Download SEM

Search Engine Marketing
The Tools of Online Marketing and
Thought Leadership
Before we get started…
What is the most dominant marketing topic
of our times?
From a business perspective, what are the
implications of the global economic
downturn?
What role can online marketing claim for
itself, if any, in this environment?
We focused on:
 Online Forums, Wikis
 Blogs (incl. Audio, Video)
 Social Media
Today we focus on:
Search engine marketing management
Search Engine Marketing
3 types
organic search marketing (results based on
algorithm)
pay-per-click search marketing (results based
on auction system)
social search (based on collaboration of
consumers)
Organic Search
#1 Rule:
Speak your customers' language.
Harder than it seems:
irrelevant what you think your customers use to find
you.
or even what phrases you want them to find you
with.
Pay per click
 The fastest growing form of Internet
Advertising (vs. traditional CPM)
 Advertisers pay NOTHING for audience
exposure
 Advertisers pay only when someone clicks on
one of their ads (usually $.05 to $2.00)
 Advertisers bid for keywords that describe
their product or service. The number of
keywords is unlimited (inventory)
 ROI easily calculated – If you can measure it
you can manage it
 Largely Google, Yahoo, Microsoft
Social Search
User generated search results
Aim to produce more targeted results
Aim to produce more relevant results
Aim to produce more credible results
The Long Tail of Advertising
 The economics of Internet retailing increase
the amount of inventory that retailers can
viably offer – Walmart offers 6 times as many
sku’s at walmart.com than in the largest store
 PPC enables a similar opportunity with ad
“inventory”
 While the bottom 30,000 search terms may
not generate the most revenue they are
nevertheless very significant
 A richly segmented “marketplace for
attention” is created
The Future of Search
Search will continue to evolve and increase in
relevance
In Sum
Online marketing means less selling and
more customer relationship.
Relationship originates from customer’s
moment of attention and interest (MAI).
Understand customer tools and behaviors
to express their MAIs.
Understand how to react to MAIs.