+ All Categories
Transcript
Page 1: Search Marketing Tactics For Online Retailers this Holiday Season

This is

Search Marketing Tactics For Online Retailers this Holiday Season

by

!"#$%&'()*#!+,,#

-.'/0'*)1#(23#

Page 2: Search Marketing Tactics For Online Retailers this Holiday Season

•  !"#$%%&'(%)'*+,,'-%$./012'•  345'-%$./01'6%72"85)'

•  9%$":%72'–  ;7<52:7='0>)%22'>40775$2'– 6%775>:7='?.#4'>%72"85)2'

agenda

Page 3: Search Marketing Tactics For Online Retailers this Holiday Season

outlook for 2011

Page 4: Search Marketing Tactics For Online Retailers this Holiday Season

•  -%?'8071'2502%70$'/%$$0)2@'–  )5#0.$'5>%885)>5'20$52'%('AB*CDE7'

– *+,+'4%$./01'2502%7F'4,!5'%<5)'*++G'

outlook

,678#

!978#

!67!#!:7+#

!67,#

;!78#

15

20

25

30

35

2005 2006 2007 2008 2009 2010 2011

!"#$%&'()*+&$#(*,"--*),*(.&#*.(/0(1$##$"2.3(

4"5),*6(*7&)8*+*)(

?

!"#$%&'(.*&."2(9(:";*-1*)(<(=*,*-1*)(

Page 5: Search Marketing Tactics For Online Retailers this Holiday Season

•  H>%885)>5F'I50)J57/'<2C'I50)J)%"7/'

– -%$./012K'240)5'%('#%#0$'5>%885)>5'?02'=)50#5)'.7'*++LJ*++M'

– N%<'O'P5>'$522'.8Q%)#07#@'

–  >&2?@,+(-")*($-A")+&2+B(

outlook

!,7!5#!,7"5#

!,7;5#

,67<5#

!+7!5#

,67<5#

17.0%

18.0%

19.0%

20.0%

21.0%

22.0%

23.0%

2005 2006 2007 2008 2009 2010 2011

!"#$%&'(.C&)*("D(+"+&#()*+&$#(*,"--*),*(.&#*.(

4"5),*6(*7&)8*+*)(

?

Page 6: Search Marketing Tactics For Online Retailers this Holiday Season

• R457'#45'=%.7='=5#2')%"=4S'–  ;7'0'E0/'5>%7%81T'4%$./01'5J>%885)>5'2Q57/.7='#0&52'0'E.==5)'4.#'#407'150)J)%"7/''

outlook

-10.0%

0.0%

10.0%

20.0%

30.0%

2006 2007 2008 2009 2010

I50)J57/'U4%$./012V' I50)J)%"7/'4"5),*6(*7&)8*+*)(

E*&)?";*)?'*&)(F)"G+C($2(C"#$%&'()*+&$#(*,"--*),*(.&#*.(

Page 7: Search Marketing Tactics For Online Retailers this Holiday Season

•  3451K)5'4%$./012'W''E"#'?.$$'#451'E5'40QQ1@'– X758Q$%1857#Y"7/5)58Q$%1857#'

– Z"$75)0E$5'[707>.0$'80)&5#2'– R50&'>%72"85)''>%7[/57>5'

– N%'57/'.7'2.=4#\'

outlook

Page 8: Search Marketing Tactics For Online Retailers this Holiday Season

the holiday consumer

Page 9: Search Marketing Tactics For Online Retailers this Holiday Season

•  ]).>5J/).<57'•  90<<1'0E%"#'20<.7=2\(

Holiday Consumers

9!7<5#;87+5#

!:7:5# !<7+5#!!7+5# !,785#

897+5#

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Only buy gifts on sale

More comparison

shopping

Buy for fewer relatives

Buy for fewer friends

More ROPO More shopping online

Spend less money!

4"5),*6(HIJ)*.*&),CK(>5#'(LMNM(

O*.*&),C("2#$2*K(P5),C&.*("Q$2*(

R("D(ST4T(,"2.5-*).(5.$2F(.+)&+*F$*.(+"(.A*2%(#*..(%5)$2F(C"#$%&'.(

Page 10: Search Marketing Tactics For Online Retailers this Holiday Season

•  3451'2#0)#'50)$1'%7'#45.)'4%$./01'24%QQ.7=S'– ^$8%2#'40$('%('40<5'E5="7'24%QQ.7='E1'95Q#58E5)'

