The Net is Turning the Advertising World on its Head 1.Increasingly the consumer is in control 2.Technology innovation and broadband penetration foster environment of consumer’s need for relevant and on demand information 3.Marketers held to new levels of accountability to Business ROI vs Media ROI 4.Escalating content choices creating new complexities for marketers 5.Consumer shopping behaviors have been radically altered
Into the searchers mind Searcher's intent is either navigational, informational, or transactional? ~ Source: 2008 Web-Smart CMO Report 80% 80% of all searches are informational. (Penn - 2008)
Consumers embrace the Internet! 95% of corporate purchasing agents use the Web to research purchases of products and services. 93% of consumers use the Internet to research major purchases. 64% of net users start purchase research with search engines. 127.7 Europe retail e-commerce sales In billions of £ in the year 2009.
Consumer is in Control Shift in the way consumers engage… – Visitor Controlled: Pull vs Push – Consumers can engage on their own terms – Task Oriented: The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something! – Low Risk: If they don’t like what they see they are just a click away from the back button. – Comprehensive: Vast amount of information both empowers and frustrates – Transparent: Transparency equates to credibility – consumers demand respect
The Online Brand Brand online is about: Visibility – Attracting customers who are actively looking for you Usability – Engaging customers with clear concise web site that speaks their language Transparency – Retain customers with open dialogue and information that empowers
The Web is Marketing Glue Over 56 percent of marketing executives said that the web was either the hub of their organization’s marketing strategy, or that it will become the hub in the next year. ~ Source: 2006 Web-Smart CMO Report 56%
Online Effect of Offline “happening” Case Study: “Volcano goes off in Iceland” The Problem: – A small volcano in Iceland starts to erupt – Flights are halted and millions are stranded – People are interviewed and state “I hate Iceland” Result: – Searches for Iceland go up 800% – Searches for Iceland travel go up 600%
Take advantage of these changes Feed the need for control and create compelling information consumers will pull and interact with on demand. Test your offline messaging with paid search advertising before it goes live Close the awareness loop with search by monitoring increased demand for new keywords Plan for and take advantage of the increased demand at search engines generated by offline Embrace search in your 360-degree world
New players in town More than 9 in 10 marketers are planning a Facebook presence by the end of 2010 World wide social media sites like Facebook, Twitter and LinkedIn have around 1 billion users world wide Facebook just reach 500 million users in May 2010 and is growing fast According to a November 2009 survey from Business.com, 73% of B2B respondents who were using social media had less than two years of social media marketing experience.
The mapping cycle of “users” is closing Field The Purchase The Query The Social Graph The Status update The Check-in SignalWhat I BuyWhat I want Who I am and know What I’m doing / Happening Where I Am Sample players Amazon eBay Limundo Google Yahoo Bing Facebook MySpace Google Twitter Facebook Google Gowalla Yelp Foursquare
Early day’s Despite all the hype search marketing is still in it’s infancy There are developed markets like the US and the UK There are emerging markets like Brazil, China and India to mention few There is Europe, countries like Serbia, Bulgaria and even Russia with great and growing potential And let’s not forget possible privacy issues
What does Google say? Google WebMaster tools says it looks at over 200 items when it ranks web sites I say let’s put most our efforts into five of those – Good unique descriptive title focusing on your main keywords Don’t overfill your page with text for the sake of search engines. Think about the keywords people are actually going to search for – Good text that includes all your targeted keywords – Don’t lock you text in images – Have an option for user reviews and comments
Start-up / Case Study What happens when you open an online shop and only use search to market it? – Year one - 2004: $4500 Close to zero inventory – Year two – 2005: $32,500 – Year three – 2007: $150,000 – Year three – 2008: $190,000.- – Year three – 2008: $360,000.- – Year three – 2009: $800,000.- – Year three – 2010: est $1,000,000.- Physical store opened in 2009 Minimum inventory Three employees What was done: Good CMS Keyword analysis Organic Search marketing
Thank You Kristjan Mar Hauksson Director of Search / Founder firstname.lastname@example.org Board of Directors SEMPO International Partners: