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					    Global Search:
    Will They Find You
    or Your Competitors

    Curt Porritt - President, HookSell

                                         Digital Economy Forum 2006

1
        What All Global Companies Want:


    Localized Websites That:

    •    Generate a steady stream of qualified visitors;

    •    Convert those visitors into buyers of their
         products and services;

    •    Generate significantly more revenue for their
         global business from the Internet.




2
The Goal of All Internet Marketing Campaigns



                                     Shopping Cart


     Prospect



                                      Call Number
                      Your Website                   Your Bank




                                     Online Leads

            Online
           Exposure
 3
    Online Advertising Growth

       Projected Advertising Growth in 2006
                               Source: AdAudit Services, Borrell Associates, Inc.




                                                                  Newspapers
                     Direct Mail
                                                                     10%                 Other Print
                        17%
                                                                                             9%
                                                                                                Radio
                                                                                                 7%



      Broadcast TV                                                                              Cable
          19%                                                                                    7%
                                                                                           Out of Home
                                                                                                 4%
                                           Online                                             Directories
                                            24%                                 Telemarketing     3%
                                                                                     0%

4
     What‟s Working and What‟s Not?

                                      Internet Advertising Spending by Category
                                      Source: PricewaterhouseCoopers LLP/IAB, April 2004)


    Search                   $4,500

 Engines and                 $4,000                                                 Keyw ord Search
  Rich Media                 $3,500                                                 Rich Media

Are Easily The               $3,000                                                 Display Ads/Banners

Most Popular
                 $ Million




                                                                                    Classifieds
                             $2,500
   Forms of                  $2,000
                                                                                    Sponsorships

    Online
                                                                                    Slotting Fees/Other
                             $1,500                                                 E-mail
 Advertising!                                                                       Interstitials
                             $1,000
                                                                                    Referrals
                              $500
                                $0
                                       2000 2001 2002 2003 2004 2005
 5
    Europe Growing Faster Than U.S.

    “The European search market is
    currently about 20-25% that of the
     United States, but given a higher
     rate of growth, it is projected to
      reach almost 40% of the total
          search market by 2010.”
     Source: Forrester Research, Europe‟s Search Engine Marketing Forecast



6
      Europe Growing Faster Than U.S.

                                 European Search Engine Marketing
                                         (Source: Forrester Research)


                               $4.0                                     $3.73
The European                   $3.5
Search Market
                               $3.0
 is Going to
                Billions USD




Explode Over                   $2.5
the Next Five                  $2.0                       $1.74
    Years.                     $1.5    $1.06
                               $1.0
                               $0.5
                               $0.0
                                       2004               2005          2010
  7
     What Are The Costs?
            Cost per Lead Across Various Direct Marketing Methods
                                  Source: PiperJaffrey


$12.00


                      Cost Per Lead
                                                                         $9.94
$10.00

                      Is Lower Than
    $8.00
                     Any Other Form
    $6.00
                     Of Advertising!

    $4.00

                                                           $2.00
    $2.00                                  $1.18
             $0.45       $0.55

    $0.00
            Search       e-Mail       Yellow Pages       Banner Ads   Direct Mail
8
9
      L10N and iSEO Terminology

     To be effective, iSEO requires that EXACT
     terminology be used. For example:

     Keyword                   # of Searches per Month
     Budget car rental         450,000 (company)
     Cheap car rental          430,000
     Discount car rental       240,000 (company)
     Economy car rental        16,000
     Car rental bargain        11,500
     Lowest price car rental   10,300
     Cheapest car rental       6,200
10
      What Are The Key Questions?
     • Which keywords are people using to search for your
       products and services?
     • How many people are using those keywords?
     • How relevant are those keywords to your business?
     • How hard will it be to get top rankings for those keywords in
       both natural and PPC rankings?
     • How do you capture a visitor‟s attention within seven
       seconds?
     • How do you make a visitor stay on your site to learn more?
     • How do you convert a visitor into either a lead or a sale?


11
      How Tools Can Help The SEM Process

     • Example of tools used for search engine marketing
                    (See Sample Spreadsheets)




12
      Why Rich Media Works
     “Invitational Marketing”
     Today, consumers are becoming more and more in
     control of advertising. Instead of being forced to see
     your ad, they often have options to avoid it altogether,
     responding instead to invitational, non-intrusive
     advertising methods that place them in charge. These
     include things like search engines, shopping channels,
     portal websites, multi-media presentations, etc.
     “The key new advertising metric is „consumer
     engagement.‟ Like it or not, we now live in a consumer-
     controlled media world. Nowhere is this truer, though,
     than online… Advertisers now have to earn the attention,
     if not the respect, of consumers in order just to get their
     ads seen.”
     Source: DoubleClick, The Evolution of Rich Media Advertising

13
      Rich Media Is No Longer Just A Movie…
                  …It‟s A Science

     • You can no longer force your message in
       front of prospects.

     • You have to invite them to see it.


            SP Tour Example     GQ Website Example

            SP Online Example


14
     Regular Flash vs. Rich Media “Tours”



   Rich media
“tours” generate
 far more leads
 and sales than
 typical Flash or
   PowerPoint
  presentations.


15
     Tours Deliver Very High-Quality Leads
      Seeing one rich media tour is equivalent to reading
       dozens of web pages
      Comprehension is much higher due to the
       combination of visual and audio explanations
      Each lead has specifically asked for more information
       about your company
      Each lead has voluntarily provided you with their
       contact information

                   It’s the best kind of lead
                      you could hope for!
16
         End Result: What All Global Companies Want


     Localized Websites That:

     •    Generate a steady stream of qualified visitors;

     •    Convert those visitors into buyers of their
          products and services;

     •    Generate significantly more revenue for their
          global business from the Internet.




17
     Bottom Line: You‟re Not Going To Stop It
                                                                              Internet Advertising Spending by Category
 Online marketing                                                               Source: PricewaterhouseCoopers LLP/IAB, April 2004)


     trends will                                                 $4,500
                                                                 $4,000

 continue to grow
                                                                                                                              Keyw ord Search
                                                                 $3,500                                                       Rich Media


  at a rapid pace.
                                                                 $3,000                                                       Display Ads/Banners




                                                     $ Million
                                                                                                                              Classifieds
                                                                 $2,500
                                                                                                                              Sponsorships
                                                                 $2,000                                                       Slotting Fees/Other
                                                                 $1,500                                                       E-mail

                                 $1,000                                                                                       Interstitials
                 Projected Advertising Growth in 2006

You can be
                                         Source: AdAudit Services, Borrell Associates, Inc.                                   Referrals
                                                                  $500
                                                                       $0

part of it or                  Direct Mail
                                  17%
                                                                                   2000 2001 2002 2003 2004 2005
                                                                            Newspapers
                                                                               10%                 Other Print
                                                                                                       9%



you can be
                                                                                                          Radio
                                                                                                           7%




left behind.
                Broadcast TV                                                                              Cable
                    19%                                                                                    7%
                                                                                                     Out of Home
                                                                                                           4%
                                                     Online                                             Directories
                                                      24%                                 Telemarketing     3%
                                                                                               0%
18
     Thank You!
     Any questions or comments?

     Curt Porritt - President, HookSell

                                          Digital Economy Forum 2006

19

				
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