marcus le clair - engaging effectively in the digital age
TRANSCRIPT
WHAT DOES IT MEAN TO ENGAGING EFFECTIVELY IN THE DIGITAL AGE?
it means you can tap into the individuals amongst a sea of global people…looking to engage with you
Google Confidential and Proprietary 3
…and because search Is a core behavior, it only makes sense to start here with
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…findability…relevancy…credibility
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how are you dealing with multiple conversations?
Google Confidential and Proprietary
13 HOURS
The amount of video uploaded
to YouTube every minute.
by using video as part of your paid search campaign you can leverage your TV commercials and
other digital video assets
think about driving your paid search campaignto a twitter feed to increase consumer reach
think about driving your paid search campaignto a twitter feed to increase consumer reach
why…because there are 3,000,000 conversations a day on twitter
with consumers searching for
everything
&
50% of web traffic will come via mobile
devices within 3 yrs
so
think mobile search as part of your search
campaign to tap into the mobile consumer
consider social media as part of your paid search campaign
…it allows youto talk about productsand encourage consumers to be brand ambassador
why do it…because
if it was a country, it would be the8th largest country in the world
search engines are finally able to
understand the actual content of a page
so
ensure your search planning is thinking
about this next evolution
HTML5 is already here and it is changing the
seo world forever
sure there are a lot of moving parts…but it all works together
Are you having a
huh?
WTFmoment?
don’t think of this like another marketing
channel…consider
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it this way…by understanding the market… search becomes more targeted…
…and by understanding how consumers talk about a product
…search can transform language into a map of
customer interest & intent
WHY SHOULD I CARE?
because being #1 matters
and, dear friend…search is a force to be reckoned with!
and if you don’t plan it right…your competitors most likely are!
but it is easy…search planning
is just like sex
whoare you trying to do it with
whenare you most likely to be
able to do it
wherewill it have the most effect
how are you going to do it so
they remember it
how muchis it going to cost
so, here’s what you need to do:
define your search strategy first…look at all the options
hope is not really a strategy
Stop thinking search campaigns…start thinking search conversations
conversations are happening on twitter, social and mobile…so remember
"A bad experience can result in onecustomer telling nine other people
about that experience, whereas whenit is a great experience, they are likely
to tell five other people.“
Gap Busters Worldwide - Customer Experience Survey
and never forget the basic rules
1. collaboration
make sure your seo & paid search are working together
2. connected
make sure you are considering & leveraging all the available digital mediums
3. offline media
67% of Online Search is triggered by offline media, so ensure you are leveraging offline media to maximize consumer engagement
61% of respondents watch TV while using the Internet
30% of online searches are triggered by magazine ads
17% of online searches are triggered by radio ads
Source US: iProspect “Offline channel influence on Online Search Behavior
4. measure
metrics should map to goals. period.
CASE STUDY
the challenge
needed to apply the campaign strategies and tactics that proved highly effective
for the US MCR program to the new UK Coke Zone program –and achieve comparable results quickly
the solution
took best practices &
benchmarks from the US program and applied
them to the UK program focusing on:
1. ensured SEO, mobile search & content
networks were properly leveraged
2. strategically bid upon similar intent terms
3. applying consistent messaging from
traditional media
4. tested landing pages to increased conversion
the result
delivered the coke zone results much faster than before
+347% registrations
-30% cost-per–registration
decreased time to launch by 50%exceeded CPA targets by 43%reach volume goals in 1/3 less time
now go out there and make it happen
