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Making your company discoverable - James Elias, Head of Business Marketing, Google
- 1. Making your company discoverable James Elias, Head of Business Marketing, Google Justin Gale, EMEA Online Marketing, Imaging & Printing Group, Hewlett-Packard
- 2. Making your brand discoverable online Justin Gale Online Marketing Manager HP – IPG EMEA http://www.linkedin.com/pub/2/89/6b5
- 3. Had you heard of this man 3 years ago? He now runs the most sophisticated online marketing campaign ever!
- 5. 1. Measure the right things
- 6. 2. Create the right digital marketing content
- 7. 3. Embrace the noise
- 8. 4. Maximize media reach and targeting
- 9. Finally… Piggyback on great campaigns! Democrat 53% Republican 47%
- 11. James Elias Head of Business Marketing, Google
- 12. Google’s ABCi
- 13. Activate and Engage user interest across the web Google Confidential and Proprietary Be Found throughout the buying cycle Convert all potential customers
- 14. Build awareness and engage across media
- 15. Build awareness and engage across media
- 16. Activate and Engage user interest across the web Google Confidential and Proprietary Be Found throughout the buying cycle Convert all potential customers
- 17. Be found online Offline touchpoints drive online search 37% 30% 39% 20% 67% of online search users are driven to search for information about a particular product, service, company or slogan by an offline channel. 40% Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan?
- 19. Day: 0-2 8-14 27-36 42 20-22 Visits Searches Follow your customers: 61 days to buy a mobile phone Dial a phone Dial a phone Phones 4 u Dialaphone, O2, Carphone Warehouse, Dialaphone, Phones 4 U, O2 Pay as you go O2, Vodafone, Orange, Bizrate, O2, Shopzilla, Shopping.com, Carphone Warehouse Sony ericsson, Dial a phone, k850i, T-mobile uk, Dial a phone Dial a phone, O2, Sony Ericsson, Three LG phones, k850i, Dial a phone, Gold numbers, Dial a phone Dial a phone, O2, Carphone Warehouse, Dialaphone, O2, T-Mobile, Orange, 3g.co.uk Mobile phone, Orange, T-mobile UK Mobile phone, Orange, T-mobile UK Dial a phone Phones 4 U Dial a phone, O2, Carphone Warehouse, Price Runner Source: “Understanding the Online UK retail consumer – Mobile phones” Google/comScore June 2008 42 61
- 21. How winners get ahead in a slowdown Drive profit by targeting Manage costs Invest for growth
- 22. Google’s ABCi
Notas del editor
- Viral video – embedded from You Tube for better SEO 10 million plus views Mobile videos, ringtones, SMS updates, alerts, social meida
- Chris Hughes one of 4 founders of Facebook is running the online campaign for Obama. 2 million donations of less than $200 Targeting growing a grass root organization. The widest grass roots organization of local campaign teams fightthesmears.com
- Activate & Engage User Interest Across The Net Target users as they read content which is relevant to your offering Engage users as they interact with new platforms such as networks & blogs Build awareness and engagement with video and other interactive ad formats Use the brand building power of Search results pages Be Found Throughout The Buying Cycle Advertise all relevant products & services Appear on all relevant searches: from brand through generic to product specific Adopt tailored strategies for different locations and markets Budget to capture user attention consistent with marketing & ROI objectives Convert All Potential Customers Connect online offer with marketing strategy to meet customer’s expectations Optimise site usability to provide a seamless consumer journey Ensure site offering is consistent with your business model Continuously improve your website with analytics and insight Increase Efficiency Through Fact & Insight Optimise ROI through account structure, bidding & ongoing ‘Beta’ testing Stand out with effective and up-to-date ad text linked to targeted landing pages Exploit variations in demand over time to maximise share of user attention Scale through automation within clearly defined business rules
- << Maybe need a multitasking point before this????? Offline touchpoint drive search. A key thing to be aware of when creating an integrated communications strategy is how other media drive search. In a recent study we did with iProspect - 67% of search users were driven to perform searches as a result of exposure to some offline channel. (iProspect Offline Channel Influence on Online Search Behavior Study) http://www.corp.google.com/%7Eannadph/BrandWorkshop/iProspectresearchstudy_2007_offlinechannelinfluence.pdf TV and Radio were the biggest drivers – and that kind of makes sense as we know that we often listen to the radio or watch TV whilst online. But other outdoor media, print and WOM also drive follow up through search.
- These active searchers for business info aren’t just on Google and other traditional search sites. They’re also places like YT, which are home to an increasing amount of B2B content.
- What is interesting about this example? Length of the purchase process – its evidently high consideration process and therefore advertisers need to be “always on” and ensure that their tracing technology reflects this Total a 20 searches and 40 site visits This consumer changed their brand choice through the journey (purchasing with the operator O2 rather than the reseller Dialaphone) Interesting to note that just before conversion the consumer carries out some last minute “shopping around” by using a generic term and visiting the operator competitor sites This is, however, just one example of a users journey, and extrapolations should not be made from this example as it is not significant. It should be realised that the consumers search journey is iterative and individual. There is no single path to purchase/purchase funnel, and it can be seen that there are a number of mini funnels in the process. The key takeaway is that advertisers need to ensure that all bases are covered, as not being present could mean an advertiser missing out at a key decision point. It is also important for advertisers to become more sophisticated in the metrics they attribute to clicks that happen along the path and are vital to a consumer’s conversions.
- Search marketing can also demonstrate many of the “softer” brand qualities which advertisers seek to communicate to consumers including factors such as design, innovation, durability and quality.
- Facing a downturn the best performing companies open up more of a performance gap over their competitors than during more buoyant economic conditions. They do this by continuing invest selectively in the best growth opportunities, ensuring they keep driving profitable areas hard and being rigourous about cost management. In doing this they build capabilities which sustain success in the future. “ There’s never a better time to steal market share than in a recession. In the Great Depression, W K Kellogg continued marketing his cereals as all his rivals were cutting back; in doing so, he pulled ahead of Post Cereals in sales, a change that has never been reversed” (Advertising on the Edge, The Economist)
- Activate & Engage User Interest Across The Net Target users as they read content which is relevant to your offering Engage users as they interact with new platforms such as networks & blogs Build awareness and engagement with video and other interactive ad formats Use the brand building power of Search results pages Be Found Throughout The Buying Cycle Advertise all relevant products & services Appear on all relevant searches: from brand through generic to product specific Adopt tailored strategies for different locations and markets Budget to capture user attention consistent with marketing & ROI objectives Convert All Potential Customers Connect online offer with marketing strategy to meet customer’s expectations Optimise site usability to provide a seamless consumer journey Ensure site offering is consistent with your business model Continuously improve your website with analytics and insight Increase Efficiency Through Fact & Insight Optimise ROI through account structure, bidding & ongoing ‘Beta’ testing Stand out with effective and up-to-date ad text linked to targeted landing pages Exploit variations in demand over time to maximise share of user attention Scale through automation within clearly defined business rules