdSense, TextLinkAds, etc.) </li></ul><ul><li>Display networks  (...
Elements of a Campaign <ul><li>The advertisement (creative) </li></ul><ul><li>The landing page </li></ul><ul><li>The call ...
Tracking and Measuring ROI <ul><li>Define your “return” in the form of an “action”? </li></ul><ul><ul><li>Registration </l...
 
Optimizing Your Campaign <ul><li>Campaign </li></ul><ul><ul><li>Creative (click through rate) </li></ul></ul><ul><ul><li>L...
FREE Online Advertising – SEO <ul><li>Search Engine Optimization </li></ul><ul><li>Why SEO is essential </li></ul><ul><ul>...
Critical SEO Ranking Factors <ul><li>Keywords </li></ul><ul><li>HTML markup </li></ul><ul><ul><li>Title, meta desc, H1 </l...
The SEO Process <ul><li>Keyword research and selection </li></ul><ul><ul><li>How many searches? </li></ul></ul><ul><ul><li...
SMM – Social Media Marketing <ul><li>Using social media sites to generate visibility </li></ul><ul><ul><li>Leverage the po...
SMM Advice <ul><li>Contribute  </li></ul><ul><ul><li>Write interesting content frequently </li></ul></ul><ul><ul><li>Comme...
Social Media Venues to Think About <ul><li>They’re very “clubby”. </li></ul><ul><li>Social networks (MySpace, Facebook) </...
Conclusion <ul><li>Use search engine marketing to: </li></ul><ul><ul><li>Test your messaging </li></ul></ul><ul><ul><li>Op...
Jordan Mitchell <ul><li>Email:  [email_address] </li></ul><ul><li>Blog:  http://kickstand.typepad.com </li></ul>
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Uw Biz School Lecture Spring 2008

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Uw Biz School Lecture Spring 2008

