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Online Marketing: The Events Industry Edgeworksgroup

04.23.2009. Online Marketing: The Events Industry Edgeworksgroup. Overview Online Marketing - The View from 30,000 Feet Event-centric Online Marketing - Changes and Challenges Internet Marketing – The Specifics Where Do We Go From Here? – Practical Tips. The View from 30,000 feet

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Online Marketing: The Events Industry Edgeworksgroup

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  1. 04.23.2009 Online Marketing: The Events IndustryEdgeworksgroup

  2. Overview Online Marketing - The View from 30,000 Feet Event-centric Online Marketing - Changes and Challenges Internet Marketing – The Specifics Where Do We Go From Here? – Practical Tips

  3. The View from 30,000 feet Why Market Online? Today’s Landscape Search Engine Marketing Social Media Marketing Email Marketing Online Advertising Web Analytics

  4. Why Market Online? Research 9 out of 10 people use search engines to find local businesses and events 85% of 18-24 yr olds rely on search engines 67% of over 65 yr olds rely on search engines (cya Yellowpages) 78% of people say they use the internet more now than 2 years ago 69% said they use Blogs as a source for Reviews (Social Media) 76% said they read Reviews on the internet as a primary source of info 85% said the quality of a businesses website is important in gaining trust

  5. The Online Marketing Landscape Today Search Engine Marketing Social Media Marketing: Buzz Email Marketing: Push Online Advertising Web Analytics

  6. Event-centric Online Marketing – Changes and Challenges How Technology is Changing the Events Industry Sample Event Search Volumes, March 2009 Online Trends in Event Queries Local vs. Regional vs. National targeting – it’s all local. Online Tools

  7. How Technology is Changing the Events Industry • Online Ticket Purchasing • Instant Reviews & lots of information • Options Galore – Broader Searches • Shorter Entertainment Selection Process

  8. March 2009 Search Volume, source: Google Search Records “Things to do this weekend”, “weekend events”, “live show” 200,000 searches • “Music Festival” • “What to do in…” • “Events in…” • “Event Tickets” 950,000 1,000,000 1,600,000 2,740,000

  9. Online Trends in Event Queries 6 year trend for the Search Term: “Things to do in…”

  10. FAIRSFESTIVALSLIVE MUSIC

  11. Search Term: ‘Buy tickets for…’

  12. festivals in Chicago 1.00  live events in Chicago... 0  live music in Chicago... 0  fairs in Chicago 0  things to do in Chicago... 63.0  

  13. Local Search • Google Local Business Listings • Yahoo Business Listings • Geo targeted in the Search Term • Broad Term expectation for local results • Tools: • Quantcast.com • goldStar.com

  14. Internet Marketing – The Specifics SEO Organic/Natural Rankings What are SERPs New sites (Google Sandbox) Web Crawlers/Bots/Spiders Keywords Search Engine Algorithms Content Links = Community Site User Behavior

  15. Internet Advertising • Several Flavors • Websites • Banners • Directories/indexes • Search Engines • Sponsored Ads • Local Business Listings • Email

  16. Where Do We Go From Here Practical Tips • Planning  - An Integrated Approach • Execution  -  Gett’in Your Hands Dirty • Ongoing Activity  - Test > Test> Test

  17. Planning • Take an integrated approach • Budget • Target Audiences • Target Geography • Call(s) to Action • Understand the buying/search cycle- meet them where their at.

  18. Execution • Google Analytics • Keyword Density • Links, press releases, social sites • Start the email list • Optimize by the page

  19. Ongoing Activity • Measurement Tools • Google Analytics (free) • Search ranking reporting (ex. webCEO) • Keyword Research Tool (wordtracker) • Google Labs (free) • Analysis - Traffic, Conversions, ROI • SEO • Test – Test – Test

  20. Stay In Touch! Bruce Lupin, CEO bruce@edgeworksgroup.com 866-888-7313 x703 Doug Rasch, Search Marketing Manager doug@edgeworksgroup.com 866-888-7313 x 709

  21. Links: http://www.quantcast.com/ https://www.goldstar.com/signup http://www.googlelabs.com/Lots of free programs here, some good for business, others are just fun. This is were Google will often beta release new programs. http://www.google.com/analytics/ (the must do program) http://www.dmoz.org/ good free link submission site. http://www.google.com/local/add/businessCenter this is where you can get your business posted on Google maps. http://listings.local.yahoo.com/csubmit/index.phpthis is where you can get your business posted on Yahoo maps.

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