The document discusses Position2's marketing strategies focused on customer engagement through data-driven online behavior analysis and various marketing solutions for brand management. It highlights case studies of clients from different sectors, showcasing the effectiveness of their techniques in improving web traffic, lead generation, and reducing marketing costs through custom strategies. The emphasis is on maximizing customer interaction at all touchpoints throughout the buying process.

1. Rajiv Parikh, CEO, Position 2 , Inc [email_address] 800-725-5507 www.Position2.com

4. Need Search Consider Buy 12 months ago

5. Need Search Consider Buy Today

6. How do you keep your customer engaged at every touchpoint of the buying process?

7. An approach that maximizes customer response through a data-driven understanding of online behavior that predicts intent and drives action through a dynamic combination of search and social media marketing . Surround & Intent Marketing

8. Surround & Intent Marketing Solutions to Common Marketing Challenges in Online Brand Management & Customer Acquisition

9. 24x7 brand reputation tracking and management system Brand Defender TM Manages customer interactions across multiple online channels Brand Touchpoint Manager TM Optimizes press releases for maximum ROI and coverage PR Maximizer TM 39-point diagnostic website audit for search & marketing effectiveness Website Calibrator TM

10. Leads from search & display channels optimized for price, volume & quality Performance Leads TM Leads from social & display channels optimized for price, volume & quality Social Leads TM Calibrates online acquisition parameters for new programs Trial Calibrator TM Optimizes & tracks your website for organic leads or lead-driven goals Organic Rank Optimizer TM

11. Brands masked, and data indexed All examples during 2008 & 2009 Laptop manufacturer Online travel/vacation service Financial services B2B marketing services & software provider

12. Our client: a leading brand in the laptop/notebooks market Crowded market with no/low brand differentiation Diminishing returns from search marketing Customers seeking ‘brand assurance’ from other non-commercial channels

13. For both individual as well as business buyers, we conducted research to Understand keywords used in search/evaluation Understand sites visited when considering a purchase

14. 12 key laptop/technology review sites Social networking – Twitter, Orkut, YouTube, Facebook Custom Facebook application Two sets of keywords for business & consumer segments Keywords aligned around new product features Creative/messaging developed around these venues, with separate bidding strategies Primarily focused around consumer segment Integrated Facebook and online video with a viral seeding effort Brand Touchpoint Manager Performance Leads Social Leads

15. Web Traffic: +19% Leads: +74% Social Media share of voice: +236% Costs: -39%

16. Our client: a large travel operator who had launched a new online service Late entrant, unknown online brand, competing against giants in a crowded market Key issues Need to build brand presence Negative publicity as a result of a previous promotion Expensive search marketing as result of massive overbids by competitors

17. Mapped purchase cycle to keywords & costs over a statistically significant period High-performance keywords generated unprofitable leads No feedback mechanism in their marketing-communications strategy Search results & blogs were filled with negative results

18. Rapid-response system was set up to (a) deal with negative comments in real time, and (b) highlight positive comments Focused budgets on a newly generated set of keywords associated with higher value conversion probability Re-architected site based on high margin contributors Brand Defender Performance Leads Website Calibrator

19. Direct Web Traffic: +164% Leads: +368% Cost per lead: -62% SE Web Traffic: +750%

20. Our client: a consumer finance firm that specializes in debt consolidation and restructuring delivered solely as an online service. Competition from large banks & financial institutions with a retail presence and existing customer relationships Exploding CPLs, and rapid sales cycle (2 weeks) Role for customer acquisition: build trust create a dialog start a new relationship.

21. Negative comments lead to almost instant disqualification from the considered set Massive reliance on trusted review sites – with direct impact on the sales cycle Lots of unqualified ‘tire-kickers’ also in the market – and needed to be identified early in the process

22. Strategically addressed negative comments posted by competitors Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile. Brand Defender PR Maximizer Performance Leads Brand Touchpoint Manager

23. Web Traffic: +136% Share of voice: +380% Cost per lead: -14% Press mentions: +262%

24. Clutter of brands No perceived or real differentiation No presence in critical “objective” touchpoints Unable to drive cost-effective leads

25. Buyers, especially in this segment, seek education and practical solutions - not just branding and awareness Active users of social media sites Multiple stakeholders in the buying process New model developed for forecasting lead-to-customer cycle

26. Launched campaigns across email, newsletters, banner, CPA, search, sponsorships On and off-site optimization for 10 golden keywords Engaged with top review and whitepaper sites for product review Trial Calibrator Organic Rank Optimizer Brand Touchpoint Manager

27. Web Traffic: +244% Leads: +621% Cost per lead: -74%

28. Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process Improves the overall productivity of your online marketing

29. US Toll-Free: +1 (800) 725-5507 [email_address] www.Position2.com