SlideShare a Scribd company logo
1 of 36
Download to read offline
 Copyright by Debra Zahay 2013
Search = Branding =
Strategy
Dr. Debra Zahay @zahay
Full Professor of Marketing at Aurora University
and President, Zahay, Inc.
Stukent Webinar Series
 Copyright by Debra Zahay 2013
Agenda
• Who am I?
• What is digital marketing?
• The changing face of branding/purchasing is changing.
• How the simulation reflects reality.
• A Practical Blueprint for Keyword Strategies to
implement your company strategy.
 Copyright by Debra Zahay 2013
I followed my questions to
Academia
Information
Systems
Sales/Marketing
/Databases
IMC &
More Databases
????
Ph.D.
 Copyright by Debra Zahay 2013
Over 700 Article Citations
Co-Author: Leading Intern Textbook
 Copyright by Debra Zahay 2013
Editor: Journal of Research in
Interactive Marketing
 Copyright by Debra Zahay 2013
Co-Author: Leading Internet
Marketing Textbook
 Copyright by Debra Zahay 2013
Forthcoming: Business
Experts Press, Digital
Marketing Management
 Copyright by Debra Zahay 2013
Forthcoming:
Zahay, Roberts
 Copyright by Debra Zahay 2013
Also Forthcoming …..
Spiller and Zahay, Eds.
 Copyright by Debra Zahay 2013
Teaching Portfolio
• Undergraduate Digital Marketing Minor
• Internet Marketing (Stukent SIM), Adwords
• Social Media Marketing, Hootsuite, Google analytics
• IMC
• Graduate Master of Science in Digital Marketing and
Analytics
• Digital Marketing (Stukent SIM)
• Database Marketing and Analytics (SPSS/Modeler)
• Data Mining and Visualization (SPSS/Tableau)
 Copyright by Debra Zahay 2013
Figure 1.2
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer
Response
 Copyright by Debra Zahay 2013
Digital marketing can be
defined as:
Using any digital technology to
facilitate the marketing
process, with the end goal to
facilitate customer interaction
and engagement
 Copyright by Debra Zahay 2013
Digital Marketing is
the Responsibility of
the Executive Suite
 Copyright by Debra Zahay 2013
Set objectives for cross-
channels
Web
Objectives
Email
Search
Social
Mobile
 Copyright by Debra Zahay 2013
How the simulation mirrors
reality
Web
Objectives
Email
Paid
Search
Organic
Search
 Copyright by Debra Zahay 2013
The Customer Lifecycle supports our
mission (Thanks Dr. Charlotte Mason)
Attract & Acquire:
Search, Website, Social
Media
Retain & Engage: Campaign management,
CRM Systems, Email, Customer Experience
Target
Market
Prospect
Responder
Responder
New
Customer
Voluntary
Leaver
Forced
Leaver?
Former
Customer
Winback
PotentialCustomers
High
Potential
High
Value
Low
Value
Retained or
repeat customer
Lead
nurturing,
Demand
generation
 Copyright by Debra Zahay 2013
Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Rankings
Search and Branding are
Interwoven
 Copyright by Debra Zahay 2013
To succeed in search
marketing, your brand,
your products and your
company must be
known.
 Copyright by Debra Zahay 2013
You must also have a
point of difference that
can be conveyed easily.
 Copyright by Debra Zahay 2013
The Buying Process Begins
with Search
• 78% of buyers of B2B products begin process via a search
engine
• 93% of consumers begin their process with search
• Good web design aids search
 Copyright by Debra Zahay 2013
Problem /
Need
Awareness Consideration Purchase
Post
Purchase
Experience
Loyalty / Re-
purchase
Traditional Purchase Journey
Thanks to Steve Susina from LyonsCG
 Copyright by Debra Zahay 2013
The New Purchase Process
Contact
Salesperson/Go
online
Compare
Vendors
Conduct
Research
 Copyright by Debra Zahay 2013
Age of ConsumerEmpowerment
• Much of the buying process takes place before the
first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina
Purchase Journey Today
 Copyright by Debra Zahay 2013
“Influence of Online Research Over Purchase
Decisions Expanding Beyond Big Ticket Items”
-- Radius GMR, 5/2013
Consumers want the Facts in All Areas,
including B2B
 Copyright by Debra Zahay 2013
The Sales Funnel Has Changed
 Copyright by Debra Zahay 2013
Search = Strategy
=Branding
 Copyright by Debra Zahay 2013
To THE TARGET MARKET, Our
Company Name is the
PRODUCT CATEGORY that
POINT OF DIFFRENCE
 Copyright by Debra Zahay 2013
Practical Tips
• Develop a list of what makes your company unique.
• Write down how you deliver value.
• Using Google Trends and the keywordtool.io, if available,
develop a list of keywords that might relate to your company
and/or your brand value. Focus on customer INTENT.
• Make list of your broad marketing objectives using “Attract,
Acquire, Retain, Engage.”
• Group the keywords above into categories that might relate to
specific objectives.
• Develop a list of website/mobile site goals according to these
broad objectives; In this case be specific, i.e., “Customers
should come to the site to register.”
 Copyright by Debra Zahay 2013
Example
• We have the largest selection of Android tablet computers.
• We wish to attract customers to our website.
• Let’s develop a list of keywords.
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
New Example
• New Point of Difference: Our site can help compare tablets.
• Broad Objective: We wish to ATTRACT customers to our
website.
• “android table tvs. Ipad” and similar terms look good.
• Goals: Encourage them to register for our email newsletter,
download a comparative whitepaper.
 Copyright by Debra Zahay 2013
A Word about Email
• Still widely used
• The unsung engine of Internet Marketing
• How we develop relationships
• Click through rates between 2-5%
 Copyright by Debra Zahay 2013
Summary
• Digital marketing means using digital technology to
create engagement.
• Customers want to engage online.
• The simulation reflects the trends in digital marketing.
• Define your strategy, use keywords to reinforce on your
website to optimize paid and organic search.
 Copyright by Debra Zahay 2013
Questions?
 Copyright by Debra Zahay 2013
Contact information
• Dr. Debra Zahay-Blatz
• http://www.zahay.com
• dzahayblatz@aurora.edu
• @zahay
• THE BLOG: datadrivendigitalmarketing.blogspot.com
• The G+ Community Internet Marketing

More Related Content

What's hot

Core Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingCore Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingStukent Inc.
 
Optimize the Most Important Pages on Your Website
Optimize the Most Important Pages on Your WebsiteOptimize the Most Important Pages on Your Website
Optimize the Most Important Pages on Your WebsiteHall_
 
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...Darmini Kara
 
Planning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing StrategyPlanning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing StrategyAnvil Media, Inc.
 
How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13HubSpot
 
eMail Marketion Tips & Tactics - Online Retailer Conference 2015
eMail Marketion Tips & Tactics - Online Retailer Conference 2015eMail Marketion Tips & Tactics - Online Retailer Conference 2015
eMail Marketion Tips & Tactics - Online Retailer Conference 2015Pieter S Verasdonck
 
Customer Acquisition: Growth marketing for startups
Customer Acquisition: Growth marketing for startupsCustomer Acquisition: Growth marketing for startups
Customer Acquisition: Growth marketing for startupsChris Schultz
 
Ori Lavie - Dynamic Yield (All Things Data 2015)
Ori Lavie - Dynamic Yield (All Things Data 2015)Ori Lavie - Dynamic Yield (All Things Data 2015)
Ori Lavie - Dynamic Yield (All Things Data 2015)Shuki Mann
 
Tricks My Facebook Support Guy Forgot to Tell
Tricks My Facebook Support Guy Forgot to TellTricks My Facebook Support Guy Forgot to Tell
Tricks My Facebook Support Guy Forgot to TellAffiliate Summit
 
EEA Survery Results on Internet Marketing Social Media
EEA Survery Results on Internet Marketing Social MediaEEA Survery Results on Internet Marketing Social Media
EEA Survery Results on Internet Marketing Social MediaGwyneth Iredale
 
Growth Hacking in 2016: How to Acquire Users at Low Price
Growth Hacking in 2016: How to Acquire Users at Low PriceGrowth Hacking in 2016: How to Acquire Users at Low Price
Growth Hacking in 2016: How to Acquire Users at Low PriceDigital Vidya
 
