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The Main Line Chamber of Commerce Marketing on the web, A chamber university program Chamber University in partnership with Eastern University Presented by Rick Simmons May 16, 2007 Advertising: The action of calling something to the attention of the public. Marketing:

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slide1

The Main Line Chamber of Commerce

Marketing on the web, A chamber university program

Chamber University in partnership with Eastern University

Presented by

Rick Simmons

May 16, 2007

slide2

Advertising:

The action of calling something to the attention of the public.

Marketing:

An aggregate of functions involved in moving goods from one producer to the consumer.

how big is internet marketing

Google 2006 2005

Revenue $10.605B $6.1B

Yahoo

Revenue$6.42B $5.3B

Internet advertising is expected to increase to 20% of total ad budgets in 2007.

Might be something to this Internet thing!

How big is Internet Marketing
slide6

Which Search Engines?

The major search engines account for

95% of the of the web traffic.

Google

Yahoo

MSN

AOL

AskJeeves

slide7

Search Phrase

Match Count

Top 3 AdWords

Next tier AdWords

Organic Search

slide8

Free and Paid Operating Together

  • Paid Search often provides better metrics
  • Use paid search reports to identify effective keywords (ROI), compare with server logs
  • Use paid search reports in combination with organic search results to predict “Density” (search volume/matched sites)
  • Google and Yahoo Keyword Advertising Networks drive traffic from many other sites (AOL, MSN, Comcast, ATT, and ISP’s)
slide9

How do Search Engines Work?

“Spiders” (automated software) link through websites on the internet and index the site looking for relevant information.

The search engines use a

“Secret” algorithm to decide the rank results.

slide10

Search Engine Optimization (SEO)

is the process of making your website content more search engine friendly in an effort to increase the search results ranking.

My whole job is helping the search engines determine under what terms should this website come up

slide11

Why to consider SEO?

    • 75% of active online population uses search engines.
    • 97% of Google searchers don’t click past 3 pages.
    • 75% of research for a school is done on the Internet.
    • Study done by Oneupweb found:
      • First is BEST
      • First Month site reached 2nd or 3rd page – traffic increased 500%.
      • Number of unique visitors tripled between page one and two.
      • Unique visitors tripled again in the second month.
      • Sales – 42% increased in first month on page one.
      • Almost double that in the second month.
  • It is critical to do whatever you can to maximize your search engine ranking even though it is not an exact science.
slide12

Tools to use

  • http://inventory.overture.com/d/searchinventory/suggestion/
  • https://adwords.google.com/select/KeywordToolExternal
  • http://www.google.com/webhp?complete=1&hl=en
  • http://www.webuildpages.com/tools/default.htm
slide17

Relationship Management

  • How to capture information about visitors to your site
  • What to do with the information
  • Process – automated versus people
  • CRM - critical
slide18

What is next?

  • Blogs
  • Use of social networking in marketing
  • Mobile ads
  • Video
  • Viral audio / video
  • YouTube
  • Second life
  • Changes to search engines
slide19

Questions!

Rick Simmons

267-626-9094

Rick@DinkumInteractive.com