From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Search & Programmatic in the Post-Digital WorldCatalyst
Originally presented by Forrester's Susan Bidel at Catalyst and Yahoo's 2017 Digital Boost event, this presentation discusses what brands need to know for effective search and programmatic campaigns in the post-digital age.
Google Analytics For Enhanced Marketing MeasurementDigital Vidya
Care about how to make 'Google Analytics For Enhanced Marketing Measurement' You will find this deck presented by Swapnil Sinha, Head of Conversions, Google India during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Search & Programmatic in the Post-Digital WorldCatalyst
Originally presented by Forrester's Susan Bidel at Catalyst and Yahoo's 2017 Digital Boost event, this presentation discusses what brands need to know for effective search and programmatic campaigns in the post-digital age.
Google Analytics For Enhanced Marketing MeasurementDigital Vidya
Care about how to make 'Google Analytics For Enhanced Marketing Measurement' You will find this deck presented by Swapnil Sinha, Head of Conversions, Google India during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
Today’s digital marketers are inundated with customer data. We spend countless hours analyzing this data to better understand our consumers so we can reach them at the exact right moment. Let Bing take some of this work off of your plate and check out this presentation from Microsoft’s Itir Aloba-Curi and Angela Bahreyni. Originally presented at a Boston SEMPO event in November 2016, the presentation includes findings from Bing’s recent Consumer Decision Journey study and addresses the value of brand bidding.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
In this Presentation, I share various Tools for Startups. The PPT was shared in an eChai Event, Ahmedabad.
The tools I had covered were:
1) Screaming Frog
2) Google Analytics [Advance Tracking)
3) Ahrefs
4) Sumo
5) Ninja Outreach
6) Bonus (Websites to get Lifetime Deals on Tools)
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoStarmark
Marketing-on-the-go!
From geo-fencing to beacons, location based marketing technologies are hot this year!
With the proliferation of mobile devices in today’s market, there is tremendous potential to leverage this emerging technology. To help you navigate through the geofences and beacons, we invite you to join us for an innovative webinar that explores geolocation-based marketing technologies and how to best harness the benefits they offer.
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Basics of Programmatic Advertising for Indian MarketersSocial Beat
Basics of Programmatic Advertising for Indian Marketers - and best case practices on how to succeed with programmatic. For more details visit https://www.socialbeat.in/programmatic-advertising-agency-india/
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
The digital-evolution-in-marketing-apurva chamariaApurva Chamaria
2 Digital Media Achievements at HCL
7 Digital Trends
12 Common Digital Media Ailments
What makes a successful digital strategy
Lets look at some successful examples
Event: SEJ Summit London Hosted By Searchmetrics
For years, marketers have relied on the power of intent-based Paid Search Marketing due to its huge market growth and its ROI transparency. Today, Social and Display can now utilize those same performance levers for the powerful opportunity to market across all 3 platforms. In this session, Jon will give insight on how to bring Search, Social and Display to the table and make the 3 channels track and perform as one.
Five Performance Marketing Trends to Watch - Jon Myers, Marin SoftwarePerformanceIN
Change is the only constant in the performance marketing industry and when competition is breathing down your neck, it is never a bad thing to take a quick look around the corner.
In this session Marin Software’s Jon Myers will take a look at five of the next big changes set to take the industry by storm, including shake-ups to how search and display will be targeted, the effects of increased social and mobile use, and how the offline world will optimise the offline world- as well as tips on how to futureproof your business in advance.
Today’s digital marketers are inundated with customer data. We spend countless hours analyzing this data to better understand our consumers so we can reach them at the exact right moment. Let Bing take some of this work off of your plate and check out this presentation from Microsoft’s Itir Aloba-Curi and Angela Bahreyni. Originally presented at a Boston SEMPO event in November 2016, the presentation includes findings from Bing’s recent Consumer Decision Journey study and addresses the value of brand bidding.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
In this Presentation, I share various Tools for Startups. The PPT was shared in an eChai Event, Ahmedabad.