Create your 2022 marketing plan.pptx
Create your 2022 marketing plan.pptxCreate your 2022 marketing plan.pptx
Create your 2022 marketing plan.pptxClaire Akin, MBA
 
How to create cornerstone content that drives traffic to your website
How to create cornerstone content that drives traffic to your websiteHow to create cornerstone content that drives traffic to your website
How to create cornerstone content that drives traffic to your websiteTechmagnate
 
Skoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti
 
Post-Click Marketing: Taking Landing Page Optimization Out of the Weeds
Post-Click Marketing: Taking Landing Page Optimization Out of the WeedsPost-Click Marketing: Taking Landing Page Optimization Out of the Weeds
Post-Click Marketing: Taking Landing Page Optimization Out of the Weedsion interactive
 
Under the hood of Google Analytics
Under the hood of Google AnalyticsUnder the hood of Google Analytics
Under the hood of Google AnalyticsMayeCreate Design
 

What's hot (20)

Core Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingCore Concepts of Paid Search Marketing
Core Concepts of Paid Search Marketing
 
Optimize the Most Important Pages on Your Website
Optimize the Most Important Pages on Your WebsiteOptimize the Most Important Pages on Your Website
Optimize the Most Important Pages on Your Website
 
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...
Masters of Marketing -- Combining Paid Search and SEO in Your Agency Marketin...
 
Planning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing StrategyPlanning Your 2014 Digital Marketing Strategy
Planning Your 2014 Digital Marketing Strategy
 
How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13How to Make a Killer Landing Page #INBOUND13
How to Make a Killer Landing Page #INBOUND13
 
Online Advertising
Online AdvertisingOnline Advertising
Online Advertising
 
eMail Marketion Tips & Tactics - Online Retailer Conference 2015
eMail Marketion Tips & Tactics - Online Retailer Conference 2015eMail Marketion Tips & Tactics - Online Retailer Conference 2015
eMail Marketion Tips & Tactics - Online Retailer Conference 2015
 
Customer Acquisition: Growth marketing for startups
Customer Acquisition: Growth marketing for startupsCustomer Acquisition: Growth marketing for startups
Customer Acquisition: Growth marketing for startups
 
Ori Lavie - Dynamic Yield (All Things Data 2015)
Ori Lavie - Dynamic Yield (All Things Data 2015)Ori Lavie - Dynamic Yield (All Things Data 2015)
Ori Lavie - Dynamic Yield (All Things Data 2015)
 
The Top 4 Frustrations Around Google Reviews
The Top 4 Frustrations Around Google ReviewsThe Top 4 Frustrations Around Google Reviews
The Top 4 Frustrations Around Google Reviews
 
Tricks My Facebook Support Guy Forgot to Tell
Tricks My Facebook Support Guy Forgot to TellTricks My Facebook Support Guy Forgot to Tell
Tricks My Facebook Support Guy Forgot to Tell
 
EEA Survery Results on Internet Marketing Social Media
EEA Survery Results on Internet Marketing Social MediaEEA Survery Results on Internet Marketing Social Media
EEA Survery Results on Internet Marketing Social Media
 
Growth Hacking in 2016: How to Acquire Users at Low Price
Growth Hacking in 2016: How to Acquire Users at Low PriceGrowth Hacking in 2016: How to Acquire Users at Low Price
Growth Hacking in 2016: How to Acquire Users at Low Price
 
Create your 2022 marketing plan.pptx
Create your 2022 marketing plan.pptxCreate your 2022 marketing plan.pptx
Create your 2022 marketing plan.pptx
 
How to create cornerstone content that drives traffic to your website
How to create cornerstone content that drives traffic to your websiteHow to create cornerstone content that drives traffic to your website
How to create cornerstone content that drives traffic to your website
 
What Can you do with your Website
What Can you do with your WebsiteWhat Can you do with your Website
What Can you do with your Website
 
Skoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound Marketing
 
Post-Click Marketing: Taking Landing Page Optimization Out of the Weeds
Post-Click Marketing: Taking Landing Page Optimization Out of the WeedsPost-Click Marketing: Taking Landing Page Optimization Out of the Weeds
Post-Click Marketing: Taking Landing Page Optimization Out of the Weeds
 
9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]
9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]
9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]
 
