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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES CHAPTER 7 Customer Acquisition: Search, & Other

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 3 CUSTOMER ACQUISITION TECHNIQUES

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 4 Both Consumers and Marketers “Can’t Live Without” Search. WHY DO YOU THINK THAT IS?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 5 MOST INTERNET ACTIVITY BEGINS WITH SEARCH

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 6 GROWING IMPACT OF SEARCH

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 7 BING IS THE NEW PLAYER

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 8 SEARCH ENGINE SOM

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 9 MARKETING SPEND

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 10 WORLD OF SEARCH – BROADER THAN SEARCH ENGINES

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 11 ITEMS THAT AFFECT RANKINGS IMPACT 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

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 12 SEARCH ENGINE MARKETING (SEM) Search Engine Optimization (SEO)  Improving Ranking on Organic/Natural Search Paid Placement (PPC)  Paid Text Advertising on Search Pages

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 13 ORGANIC RANK NEGATIVES Flash Entry Pages  Search Engine Spiders Can’t Read Them Frames (separate scrollable windows on a page) No Site Map  Spiders Use them to Navigate the Site Irrelevant/Poor Quality  Keywords  Links 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

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 14 PAID PLACEMENT - PPC Set Up Account With Search Engine Select Keywords/Submit Bids Write Text Ad Provide URL Publish Ad Monitor Reports  Use to Plan Future Campaigns/Develop Landing Pages See Google AdWords, Yahoo! Sponsored Search and others

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 15 KEYWORD BIDDING

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 16 KEYWORD TRENDS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 17 TWITTER – AND MANY OTHERS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 18 OTHER TYPES OF SEARCH Desktop Local Vertical Personalized Blog, Video and Growing!

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 19 OTHER TECHNIQUES Events Publicity Affiliates Portal Relationships Viral Widgets

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 20 EVENTS Offline  Automobile Dealers, Cosmetics Departments, etc. Online  Contests, Concerts, etc.

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 21 VIRTUAL LEAD GENERATION CONFERENCE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 22 PUBLICITY Offline Techniques Including  Press Releases  Placement of Content/Features The Web Has Added  Press Releases Optimized for Search  Reputation Management

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 23 OPTIMIZING PRESS RELEASES Select Most Important Keyword  Place In Headline, Subhead, Body (3 times or more) Include Complete Website URL ( Use Generic Product Name Post On Website as Separate Page Send To Distribution Services Tag Entries – Keywords, Categories Optimizing Press Releases to Show Up in Search Engines

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 24 THE SOCIAL MEDIA PRESS RELEASE From Shift Communications squared.com/2006/05/the_soci al_media_press_release.html

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 25 WHAT PEOPLE ARE SAYING Google Alerts Technorati, Other Blog Search Blog Comments  BackType Alerts- “receive update whenever a search term is mentioned in a COMMENT” Discussion Boards – boardtracker.com Twitter – search.twitter.com Friendfeed – friendfeed.com/search Also

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 26 REPUTATION MONITORING DIY OR AGENCY

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 27 AFFILIATE PROGRAMS Other Sellers Connect To Major Site  Smaller Sites Sell Products and Collect Commission  Larger Site Generates More Traffic/Sales Inexpensive and Effective for Both

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 28 PORTAL RELATIONSHIPS Featured/Exclusive Product Category on Portal Key is Not to Overpay

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 29 VIRAL MARKETING Many Try...Few Succeed! Content/Ad Will Not Become Viral If It Has Obvious Commercial Intent. 7&pwd=ENNVDPAVDBJV&src=IF

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 30 – Yes! Spam – No!

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 31 Can Be Developed Quickly Content Is Flexible, Including HTML, Rich Media, and Video Distribution Is Controllable By Marketer Can Be Tested And Revised For Effectiveness Measurable Inexpensive ADVANTAGES OF MARKETING Getting Good Opt-In Lists Is An Issue

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 32 LEVELS OF PERMISSION MARKETING Opt-Out OPT-IN  Double Opt-In  Confirmed Opt-In

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 33 SUCCESSFUL PERMISSION MARKETING Conscious Consent Choice (e.g. Content, Frequency, Device...) Clarity (no attempt to mislead) Confidence (trusted brand) Control (including how data is used) Confirmation

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 34 KEY METRICS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 35 VARY BY INDUSTRY

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 36 CONFIRM AND COMMUNICATE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 37 CONFIRM/THANK & COMMUNICATE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 38 BASICS OF MARKETING

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 39 CAMPAIGN PLANNING

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 40 INTEGRATE INTO OTHER APPS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 41 REVIEW PROGRAMS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 42 KPIs INCLUDE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 43 ONE VIEW – BEST PRACTICES Make Registration Easy Create Effective Promotional Strategy Make It Actionable Offer Opt-Out Alternatives  Get Feedback Be Relevant/ Timely  Event-Triggered?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 44 CAN-SPAM Prohibits False, Misleading Header Prohibits Deceptive Subject Line Requires Opt-Out Mechanism Requires Commercial Identified Requires Valid Physical Mail Address

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 45 SPAM IN THE EYE OF THE BEHOLDER

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 46 CRITICAL PRINCIPLES R elevance espect ecipient Control

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 47 SUMMARY Continued Customer Acquisition Essential  Growth, Profitability Retention Less Expensive Than Acquisition (Ch 8) Use Multiple Acquisition Techniques  Online And Offline Cost Effectiveness Matters  CLV Search—Engines, Local, Vertical, Personal Events, PR, Affiliate, Portal, Viral  Important for Acquisition; Key for Retention  Communications Plan Essential The 3 Rs of Marketing