Bill Hunt Sempo AZ
•Als PPT, PDF herunterladen•
2 gefällt mir•348 views
The document discusses how search marketing can engage intent-driven prospects across the marketing funnel in a cost-effective way. It notes that search is underutilized due to ignorance and a desire to preserve traditional advertising budgets. The future of search is described as offering a customized experience based on interest through the aggregation of various digital content sources on search results pages. An integrated approach across search, social media, and other channels is advocated to maximize impact and address "the voice of the consumer."
![What Does Search Marketing Offer? ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (19)
Ähnlich wie Bill Hunt Sempo AZ
Ähnlich wie Bill Hunt Sempo AZ (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Bill Hunt Sempo AZ
- 1. Getting Ready for Search 3.0
- 7. The New Ecosystem Balancing Interest & Influence via the Search Repositories Influence Control Most Interest Least What the World Says and Does CHANNELS TV Print / OOH Web Sites - Email Partner Sites Mobile Desktop Apps / Widgets Distributed Content Online Advertising Events Brand Communities Content Aggregation Widgets – Social Platforms User Review Sites Collaboration – Wikis Social Networks Blog Networks Individual Blogs What the Brand Says and Does
- 9. Local & Social Grid Results
- 16. Owning the Playing Field by Dominating the Results Page Distributed Content / PR / Social Media Plan Organic Plan Paid Search Plan Total Ownership is possible K E Y W O R D S Search marketing techniques inform a strategic social campaign & a well planned social campaign reinforces search optimization efforts .
- 17. Tapping into the Voice of the Consumer
- 19. Search & Social Media in the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement To achieve maximum impact, it is essential to align search with other channels and communications media to increase “Searcher Stimuli” Corporate/Product Sites Blogs & News Sites Social Media Search placements are key to direct those who don’t know where to go after initial awareness Social Media
- 21. The Searcher’s Intent Cheap auto insurance Auto cheap insurance Discount auto insurance Compare auto insurance Auto insurance quote Auto cheap insurance quote Auto insurance plan quote Free online auto insurance quote Auto insurance online Online auto insurance Insurance auto auction Auto insurance company Progressive auto insurance All state auto insurance Geico auto insurance
- 23. Who is talking about it?
- 24. What are they talking about?
- 25. Integrate Searcher Interest Modeling 2 3 Transform large amounts of unstructured keyword research data into semantic maps of customer interest 1 Prioritized keywords aligned to business goals and customer interest Informed messaging strategies and creative content Optimized information architecture and website content
- 26. Content Strategy to Address “Voice of the Consumer” & “The ShelfSpace” Presence Substance Sales Brand Created Co-Created/ Captured Inspired/ Stimulated Opening Videos Unbranded Needs Vids PR Coverage SEO XXX XXX images XXX XXX Twitter Tweets Blogs Interactive Demos Roles/Issues Vids XXX XXX XXX Ratings XXX XXX Product & Branded Vids Expert Writing Paid Search XXX XXX Paid Search email XXX Podcasts Reviews XXX XXX XXX XXX Chart Source: Ogilvy & Global Strategies
- 27. Brand Engagement & Consumer Need “ Stain Removal” 100,000+ related searches
- 28. Develop Content to Satisfy Need How To related searches 80,000 monthly
- 30. Thank You. eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.com Site: www.back-azimuth.com
Hinweis der Redaktion
- Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
- Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
- Search works across the funnel: consideration, demand generation, and competitive positioning. Search is a cost effective tactic for driving audiences to marketing content on client websites.
- Mass Media - Stimuli based on seeing a TV commercial, hearing a radio spot, seeing a newspaper ad … and prompted to search Word of Mouth and Social Media - Searcher searches based on having contact with a friend or associate who has the product or spoke highly of it Searcher Need - This form typically comes from self-awareness or need, conducting research online
- Understand the searchers need and offer content to meet that need