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This is
         Search Marketing Tactics For
  Online Retailers this Holiday Season
                                        by
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agenda
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outlook for 2011
outlook
                             35
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                                                                                  ?
                             15
                                  2005 2006 2007 2008 2009 2010 2011

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outlook
                             23.0%
                                      !"#$%&'(.C&)*("D(+"+&#()*+&$#(*,"--*),*(.&#*.(
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  –  >&2?@,+(-")*(           18.0%

     $-A")+&2+B(                                                                           ?
                             17.0%
                                     2005 2006 2007 2008 2009 2010 2011

                                                                          4"5),*6(*7&)8*+*)(
outlook
    •  R457'#45'=%.7='=5#2')%"=4S'
         –  ;7'0'E0/'5>%7%81T'4%$./01'5J>%885)>5'2Q57/.7='
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30.0%
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20.0%


10.0%


 0.0%


-10.0%
            2006       2007                   2008                  2009            2010

                           I50)J57/'U4%$./012V'      I50)J)%"7/'
                                                                                4"5),*6(*7&)8*+*)(
outlook
•  3451K)5'4%$./012'W''
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  –  R50&'>%72"85)''
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the holiday consumer
Holiday Consumers
  •  ]).>5J/).<57'
  •  90<<1'0E%"#'20<.7=2(
70.0%
                             R("D(ST4T(,"2.5-*).(5.$2F(.+)&+*F$*.(+"(.A*2%(#*..(%5)$2F(C"#$%&'.(
                                                                                                              897+5#
60.0%
50.0%      9!7<5#
40.0%                      ;87+5#
                                          !:7:5#           !<7+5#
30.0%                                                                       !!7+5#            !,785#
20.0%
10.0%
0.0%
        Only buy gifts      More       Buy for fewer   Buy for fewer    More ROPO          More shopping     Spend less
           on sale       comparison      relatives       friends                              online          money!
                          shopping                                     O*.*&),C("2#$2*K(
                                                                       P5),C&.*("Q$2*(


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Holiday Consumers
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                              !;5#               !!5#               !+5#               ,65#                ,65#
20%

10%

0%
      Look for better   Look for product     Receive sale    Search at another     Use mobile           Use mobile
          price             reviews             alerts            store             barcodes             coupons

                                                                                      4"5),*6(I2.$FC+Z[A)*..K(=*,(LMNM(
solutions
solutions                                             Paid Search
                                               Display    Mobile    Social



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                                             Display   Mobile   Social



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     0/<5):2.7='8070=5857#'#%%$'
  –  ="2b+(G&$+(52c#(^de(
solutions                                       Paid Search
                                          Display   Mobile   Social



•  I*'(?)J3'345)5'0)5'%7$1'2%'8071'250)>4'
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  –  6%72"85)2')0)5$1'#0&5'0>:%7'0`5)'.7.:0$'5fQ%2")5'

•  -'?BK'/3'9:8"$0#5'8%)5'/5807/'?.#4'
   /.2Q$01'0/<5):2.7='
  –  h%%=$5'950)>4'k'h%%=$5'P.2Q$01'N5#?%)&'UhPNV'
solutions                                       Paid Search
                                          Display   Mobile   Social



•  LM>&#0M'B?1#*)&>@?)*0#1'N#
  –  X25'Q0./'250)>4'&51?%)/2'#%'>)50#5'>%7#5f#"0$$1J
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  –  l%>"2'/5$.<5)1'%('0/'.8Q)522.%72'%7'4.=45)'
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solutions                                                        Paid Search
                                                         Display     Mobile      Social



•  I*'(?)J3'^<5)0=5'^85).>07K2'=.`'24%QQ.7='
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solutions                                          Paid Search
                                             Display   Mobile   Social



•  LM>&#0M'B?1#*)&>@?)*0#1'N#
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     •  P52&#%QT'30E$5#T'o%E.$5'
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  –  ;7<52#'.7'8%E.$5J%Q:8.q5/'?5E'>%7#57#'O'0QQ2'
solutions                                                       Paid Search
                                                        Display     Mobile      Social



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solutions                                       Paid Search
                                          Display   Mobile   Social



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Search Marketing Tactics For Online Retailers this Holiday Season

