can you afford not to be found? can you afford not to be found? your global virtual sales force us...
TRANSCRIPT
Can you afford not to be found?Can you afford not to be found?
Your Global Virtual Sales Force
US Department of CommerceFebruary 6, 2013
US Department of CommerceFebruary 6, 2013
Search Engines:
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17 year track record in a 17 year old industry
Who is this guy?
3
Adapt to survive Change models
4
The Search Engines are the Global OS of the Internet
Overseas markets are less competitive
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Fact: Your customer has changed
Dramatic consequences of a global behavioral change: a fast searchboxWeb sites / content that is not visible
for the SEs are rendered invisible for potential customers. Chrome.•Your #1Interface: SERPs
Your SERPs will act as your most cost effective marketing channel: spiders will drive targeted customers as they search for your products /services•Both B2B&B2C: how to stand out?
They are in charge
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Most important activity online (#1email?)
• Search is the #2 application (?) on the web; #3 is research. SM?
• 20-25% of searches: local.
• 50+% of visitors: International!
• Only 30 - 50% of results are “relevant”: An opportunity!
• Search is the #2 application (?) on the web; #3 is research. SM?
• 20-25% of searches: local.
• 50+% of visitors: International!
• Only 30 - 50% of results are “relevant”: An opportunity!
Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix
"Part of having a say is letting people find what you say”
Google: 3 billion
queries per day
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Ad Spending Growth Newsweek change
“Anywhere Economy”
87% of marketers have increased their online presence
in 2012
Force accelerator
Inertia vs. Supercharged
Small biz can afford
National/Global reach!
“Anywhere Economy”
87% of marketers have increased their online presence
in 2012
Force accelerator
Inertia vs. Supercharged
Small biz can afford
National/Global reach!Source: Deutsche Bank / Mediapost & Merrill Lynch
2002 – 2012: a clear break between targeted and mass media
Targeted media grows 3 – 20
times faster than generic.
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Leapfrogging competitors
Print circulation:
25 year low…
As this inequality
will balance
sooner or later, media
spending on online
advertising will
increase dramaticall
y
Print circulation:
25 year low…
As this inequality
will balance
sooner or later, media
spending on online
advertising will
increase dramaticall
y
Source: TNS Media Intelligence
There is a window of opportunity (Politico)
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SE-s: the Answer to “Sensory Overload”
Source: SAS Institute
Digital Data Tsunami/80% of photos: last 4 years/Opt-out living
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That’s where your customers are: the SERPs
Why are we talking aboutSEO/SEM/SOM?
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Modern Mobile Device Evolution
Source: comScore qSearch
First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad
Quarters After Launch
Glo
bal U
nit
Sh
ipm
en
ts
(000)
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SoLoMo driven planet Mobile
Source: comScore qSearch
First 13 Quarters Cumulative Global Android & iPhone Unit Shipments
Quarters After Launch
Glo
bal C
um
ula
tive U
nit
S
hip
men
ts (
MM
)
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Go International! 2Bn+ People
Source: Comscore
95% of the Web: 100 billion + Searches/Month*
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Planet Google: Data the new Oil
JandexJandex
BaiduBaidu
NaverNaver
SeznamSeznam
Power Map of the World’s information (like Standard Oil)
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Use it for What it was Invented for:
Google currently supports more than 40 languages in nearly 200 countries for keyword targeted campaigns.
