Your Global Virtual Sales Force
US Department of Commerce
May 11, 2011
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15 year track record in a 15 year old industry
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The Search Engines are the new OS
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How many computers are there?
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The Web from a
marketing standpoint:
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Search result #2,123,298
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The Online Marketing Pyramid
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Most important activity online (#1email?)
• Search is the #2 application (?) on the web; #3 is research. SM? • 20-25% of searches: local. • 50+% of visitors: International! • Only 30 - 50% of results are “relevant”: An opportunity!
Source: Google / Yahoo Research, Pew Internet & American Life. comScore Media Metrix "Part of having a say is letting people find what you say”
Google alone: 37 billion queries per
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Your customer has changed
Dramatic consequences of a global
behavioral change:
a fast searchbox
Web sites / content that is not visible
for the SEs are rendered invisible for
potential customers. Chrome.
• Your #1Interface: SERPs
Your
SERPs
will act as your
most cost
effective marketing channel
: spiders
will drive targeted customers as they
search for your products /services
• Both B2B&B2C: how to stand out?
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That’s where your customers are: the SERPs
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Leapfrogging competitors
As this inequality will balance sooner or later, media spending on online advertising will increase dramaticallySource: TNS Media Intelligence
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Advertising Spending Growth
“Anywhere Economy” 87% of marketers have plans to increase
their online presence in 2011
Force accelerator
Inertia vs. Supercharged
Source: Deutsche Bank / Mediapost & Merrill Lynch
Targeted media grows 3 – 20 times faster than generic.
2002 – 2010: a clear break between targeted and mass media. Small biz can afford National / Global reach!
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Presentation Agenda
Context we live in: SEO -
best marketing
action
(after a face to face meeting*)
The Basics:
• What is a Search Engine?
• Search Engine Optimization (SEO)
• Social Media Optimization (SOM) Sensitive issue nowadays.
• Pay Per Click Marketing (PPC, SEM, CPC, sponsored links, search engine advertising)
• Social Media Optimization (SMO or SOM, sponsored links, search engine advertising)
Global Web usage trends –Interconnect
A brief case study
Source: Omniture White Paper
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SE-s: the answer to “sensory overload”
Source: SAS Institute
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Evolution: “Garbage production”?
1) AOL – email
15 years: 277 Mn users. Fast, Relevant, requires attention
2) Google-SEs
10 years: 350 Mn users first Social Media!
my question, must be true
3) Facebook-Social
5 years: 500 Mn users (now 6) real
time, effortless, always on
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Marketers are
ceding control to Customers
“Consumer-initiated marketing"
on the
consumers' timeline, not the advertisers'
The corporate Web site is less relevant than it used to be / member-created content / SOM
Brands are built as a dialogue: Consumers create a brand, not ad agencies. Web presence is a dialogue
Reverse Broadcasting: marketing is on defense
Personalization.
Post-advertising.
Attention
erosion. Fragmentation.
Decisions are made about you and your products before the Web site is even visited
More people on SM than emailing!
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E-Commerce Sales
2010 Metrics
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Trends & Market Size
You are already global…
How to maximize search dominance?
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Go
International!
750Mn+ people
Source: Comscore
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Use it for what it was invented for:
Google currently supports more than 40 languages in
nearly 200 countries for keyword targeted campaigns.
Hebrew Hindi Hungarian Icelandic Indonesian Latvian Polish Portuguese Romanian Russian Serbian Slovak Slovenian Tagalog Turkish Ukrainian Urdu Vietnamese English Chinese (simplified) Chinese (traditional) Danish Dutch Finnish French German Italian Japanese Korean Norwegian Spanish Swedish Arabic Bulgarian Catalan Croatian Czech Danish Estonian Greek
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The “big rush” to get online
Source: Internet World Stats – www.internetworldstats.com/stats.htm 578 385 248 139 51 42 20 Asia Europe North America Latin America / Carribean Africa Middle East Oceania / Australia
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Most of 1.5 Bn i-users are in Asia
Source: Internet World Stats – www.internetworldstats.com/stats.htm
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World Internet penetration
Source: Internet World Stats – www.internetworldstats.com/stats.htm
• 60% of 100 MN Twitter users are overseas
• Facebook: 100MN US, 500MN overseas
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Google’s Reach
Total Unique Visitors
Google (search) 567M Yahoo (search) 239M BING (MSN) (search) 178M Ask network 128M Europe: 91% Latin America: 92% Asia Pacific: 88%
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Your #1 Marketing Channel
Search Engine Optimization (SEO)
& Search Engine Marketing (SEM)
& Social Media Optimization (SMO)
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What is a SE? – a database
Brain Function of the web
Crawler
(Spider, bot)
Visits visible webpages Follows links
Determines relevance of pages as it copies
them
Index
Hierarchy of results, based on relevance
Algorithm
The dynamic “engine” of results This is how SEs compete
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How 70-87% of clicks are delivered
Advertisements
Organic, natural results
Source: Mediapost / Jupiter Research; ROI Research
Natural, organic, editorial and commercial- advertising links
60% of the users are unaware of the distinction. Search accounts for
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Search Engine Optimization
Third party validation -Your Goal
Increase your Revenues, utilizing the web as
your most targeted sales channel.