The tools I had covered were:
1) Screaming Frog
2) Google Analytics [Advance Tracking)
3) Ahrefs
4) Sumo
5) Ninja Outreach
6) Bonus (Websites to get Lifetime Deals on Tools)
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoStarmark
Marketing-on-the-go!
From geo-fencing to beacons, location based marketing technologies are hot this year!
With the proliferation of mobile devices in today’s market, there is tremendous potential to leverage this emerging technology. To help you navigate through the geofences and beacons, we invite you to join us for an innovative webinar that explores geolocation-based marketing technologies and how to best harness the benefits they offer.
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Basics of Programmatic Advertising for Indian MarketersSocial Beat
Basics of Programmatic Advertising for Indian Marketers - and best case practices on how to succeed with programmatic. For more details visit https://www.socialbeat.in/programmatic-advertising-agency-india/
As more brands get into programmatic, they are quickly learning what they don’t know. Once confined to direct response, programmatic is now expanding to brand building and customer engagement. Chango decided to ask CMOs to explain what was driving their programmatic strategies. The findings proved that there is great potential, but a lot of exploring to be had.
Speaker: Alex LePage, VP Market Development and Client Strategy, Chango
The digital-evolution-in-marketing-apurva chamariaApurva Chamaria
2 Digital Media Achievements at HCL
7 Digital Trends
12 Common Digital Media Ailments
What makes a successful digital strategy
Lets look at some successful examples
Event: SEJ Summit London Hosted By Searchmetrics
For years, marketers have relied on the power of intent-based Paid Search Marketing due to its huge market growth and its ROI transparency. Today, Social and Display can now utilize those same performance levers for the powerful opportunity to market across all 3 platforms. In this session, Jon will give insight on how to bring Search, Social and Display to the table and make the 3 channels track and perform as one.
Five Performance Marketing Trends to Watch - Jon Myers, Marin SoftwarePerformanceIN
Change is the only constant in the performance marketing industry and when competition is breathing down your neck, it is never a bad thing to take a quick look around the corner.
In this session Marin Software’s Jon Myers will take a look at five of the next big changes set to take the industry by storm, including shake-ups to how search and display will be targeted, the effects of increased social and mobile use, and how the offline world will optimise the offline world- as well as tips on how to futureproof your business in advance.
2019 SITEC E-Commerce Course 301 CN: Internet Marketing Digital Marketing by ...sitecmy
SITEC E-Commerce Course: Internet Marketing
Course Series: Getting Started 301
Internet marketing is the marketing of digital products, especially through online networks to promote products or services. These include mobile phones, display ads, and any digital media.
Online marketing has changed the way companies and brands use technology to market. As the growing number of platforms gradually integrate into everyday life and marketing programs, people tend to use more electronic devices than to visit physical stores, and online marketing has become commonplace and effective.
Company : Stelix Media
Guest Speaker : Stephy Yoong
Is My Digital Marketing Strategy Still Relevant in 2016?Capstrat
Shift and disruption are driving the digital industry. Technology advances continue to be a moving target. Learn how digital marketing continues to evolve, and get tips for refining your digital marketing strategy in 2016.
Phil Penton – Social Media for DealershipsSean Bradley
When looking to buy a new or used car, more and more people are going online first, rather than immediately to the dealership. More importantly, car buyers are logging onto Facebook, Twitter, and Google+ to discuss and ask for advice from friends and family on a potential car purchase. After the entire process is over, they are logging back on to Facebook and Twitter to discuss their experience at your dealership. Phil Penton will be discussing the importance of Automotive Social media and why it is essential for your dealership to establish a strong online social media presence.
