The document discusses how online search is changing the traditional marketing model. It outlines the traditional process where a marketer identifies a target market, learns their needs, crafts a message and delivers it through their preferred media channels. It then shows how the new model works, where consumers express needs through search and are connected directly to products and sales pages. It argues that search marketing has led to an unprecedented drop in acquisition costs compared to traditional methods.

1. Marketing Upside Down How online search is turning marketing on it’s head

2. What is Search Marketing? Kids drum sets $ $

3. The Old Way: A Marketer… Identifies a market, Consumers Marketer

4. The Old Way: A Marketer… Identifies a market, Chooses target customers Consumers Consumers Consumers Consumers Consumers Marketer

5. The Old Way: Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs Consumers Consumers Marketer

6. The Old Way: Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message Consumers Consumers Marketer =

7. The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences Marketer =

8. The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. Marketer =

9. The Old Way: Consumers Consumers Consumers A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. So when the need arises Marketer

10. The Old Way: Consumers Consumers Consumers Marketer A Marketer… Identifies a market, Chooses target customers, Learns their needs, Crafts a message, Learns their media preferences, And delivers the message. So when the need arises, The marketer’s product comes to mind.

11. The New Way: Consumer A Consumer… Expresses a product need, X To a Sales Person Consumers Consumers Consumers Marketer Marketer? $ Sales Person

12. The New Way: Consumer A Consumer… Expresses a product need, To a Sales Person Who sells the product. $ $ Sales Page Consumers Consumers Consumers Marketer

13. “ Lookingforness”

14. Unprecedented drop in acquisition cost 1/50

15. Good, but not perfect. The Old Way The New Way

16. Search Marketing In Two Words: Data Language

20. Keyword distribution Keyword Percentile 1 100 Percentage of Total Queries 1 16 Cumulative Percentage 100 1 50 / 20 16 / 1 80 / 60

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22. The Battle For Customers