  1. 1. Entrepreneurial Marketing Increasing your visibility on the Web with cheap, cost-effective online advertising and social media.
  2. 2. Today I’ll Talk About <ul><li>Online advertising trends and challenges </li></ul><ul><ul><li>Not getting easier </li></ul></ul><ul><ul><li>Incredible opportunities for startups </li></ul></ul><ul><li>Using the Web to gain exposure </li></ul><ul><ul><li>Search engine marketing (SEM) </li></ul></ul><ul><ul><li>Search engine optimization (SEO) </li></ul></ul><ul><ul><li>Social media marketing (SMM) </li></ul></ul><ul><li>Tracking and measuring </li></ul>
  3. 3. US Online Ad Market Size Actual Estimated
  4. 4. Display vs. Search Advertising <ul><li>Display Advertising </li></ul><ul><li>Untargeted </li></ul><ul><li>25x volume of search yet half the market share </li></ul><ul><li>83% sold <$1 CPM </li></ul><ul><li>Search Advertising </li></ul><ul><li>Targeted </li></ul><ul><li>$81.65 revenue per 1000 searches </li></ul>Growth lies in targeting people and behaviors. Search Display
  5. 5. Overall Trends <ul><li>Focus on performance and ROI </li></ul><ul><li>Market growth </li></ul><ul><ul><li>Online ad spend per household is $217, compared to: </li></ul></ul><ul><ul><ul><li>$980 for newspapers, </li></ul></ul></ul><ul><ul><ul><li>$980 for telemarketing, and </li></ul></ul></ul><ul><ul><ul><li>$576 for direct mail </li></ul></ul></ul><ul><ul><li>Self-service </li></ul></ul><ul><li>Better targeting </li></ul><ul><li>Greater competition </li></ul>
  6. 6. The People-Driven Web <ul><li>Business-driven  people-driven </li></ul><ul><li>Authentic and open communications </li></ul><ul><li>No one has control! </li></ul>
  7. 7. Challenges and Opportunities <ul><li>Signal/noise ratio </li></ul><ul><li>“Banner blindness” </li></ul><ul><li>Capturing and holding attention </li></ul><ul><li>Rising costs </li></ul><ul><li>More free exposure venues </li></ul><ul><li>Easy to test different approaches </li></ul>
  8. 8. Gaining Visibility – Do All <ul><li>Buying advertising online </li></ul><ul><li>SEO </li></ul><ul><li>Social media marketing </li></ul><ul><li>Word of mouth </li></ul>
  9. 9. Paid Online Advertising <ul><li>Different rate structures </li></ul><ul><ul><li>Objective: direct response vs. brand development </li></ul></ul><ul><ul><li>CPM, CPC, CPA, CPV </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Paying for blog posts </li></ul></ul><ul><li>Targeting options </li></ul><ul><ul><li>Geographic location </li></ul></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Psychographic </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Categories </li></ul></ul>
  10. 10. Buying Through Ad Networks <ul><li>Contextual networks (AdSense, TextLinkAds, etc.) </li></ul><ul><li>Display networks (ValueClick, Traffic Marketplace, </li></ul><ul><li>Behavioral networks (Revenue Science, Tacoda, etc.) </li></ul><ul><li>Blog networks (PayPerPost, b5 media, BlogAds, etc.) </li></ul><ul><li>Ad marketplaces (AdBrite) </li></ul><ul><li>Ad exchanges (Right Media, ContextWeb, etc.) </li></ul>
  11. 11. Elements of a Campaign <ul><li>The advertisement (creative) </li></ul><ul><li>The landing page </li></ul><ul><li>The call to action </li></ul><ul><li>Continual optimization </li></ul><ul><ul><li>All of the above </li></ul></ul><ul><ul><li>Multi-variate and A/B testing </li></ul></ul>
  12. 12. Tracking and Measuring ROI <ul><li>Define your “return” in the form of an “action”? </li></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Purchase </li></ul></ul><ul><ul><li>Monetary value </li></ul></ul><ul><li>Measure cost per action against monetary value </li></ul><ul><li>Simple example: selling t-shirts online </li></ul>
  13. 14. Optimizing Your Campaign <ul><li>Campaign </li></ul><ul><ul><li>Creative (click through rate) </li></ul></ul><ul><ul><li>Landing page (click through rate) </li></ul></ul><ul><li>Web site (the funnel) </li></ul><ul><ul><li>General usability (eliminating points of friction) </li></ul></ul><ul><ul><li>Catalog navigation </li></ul></ul><ul><ul><li>Ease of purchasing </li></ul></ul><ul><li>Essential tool: Google Analytics </li></ul><ul><ul><li>It’s free and it’s incredible </li></ul></ul>
  14. 15. FREE Online Advertising – SEO <ul><li>Search Engine Optimization </li></ul><ul><li>Why SEO is essential </li></ul><ul><ul><li>Free (other than the effort) </li></ul></ul><ul><ul><li>Relatively easy </li></ul></ul><ul><ul><li>The gift that keeps on giving </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>Fast changing world </li></ul></ul><ul><ul><li>Google makes all the rules </li></ul></ul><ul><ul><li>Delayed gratification (or none at all) </li></ul></ul>
  15. 16. Critical SEO Ranking Factors <ul><li>Keywords </li></ul><ul><li>HTML markup </li></ul><ul><ul><li>Title, meta desc, H1 </li></ul></ul><ul><li>Link structures </li></ul><ul><ul><li>Outbound, internal and especially inbound </li></ul></ul><ul><ul><li>Quality and relevance </li></ul></ul><ul><ul><li>Anchor text and adjacent text </li></ul></ul><ul><ul><li>Site popularity </li></ul></ul><ul><li>Content is king! </li></ul>
  16. 17. The SEO Process <ul><li>Keyword research and selection </li></ul><ul><ul><li>How many searches? </li></ul></ul><ul><ul><li>How competitive is the landscape? </li></ul></ul><ul><ul><li>How pertinent? </li></ul></ul><ul><ul><li>Is it actionable? (“super bowl t-shirts”) </li></ul></ul><ul><li>Set up your site to be crawled well </li></ul><ul><ul><li>Use the keywords throughout </li></ul></ul><ul><ul><li>Flash and Javascript can’t be crawled </li></ul></ul><ul><ul><li>Short URLs </li></ul></ul><ul><li>Link building, reinforcing the keywords </li></ul>
  17. 18. SMM – Social Media Marketing <ul><li>Using social media sites to generate visibility </li></ul><ul><ul><li>Leverage the power of the “bored” </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Can be enormously viral/effective (and free) </li></ul></ul><ul><ul><li>Link structures (SEO) </li></ul></ul><ul><ul><li>People like social media content </li></ul></ul><ul><ul><li>Helps attract/keep people’s attention </li></ul></ul><ul><li>Challenges </li></ul><ul><ul><li>No recipe for success </li></ul></ul><ul><ul><li>Can go horribly wrong </li></ul></ul><ul><ul><li>The contribution exceeds the benefit (at first) </li></ul></ul><ul><ul><li>Posers get nothing </li></ul></ul>
  18. 19. SMM Advice <ul><li>Contribute </li></ul><ul><ul><li>Write interesting content frequently </li></ul></ul><ul><ul><li>Comment on other blogs </li></ul></ul><ul><ul><li>Be generous with links </li></ul></ul><ul><ul><li>Be authentic! </li></ul></ul><ul><li>Linkbait </li></ul><ul><ul><li>Content that people just naturally link to and share </li></ul></ul><ul><ul><ul><li>Funny </li></ul></ul></ul><ul><ul><ul><li>Useful </li></ul></ul></ul><ul><ul><ul><li>Controversial </li></ul></ul></ul><ul><li>Spend time on it. Put value into it. </li></ul>
  19. 20. Social Media Venues to Think About <ul><li>They’re very “clubby”. </li></ul><ul><li>Social networks (MySpace, Facebook) </li></ul><ul><li>Blog communities (MyBlogLog, BlogCatalog, etc.) </li></ul><ul><li>Microblogging (Twitter, Pownce, Jaiku, etc.) </li></ul><ul><li>Technorati </li></ul><ul><li>Social news (Digg, Reddit, etc.) </li></ul><ul><li>Social bookmarking (Del.icio.us, Faves, etc.) </li></ul><ul><li>Discovery services (StumbleUpon) </li></ul><ul><li>Forums </li></ul><ul><li>Directories </li></ul>
  20. 21. Conclusion <ul><li>Use search engine marketing to: </li></ul><ul><ul><li>Test your messaging </li></ul></ul><ul><ul><li>Optimize your creative, landing page conversion, funnel, etc. </li></ul></ul><ul><li>Use social media to reinforce your messaging </li></ul><ul><ul><li>SEO “link juice” </li></ul></ul><ul><ul><li>Just be authentic and contribute value </li></ul></ul><ul><ul><li>Develop a following </li></ul></ul><ul><ul><li>Keep at it </li></ul></ul><ul><li>Continue with SEM, optimizing for ROI </li></ul>
  21. 22. Jordan Mitchell <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://kickstand.typepad.com </li></ul>

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