go online in the recession: what's next
Post on 17-Oct-2014
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So you have spent countless hours honing your SEO and SEM strategies and are sitting there waiting for the clicks - and cash - to start rolling in. But is that enough? In a recessionary marketplace,the winners will be those brands that don't just sit there but go out looking for customers without waiting for them to come to you. Presented at Search Marketing World in Dublin April 2009.TRANSCRIPT
Search Marketing World 2009
Go Online in the Recession:What’s next.
Mark CongiustaHead of Interactive
Irish International BBDO and Proximity
Search Marketing World 2009
Search Marketing World 2009
Search Marketing World 2009
Search Marketing World 2009
Search Marketing World 2009
Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act I
Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act II
Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act III
Search Marketing World 2009
Competition makes you harder to find
Search Marketing World 2009
Competition makes you harder to find
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
A recession intensifies competition
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
A recession intensifies competition
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
If the customers won’t come to you…
Search Marketing World 2009
Leading online information resources
Society for New Communications Research, “Exploring the LinkBetween Customer Care and Brand Reputation in the Age of Social Media” April 23, 2008
Search Marketing World 2009
Forrester Research, “Social Media Playtime Is Over”, March 2009
Social media marketing spend“Assuming that the economy is in recession in the next six months, how
would you change your investment in social media?”
Search Marketing World 2009
http://offbeatink.com/tattoo-designs/tattooed-baby-with-brand-endorsements/
Customers are fickle
Friends are loyal
Search Marketing World 2009
http://www.flickr.com/photos/protoflux/544191007/
Share
• Socialize• Befriend• Add value• Become
indispensable
Search Marketing World 2009
http://www.flickr.com/photos/criminalintent/256540145/
Target
• Locate• Listen• Personalize• Remember
Search Marketing World 2009
http://www.flickr.com/photos/funtik/1175522045/
Engage
• E-mails• Podcasts• Webinars• Video• Export your
message
Search Marketing World 2009
http://www.flickr.com/photos/soylentgreen23/2995911291/
Converse
• Blogging• Thought piece
authorship• Relevant
speakingengagements
• Join theconversation
Search Marketing World 2009
Blogs Brand Extension
Social Networks E-commerce
Media Sites
Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
Search Marketing World 2009
Engagement isanother word forreally, really goodcustomer service
Search Marketing World 2009
http://www.flickr.com/photos/techshownetwork/2961911760/
“Our belief is that ifwe keep putting greatproducts in front ofcustomers, they willcontinue to open theirwallets”
Search Marketing World 2009
Thank You!
http://www.twitter.com/InteractiveMark
http://www.linkedin.com/in/InteractiveMark