Lower Customer Acquisition Costs.
Increase Highly-Targeted Site Traffic.
Increase Purchase/Conversion Ratios.
Increase Web Visibility and Online Brand
Recognition.
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What is Search Engine Optimization?
Status quo baseline report sets the groundwork for the
campaign. It allows a reference point for results reporting.
Extensive keyword analysis via a suite of keyword analytical
tools – mission critical.
Page Level Optimization involves creating unique, keyword
rich html tags and titles designed to increase keyword relevance.
Designed for optimal results while minimizing the risk of
violating major search engine rules.
It is done by techies sitting in dark rooms: marketers
speak a different language. It is an opportunity to dominate!
Link Popularity Building. The rules of engagement are
dictated by the search engines. Don’t break those rules: the penalty is huge. BMW.de!
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Typical optimization experience
Migration of hundreds of keywords to top 30
positions on the web’s major search engines.
10x, or greater, increase in Search Engine
derived traffic.
Increased purchase / conversion ratios.
ROI Focused Efforts = Increased
Revenues.
Recession-resistant marketing
”A gift that keeps on giving”.
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Dominant trend: Search Related Ads
Advertisements
Commercially available results next to the natural ones – 1 out of 6 referrals comes from ads
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PPC Marketing: 95% Google, 60% Yahoo
Crossroads of
Brand Communication
and
Direct Marketing.
Second best ROI (industry specific).
Advantage: it is immediate
.
Bidding process can be much less expensive
when done with experience (Dutch auctions,
game theory to maximize returns).
Testing is important:
Dynamic titles
,
multiple creatives.
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Compare SEO to PPC
SEO
Free, unpredictable, unbiased, difficult to achieve.
PROS
Low costs (although front loaded).
Results are more visible and more relevant.
Trusted, independently verified, unbiased by an
objective third-party.
Provides a steady stream of traffic over time.
One time costs are frontloaded; once pages are
optimized for organic search, low ongoing maintenance fees make it cost-efficient.
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Compare SEO to PPC
CONS
It is difficult to do. Engine requirements can be
at odds with site design and architecture.
Organic results can be unfocused.
No control over specifics (which terms, how
well they get ranked).
Relatively low control over your listing copy.
Longer time horizon.
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Compare SEO to PPC
(Continued)
PPC
Controlled, planned, every click costs money. PROS
Easy to do if you are willing to bid high. Allows planning traffic = sales forecast
using appropriate metrics.
Opportunity for short term sales campaigns,
promotional fares etc.
Can boost traffic significantly on a short
notice.
Completely customized creative to meet the
needs of users.
No risk. Safe all the way.
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Compare SEO to PPC
(Continued)
CONS
It can be expensive (varies from moderate to
high costs).
Certain segments of online audience are not
excited about commercial messages.
Click fraud (1 to 30%). Issue or non-issue? Trojan programs imitating legitimate Google
ads on sites.
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SOM:
Control the Noise / Buzz
Extension of your Customer Service Communication and Direct Marketing.
Cross-fertilizing platforms spread user
generated content (Geo- and industry specific:
YouTube / Facebook / Twitter / LinkedIn).
Same rules, chaotic environment: Social sucks
up resources quickly because it is addictive.
Sentiment Analysis / Actionable data / KA (!)
Most intimate engagement / complaints vs. appreciation ratio
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A Case study
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Their website on top…
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The Results: a vibrant presence
magicalcuzco.com (0 – 300 top)
Pay Per Click - success
Social Media Presence
Two new product lines (Culinary + Spiritual)
Source: ActiveMedia Reports,
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The Strength of Networks
As the number of
the nodes increases, the full strength of the network
increases more rapidly.
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Disruptive Technology
Online Reputation Management: Control your digital footprint – Define your personal brand Explosive results44
