agency credentials feb 3rd 2011
TRANSCRIPT
Increasing Margins Through Cost-Effective and Scalable Digital Marketing SolutionsYour Extended Digital Marketing TeamJanuary 2011
• 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
POV on Industry Landscape
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..
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
Finally, social media usage is on an increase across all consumer segments.
Source: Harris Interactive, 2010
• 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..
What We Offer
© 2010. All rights reserved. DiCon Interactive, LLC. 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
Product Offering
How can we help you?
• Operational help across Paid Search, SEO, Social Media Advertising (Facebook, LinkedIn) and Web Analytics
Paid Search SEO
Social Advertisin
g
Web Analytics
Paid Search
End-to-end or a la carte operational support in all elements of Paid Search
Analytics & Insights
Campaign Structure
Keyword Generation
Copy Developme
ntTrafficking
Bid Optimizati
on
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
Search Engine Optimization
End-to-end or a la carte operational support in all elements of SEO
Traffic & Rankings Analysis
Keyword Research
On-Site SEOOff-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
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 Managemen
t
Conversion Tracking & Reporting
Optimization
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
OUR CREDENTIALS
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.
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
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 Developme
nt
Copy / Content Creation
Trafficking
Reporting
Analytics
On-page Optimizatio
n
Off Page Optimizatio
n
Paid SEO SM
X X
X X
X X X
X X
X X X
X X X
X
X X
Teams of Specialist
s
Why Us? – Technology
• Technology– Platform and application agnostic – Ability to quickly learn tools used by client– Proprietary Project Management tool in development– QC apps
The People
Babu Monie – Chief Client AdvocateBabu Monie develops digital marketing strategies for our clients. He has more than 20 years experience in database marketing, management consulting and digital marketing having worked in leading companies such as Draft FCB, Deloitte Consulting, DoubleClick, Google and Publicis Groupe. He enjoys working on and solving client challenges. He has a BE in Computer Science, MBA in Marketing, and MS in Direct, Database and ecommerce Marketing from Northwestern University.
Jason Poblocki – Client Service and SalesJason leads our Client Service and Sales Team. Jason has over 15 years experience in advertising, sales and management and has worked hard to ensure that his clients receive maximum ROI from their investments. After completing his studies at Southern Illinois University, Jason pursued his passion for the game of golf and became a professional golfer and golf course owner. He takes pride in managing and maintaining his client portfolio.
The People
Jyo Etikala – Digital Marketing OperationsJyo runs our digital marketing operations and is responsible for overseeing implementation of client campaigns. She is actively involved with hiring and training our talent. In addition, she leverages her years of operations experience to develop our company’s operations manual and guide our process improvement team. Jyo has a BE in Computer Science and MBA in Finance and Operations. She lives in Chicago.
Sagar – SEM OperationsSagar is our SEM Operations lead. He runs our paid and local search operations and manages the specialists teams. He has vast search experience having worked in various capacities at companies such as NetElixir and Dot Ahead Technologies, His ability to articulate creative solutions to difficult problems makes Sagar both a visionary and a leader.
How We Work With You
How we work with you?
Account Manager
Account Manager
Account Manager
Account Manager
Agency Teams
Client Relationship
Manager
Project Manager
Campaign Structure
Keyword Developme
nt
Copy / Content Creation
Trafficking
Reporting
Analytics
On-page Optimizatio
n
Off Page Oprimizatio
n
Paid SEO SM
X X
X X
X X X
X X
X X X
X X X
X
X X
Teams of Specialist
s• Assigned project / client service manager – typically with a Master’s degree , domain experience and management expertise
• Interacts with our team of skilled specialists
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?
Contact
