Staying Competitive in 2010
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STAYING COMPETITIVE IN 2010
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Seeing your brand through the eyes of a search engine
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ADVOCACYAFFINITYAWARENESS
Enga
gem
ent
Volume &Brand Control
Participation
Effort & Cost Low Effort & Cost High
Visits
Impressi
ons
Time on Si
te
Purchase
Comments
Ratings
Bookmarks
Blog Post
Upload
Involvement Interaction Influence Intimacy
Paul’s Tip: Create a framework to measure engagement
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INTEGRATED DIGITAL MARKETING:STAYING COMPETITIVE IN 2010
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• 2009: the year that was…
• To be competitive in 2010:
1. Integrate your marketing 2. Flex and adapt to change3. Try one new thing
PRESENTATION GOALS
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2009:THE YEAR THAT WAS...
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A LANDMARK FOR DIGITAL...
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% Share of total Ad Revenues, H1 2009Source: Internet Advertising Bureau / PricewaterhouseCoopers
“INTERNET” ACCOUNTS FOR 24% OF £7.46bn REVENUE
Total advertisingexpenditure
£7.46bn
“INTERNET” ACCOUNTS FOR 24% OF £7.46bn REVENUE
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PAID SEARCH COMPRISES 63% of £1.75bn ‘ONLINE’
% Share of total ‘Online’ Revenues, H1 2009Source: Internet Advertising Bureau / PricewaterhouseCoopers
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SEARCH CONTINUES PATTERN OF GROWTH
Overall spend on Search (£m)Source: Internet Advertising Bureau / PricewaterhouseCoopers
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January 23rd
FebruaryMarchJune, 1st July, 29th AugustSeptemberOct 22nd, AMOct 22nd, PM OctoberOctoberNovemberNovember
Britain enters recessionTwitter begins assault on public consciousnessMatt Cutts confirms ‘Vince’ updateMicrosoft launches BingMicrosoft announces partnership with YahooGoogle’s ‘Caffeine’ in testingGoogle Wave gets underway in betaMicrosoft announces Twitter partnershipGoogle announces Twitter partnershipWindows 7 releasedBeta release of Google Social Search Google give public debut of Chrome OSAdmob bought by Google for $750m (it’s 3rd largest acquisition)
http://news.bbc.co.uk/1/hi/uk/8310716.stm
http://money.cnn.com/2009/07/29/technology/microsoft_yahoo/index.htm?postversion=2009072908
http://www.techcrunch.com/2009/11/26/why-google-wave-sucks/
http://www.guardian.co.uk/business/2009/jan/24/recession-britain
http://www.techcrunch.com/2009/11/19/chrome-os-event/
http://www.youtube.com/watch?v=LMfWPWUh5uU&feature=player_embedded
http://googlewebmastercentral.blogspot.com/2009/08/help-test-some-next-generation.html
http://googlesystem.blogspot.com/2009/11/google-buys-admob.html
http://googleblog.blogspot.com/2009/10/introducing-google-social-search-i.html
2009 TIMELINE OF DIGITAL LANDSCAPE
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JANUARY: BRITAIN ENTERS A RECESSION
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FEBRUARY: TWITTER BEGINS REAL PUBLIC GROWTH
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MARCH: MATT CUTTS CONFIRMS VINCE UPDATE
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JUNE: MICROSOFT LAUNCHES BING IN THE UK
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JULY: MICROSOFT ANNOUNCES PARTNERSHIP WITH YAHOO!
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AUGUST: GOOGLE LAUNCHES CAFFEINE UPDATE IN SANDBOX FOR FEEDBACK
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SEPTEMBER: GOOGLE WAVE UNDERWAY IN BETA
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OCTOBER: BING & GOOGLE ANNOUNCE TWITTER PARTNERSHIPS
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OCTOBER: WINDOWS 7 WAS RELEASED
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OCTOBER: BETA RELEASE OF GOOGLE SOCIAL SEARCH
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NOVEMBER: GOOGLE GIVES PUBLIC DEBUT OF CHROME OS
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NOVEMBER: ADMOB BOUGHT BY GOOGLE
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GOOGLE STILL LEADING THE CHARGE IN SEARCH
Source: HitWise November 2009
97.14%
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The Times They Are a-Changin‘...
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1. SCALE, FLUX AND COMPLEXITY
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2. HELLO, I’M HERE!ATTENTION DEFICIT DISORDER
CONSUMERS:
Increasingly sophisticated
Informed decision-making
Empowered to choose
+
+
+
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• Increasing pace of technological change
• Everything is connected
• Data is incomplete, change is continuous
• Paradox of information overload creating uncertainty
DIGITAL MARKETING REPRESENTS A PARADIGM SHIFT
3. TECHNOLOGICAL CHANGE & FRAGMENTATION
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STAY COMPETITIVE IN 2010...
1. INTEGRATE YOUR MARKETING
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THINKING IN SILOS IS NOT THE ANSWER
SEO
PPC
SOCIAL
DISPLAY
E-Commerce
Customer Service
Marketing
IT
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SEO
DISPLAY
MARKETING
PPC
SOCIAL
E-COMMERCE
TIMERESOURCES
BUDGETSTARGETS
A TUG OF WAR IS NOT THE BESTWAY TO AN OPTIMUM OUTCOME
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http://www.merriam-webster.com
SYNERGY: MAKING PPC AND SEO WORK TOGETHER FOR ENHANCED BENEFIT
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THE BUILDING BLOCKS OF SUCCESS
SHARED OBJECTIVES
UNIFIED REPORTING
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CROSS-POLLINATE YOUR CREATIVE
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COMBINE SEO AND PPC TO MAXIMISE VISIBILITY
COMBINE TACTICS TO PLUG VISIBILITY GAPS
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UTILISING DATA TO DRIVE PRECISION
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COORDINATE LANDING PAGE DEVELOPMENT
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Traffic Uplift or Traffic Cannibalisation?
Competition
Search term
Product category
Ranking position
Brand
DOES YOUR HALO FIT?
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STAY COMPETITIVE IN 2010...
2. FLEX AND ADAPT TO CHANGE
1. INTEGRATE YOUR MARKETING
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REAL TIME MARKETING
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FIRST MOVER ADVANTAGE
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HAVE A SAFETY NET FOR THE UNEXPECTED…
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HARNESS NEW DEVELOPMENTS
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STAY COMPETITIVE IN 2010...
3. TRY ONE NEW THING
1. INTEGRATE YOUR MARKETING
2. FLEX AND ADAPT TO CHANGE
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RE-ASSEMBLE YOUR (ATTRIBUTION) MODEL
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MOBILE MARKET MATURING
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ADVANCED TARGETING OF 300m+ USERS
Country
City or Town
Age
Gender
Interests
Activities
MusicBooks
TV Shows
Education
School
College
Relationship
Workplace
Page
Group
Languages
Birthdays
Time
Connections
• > 300M active users
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THE POWER OF MOVIES
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THANK YOUDoug Platts, Head of Natural Search +44 (0) 1273 827 [email protected]
Some images in this presentation were kindly supplied courtesy of Flickr and its users
Tom Jones, Head of Media+44 (0) 20 7821 2295 [email protected]
www.iCrossing.co.ukhttp://connect.icrossing.co.ukwww.twitter.com/icrossing_uk