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...Towsley Associates
http://www.WSIQualitySolutions.com WSI Quality Solutions explains how the largest social media marketing campaign in the world won with Social Media Marketing. This presentation is a breakdown of how small business can use WSI Social Media Marketing to gain exposure, generate leads, and drive sales. Learn Social Media Marketing for Small Business from this presentation. Visit www.WSIQualitySolutions.com
The Future Of Digital Marketing: Brand CommunitiesDigital Vidya
Care about learning 'The Future Of Digital Marketing: Brand Communities'. You will find this deck presented by Abhishek Rai, Founder, Shak Co. during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
Victoria's 2019 Benchmark talk focused on the growth of blockchain and it's impact on the digital environment. The talks covers blockchain basics, challenges and predictions for the future.
Arnoldo Cabrera, Global Digital Optimisation Manager, IKEA.
Arnoldo discusses the SEO strategy implemented across 30 international eCommerce markets for IKEA.
John Warner, Senior Content & Marketing Executive, Click Consult
In the new age of machine learning, John Warner walks through Google's latest patents and what this means for the future of sustainable SEO strategy.
Richard Wallis, Founder, Data Liberate
In this comprehensive talk, Richard provides insight into the semantic web and what it takes to become a success within Google Knowledge Graph.
Omi Sido, Senior Technical SEO, Canon Europe
Omi explains throughout his presentation how to best utilise Data Studio to present and visualize data. The talk provides a comprehensive overview of which data sources can be used and how this data can be pulled into bespoke report templates, fit for purpose, and for your business.
Nick Wilsdon, Search Product Owner, Vodafone
Nick walks through the endless possibilities when it comes to SEO reporting via Google's Data Studio. This talk covers how to automate your SEO reporting by pulling data from multiple sources.
Martin Williams, SEO Manager, AO.com
Martin discusses how 4 'failures' helped AO.com get stronger and increase the visiblility and importance of SEO within the company.
Lukasz Zelezny, SEO Consultant
Lukasz walks through his top tips and tactics for implementing a successful organic search (SEO) campaign and how best to utilise content marketing to support your efforts.
Joshua Hardwick, Head of Content, Ahrefs
Joshua walks through how to implement a link acquisition campaign (without spamming!) using a mixture of handy tips and best use of industry-leading software.
Ellie England, Sales Director, Microsoft Advertising.
Ellie walks through the benefits of inclusive marketing in relation to innovation, removing barriers and how it can be used to help marketing activities resonate with target audiences.
Dane Brookes, Head of Digital at Liverpool ONE discusses how Liverpool ONE's recent content marketing campaign increased footfall, first time visitors and overall sales.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Bas van den Beld, Digital Marketing Strategist, State of Digital
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Nick Wilsdon, Search Product Owner, Vodafone.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Omi Sido, Senior Technical SEO, Canon Europe.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Presented by Kristal Ireland, Head of Ecommerce and Retail Technology, London North Eastern Railway.
From Click Consult's Benchmark Search Conference 2018, Hilton Manchester Deansgate, 5th September. Presented by Dave Karellen, Head of Paid Search, Click Consult
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Unifying Search with Performance Media | Benchmark Search Conference 2015
1. Jon Myers, VP & Managing Director – EMEA
Benchmark Conference, June 2015
Unifying Search with Performance Media
@JonDMyers
2. Marin At A Glance: 2014
2
Leading Ad Cloud enabling audiences across search, display and social
Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP
$7.2
Billion
Ad Spend Managed
Worldwide
66% US vs 34% Int’l
Revenue Split
29%
Growth
$99.4 Million
in Revenue YoY
The only true
multi-channel platform &
Audience
Marketing
Suite
#1 Ad CloudGlobal leader in search, only independent
vendor to combine search, display and social
through synchronous audiences
36%
of Fortune 100
use Marin
@JonDMyers
5. Integration between digital marketing discipline
still has a way to go:
How do we remove people
based silos in digital channels?
Can audience data be the glue
which ties together our digital
channels with a focus on the
consumer?
Digital Marketing Manager Censor
Marin Software commissioned independent
market research company Censuswide to
survey 200 digital marketing managers in
October and November 2014. The
respondents all work in companies with an
annual turnover of at least £20 million.
