Download - Content And Search, Barcamp 2009, Consultone
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CONTENT & SEARCHMixujeme úspech
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A list of topics
1. The concept of „Touchpoints“
2. Search
3. Consumer decision making (short story)
4. Practical part (content campaign)
5. Discussion
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Touchpoint
• „Touchpoint is any point of contact between a buyer and a seller.“
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The question
When does the conversion occurs?
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Searching for information
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Searching for the best deal
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Making decisions – two options
1. Go for a known experience.(BUY A BRAND YOU KNOW)
or
2. Experiment.(BUY A BRAND UNKNOWN TO YOU)
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A real life example
You’re abroad.
You don’t speak the language.
And you are hungry!
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A well-known brand
McDonald’s.
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McDonald’s
Looks and tastes the same everywhere in the world.
Big Mac = Big Mac
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Unknown (보신탕 )
Looks tasty, but you don’t really know what you’re getting.
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The point is: „Unknown is risky“
Might be good or bad. You just can’t tell.
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Enjoy your meal!
보신탕 (Bo-šin-tang)
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What happens next?
Next time you play it safe. (I WOULD, AND I LOOOVE DOGS)
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How does a brand get well-known?
You build it.
You tell people.More people.And even more.
(TV, NEWSPAPER, RADIO, INTERNET)
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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)
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While the role of search is
To stimulate the purchase.(LET YOUR CUSTOMERS FIND YOU AT THE POINT OF PURCHASE)
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When does the conversion occurs?
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Campaign „Správne PC“
Campaign Goals
• 10 000 unique visitors (non-IT)
• 1 500 responses
Campaign Overview
• Etarget
• October 2008 – December 2008
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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.
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Campaign Results (Visits)
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Traffic is nice, but can it deliver?
• Content to Search ratio – 6:1
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Campaign Results (Conversions)
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What does it mean?
• Content can deliver direct response conversions efficiently.
• However, driving direct response conversions is not it’s main purpose.
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Does relevancy matter?
• Will highly relevant product-based campaigns (Notebook, PC) outperform seemingly not relevant content campaigns (Entertainment, Family)?
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Conversions by Campaign
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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.
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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.
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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 ;-)
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Thank you
www.ReklamaNaInternete.sk