DICON DIGITAL ADVERTISING

1. Increasing Margins Through Cost-Effective
and Scalable Digital Marketing Solutions
Your Extended Digital Marketing Team
January 2011

2. • State our POV on industry landscape with implications
• Present product offering
• Present our credentials and fit
• Outline how we will work with you
Document Outline

3. POV on Industry Landscape

4.  More elements in paid search
 Local search gaining prominence – key
factor for
 Google’s increasing desire to be a
destination page
 Growth of Facebook & LinkedIn
 Explosion of Mobile ads
 Continued growth of behavioral
marketing (email)
Our POV on Digital Marketing..2011 Trends..

5. Consumers are increasingly turning to internet to look for local
business information
Source: Local Search Study Results at SMX East By Matt McGee on Oct 10, 2010
“Local search” is among the fastest growing internet media

6. Finally, social media usage is on an increase across all consumer
segments.
Source: Harris Interactive, 2010

7. • Ever growing pressure to keep pace with this frenetic growth &
changing digital space
– Can you keep pace with Google & Bing?
– How about new networks and devices?
• More sophisticated client
– Looking under the hood
– Questioning every piece of data (not to mention suggesting bid changes )
– Threat of taking in-house
• More time spent on fire-fighting
– Less time on strategy
– Less client face time
• Eroding margins
– Highly competitive marketplace
– Economic uncertainty
What this means to you..

8. What We Offer
© 2010. All rights reserved. DiCon Interactive, Proprietary and Confidential. 8
• Solution:
– Be your extended digital marketing team taking care of operational aspects.
– Cost-effective offering using optimal resources from Chicago and India
– If required, white labeled dedicated staff with your agency’s email ID
• Benefits to you
– Increased margins
– Ability to scale quickly
– Reduced risk in uncertain economy (no hiring and firing)
– Additional savings relating to recruiting & training
– More time spent on client strategy (less on fire-fighting)
– More client face time
– Ability to quickly offer new products and services

9. Product Offering

10. How can we help you?
• Operational help across Paid Search, SEO, Social Media Advertising
(Facebook, LinkedIn) and Web Analytics
Paid Search SEO
Social
Advertising Web Analytics

11. Paid Search
End-to-end or a la carte operational
support in all elements of Paid Search
Analytics &
Insights
Campaign
Structure
Keyword
Generation
Copy
Development
Trafficking
Bid
Optimization
Reporting
- Consumer Insights
- Competitive Research
- Forecasting (regression model)
- 3rd party tools, like Adgooroo
- Right mix of
product, consumer, keyword type
(brand, generic) and other types of
ad groups
- Develop ad groups & hierarchy
- Understanding consumer queries
- Keyword expansion, including long
tail, misspellings, negative keywords
- 3rd party research tools, like
Wordtracker
- Understanding consumer needs
- Compare competitors’ copy
- Landing page recommendations
- Landing page verification
- Potential A/B testing
- 3rd party campaign management
tools, like Acquisio
- Automated vs. Manual
bidding
- Budget monitoring
- Day, week, month, quarter, YTD budgets
- Estimated vs. Actual
- Performance insights
- Test results
- Executive dashboards

12. Search Engine Optimization
End-to-end or a la carte operational
support in all elements of SEO
Traffic &
Rankings
Analysis
Keyword
Research
On-Site SEO
Off-site
Promotion
Reporting
- Competitor site analysis
- On-page & off-site analytics
- Identify top keywords by
volume and relevance
- Map keywords to relevant
pages
- Meta-tags, content
recommendations
- Indexation, sitemap
- Graphics & image labeling
- Site design & architecture
recommendations
- Social Bookmarking
- Directory Listings
- Blog posting
- Article submission
- One-way Link building
- SERP, traffic, ranking

13. Social Media Advertising
Connect with audiences beyond the
search engines
- Identify demographics / psychographics
of different sets of audiences
- Relevant messaging for
each audience set
- Schedule and launch
multiple campaigns
- Monitor campaigns and
adjust bids as necessary
- Derive insights from
campaign reports
- Revise campaign
strategy, optimize
targeting, messaging based on
reports
Audience
Research
Message
Creation &
Testing
Campaign
Trafficking
Bid
Management
Conversion
Tracking &
Reporting
Optimization

14. Web Analytics
Inform & improve SEO, PPC & Social Media
campaigns through analysis & forecasting
- Identify performance metrics &
variables
- On-site analysis
- Click-path analysis
- Consumer lifecycle analysis
- Modeling traffic, ranks & ROI
- A/B testing
- Multivariate analysis
Goal Setting
Analysis &
Forecasting
Testing
Reporting
- Using 3rd party analytics
tools, for ex. Google
Analytics

15. OUR CREDENTIALS

16. Who Are We
• DiCon is a digital marketing services firm serving agency customers
• We offer outsourcing services to our agency partners in the areas of
– Paid Search
– SEO
– Social Media Advertising, and
– Web analytics
• Our relentless focus on quality is enabled by:
– Well defined processes
– Highly trained specialists teams (reporting, campaign build, etc.)
– Dedicated quality control team and compliance
– Propriety apps in the areas of Project Management and Quality Control
• Our well-rounded team with years of experience from consulting, direct
marketing and digital advertising develops out-of-the-box, practical and result-
oriented digital campaign ideas.

17. Why Us? – Process Focus
• Process, process, process
– General operations manual covers every area where we support you
– Custom design operations manual for every client
– Dedicated QC and Process Improvement constantly refine processes

18. Why Us? – Specialist
Approach
• Specialist teams with in-depth
knowledge
– Skilled specialists (e.g., keyword
development, copy creation, bid
management)
– Stringent recruiting process –
engineers (analytical skills), MBA
(project management and
communication skills) or mass
communication (creative skills)
• Well-developed training program
• More than 100 years of combined
internet marketing experience
• Refined campaign management
process developed over 1000’s of
client campaigns
Client
Relationship
Manager
Project Manager
Campaign
Structure
Keyword
Development
Copy / Content
Creation
Trafficking
Reporting
Analytics
On-page
Optimization
Off Page
Optimization
Paid SEO SM
X X
X X
X X X
X X
X X X
X X X
X
X X
Teams of
Specialists

19. Why Us? – Technology
• Technology
– Platform and application agnostic
– Ability to quickly learn tools used by client
– Proprietary Project Management tool in development
– QC apps

20. How We Work With You

21. How we work with you?
Account
Manager
Account
Manager
Account
Manager
Account
Manager
Agency
Teams
Client
Relationship
Manager
Project
Manager
Campaign
Structure
Keyword
Development
Copy /
Content
Creation
Trafficking
Reporting
Analytics
On-page
Optimization
Off Page
Oprimization
Paid SEO SM
X X
X X
X X X
X X
X X X
X X X
X
X X
Teams of
Specialists
• Assigned project / client service manager –
typically with a Master’s degree , domain
experience and management expertise
• Interacts with our team of skilled specialists

22. How we work with you?
 Use project management tool to assign and take tasks
 Keep updated on status
 Post deliverables
 Pose questions
 Quality Control and Process Improvement team constantly monitors to
ensure quality of deliverables
 Weekly reports & status calls with leadership team
 Quarterly review of
 What worked?
 What can we improve?