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The Future Of Digital Marketing, Search & Social Marketing

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Traffic Builders | Pushing Marketing Boundaries
Traffic Builders | Pushing Marketing Boundaries

Digital marketing is the future according to Wolter Tjeenk Willink of Traffic Builders B.V. He discusses how online marketing trends are shifting budgets from offline to online channels like search and social media. He recommends taking a long-term, integrated approach to online marketing across channels rather than focusing only on short-term ROI. Companies should also engage with customers through social media and get other departments involved in online marketing efforts.

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Digital Marketing The Future of Wolter Tjeenk Willink
INTRODUCTION
Wolter Tjeenk Willink, founder of Traffic Builders B.V. Full service search engine marketing agency Search engine advertising (SEA) Search engine optimization (SEO) Conversion optimization (web analytics, usability) Outsourcing services Consultancy / Training Detaching / Aiding inhouse SEM teams WHAT WE DO...
Search engine optimization for your excisting website or online shop Aid you in concepting and the SEO-proof development your new site Update your website frequently with SEO optimized content Setup and manage your PPC campaigns in Adwords, Yahoo, MSN Create low-cost, high-impact branding with Google’s site targetting Optimize landing page performance through A/B or multivariate tests Increasing online conversion rates through advanced web analytics Tooling and advise on how to track cross-channel ROI contribution Etc. OUR SERVICE TO YOU MIGHT INCLUDE
TODAY’S AGENDA
IN THIS PRESENTATION… Marketing challenges Today’s statement Online marketing trends, facts & figures Integrated online marketing strategies for B2C and B2B Social media marketing Search marketing Key take aways
Some of the challenges in marketing we face today: Selecting the right media channels/marketing instruments Making optimal use of those marketing instruments Integrating channels for synergy and consistency Tracking accountability of your marketing spendings Dealing with short-term ROI focused management Budgetting MARKETING CHALLENGES
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation. STATEMENT FOR TODAY
ONLINE MARKETING FACTS & FIGURES
Internet is the second largest medium Gaming outranks reading the newspaper in age 20-50 INTERNET VERSUS OTHER MEDIA Source: SPOT, June’08
Time spend online has doubled in just 2 years! INTERNET VERSUS OTHER MEDIA Source: SPOT, June’08 Age group 20 to 65 years
Approx. 11 million internet users in NL 90% of those use broadband (cable/DSL) INTERNET USAGE BY CONNECTION Source: CBS
Increased use of laptops: 44% in 2007 Increased use of mobile devices: 21% in 2007 INTERNET USAGE BY DEVICE Source: CBS
95% of the users communicate online through chat, forums, e-mail, etc. INTERNET USAGE BY ACTIVITY Source: CBS
95% uses search engines regularly Over 30% of internet users use Social Media INTERNET USAGE BY ACTIVITY (2) Source: CBS
In 2007, approx. 70% of all users bought online, of which 60% within a period of 12 months USE OF ONLINE SHOPPING Source: CBS
Travel, software/hardware and clothing remain popular TYPE OF PURCHASE BY CATEGORY Source: CBS
Online sales expected to reach 4.8 billion euro ONLINE SPENDINGS Source: Thuiswinkel.org
30% of Dutch internet users use social media: Chat sites, like MSN Forums, like Tros Radar or Vara’s Kassa (popular Dutch consumer forums) Social network sites, like LinkedIn and Hyves Bookmark sites like , Reddit, NuJij and eKudos.nl Blogs varying from “Marco’s recipe site” to RSS distributors like Feedburner Mini-Blog applications like Twitter RISE OF SOCIAL MEDIA
Your target audience expects you to “socialize” (1): 60% of US internet users use social media 93% of those users expect companies to have social media presence 85% believes companies must interact using social media 56% feel a stronger connection and better served WHY ENGAGE IN SOCIAL MEDIA Source: Cone Business 2008
