www.interactivereturn.com search marketing for the drinks industry presented by martin murray ceo,...
TRANSCRIPT
www.interactivereturn.com
Search Marketing for the Drinks Industry
Presented by Martin MurrayCEO, Interactive Return
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Agenda
• Search Marketing Experience in the Drinks Industry
• The Regulatory Environment
• Search Marketing Challenges
• Search Marketing Successes
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Diageo Global Brands
GuinnessJohnnieWalkerSmirnoff
CuervoCaptainMorganJ&B
Baileys
Tanqueray
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Industry Regulatory Bodies
• The Century Council
• Distilled Spirits Council of the United States
• The European Forum for Responsible Drinking
• The Portman Group
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Ethical Marketing GuidelinesPromotional activity should not:
• Have the alcoholic strength as a dominant theme
• Encourage immoderate consumption
• Incorporate images of people under 25 years of age
• Suggest any association with– anti-social behaviour– illicit drugs– Sexual success– Social success or popularity– Enhanced mental or physical capabilities
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Diageo Code of Marketing Practice for Alcohol Beverages
“Special attention must be paid to code clearance for brand website and promotional activities on the internet, because they are global media.”
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Google’s Content Policy
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Sponsored Listings for Wine is permitted
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No Sponsored Listings for beer and spirits
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Yahoo permits alcohol advertising
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Age Verification Page
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Responsible Drinking MessagesThroughout Website Content
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Use of non-Retailing Promotional Material
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Search Marketing Vs. Branding Objectives
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Search Marketing Techniques
• Organic Search Engine Optimisation– Content– Link Building– Site Architecture
• Sponsored Listings (where possible)• Blogs and Newsletters• Integration with offline marketing• Adherence to ethical marketing guidelines
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Successes
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More Successes
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This is the slide that our Sales Director said I had to show or else I can’t collect my travel expenses.
• Search Marketing Agency since 1999.
• Working with clients in the US and Europe
• Deliver really effective organic and sponsored listings search marketing campaigns for global corporations, governmental organisations and small to medium enterprises