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Search Marketing for the Drinks Industry. Presented by Martin Murray CEO, Interactive Return. Agenda. Search Marketing Experience in the Drinks Industry The Regulatory Environment Search Marketing Challenges Search Marketing Successes. Diageo Global Brands. Johnnie Walker. Guinness.

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Search Marketing for the Drinks Industry

Presented by Martin Murray

CEO, Interactive Return

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  • Search Marketing Experience in the Drinks Industry

  • The Regulatory Environment

  • Search Marketing Challenges

  • Search Marketing Successes

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Diageo Global Brands









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Industry Regulatory Bodies

  • The Century Council

  • Distilled Spirits Council of the United States

  • The European Forum for Responsible Drinking

  • The Portman Group

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Ethical Marketing Guidelines

Promotional activity should not:

  • Have the alcoholic strength as a dominant theme

  • Encourage immoderate consumption

  • Incorporate images of people under 25 years of age

  • Suggest any association with

    • anti-social behaviour

    • illicit drugs

    • Sexual success

    • Social success or popularity

    • Enhanced mental or physical capabilities

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Diageo Code of Marketing Practice for Alcohol Beverages

“Special attention must be paid to code clearance for brand website and promotional activities on the internet, because they are global media.”

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Google’s Content Policy

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Sponsored Listings for Wine is permitted

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Yahoo permits alcohol advertising

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Age Verification Page

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Responsible Drinking MessagesThroughout Website Content

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Search Marketing Vs. Branding Objectives

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Search Marketing Techniques

  • Organic Search Engine Optimisation

    • Content

    • Link Building

    • Site Architecture

  • Sponsored Listings (where possible)

  • Blogs and Newsletters

  • Integration with offline marketing

  • Adherence to ethical marketing guidelines

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More Successes

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This is the slide that our Sales Director said I had to show or else I can’t collect my travel expenses.

  • Search Marketing Agency since 1999.

  • Working with clients in the US and Europe

  • Deliver really effective organic and sponsored listings search marketing campaigns for global corporations, governmental organisations and small to medium enterprises