Under the hood of Google Analytics
Under the hood of Google AnalyticsUnder the hood of Google Analytics
Under the hood of Google Analytics
 

Similar to Branding and Search Strategy Optimization

B2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeB2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeSt. Edward's University
 
Digital Marketing Trends 2016 Small Business Festival
Digital Marketing Trends  2016 Small Business FestivalDigital Marketing Trends  2016 Small Business Festival
Digital Marketing Trends 2016 Small Business FestivalSt. Edward's University
 
Top Five Trends in Digital Marketing for 2015 and How to Profit from Them
Top Five Trends in Digital Marketing for 2015 and How to Profit from ThemTop Five Trends in Digital Marketing for 2015 and How to Profit from Them
Top Five Trends in Digital Marketing for 2015 and How to Profit from ThemSt. Edward's University
 
How Sales Enablement is Supporting Social Selling in 2022
How Sales Enablement is Supporting Social Selling in 2022How Sales Enablement is Supporting Social Selling in 2022
How Sales Enablement is Supporting Social Selling in 2022Aggregage
 
Grow Your Business with Email and Social Media
Grow Your Business with Email and Social MediaGrow Your Business with Email and Social Media
Grow Your Business with Email and Social MediaVanessa CEO
 
Internet Marketing 101: Social Media Basics
Internet Marketing 101: Social Media BasicsInternet Marketing 101: Social Media Basics
Internet Marketing 101: Social Media BasicsWhole Brain Group, LLC
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon BusinessSara Martin
 
Drive more Engagement through Online and Social Media Execution
Drive more Engagement through Online and Social Media ExecutionDrive more Engagement through Online and Social Media Execution
Drive more Engagement through Online and Social Media ExecutionEMC
 
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechDigital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechJulie Cabinaw
 
Evolving Customer Experience Management through Social
Evolving Customer Experience Management through SocialEvolving Customer Experience Management through Social
Evolving Customer Experience Management through SocialRob Howard
 
Extending Your Reach
Extending Your ReachExtending Your Reach
Extending Your ReachJon Payne
 
Kỹ năng bán hàng cùng Google adwords - p1, Xây Dựng
Kỹ năng bán hàng cùng Google adwords - p1, Xây DựngKỹ năng bán hàng cùng Google adwords - p1, Xây Dựng
Kỹ năng bán hàng cùng Google adwords - p1, Xây DựngTường Đặng
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionLesley Robinson
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionGrowth Hacking Asia
 
Online Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your CustomersOnline Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your CustomersRadhakrishnan KG
 

Similar to Branding and Search Strategy Optimization (20)

Search=Strategy=Branding
Search=Strategy=BrandingSearch=Strategy=Branding
Search=Strategy=Branding
 
B2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeB2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital Age
 
Digital Marketing Trends 2016 Small Business Festival
Digital Marketing Trends  2016 Small Business FestivalDigital Marketing Trends  2016 Small Business Festival
Digital Marketing Trends 2016 Small Business Festival
 
Top Five Trends in Digital Marketing for 2015 and How to Profit from Them
Top Five Trends in Digital Marketing for 2015 and How to Profit from ThemTop Five Trends in Digital Marketing for 2015 and How to Profit from Them
Top Five Trends in Digital Marketing for 2015 and How to Profit from Them
 
Social media pdf
Social media pdfSocial media pdf
Social media pdf
 
How Sales Enablement is Supporting Social Selling in 2022
How Sales Enablement is Supporting Social Selling in 2022How Sales Enablement is Supporting Social Selling in 2022
How Sales Enablement is Supporting Social Selling in 2022
 
Grow Your Business with Email and Social Media
Grow Your Business with Email and Social MediaGrow Your Business with Email and Social Media
Grow Your Business with Email and Social Media
 
Internet Marketing 101: Social Media Basics
Internet Marketing 101: Social Media BasicsInternet Marketing 101: Social Media Basics
Internet Marketing 101: Social Media Basics
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 
Content Revolution: Creating Genuine Connections through Brand Listening to G...
Content Revolution: Creating Genuine Connections through Brand Listening to G...Content Revolution: Creating Genuine Connections through Brand Listening to G...
Content Revolution: Creating Genuine Connections through Brand Listening to G...
 
