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Search Marketing World 2009
Go Online in the Recession:What’s next.
Mark CongiustaHead of Interactive
Irish International BBDO and Proximity
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Search Marketing World 2009
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Search Marketing World 2009
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Search Marketing World 2009
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Search Marketing World 2009
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Search Marketing World 2009
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Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act I
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Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act II
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Search Marketing World 2009Baltimore American, Tuesday, April 16, 1912 http://www.sxc.hu/browse.phtml?f=view&id=840747
Advertising Purchase
Customer decision cycle > Act III
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Search Marketing World 2009
Competition makes you harder to find
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Search Marketing World 2009
Competition makes you harder to find
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Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
A recession intensifies competition
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Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
A recession intensifies competition
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Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
If the customers won’t come to you…
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Search Marketing World 2009
Leading online information resources
Society for New Communications Research, “Exploring the LinkBetween Customer Care and Brand Reputation in the Age of Social Media” April 23, 2008
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Search Marketing World 2009
Forrester Research, “Social Media Playtime Is Over”, March 2009
Social media marketing spend“Assuming that the economy is in recession in the next six months, how
would you change your investment in social media?”
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Search Marketing World 2009
http://offbeatink.com/tattoo-designs/tattooed-baby-with-brand-endorsements/
Customers are fickle
Friends are loyal
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Search Marketing World 2009
http://www.flickr.com/photos/protoflux/544191007/
Share
• Socialize• Befriend• Add value• Become
indispensable
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Search Marketing World 2009
http://www.flickr.com/photos/criminalintent/256540145/
Target
• Locate• Listen• Personalize• Remember
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Search Marketing World 2009
http://www.flickr.com/photos/funtik/1175522045/
Engage
• E-mails• Podcasts• Webinars• Video• Export your
message
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Search Marketing World 2009
http://www.flickr.com/photos/soylentgreen23/2995911291/
Converse
• Blogging• Thought piece
authorship• Relevant
speakingengagements
• Join theconversation
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Search Marketing World 2009
Blogs Brand Extension
Social Networks E-commerce
Media Sites
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Search Marketing World 2009
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
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Search Marketing World 2009
Engagement isanother word forreally, really goodcustomer service
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Search Marketing World 2009
http://www.flickr.com/photos/techshownetwork/2961911760/
“Our belief is that ifwe keep putting greatproducts in front ofcustomers, they willcontinue to open theirwallets”
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Search Marketing World 2009
Thank You!
http://www.twitter.com/InteractiveMark
http://www.linkedin.com/in/InteractiveMark