Hungarian Icelandic Indonesian Latvian Polish Portuguese Romanian Russian Serbian Slovak Slovenian Tagalog
English Chinese (simplified) Chinese (traditional) Danish Dutch Finnish French German Italian Japanese Korean Norwegian
Reach People Throughout the World
Spanish Swedish Arabic Bulgarian Catalan Croatian Czech Danish Estonian Greek Hebrew Hindi
Turkish Ukrainian Urdu Vietnamese
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World Internet penetration
Source: Internet World Stats – www.internetworldstats.com/stats.htm
•60% of 500 Mn Twitter users are overseas
•Facebook: 100MN US, 900Mn+ overseas
% of population with Internet access
17 Source: comScore Custom Analysis
Google’s Reach + second tier
Total Unique Visitors
Google (search) 1 Bn
Yahoo (search) 240M
BING (MSN) (search) 180M
Ask network 128M
Europe: 91%Europe: 91%
Latin America: 92%Latin America: 92%
Asia Pacific: 88%Asia Pacific: 88%
#1 Content Network as well: 80% reach
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Most of 2 Bn i-users are in Asia
Source: comScore qSearch
% of all Internet users by region
January 2011
January 2013
(+.3)
(+.1)
(-.4)
(+.1)
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The “Big Rush” to Get Online: 6 Bn Mobile
Source: Internet World Stats – www.internetworldstats.com/stats.htm
Million Internet Users by Region, 2012
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What are you doing about this #1 Marketing Channel
Search Engine Optimization (SEO)& Search Engine Marketing (SEM)
& Social Media Optimization (SMO)
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What to do about this World Order?What is the World’s largest Academic inst.? #2 SE?
Control Your Digital Footprint
or someone else will…
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The Web from a marketing
standpoint:Performance
Action:“New” Media is Your businessThe Reverse Broadcast Model: 1 message vs. 5,000/day
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The Online Marketing PyramidTraditional mktg: lower ROI
Search Engine OptimizationSearch Engine Optimization
Social Media PresenceSocial Media Presence
Pay Per Click AdsPay Per Click Ads
BehavioralBehavioral
EmailEmail
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How? Evolution: “Garbage Production”?
1) AOL – email15 years: 277 Mn users. Fast, Relevant, requires attention
2) Google – SEs 10 years: 350 Mn (now 1 Bn) usersfirst Social Media!my question, must be true
3) Facebook – Social SE! 5 years: 500 Mn users (now 1Bn) real time, effortless, always on
Like LinkedIn in Asia
Killer Aps: Standing Out! GYM vs. GAF vs. local engines
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What is a SE? a database Brain Function of the web
Crawler (Spider, bot) Visits visible webpages Follows links Determines relevance of pages as it
copies them Index
Hierarchy of results, based on relevance
Algorithm The dynamic “engine” of results This is how SEs compete
The history of Google: a copy of the Net
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How 70-87% of clicks are delivered
Advertisements
Organic,
natural results
Source: Mediapost / Jupiter Research; ROI Research
Natural, organic, editorial and commercial- advertising links
60% of the users are unaware of the distinction. Search accounts for 49% of online purchases. ”FREEMIUM”
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Search Engine Optimization
Third party validation -Your Goal Increase your Revenues, utilizing
the web as your most targeted sales channel.
Lower Customer Acquisition Costs.
Increase Highly-Targeted Site Traffic.
Increase Purchase/Conversion Ratios.
Increase Web Visibility and Online Brand Recognition.
The most powerful marketing tool: editorial
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What is Search Engine Optimization?
Status quo baseline report sets the groundwork for the campaign. It allows a reference point for results reporting.
Extensive keyword analysis via a suite of keyword analytical tools – mission critical.
Page Level Optimization involves creating unique, keyword rich html tags and titles designed to increase keyword relevance. Designed for optimal results while minimizing
the risk of violating major search engine rules. It is done by techies sitting in dark rooms:
marketers speak a different language. It is an opportunity to dominate!
Link Popularity Building. The rules of engagement are dictated by the search engines. Don’t break those rules: the penalty is huge. BMW.de!
“Organic” links
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Typical optimization experience
Migration of hundreds of keywords to top 30 positions on the web’s major search engines.
10x, or greater, increase in Search Engine derived traffic.
Increased purchase / conversion ratios. ROI Focused Efforts = Increased Revenues. Recession-resistant marketing
”A gift that keeps on giving”.
