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Navigating Online Marketing for the Events Industry

Explore the latest trends and challenges in event-centric online marketing, including strategies for search engine marketing, social media engagement, email campaigns, online advertising, and web analytics. Discover practical tips for successful online marketing campaigns and learn how technology is reshaping the events industry.

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Navigating Online Marketing for the Events Industry

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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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