it’s not multichannel marketing if you don’t include search-lisa raehsler-smx east 2010
DESCRIPTION
It’s Not Multichannel Marketing If You Don’t Include Search We all know multichannel marketing – reaching customers through multiple avenues such as a retail store, website, catalogue, or direct personal communications via snail mail, email or text message. But what about search? If you’re not engaging through the search channel, you’re missing out on one of the most powerful forms of engagement: people telling you specifically what they want! This session explores the best ways to integrate search into the marketing mix.TRANSCRIPT
It’s Not MultichannelMarketing If You Don’t
Include Search
Lisa RaehslerSEM Strategy Consultant
October 6, 2010
@lisarocksSEM
Is SEM Overlooked?
This is Search
1 line item1 budget
@lisarocksSEM
Best Practice #1: Goals
Fit into overallstrategic goals
•Can help definegoals
•Different goals forsearch?
Buying Funnel
@lisarocksSEM
Best Practice #2: Listen
Listen to what peoplewant
•This is what theysearch for!
Keyword Global Monthly Searcheseco products 49,500 "eco products" 12,100 [eco products] 4,400 green products 90,500 "green products" 40,500 [green products] 9,900 eco friendly products 33,100 "eco friendly products" 18,100 [eco friendly products] 9,900 eco friendly cleaning products 3,600 environmentally friendly products 40,500 eco friendly 450,000 eco friendly promotional products 1,900 eco friendly home products 880 green eco friendly products 720 eco friendly products wholesale 480 green home products 2,400
@lisarocksSEM
Best Practice #3: Creative
Creativeconsistency
•Old Navy:
•Same ad copy onevery search
•Missedopportunity!
@lisarocksSEM
Best Practice #4: Budget
Proper budget allocation
•This is a real budget allocation for a nationalproduct launch!
@lisarocksSEM
Best Practice #5: Engagement
1. Watch TV
2. Search
4. Off-line purchase?
3. Visit Website
@lisarocksSEM
Killer Tactic #1
Retargeting
• Reach themanywhere on theweb
@lisarocksSEM
Killer Tactic #2Drive socialmedia fans andfollowers withPPC
@lisarocksSEM
Killer Tactics #3
Promotions and special offers
• Escalating discounts
Free Shipping
10% off
20% off
@lisarocksSEM
Killer Tactics #4
Ad scheduling
• TV Spots
• Key programs
Extreme Makeover: Home Edition
Hoarders
@lisarocksSEM
Final Thought…
Search can be integrated into any campaign!
Thank You!
Contact:
Lisa Raehsler
SEM Strategy Consultant
Certified Google Advertising Professional
@lisarocksSEM
blog: onlinemarketingmavens.com