Your target audience expects you to “socialize” (2): 43% believes companies should use social networks to solve consumer problems 41% feels companies should solicit feedback on their products and services: enabling co-creation 37% wants companies innovate in brand interaction online 25% even says companies should market to consumers WHY ENGAGE IN SOCIAL MEDIA? Source: Cone Business 2008
Social media in The Netherlands 2008 SOCIAL MEDIA USAGE IN NL Source: Ruigrok | Netpanel 2008
The majority of your target audience is online, searching for information, interacting with your brand, through multiple channels like search and social media, buying your products and services online, or offline... But how do we respond in terms of marketing? TEMPORARY FINDINGS
We’re shifting budget from outdoor and print to online MEDIA BUDGET ALLOCATION 2008 Source: IAB
Whilst internet consumes 28% of our media attention... ...online marketing is still at a 19,1% budget share(?) MEDIA BUDGET ALLOCATION 2008 Source: IAB
50% was spent on Search (9.6% of overall budget) 25% was spent on display advertising (4,8% of overall) ONLINE MEDIA BUDGET ALLOCATION Source: IAB
We are shifting more budget to online. We are following the crowd, thus: We have to share the same inventory with more advertisers while the user attention span gets shorter ... ...and online marketing gets more expensive We are still pushing instead of pulling or interacting New online marketing methods are adopted slowly Let’s look at some example cases TEMPORARY FINDINGS
EXAMPLE CASE 1: THE LONG TAIL Total search volume Number of unique search phrases Low High High High number of competitors and direct conversions per search phrase at high costs per conversion The Long Tail in search engine marketing Low number of competitors and direct conversions per search phrase, but high long-term ROI contribution and low cost per conversion
EXAMPLE CASE 1: THE LONG TAIL Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage “ Mortgage quote” “ Buying a house” “ Having a baby” “ Carp fishing tips” “ Bicycle routes”
EXAMPLE CASE 1: THE LONG TAIL We should also be here (branding, long-term) Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage We are here (transactional, short-term)
EXAMPLE CASE 2: TRACKING ROI Online advertisers Offline sales & cross-media Track effect of Search on offline conversions, ROI contribution within online cross-media strategies, etc. Branding & Customer Lifetime Value Track online/offline cross-media contribution to branding and ROI Online direct response / ROI Track views, clicks, CTR%, whitepaper downloads, online sales, etc. Direct reponse within the same user session or max. 30-day period.
EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Direct response in Search Engine Marketing accounts for just 17% of total sales! Also: 30% of all internet users delete 1 st and 3 rd party cookies regularly!
EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Calculating real conversion worth per euro based on attribution of Latent sales , Cookie deletion correction and offline sales . Tracked conversion worth Real conversion worth
INTEGRATED ONLINE MARKETING STRATEGIES
Long term (2 – 5 years) Mobile marketing for ROI Behavioral targeting (still a bridge too far for most of us) Do use Mobile Search for branding purposes and keeping up with mobile use in your branch. RECOMMENDATIONS
Short term (1 – 2 years) Invest in inhouse knowledge of Search and other online marketing channels that are vital for you Create a separate online marketing department or job Create a multi-disciplinary task force consisting of IT, online, offline, PR and management . Get them involved ; make them part of the process . RECOMMENDATIONS
Short term (1 – 2 years) Seriously invest in web analytics: increase conversion % Split marketing budget into ROI-driven and Branding ROI-driven budget should be flexible if possible Take into account Latent ROI, Cookie deletion, Offline i/a Invest in content-based marketing, especially in B2B Share knowledge, not just information Invest in social media in 2009: be out there RECOMMENDATIONS
Need for an long-term, integrated/holistic approach to: Search Organic Paid Social media marketing Affiliate marketing Display advertising And offline marketing ONLINE STRATEGIES FOR 2009