Drive more Engagement through Online and Social Media Execution
Drive more Engagement through Online and Social Media ExecutionDrive more Engagement through Online and Social Media Execution
Drive more Engagement through Online and Social Media Execution
 
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top TechDigital Marketing: What Direct Selling Companies Can Learn from Top Tech
Digital Marketing: What Direct Selling Companies Can Learn from Top Tech
 
A Multichannel Analytics Roadmap
A Multichannel Analytics RoadmapA Multichannel Analytics Roadmap
A Multichannel Analytics Roadmap
 
Evolving Customer Experience Management through Social
Evolving Customer Experience Management through SocialEvolving Customer Experience Management through Social
Evolving Customer Experience Management through Social
 
Extending Your Reach
Extending Your ReachExtending Your Reach
Extending Your Reach
 
Kỹ năng bán hàng cùng Google adwords - p1, Xây Dựng
Kỹ năng bán hàng cùng Google adwords - p1, Xây DựngKỹ năng bán hàng cùng Google adwords - p1, Xây Dựng
Kỹ năng bán hàng cùng Google adwords - p1, Xây Dựng
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 
Online Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your CustomersOnline Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your Customers
 
Session 3 Yean Cheong
Session 3   Yean CheongSession 3   Yean Cheong
Session 3 Yean Cheong
 

More from Stukent Inc.

12 Things to Ask a Website Designer
12 Things to Ask a Website Designer12 Things to Ask a Website Designer
12 Things to Ask a Website DesignerStukent Inc.
 
Social Listening Is No Longer an Option - Christina Garnett
Social Listening Is No Longer an Option - Christina GarnettSocial Listening Is No Longer an Option - Christina Garnett
Social Listening Is No Longer an Option - Christina GarnettStukent Inc.
 
Van Oakes - How to Run a Successful Giveaway Campaign
Van Oakes - How to Run a Successful Giveaway CampaignVan Oakes - How to Run a Successful Giveaway Campaign
Van Oakes - How to Run a Successful Giveaway CampaignStukent Inc.
 
Eight Elements of a PR Plan - Joesph clarkson
Eight Elements of a PR Plan - Joesph clarkson  Eight Elements of a PR Plan - Joesph clarkson
Eight Elements of a PR Plan - Joesph clarkson Stukent Inc.
 
How to intergrate instagram stories into your marketing
How to intergrate instagram stories into your marketing How to intergrate instagram stories into your marketing
How to intergrate instagram stories into your marketing Stukent Inc.
 
Event marketing 101
Event marketing 101Event marketing 101
Event marketing 101Stukent Inc.
 
Modern Marketing Principles and Video Case Studies
Modern Marketing Principles and Video Case StudiesModern Marketing Principles and Video Case Studies
Modern Marketing Principles and Video Case StudiesStukent Inc.
 
How to teach a blended digital marketing course with real world practitioner ...
How to teach a blended digital marketing course with real world practitioner ...How to teach a blended digital marketing course with real world practitioner ...
How to teach a blended digital marketing course with real world practitioner ...Stukent Inc.
 
5 In-Class Projects to Drive Student Engagement
5 In-Class Projects to Drive Student Engagement5 In-Class Projects to Drive Student Engagement
5 In-Class Projects to Drive Student EngagementStukent Inc.
 
How to Teach the Facebook Pixel to Students Effectively and Efficiently
How to Teach the Facebook Pixel to Students Effectively and EfficientlyHow to Teach the Facebook Pixel to Students Effectively and Efficiently
How to Teach the Facebook Pixel to Students Effectively and EfficientlyStukent Inc.
 
AI Marketing: What Instructors Need to Know for the Classroom in 2019
AI Marketing: What Instructors Need to Know for the Classroom in 2019AI Marketing: What Instructors Need to Know for the Classroom in 2019
AI Marketing: What Instructors Need to Know for the Classroom in 2019Stukent Inc.
 
The Marketers guide to creating Pinterest Content That Works
The Marketers guide to creating Pinterest Content That WorksThe Marketers guide to creating Pinterest Content That Works
The Marketers guide to creating Pinterest Content That WorksStukent Inc.
 
