Online Marketing And Economic Climate Presentation2


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Online Marketing And Economic Climate Presentation2

  1. 1. Online Marketing and the Current Economic Climate <br />
  2. 2. Topics<br />Marketing During Economic Downturn<br />Brief History of Online Marketing<br />Types of Online Marketing<br />Website Sales Optimization<br />Case Studies<br />About USA Web Solutions<br />
  3. 3. Marketing During Economic Downturn<br />
  4. 4. Marketing During Economic DownturnTo Market or Not to Market?<br />Response during recession<br /> What if you spend during recession?<br />Gain momentum and stance against <br /> your competition<br />*examples from The New Yorker Article, “Hanging Tough”.<br />
  5. 5. To Market or Not to Market?<br /> “The man who stops advertising to save money is like the man who stops the clock to save time.”<br />Thomas Jefferson<br />
  6. 6. Marketing During Economic DownturnTo Market or Not to Market?<br />Examples of products that launched during recessions:<br /><ul><li>Miracle Whip by Kraft in 1933
  7. 7. Transistor Radio by Texas Instruments in 1954
  8. 8. Ipod by Apple in 2001</li></ul>*examples from The New Yorker Article, “Hanging Tough”.<br />
  9. 9. Marketing During Economic DownturnTo Market or Not to Market?<br />Case Study<br />VS.<br />During the depression, Kellogg’s engaged in an aggressive marketed campaign; Post cut spending. <br />Today, Kellogg’s still dominates the cereal market. <br />*examples from The New Yorker Article, “Hanging Tough”.<br />
  10. 10. A Brief History of Online Marketing<br />
  11. 11. A Brief HistoryFrom Push to Pull Marketing<br /><ul><li>Push Marketing: Advertisements or Marketing Strategies that push your marketing materials onto your target market.
  12. 12. Examples: Emails, banner ads and pop-ups</li></li></ul><li>A Brief HistoryFrom Push to Pull Marketing<br /><ul><li>Pull Marketing: Targeting potential clients by what they are looking for.
  13. 13. Examples: PPL (pay per lead), Search Engine Marketing and Social Media Optimization.</li></li></ul><li>A Brief HistoryFrom Push to Pull Marketing<br />Banner Ads: Promote your company on other sites<br />Form of Push Marketing<br />The First Banner Ads Appear in 1994 for Zima and AT&T <br />HotWired: First web site to sell banner ads in large quantities <br />Typical dimensions 468 by 60<br />One of the first banner ads.<br />
  14. 14. A Brief HistoryFrom Push to Pull Marketing<br />Pop-ups: New windows open on sites with an ad<br />Form of Push Marketing<br />Possible because Netscape Communications Corp. created a “” function<br />Pop-Up blockers are created because people find Pop-ups annoying<br />Incorporate tools Opera was the first major browser to to block pop-up ads<br />
  15. 15. A Brief HistoryFrom Push to Pull Marketing<br />Search Engine Marketing: A form of pull marketing, both sponsored rankings (PPC) & organic rankings (SEO) allow search engine visitors to find your company when searching for relevant keywords. <br />Search Engines allow users to easily locate content, products, and services<br />Google AdWords launched in 2000<br />November 15, 2003 Google adds more semantic elements into its search product <br />
  16. 16. A Brief HistoryFrom Push to Pull Marketing<br />Social Media: The most popular social media sites are highly customizable and make sharing content easy. <br /> Time of Social Media Site Launches<br /><ul><li>1999- Live Journal
  17. 17. 2002- Friendster
  18. 18. 2003- MySpace, Hi5
  19. 19. 2004- Facebook
  20. 20. 2005- YouTube, Xanga,
  21. 21. Recent Sites: Twitter, Tumblr, SlideShare</li></li></ul><li>A Brief HistoryRecent Online Marketing Statistics<br />
  22. 22. A Brief HistoryRecent Online Marketing Statistics<br />2008 Online Marketing Budgets/Ad Percentages Allocated<br />