Understand where search engines are moving into: Personalized search experience Social search Universal search Contextual brand mentioning Other trends include: Mobile search Automated text translation Voice based search / voice to text SEO STRATEGIES FOR 2009
Personalized search User preferred content ranks higher Behavioral targeting of search results SEO STRATEGIES FOR 2009 Step 1 Step 2 Step 3
Social search Social bookmark sites gain importance How does this affect your website, knowing: Sites sharing knowledge will gain popularity over sites with information? Sites that offer brand experience will gain popularity over product sites? SEO STRATEGIES FOR 2009
Universal search Search results now include: blogs, video, RSS feeds, podcasts, images, books, shopping, maps, scholar, etc. How does this affect your website, knowing: Your site probably has little non-product/service related content? And it’s probably not likely that fresh content will be added any time soon? SEO STRATEGIES FOR 2009
Contextual brand mentioning will influence organic rankings Google is able to track where and in which context your brand or company name is mentioned Google also knows yourdomain.com is the most relevant for “YourCompanyName” 1 + 1 = 3. How does this affect your company, knowing: Your PR department does not take into account blogs, portals and other online authorities in your branch? Let alone SEO? Nobody bothers to “socialize” online, responding to blogs SEO STRATEGIES FOR 2009
Due to Google’s improved Quality Score invest in: Broadening your search phrases (in numbers) Make use of different keyword match types like [exact] Optimize your landing page: to improve textual relevance to decrease bounce rates and ultimately increase conversion rates SEA STRATEGIES FOR 2009
Think of Google’s network when considering branding Improved content network for contextual ads Reasearch indicates a 50% rise in brand awareness/association Largest network of site owners/publishers in The Netherlands for low-cost, high-impact display advertising, video advertising, etc. Exposure on YouTube SEA STRATEGIES FOR 2009
Social media examples to help you get started Business to business: Actively engage in blogs or start your own, publish articles and have users ‘Digg’ them or add your RSS feed, publish video content Basically: share your knowledge, interact, pull , don’t push Financial: Start a blog to answer consumer questions, enable user ratings for assurance agencies (coming soon), etc. SOCIAL MEDIA MARKETING
Social media ideas to get you started Travel: Have users rate accommodations, write reviews, recommend activities nearby, share their holiday pictures, give them the opportunity to send an holiday eCard with their own photo, etc. Provide an environment to enforce and prolong the holiday experience. Consumer Electronics: My personal favorite: Will it Blend? The iPhone edition SOCIAL MEDIA MARKETING
Social media ideas to get you started: Will it Blend? http://www.youtube.com/v/qg1ckCkm8YI&hl=nl&fs=1 SOCIAL MEDIA MARKETING Viral video 6 million views within a week on YouTube Over 13.000 ‘votes’ Almost 6000 comments Sales increased by 500 percent
Get management involved and informed, continuously Split online marketing budget into a flexible Direct response budget and a Branding budget Improve (cross-media) web analytics / ROI calculations Optimize landing pages and goal conversion funnels Gain inhouse knowledge of important online media Be patient: there’s more than direct response Now get out there and socialize! CONCLUSIONS
END
Wolter Tjeenk Willink Mark Tijssen Managing Director Sales Consultant Traffic Builders B.V. Schoutstraat 63 1315 EW Almere, NL Tel. +31(0)36 53 742 41 More about search engine marketing: www.traffic-builders.com HOW TO CONTACT US?

More Related Content

The Future Of Digital Marketing, Search & Social Marketing

  • 1.  
  • 2. Digital Marketing The Future of Wolter Tjeenk Willink
  • 4. Wolter Tjeenk Willink, founder of Traffic Builders B.V. Full service search engine marketing agency Search engine advertising (SEA) Search engine optimization (SEO) Conversion optimization (web analytics, usability) Outsourcing services Consultancy / Training Detaching / Aiding inhouse SEM teams WHAT WE DO...
