Search Marketing Summit, India, John Barron Marketing mix 4
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Transcript of Search Marketing Summit, India, John Barron Marketing mix 4
IN-HOUSE SEARCH MARKETING MIX
AND BUDGET ISSUES
By John Barron and Ian McAnerin
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.
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
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
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
Marketing Steps
3.Where Do You Find Answers
• Research Companies (TNS India, Kadence)
• Competitors (not always right)
• Customers
• Personal interviews
• Online surveys
Essential Tasks
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
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
Summary
1.Who Is Your Market?
2.What Are Your Objectives?
3.Plan Your Budget and Projections
4.Implement
5.Monitor and Adjust
Recap
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