2015   Annual  Mee-ng  

Search Marketing Trends, Forecasts & Application for Life Sciences

Rachael Zahn

@RachaelZahn | ZOGDigital.com | RachaelZahn.com

2015   Annual  Mee-ng  

2015   Annual  Mee-ng  

2015   Annual  Mee-ng  

2015   Annual  Mee-ng  

2015   Annual  Mee-ng  “The Original Google Platform, 1998.” Source: Top Design Mag, 2015.

2015   Annual  Mee-ng  “First Google Team, California 1999.” Source: Top Design Mag, 2015.

2015   Annual  Mee-ng  

Trends - Mobile Leads, Quality Improves

Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.

2015   Annual  Mee-ng  

Trends - Content to Query Alignment

Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.

2015   Annual  Mee-ng  

Trends – Buying Journey Support

“The Scientific Buying Journey” Source: Persuading Scientists, Marketing to the World’s Most Skeptical Audience, Hamid Ghanadan, 2012.

•  Recognition (Beginning) > Leadership Content •  Brand Awareness, Sales Support

•  Exploration (Middle) > Education Content •  Brand Insurance, Sales Support

•  Evaluation (End) > Persuasion Content •  Lead Generation, Sales Support

2015   Annual  Mee-ng  

Trends – Pre-Lead Journey Support

“The Customer Journey” customized for Large Business & Industrial Companies, US. Source: Google Think Insights, 2015.

Generic Paid Search Branded Paid Search Organic Search

2015   Annual  Mee-ng  “Micro-Moments” Source: Google, https://www.thinkwithgoogle.com/micromoments/, 2015.

2015   Annual  Mee-ng  

Forecast – Digital Marketing Spend

Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.

2015   Annual  Mee-ng  

Forecast – Search Marketing Spend

Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.

2015   Annual  Mee-ng  

Forecast – Keyword Revenue Tool ©

•  Measure & Value Search Market Share & Growth •  Forecast Revenue or Lead Count / EVA •  Keyword-Level Insights •  Competitive Intel

Keyword ROI Calculator + Active Optimization

+ Forrester Validation = Predictable Results

Existing

Growth

All

2015   Annual  Mee-ng  Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

2015   Annual  Mee-ng  Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

2015   Annual  Mee-ng  Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

2015   Annual  Mee-ng  Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

2015   Annual  Mee-ng  Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

2015   Annual  Mee-ng  

Application – Content-Centric Approach

•  Foundation for All Marketing Channels •  Enterprise-Wide Content Support •  Supports Buying Journey / Micro-Moments

2015   Annual  Mee-ng  

Application – Active Optimization™

•  Setup Performance Analytics & Goals •  Content Refresh & Distribution

•  On-Page SEO •  Link Building SEO •  Refined Paid Search & Landing Pages •  Web Support

•  Continual Monitoring

2015   Annual  Mee-ng  “The Periodic Table of Success Factors” Source: Search Engine Land, http://selnd.com/seotable, 2015.

2015   Annual  Mee-ng  

Application – Enhanced Reporting

•  Search Market Share •  Organic Search Rank (PAR/PCR) •  Link Profile & Referral Traffic •  Paid Search Performance •  Site & Content Performance •  Competitor KPI Performance

2015   Annual  Mee-ng