4 quick tips to grow your Pinterest traffic
4 quick tips to grow your Pinterest traffic4 quick tips to grow your Pinterest traffic
4 quick tips to grow your Pinterest trafficStukent Inc.
 
Pinterest Marketing for Beginners
Pinterest Marketing for BeginnersPinterest Marketing for Beginners
Pinterest Marketing for BeginnersStukent Inc.
 
Consumer Behavior: A Marketer's Look Into the Consumer Mind
Consumer Behavior: A Marketer's Look Into the Consumer Mind Consumer Behavior: A Marketer's Look Into the Consumer Mind
Consumer Behavior: A Marketer's Look Into the Consumer Mind Stukent Inc.
 
Stuart Draper - Fall Stukent Digital Summit
Stuart Draper - Fall Stukent Digital Summit Stuart Draper - Fall Stukent Digital Summit
Stuart Draper - Fall Stukent Digital Summit Stukent Inc.
 
Rich Hanna - Fall Stukent Digital Summit
Rich Hanna - Fall Stukent Digital Summit Rich Hanna - Fall Stukent Digital Summit
Rich Hanna - Fall Stukent Digital Summit Stukent Inc.
 
Matt Maroon -Fall Stukent Digital Summit
Matt Maroon -Fall Stukent Digital Summit Matt Maroon -Fall Stukent Digital Summit
Matt Maroon -Fall Stukent Digital Summit Stukent Inc.
 
Karen Freberg - Fall Stukent Digital Summit
Karen Freberg - Fall Stukent Digital Summit Karen Freberg - Fall Stukent Digital Summit
Karen Freberg - Fall Stukent Digital Summit Stukent Inc.
 
Scott Cowley - Fall Stukent Digital Summit
Scott Cowley - Fall Stukent Digital Summit Scott Cowley - Fall Stukent Digital Summit
Scott Cowley - Fall Stukent Digital Summit Stukent Inc.
 

More from Stukent Inc. (20)

12 Things to Ask a Website Designer
12 Things to Ask a Website Designer12 Things to Ask a Website Designer
12 Things to Ask a Website Designer
 
Social Listening Is No Longer an Option - Christina Garnett
Social Listening Is No Longer an Option - Christina GarnettSocial Listening Is No Longer an Option - Christina Garnett
Social Listening Is No Longer an Option - Christina Garnett
 
Van Oakes - How to Run a Successful Giveaway Campaign
Van Oakes - How to Run a Successful Giveaway CampaignVan Oakes - How to Run a Successful Giveaway Campaign
Van Oakes - How to Run a Successful Giveaway Campaign
 
Eight Elements of a PR Plan - Joesph clarkson
Eight Elements of a PR Plan - Joesph clarkson  Eight Elements of a PR Plan - Joesph clarkson
Eight Elements of a PR Plan - Joesph clarkson
 
How to intergrate instagram stories into your marketing
How to intergrate instagram stories into your marketing How to intergrate instagram stories into your marketing
How to intergrate instagram stories into your marketing
 
Event marketing 101
Event marketing 101Event marketing 101
Event marketing 101
 
Modern Marketing Principles and Video Case Studies
Modern Marketing Principles and Video Case StudiesModern Marketing Principles and Video Case Studies
Modern Marketing Principles and Video Case Studies
 
How to teach a blended digital marketing course with real world practitioner ...
How to teach a blended digital marketing course with real world practitioner ...How to teach a blended digital marketing course with real world practitioner ...
How to teach a blended digital marketing course with real world practitioner ...
 
5 In-Class Projects to Drive Student Engagement
5 In-Class Projects to Drive Student Engagement5 In-Class Projects to Drive Student Engagement
5 In-Class Projects to Drive Student Engagement
 
How to Teach the Facebook Pixel to Students Effectively and Efficiently
How to Teach the Facebook Pixel to Students Effectively and EfficientlyHow to Teach the Facebook Pixel to Students Effectively and Efficiently
How to Teach the Facebook Pixel to Students Effectively and Efficiently
 
AI Marketing: What Instructors Need to Know for the Classroom in 2019
AI Marketing: What Instructors Need to Know for the Classroom in 2019AI Marketing: What Instructors Need to Know for the Classroom in 2019
AI Marketing: What Instructors Need to Know for the Classroom in 2019
 
