bringing online marketing in-house
TRANSCRIPT
These slides are from the 01/27/09 Webcast:
Bringing OnlineMarketing In-House
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Bringing Online Marketing In-House
Eric Waldinger
Online Marketing Practice Leader
Aquent
Agenda
• Results of the Aquent/AMA Survey
• Industry Overview & Trends
• Benefits of Bringing Online Marketing In-House
• Components of an In-House Team
• A Typical Digital Campaign
• SEM Campaign Requirements
• Where Do You Start?
Aquent/AMA Survey Themes
• Continued shift to online ad spending
• Move to reduce reliance on agencies
• Increased pressure to demonstrate ROI
Aquent/AMA Survey: Data Points
• Interactive marketing and online engagement ranked as key strategic concentration (30.1%) for companies with declining revenues
• Second most important area of strategic concentration (30.8%) for companies that grew in 2008
• Only 30.4% of planned full-time interactive management hires were completed in 2008
• 27% of respondents said they were looking to short-term and contract employees to fill the skills gap
Epsilon 2009 Q1 Spending Trends
State of the Online Marketing Business
• $32.5 billion predicted online advertising spending in 2009 (eMarketer)
• 20% growth rate expected over the next two years (eMarketer)
• $850 million predicted in video ad spending(eMarketer)
• SEM & online display makes up $20 billion of interactive marketing spend (Forrester Research, Inc.)
Benefits of Bringing Online Marketing In-house
• Cost Savings• $15,000 per every $100,000 spent• Maximize spending during peak times• Negotiate lower terms directly
• Increased Operational Effectiveness• Up to 50% increase in digital effectiveness• Leverage peak buying times• Realize e-commerce returns directly
• Control of Digital Brand• Ensure correct ad placement• Save on “brand terms”• Unified brand message across all digital media
Components of In-House Team
• SEM and display advertising are largest segments of spend
• Key positions:• SEM Managers• Online Marketing Managers
• Secondary positions:• Email Marketing Managers• Affiliate Marketing Managers• Analytics Managers• Social Networking Managers• Integrated Account Managers
SEM Manager
• Promote websites by increasing search engine visibility
• Manage day-to-day search marketing efforts - keyword bidding, copy, & optimization
• Manage & execute operations across various media
• Develop & sustain relationships with advertising partners
• Report & analyze advertising performance on a monthly basis
• Prepare & monitor annual advertising budget
• Propose new advertising ideas
Online Marketing Manager
• Manage online advertising campaigns
• Develop and execute theme-based, high-profile marketing
• Test and evaluate performance of online marketing efforts
• Identify and evaluate new tactics and marketing channels, including blogs, social media sites, and other targeted venues
A Typical Digital Campaign
• Establish business goal
• Devise success metrics
• Identify keywords and target sites
• Develop landing page strategy
• Run campaign
• A/B test and refine campaign
What Does an SEM Campaign Require?
• Management buy-in
• Digital banner/ display assets
• Tracking tools
• Process
Where Do You Start?
• Start small
• Measure, test, and evaluate
• Add campaigns as resources allow
• Add staff to support larger campaigns
Questions?
Thank you for your time!
For more questions, please contact me
Eric Waldinger
Online Marketing Practice Leader
Aquent