Internet Marketing Beyond SEO and PPC


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  • Internet Marketing Beyond SEO and PPC

    1. 1. Internet Marketing Beyond SEO and PPC November 13, 2007
    2. 2. Uniqueness English noun The state or quality of being unique or one-of-a-kind. From Wiktionary What is your Story?
    3. 3. How big is Internet Marketing <ul><li>First 6 months revenue for 2007 = $10 B </li></ul><ul><li>Projections </li></ul><ul><li>Search marketing will triple in 5 years </li></ul><ul><li>Display advertising will reach $14B by 2012 </li></ul><ul><li>Email projected to be above $4B by 2012 </li></ul><ul><li>Video ad spending will be $7.1B by 2012 </li></ul><ul><li>Social media to $10B by 2012 </li></ul><ul><li>Mobile marketing $2.8B by 2012 </li></ul>
    4. 4. <ul><li>Interactive marketing still lags far behind consumer behavior: </li></ul><ul><ul><li>8 in 10 Americans are online </li></ul></ul><ul><ul><li>Usage nearly parallel to that of television </li></ul></ul><ul><ul><li>Marketers currently only allocate 5-10% of their budget for digital media </li></ul></ul><ul><ul><li>Recent survey reveals that less than 25% of marketers said they were “digitally savvy” </li></ul></ul>
    5. 5. <ul><li>How are you found? </li></ul>69% Guess or Search
    6. 6. Top 3 AdWords Next tier AdWords Organic Search
    7. 7. Search Engine Optimization (SEO) is the process of making your website content more search engine friendly in an effort to increase the search results ranking.
    8. 8. <ul><li>Why to consider SEO? </li></ul><ul><ul><li>75% of active online population uses search engines. </li></ul></ul><ul><ul><li>97% of Google searchers don’t click past 3 pages. </li></ul></ul><ul><ul><li>Study done by Oneupweb found: </li></ul></ul><ul><ul><ul><li>First is BEST </li></ul></ul></ul><ul><ul><ul><li>First Month site reached 2 nd or 3 rd page – traffic increased 500%. </li></ul></ul></ul><ul><ul><ul><li>Number of unique visitors tripled between page one and two. </li></ul></ul></ul><ul><ul><ul><li>Unique visitors tripled again in the second month. </li></ul></ul></ul><ul><ul><ul><li>Sales – 42% increased in first month on page one. </li></ul></ul></ul><ul><ul><ul><li>Almost double that in the second month. </li></ul></ul></ul><ul><li>It is critical to do whatever you can to maximize your search engine ranking even though it is not an exact science. </li></ul>
    9. 9. <ul><li>What’s “HOT” Now? </li></ul><ul><li>Blogging </li></ul><ul><li>12M readers over 18 </li></ul><ul><li>64% of blogs abandoned each month </li></ul><ul><li>40% online read a blog last month </li></ul><ul><li>60% of readers are men </li></ul><ul><li>Average income of $60,000 </li></ul><ul><li>The Reasons to Blog </li></ul><ul><li>Increase awareness of your business, products, services </li></ul><ul><li>Touch a whole new customer base </li></ul><ul><li>Establish yourself as the expert in the field </li></ul><ul><li>Respond to world events “now” </li></ul><ul><li>Increases optimization </li></ul>
    10. 11. <ul><li>Hotter still? </li></ul><ul><li>Video </li></ul><ul><li>Broadband availability has made this hot </li></ul><ul><li>Video being included in </li></ul><ul><ul><li>search results makes this </li></ul></ul><ul><ul><li>particularly appealing </li></ul></ul><ul><li>Tell your story in 30 seconds </li></ul><ul><ul><li>instead of clicks </li></ul></ul>
    11. 14. <ul><li>Increase your footprint on the Internet: </li></ul><ul><ul><li>Optimized Press Releases </li></ul></ul><ul><ul><li>Article distribution </li></ul></ul><ul><ul><li>Social networking sites </li></ul></ul><ul><ul><li>Social bookmarking sites </li></ul></ul><ul><ul><li>Viral video </li></ul></ul><ul><ul><li>Sponsored content </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>
    12. 17. Social Networking
    13. 18. <ul><li>MySpace </li></ul><ul><ul><li>Two years ago bought by Rupert Murdoch for $580M </li></ul></ul><ul><ul><li>200M registered profiles </li></ul></ul><ul><ul><li>100M unique users per month </li></ul></ul><ul><ul><li>Revenues for 2007 estimated at $1B </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Registering 150,000 new users per day </li></ul></ul><ul><ul><li>2007 revenues estimated at $150M </li></ul></ul><ul><ul><li>5% of Facebook purchased for $740M – values the company at $15B </li></ul></ul><ul><li>Thoughts </li></ul><ul><ul><li>Might be a bigger push into your own social network </li></ul></ul><ul><ul><li>WILD, WILD WEST </li></ul></ul>
    14. 21. <ul><li>Mobile Marketing </li></ul><ul><li>A lot of money is being funneled into mobile marketing </li></ul><ul><li>Style sheets, ring tones, games </li></ul><ul><li>Mobile video </li></ul><ul><li>Need a format winner </li></ul><ul><li>Increasingly use of online and mobile together </li></ul><ul><li>Is your site formatted for mobile? </li></ul><ul><li>Content specific for the medium </li></ul>
    15. 22. <ul><li>Google Unveils Mobile Vision; An Open Platform Named Android </li></ul><ul><li>by Mark Walsh, Tuesday, Nov 6, 2007 6:00 AM </li></ul><ul><li>HOPING TO SPUR THE GROWTH of the mobile industry as it did the Internet, Google </li></ul><ul><li>on Monday announced the launch of a new mobile software platform aimed at opening </li></ul><ul><li>up and simplifying the creation of applications and services for the cell phone. As part </li></ul><ul><li>of the initiative, Google has forged a broad alliance with more than 30 mobile operators </li></ul><ul><li>and handset manufacturers including Sprint, T-Mobile and Motorola to build new devices </li></ul><ul><li>and technologies that run on Google's Android mobile platform. Noticeably absent from </li></ul><ul><li>the newly formed Open Handset Alliance were major wireless players including Verizon </li></ul><ul><li>Wireless, AT&T and Apple………. </li></ul><ul><li>“ While the full implications of the deal are not yet clear, it will make Google a powerful player in the mobile realm as well as in the PC-based Internet world, they say.” </li></ul>
    16. 23. <ul><li>The Paradigm Shift </li></ul><ul><li>Traditional marketing is a monologue </li></ul><ul><li>Mistake in trying to use online tools the same way </li></ul><ul><li>Internet media enables 2 way communication </li></ul><ul><li>The main concept isn’t awareness it should be engagement </li></ul><ul><ul><li>Engagement means getting the prospect involved with your company </li></ul></ul><ul><ul><li>Create a memorable relationship </li></ul></ul><ul><ul><li>Engage your customers they might have applications you never thought of – encourage their input. </li></ul></ul>
    17. 24. Questions! Rick Simmons 267-626-9094 [email_address]