HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING

DRIVING SUCCESSDRIVING SUCCESSWITH DIGITAL MARKETINGWITH DIGITAL MARKETING

TRENDS TO TRENDS TO WATCH FORWATCH FOR

20.3M Canadians have a MOBILE PHONE

6.6M have a SMARTPHONE

Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011

Mobile

Source: Ipsos Reid, May 2011

63% look for stores/restaurants 4.4 times a month

more than 40% research products and prices on their mobile phone

Geolocation

Source: Facebook Source, SME Research Media U&A 2011

30% of SMEs use social media

21.5M Facebook Profiles

Social Media

23% of Canadians have purchased a daily deal

$26M worth of deals were sold in Canada…in June alone…

BUY

Group Buying

SIMPLE TACTICS SIMPLE TACTICS THAT WORKTHAT WORK

Current users: Plan to continue using (net likely)

Newcomers: Plan to begin using media (very likely)

Current Media Usage

% SMEs Planning To Use Online Media

Opening Hours

Contact Info

Maps

Photos & Videos

UP-TO-DATE & RICH CONTENT

Update Your Website

54% of small businesses update their sites less than once a

month

Only 2% of small businesses update their

sites more than 5 times a month…

…and saw 300% more traffic than those who update their site

less frequentlySource: SiteKreator via ReadWriteWeb 2011

« The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC)

SME Result

MY BUSINESS

Get Found

SEO

SEM

Added a Phone Number =

+30% number of Calls

2

Optimize keyword in URL =

-33% Cost Per Call

1

Yellow Pages Case StudiesTM

Your Business

Be Social

Chat Forum

Blog

Tom Bihn – SME Success Story

SOMETIMES IT WORKS…

SOMETIMES IT DOESN’T

Group Buying

Test, Track, Analyze & Action

WEBSITEUpdated 5x my website and saw

an increase of 300% in traffic

SEMOptimized keyword

and got 30% more calls

What’s my Cost per Lead?

How many Calls became Sales?

How much am I spending?

SOCIALI tested a campaign on Facebook

and I have 90 additional fans

Did You Get What You Paid For?

Speak to over 9.2M unique visitors

Speak to over 9.2M unique visitors

1 in 2 Canadians use

our directory

1 in 2 Canadians use

our directory

24M Canadians expect a website

24M Canadians expect a website

Capture share of 3.7B searches

online every month

Capture share of 3.7B searches

online every month

UNDERSTANDING ONLINE BEHAVIORUNDERSTANDING ONLINE BEHAVIOR& & GROWINGGROWING YOUR BUSINESS YOUR BUSINESS

WHO WE ARE WHO WE ARE

26

UNDERSTANDINGUNDERSTANDINGUSER BEHAVIOURUSER BEHAVIOUR

Search is…

The connection between intent and content

User Behaviour

The 5 foundations of Search Marketing:

•Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience

User Behaviour

User Behaviour

The 5 foundations of Search Marketing:

Get the Right Message to the Right PersonIn the Right Place at the Right Time and deliver the Right Experience

User Behaviour

The 5 foundations of Search Marketing:•Right Message•Right Person•Right Place•Right Time•Right Experience

Search Behaviour: Search Patterns on Major Engines

Google Live Yahoo

Search Behaviour: Search Patterns on Major Engines

Source- Eye Tracking II: Enquiro

Search is…

The connection between intent and content

User Behaviour

Search is…

The connection between intent and content

Intent = Keywords

User Behaviour

Semantic Mapping in Search

Reviews

Consumer Reviews

TestimonialsSLR5 Megapixel

Canon Kodak

Nikon

SonySmall Size Easy to Use

“Digital Camera”

Digital Camera

“until I find you john irving”

Contentmatched

intent

Contentmatched

intent

“until I find you john irving”

Personalized Results

18.91

40.4

20.57

40.95

15

55.56

0

10

20

30

40

50

60

Non Personalized Personalized

% of Time Spent % of Fixations % of Clicks

• Organic listings 3, 4 and 5 personalized

• Study of 16 individuals

• Tracked History from a previous session

• Provided listings based both on past clickstream and assumed place in buying funnel

The Area of Greatest Promise ?

% Yes

0%

10%

20%

30%

40%

50%

60%

70%

80%

Would you usethe searchengine tolaunch a

similar query

Would you usethe searchengine for

other queries

Would yourecommend thesearch engine

to a friend

Would youmake the

search engineyour preferredsearch engine

Good Ad Bad Ad

How Important is the Area of Greatest Promise?

Enquiro Microsoft Ad Relevance Test

How Important is the Area of Greatest Promise?

Enquiro Microsoft Ad Relevance Test

% Yes

0%

10%

20%

30%

40%

50%

60%

70%

80%

Would you usethe searchengine tolaunch a

similar query

Would you usethe searchengine for

other queries

Would yourecommend thesearch engine

to a friend

Would youmake the

search engineyour preferredsearch engine

Good Ad Bad Ad

44

SEO & SEMSEO & SEM

Search is…

The connection between intent and content

Intent = Keywords

User Behaviour

KeywordsBrainstorm

Internal Search Function

Search Engine Referrals

Competitors

Natural Language

Social Networks, Blogs, News

Let’s Talk About Spiders

Let’s Talk About Spiders

1.Content

2.Content

3.Content

3 Keys To SEO

1.ContentCreate as much as possible

2.ContentUnlock the content you haveShare it with the world through linking

3.ContentKeep creating more

3 Keys To SEO

•Articles

•Blogs

•Corporate Info

• Images

•Video

•Press Releases

•Podcasts

•Webinars

•Whitepapers

•Microsites

•Promotions

Content is...

1.Test

2.Test

3.Test

3 Keys To SEM

1.TestYou’re your targeting

2.TestYour ad copy and landing pages

3.TestKeep testing

3 Keys To SEM

•Understand your target market•Attract a qualified audience•Coach the click•Allow visitors to convert in a way that is natural to them

•Monitor performance to enable continuous improvement

Paid Search Best Practices

•Write ad copy to match intent•Use keywords (remember semantic mapping)•Test different ad copy•Landing Pages match the ad

Paid Search Best Practices

•Not understanding intent•Not using the same language as your target market

•Basic optimization not done (SEO)•Landing pages too generic or not giving the user what they want

Top 10 Mistakes…

•No analytics or not capturing the right information (i.e. cookies not set to buying cycle)

•Broadly defined ad-groups•Set it and forget mentality

Top 10 Mistakes…

•Focused on click metrics instead of conversion metrics

•Not doing day-parting and geo-targeting•Big 3 blindness

Top 10 Mistakes…

HARNESS THE POWERHARNESS THE POWEROF ONLINE MARKETINGOF ONLINE MARKETING