Search Marketing Summit, India, John Barron Marketing mix 4

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Search Marketing Summit, India, John Barron Marketing mix 4

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Search Marketing Summit, India, John Barron Marketing mix 4

  1. 1. IN-HOUSE SEARCH MARKETING MIX AND BUDGET ISSUES <ul><li>By John Barron and Ian McAnerin </li></ul>
  2. 2. PPC vs. SEO <ul><li>According to a new study by Engine Ready, based on traffic to 26 e-retail sites in a 12-month period that ended June 30, visitors who arrive at a retailer's site from paid search ads are 50% more likely to buy than those who come from clicking on a natural search link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, according to the study as reported by Internet Retailer. </li></ul>
  3. 4. Old vs. New vs. Very New <ul><li>Old Way of Consuming Media </li></ul><ul><ul><ul><li>Print (newspaper, radio, brochures, outdoor) </li></ul></ul></ul><ul><ul><ul><li>Television (broadcast tv) </li></ul></ul></ul><ul><ul><ul><li>Radio </li></ul></ul></ul><ul><li>New Way of Consuming Media </li></ul><ul><ul><ul><li>All of the above plus: </li></ul></ul></ul><ul><ul><ul><li>Websites (content sites, search engines) </li></ul></ul></ul><ul><ul><ul><li>Cable </li></ul></ul></ul>A Quick Picture
  4. 5. Old vs. New vs. Very New <ul><li>New, New Way </li></ul><ul><ul><ul><li>All of the above, plus </li></ul></ul></ul><ul><ul><ul><li>Online video </li></ul></ul></ul><ul><ul><ul><li>Mobil/tablets </li></ul></ul></ul><ul><ul><ul><li>Alternative online networks (FB) </li></ul></ul></ul><ul><ul><ul><li>Digital printing </li></ul></ul></ul><ul><ul><ul><li>Digital radio </li></ul></ul></ul><ul><li>Amount of Hours Added To Day? </li></ul><ul><ul><ul><li>0 </li></ul></ul></ul><ul><ul><ul><li>Websites (content sites, search engines) </li></ul></ul></ul><ul><li>New, New Way </li></ul>A Quick Picture
  5. 6. Marketing Steps <ul><li>Ask The Right Questions </li></ul><ul><li>Who Is Your Market </li></ul><ul><ul><ul><li>Demographics/psychographics </li></ul></ul></ul><ul><ul><ul><li>Where do they consume content content (where do they live?) </li></ul></ul></ul><ul><ul><ul><ul><li>Offline vs. online </li></ul></ul></ul></ul><ul><ul><ul><li>What are the trends? </li></ul></ul></ul><ul><ul><ul><ul><li>Phone directories vs. local search </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Newspaper vs. display networks </li></ul></ul></ul></ul>Essential Tasks
  6. 7. Marketing Steps <ul><li>Where Do You Find Answers </li></ul><ul><ul><ul><li>Research Companies (TNS India, Kadence) </li></ul></ul></ul><ul><ul><ul><li>Competitors (not always right) </li></ul></ul></ul><ul><ul><ul><li>Customers </li></ul></ul></ul><ul><ul><ul><ul><li>Personal interviews </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online surveys </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Facebook </li></ul></ul></ul></ul>Essential Tasks
  7. 8. Marketing Steps <ul><li>What Are Your Objectives? </li></ul><ul><ul><ul><li>This is not “make more money” </li></ul></ul></ul><ul><ul><ul><li>Find the easiest path </li></ul></ul></ul><ul><ul><ul><ul><li>New markets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase average sale </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase conversion rates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Launch new products or locations </li></ul></ul></ul></ul>Essential Tasks
  8. 9. Implementation <ul><li>Establish Goals </li></ul><ul><ul><ul><li>You already have the plan </li></ul></ul></ul><ul><ul><ul><li>ROI/share of voice </li></ul></ul></ul><ul><ul><ul><li>Build in your kpi’s, analytics </li></ul></ul></ul><ul><ul><ul><li>IPMomentum </li></ul></ul></ul><ul><li>The Unexpected </li></ul><ul><ul><ul><li>Conklyns in DC moves to Baltimore </li></ul></ul></ul><ul><ul><ul><li>300%-400% ROI in DC </li></ul></ul></ul><ul><ul><ul><li>50%-100% ROI in Baltimore </li></ul></ul></ul>Budget
  9. 10. Summary <ul><li>Who Is Your Market? </li></ul><ul><li>What Are Your Objectives? </li></ul><ul><li>Plan Your Budget and Projections </li></ul><ul><li>Implement </li></ul><ul><li>Monitor and Adjust </li></ul>Recap
  10. 11. Some Industries <ul><li>Online Retail </li></ul><ul><ul><li>All online </li></ul></ul><ul><ul><li>Branding still required </li></ul></ul><ul><li>Real Estate </li></ul><ul><ul><li>Local pushes destination </li></ul></ul><ul><ul><li>National pushes service </li></ul></ul><ul><li>Law Firms and Insurance </li></ul><ul><li>Tourism </li></ul><ul><li>Plan Your Budget and Projections </li></ul><ul><li>Make The Pitch, Implement? </li></ul><ul><li>Monitor and Adjust </li></ul><ul><li>General </li></ul><ul><ul><li>Online retail </li></ul></ul><ul><ul><li>Local or National Real Estate </li></ul></ul>Food For Thought

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