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The Future Of Digital Marketing, Search & Social Marketing

Traffic Builders | Pushing Marketing Boundaries
Traffic Builders | Pushing Marketing Boundaries
Traffic Builders | Pushing Marketing BoundariesDutch-based search engine marketing agency at Traffic Builders | Pushing Marketing Boundaries

Future of Digital Marketing. Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation. In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.

The Future Of Digital Marketing, Search & Social Marketing

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Digital Marketing The Future of  Wolter Tjeenk Willink
INTRODUCTION
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The Future Of Digital Marketing, Search & Social Marketing

  • 1.  
  • 2. Digital Marketing The Future of Wolter Tjeenk Willink
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  • 10. ONLINE MARKETING FACTS & FIGURES
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  • 29. EXAMPLE CASE 1: THE LONG TAIL Total search volume Number of unique search phrases Low High High High number of competitors and direct conversions per search phrase at high costs per conversion The Long Tail in search engine marketing Low number of competitors and direct conversions per search phrase, but high long-term ROI contribution and low cost per conversion
  • 30. EXAMPLE CASE 1: THE LONG TAIL Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage “ Mortgage quote” “ Buying a house” “ Having a baby” “ Carp fishing tips” “ Bicycle routes”
  • 31. EXAMPLE CASE 1: THE LONG TAIL We should also be here (branding, long-term) Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage We are here (transactional, short-term)
  • 32. EXAMPLE CASE 2: TRACKING ROI Online advertisers Offline sales & cross-media Track effect of Search on offline conversions, ROI contribution within online cross-media strategies, etc. Branding & Customer Lifetime Value Track online/offline cross-media contribution to branding and ROI Online direct response / ROI Track views, clicks, CTR%, whitepaper downloads, online sales, etc. Direct reponse within the same user session or max. 30-day period.
  • 33. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Direct response in Search Engine Marketing accounts for just 17% of total sales! Also: 30% of all internet users delete 1 st and 3 rd party cookies regularly!
  • 34. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Calculating real conversion worth per euro based on attribution of Latent sales , Cookie deletion correction and offline sales . Tracked conversion worth Real conversion worth
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  • 51. END
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