@JonDMyers
6. The marketing and IT partnership is growing
How can we work with IT to better
surface data from legacy
technologies, which will fuel better
online advertising optimisation?
Over half (54%) of respondents
say they are already working
closely with their IT department,
and one in five (19%) are planning
to do so in future.
@JonDMyers
7. Increasing Complexity in the Advertising Market
Anytime, Anywhere Access All Brands, Publishers &
Channels
Personalization
Limited Access Mass MarketTop Brands & Agencies
THEN
NOW
@JonDMyers
8. Search and Social Have Become Go-To Channels
Rapid and
Continuous Growth
Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and
http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm ,
Consumer Usage
is Omnipresent
Marketers Are
Embracing
50% of Total
Media Budgets
50% of Marketers
Will Increase
5.7 Billion Google
Searches / Day
1.35 Billion Monthly
Facebook Users
Google / Facebook
= #1 / #2 for ROI
75% See as Critical
for Cross-Channel
@JonDMyers
9. The Buyer’s Journey is Highly Fragmented
47% of revenue comes from purchases made in more than one day (Google)
65% of revenue comes from purchases made in more than one step (Google)
Search engines and social networks are the top two sources used to research and
inspire purchase decisions (eMarketer)
Sources: Brand Perfect, “Adventures in Retail”
@JonDMyers
10. Looking at Search and Social Separately Doesn’t Tell the Full Story
Social is more likely to “assist” sales made in other channels
For every Social click resulting in a purchase, there are two clicks assisting another
converting channel
Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
@JonDMyers
11. Social Advertising Drives Better Search Performance
44% of Marketers Have Seen Search Performance Improve
Following launch of a Social campaign
Brands Experience a 50% Increase in Search CTR
When their target audience is also exposed to Social ad
Brands Experience a 11% Lift in Brand Searches
If they’re also running FB ads
Consumers Are 2.8x More Likely to Search for Your Brand
If they’ve been exposed your Social ad
@JonDMyers
12. Customers Who Touch Both Channels Are More Valuable
Search Touches + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only
• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
• Focusing on a single channel ignores the customers’ path to conversion
• Focusing on a single channel limits the potential results you can achieve
Google / Bing Click
+ Facebook Click
Facebook
Click Only
Google /Bing
Click Only
3.56% CR
$3.16 RPC
1.88% CR
$1.56 RPC
.76% CR
$.77 RPC
Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
@JonDMyers
13. Female, age 25-35 who has
purchased shoes in the past
Focus on the Customer, Not the Channel
Target Customer
Customer Intention
?? “buy black running shoes”
Social Advertising
• Audience targeting capabilities
• Reach a specific audience based on
demo, behavior, or customer
characteristics
• Use to Push advertising message to
customers
Search Advertising
• Intention targeting capabilities
• Reach customers based on their buying
intentions at a specific moment
in time
• Use to Pull customers into your
advertising message
Female, age 25-35 who has
purchased shoes in the past
@JonDMyers
14. Search, Social and Display
65% of online revenue comes from purchases with touch points across multiple channels1
Source: Magna Global, December 2014; Magna Global, Programmatic Forecasts, September 2014; Display includes banners, video, display
1. Google Analytics Q4 2012, The Customer Journey to Online Purchase report
SEARCH
is the largest digital ad segment.
SOCIAL
15% of the digital ad
segment with high growth.
DISPLAY
programmatic is the fastest
growing display segment.
MOBILE 47% of digital ad spend expected to be on mobile ad formats by 2019.
