Search Engine Marketing

The Tools of Online Marketing and Thought Leadership

Before we get started…

What is the most dominant marketing topic of our times?

From a business perspective, what are the implications of the global economic downturn?

What role can online marketing claim for itself, if any, in this environment?

We focused on:

Online Forums, Wikis Blogs (incl. Audio, Video) Social Media

Today we focus on:

Search engine marketing management

Search Engine Marketing3 types

organic search marketing (results based on algorithm)

pay-per-click search marketing (results based on auction system)

social search (based on collaboration of consumers)

Organic Search

#1 Rule:Speak your customers' language.

Harder than it seems: irrelevant what you think your customers use to find

you. or even what phrases you want them to find you

with.

Pay per click The fastest growing form of Internet

Advertising (vs. traditional CPM) Advertisers pay NOTHING for audience

exposure Advertisers pay only when someone clicks on

one of their ads (usually $.05 to $2.00) Advertisers bid for keywords that describe

their product or service. The number of keywords is unlimited (inventory)

ROI easily calculated – If you can measure it you can manage it

Largely Google, Yahoo, Microsoft

Social Search

User generated search results Aim to produce more targeted results Aim to produce more relevant results Aim to produce more credible results

The Long Tail of Advertising

The economics of Internet retailing increase the amount of inventory that retailers can viably offer – Walmart offers 6 times as many sku’s at walmart.com than in the largest store

PPC enables a similar opportunity with ad “inventory”

While the bottom 30,000 search terms may not generate the most revenue they are nevertheless very significant

A richly segmented “marketplace for attention” is created

The Future of Search

Search will continue to evolve and increase in relevance

In Sum

Online marketing means less selling and more customer relationship.

Relationship originates from customer’s moment of attention and interest (MAI).

Understand customer tools and behaviors to express their MAIs.

Understand how to react to MAIs.