trends in online marketing
DESCRIPTION
Presentation to the 2014 NEPCA Winter ConferenceTRANSCRIPT
Trends in Online Marketing
January 28th, 201415th Annual Winter ConferencePresented by: James Basbas & Tony Matos
A little about Altos…
• Located in Bedford, NH• 11 years in business• Degreed designers, developers, writers &
marketing professionals on staff• Over 150 clients• Broad portfolio of work• Manage over $250,000 in online advertising
A few of our clients…
Where are we going today?
• Online Marketing Trends• Email Marketing• Search Engine Marketing• Mobile
• Qualified, interested customer
• Customer is in a “buy” mode
• Targeting
• Reporting
• Ability to Test/Modify
Vs. Traditional Advertising
Search Advertising
Display Advertising
Search• Target users while actively searching• Highly targeted• Geographically targeted
Display• Visual advertising• Demographically targeted
Search vs. Display
AdWords
Why Google?
Who advertises on Google?
Building a targeted campaign
1. Keyword Analysis
2. Focused Landing Pages
3. Develop Advertising text/images
4. Monitor Campaigns, adjusting bid amounts,
keywords, ads to obtain maximum effectiveness
5. Optimize, Optimize, Optimize
Key Steps
Adwords Reporting
/ =
$1,500 750/ $2=
The value of a click…
TotalCost
Total Clicks
Cost Per Click
/ =
$1,500 75/ $20=
The value of a conversion…
TotalCost
Total Conversion
Cost Per Conversion
Mobile
Mobile Ad Spending
Benefits
• Segment your list and target customers• Learn from your customers• Stay top of mind• Drive Sales• Build Loyalty• Metrics
Metrics
Search Engine Optimization
1. Online advertising is growing.
2. Customers are looking for you online.
3. Tools are available to help those customers find
you.
4. Online advertising = targeted & cost effective.
5. Online advertising = piece of your marketing plan.
5 Key Take-aways
Thank Youview presentation: AltosMarketing.com/nepca