Holiday Consumers

=>2#'*#)>*?@)*#!,5#

AB/)CAB?2CDBE#,95#

-).&#,!5#$%&#

,:5#

F'G#!,5#

H)%#,95#

U$-*D)&-*(+"(.+&)+(C"#$%&'(.C"AA$2FV)*.*&),C(

4"5),*6(W4+&+*("D(4C"AA$2FKX(J""F#*(<(@UYK(7&'(LMNM(

Page 11: Search Marketing Tactics For Online Retailers this Holiday Season

•  _"#'#451K)5'2:$$'/).<57'E1'$02#J8.7"#5'>%7<57.57>5'– 995'%('4%$./01'250)>452'(%)'$02#J8.7"#5'=.`2'07/'2#%)5'$%>0#%)'#5)82'()%8'8%E.$5'/5<.>52(

Holiday Consumers

!65#!;5# !!5# !+5# ,65# ,65#

0%

10%

20%

30%

40%

50%

Look for better price

Look for product reviews

Receive sale alerts

Search at another store

Use mobile barcodes

Use mobile coupons

4"5),*6(I2.$FC+Z[A)*..K(=*,(LMNM(

R("D(ST4T(,"2.5-*).(5.$2F(.A*,$\,(-"1$#*(.C"AA$2F(.+)&+*F$*.(%5)$2F(C"#$%&'.(

Page 12: Search Marketing Tactics For Online Retailers this Holiday Season

solutions

Page 13: Search Marketing Tactics For Online Retailers this Holiday Season

•  I*'(?)J3';7a0:%7'.7'85/.0'>%2#2'.2'4.=45)'/").7='#45'4%$./012'– ]0./'250)>4'0<=C'6]6'U>%2#JQ5)J>$.>&V'?02'bcd'I!I'– ]P](&,+5&##'(%"G2(?NR(^@^(&_*)(C"#$%&'.`(

•  -'?BK'/3'!7$.75'0/<5):2.7='8070=5857#'Q$0e%)8'– ^7:>.Q0#5'>407=52'O'5f5>"#5'

solutions Paid Search

Display Mobile Social

`(J""F#*(Z&)2$2F.(O*A")+K(aA)$#(LMNN(

Page 14: Search Marketing Tactics For Online Retailers this Holiday Season

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– g5<.2.#'Q02#'4%$./01']]6'85#).>2T'52QC'>407=52'.7F'•  6$.>&#4)%"=4')0#5'U63gV'•  6%2#JQ5)J>$.>&'U6]6V'•  6%7<5)2.%7')0#5'U6ZgV'

– X25'h%%=$5';72.=4#2'#%'Q)%i5>#'250)>4'j"5)1'<%$"85'E025/'%7'Q02#'4%$./01'2502%72'

– ])5J58Q:<5$1'0/i"2#'E./2YE"/=5#2'"2.7='%7$.75'0/<5):2.7='8070=5857#'#%%$'

– ="2b+(G&$+(52c#(^de(

Page 15: Search Marketing Tactics For Online Retailers this Holiday Season

•  I*'(?)J3'345)5'0)5'%7$1'2%'8071'250)>4'j"5).52'%"#'#45)5'#%'E5'40/'– 6%72"85)2')0)5$1'#0&5'0>:%7'0`5)'.7.:0$'5fQ%2")5'

•  -'?BK'/3'9:8"$0#5'8%)5'/5807/'?.#4'/.2Q$01'0/<5):2.7='– h%%=$5'950)>4'k'h%%=$5'P.2Q$01'N5#?%)&'UhPNV'

solutions Paid Search

Display Mobile Social

Page 16: Search Marketing Tactics For Online Retailers this Holiday Season

• LM>&#0M'B?1#*)&>@?)*0#1'N#– X25'Q0./'250)>4'&51?%)/2'#%'>)50#5'>%7#5f#"0$$1J#0)=5#5/'>08Q0.=72'%7'hPN'

– _52#JQ5)(%)8.7='250)>4'0/'>%Q1'UE025/'%7'63g'07/'6ZgV'="./52'/5<5$%Q857#'%('/.2Q$01'>)50:<5'

– l%>"2'/5$.<5)1'%('0/'.8Q)522.%72'%7'4.=45)'0?0)57522T'57=0=5857#'O'>%2#J5m>.57>.52'

– P5Q$%1')5#0)=5:7='#5>47%$%=1'#%'022%>.0#5'57/J"25)'0>:%7'?.#4'2Q5>.[>'>%88"7.>0:%72'

solutions Paid Search

Display Mobile Social

Page 17: Search Marketing Tactics For Online Retailers this Holiday Season

solutions Paid Search

Display Mobile Social

•  I*'(?)J3'^<5)0=5'^85).>07K2'=.`'24%QQ.7='E"/=5#'?.$$'/5>)5025'#4.2'4%$./01'2502%7n'

•  -'?BK'/3'g50>4'>%72"85)'25=857#2'?4.>4'0)5'Q)%75'#%'2Q57/.7='8%)5'– g%"=4$1'40$('%('o%E.$5Y30E$5#'"25)2'?.$$'80&5'0'4%$./01'Q")>4025'%7'#45.)'/5<.>5'#4.2'150)nn'

