A presnetation developed by Aleksei Heinze of Salford Uni with a tiny bit of input from me

1. S e a r c h Engine Marketing Salford Business Showcase | 8th October 2009 Dr Aleksej Heinze Search Engine Marketing Management lecturer Salford Business School A.Heinze@salford.ac.uk 0161 295 5024 www.business.salford.ac.uk Simon Wharton Managing Director PushON Ltd simon@pushon.co.uk 0844 967 0565 www.pushon.co.uk

6. Why Search Engine Marketing Management (SEMM)/Search Engine Optimization (SEO)?

7. UK Households: 65% had internet access in 2008 (National Statistics, 2008) National Statistics (2008) Internet Access - 65% of households had access in 2008, accessed from http://www.statistics.gov.uk/CCI/nugget.asp?ID=8&Pos=1&ColRank=1&Rank=192 PricewaterhouseCoopers. (2008). Ninth Information Security Breaches Survey: Department for Business, Enterprise & Regulatory Reform (BERR), accessed from www.security-survey.gov.uk UK Businesses: 97% have a broadband internet connection 93% have a corporate website. (PricewaterhouseCoopers, 2008)

11. Difference SEO vs SEMM SEO SEMM Measure Website traffic Goal conversion Feature Organic SEO and Pay-Per-Click SEO Integrates SEO with offline marketing communications Focus Search Engines Return on investment

12. IMPACT ON YOUR MARKETING MIX

13. Classic Marketing Mix (4Ps) PRODUCT Appearance Features / Benefits Quality / Cost Range New Products USP Technology Branding Packaging PRICE Cost based Competitor based Value based Strategies: Skimming Penetration Psychological Loss leader PLACE Where do customers look and buy? Retail Wholesale Distribution Mail Order Direct Internet PROMOTION Objective: Integrated Marketing communications Corporate v Product Sales Promotion Advertising PR Personal Selling Direct marketing Internet

14. PROMOTION ADVERTISING TV / Radio Newspapers / Magazines Cinema Directories Word of mouth Leaflets / Brochures PR Publicity Events PROMOTIONS Special offers Trials Free gifts competitions PERSONAL SELLING Counter Field Telesales EXHIBITIONS TRADE FAIRS CORPORATE IDENTITY SPONSORSHIP POINT OF SALE MERCHANDISING DIRECT MARKETING Telemarketing, database marketing, loyalty schemes, relationship marketing INTERNET MARKETING Advertising Focus but can be all elements Product Company

19. Activity 2: List your marketing activities and estimate/calculate their ROI and CLTV Activity ROI CLTV Set Budget Set Goal

20. How to measure your website’s performance?

22. Keeping Consumers Connected - UK - September 2008 – Google ís The Winner Figure 20: How often consumers use search engines, by frequency, July 2008 Yahoo! Google MSN Other % % % % Any users 83 99 66 48 Use the most 9 79 4 3 Use sometimes 45 17 33 20 Used more in the past, but not so much now 28 3 29 25 Have never used 17 1 34 52 Base: 2,000 internet users aged 16+ Source: GMI/Mintel

28. Simon Wharton Aleksej Heinze Salford Business School t: 0844 967 0565 01612955024 m: 07900 224 764 07759 160 243 e: [email_address] [email_address]