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Managing Search in context with affiliate and display activity

Managing Search in context with affiliate and display activity. Chris Simpson, Managing Director 4 th September 2008. The Search Works history. 1999. Founded as. 2005. Re-branded as. 2006. Sister company launched. 2007. The IMW group acquired by. 2008.

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Managing Search in context with affiliate and display activity

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  1. Managing Search in context with affiliate and display activity Chris Simpson, Managing Director 4th September 2008

  2. The Search Works history 1999 Founded as 2005 Re-branded as 2006 Sister company launched 2007 The IMW group acquired by 2008 UK's leading search engine marketing agency For the third year running in the NMA 2008!

  3. Clients

  4. TSW & TD - Story so far • Jul 2007 • The Search Works was acquired by TradeDoubler. • It continues to operate as an autonomous part of the business. • June 2008 • The Search Works moves into TD’s premises

  5. Strategy and tactics: The Challenges • Increasingly sophisticated users and more complex user journey • This is equally true for: • managing search on behalf of a client • using search to drive acquisition • managing search in-house Agency Affiliates Client

  6. Affiliates & Advertisers

  7. Affiliates & Advertisers

  8. Strategy and tactics: The Challenges • Natural Search • Importance to align your natural search strategy with affiliate strategy in this area • need to engage with merchants • to maximize efficiency in natural search • need to integrate with client and • affiliates strategy • need to facilitate the free flow of communication Affiliates Agency Client

  9. Strategy and tactics: The Challenges • Display • Strong influence of the digital display activity on search performance • Common instance of crossover between business units dealing with display leading to mix messaging and diluted results • Crucial to maintain a consistent digital display strategy

  10. Strategy and tactics: The Challenges • Above the line • Challenging to manage search in context with above the line off-line media and especially TV • Timing on off-line media is crucial to search planning • Creative messaging in affiliate activity, natural search, all other marketing and PR equally important

  11. Strategy and tactics: The Challenges

  12. Strategy and tactics: The Challenges

  13. The Customer Journey Panasonic 4 3 2 1 Television Sale 30% 20% Day 1 Day 10 Day 15 Day 5 20% 30% Argos LCD Screen Awareness -> education -> research -> rapport -> purchase

  14. Brand Management: Using Technology TD Integral Search SEO Email Partner Display De-duplication across all marketing channels Real-time reporting Cross-media user journey report

  15. Brand Management

  16. Using Technology • Engage with your IT Department • Six month code release cycle can represent significant lost opportunity • Treat SEO as a professional discipline

  17. Getting the most out of your agency • Communications and engagement • Getting the most out of your affiliate network • Transparency of business metrics • Partnership mentality

  18. Thank you! Chris Simpson Managing Director

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