– 34.2'>)%?/'#57/2'#%'2Q57/'8%)5'%7'0<5)0=5'(%)'5J>%885)>5'#)0720>:%72nnn'

`(:&c"2&#(O*+&$#(f*%*)&c"2((``(P&'A&#VIA.".K(4*A+(LMNN(``(H$gO&+*(I2.$FC+.(<(f"))*.+*)6(UC*(Z-*)F$2F(U&1#*+(7&)8*+(

Page 18: Search Marketing Tactics For Online Retailers this Holiday Season

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– X25'^!Z'U0<5)0=5'%)/5)'<0$"5V'85#).>2'#%'(%>"2'0/<5):2.7='/%$$0)2'%7'Q)%[#0E$5'0"/.57>52'

– 95=857#'5f.2:7='Q0./'250)>4'>08Q0.=72'•  P52&#%QT'30E$5#T'o%E.$5'

– o0&5'"25'%('8%E.$5J().57/$1'0/'5f#572.%72'•  p%>0:%7'5f#572.%72T'6$.>&J#%J60$$'

–  ;7<52#'.7'8%E.$5J%Q:8.q5/'?5E'>%7#57#'O'0QQ2'

Page 19: Search Marketing Tactics For Online Retailers this Holiday Season

•  I*'(?)J3'345'>%8Q5::%7'(%)'250)>4'>$.>&2'450#2'"Q'.7'N%<58E5)'O'P5>58E5)'– 950)>4'80)&5:7='E"/=5#2'bL*d'I!I'.7'*+,+n'

•  -'?BK'/3'g50>4'>%72"85)2'.7'%#45)'().57/$.5)'57<.)%7857#2'– Dcd'%(')5#0.$5)2'?.$$'/5Q$%1'8%)5'5f#572.<5'2%>.0$'85/.0'2#)0#5=.52'#4.2'4%$./01'2502%7nn'

– 6%72"85)2'5fQ%25/'#%'E)07/2'<.0'2%>.0$'85/.0'0)5'8%)5'$.&5$1'#%'250)>4'(%)'.#T'8%)5'$.&5$1'#%'>$.>&nnn'

solutions Paid Search

Display Mobile Social

`(h*2.C""(LMNM(@2#$2*(O*+&$#(!"#$%&'(4C"AA$2F(O*A")+(``(UC*(Z+&$#$2F(J)"5AK(LMNM((

```(J)"5A(7(<(,"-4,")*6(WUC*(I2i5*2,*%KX(LMMj(

Page 20: Search Marketing Tactics For Online Retailers this Holiday Season

solutions Paid Search

Display Mobile Social

• LM>&#0M'B?1#*)&>@?)*0#1'N#– ^E07/%7'#45'r#%QJ)07&K'./5%$%=1'(%)'Q")5'g!;'– ].<%#'^<5)0=5']%2.:%7'85#).>2'<2C'6]6'O')5<57"5T'#%'[7/'%Q:80$'E./')07=52'

– o.75'Q)%[#0E$5'&51?%)/2'#%'"25'02'0"/.57>5'25=857#2'%7'l0>5E%%&'0/<5):2.7='

–  ;7<52#'.7'0'2%>.0$'85/.0'2#)0#5=1'#%'57=0=5'>%72"85)2'O'/).<5')5<57"5'?.#4%"#'85/.0'.7<52#857#'

Page 21: Search Marketing Tactics For Online Retailers this Holiday Season

•  g5#0.$5)2K'#%J/%'$.2#F'– o0&5'280)#'>)%22J>40775$''.7<52#857#2'

– 6%775>#'?.#4'1%")'>%72"85)'

– ]$07'0450/'(%)'*+,*\'

solutions

P.2Q$01'

o%E.$5'

9%>.0$'

Column1

-)>*%M#

Page 22: Search Marketing Tactics For Online Retailers this Holiday Season

thank you! LL'R024.7=#%7'9#)55#'

9".#5'c++'_)%%&$17T'NI',,*+,'

UDsDV'*LMJ,,+D'???C?5E$.j"./=)%"QC>%8'

t?5E$.j"./''

!"#$%&'(&)$&*$+$)&,&-+.$/+01"23,$+,"345$6&-7$894"*$&3$$:"6$;801<$%83)83$+3)$%+,8*<$:&,"0&+=$$

f")(&%%$c"2&#()*."5),*.(&1"5+(4*&),C(7&)8*c2F(&2%(!"#$%&'(Z?]"--*),*K($2,#5%$2F(*[&-A#*.(%$.,5..*%($2(+C*(G*1$2&)K(A#*&.*(;$.$+6(

7>?@AA666=6"#.&'(&),08(?=48/A#.8,A6"#&3+0*A84-BCA$


Top Related