Convincing management to invest in search marketing can be challenging. How do you demonstrate that the company would truly benefit from an increased SEO and SEM budget? Just add big data to your business model to show strong competitive pressure, and explain that the issue can be addressed through additional search marketing spending.

1. How to get an increase in search
marketing budget?
Use Big Data!

2. Big Data is a Big Deal!
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3. Consumers spend a lot of
time online, leaving behind
huge amounts of
information about
themselves and their
interests, and what they are
looking for.
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4. Today, businesses that really
embrace Big Data can develop
new opportunities for strategic
differentiation.
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Online marketers can also use
Big Data to get an increase in search
marketing budget…

6. How to convince your boss?
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How do you demonstrate that the company would truly
benefit from an increased SEO and SEM budget?
???
Use Big Data to show strong competitive pressure,
and explain that the issue can be addressed
through additional search marketing spending!

7. Demonstrate your competitors’
strenght!
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Use data to show that your
competitors are taking the
lead!
Let’s say you sell shoes online in the
US. Point out that the most successful
of your competitors, zappos.com,
holds an impressive 20.78% share of
search! (see next slide)

8. Demonstrate your competitors’
strenght!
8

9. Show your competitors’ Search
Marketing Strategy!
9
Back to our example: with a
10.14% organic share of search,
zappos.com has more than twice
as much organic visibility than
shoebuy.com does!
What’s more, zappos.com also
has a bigger share of paid search
than any of the other top
competitors within the category!
(see next slide)

10. Show your competitors’ Search
Marketing Strategy!
10

11. InsideIndustry can help!
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In today’s online world, it is becoming increasingly important to benchmark
performance against competitors.
If you don’t get the right market intelligence on time, you will not see the
risks and opportunities when you need to.
With InsideIndustry, you can get a current and holistic view of your
online market in mere seconds.

12. How did you convince your boss to
invest in Search Marketing?
Did you use Big Data?
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