@JonDMyers
15. Use the Strengths of Each Channel
to Reach the Right Customer at the
Right Time
16. Powering Cross-Channel Revenue Acquisition
Create & Convert Your Most Valuable Audience Segments across Channels
DATA SOURCES PLATFORMS
Google Gemini
Bing Yahoo! Japan
Baidu Yandex
DoubleClick
PubMatic
Rubicon
Open X
Brightroll
Yahoo AX
Microsoft AX
AppNexus
MoPub
Nexage
Facebook
LinkedIn
Twitter
Search
Display
Social
@JonDMyers
17. Capture, build and activate Custom and Tailored Audiences based on search intent, website
behavior, and demographic traits from third-party data sources
Capture
Build
Engage Activate
Target Audience
Cross Channel Audience Activation
@JonDMyers
18. Audience Segmentation, Optimisation and Reporting
STEP 1:
COLLECT DATA
STEP 2: ANALYSE
INTENT SIGNALS
Audience
Value Map
STEP 3: BUILD
AUDIENCES
STEP 4: CAMPAIGN
MANAGEMENT,
REPORTING &
OPTIMISATION
OutoftheBoxCustomSocial
CRM
Behavioral
Search Intent
Revenue
Lower Intent,
Lower Value
Higher Intent,
Higher Value
High Intent,
High Value
High-value
Prospects
Private Audience
Networks
@JonDMyers
19. Audiences are built using a combination of different intent signals
High Intent Medium Intent Lower Intent
+ Clicked on branded PPC ad
+ Interested in high-value product
+ Added product to shopping cart
+ Belongs to high-value demographic
+ Recently signed up for promo emails
+ Clicked on mid-value PPC ad
+ Viewed fashion category pages
+ Viewed fashion product page
+ CRM lookalike audience from FB
+ non recent past shoppers
+ Unbranded PPC ad click
+ Viewed home page, left w/o purchase
+ New CRM subscriber
+ Recent in-market data
+ CRM lookalike audience
@JonDMyers
20. Campaign and Creative Consistency
Creative
Messaging
Contents
• Big, bold product images
• Brand and Product mentions
• Top products
• New offerings
• Strong CTAs
• Dynamic creative
• Time limited offers
• Price breaks
• Strong CTAs
• Pricing information
• Unbranded, high volume terms
• Generic Terms
• Product Info
• Softer CTAs
@JonDMyers
21. Integrate with leading in-app analytics solutions
Identify desktop users and target them across mobile devices
Target users with premium, global, mobile ad inventory
Cross-Device Targeting and Mobile Attribution
Match users across devices using
blended probabilistic/deterministic model
Cross-Device ID & Targeting
Display in-app and mobile ads
on premium mobile inventory
Serve Targeted Mobile Ads
@JonDMyers
- Worlds Leading Advertising Cloud & Biddable Media Platform
$7.2bn = Twice the size of closest competitors – spend & customer base.
- Leading not just about more spend / customers = being the first to support new publisher products, API updates etc…..
Google’s largest, #1 API partner globally
Benefits of Google relationship…..
Public Company – raised over $120m which has fuelled platform development, product, acquisitions….
In the Past: a Brand reached its audience via TV, radio and print advertising, the market was controlled by Mad-Men style advertising agencies and the consumer was reached through mass-marketing messages.
Today: In addition to TV, radio & print advertising, ad dollars are following the eyes and Brands reach consumers increasingly via search marketing; display advertising; e-commerce; and social media – across mobile devices or laptop/desktops
The strategic role of marketing professionals has changed dramatically as Advertising has undergone a massive disruption. Consumers have shifted their media time away from traditional channels such as television, print, and radio, and towards digital channels such as search, display, video, and social.
These increasingly complex digital channels have become more and more difficult for marketing professionals to manage.
Digital, social and mobile technologies have forever altered the way organizations and marketers need to interact with people.
Search and Social have become our go to channels
First lets take a moment to reflect on why these two channels have become so important to us
By a show of hands, how many people are managing at least one of these channels today? Keep your hands raised if you’re managing both
Well there is a reason why so many of you raised your hands, and why Search and Social have really become our “go to channels” as digital marketers over the past several years.
Fastest growing channels in the digital marketing space with Social at 25% YoY and Search at 16% YoY
Size of the audience – Literally access to billions of potential customers across the globe
Engagement of the audience – Almost 6 billion searches happen in Google every day and 1 billion people use FB once / day. And check newsfeed an average of 14x / day. Also highest CTRs
Measurable – very easy to understand and track the performance of your investments.
