webcast - how to achieve continuous growth in a flat market
DESCRIPTION
The webcast is about a new approach to your online marketing that will enable you to achieve continuous growth even in this recessionary environment. Most marketers are seeing some common trends and changes in their costomers' behaviors: longer buying cycles, higher cost per lead using search marketing, more comparison shopping, etc. All this led to showed and unpredictable business growth, and an urgent need for new online mix that can address the changed customer buying process.TRANSCRIPT
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12 months ago
NeedNeedNeedNeed SearchSearchSearchSearch ConsiderConsiderConsiderConsider BuyBuyBuyBuy
Today
How do you keep your customer engaged
at every touchpoint of the buying process?
An approach that maximizes customer response through a data-driven understanding
of online behavior that predicts intent and drives action through a dynamic combination of
search and social media marketing.
Surround & Intent Marketing
Surround & Intent Marketing Solutions to Common Marketing Challenges in
Online Brand Management & Customer Acquisition
• 24x7 brand reputation tracking and management system
Brand DefenderTM
• Manages customer interactions across multiple online channels
Brand Touchpoint ManagerTM
• Optimizes press releases for maximum ROI and coverage
PR MaximizerTM
•39-point diagnostic website audit for search & marketing effectiveness
Website CalibratorTM
• Leads from search & display channels optimized for price, volume & quality
Performance LeadsTM
• Leads from social & display channels optimized for price, volume & quality
Social LeadsTM
• Calibrates online acquisition parameters for new programs
Trial CalibratorTM
• Optimizes & tracks your website for organic leads or lead-driven goals
Organic Rank OptimizerTM
Brands masked, and data indexed
All examples during 2008 & 2009
1.Laptop manufacturer2.Online travel/vacation service3.Financial services4.B2B marketing services & software provider
Our client: a leading brand in the laptop/notebooks market
Crowded market with no/low brand differentiation
Diminishing returns from search marketing
Customers seeking ‘brand assurance’ from other non-commercial channels
For both individual as well as business buyers, we conducted research to Understand keywords used in search/evaluation Understand sites visited when considering a purchase
12 key laptop/technology review sites
Social networking – Twitter, Orkut, YouTube, Facebook
Custom Facebook application
Two sets of keywords for business & consumer segments
Keywords aligned around new product features
Creative/messaging developed around these venues, with separate bidding strategies
Primarily focused around consumer segment
Integrated Facebook and online video with a viral seeding effort
Brand Touchpoint Manager
Performance Leads
Social Leads
Web Traffic: +19%
Leads: +74%
Social Media share of voice: +236%
Costs: -39%
Our client: a large travel operator who had launched a new online service
Late entrant, unknown online brand, competing against giants in a crowded market
Key issues Need to build brand presence Negative publicity as a result of a previous
promotion Expensive search marketing as result of
massive overbids by competitors
Mapped purchase cycle to keywords & costs over a statistically significant period
High-performance keywords generated unprofitable leads
No feedback mechanism in their marketing-communications strategy Search results & blogs were filled with negative results
Rapid-response system was set up to
(a) deal with negative comments in real time, and
(b) highlight positive comments
Focused budgets on a newly generated set of keywords associated with higher value conversion probability
Re-architected site based on high margin contributors
Brand Defender
Performance Leads
Website Calibrator
Direct Web Traffic: +164%
Leads: +368%
Cost per lead: -62%
SE Web Traffic: +750%
Our client: a consumer finance firm that specializes in debt consolidation and restructuring delivered solely as an online service.
Competition from large banks & financial institutions with a retail presence and existing customer relationships
Exploding CPLs, and rapid sales cycle (2 weeks)
Role for customer acquisition: build trust create a dialog start a new relationship.
Negative comments lead to almost instant disqualification from the considered set
Massive reliance on trusted review sites – with direct impact on the sales cycle
Lots of unqualified ‘tire-kickers’ also in the market – and needed to be identified early in the process
Strategically addressed negative comments posted by competitors
Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers
Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels
Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile.
Brand Defender
PR Maximizer
Performance Leads
Brand Touchpoint Manager
Web Traffic: +136%
Share of voice: +380%
Cost per lead: -14%
Press mentions: +262%
Clutter of brands
No perceived or real differentiation
No presence in critical “objective” touchpoints
Unable to drive cost-effective leads
Buyers, especially in this segment, seek education and practical solutions - not just branding and awareness
Active users of social media sites
Multiple stakeholders in the buying process
New model developed for forecasting lead-to-customer cycle
Launched campaigns across email, newsletters, banner, CPA, search, sponsorships
On and off-site optimization for 10 golden keywords
Engaged with top review and whitepaper sites for product review
Trial Calibrator
Organic Rank Optimizer
Brand Touchpoint Manager
Web Traffic: +244%
Leads: +621%
Cost per lead: -74%
Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process
Improves the overall productivity of your online marketing
US Toll-Free: +1 (800) 725-5507US Toll-Free: +1 (800) 725-5507
[email protected]@Position2.com
www.Position2.comwww.Position2.com