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Marketing Roundtable - April 9, 2013 - Advertising Isn't Dead
- 1. Marketing Roundtable: Advertising Isn’t Dead April 9, 2013 © Ann Arbor SPARK
- 2. Advertising Isn’t Dead… Ann Arbor SPARK 9 April, 2013
- 9. The answer? It all is!
- 10. Why advertise?
- 11. Waste not, want not… “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker, (attributed) US department store merchant (1838 - 1922)
- 12. The ROI multiplier Spend X Creative = ROI
- 13. So do something cool…
- 14. And not something lame…
- 15. Or get creative with media…
- 16. Advertising is… • Viable • Scalable • Relevant • Strategic
- 18. Marketing Roundtable Adams Outdoor Advertising
- 19. That was then… Marketing Roundtable Adams Outdoor Advertising
- 20. This is now… Marketing Roundtable Adams Outdoor Advertising
- 21. Outdoor is now immediate… Marketing Roundtable Adams Outdoor Advertising
- 22. Then Now Simple Visual and Creative Static Static Tri-Vision Digital Billboard Billboard A billboard will always be a billboard. Marketing Roundtable Adams Outdoor Advertising
- 23. Marketing Roundtable Adams Outdoor Advertising
- 24. Marketing Roundtable Adams Outdoor Advertising
- 25. Marketing Roundtable Adams Outdoor Advertising
- 26. Outdoor is… • Trendy, hip and NOW • Always on, never avoidable • Visual, interactive and directional • Used by other mediums Outdoor can… • Reach everyone, every day • Target specific demographics • Be customized to suite any budget • Make your message larger than life Marketing Roundtable Adams Outdoor Advertising
- 29. Want to grow your business? Put your message in front of potential customers right when they're searching for what you have to offer.
- 32. *
- 33. 1. Type in search (keyword or phrase) 2. Get results (Ads) 3. Click Thru to Landing Page
- 34. * http://ansonalex.com/infographics/how-much-money-did-google-make-in-2011-infographic/
- 37. Paid Search / Pay-Per Click *Scalable *Targeted *Timely *Measurable / Reportable *Flexible
- 38. *Choose Your Budget – Any amount *Expand with little additional time & effort
- 39. *Select Specific Keywords and Phrases – “Denny’s Baconalia” *Restrict Specific Keywords and Phrases *Specific Calls to Action *Narrow or Broaden Audience Location *Audience Demographics & Interests *Time of Day, Day of Week
- 40. *Appears exactly when your potential customer is looking *Tie to seasonal sales, events, trade shows, webinars, social media push - Baconalia
- 42. * 80% of all web searches are done on Google * YouTube is second largest search engine * Bing / Yahoo / Microsoft * Your competitors are there * On page – auction & quality determines placement
- 43. Optimize Using Key Insights from click-through- rate (CTR) and conversions (definable) * Keywords most likely to gain “click-through” * Ad wording most likely to gain “click-through” * Landing pages most likely to convert (sale, phone call, download, time on site) * Can be integrated with marketing automation programs for tracking and lead scoring Constantly developing and testing to optimize click-throughs and conversions.
- 44. Change any settings now, tomorrow, next month * Budgets * Keywords * Ads * Landing Pages * Entire campaigns
- 45. *Use most popular and powerful keywords and ads to inform your other marketing *Enhances & informs organic search & social campaigns *Requires maintenance
- 46. * Am I turning someone toward a product? *Am I reaching the target market and convincing them to buy?
- 47. Advertise: early 15c., "to take notice of," (12c.), from Latin advertere "turn toward," from ad- "toward" (ad-) + vertere "to turn" (versus). Promotion: Reaching the target market and convincing them to buy
- 49. Adwords.Google.Com Bud Gibson EMU - I.S. Dept Kim Brown – kim@sensiblevision.com Local Agencies – PWB, TWBG
- 50. Next Marketing Roundtable: Go Mobile or Go Home May 14, 2013 © Ann Arbor SPARK
Hinweis der Redaktion
- Sean asked “Is Advertising Dead?”
- Tell you What Paid Search is, why it’s powerful, why you might like it if you like to measure things. About 900,000 searches are done on Google per second.
- What is Paid search - TOP AND SIDE of results (light pink). modern day Yellow Pages. From the searcher’s standpoint, I type in something I need, and get results. Paid and organic results. From the advertiser’s standpoint – I have the opportunity to convince you to come to my site instead of my competition.
- Focus on wording and offer in my “ads.”
- From Google’s standpoint….what they make in advertising pays for everything else they do.
- Baconalia! Display ads – distinct from paid search. I can do paid search with display ads…but for this discussion, let’s keep them separate. Ok. Bacon, mortgage rates…Are B2B technology companies using paid search?What is in it for Spark? Focus on entrepreneurial assets and resources,biosciences, alternative energy.
- 8 results – inventory procurement software. Introduce terms – Keywords, Ads.
- PPC / CPC
- Quickly scalable advertising – if your campaigns are effective, channel more dollars there. What other ad channels are scalable like this? TV, radio, digital outdoor.
- There are not a lot of Denny’s in Iowa. Negative keywords narrow the scope to save money. Ie, “bacon.” Targeting gets to the right PEOPLE
- Location applies in a number of ways – Major search engines are where your fingers do the walking, google and YouTube are both accessible via one platform - AdWords
- This just gets better. Like inbound programs, paid search is measurable. Advertiser’s Dream, CFO’s Dream. Also use dummy tests – sales.
- The World’s Fastest Indian Anthony Hopkins
- Location applies in a number of ways – Major search engines are where your fingers do the walking
- Etymonline.com
- What else might Paid Search be? Top of funnel. Absolutely. It’s easy to see how Paid Search is part of an inbound marketing program. It’s a type of an inquiry.
- The World’s Fastest Indian Anthony Hopkins