An overview of how search, strategy and web site design work together to build your brand. Practical tips are included.

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Search = Branding = Strategy
Dr. Debra Zahay @zahay
Full Professor of Marketing at Aurora University
and President, Zahay, Inc.
Stukent Webinar Series

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Agenda
•Who am I?
•What is digital marketing?
•The changing face of branding/purchasing is changing.
•How the simulation reflects reality.
•A Practical Blueprint for Keyword Strategies to implement your company strategy.

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I followed my questions to Academia
Information Systems
Sales/Marketing/Databases
IMC &
More Databases
????
Ph.D.

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Over 700 Article Citations
Co-Author: Leading Intern Textbook

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Editor: Journal of Research in Interactive Marketing

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Co-Author: Leading Internet Marketing Textbook

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Forthcoming: Business Experts Press, Digital Marketing Management

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Forthcoming:
Zahay, Roberts

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Also Forthcoming …..
Spiller and Zahay, Eds.

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Teaching Portfolio
•Undergraduate Digital Marketing Minor
•Internet Marketing (Stukent SIM), Adwords
•Social Media Marketing, Hootsuite, Google analytics
•IMC
•Graduate Master of Science in Digital Marketing and Analytics
•Digital Marketing (Stukent SIM)
•Database Marketing and Analytics (SPSS/Modeler)
•Data Mining and Visualization (SPSS/Tableau)

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Figure 1.2
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer Response

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Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement

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Digital Marketing is the Responsibility of the Executive Suite

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Set objectives for cross- channels
Web Objectives
Email
Search
Social
Mobile

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How the simulation mirrors reality
Web Objectives
Email
Paid Search
Organic Search

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The Customer Lifecycle supports our mission (Thanks Dr. Charlotte Mason)
Attract & Acquire: Search, Website, Social Media
Retain & Engage: Campaign management, CRM Systems, Email, Customer Experience
Target Market
Prospect
Responder
Responder
New Customer
Voluntary Leaver
Forced Leaver?
Former Customer
Winback
Potential Customers
High Potential
High Value
Low Value
Retained or repeat customer
Lead nurturing, Demand generation

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Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Rankings
Search and Branding are Interwoven

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To succeed in search marketing, your brand, your products and your company must be known.

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You must also have a point of difference that can be conveyed easily.

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The Buying Process Begins with Search
•78% of buyers of B2B products begin process via a search engine
•93% of consumers begin their process with search
•Good web design aids search

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Problem /
Need
Awareness Consideration Purchase
Post
Purchase
Experience
Loyalty / Re-purchase
Traditional Purchase Journey
Thanks to Steve Susina from LyonsCG

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The New Purchase Process
Contact Salesperson/Go online
Compare Vendors
Conduct Research

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Age of Consumer Empowerment
• Much of the buying process takes place before the
first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina
Purchase Journey Today

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“Influence of Online Research Over Purchase
Decisions Expanding Beyond Big Ticket Items”
-- Radius GMR, 5/2013
Consumers want the Facts in All Areas,
including B2B

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The Sales Funnel Has Changed

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Search = Strategy =Branding

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To THE TARGET MARKET, Our Company Name is the PRODUCT CATEGORY that POINT OF DIFFRENCE

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Practical Tips
•Develop a list of what makes your company unique.
•Write down how you deliver value.
•Using Google Trends and the keywordtool.io, if available, develop a list of keywords that might relate to your company and/or your brand value. Focus on customer INTENT.
•Make list of your broad marketing objectives using “Attract, Acquire, Retain, Engage.”
•Group the keywords above into categories that might relate to specific objectives.
•Develop a list of website/mobile site goals according to these broad objectives; In this case be specific, i.e., “Customers should come to the site to register.”

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Example
•We have the largest selection of Android tablet computers.
•We wish to attract customers to our website.
•Let’s develop a list of keywords.

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New Example
•New Point of Difference: Our site can help compare tablets.
•Broad Objective: We wish to ATTRACT customers to our website.
•“android table tvs. Ipad” and similar terms look good.
•Goals: Encourage them to register for our email newsletter, download a comparative whitepaper.

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A Word about Email
•Still widely used
•The unsung engine of Internet Marketing
•How we develop relationships
•Click through rates between 2-5%

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Summary
•Digital marketing means using digital technology to create engagement.
•Customers want to engage online.
•The simulation reflects the trends in digital marketing.
•Define your strategy, use keywords to reinforce on your website to optimize paid and organic search.

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Questions?

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Contact information
•Dr. Debra Zahay-Blatz
•http://www.zahay.com
•dzahayblatz@aurora.edu
•@zahay
•THE BLOG: datadrivendigitalmarketing.blogspot.com
•The G+ Community Internet Marketing