19
THE BRIDGE TO INTENT How Search Engine Marketing Remains the Driving Force Behind Digital Marketing
THE BRIDGE TO INTENTHow Search Engine Marketing Remains the
Driving Force Behind Digital Marketing
OV
ER
VIE
W
@ErikFord
10+ years in multichannel marketing
Founded Entrepreneurship program at University of Tampa
Helped build 2 industry changing marketing startups
© 2014. ERIK FORD.
Marketing: Yesterday, Today and Tomorrow
CUSTOMER AWARE CUSTOMER-CENTRIC CUSTOMER PREDICTIVE
© 2014. ERIK FORD.
© 2014. ERIK FORD.
The Digital Marketing Ecosystem
© 2014. ERIK FORD.
© 2014. ERIK FORD.© 2014. ERIK FORD.Source: K2 - 2020 Foresight by Jordan Rohan of Stifel© 2014. ERIK FORD.
Th
e M
ark
eti
ng
Co
mp
ass
Se
arc
hE
xp
lain
ed
© 2014. ERIK FORD.
Se
arc
h:
A $
54
BN
Ma
rke
t
© 2014. ERIK FORD.
Se
arc
h i
s E
volv
ing
Se
arc
h:
Wh
ere
Yo
u C
an
Go
© 2014. ERIK FORD.
Se
arc
h i
n t
he
Fu
nn
el
Vacation Hawaiian vacation 5-Star Resorts Hawaii Four Seasons Resort Hualalai
Se
arc
h:
Wh
at
Ca
n Y
ou
Do
?
© 2014. ERIK FORD.
Se
arc
h:
Th
e P
roce
ss
© 2014. ERIK FORD.
Analytics, Big Data, Attribution
Why you need it: Empowerment to make intelligent decisions on strategy.
TRACKING1
REPORTING2
ACTION3
•
•
•
•
•
•
•
•
•
The Bow Tie MarketerA
WA
REN
ESS
EM
PA
TH
Y
EN
DO
RS
EM
EN
T
EV
AN
GE
LIS
M
CO
NSI
DER
ATI
ON
INTE
NT
AC
TIO
N
Most marketing ends here.
© 2014. ERIK FORD.
E3: The Marketing Effectiveness Lens
EXPERIENCE
EMPOWERMENT
ENDORSEMENT
© 2014. ERIK FORD.
Closing Remarks
CAREER OPTIONS
Hospitality Brand Side
Software
SILLICON VALLEY TRENDS
Marketing Automation
Predictable Revenue Model
Customer-centric
RECOMMMENDED READING
David OgilvyPhil Kotler
Seth GodinMalcom Gladwell
Chip ConleyMarketo Blog
Agency/Consult
Pro
ject
Re
com
me
nd
ati
on
s• Organic search is good for evergreen marketing and predictable
times; paid search is good for competitive periods, and lifting lulls
• Use buy-cycle understanding and differentiation opportunities to target the right audience and offer the right messaging throughout the funnel
• Understand the customer journey• Why would weekend travelers visit this Hampton? What searches key terms
would indicate this?
• What incentivizes someone to stay Thursday night vs go home with their family? Have you surveyed guests or the hotel?
• Differentiate: Offer opportunities others don’t• Before weekend rates jump, what can be done to incentivize Thursday night
business?
• Where are there margin opportunities vs fixed costs to work with?
• Can the Hampton further partner with local business to drive more retention?
