Statstics can help us identify points of change that generate opportunities… and besides, I LOVE stats, don’t you?
According to the Kelsey Group (March 2010), 90% of respondents say they use search engines for research before making major and midrange purchases. 48% use Internet Yellow Pages. 42% use comparison shopping sites. 24% use vertical sites. Read more: http://www.smallbusinesssem.com/two-more-studies-confirm-people-research-online-buy-locally/2901/#ixzz0iPWvAsEQ
Local searches are happening in places and on devices most of us aren’t even thinking about. Check out UBL.org
Beginning with the wide business adoption of the Blackberry, web enabled cell phones took a giant leap forward with the release of Apple’s iPhone. Google’s Android and many other options now provide a deep and solid base of choices across all price points.
1.2 million new users per month in India. Cell phone adoption in the US is already >50%.
Tell google that your website is available to mobile browsers
Use .m, iPhone or other cell –friendly indicators to let viewers know your site is available in a mobile browser.
Companies such as UBL manage your local listings
Search marketing - Gillian Muessig (SEOmoz)
How Search is Evolving & How to Keep Up
SEO is Still About Building Content Geared Towards Searcher's Interests
The PPC / SEO Disconnect - Eye Tracking Data Source: Enquiro
The PPC/SEO Disconnect <ul><li>PPC spend = 92% of Internet marketing dollars </li></ul><ul><li><10% of all clicks are made on PPC ads </li></ul><ul><li>Organic clicks yield >90% of all traffic </li></ul><ul><li>8% of all SEM spend is spent on SEO </li></ul>
Social Media comprises the top 10 most popular searches in the world
Top Social Networking Sites in India 281 1,550 407 Shtyle.fm 233 1,807 542 Yahoo! Buzz 89 2,960 1,562 Ibibo.com 81 3,206 1,767 Zedge.net N/A 3,267 N/A LinkedIn.com 239 3,341 984 Twitter N/A 3,507 N/A Yahoo! Pulse 3 4,432 4,292 Bharatstudent.com 16 19,871 17,069 Orkut 179 20,873 7,472 Facebook.com 43 33,158 23,255 Social Networking 13 39,562 35,028 Total Internet : Total Audience % Change Jul 2010 Jul 2009 Total Unique Visitors (000) Total India - Age 15+, Home & Work Source: comScore Media Metrix
Online Marketing With Offline Conversions <ul><li>~$917 billion worth of retail sales last year were “web-influenced” </li></ul><ul><li>Online + web-influenced offline sales = 42% of total retail sales </li></ul><ul><li>By 2014, the web will influence = 53% </li></ul>Forrester Research March 2010
The Future of Search Marketing Gillian Muessig – August 2010
What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. With whom </li></ul><ul><li>What deals make them move/change </li></ul><ul><li>Their interests </li></ul><ul><li>Their purchasing ability </li></ul><ul><li>Daily, weekly, monthly buying patterns </li></ul><ul><li>That your customer searched for your product </li></ul><ul><li>Whether they exercise, drink tea, smoke have trouble sleeping, work 2 jobs… </li></ul>
Personalization by Default Only one chance at a 1 st impression
We Trust Each Other We Don’t Trust Mega-Corp <ul><li>14% say they generally trust ads </li></ul><ul><li>74% say they generally trust peers </li></ul><ul><ul><li>This is especially true of health related issues </li></ul></ul>