It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010

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It’s Not Multichannel Marketing If You Don’t Include Search We all know multichannel marketing – reaching customers through multiple avenues such as a retail store, website, catalogue, or direct personal communications via snail mail, email or text message. But what about search? If you’re not engaging through the search channel, you’re missing out on one of the most powerful forms of engagement: people telling you specifically what they want! This session explores the best ways to integrate search into the marketing mix.

Empresariales

It’s Not Multichannel
Marketing If You Don’t
Include Search
Lisa Raehsler
SEM Strategy Consultant
October 6, 2010

Is SEM Overlooked?

This is Search

1 line item
1 budget

@lisarocksSEM

Best Practice #1: Goals
Buying Funnel
Fit into overall
strategic goals
•Can help define
goals
•Different goals for
search?

@lisarocksSEM

Best Practice #2: Listen
Keyword Global Monthly Searche
eco products 49,500
"eco products" 12,100
Listen to what people [eco products]
green products
4,400
90,500
want "green products" 40,500
[green products] 9,900
•This is what they eco friendly products
"eco friendly products"
33,100
18,100
search for! [eco friendly products] 9,900
eco friendly cleaning products 3,600
environmentally friendly products 40,500
eco friendly 450,000
eco friendly promotional products 1,900
eco friendly home products 880
green eco friendly products 720
eco friendly products wholesale 480
green home products 2,400

@lisarocksSEM

Best Practice #3: Creative

Creative
consistency
•Old Navy:
•Same ad copy on
every search
•Missed
opportunity!

@lisarocksSEM

Best Practice #4: Budget

Proper budget allocation
•This is a real budget allocation for a national
product launch!

@lisarocksSEM

Best Practice #5: Engagement

2. Search
1. Watch
TV
3. Visit
Website

4. Off-line
purchase?

@lisarocksSEM

Killer Tactic #1

Retargeting
• Reach them
anywhere on the
web

@lisarocksSEM

Killer Tactic #2
Drive social
media fans and
followers with
PPC

@lisarocksSEM

Killer Tactics #3

Promotions and special offers
• Escalating discounts

Free Shipping

10% off

20% off

@lisarocksSEM

Killer Tactics #4
Extreme Makeover: Home Edition
Ad scheduling
• TV Spots
• Key programs

Hoarders

@lisarocksSEM

Final Thought…

Search can be integrated into any campaign!

@lisarocksSEM

Thank You!

Contact:
Lisa Raehsler
SEM Strategy Consultant

Certified Google Advertising Professional

raehsler@gmail.com
@lisarocksSEM

blog: onlinemarketingmavens.com

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https://www.hubspot.com/state-of-marketing · Scaling relationships and proving ROI · Social media is the place for search, sales, and service · Authentic influencer partnerships fuel brand growth · The strongest connections happen via call, click, chat, and camera. · Time saved with AI leads to more creative work · Seeking: A single source of truth · TLDR; Get on social, try AI, and align your systems. · More human marketing, powered by robots

2024 State of Marketing Report – by Hubspot

Marius Sescu

ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!

Everything You Need To Know About ChatGPT

Expeed Software

Product Design Trends in 2024 | Teenage Engineerings

Pixeldarts

Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

How Race, Age and Gender Shape Attitudes Towards Mental Health

ThinkNow

AI Trends in Creative Operations 2024 by Artwork Flow.pdf

marketingartwork

Skeleton Culture Code

Skeleton Technologies

PEPSICO Presentation to CAGNY Conference Feb 2024

Neil Kimberley

Content Methodology: A Best Practices Report (Webinar)

contently

How to Prepare For a Successful Job Search for 2024

Albert Qian

A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

Social Media Marketing Trends 2024 // The Global Indie Insights

Kurio // The Social Media Age(ncy)

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

5 Public speaking tips from TED - Visualized summary

SpeakerHub

Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

ChatGPT and the Future of Work - Clark Boyd

Clark Boyd

Getting into the tech field. what next

Tessa Mero

Google's Just Not That Into You: Understanding Core Updates & Search Intent

Lily Ray

How to have difficult conversations

Rajiv Jayarajah, MAppComm, ACC

Introduction to Data Science

Christy Abraham Joy

Time Management & Productivity - Best Practices

Vit Horky

The six step guide to practical project management If you think managing projects is too difficult, think again. We’ve stripped back project management processes to the basics – to make it quicker and easier, without sacrificing the vital ingredients for success. “If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.” Dr Andrew Makar, Tactical Project Management

The six step guide to practical project management

MindGenius

Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

RachelPearson36

Destacado (20)

2024 State of Marketing Report – by Hubspot

Everything You Need To Know About ChatGPT

Product Design Trends in 2024 | Teenage Engineerings

How Race, Age and Gender Shape Attitudes Towards Mental Health

AI Trends in Creative Operations 2024 by Artwork Flow.pdf

Skeleton Culture Code

PEPSICO Presentation to CAGNY Conference Feb 2024

Content Methodology: A Best Practices Report (Webinar)

How to Prepare For a Successful Job Search for 2024

Social Media Marketing Trends 2024 // The Global Indie Insights

Trends In Paid Search: Navigating The Digital Landscape In 2024

5 Public speaking tips from TED - Visualized summary

ChatGPT and the Future of Work - Clark Boyd

Getting into the tech field. what next

Google's Just Not That Into You: Understanding Core Updates & Search Intent

How to have difficult conversations

Introduction to Data Science

Time Management & Productivity - Best Practices

The six step guide to practical project management

Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010

1. It’s Not Multichannel Marketing If You Don’t Include Search Lisa Raehsler SEM Strategy Consultant October 6, 2010

2. Is SEM Overlooked? This is Search 1 line item 1 budget @lisarocksSEM

3. Best Practice #1: Goals Buying Funnel Fit into overall strategic goals •Can help define goals •Different goals for search? @lisarocksSEM

4. Best Practice #2: Listen Keyword Global Monthly Searche eco products 49,500 "eco products" 12,100 Listen to what people [eco products] green products 4,400 90,500 want "green products" 40,500 [green products] 9,900 •This is what they eco friendly products "eco friendly products" 33,100 18,100 search for! [eco friendly products] 9,900 eco friendly cleaning products 3,600 environmentally friendly products 40,500 eco friendly 450,000 eco friendly promotional products 1,900 eco friendly home products 880 green eco friendly products 720 eco friendly products wholesale 480 green home products 2,400 @lisarocksSEM

5. Best Practice #3: Creative Creative consistency •Old Navy: •Same ad copy on every search •Missed opportunity! @lisarocksSEM

6. Best Practice #4: Budget Proper budget allocation •This is a real budget allocation for a national product launch! @lisarocksSEM

7. Best Practice #5: Engagement 2. Search 1. Watch TV 3. Visit Website 4. Off-line purchase? @lisarocksSEM

8. Killer Tactic #1 Retargeting • Reach them anywhere on the web @lisarocksSEM

9. Killer Tactic #2 Drive social media fans and followers with PPC @lisarocksSEM

10. Killer Tactics #3 Promotions and special offers • Escalating discounts Free Shipping 10% off 20% off @lisarocksSEM

11. Killer Tactics #4 Extreme Makeover: Home Edition Ad scheduling • TV Spots • Key programs Hoarders @lisarocksSEM

12. Final Thought… Search can be integrated into any campaign! @lisarocksSEM

13. Thank You! Contact: Lisa Raehsler SEM Strategy Consultant Certified Google Advertising Professional raehsler@gmail.com @lisarocksSEM blog: onlinemarketingmavens.com

It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010

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