The Marketers guide to creating Pinterest Content That Works
The Marketers guide to creating Pinterest Content That WorksThe Marketers guide to creating Pinterest Content That Works
The Marketers guide to creating Pinterest Content That Works
 
4 quick tips to grow your Pinterest traffic
4 quick tips to grow your Pinterest traffic4 quick tips to grow your Pinterest traffic
4 quick tips to grow your Pinterest traffic
 
Pinterest Marketing for Beginners
Pinterest Marketing for BeginnersPinterest Marketing for Beginners
Pinterest Marketing for Beginners
 
Consumer Behavior: A Marketer's Look Into the Consumer Mind
Consumer Behavior: A Marketer's Look Into the Consumer Mind Consumer Behavior: A Marketer's Look Into the Consumer Mind
Consumer Behavior: A Marketer's Look Into the Consumer Mind
 
Stuart Draper - Fall Stukent Digital Summit
Stuart Draper - Fall Stukent Digital Summit Stuart Draper - Fall Stukent Digital Summit
Stuart Draper - Fall Stukent Digital Summit
 
Rich Hanna - Fall Stukent Digital Summit
Rich Hanna - Fall Stukent Digital Summit Rich Hanna - Fall Stukent Digital Summit
Rich Hanna - Fall Stukent Digital Summit
 
Matt Maroon -Fall Stukent Digital Summit
Matt Maroon -Fall Stukent Digital Summit Matt Maroon -Fall Stukent Digital Summit
Matt Maroon -Fall Stukent Digital Summit
 
Karen Freberg - Fall Stukent Digital Summit
Karen Freberg - Fall Stukent Digital Summit Karen Freberg - Fall Stukent Digital Summit
Karen Freberg - Fall Stukent Digital Summit
 
Scott Cowley - Fall Stukent Digital Summit
Scott Cowley - Fall Stukent Digital Summit Scott Cowley - Fall Stukent Digital Summit
Scott Cowley - Fall Stukent Digital Summit
 

Recently uploaded

Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...CIO Business World
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 

Recently uploaded (20)

Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 

Branding and Search Strategy Optimization

  • 1.  Copyright by Debra Zahay 2013 Search = Branding = Strategy Dr. Debra Zahay @zahay Full Professor of Marketing at Aurora University and President, Zahay, Inc. Stukent Webinar Series
  • 2.  Copyright by Debra Zahay 2013 Agenda • Who am I? • What is digital marketing? • The changing face of branding/purchasing is changing. • How the simulation reflects reality. • A Practical Blueprint for Keyword Strategies to implement your company strategy.
  • 3.  Copyright by Debra Zahay 2013 I followed my questions to Academia Information Systems Sales/Marketing /Databases IMC & More Databases ???? Ph.D.
  • 4.  Copyright by Debra Zahay 2013 Over 700 Article Citations Co-Author: Leading Intern Textbook
  • 5.  Copyright by Debra Zahay 2013 Editor: Journal of Research in Interactive Marketing
  • 6.  Copyright by Debra Zahay 2013 Co-Author: Leading Internet Marketing Textbook
  • 7.  Copyright by Debra Zahay 2013 Forthcoming: Business Experts Press, Digital Marketing Management
  • 8.  Copyright by Debra Zahay 2013 Forthcoming: Zahay, Roberts
  • 9.  Copyright by Debra Zahay 2013 Also Forthcoming ….. Spiller and Zahay, Eds.
  • 10.  Copyright by Debra Zahay 2013 Teaching Portfolio • Undergraduate Digital Marketing Minor • Internet Marketing (Stukent SIM), Adwords • Social Media Marketing, Hootsuite, Google analytics • IMC • Graduate Master of Science in Digital Marketing and Analytics • Digital Marketing (Stukent SIM) • Database Marketing and Analytics (SPSS/Modeler) • Data Mining and Visualization (SPSS/Tableau)
  • 11.  Copyright by Debra Zahay 2013 Figure 1.2 Beyond? Digital=Engagement Interactive=Conversation Internet=Technology Direct=Customer Response
  • 12.  Copyright by Debra Zahay 2013 Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement
  • 13.  Copyright by Debra Zahay 2013 Digital Marketing is the Responsibility of the Executive Suite
  • 14.  Copyright by Debra Zahay 2013 Set objectives for cross- channels Web Objectives Email Search Social Mobile
  • 15.  Copyright by Debra Zahay 2013 How the simulation mirrors reality Web Objectives Email Paid Search Organic Search
  • 16.  Copyright by Debra Zahay 2013 The Customer Lifecycle supports our mission (Thanks Dr. Charlotte Mason) Attract & Acquire: Search, Website, Social Media Retain & Engage: Campaign management, CRM Systems, Email, Customer Experience Target Market Prospect Responder Responder New Customer Voluntary Leaver Forced Leaver? Former Customer Winback PotentialCustomers High Potential High Value Low Value Retained or repeat customer Lead nurturing, Demand generation
  • 17.  Copyright by Debra Zahay 2013 Brand Image Brand Story Brand Awareness Brand Recognition Brand Equity High Search Rankings Search and Branding are Interwoven
  • 18.  Copyright by Debra Zahay 2013 To succeed in search marketing, your brand, your products and your company must be known.
  • 19.  Copyright by Debra Zahay 2013 You must also have a point of difference that can be conveyed easily.
  • 20.  Copyright by Debra Zahay 2013 The Buying Process Begins with Search • 78% of buyers of B2B products begin process via a search engine • 93% of consumers begin their process with search • Good web design aids search
  • 21.  Copyright by Debra Zahay 2013 Problem / Need Awareness Consideration Purchase Post Purchase Experience Loyalty / Re- purchase Traditional Purchase Journey Thanks to Steve Susina from LyonsCG
  • 22.  Copyright by Debra Zahay 2013 The New Purchase Process Contact Salesperson/Go online Compare Vendors Conduct Research
  • 23.  Copyright by Debra Zahay 2013 Age of ConsumerEmpowerment • Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina Purchase Journey Today
  • 24.  Copyright by Debra Zahay 2013 “Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013 Consumers want the Facts in All Areas, including B2B
  • 25.  Copyright by Debra Zahay 2013 The Sales Funnel Has Changed
  • 26.  Copyright by Debra Zahay 2013 Search = Strategy =Branding
  • 27.  Copyright by Debra Zahay 2013 To THE TARGET MARKET, Our Company Name is the PRODUCT CATEGORY that POINT OF DIFFRENCE
  • 28.  Copyright by Debra Zahay 2013 Practical Tips • Develop a list of what makes your company unique. • Write down how you deliver value. • Using Google Trends and the keywordtool.io, if available, develop a list of keywords that might relate to your company and/or your brand value. Focus on customer INTENT. • Make list of your broad marketing objectives using “Attract, Acquire, Retain, Engage.” • Group the keywords above into categories that might relate to specific objectives. • Develop a list of website/mobile site goals according to these broad objectives; In this case be specific, i.e., “Customers should come to the site to register.”
  • 29.  Copyright by Debra Zahay 2013 Example • We have the largest selection of Android tablet computers. • We wish to attract customers to our website. • Let’s develop a list of keywords.
  • 30.  Copyright by Debra Zahay 2013
  • 31.  Copyright by Debra Zahay 2013
  • 32.  Copyright by Debra Zahay 2013 New Example • New Point of Difference: Our site can help compare tablets. • Broad Objective: We wish to ATTRACT customers to our website. • “android table tvs. Ipad” and similar terms look good. • Goals: Encourage them to register for our email newsletter, download a comparative whitepaper.
  • 33.  Copyright by Debra Zahay 2013 A Word about Email • Still widely used • The unsung engine of Internet Marketing • How we develop relationships • Click through rates between 2-5%
  • 34.  Copyright by Debra Zahay 2013 Summary • Digital marketing means using digital technology to create engagement. • Customers want to engage online. • The simulation reflects the trends in digital marketing. • Define your strategy, use keywords to reinforce on your website to optimize paid and organic search.
  • 35.  Copyright by Debra Zahay 2013 Questions?
  • 36.  Copyright by Debra Zahay 2013 Contact information • Dr. Debra Zahay-Blatz • http://www.zahay.com • dzahayblatz@aurora.edu • @zahay • THE BLOG: datadrivendigitalmarketing.blogspot.com • The G+ Community Internet Marketing