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A Whole New World:
Transferring Your Brand &
Marketing Programs Online


Jon Bailey + Jay Baer
@jonjonbailey + @jaybaer

#...
Letʼs face it. Itʼs a whole new world.



          Homebuilder marketing is vastly changed
          Buyers are behaving ...
Homebuyers behavior


        87% start their search online
        100 million people reading blogs
        Online ad rev...
How are homebuilders
     adapting?
Typical Homebuilder Spending in 2006

                            5% PR
               10% Events
                        ...
Typical Homebuilder Spending in 2010

                            5% PR   5% Print Ads
                                   ...
Consumer Intent Funnel
Consumer Intent Funnel

                   Online Ads
           Print/Digital Integrated Ads



                  Search ...
Tier One:
Low Obvious Purchase Intent
Integrated Traditional and Digital
Integrated Traditional and Digital
Integrated Traditional and Digital
Targeting with Ad Networks
                   Vertical

                        Serve banner advertising through websites
...
Targeting with Ad Networks
                    Vertical

                         Serve banner advertising through website...
Tools You Can Use




    Quantcast
    Compete
Tier Two:
Moderate Purchase Intent
PPC (paid)

                 PPC
SEO (natural)   (paid)
   67%           33%
Improve Results with Focused
 Landing Pages (and testing)
Improve Results with Focused
 Landing Pages (and testing)
Video is 52X More Likely to be on first page
         of Google results than a Web page
Content Isnʼt King.
Optimized Content is King.
Tools You Can Use




    Google Optimizer
    TubeMogul
Tier Three:
Meaningful Purchase Intent
Events
Events
Retargeting



 Place a retargeting pixel on your website
 to “follow” visitors
 Data mine: determine where people are cli...
Geo-Based Apps
Geo-Based Apps
QR Codes
Tools You Can Use




Fetchback
Foursquare.com/business
Tier Four:
Post Transaction Loyalty and Retention
Social Media Gives
 Consumers Power
Twitter Hit 100 Million
  Users this Summer
Twitter Hit 100 Million
  Users this Summer




                  At 2 million tweets per hour
It Keeps Growing



   As of June 2010, Facebook has a total of 500 millions users worldwide. If it were
   a country, tha...
Critical Ingredients to a Successful
             Social Media Presence




           Strategy
           Dedicated Team
Email




    Customized content
    Subscriber activity tracked in detail
    Insights leveraged to react to & anticipate...
Tie Email Together with Social
Make Email Sharable
Tools You Can Use




    Swix
    Flowtown
Now Go Do It!
BuilderSocialBlog.com
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
Homebuilders - Transferring Your Brand & Marketing Programs Online
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Homebuilders - Transferring Your Brand & Marketing Programs Online

Presentation on online marketing for the homebuilder industry from PCBC 2010 presented by Jon Bailey, CEO at Bailey Gardiner and Jay Baer, Convince and Convert.

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Homebuilders - Transferring Your Brand & Marketing Programs Online

  1. 1. A Whole New World: Transferring Your Brand & Marketing Programs Online Jon Bailey + Jay Baer @jonjonbailey + @jaybaer #pcbc2010
  2. 2. Letʼs face it. Itʼs a whole new world. Homebuilder marketing is vastly changed Buyers are behaving differently Resources are completely challenged Outlets are unfamiliar
  3. 3. Homebuyers behavior 87% start their search online 100 million people reading blogs Online ad revenue up 11% in 2010 Newspaper circulation down 20% in 2009 80% of computer users active in social media
  4. 4. How are homebuilders adapting?
  5. 5. Typical Homebuilder Spending in 2006 5% PR 10% Events 60% Print Ads 5% Online Advertising 5% Email 5% Signage / Directionals 10% Brochures / Collateral
  6. 6. Typical Homebuilder Spending in 2010 5% PR 5% Print Ads 5% Brochures / Collateral 15% Social Media 5% Signage / Directionals 15% Email 50% Online Advertising
  7. 7. Consumer Intent Funnel
  8. 8. Consumer Intent Funnel Online Ads Print/Digital Integrated Ads Search Ads Content Creation Mobile QR Codes Retargeting Ads Social Media Email Intent to Purchase
  9. 9. Tier One: Low Obvious Purchase Intent
  10. 10. Integrated Traditional and Digital
  11. 11. Integrated Traditional and Digital
  12. 12. Integrated Traditional and Digital
  13. 13. Targeting with Ad Networks Vertical Serve banner advertising through websites that cater to the target market such as shopping and sports/outdoor categories Contextual Serve banner advertising when relevant content is viewed Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
  14. 14. Targeting with Ad Networks Vertical Serve banner advertising through websites Category that cater to the target market such as shopping and sports/outdoor categories Contextual Contextual Serve banner advertising when relevant Behavioral content is viewed Retargeting Behavioral Serve banner advertising when specific behaviors are displayed Build online profile of typical consumer
  15. 15. Tools You Can Use Quantcast Compete
  16. 16. Tier Two: Moderate Purchase Intent
  17. 17. PPC (paid) PPC SEO (natural) (paid) 67% 33%
  18. 18. Improve Results with Focused Landing Pages (and testing)
  19. 19. Improve Results with Focused Landing Pages (and testing)
  20. 20. Video is 52X More Likely to be on first page of Google results than a Web page
  21. 21. Content Isnʼt King. Optimized Content is King.
  22. 22. Tools You Can Use Google Optimizer TubeMogul
  23. 23. Tier Three: Meaningful Purchase Intent
  24. 24. Events
  25. 25. Events
  26. 26. Retargeting Place a retargeting pixel on your website to “follow” visitors Data mine: determine where people are clicking-through to get to the site and under what conditions Serve ads to people who visit site
  27. 27. Geo-Based Apps
  28. 28. Geo-Based Apps
  29. 29. QR Codes
  30. 30. Tools You Can Use Fetchback Foursquare.com/business
  31. 31. Tier Four: Post Transaction Loyalty and Retention
  32. 32. Social Media Gives Consumers Power
  33. 33. Twitter Hit 100 Million Users this Summer
  34. 34. Twitter Hit 100 Million Users this Summer At 2 million tweets per hour
  35. 35. It Keeps Growing As of June 2010, Facebook has a total of 500 millions users worldwide. If it were a country, that would make Facebook the 3rd most populous country in the world. 500,000,000
  36. 36. Critical Ingredients to a Successful Social Media Presence Strategy Dedicated Team
  37. 37. Email Customized content Subscriber activity tracked in detail Insights leveraged to react to & anticipate customer behavior
  38. 38. Tie Email Together with Social
  39. 39. Make Email Sharable
  40. 40. Tools You Can Use Swix Flowtown
  41. 41. Now Go Do It!
  42. 42. BuilderSocialBlog.com

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