content and search, barcamp 2009, consultone

CONTENT & SEARCHMixujeme úspech

A list of topics

1. The concept of „Touchpoints“

2. Search

3. Consumer decision making (short story)

4. Practical part (content campaign)

5. Discussion

Touchpoint

• „Touchpoint is any point of contact between a buyer and a seller.“

The question

When does the conversion occurs?

Searching for information

Searching for the best deal

Making decisions – two options

1. Go for a known experience.(BUY A BRAND YOU KNOW)

or

2. Experiment.(BUY A BRAND UNKNOWN TO YOU)

A real life example

You’re abroad.

You don’t speak the language.

And you are hungry!

A well-known brand

McDonald’s.

McDonald’s

Looks and tastes the same everywhere in the world.

Big Mac = Big Mac

Unknown (보신탕 )

Looks tasty, but you don’t really know what you’re getting.

The point is: „Unknown is risky“

Might be good or bad. You just can’t tell.

Enjoy your meal!

보신탕 (Bo-šin-tang)

What happens next?

Next time you play it safe. (I WOULD, AND I LOOOVE DOGS)

How does a brand get well-known?

You build it.

You tell people.More people.And even more.

(TV, NEWSPAPER, RADIO, INTERNET)

The role of content is

To build awareness.(LET YOUR CUSTOMERS KNOW YOU EXIST)

To build trust.

To develop preference.(MAKE THE CUSTOMERS WANT TO BUY FROM YOU)

While the role of search is

To stimulate the purchase.(LET YOUR CUSTOMERS FIND YOU AT THE POINT OF PURCHASE)

When does the conversion occurs?

Campaign „Správne PC“

Campaign Goals

• 10 000 unique visitors (non-IT)

• 1 500 responses

Campaign Overview

• Etarget

• October 2008 – December 2008

Campaign Details

Campaign Details

• Approximately 10 different ads

• Targeting 4 various segments

• More than 4 300 keywords

… let’s have a look at the results.

Campaign Results (Visits)

Traffic is nice, but can it deliver?

• Content to Search ratio – 6:1

Campaign Results (Conversions)

What does it mean?

• Content can deliver direct response conversions efficiently.

• However, driving direct response conversions is not it’s main purpose.

Does relevancy matter?

• Will highly relevant product-based campaigns (Notebook, PC) outperform seemingly not relevant content campaigns (Entertainment, Family)?

Conversions by Campaign

What does it mean?

1. Ad-to-Content relevancy is overrated.

4. If you target too narrowly you might be missing out anywhere between 60 - 90% of your potential customers.

Why wouldn’t search work (as good)

• In search you have to be query-relevant.

• Limited traffic potential of relevant searches.such as „aký počítač do školy“

• Competition.

4 tips for success

• To improve results use more than one touchpoint (ie., combine content and search).

• Learn when and how to use search, content and display to maximize the overall effect.

• Be relevant to your audiences, not to websites they visit.

• Do not order 보신탕 soup ;-)

Thank you

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