When you consider these things, its easy to see why digital marketers consider Google and Facebook the #1 and #2 most important channels for driving ROI and why almost 50% of marketers plan to increase their budgets for these channels this year.
Buyer Journey fragmentation
So how can we explain some of these numbers, and the differences in how the two channels behavior?
Well its easy when you take a step back and consider how a buyer makes a purchase decision today.
As buyers, when we set out to make a purchase, we often use 2, 3 maybe even 10 different sources of information over the course of 20-30 days that span across different channels.
In fact occurring to Google, more than 65% of revenue comes from purchases that involve multiple touchpoints and 47% of revenue comes from purchases that span across several days.
Still, according to eMarketer through all of these different touchpoints along what has become a highly fragmented buyer journey, Search and Social remain the top two most important channels for influencing buying decisions.
http://www.exacttarget.com/blog/20-stats-about-how-social-media-influences-purchasing-decisions/
http://www.marketingcharts.com/wp/direct/global-marketers-still-rate-seo-email-marketing-as-tops-for-roi-28385/attachment/econsultancyadestra-channel-roi-ratings-apr2013/
http://totalaccess.emarketer.com/Chart.aspx?R=130718&dsNav=Ntk:P_Title|research+and+sources|1|,Ro:5,N:405&Adv=1&SearchTitle=1&All=research+sources
Its no wonder why, according to emarketer Google and FB are considered the #1 and #2 channels by digital marketers. http://totalaccess.emarketer.com/Chart.aspx?R=145069&dsNav=Ntk:basic|roi|1|,Ro:15,N:500-781&kwredirect=n%2cn%2cn%2cn%2cn%2cn
65% of revenue comes from purchase made in more than one step *
Purchases involving 6+ steps have a 30% higher AoV than purchases with one step *
Google Picture
Still despite tall their similarities and parallels, ample evidence supports that Search and Social behave quite differently when we consider how they are used as channels the customer’s buying journey
Google has a great fee resource which I’ve provided a link to below that shows that Social is far more likely to assist other than channels in the conversion path rather than to be the last channel in the path to conversion.
In fact, for every Social click occurs that directly contributes to a conversion, there are two more clicks that occur that contribute to another channel.
So if you’re managing Social media through a vacuum in isolation, you’re likely undervaluing it as a channel and overvaluing other channels. Furthermore, if you look at the performance of these two channels in isolation, you’re really not seeing the big picture of your performance.
We have already seen numerous 3rd party studies that demonstrate the synergies between the two channels when they are run in an integrated manner, particularly how Social advertising is helping to drive incremental lift for Paid Search.
Marketers are more likely to receive brand searches, a better CTR and a better overall performance when they’re running social advertising.
So we really start to see here the ways here your social advertising efforts in particular is assist Search, and help its performance in addition to driving stellar performance on its own.
And not only do we see evidence that the channels can assist each other in driving incremental lift in interest and engagement with your brand, but when we look at this from a customer perspective, we find that those who engage with a brand both through Social and Search are more valuable to you than if they had just engaged with you through one single channel.
Marin recently conducted a study across more than 200 of our Search and Social advertisers and found that audiences who touch both a brand’s Search and Social ads have + 89% higher conversion rate, 367% higher revenue / click than if they had only touched the brand’s Search ad
103% higher conversion rate, 313% higher revenue / click than if they had only touched a brand’s Social ad
So in other words, when a customer touches both your Search and Social ads, they are 1.) more likely to buy, and when they do buy they buy more
And why might this be – Think about your own experience during a purchase decision. Aren’t you more likely to buy and more confident in your buying decision when you’ve gathered information from multiple sources? – Both from recommendations from those you trust and also from your own research?
So if we know that Social and Search help each other to drive incremental performance, and we know that a customer who touches both channels is incrementally more valuable, the question becomes, how can we are marketers target these customers across both channels and measure the performance of these channels in an integrated way?
