My presentation presented on the SEMRush webinar talking about how market maturity impacts digital marketing, PPC, SEO and how digital marketing strategy should be modified and applied in different stages of the market maturity.

1. MARKET MATURITY AND
DIGITAL MARKETING

2. HOW DO BRANDS AND PRODUCTS
GROW OLD AND DIE?

3. WHAT IS MARKET MATURITY?

5. PRE-CHASM AND POST-CHASM MARKET
REQUIRES A DIFFERENT DIGITAL STRATEGY.

7. EARLY MARKET IS IDEAL FOR
CONTENT CREATION.

9. GHOST MEETING:
A phrase first used and promoted by a meeting scheduling
software/hardware company Teem, now widely used to
describe meetings that were scheduled but the attendees
never showed up.
Ghost meeting is a phrase that describes one of the key pain
points of potential buyers of meeting scheduling
software/hardware.

11. POST-CHASM MARKET BECOMES
HIGHLY COMPETITIVE.

12. MARKET MATURITY OF SMART PHONE ACCESSORIES MARKET
1. Data analysis for the past 118 months (9,5 years) on an EU market.
2. Market began with high search volume for generic keywords (mobile
phone case, mobile phone earphones, mobile phone cover, etc.)
3. There were 3 major brands competing for market share in the first 78
months.
4. Future market leader entered the market on month 78 (1) through
acquisition and began massive branding investment on month 90 (2).
5. All other brands were performance focused investing into SEO, paid
search advertising and PLAs.

13. GENERIC KEYWORD DIVERSITY INDEX:
1. Number of different keywords used in a month to search
for the same product/concept.
2. Share of those keywords that are descriptive rather than
specific (e.g. phone case vs. case for a mobile telephone
vs. protective plastic for a smart phone).
3. Share of branded keywords (manufacturer or retailer) vs.
share of non-branded, „generic“ keywords.

14. 0
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Generic keyword diversity index
1 2

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Generic vs. branded keyword monthly search volume
Generic keywords Top brand 1 Top brand 2 Top brand 3 Top brand 4 Other brands (8)
1 2

16. 0
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PLA cost index - adjusted

17. WHAT WILL HAPPEN TO SEARCH BEHAVIOR AS A MARKET MATURES?
1. Generic search volume will decrease.
2. Branded search volume will increase and replace generic search.
3. A clear market brand leader will be established and will take over
majority of searches.
4. Audience available on paid search and PLA will decrease.
5. Cost of paid search and PLA advertising will increase – more
competition and less demand.
6. Key differentiation for the customer becomes the price – advertising
focuses on special promotions and discounts.

18. KEEP AN EYE ON YOUR ORGANIC
CLICK-THROUGH RATES.

19. 8.82%
14.30%
10.42%9.99%
19.07%
14.06%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
informational transactional navigational
Organic click-through rate based on the type of query
Category 1 Category 2

20. 19.2
13.8
11.2
4.5
2.7
0.6
1.5 1.5 1.3
0.6
21.92
14.12
10.52
4.25
3.04
2.29
1.55 1.77 1.84 2.36
0.0
5.0
10.0
15.0
20.0
25.0
Position 1 Position 2 Position 3 Position 4 Position 5 Position 6 Position 7 Position 8 Position 9 Position 10
Organic click-through rate based on position (in %)
Company E Company F

21. 13.7
10.8
9.0
3.1
1.8 1.8 1.9
3.1 3.1
3.9
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
Position 1 Position 2 Position 3 Position 4 Position 5 Position 6 Position 7 Position 8 Position 9 Position 10
Organic click-through rate based on position (in %)
Company D

22. 5.0 5.3 5.4 5.8 5.6
5.0
3.7
3.2 3.1 2.8
4.5 4.3
5.4 5.5 5.5
4.8
3.1 3.0 2.8 3.1
0.0
5.0
10.0
15.0
20.0
25.0
Position 1 Position 2 Position 3 Position 4 Position 5 Position 6 Position 7 Position 8 Position 9 Position 10
Organic click-through rate based on position (in %)
Company A Company B Company F

23. HOW TO ESTIMATE YOUR
MARKET MATURITY STAGE.

24. EVAULATING THE STAGE OF MARKET MATURITY:
1. Look at the generic keyword diversity – more diversity = earlier market.
2. Find your direct competitors and estimate their brand strength – more
competitors = older market.
3. Estimate the quantity of non-sales content related to your product –
less content = earlier market.
4. Evaluate EACH market INDIVIDUALY! Not all markets move across the
same stages at the same time.
5. Check for competing advertisers on Paid search (more advertisers =
older market).

25. MARKET MATURITY BLUEPRINT
FOR DIGITAL ADVERTISING.

26. EARLY MARKET:
1. Focus on content creation and controlling the narrative and keyword formation.
2. Invest into outreach marketing via Google Display Network, Facebook, YouTube,
influencers, etc.
3. Focus on problem – solution fit communication.
GROWING MARKET:
1. Dominate the organic and paid search market (SEO, paid search, PLA).
2. Continue producing content and think about clear USPs of your product.
MATURE MARKET:
1. Begin de-investing from all expensive traffic generators.
2. Focus on growing your branded search volume and owned media.
SATURATED MARKET:
1. Sell, pivot or move out of the market.

27. YOU NEED TO SEPARATE YOUR LONG TERM
AND SHORT TERM STRATEGY.

28. PERFORMANCE STRATEGY:
1. Focused on producing short term results.
2. Focused on the bottom of the funnel.
3. Focused on paid channels.
4. Sales driven (ROI, ROAS, CPA).
LONG TERM STRATEGY:
1. Focused on ensuring long term sustainability of the business.
2. Focused on creating the right environment and conditions, not results.
3. Focused on client retention and top of mind.
4. Brand driven (CLV, NPS, frequency, direct traffic, branded traffic).

29. Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia
W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680
Thank you