harness the power of online marketing
DESCRIPTION
HARNESS THE POWER OF ONLINE MARKETING. DRIVING SUCCESS WITH DIGITAL MARKETING. TRENDS TO WATCH FOR. 20.3M Canadians have a MOBILE PHONE 6.6M have a SMARTPHONE. Mobile. Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011. Geolocation. - PowerPoint PPT PresentationTRANSCRIPT
HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING
DRIVING SUCCESSDRIVING SUCCESSWITH DIGITAL MARKETINGWITH DIGITAL MARKETING
TRENDS TO TRENDS TO WATCH FORWATCH FOR
20.3M Canadians have a MOBILE PHONE
6.6M have a SMARTPHONE
Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011
Mobile
Source: Ipsos Reid, May 2011
63% look for stores/restaurants 4.4 times a month
more than 40% research products and prices on their mobile phone
Geolocation
Source: Facebook Source, SME Research Media U&A 2011
30% of SMEs use social media
21.5M Facebook Profiles
Social Media
23% of Canadians have purchased a daily deal
$26M worth of deals were sold in Canada…in June alone…
BUY
Group Buying
SIMPLE TACTICS SIMPLE TACTICS THAT WORKTHAT WORK
Current users: Plan to continue using (net likely)
Newcomers: Plan to begin using media (very likely)
Current Media Usage
% SMEs Planning To Use Online Media
Opening Hours
Contact Info
Maps
Photos & Videos
UP-TO-DATE & RICH CONTENT
Update Your Website
54% of small businesses update their sites less than once a
month
Only 2% of small businesses update their
sites more than 5 times a month…
…and saw 300% more traffic than those who update their site
less frequentlySource: SiteKreator via ReadWriteWeb 2011
« The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC)
SME Result
MY BUSINESS
Get Found
SEO
SEM
Added a Phone Number =
+30% number of Calls
2
Optimize keyword in URL =
-33% Cost Per Call
1
Yellow Pages Case StudiesTM
Your Business
Be Social
Chat Forum
Blog
Tom Bihn – SME Success Story
SOMETIMES IT WORKS…
SOMETIMES IT DOESN’T
Group Buying
Test, Track, Analyze & Action
WEBSITEUpdated 5x my website and saw
an increase of 300% in traffic
SEMOptimized keyword
and got 30% more calls
What’s my Cost per Lead?
How many Calls became Sales?
How much am I spending?
SOCIALI tested a campaign on Facebook
and I have 90 additional fans
Did You Get What You Paid For?
Speak to over 9.2M unique visitors
Speak to over 9.2M unique visitors
1 in 2 Canadians use
our directory
1 in 2 Canadians use
our directory
24M Canadians expect a website
24M Canadians expect a website
Capture share of 3.7B searches
online every month
Capture share of 3.7B searches
online every month
UNDERSTANDING ONLINE BEHAVIORUNDERSTANDING ONLINE BEHAVIOR& & GROWINGGROWING YOUR BUSINESS YOUR BUSINESS
WHO WE ARE WHO WE ARE
26
UNDERSTANDINGUNDERSTANDINGUSER BEHAVIOURUSER BEHAVIOUR
Search is…
The connection between intent and content
User Behaviour
The 5 foundations of Search Marketing:
•Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
User Behaviour
User Behaviour
The 5 foundations of Search Marketing:
Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience
User Behaviour
The 5 foundations of Search Marketing:•Right Message•Right Person•Right Place•Right Time•Right Experience
Search Behaviour: Search Patterns on Major Engines
Google Live Yahoo
Search Behaviour: Search Patterns on Major Engines
Source- Eye Tracking II: Enquiro
Search is…
The connection between intent and content
User Behaviour
Search is…
The connection between intent and content
Intent = Keywords
User Behaviour
Semantic Mapping in Search
Reviews
Consumer Reviews
TestimonialsSLR5 Megapixel
Canon Kodak
Nikon
SonySmall Size Easy to Use
“Digital Camera”
Digital Camera
“until I find you john irving”
Contentmatched
intent
Contentmatched
intent
“until I find you john irving”
Personalized Results
18.91
40.4
20.57
40.95
15
55.56
0
10
20
30
40
50
60
Non Personalized Personalized
% of Time Spent % of Fixations % of Clicks
• Organic listings 3, 4 and 5 personalized
• Study of 16 individuals
• Tracked History from a previous session
• Provided listings based both on past clickstream and assumed place in buying funnel
The Area of Greatest Promise ?
% Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
Would you usethe searchengine tolaunch a
similar query
Would you usethe searchengine for
other queries
Would yourecommend thesearch engine
to a friend
Would youmake the
search engineyour preferredsearch engine
Good Ad Bad Ad
How Important is the Area of Greatest Promise?
Enquiro Microsoft Ad Relevance Test
How Important is the Area of Greatest Promise?
Enquiro Microsoft Ad Relevance Test
% Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
Would you usethe searchengine tolaunch a
similar query
Would you usethe searchengine for
other queries
Would yourecommend thesearch engine
to a friend
Would youmake the
search engineyour preferredsearch engine
Good Ad Bad Ad
44
SEO & SEMSEO & SEM
Search is…
The connection between intent and content
Intent = Keywords
User Behaviour
KeywordsBrainstorm
Internal Search Function
Search Engine Referrals
Competitors
Natural Language
Social Networks, Blogs, News
Let’s Talk About Spiders
Let’s Talk About Spiders
1.Content
2.Content
3.Content
3 Keys To SEO
1.ContentCreate as much as possible
2.ContentUnlock the content you haveShare it with the world through linking
3.ContentKeep creating more
3 Keys To SEO
•Articles
•Blogs
•Corporate Info
• Images
•Video
•Press Releases
•Podcasts
•Webinars
•Whitepapers
•Microsites
•Promotions
Content is...
1.Test
2.Test
3.Test
3 Keys To SEM
1.TestYou’re your targeting
2.TestYour ad copy and landing pages
3.TestKeep testing
3 Keys To SEM
•Understand your target market•Attract a qualified audience•Coach the click•Allow visitors to convert in a way that is natural to them
•Monitor performance to enable continuous improvement
Paid Search Best Practices
•Write ad copy to match intent•Use keywords (remember semantic mapping)•Test different ad copy•Landing Pages match the ad
Paid Search Best Practices
•Not understanding intent•Not using the same language as your target market
•Basic optimization not done (SEO)•Landing pages too generic or not giving the user what they want
Top 10 Mistakes…
•No analytics or not capturing the right information (i.e. cookies not set to buying cycle)
•Broadly defined ad-groups•Set it and forget mentality
Top 10 Mistakes…
•Focused on click metrics instead of conversion metrics
•Not doing day-parting and geo-targeting•Big 3 blindness
Top 10 Mistakes…
HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING