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Search Engine Domination | Rajeev Bala, Media Contacts | iStrategy Singapore 2010

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Search Engine Domination. Presented by Rajeev Bala, MD for Southeast Asia and India for Media Contacts during iStrategy Singapore 2010.

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Search Engine Domination | Rajeev Bala, Media Contacts | iStrategy Singapore 2010

  1. 1. SEARCH ENGINEDOMINATION
  2. 2. 1People still navigate the web through Google (and Youtube)
  3. 3. 2 Google is a printer.It prints pages and brands appear on these pages
  4. 4. 3 Search is not just atransactional media...
  5. 5. 2 Google is a printer.It prints pages and brands appear on these pagesSearch Engine Result Pages are the most valuable advertising real estate for Brands.
  6. 6. % Lift in Likelihood of Repeat Visit Organic 42% Paid 53% Both 95%
  7. 7. Lift in Likelihood of PurchaseOrganic 25% Paid 44% Both 73%
  8. 8. Organic listings are moreimportant than paid listings
  9. 9. % of Clicks on a SERP Paid 10% Organic 90%
  10. 10. Game of Asymmetric Returns 42 #1 12 8 6 5 #2 #3 #4 #5
  11. 11. Paid Search is easy;How do we get present on the Organic Listings ?
  12. 12. Objective KILL MAIM DOMINATE
  13. 13. Google Domination QuotientShare of Earned Voice on Target Keywords x Domination Factor
  14. 14. What Universal Search means for Marketers
  15. 15. Dominating the World One SERP at a time
  16. 16. Objective Achieve maximumpresence in a focussed set of intent states.
  17. 17. Strategy Create and Disseminatecontent to various parts ofthe web and hope for the best
  18. 18. Client focused on using all marketing collateral todrive search query volume
  19. 19. Sophisticated and costeffective marketing on Web 2.0 repositories as well
  20. 20. Case Study
  21. 21. The PPT was promoted as Toppresentation of the day for 5 days and in featured section for 25 days.
  22. 22. $7000 Total Cost32,614 $1.62 $0.20 Views Cost Per Download Cost Per View
  23. 23. 5 ways to build / distributeDigital Persuasion Assets for your search domination strategy
  24. 24. 1Plain old Article Marketing
  25. 25. 2Infographic Content Marketing
  26. 26. 3Slideshare
  27. 27. 4Technology Driven Creative
  28. 28. 5Video MarketingAnimation / WhiteboardingVideo Co-content Creation

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