  • 5. Search engine optimization for your excisting website or online shop Aid you in concepting and the SEO-proof development your new site Update your website frequently with SEO optimized content Setup and manage your PPC campaigns in Adwords, Yahoo, MSN Create low-cost, high-impact branding with Google’s site targetting Optimize landing page performance through A/B or multivariate tests Increasing online conversion rates through advanced web analytics Tooling and advise on how to track cross-channel ROI contribution Etc. OUR SERVICE TO YOU MIGHT INCLUDE
  • 7. IN THIS PRESENTATION… Marketing challenges Today’s statement Online marketing trends, facts & figures Integrated online marketing strategies for B2C and B2B Social media marketing Search marketing Key take aways
  • 8. Some of the challenges in marketing we face today: Selecting the right media channels/marketing instruments Making optimal use of those marketing instruments Integrating channels for synergy and consistency Tracking accountability of your marketing spendings Dealing with short-term ROI focused management Budgetting MARKETING CHALLENGES
  • 9. Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation. STATEMENT FOR TODAY
  • 10. ONLINE MARKETING FACTS & FIGURES
  • 11. Internet is the second largest medium Gaming outranks reading the newspaper in age 20-50 INTERNET VERSUS OTHER MEDIA Source: SPOT, June’08
  • 12. Time spend online has doubled in just 2 years! INTERNET VERSUS OTHER MEDIA Source: SPOT, June’08 Age group 20 to 65 years
  • 13. Approx. 11 million internet users in NL 90% of those use broadband (cable/DSL) INTERNET USAGE BY CONNECTION Source: CBS
  • 14. Increased use of laptops: 44% in 2007 Increased use of mobile devices: 21% in 2007 INTERNET USAGE BY DEVICE Source: CBS
  • 15. 95% of the users communicate online through chat, forums, e-mail, etc. INTERNET USAGE BY ACTIVITY Source: CBS
  • 16. 95% uses search engines regularly Over 30% of internet users use Social Media INTERNET USAGE BY ACTIVITY (2) Source: CBS
  • 17. In 2007, approx. 70% of all users bought online, of which 60% within a period of 12 months USE OF ONLINE SHOPPING Source: CBS
  • 18. Travel, software/hardware and clothing remain popular TYPE OF PURCHASE BY CATEGORY Source: CBS
  • 19. Online sales expected to reach 4.8 billion euro ONLINE SPENDINGS Source: Thuiswinkel.org
  • 20. 30% of Dutch internet users use social media: Chat sites, like MSN Forums, like Tros Radar or Vara’s Kassa (popular Dutch consumer forums) Social network sites, like LinkedIn and Hyves Bookmark sites like , Reddit, NuJij and eKudos.nl Blogs varying from “Marco’s recipe site” to RSS distributors like Feedburner Mini-Blog applications like Twitter RISE OF SOCIAL MEDIA
  • 21. Your target audience expects you to “socialize” (1): 60% of US internet users use social media 93% of those users expect companies to have social media presence 85% believes companies must interact using social media 56% feel a stronger connection and better served WHY ENGAGE IN SOCIAL MEDIA Source: Cone Business 2008
  • 22. Your target audience expects you to “socialize” (2): 43% believes companies should use social networks to solve consumer problems 41% feels companies should solicit feedback on their products and services: enabling co-creation 37% wants companies innovate in brand interaction online 25% even says companies should market to consumers WHY ENGAGE IN SOCIAL MEDIA? Source: Cone Business 2008
  • 23. Social media in The Netherlands 2008 SOCIAL MEDIA USAGE IN NL Source: Ruigrok | Netpanel 2008
  • 24. The majority of your target audience is online, searching for information, interacting with your brand, through multiple channels like search and social media, buying your products and services online, or offline... But how do we respond in terms of marketing? TEMPORARY FINDINGS
  • 25. We’re shifting budget from outdoor and print to online MEDIA BUDGET ALLOCATION 2008 Source: IAB
  • 26. Whilst internet consumes 28% of our media attention... ...online marketing is still at a 19,1% budget share(?) MEDIA BUDGET ALLOCATION 2008 Source: IAB
  • 27. 50% was spent on Search (9.6% of overall budget) 25% was spent on display advertising (4,8% of overall) ONLINE MEDIA BUDGET ALLOCATION Source: IAB
  • 28. We are shifting more budget to online. We are following the crowd, thus: We have to share the same inventory with more advertisers while the user attention span gets shorter ... ...and online marketing gets more expensive We are still pushing instead of pulling or interacting New online marketing methods are adopted slowly Let’s look at some example cases TEMPORARY FINDINGS
  • 29. EXAMPLE CASE 1: THE LONG TAIL Total search volume Number of unique search phrases Low High High High number of competitors and direct conversions per search phrase at high costs per conversion The Long Tail in search engine marketing Low number of competitors and direct conversions per search phrase, but high long-term ROI contribution and low cost per conversion
  • 30. EXAMPLE CASE 1: THE LONG TAIL Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage “ Mortgage quote” “ Buying a house” “ Having a baby” “ Carp fishing tips” “ Bicycle routes”
  • 31. EXAMPLE CASE 1: THE LONG TAIL We should also be here (branding, long-term) Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage We are here (transactional, short-term)
  • 32. EXAMPLE CASE 2: TRACKING ROI Online advertisers Offline sales & cross-media Track effect of Search on offline conversions, ROI contribution within online cross-media strategies, etc. Branding & Customer Lifetime Value Track online/offline cross-media contribution to branding and ROI Online direct response / ROI Track views, clicks, CTR%, whitepaper downloads, online sales, etc. Direct reponse within the same user session or max. 30-day period.
