search marketing summit, india, john barron marketing mix 4

11
IN-HOUSE SEARCH MARKETING MIX AND BUDGET ISSUES By John Barron and Ian McAnerin

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Search Marketing Summit, India, John Barron Marketing mix 4

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Page 1: Search Marketing Summit, India, John Barron Marketing mix 4

IN-HOUSE SEARCH MARKETING MIX

AND BUDGET ISSUES

By John Barron and Ian McAnerin

Page 2: Search Marketing Summit, India, John Barron Marketing mix 4

PPC vs. SEOAccording to a new study by Engine Ready, based on traffic to 26 e-retail sites in a 12-month period that ended June 30, visitors

who arrive at a retailer's site from paid search ads are 50% more likely to buy than those who come from clicking on a natural search link. The conversion rate from paid search is 2.03% versus 1.26% from organic search, according to the study as reported

by Internet Retailer.

Page 3: Search Marketing Summit, India, John Barron Marketing mix 4
Page 4: Search Marketing Summit, India, John Barron Marketing mix 4

Old vs. New vs. Very New1.Old Way of Consuming Media

• Print (newspaper, radio, brochures, outdoor)

• Television (broadcast tv)

• Radio

2.New Way of Consuming Media

• All of the above plus:

• Websites (content sites, search engines)

• Cable

A Quick Picture

Page 5: Search Marketing Summit, India, John Barron Marketing mix 4

Old vs. New vs. Very New

3.New, New Way

• All of the above, plus

• Online video

• Mobil/tablets

• Alternative online networks (FB)

• Digital printing

• Digital radio

4.Amount of Hours Added To Day?

• 0

• Websites (content sites, search engines)

5.New, New Way

A Quick Picture

Page 6: Search Marketing Summit, India, John Barron Marketing mix 4

Marketing Steps

1.Ask The Right Questions

2.Who Is Your Market

• Demographics/psychographics

• Where do they consume content content (where do they live?)

• Offline vs. online

• What are the trends?

• Phone directories vs. local search

• Newspaper vs. display networks

Essential Tasks

Page 7: Search Marketing Summit, India, John Barron Marketing mix 4

Marketing Steps

3.Where Do You Find Answers

• Research Companies (TNS India, Kadence)

• Competitors (not always right)

• Customers

• Personal interviews

• Online surveys

• Facebook

Essential Tasks

Page 8: Search Marketing Summit, India, John Barron Marketing mix 4

Marketing Steps

3.What Are Your Objectives?

• This is not “make more money”

• Find the easiest path

• New markets

• Increase average sale

• Increase conversion rates

• Launch new products or locations

Essential Tasks

Page 9: Search Marketing Summit, India, John Barron Marketing mix 4

Implementation

1.Establish Goals

• You already have the plan

• ROI/share of voice

• Build in your kpi’s, analytics

• IPMomentum

2.The Unexpected

• Conklyns in DC moves to Baltimore

• 300%-400% ROI in DC

• 50%-100% ROI in Baltimore

Budget

Page 10: Search Marketing Summit, India, John Barron Marketing mix 4

Summary

1.Who Is Your Market?

2.What Are Your Objectives?

3.Plan Your Budget and Projections

4.Implement

5.Monitor and Adjust

Recap

Page 11: Search Marketing Summit, India, John Barron Marketing mix 4

Some Industries1.Online Retail

• All online

• Branding still required

2.Real Estate

• Local pushes destination

• National pushes service

3.Law Firms and Insurance

4.Tourism

5.Plan Your Budget and Projections

6.Make The Pitch, Implement?

7.Monitor and Adjust

8.General

• Online retail

• Local or National Real Estate

Food For Thought