1. Search Engine Marketing Chapter 1 Instructor: Dawn Rauscher
Integrated Marketing
Search Engine Marketing
Chapter 1
Instructor: Dawn Rauscher

2. Brief Marketing History
When Did it Begin?
1800’s -- Newspapers
1900’s -- Radio & TV
Types of Marketing?
Direct Marketing
Database Marketing
Profiling
Clustering
Segmentation
Customer Lifetime Value (CLV)
Scanner Data
Consumer Interviews
Web Marketing
Banner Ads
Bulk
Portals
Search Engine Marketing

3. Offline Marketing Lessons
TV Road Blocks
1960’s
4 Ads for 2 Nights targeted 90% audience
Today
85 TV Ads
Problems
Thousands of channels
Newspapers
Radio Stations
Billboards
Web pages

4. Digitization Changes Countless Choices Manage Ad Campaigns
Example: Music (MP3, ipod, ipad, Pandora)
Example: Newspaper
Manage Ad Campaigns
Web allows for segmentation
Target specific audience
Transformation
Few Campaigns/Year
Thousands of Campaigns Simultaneously
Media
Mostly make money by displaying advertising

5. New Marketing Model Analytics Benefits Results
Digital Media sends data to the analytics
PPC, SEO, banner adds, bulk , ect.
Traditional Media have been added to this stream of information
Benefits
Where is the traffic coming from?
How much does it cost per lead?
How much does it cost per sale?
What is the value per visitor?
Results
What is going on?
What can we do about it?
Change campaigns accordingly

6. Google’s Role AdWords (Easy, popular, successful) Ads on AM/FM radio
Ads on TV (CNN, MSNBC, Animal Planet)
Upload a video, select markets, place bids
Newspaper Market
Mobile Device ads

7. Limits of Traditional Marketing
Connections of TV ad views to sales could not be tracked
TV stations did not know if the show was being watched
Radio stations didn’t know if people were listening
Newspapers could only track sales and subscriptions

8. Unique URL’s & Tracking Codes
Send the customer to a webpage
Unique URL’s included in all ads
KoiSummer.com for TV
KoiJuly.com for radio
Tracking tools record visits, actions, conversions
Unique URL’s with a redirect to the main site

9. Buying Cycle Awareness of a desire or need Research the market
Compare products
Purchase the product

10. Length of Buying Cycle Low cost products = A few days
Large purchases = Month
Industrial Equipment = Six Months
Real Estate = Years

11. Integrated Marketing
The use of two or more marketing channels to sell a product or service.

12. Digital Marketing Tools
Analytics --- Software to track campaigns
PPC (pay-per-click) ---Place Ads on search results
Multivariate Testing (MTV) Software to test permutations of web pages
Targeting Messaging Databases, analytics, behavioral targeting, customer profiles to send targeted messages
Business Intelligence (BI) Software that collects sales & financial activity
CRM Software to track customers

13. Integrated Marketing Strategies
Divide up customer base into categories
Display message at audience through multiple channels
Point viewers to unique URL

14. Enterprise Marketing Management EMM
Uses various tools to manage marketing strategies and tactics
Reduces costs
Increases productivity
Grows revenue
Other Names
Marketing Resource Management (MRM)
Marketing Operations Management (MOM)
Unica is the market leader

15. Conclusion Google AdWords allow marketing to be a trackable activity
Digitized Marketing offers new tools for automated distribution of campaigns across multiple channels
Traditional Marketing and Online Marketing have merged into one package