  • 1. This is Search Marketing Tactics For Online Retailers this Holiday Season by -.'/0'*)1#(23# !"#$%&'()*#!+,,#
  • 2. agenda •  !"#$%%&'(%)'*+,,'-%$./012' •  345'-%$./01'6%72"85)' •  9%$":%72' –  ;7<52:7='0>)%22'>40775$2' –  6%775>:7='?.#4'>%72"85)2'
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  • 5. outlook 23.0% !"#$%&'(.C&)*("D(+"+&#()*+&$#(*,"--*),*(.&#*.( •  H>%885)>5F' 22.0% I50)J57/'<2C'I50)J)%"7/' !,7"5# !,7;5# !,7!5# –  -%$./012K'240)5'%(' 21.0% #%#0$'5>%885)>5'?02' !+7!5# =)50#5)'.7'*++LJ*++M' 20.0% ,67<5# ,67<5# –  N%<'O'P5>'$522' 19.0% .8Q%)#07#@' –  >&2?@,+(-")*( 18.0% $-A")+&2+B( ? 17.0% 2005 2006 2007 2008 2009 2010 2011 4"5),*6(*7&)8*+*)(
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  • 7. outlook •  3451K)5'4%$./012'W'' E"#'?.$$'#451'E5'40QQ1@' –  X758Q$%1857#Y"7/5)58Q$%1857#' –  Z"$75)0E$5'[707>.0$'80)&5#2' –  R50&'>%72"85)'' >%7[/57>5' –  N%'57/'.7'2.=4#'
  • 9. Holiday Consumers •  ]).>5J/).<57' •  90<<1'0E%"#'20<.7=2( 70.0% R("D(ST4T(,"2.5-*).(5.$2F(.+)&+*F$*.(+"(.A*2%(#*..(%5)$2F(C"#$%&'.( 897+5# 60.0% 50.0% 9!7<5# 40.0% ;87+5# !:7:5# !<7+5# 30.0% !!7+5# !,785# 20.0% 10.0% 0.0% Only buy gifts More Buy for fewer Buy for fewer More ROPO More shopping Spend less on sale comparison relatives friends online money! shopping O*.*&),C("2#$2*K( P5),C&.*("Q$2*( 4"5),*6(HIJ)*.*&),CK(>5#'(LMNM(
  • 10. Holiday Consumers U$-*D)&-*(+"(.+&)+(C"#$%&'( •  3451'2#0)#'50)$1'%7' .C"AA$2FV)*.*&),C( #45.)'4%$./01' H)%# ,95# =>2#'*# )>*?@)*# 24%QQ.7=S' !,5# –  ^$8%2#'40$('%('40<5' F'G# E5="7'24%QQ.7='E1' !,5# AB/)C AB?2CDBE# 95Q#58E5)' ,95# -).&# $%&# ,!5# ,:5# 4"5),*6(W4+&+*("D(4C"AA$2FKX(J""F#*(<(@UYK(7&'(LMNM(
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  • 13. solutions Paid Search Display Mobile Social •  I*'(?)J3';7a0:%7'.7'85/.0'>%2#2'.2'4.=45)' /").7='#45'4%$./012' –  ]0./'250)>4'0<=C'6]6'U>%2#JQ5)J>$.>&V'?02'bcd'I!I' –  ]P](&,+5&##'(%"G2(?NR(^@^(&_*)(C"#$%&'.`( •  -'?BK'/3'!7$.75'0/<5):2.7='8070=5857#' Q$0e%)8' –  ^7:>.Q0#5'>407=52'O'5f5>"#5' `(J""F#*(Z&)2$2F.(O*A")+K(aA)$#(LMNN(
  • 14. solutions Paid Search Display Mobile Social •  LM>&#0M'B?1#*)&>@?)*0#1'N# –  g5<.2.#'Q02#'4%$./01']]6'85#).>2T'52QC'>407=52'.7F' •  6$.>&#4)%"=4')0#5'U63gV' •  6%2#JQ5)J>$.>&'U6]6V' •  6%7<5)2.%7')0#5'U6ZgV' –  X25'h%%=$5';72.=4#2'#%'Q)%i5>#'250)>4'j"5)1' <%$"85'E025/'%7'Q02#'4%$./01'2502%72' –  ])5J58Q:<5$1'0/i"2#'E./2YE"/=5#2'"2.7='%7$.75' 0/<5):2.7='8070=5857#'#%%$' –  ="2b+(G&$+(52c#(^de(
  • 15. solutions Paid Search Display Mobile Social •  I*'(?)J3'345)5'0)5'%7$1'2%'8071'250)>4' j"5).52'%"#'#45)5'#%'E5'40/' –  6%72"85)2')0)5$1'#0&5'0>:%7'0`5)'.7.:0$'5fQ%2")5' •  -'?BK'/3'9:8"$0#5'8%)5'/5807/'?.#4' /.2Q$01'0/<5):2.7=' –  h%%=$5'950)>4'k'h%%=$5'P.2Q$01'N5#?%)&'UhPNV'
  • 16. solutions Paid Search Display Mobile Social •  LM>&#0M'B?1#*)&>@?)*0#1'N# –  X25'Q0./'250)>4'&51?%)/2'#%'>)50#5'>%7#5f#"0$$1J #0)=5#5/'>08Q0.=72'%7'hPN' –  _52#JQ5)(%)8.7='250)>4'0/'>%Q1'UE025/'%7'63g' 07/'6ZgV'="./52'/5<5$%Q857#'%('/.2Q$01'>)50:<5' –  l%>"2'/5$.<5)1'%('0/'.8Q)522.%72'%7'4.=45)' 0?0)57522T'57=0=5857#'O'>%2#J5m>.57>.52' –  P5Q$%1')5#0)=5:7='#5>47%$%=1'#%'022%>.0#5'57/J "25)'0>:%7'?.#4'2Q5>.[>'>%88"7.>0:%72'
  • 17. solutions Paid Search Display Mobile Social •  I*'(?)J3'^<5)0=5'^85).>07K2'=.`'24%QQ.7=' E"/=5#'?.$$'/5>)5025'#4.2'4%$./01'2502%7n' •  -'?BK'/3'g50>4'>%72"85)'25=857#2'?4.>4'0)5' Q)%75'#%'2Q57/.7='8%)5' –  g%"=4$1'40$('%('o%E.$5Y30E$5#'"25)2'?.$$'80&5'0' 4%$./01'Q")>4025'%7'#45.)'/5<.>5'#4.2'150)nn' –  34.2'>)%?/'#57/2'#%'2Q57/'8%)5'%7'0<5)0=5'(%)'5J >%885)>5'#)0720>:%72nnn' `(:&c"2&#(O*+&$#(f*%*)&c"2((``(P&'A&#VIA.".K(4*A+(LMNN( ``(H$gO&+*(I2.$FC+.(<(f"))*.+*)6(UC*(Z-*)F$2F(U&1#*+(7&)8*+(
  • 18. solutions Paid Search Display Mobile Social •  LM>&#0M'B?1#*)&>@?)*0#1'N# –  X25'^!Z'U0<5)0=5'%)/5)'<0$"5V'85#).>2'#%'(%>"2' 0/<5):2.7='/%$$0)2'%7'Q)%[#0E$5'0"/.57>52' –  95=857#'5f.2:7='Q0./'250)>4'>08Q0.=72' •  P52&#%QT'30E$5#T'o%E.$5' –  o0&5'"25'%('8%E.$5J().57/$1'0/'5f#572.%72' •  p%>0:%7'5f#572.%72T'6$.>&J#%J60$$' –  ;7<52#'.7'8%E.$5J%Q:8.q5/'?5E'>%7#57#'O'0QQ2'
  • 19. solutions Paid Search Display Mobile Social •  I*'(?)J3'345'>%8Q5::%7'(%)'250)>4'>$.>&2' 450#2'"Q'.7'N%<58E5)'O'P5>58E5)' –  950)>4'80)&5:7='E"/=5#2'bL*d'I!I'.7'*+,+n' •  -'?BK'/3'g50>4'>%72"85)2'.7'%#45)'().57/$.5)' 57<.)%7857#2' –  Dcd'%(')5#0.$5)2'?.$$'/5Q$%1'8%)5'5f#572.<5'2%>.0$' 85/.0'2#)0#5=.52'#4.2'4%$./01'2502%7nn' –  6%72"85)2'5fQ%25/'#%'E)07/2'<.0'2%>.0$'85/.0'0)5' 8%)5'$.&5$1'#%'250)>4'(%)'.#T'8%)5'$.&5$1'#%'>$.>&nnn' `(h*2.C""(LMNM(@2#$2*(O*+&$#(!"#$%&'(4C"AA$2F(O*A")+( ``(UC*(Z+&$#$2F(J)"5AK(LMNM(( ```(J)"5A(7(<(,"-4,")*6(WUC*(I2i5*2,*%KX(LMMj(
  • 20. solutions Paid Search Display Mobile Social •  LM>&#0M'B?1#*)&>@?)*0#1'N# –  ^E07/%7'#45'r#%QJ)07&K'./5%$%=1'(%)'Q")5'g!;' –  ].<%#'^<5)0=5']%2.:%7'85#).>2'<2C'6]6'O')5<57"5T' #%'[7/'%Q:80$'E./')07=52' –  o.75'Q)%[#0E$5'&51?%)/2'#%'"25'02'0"/.57>5' 25=857#2'%7'l0>5E%%&'0/<5):2.7=' –  ;7<52#'.7'0'2%>.0$'85/.0'2#)0#5=1'#%'57=0=5' >%72"85)2'O'/).<5')5<57"5'?.#4%"#'85/.0' .7<52#857#'
  • 21. solutions •  g5#0.$5)2K'#%J/%'$.2#F' –  o0&5'280)#'>)%22J>40775$'' .7<52#857#2' Column1 –  6%775>#'?.#4'1%")' >%72"85)' –  ]$07'0450/'(%)' 9%>.0$' P.2Q$01' *+,*' -)>*%M# o%E.$5'
  • 22. thank you! LL'R024.7=#%7'9#)55#' 9".#5'c++' _)%%&$17T'NI',,*+,' UDsDV'*LMJ,,+D' ???C?5E$.j"./=)%"QC>%8' t?5E$.j"./'' !"#$%&'(&)$&*$+$)&,&-+.$/+01"23,$+,"345$6&-7$894"*$&3$$ :"6$;801<$%83)83$+3)$%+,8*<$:&,"0&+=$$ f")(&%%$c"2&#()*."5),*.(&1"5+(4*&),C(7&)8*c2F(&2%(!"#$%&'(Z? ]"--*),*K($2,#5%$2F(*[&-A#*.(%$.,5..*%($2(+C*(G*1$2&)K(A#*&.*(;$.$+6( 7>?@AA666=6"#.&'(&),08(?=48/A#.8,A6"#&3+0*A84-BCA$