the basics of online marketing unit 1: overview search recommendation engines february, 2009
DESCRIPTION
The buyer’s lens: What do others like me think of this company, product, experience?TRANSCRIPT
The Basics The Basics of Online of Online
MarketingMarketingUnit 1:
OverviewSearch
Recommendation EnginesFebruary, 2009
The buyer’s lens:The buyer’s lens:I’m looking for something:I’m looking for something:
Who’s Out There to Meet My Need?Who’s Out There to Meet My Need?
The buyer’s lens:The buyer’s lens:What do others like me think of this What do others like me think of this
company, product, experience?company, product, experience?
The buyer’s lens:The buyer’s lens:The online world is transparent: Shall I trust The online world is transparent: Shall I trust
this person? How well are they known? this person? How well are they known?
The Seller’s Lens:The Seller’s Lens:How can I communicate the value of How can I communicate the value of
my offer?my offer?
Old Way:
•Static•High Cost/ High Waste•Low Control•Difficult to Measure•Be big to look big •Multimedia limited to large budgets•Global reach limited to large budgets
New Way:
•Flexible•Low Cost•Low Friction•Measurable•Multimedia for all•Global reach for all•Time intensive
The Seller’s Lens:The Seller’s Lens:How can I find potential customers? How can I find potential customers?
OR
That’s what Search Engines do, and one reason Google is
worth a gazillion $ Search fundamentally changes marketing- no longer
demographics/guess-o-graphics- if the terms are detailed enough
You can now speak to an interested party at the moment of need and awareness (when they type in that keyword)
Search Marketing Focus:
What if I could know, right now, who was looking for my service- in Sonoma? In California? Around the World?
A Way to frame the online worldA Way to frame the online world
Discovery: Finding, Being FoundDiscovery: Finding, Being Found
Connection: Interacting, AcceleratingConnection: Interacting, Accelerating
Presence: Stories, Values, VoicePresence: Stories, Values, Voice
Some online marketing differences serve you, some complicate your life!
+-Reach is global and 24/7+-Flexible, but rapidly changing+-Not controllable-- Demanding….competitive risk+-Accountability to every customer experience+-Democratizing……No sense of scale behind the work
6 Steps to Great Search Marketing6 Steps to Great Search Marketing
Example: Example:
Examples of EngagementExamples of Engagement
Demo of Google BackendDemo of Google Backend
Demo of Yelp Backend Demo of Yelp Backend
The basics:•Your clear position and value•At least a simple presence (site, blog), optimized to be found•Pertinent Recommendation engine, with testimonials•Social Network/Connecting with your “True Fans”