The next thing you need to do – and this could be arguably the most important thing – is to make sure your strategy is aligned not around the channel, but around the customer.
I think many times we get wrapped into a tunnel vision of what we need to within the context of a specific channel. The keywords, the quality score, the creative, the targeting settings. But at the end of the day, all of these things are secondary to what we really want to be focusing on – Targeting the right customer with the right intentions with the right message.
And to do this, we really have to put the customer first and then as a second step, think about how we can use the targeting strengths of each channel to reach the customer in an integrated way.
Lets go through an example. Social – One of the wonderful things about this channel is the almost infinite ways for you to reach a very specific target audience. If you know that females between 25-35 who have purchased from you in the past have the greatest lifetime value, most social platforms have very accurate ways to reach these types of people on a global scale. The downside with Social is that while you can push your messages to just about any type of potential customer you want, you have no way of knowing what their buying intention is at the time of the impression. For example, I showed you a Facebook ad promoting a new type of car based on your demographics or even your website history, I really have no way of knowing how ready you are to buying the car. In other words I have no way of knowing your buying intentions.
This is where Search comes into play. Why do we love Search? Because its an opportunity for customers to pull in our advertising message based on their buying intentions at the moment in time. There is an awful lot we can tell about the customer in Search by their search query. Where are they in the buying cycle, and what are they looking for? This unique way to reach customers has helped the Search industry grow to $47B. But as valuable as Search is, it still lacks the ability to target customers by who they are, which is where Social comes into play.
So from a targeting, and workflow perspective is how we can reach the type of customer we want to reach not only by who they are, but by what they want. We fail to do this when we manage Social or Search in isolation, but we’re able to accomplish this when we manage in an integrated manner.
So if we really believe in Search and Social as high performing channels, and we know that customers are using both these channels together along a highly fragmented multi step path to conversion – Then the question we are marketers need to begin to start to ask ourselves is not now can we get these channels to perform better, but how can we use the channels together to achieve an overall better performance?
AMS is the most transparent multi-channel advertising solution powered by first-party intent and behavioral data
AMS reflects the inputs of all the possible data Marin can take into account to develop a better picture of your audience, and also the outputs which represents all the different channels for leveraging all the fantastic data that your clients were able to capture.
AMS is the keystone within all this powered by a sophisticated intent and behavioral tracking solution (Marin Smart Pixel), and a demand-side platform with access to all the major display and social ad exchanges
Cross Channel Audience Activation
So how can Marin deliver better ROI for Social advertisers, by using cross channel data? The core underlying technology that powers the cross-channel audience acquisition for Social is our Smart Pixel, a container tag solution that allows us to capture buying signals and lifetime value from people who have visited our website from Search, Social and Display which allows Social advertisers to retarget them with a tailored message to bring them back to their website. Using cross channel data like keyword search and website browsing history, Social advertisers can create sophisticated audiences in Facebook or Twitter in the form of Custom or Tailored audiences. In other words, our Smart Pixel allows Social advertisers to create and target audiences around not just who they might be on Facebook, but what they’re actually interested in buying based on powerful signals picked up outside of Facebook. For example, if you’re an advertiser in the travel industry, selling expensive vacation packages, you might have the suspicion that Facebook users of a certain age range might be most likely to buy. But identifying and targeting people on Facebook who have actually searched for “five start hotels” in the recent past you can actually reach the people who are in market for your vacation package now. This is an extremely powerful value proposition for social advertisers. Using Marin, Social advertisers are able to laser focus their advertising budgets on the Facebook and Twitter audiences and reach social users who not only have the highest buying intent, but the highest lifetime value based on conversion data collected from other channels.
So if we really believe in Search and Social as high performing channels, and we know that customers are using both these channels together along a highly fragmented multi step path to conversion – Then the question we are marketers need to begin to start to ask ourselves is not now can we get these channels to perform better, but how can we use the channels together to achieve an overall better performance?