  23. 23. A Brief HistoryRecent Online Marketing Statistics<br />The next graph shows:<br /><ul><li> How senior marketing executives are spending their online budgets in 2009
  24. 24. 75% of those surveyed will increase their Social Media Budget
  25. 25. Over 75% of those surveyed will increase their Search Engine Marketing</li></li></ul><li>
  26. 26. Types of Online Marketing<br />
  27. 27. Search Engine Marketing<br />The 2 most effective forms of Search Engine Marketing (SEM) are:<br />Pay Per Click Advertising (PPC) <br />Search Engine Optimization (SEO)<br />Facts about SEM and your Customers<br />93% of all internet traffic is generated from Search Engines<br />Top 10 Positions receive 78% more traffic than those in positions 11-30<br />93% of global consumers use Search Engines to find websites<br />76.7% of Google users use the natural search links (organic, unpaid listings)<br />Source: Forrester Research, 2006<br />
  28. 28. Search Engine Optimization (SEO)<br />Organically ranks your website high on search results.<br />
  29. 29. Pay-Per-Click<br />
  30. 30. Search Engine Optimization (SEO)<br />Focuses on your most essential key words and phrases<br />Provides Established Search Presence<br />Requires consistency; results in few months<br />SEO is a process that requires on-site optimization, keyword-rich content, link building, and promotional activities. <br />Most cost-efficient in the long run<br />
  31. 31. Pay-Per-Click<br />Sponsored listings are the goal<br />Focus on a wide range of keywords<br />Generate immediate results<br />Link-building NOT required<br />Allows advanced geo-targeting<br />Allows you to customize the appearance of your listings on Search Engines<br />Generally more expensive than SEO, ranging from 5 cents per click to 20 dollars per click.<br />
  32. 32. The SEO Process<br />Off-Site<br />Promotions<br />(aka Link-Building)<br />Research <br />and <br />Analysis<br />On-site<br />Optimization<br />
  33. 33. Research and Analysis<br />Site Analysis<br />Competitor Analysis<br />Keyword Research<br />
  34. 34. Keyword Research<br />
  35. 35. On-site Optimization<br />Content Creation<br />Sitemap Creation and Optimization<br />URL, HTML, meta-content, and navigation optimization<br />Google Analytics<br />
  36. 36. Example of Onsite Optimization<br />
  37. 37. Sample Analytics Report<br />
  38. 38. Off-site Promotions (a.k.a. Link-Building)<br />Directories <br />Blogs <br />Articles <br />RSS-syndication<br />
  39. 39. Off-site Promotions (a.k.a. Link-Building)<br />Social<br />Media<br />
  40. 40. Off-site Promotions (a.k.a. Link-Building)<br />Video<br />Search<br />Optimization<br />
  41. 41. Off-site Promotions (a.k.a. Link-Building)<br />Online Press Releases<br />
  42. 42. The PPC Process<br />Campaign Setup<br />Keyword Research<br />Keywords Divided into Multiple Ad Groups<br />Conversion Code Setup<br />Landing Page Design and Optimization<br />Campaign Management<br />Ad Text Optimization<br />Click-Through Rate Optimization and Bid Management<br />Click Fraud Detection and Reporting<br />
  43. 43. PPC Data<br />
  44. 44. Social Media Optimization<br />All Social Media sites encourage interactions:<br />This is how SMO websites form communities<br />Users can post, comment, and share <br />The more people who actively use a site the more value the site has<br />
  45. 45. Social Media Translates to Dollars <br />Total Dollars Saved: $18,388,731<br />Total Groupons Bought: 366, 088<br />
  46. 46. Diagram of Social Media Sites<br />
  47. 47. Social Media Optimization<br />SMO can include:<br />RSS Feeds<br />Social Bookmarking <br />Video Optimization<br />Ad Development for Social Media networking sites<br />Optimized Event Listings<br />Integration with applications like Google Maps<br />Blogs and Profile setup and management <br />
  48. 48. Email Marketing<br /><ul><li> With the click of a button your e-mail can be sent regionally, nationally or globally.
