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Document Sample
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
