Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising


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Overview of all the online marketing channels (SEO, SEM PPC Paid search, Display Advertising, Social media Marketing, Mobile Advertising) that are available to companies and how to use them.

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Integrated Marketing, SEO, Paid Search, Social Media, Online Advertising

  1. 1. It’s 2008, do you know where your online marketing strategy is?
  2. 2. What about online marketing?
  3. 3. Customers’ Use of Channels (% of customers who looked for or purchased something previously seen in another channel) Source: & RR Donnelley 26% Store Catalog Online 26% 39% 68% 25% 22%
  4. 4. Catalog’s Hidden ROI Catalog Store Online 68% 26% Shop Buy Base: Received Catalog Source: & RR Donnelley
  5. 5. % Online customers who looked for or purchased item today, previously seen in catalog Base: Received Catalog Source: & RR Donnelley
  6. 6. Online Customers: Catalog Drives Spending Base: Received Catalog <ul><li>Composed of: </li></ul><ul><li>26% greater shopping frequency </li></ul><ul><li>11% higher average amount spent </li></ul>Annual Amount Spent, Online $ Source: & RR Donnelley
  7. 7. Customers Consume Online Media
  8. 8. What does this mean for your business?
  9. 9. Customers use all channels – so should you
  10. 10. Search Marketing
  11. 11. Search helps your brand <ul><li>IAB / Nielsen//NetRatings study concluded sponsored text ads in the top position lifted unaided brand awareness by 27% </li></ul>Source: Interactive Advertising Bureau and Nielsen//NetRatings (June 25, 2007) Unaided Brand Awareness lift, by % above Search / Content control page Search 1 st ad +27% Search 5 th ad +14% Content +19%
  12. 12. Search is preferred by your customers Search engine Manufacturer’s website Colleague Blog review Content website Magazine/Trade publication Manufacturer’s email Trade show Online retailer Local retailer Community websites E-mail newsletter Manufacture’s Blog IAB Engagement studies 2007 First Choice Total Choice RESEARCH/ENGAGEMENT CONSIDERATION/ COMPARISON PURCHASE
  13. 13. % Gathered Information They use it time and again <ul><li>Be there at each stage </li></ul><ul><li>Do you know when & where your audience is purchasing? </li></ul><ul><li>Are you rotating ads based on searches? </li></ul><ul><li>Do you use keyword insertion to customize product ads in Google, Yahoo and MSN? </li></ul>Source: Long & Winding Road It’s not a funnel! 63% First began researching 57% Narrowing down options 42% Deciding where to buy 51% Making final decision Mean # Sources Used 2.8 2.7 2.8 2.5
  14. 14. When 1+1 = 3: SEO & PPC
  15. 15. Why Search? <ul><li>Your first ad dollar spent should be in Search! </li></ul><ul><li>Search is the best opportunity to engage “intent-driven” prospects who have self-identified their category, brand and/or product interest </li></ul><ul><ul><li>Search is relevant to your target audience </li></ul></ul><ul><ul><li>Search can be used as a branding tool </li></ul></ul><ul><ul><li>Search has high penetration in all markets </li></ul></ul>
  16. 16. <ul><li>Don’t just spend, spend wisely </li></ul><ul><ul><li>Competitive analysis </li></ul></ul><ul><ul><li>Pre-launch optimization (SEO, PPC) </li></ul></ul><ul><ul><li>Creative & offer testing </li></ul></ul><ul><ul><li>Website optimization & analysis </li></ul></ul><ul><ul><li>Targeting: Geotarget, dayparting, etc </li></ul></ul><ul><ul><li>Multichannel analytics </li></ul></ul><ul><li>With minimal effort, improve performance by 20-30% </li></ul>What can you do with search?
  17. 17. Social Media Marketing
  18. 18. Why has social media exploded?
  19. 19. Why has social media exploded?
  20. 20. <ul><li>Because it works! </li></ul><ul><ul><li>7% increase in word of mouth advocacy unlocks 1% additional company growth </li></ul></ul><ul><ul><li>2% reduction in negative word of mouth boosts sales growth by 1% </li></ul></ul><ul><li>Results, for the average company: </li></ul><ul><ul><li>1% increase in WOM advocacy = $16M extra sales </li></ul></ul><ul><ul><li>1% reduction in negative WOM = $49M in additional sales </li></ul></ul>Why Social Media Marketing?
  21. 21. Business Adoption of Web 2.0 Tools
  22. 22. What can you do? <ul><li>POST Method </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Only then technology </li></ul></ul><ul><li>If applicable: </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Talking </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><ul><li>Embracing </li></ul></ul>Source: Forrester Methodology
  23. 23. Online Advertising
  24. 24. When 1+1 = 3: Online Display and Search
  25. 25. Local marketing Targeted Campaigns Portals Sales Social Media Advertising Effective Channels to Test Contextual
  26. 26. Online Advertising – Best Practices <ul><li>Online Advertising is effective when </li></ul><ul><ul><li>Media is well selected </li></ul></ul><ul><ul><li>Messaging is differentiated </li></ul></ul><ul><ul><li>Tracking is in place </li></ul></ul><ul><ul><li>Offer is easy to act on </li></ul></ul>
  27. 27. Mobile Marketing
  28. 28. Mobile Marketing Mobile Marketing does not stand alone; it enhances traditional channels
  29. 29. Mobile Marketing – Integrate with your catalog Receives catalog Sends TXT Short Code Receives thank you email & link to order form with coupon Receives thank you txt To: 25555 Order now From: Thank you, we have sent you an email to place the order or visit this page now
  30. 30. Who is e-Storm?
  31. 31. What we do? <ul><li>Interactive marketing </li></ul><ul><ul><li>Search marketing – SEO & Paid Search </li></ul></ul><ul><ul><li>Online advertising </li></ul></ul><ul><ul><li>Social media marketing </li></ul></ul><ul><ul><li>Mobile marketing </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><li>10 years proven interactive marketing agency </li></ul><ul><li>Helped 100 companies in 3 continents (N. America, Europe, Asia) </li></ul>
  32. 32. A Few of Our Clients
  33. 33. William Gaultier tel.: 415-352-1200 william at Thank You! Jai Decker tel.: 415-352-1200 jai at