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Internet marketing trends 2007

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  • 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn The Latest Trends in Internet Marketing 2007

2. Panelist Introductions Andy King, founder, Website Optimization& author Speed Up Your Site Daniel ONeil, Alchemist & Lead Analyst,Pure Visibility Abbey Beardslee, Sale Planner,MySpace.com/FOX Interactive 3. Search Engine MarketingTrends - The Shift to SEO Andy Kingwebsiteoptimization.com 4. SEM to nearly double by 2011 5. Why more SEM? Advertising budgets shifting to Net PPC prices rising (Google auto-pilot) More measurable metrics TV, radio, newspapers, yellow pages down More companies entering the market 6. Shift from offline to online marketing 7. Shift from Traditional to New Media 8. Shift from PPC to SEO PPC/SEO from 2.4 to 1.1 from 2007 to 2012 PPC costs rising ~6 times $1+ keywords in Jan. 2007 vs. Jan.2006 Ave CPK rose 33% each month in Q1 2006 Ave CPC rose 55%/month Jan. 2006 to Jan. 2007DoubleClick, DoubleClick Performics 50 Search Trend Report Q1 2007, (New York: DoubleClick Inc., June 2007), 1, http://www.doubleclick.com/insight/research (Nov. 17, 2007). 9. PPC Costs Rising Over TimeDoubleClick Performics, Q1 2007 Search Trends Report, (DoubleClick, 2007), 2.http://www.doubleclick.com/insight/pdfs/DoubleclickPerformics50_Q1_2007.pdf. 10. How to boost ROI? Make ad spend more efficient Optimize PPC campaigns Long term SEO equal to PPC (trend) Optimize everything with web metrics Optimize conversion rates Web site optimizer (Google) A/B/C split testing Test, try, and retest 11. Search ROI vs. Other Tactics 12. Measuring Metrics 43% of marketers dont/cant accuratelymeasure ROI from SEO (Jupitermedia, 2007) Only 6-15% of companies are fullyintegrated (eMarketer, 2007) Basic metrics most used (traffic,impressions) 13. Web Metrics Integration 14. Measuring SEM FirmsAmount of Web Traffic (58%)Total sales (50%)ROI from search marketing (49%)Search engine ranking (48%)Number of clicks (43%)Return on advertising spend (42%)Jupiter Research SEM Executive Survey, 2/07 15. Measuring Meta Tag Usage 16. Meta tag trends Keywords (34.2%) description (31.8%)used most Title, metadata Title, Subject, and Descriptionfields most important for SEO rankings 7.4% use Dublin core, less effective for SEO Only 1.7% use metadata Title, yet impacts SEOZhang, J., and I. Jastram, A study of the metadata creation behavior of different user groups on the Internet, InformationProcessing and Management 42 (2006): 10991122.Zhang, J., and A. Dimitroff, The impact of webpage content characteristics on the webpage visibility in search engine results(Part I), Information Processing & Management 41 (2005): 665690.Zhang, J., and A. Dimitroff, The impact of metadata implementation on the webpage visibility in search engine results(Part II), Information Processing & Management 41 (2005): 691715. 17. Search Query TrendsBogatin, D., Yahoo: Searches more sophisticated and specific, (San Francisco: CNET Networks, Inc., May 18, 2006).http://blogs.zdnet.com/micro-markets/index.php?p=27 (July 17, 2007).Pasca, M., Organizing and Searching the World Wide Web of Facts - Step Two: Harnessing the Wisdom of the Crowds, WWW 2007,(Banff, Alberta, Canada, May 812, 2007): 101-110. Google statistics.Oneupweb, How Keyword Length Affects Conversion Rates, (Oneupweb, 2005). (accessed June 15, 2007). 18. How to boost SEO rankings? Fully optimize Title tags (up to 3 keywords) Build backlinks baby Build PageRank (see #2) Use Web 2.0/Social Media Fresh keyword-optimized content Stay out of Google sandbox Longer to reach top rankings 6 -> 12 months 19. Spread of news in Blogistan Takes about 1 week for the averagestory to peak in links in the blogistan Staged release may be more effective Blogs and RSS feeds are powerful forbacklinks Press releases guarantee linksCohen, E., and B. Krishnamurthy, A short walk in theBlogistan, Computer Networks 50 (2006): 615630. 20. SEM Resources MarketingSherpa.com - research firm SEMPO.org - SEM industry professionals eMetrics.org - marketing conferences FutureNowInc.com -conversion rate optimization SEOMoz.org - ranking factors survey SearchEngineLand.com - Danny Sullivan WebsiteOptimization.com/presentations 21. Metrics for the Masses -How improved metrics will redefine what we sell and how we sell it!Daniel ONeilPure Visibility Inc. 22. Metrics and Marketing have been uneasy bedfellowsI know half of my advertising is wasted; I justdont know which half.-- John Wannamaker, ca 1910The time has come when advertising in somehands has reached the status of science. -- Claude Hopkins, 1923 85 years later... 23. Market Measurement has grownexplosively thanks to Google Analytics A free tool that allows detailed traffic profilesat a level of quality second only to high-costproducts like Omnitures SiteCatalyst orWebTrends Business-oriented data, not geek-oriented data Can be used to to make non-intrusive inquiriesinto your clients and visitors needs. 24. The short-term trend: analytics will be as common as Outlook Terms that are becoming more and more common: ROI Cost per Lead Cost per Conversion Sales Funnel considerations Stickiness Web marketers that dont promise metrics -- andthe ability to explain metrics -- will not do as wellas those who do. 25. The long-term trend: Analytics will be used to create sustained, detailed user profilesCompanyProduct LineBooks, some MediaDVD Media, some MovieConsumer Goods(Deep) Downloads (Deep) (Broad, Deep)Business ModelBrick and Mortar Online SubscriptionOnline CommodityCommodity Purchase ServicePurchaseKnowledge of Customer LowHigh HighPreferenceDegree of CustomerLowHigh MediumFeedbackNumber of CustomerVery Low High Medium - Highactions capturedLength of Transactional 0-1ongoing, changes daily per login/purchase orhistoryand weekly browse 26. How will the business model change? Increasingly commodities become monetized throughservices. The Amazon and Netflix web properties are servicesthat contribute to the sale of commodities. - Amazons customer retention in 2002 was 60%; in 2004 it was 78%. Increase in measurable Micropurchase business models Subscriptions and Serials Tracked sampling offerings and price-reduced to get data Attribute bundling (enrich what a product is by adding reviews, friend recommendation, etc.) 27. These ideas are not new, butthey have been slow to grow. Netflix model has been mature since about 2003;Amazons model continues to evolve, but reachedNetflix standard around 2005-2006. Then theysurpassed it! Traditional merchandising companies have been slowto catch up because in order to make it work, ameasurable, superior SERVICE has to be the core goalof any website. It doesnt have to be High Tech, but the vision hasto be clearly defined and supported by theorganization-The Ann Arbor District Library gets it, but Target doesnt! 28. Resources and links http://www.purevisibility.comhttp://recsys.acm.org/program.htmlhttp://analytics.google.comhttp://www.aadl.orgCompeting on Analytics: The New Science of Winning. Davenport, Thomas H.; Harris, Jeanne G. 29. Branding and Positioning Be Something No One Else IsAbbey Beardslee, Sale Planner,MySpace.com/FOX Interactive 30. What Is MySpace? OUR CORE VALUE PROPOSITION: MySpace is the most effective platform to reach the youth market, offering unparalleled reach and composition among trend-setting young adults. 31. How Weve GrownIn just 3 years, MySpace hasachieved portal-sized reach 71 MILLION MONTHLY USERSWeve become the premierdestination for young adults 26 MILLION 18-34 YEAR OLDSWeve developed the highestcomposition of 18-34 year oldsof all broad reach sites 37% COMPOSITIONWe provide both scale and coverageof the trend-setting young adultaudienceSource: comScore Media Metrix, June 2007, US 32. MySpace is Home for Social Networking Users SOCIAL NETWORKING STARTS HERE 62% of the Facebookaudience visits MySpace 60% of the YouTube audience visits MySpace 68.4 million monthly users 82% of members are 18+ 38% reach of the US online population 45.2 billion page views per month 14.2 billion total minutes per month Average of 207.3 minutes per user per month68,392,000 58% of Social Networking market share 24.8 average visits per visitor 43% reach against all adults 18-34 58% of the LinkedIn 37% reach against HH Income 75k+audience visits MySpace* Duplication between Social Networking sites not shownSource: comScore Media Metrix, US data August 2007 33. The Most Efficient Way To Reach 18-34 Year Olds OnlineREACH, COMPOSITION AND CONSUMPTION AMONG 18-34 YEAR OLDSREACH Unique Visitors (000) HIGH-REACH, LOW COMP HIGH-REACH, HIGH COMP Size of bubble indicates page COMPOSITION views (MM) PercentLOW REACH, LOW COMPLOW REACH, HIGH COMP . .. . 34. The Momentum Effect In Action:Smart Media + Brand Community = MomentumMYSPACE MEDIA AND MOMENTUM DRIVES 6-15X THE IMPACT OF OTHER ONLINE MEDIA MySpace Campaign: EA Burnout Band Slam 2 Results: Momentum-Driven ROI* "Definitely Will Purchase"350,000 ROI: People Impacted Per $100,000 SpentExtraordinary300,000250,000200,000150,00015X100,000 50,0006X 0 EA launched an international band competition to Online Advertising MySpace Advertisingpromote a video game release plus Momentum Effect Winning bands music is featured in Burn Out GameMomentum Effectplus a Virgin Record Label The brand community encouraged viral pass-alongAdvertising Effectby allowing users to forward content to friends*** Close to 7,000 contest submissions!! Standard media was also utilized to drive contestawareness and traffic to communitySource: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat 35. MySpace Media Is Smart And EffectiveHIGHLY TARGETEDMYSPACE MEDIA BENEFITS: High-reachThe most efficient wayto reach 18-34 year olds onlineHYPER TARGETING Highly effectiveMySpace mediadrives brand awarenessENTHUSIAST High valueCost-effective relativeTARGETINGto all broad-reach competitors Highly targetedSe

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