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HARNESS THE POWER OF ONLINE MARKETING

HARNESS THE POWER OF ONLINE MARKETING. DRIVING SUCCESS WITH DIGITAL MARKETING. TRENDS TO WATCH FOR. 20.3M Canadians have a MOBILE PHONE 6.6M have a SMARTPHONE. Mobile. Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011. Geolocation.

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HARNESS THE POWER OF ONLINE MARKETING

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  1. HARNESS THE POWEROF ONLINE MARKETING

  2. DRIVING SUCCESSWITH DIGITAL MARKETING

  3. TRENDS TO WATCH FOR

  4. 20.3MCanadians have a MOBILE PHONE 6.6Mhave a SMARTPHONE Mobile Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011

  5. Geolocation 63% look for stores/restaurants 4.4 times a month more than 40% research products and prices on their mobile phone Source: Ipsos Reid, May 2011

  6. 30% of SMEs use social media 21.5MFacebook Profiles Social Media Source: Facebook Source, SME Research Media U&A 2011

  7. Group Buying 23% of Canadians have purchased a daily deal $26M worth of deals were sold in Canada…in June alone… BUY

  8. SIMPLE TACTICS THAT WORK

  9. % SMEs Planning To Use Online Media Current users:Plan to continue using (net likely) Newcomers: Plan to begin using media (very likely) Current Media Usage

  10. Update Your Website Photos & Videos Contact Info Maps Opening Hours UP-TO-DATE & RICH CONTENT

  11. SME Result 54%of small businesses update their sites less than once a month Only 2% of small businesses update their sites more than 5 times a month… …and saw 300% more traffic than those who update their site less frequently « The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC) Source: SiteKreator via ReadWriteWeb 2011

  12. Get Found MY BUSINESS

  13. SEO

  14. SEM

  15. Yellow Pages Case StudiesTM 1 Optimize keyword in URL = -33% Cost Per Call 2 Added a Phone Number = +30% number of Calls

  16. Be Social Your Business

  17. Tom Bihn – SME Success Story Chat Forum Blog

  18. Group Buying SOMETIMESIT WORKS… SOMETIMESIT DOESN’T

  19. Test, Track, Analyze & Action

  20. Did You Get What You Paid For? SEM Optimized keyword and got 30% more calls How much am I spending? WEBSITE Updated 5x my website and saw an increase of 300% in traffic What’s my Cost per Lead? SOCIAL I tested a campaign on Facebook and I have 90 additional fans How many Calls became Sales?

  21. Speak to over 9.2Munique visitors 1 in 2Canadians use our directory 24M Canadians expect a website Capture share of 3.7B searchesonline every month

  22. UNDERSTANDING ONLINE BEHAVIOR& GROWING YOUR BUSINESS

  23. WHO WE ARE

  24. UNDERSTANDINGUSER BEHAVIOUR 26

  25. User Behaviour Search is… The connection between intent and content

  26. User Behaviour The 5 foundations of Search Marketing: • Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

  27. User Behaviour The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

  28. User Behaviour • The 5 foundations of Search Marketing: • Right Message • Right Person • Right Place • Right Time • Right Experience

  29. Search Behaviour: Search Patterns on Major Engines

  30. Search Behaviour: Search Patterns on Major Engines Google Live Yahoo Source- Eye Tracking II: Enquiro

  31. User Behaviour Search is… The connection between intent and content

  32. User Behaviour Search is… The connection between intent and content Intent = Keywords

  33. Semantic Mapping in Search Consumer Reviews Nikon Reviews 5 Megapixel Testimonials SLR Canon “Digital Camera” Kodak Sony Small Size Easy to Use Digital Camera

  34. “until I find you john irving” Content matched intent

  35. “until I find you john irving” Contentmatched intent

  36. Personalized Results • Organic listings 3, 4 and 5 personalized • Study of 16 individuals • Tracked History from a previous session • Provided listings based both on past clickstream and assumed place in buying funnel

  37. The Area of Greatest Promise ?

  38. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

  39. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

  40. SEO & SEM 44

  41. User Behaviour Search is… The connection between intent and content Intent = Keywords

  42. Keywords Brainstorm Competitors Search Engine Referrals Internal Search Function Natural Language Social Networks, Blogs, News

  43. Let’s Talk About Spiders

  44. Let’s Talk About Spiders

  45. 3 Keys To SEO • Content • Content • Content

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