Your keyword space is ripe for you to dominate
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Dominant trend: Search Related Ads
Advertisements
Commercially available results next to the natural ones – 1 out of 6 referrals comes from ads
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PPC Marketing: 95% Google, 60% Yahoo
Crossroads of Brand Communication and Direct Marketing.
Second best ROI (industry specific). Advantage: it is immediate. Bidding process can be much less
expensive when done with experience (Dutch auctions, game theory to maximize returns).
Testing is important: Dynamic titles, multiple creatives.
Buying and managing advertising links
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Compare SEO to PPC
SEOFree, unpredictable, unbiased, difficult to
achieve. PROS
Low costs (although front loaded). Results are more visible and more
relevant. Trusted, independently verified,
unbiased by an objective third-party. Provides a steady stream of traffic
over time. One time costs are frontloaded; once
pages are optimized for organic search, low ongoing maintenance fees make it cost-efficient.
Dynamic balance should be our goal
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Compare SEO to PPC
CONS It is difficult to do. Engine
requirements can be at odds with site design and architecture.
Organic results can be unfocused.
No control over specifics (which terms, how well they get ranked).
Relatively low control over your listing copy. Longer time horizon.
Dynamic balance should be our goal
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Compare SEO to PPC (Continued)
PPC (Deal Economy: Cost of Business)
Controlled, planned, every click costs money.
PROS Easy to do if you are willing to bid high. Allows planning traffic = sales forecast
using appropriate metrics. Opportunity for short term sales
campaigns, promotional fares etc. Can boost traffic significantly on a short
notice. Completely customized creative to meet
the needs of users. No risk. Safe all the way.
The most misunderstood channel – PPC: Micro-multinationals
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Compare SEO to PPC (Continued)
CONS It can be expensive (varies from
moderate to high costs).
Certain segments of online audience are not excited about commercial messages.
Click fraud (1 to 30%). Issue or non-issue?
Trojan programs imitating legitimate Google ads on sites.
Pay for every click – and quadruple sales
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SOM: Control the Noise / Buzz
Extension of your Customer Service Communication and Direct Marketing.
Cross-fertilizing platforms spread user generated content (Geo- and industry specific: YouTube / Facebook / Twitter / LinkedIn).
Same rules, chaotic environment: Social sucks up resources quickly because it is addictive.
Sentiment Analysis / Actionable data / KA (!)
Most intimate engagement / complaints vs. appreciation ratio
Your clients’ shoppers club
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Are you search result #2,123,298?A website on the bottom of search results
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B2B Content Mktg: Reverse engineering
83.5% of B2B marketers - up from the 71% a year earlier—Control Marketingprofs.com
Trends and Benchmarks for 2013
Content production volume change: reverse engineered demand capture
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Mobile: The New New Media
Totaled $7 billion last year, up
sharply from $750 mn in 2010 and
$141 million in 2009.
Total: $170Bn in 2012
Totaled $7 billion last year, up
sharply from $750 mn in 2010 and
$141 million in 2009.
Total: $170Bn in 2012
Source: PayPal
New Touchpoint: The Smartphone /Tablets: 50% of searches
Dramatic growth in mobile
spending over 3 years
•June 2012, CTIA found 131 million smartphones and wireless PDAs in active use -- 37% more than the year prior. 21.6 million wireless-enabled tablets, laptops.
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The Strength of Networks
As the number of the nodes increases, the full strength of the network increases more rapidly.
Build Your Digital Eco-System
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A Case study
Piascik.com
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Their website on top……of the SE results
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The Results: a vibrant search presence
Over 300 top level positions on major SEs
Present in 49 countries (over 5X increase)
Diversify customer base Act as a truly global player (always
online) without having 49 offices Full implementation of content
marketingIncreasingly competitive environment
Source: ActiveMedia Reports,
Gradually entering different markets
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Disruptive Technology
Online Reputation Management:Control your digital footprint –Define your personal brand
Explosive results
