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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 7 Customer Acquisition: Search, Email & Other. Based on. Chapter 6 Customer Acquisition: Branding and Advertising. CUSTOMER ACQUISITION TECHNIQUES. Real world and virtual. Digital out-of-home.

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Internet marketing integrating online and offline strategies

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 7

Customer Acquisition: Search, Email & Other

Based on

Chapter 6

Customer Acquisition: Branding and Advertising


CUSTOMER ACQUISITION TECHNIQUES

Real world and virtual

Digital out-of-home


Purchasers rely on search
PURCHASERS RELY ON SEARCH

Search Engine Usage Varies by ProductAlthough overall search engine usage by online shoppers is high, it varies greatly depending on what type of product is being bought. For example, apparel shoppers are the least likely to use search engines. Only 12% of apparel shoppers stated that they used a search engine for their last online purchase.

http://www.marketingcharts.com/interactive/online-shoppers-rely-on-search-engines-12056/



Bing is the new player
BING IS THE NEW PLAYER

http://www.discoverbing.com/tour/


Search engine som
SEARCH ENGINE SOM

http://www.marketingcharts.com/direct/americans-conduct-more-core-searches-in-march-12578/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink


Search engine ctr
SEARCH ENGINE CTR

Dec 7, 2009 http://chitika.com/research/2009/update-months-later-bing-users-still-ad-crazy/


What s working
WHAT’S WORKING

http://www.marketingsherpa.com/article.php?ident=31591#


World of search broader than search engines
WORLD OF SEARCH –BROADER THAN SEARCH ENGINES

Pay per click

Mobile


Items that affect rankings impact depends on algorighm of specific engine
ITEMS THAT AFFECT RANKINGSIMPACT DEPENDS ON ALGORIGHM OF SPECIFIC ENGINE

  • Keyword Density (location, frequency and relevance)

  • HTML Title Tag

  • Content

    • Quality and Relevance

  • Links (quality)

  • Number of Click-Throughs

  • Bing Seems to Be Including Domain Age

Webmaster Pages

https://www.google.com/webmasters/tools/home?hl=en


Search engine marketing sem
SEARCH ENGINE MARKETING (SEM)

  • Search Engine Optimization (SEO)

    • Improving Ranking on Organic/Natural Search

  • Pay per Click (PPC) or Impression)

    • Paid Text Advertising on Search and Content Pages


Organic rank negatives
ORGANIC RANK NEGATIVES

  • Flash Entry Pages

    • Search Engine Spiders Can’t Read Them

  • Dynamic (database driven) Pages

  • Frames (separate scrollable windows on a page)

  • No Site Map

    • Spiders Use them to Navigate the Site

  • Irrelevant/Poor Quality

    • Keywords and Links (may include purchased)

  • Attempts to Trick Search Engines

    • Hiding Keywords with White-on-White Text

    • Create Irrelevant Pages Just for the Spiders

    • And Others That Can Result in Exclusion


Pay per click
PAY PER CLICK

  • Set Up Account With Search Engine

  • Select Keywords/Submit Bids

  • Write Text Ad

  • Provide URL

  • Publish Ad

  • Monitor Reports

    • Use to Improve Current Campaign, Plan Future Campaigns, Develop Landing Pages

  • See Google AdWords, Yahoo! Sponsored Search and others



Keyword bidding
KEYWORD BIDDING

https://adwords.google.com/select/KeywordToolExternal

  • Many Other Tools

  • Wordtracker

  • KeywordSpy

  • etc.


Affordable keywords
AFFORDABLE KEYWORDS

  • The highest-priced keyword in the United States last month sold on Google for $99.44 per click, according to the AdGooroo Search Engine Advertising Update: Q309.

  • The report released Wednesday pegs Mesothelioma as the highest-selling keyword in September. The same word sold on Yahoo in the No. 1 spot for $60.68 per click. The phrase "auto insurance comparison" took top honors on Bing, bringing in $55.20 per click.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115431

October 14, 2009


Other types of search
OTHER TYPES OF SEARCH

  • Desktop

  • Local

  • Vertical

  • Personalized

  • Social Media Platforms

  • and Growing!


Integration matters
INTEGRATION MATTERS!

“Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” said Chris Copeland, CEO of GroupM Search—The Americas, in a statement.

The Synergy of Search and Social Media

eMarketer, OCTOBER 15, 2009


Internet users respond to ads
INTERNET USERS RESPOND TO ADS

Sponsored search links also appealed to younger and higher-income targets, with 23% of 25- to 34-year-olds saying they were very likely to act on such ads compared with 11% of respondents overall. Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as Hispanics and African-Americans. APRIL 6, 2010


Iab sets guidelines provides info
IAB SETS GUIDELINES, PROVIDES INFO

http://www.iab.net/iab_products_and_industry_services/508676/508767


Size and placement matter
SIZE AND PLACEMENT MATTER

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645


Ad serving
AD SERVING

The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.

http://www.iab.net/resources/glossary_a.asp


Ad targeting
AD TARGETING

  • Contextual Advertising

    • Ads Served Based on Content—Keywords, Titles, URL

  • Behavioral Advertising

    • Use Anonymous Data to Serve Ads Based on Behavior– Websites Visited, Search Keywords, Products Purchased, etc.

    • Many Nets, see

http://www.imediaconnection.com/resourceconnection/adnetwork.asp



3 rd party proprietary networks
3rd PARTY & PROPRIETARY NETWORKS

http://www.doubleclick.com/products/dfa/benefits.aspx

http://www.glammedia.com/advertisers/, http://tinker.com/



Be wary of ctrs
BE WARY OF CTRs

http://blogs.zdnet.com/BTL/?p=25275


Not clicks conversions
NOT CLICKS - CONVERSIONS!

http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635


THE GOAL IS

TO ACQUIRE NEW FOLLOWERS

THAT CAN BE MONETIZED

OVER TIME

IN SOCIAL, ONLINE OR OFFLINE MEDIA.



Most underappreciated issue i
MOST UNDERAPPRECIATED ISSUE - I

  • Social Media Networks Allow Identification of

    • Groups/Segments

    • Niches

    • Specialists

    • Influentials

  • For Direct, Personalized Targeting

    • Based on Your Objectives & Target Audience


Most underappreciated issue ii
MOST UNDERAPPRECIATED ISSUE-II

Marketing Research

Plays a MINIMAL ROLE

in This Type of Targeting.

Marketing/Social Media BEHAVIORS

Are Key to Successful Segmentation.


Top 10 smm myths
TOP 10 SMM MYTHS

  • It’s Easy.

  • It’s Free.

  • It’s About Technology.

  • Social Media Can Replace Other Channels.

  • Social Media Reaches Mass Audiences.

  • Marketers Can Talk About Their Products.

  • All Internet Users Will Participate.

  • Management Will Understand the Potential.

  • We’ll See Results Right Away.

  • We’ll Put It Up and It Will Take Care of Itself.


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