integrated search, social, and display for ecommerce sites lisa raehsler at ses chicago 2012
DESCRIPTION
ntegrated Search, Social and Display for Ecommerce Sites Throughout 2012, the leading rally cry amongst digital marketers has been "Integrate or die on the vine!" Ecommerce sites are in a natural position to make integration work for them, since their marketing strategies focus on driving qualified and conversion-oriented traffic through a number of channels, including paid, owned, and earned media online, as well as offline promotions. Search engines are evolving and users are becoming more sophisticated, requiring an ongoing commitment to staying current and ensuring the brand and product messaging is consistent and capable of driving performance. This panel of digital marketing and Ecommerce practitioners will bring conference delegates through a variety of ways to integrate across paid search and display efforts along with organic search and social media. The panelists will also answer questions posed by the audience, specific to certain problems or the results they have shared.TRANSCRIPT
Chicago | November 12–16
Integrated Search, Social and Display for Ecommerce Sites
Lisa Raehsler Big Click Co Found/ SEM Strategy Consultant
Chicago | November 12–16, 2012 | #SESCHI
Today
• Why Integrated markeEng?
• Shopping behavior trends • Examples of integraEion
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
MulCple Consumer Paths • Selling has become more complicated: Search, Social, Display
• Shopping behavior has changed
• Integrated markeEng using online markeEng plaMorms and channels to support a markeEng goal
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
MulC-‐Device Owners Plan To Purchase Online Across Devices
• Shoppers are presented more opprintuniEes, adverEsers have more challenges
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
Qualified Conversion Oriented Traffic Will Come From A Variety Of Sources
• There are opportuniEes to integrate these channels to opEmize conversions
@LisaRocksSEM
• Search results • LocaEons / maps • Product lisEngs /shopping • Display
Search • Smartphones / Tablets • LocaEons / maps • Shopping Apps • Display
Mobile • G+ • FacebooK • TwiYer • YouTube • Pinterest
Social
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: All + Social • Broadcast to all social channels
@LisaRocksSEM
Promo
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Search + Social
• Google Adwords and Google+
• Link Google+ page to website and link Adwords to Google+ page
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Display + Social
• RetargeEng ideas:
• Target site visitors from social networks to join your Facebook page.
• Build PPC search campaigns around “last minute gi_s” with special landing pages. Target visits to these landing pages with gi_ ideas.
• Use the abandoned shopping cart technique combined with a sweet offer like 30% off to complete.
• Test different offer types: % off, $ off, free shipping etc and tag unique LPs with similar offers
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng Channels: Search + Display + Social
• RetargeEng on YouTube
• Cross-‐PlaMorm RetargeEng-‐ collect users YouTube
• Target people across the Google Display Network who watched a certain video on YouTube or subscribed to your YouTube channel.
• If someone visited your site already, checked out a certain category, or even a certain product, you can target that person as they browse YouTube.
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Mobile & Local
• 4 in 5 mobile/tablet owners will use the devices to aid in holiday shopping
• 1in3 mobile searches are local
• Websites we can expect to see research in product reviews or features.
• Users consuming content are farther from the conversion, so focus efforts at the boYom of the funnel.
• Make mobile ads acEonable with ad extensions
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng Channels: Apps + Shopping • Cross promote
apps from website
• Promote apps in Adwords
Chicago | November 12–16, 2012 | #SESCHI
IntegraCng channels: Social
@LisaRocksSEM
Chicago | November 12–16, 2012 | #SESCHI
Integration with Facebook
Chicago | November 12–16, 2012 | #SESCHI
Integration with Twitter
Chicago | November 12–16, 2012 | #SESCHI
Missed opportunity?
Chicago | November 12–16, 2012 | #SESCHI
Missed opportunity?
Chicago | November 12–16, 2012 | #SESCHI
Top Tips
1 Capture Consumer Demand: 54% of consumers will start holiday shopping before Black Friday 2 Make Sure Your Brand is Top of Mind: 46% of consumers plan to spend more time shopping around for gifts this year because of the economy 3 Open Attribution Window: While consumers are researching early, 31% plan to do the majority of their holiday shopping in early/mid December 4 Capture undecided holiday shoppers with search: 37% of consumers say search is their go-to source for gift ideas, and 51% plan to research online but buy in-store 5 Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet owners will use their device for holiday shopping, and mobile users continue searching after Christmas
1 Be consistent across channels
2 Integrate channels + platforms
3 Look for opportunities to promote
@LisaRocksSEM