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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 7 Customer Acquisition: Search, Email & Other. Based on. Chapter 6 Customer Acquisition: Branding and Advertising. CUSTOMER ACQUISITION TECHNIQUES. Real world and virtual. Digital out-of-home.

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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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  1. INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 7 Customer Acquisition: Search, Email & Other Based on Chapter 6 Customer Acquisition: Branding and Advertising

  2. CUSTOMER ACQUISITION TECHNIQUES Real world and virtual Digital out-of-home

  3. PURCHASERS RELY ON SEARCH Search Engine Usage Varies by ProductAlthough overall search engine usage by online shoppers is high, it varies greatly depending on what type of product is being bought. For example, apparel shoppers are the least likely to use search engines. Only 12% of apparel shoppers stated that they used a search engine for their last online purchase. http://www.marketingcharts.com/interactive/online-shoppers-rely-on-search-engines-12056/

  4. MARKETERS TURNING TO SEARCH MARCH 31, 2010

  5. BING IS THE NEW PLAYER http://www.discoverbing.com/tour/

  6. SEARCH ENGINE SOM http://www.marketingcharts.com/direct/americans-conduct-more-core-searches-in-march-12578/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink

  7. SEARCH ENGINE CTR Dec 7, 2009 http://chitika.com/research/2009/update-months-later-bing-users-still-ad-crazy/

  8. WHAT’S WORKING http://www.marketingsherpa.com/article.php?ident=31591#

  9. WORLD OF SEARCH –BROADER THAN SEARCH ENGINES Pay per click Mobile

  10. ITEMS THAT AFFECT RANKINGSIMPACT DEPENDS ON ALGORIGHM OF SPECIFIC ENGINE • Keyword Density (location, frequency and relevance) • HTML Title Tag • Content • Quality and Relevance • Links (quality) • Number of Click-Throughs • Bing Seems to Be Including Domain Age Webmaster Pages https://www.google.com/webmasters/tools/home?hl=en

  11. SEARCH ENGINE MARKETING (SEM) • Search Engine Optimization (SEO) • Improving Ranking on Organic/Natural Search • Pay per Click (PPC) or Impression) • Paid Text Advertising on Search and Content Pages

  12. ORGANIC RANK NEGATIVES • Flash Entry Pages • Search Engine Spiders Can’t Read Them • Dynamic (database driven) Pages • Frames (separate scrollable windows on a page) • No Site Map • Spiders Use them to Navigate the Site • Irrelevant/Poor Quality • Keywords and Links (may include purchased) • Attempts to Trick Search Engines • Hiding Keywords with White-on-White Text • Create Irrelevant Pages Just for the Spiders • And Others That Can Result in Exclusion

  13. PAY PER CLICK • Set Up Account With Search Engine • Select Keywords/Submit Bids • Write Text Ad • Provide URL • Publish Ad • Monitor Reports • Use to Improve Current Campaign, Plan Future Campaigns, Develop Landing Pages • See Google AdWords, Yahoo! Sponsored Search and others

  14. TEXT, IMAGE, DISPLAY, MOBILE

  15. KEYWORD BIDDING https://adwords.google.com/select/KeywordToolExternal • Many Other Tools • Wordtracker • KeywordSpy • etc.

  16. AFFORDABLE KEYWORDS • The highest-priced keyword in the United States last month sold on Google for $99.44 per click, according to the AdGooroo Search Engine Advertising Update: Q309. • The report released Wednesday pegs Mesothelioma as the highest-selling keyword in September. The same word sold on Yahoo in the No. 1 spot for $60.68 per click. The phrase "auto insurance comparison" took top honors on Bing, bringing in $55.20 per click. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115431 October 14, 2009

  17. OTHER TYPES OF SEARCH • Desktop • Local • Vertical • Personalized • Social Media Platforms • and Growing!

  18. INTEGRATION MATTERS! “Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” said Chris Copeland, CEO of GroupM Search—The Americas, in a statement. The Synergy of Search and Social Media eMarketer, OCTOBER 15, 2009

  19. INTERNET USERS RESPOND TO ADS Sponsored search links also appealed to younger and higher-income targets, with 23% of 25- to 34-year-olds saying they were very likely to act on such ads compared with 11% of respondents overall. Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as Hispanics and African-Americans. APRIL 6, 2010

  20. IAB SETS GUIDELINES, PROVIDES INFO http://www.iab.net/iab_products_and_industry_services/508676/508767

  21. SIZE AND PLACEMENT MATTER http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645

  22. AD SERVING The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately. http://www.iab.net/resources/glossary_a.asp

  23. AD TARGETING • Contextual Advertising • Ads Served Based on Content—Keywords, Titles, URL • Behavioral Advertising • Use Anonymous Data to Serve Ads Based on Behavior– Websites Visited, Search Keywords, Products Purchased, etc. • Many Nets, see http://www.imediaconnection.com/resourceconnection/adnetwork.asp

  24. ADS ON SOCIAL NETWORKS

  25. 3rd PARTY & PROPRIETARY NETWORKS http://www.doubleclick.com/products/dfa/benefits.aspx http://www.glammedia.com/advertisers/, http://tinker.com/

  26. AUTOMATED BIDDING (PRICE INFO)

  27. BE WARY OF CTRs http://blogs.zdnet.com/BTL/?p=25275

  28. NOT CLICKS - CONVERSIONS! http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635

  29. THE GOAL IS TO ACQUIRE NEW FOLLOWERS THAT CAN BE MONETIZED OVER TIME IN SOCIAL, ONLINE OR OFFLINE MEDIA.

  30. QUICK WRAP-UP

  31. MOST UNDERAPPRECIATED ISSUE - I • Social Media Networks Allow Identification of • Groups/Segments • Niches • Specialists • Influentials • For Direct, Personalized Targeting • Based on Your Objectives & Target Audience

  32. MOST UNDERAPPRECIATED ISSUE-II Marketing Research Plays a MINIMAL ROLE in This Type of Targeting. Marketing/Social Media BEHAVIORS Are Key to Successful Segmentation.

  33. TOP 10 SMM MYTHS • It’s Easy. • It’s Free. • It’s About Technology. • Social Media Can Replace Other Channels. • Social Media Reaches Mass Audiences. • Marketers Can Talk About Their Products. • All Internet Users Will Participate. • Management Will Understand the Potential. • We’ll See Results Right Away. • We’ll Put It Up and It Will Take Care of Itself.

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