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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 www.interactivereturn.com
Agenda • Search Marketing Experience in the Drinks Industry • The Regulatory Environment • Search Marketing Challenges • Search Marketing Successes www.interactivereturn.com
Diageo Global Brands JohnnieWalker Guinness Baileys Smirnoff CaptainMorgan J&B Cuervo Tanqueray www.interactivereturn.com
Industry Regulatory Bodies • The Century Council • Distilled Spirits Council of the United States • The European Forum for Responsible Drinking • The Portman Group www.interactivereturn.com
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 www.interactivereturn.com
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.” www.interactivereturn.com
Google’s Content Policy www.interactivereturn.com
Sponsored Listings for Wine is permitted www.interactivereturn.com
No Sponsored Listings for beer and spirits www.interactivereturn.com
Yahoo permits alcohol advertising www.interactivereturn.com
Age Verification Page www.interactivereturn.com
Responsible Drinking MessagesThroughout Website Content www.interactivereturn.com
Use of non-Retailing Promotional Material www.interactivereturn.com
Search Marketing Vs. Branding Objectives www.interactivereturn.com
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 www.interactivereturn.com
Successes www.interactivereturn.com
More Successes www.interactivereturn.com
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 www.interactivereturn.com