  49. 49. Double opt-in email subscription lists insure that your emails won’t get marked as spam by email providers</li></li></ul><li>Email Marketing<br />Use Email Marketing to:<br /><ul><li> Announce a new product or service
  50. 50. Run a promotion or take customer surveys
  51. 51. Increase customer loyalty
  52. 52. Increase Brand Recognition</li></li></ul><li>Website Sales Optimization<br /> More Traffic does not always equal more Customers!<br />Website Sales Optimization:<br />Reduces Bounce Rate<br />Provides Visitor Click Pattern Analysis<br />Improves Usability & Stickiness<br />Adds Web Functions like Social Bookmarking<br />
  53. 53. Why Market Online?<br />Better Targeting and Tracking<br />Accommodates Marketing Budget of Different Size<br />Fastest way to introduce new products and services to market<br />Better Return On Investment (ROI)<br />Cost effective<br />
  54. 54. Case Studies<br />
  55. 55. USA Web Solutions: Success Stories<br />The International Business Forum (IBF): USA Web Solutions brought page one rankings on Google for the following keywords: business conferences, international business conferences and international business forum<br /> is ranked on page one of Google for the keywords sales jobs, sales jobs online, and several others.<br />Martin Awards is ranked on page one of Google for the keywords corporate awards, recognition awards, and plaque trophy awards.<br />
  56. 56. Page One Rankings (Partial List)<br />Key Phrases<br />Monthly Volume<br />Key Phrases<br />Monthly <br />Volume<br /><br />zone diet 110,000 <br />zone diet delivery 5,400 <br />zone diet food 3,600<br />zone diet menu 1,300<br /><br />sell my wedding dress 1,600<br />bridal consignment shops 1,000<br /><br />garage organization   33,100<br />garage stools 2,400<br />garage accessories 9,900<br /><br />Online boutique 18,100<br />online fashion boutique 6,600<br />online clothing boutique 1,600<br /><br />futon stores 9,900<br /><br />micro greens 6,600 <br />microgreens 2,900 <br />Microgreen 1,600<br /><br />crm application 6,600<br />
  57. 57. Page One Rankings (Partial List)<br /><br />conveyor equipment 2,900<br />conveyor lubricants 210<br />conveyor monitoring 210<br /><br />small business crm 9,900<br />crm on demand 3,600<br /><br />new jersey caterers 14,800<br />nj caterers 12,100<br />jersey caterers 5,400<br /> <br />minnesota investigator 1,000<br />minneapolis fraud 480<br />Monthly <br />Volume<br />Key Phrases<br /><br />fitness milwaukee wi 480<br />fitness center milwaukee 260<br />fitness brookfield wi 170<br />sports brookfield wisconsin 110<br />pool brookfield wi 91<br />racquetball milwaukee 73<br />fitness brookfield wisconsin 58<br />fitness glendale wi 58<br />Tennis brookfield wi 58<br />fitness mequon wi 46<br />fitness glendale wisconsin 22<br /><br />insurance training 40,500<br />insurance license training 880<br />
  58. 58. Yahoo Rankings (Partial List)<br />www.beaconindustrialservices.comindustrial cleaning nj industrial cleaning services industrial commercial cleaning factory cleaning machinery cleaning facility cleaning cooling tower cleaning sodium bicarbonate cleaning<br /> Italian specialties food Italian food guide gourmet sauces<br /> cottage style furniture antique dining room furniture<br /> sales careers careers in sales sales jobs<br /> sell my wedding dress sell your wedding dress bridal consignment shops<br /> conveyor lubrication conveyor lubrication systems conveyor lubrication equipment conveyor monitoring conveyor monitor conveyor components<br />
  59. 59. About USA Web Solutions<br />
  60. 60. Was founded in 1999<br />Has a global portfolio of clients across all verticals<br />Developed patent-pending software<br />Produces award winning e-commerce solutions<br />
  61. 61. Services<br />Online Marketing<br />SEO<br />PPC<br />SMO<br />Website Sales Optimization<br />E-mail Marketing<br />Online Affiliate Management<br />Web Solutions<br />Custom Web Application Development<br />On Demand CRM & Application Solutions<br />Software Helpdesk & Support<br />Website Design<br />Website Maintenance<br />
  62. 62. Some of Our Clients<br />IRMT<br />
  63. 63. Contact Information<br />Raz K. Choudhury<br />Founder and CEO<br /><br />800-5576-WEB Ext. 704 <br />Zach Brewer<br />Search Engine Marketing Specialist<br /><br />800-557-6932 x703 <br />Jessica Rothenberg<br />Online Marketing and Design Management<br /><br />800-5576-WEB Ext. 705<br />