  • 33. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Direct response in Search Engine Marketing accounts for just 17% of total sales! Also: 30% of all internet users delete 1 st and 3 rd party cookies regularly!
  • 34. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Calculating real conversion worth per euro based on attribution of Latent sales , Cookie deletion correction and offline sales . Tracked conversion worth Real conversion worth
  • 36. Long term (2 – 5 years) Mobile marketing for ROI Behavioral targeting (still a bridge too far for most of us) Do use Mobile Search for branding purposes and keeping up with mobile use in your branch. RECOMMENDATIONS
  • 37. Short term (1 – 2 years) Invest in inhouse knowledge of Search and other online marketing channels that are vital for you Create a separate online marketing department or job Create a multi-disciplinary task force consisting of IT, online, offline, PR and management . Get them involved ; make them part of the process . RECOMMENDATIONS
  • 38. Short term (1 – 2 years) Seriously invest in web analytics: increase conversion % Split marketing budget into ROI-driven and Branding ROI-driven budget should be flexible if possible Take into account Latent ROI, Cookie deletion, Offline i/a Invest in content-based marketing, especially in B2B Share knowledge, not just information Invest in social media in 2009: be out there RECOMMENDATIONS
  • 39. Need for an long-term, integrated/holistic approach to: Search Organic Paid Social media marketing Affiliate marketing Display advertising And offline marketing ONLINE STRATEGIES FOR 2009
  • 40. Understand where search engines are moving into: Personalized search experience Social search Universal search Contextual brand mentioning Other trends include: Mobile search Automated text translation Voice based search / voice to text SEO STRATEGIES FOR 2009
  • 41. Personalized search User preferred content ranks higher Behavioral targeting of search results SEO STRATEGIES FOR 2009 Step 1 Step 2 Step 3
  • 42. Social search Social bookmark sites gain importance How does this affect your website, knowing: Sites sharing knowledge will gain popularity over sites with information? Sites that offer brand experience will gain popularity over product sites? SEO STRATEGIES FOR 2009
  • 43. Universal search Search results now include: blogs, video, RSS feeds, podcasts, images, books, shopping, maps, scholar, etc. How does this affect your website, knowing: Your site probably has little non-product/service related content? And it’s probably not likely that fresh content will be added any time soon? SEO STRATEGIES FOR 2009
  • 44. Contextual brand mentioning will influence organic rankings Google is able to track where and in which context your brand or company name is mentioned Google also knows yourdomain.com is the most relevant for “YourCompanyName” 1 + 1 = 3. How does this affect your company, knowing: Your PR department does not take into account blogs, portals and other online authorities in your branch? Let alone SEO? Nobody bothers to “socialize” online, responding to blogs SEO STRATEGIES FOR 2009
  • 45. Due to Google’s improved Quality Score invest in: Broadening your search phrases (in numbers) Make use of different keyword match types like [exact] Optimize your landing page: to improve textual relevance to decrease bounce rates and ultimately increase conversion rates SEA STRATEGIES FOR 2009
  • 46. Think of Google’s network when considering branding Improved content network for contextual ads Reasearch indicates a 50% rise in brand awareness/association Largest network of site owners/publishers in The Netherlands for low-cost, high-impact display advertising, video advertising, etc. Exposure on YouTube SEA STRATEGIES FOR 2009
  • 47. Social media examples to help you get started Business to business: Actively engage in blogs or start your own, publish articles and have users ‘Digg’ them or add your RSS feed, publish video content Basically: share your knowledge, interact, pull , don’t push Financial: Start a blog to answer consumer questions, enable user ratings for assurance agencies (coming soon), etc. SOCIAL MEDIA MARKETING
  • 48. Social media ideas to get you started Travel: Have users rate accommodations, write reviews, recommend activities nearby, share their holiday pictures, give them the opportunity to send an holiday eCard with their own photo, etc. Provide an environment to enforce and prolong the holiday experience. Consumer Electronics: My personal favorite: Will it Blend? The iPhone edition SOCIAL MEDIA MARKETING
  • 49. Social media ideas to get you started: Will it Blend? http://www.youtube.com/v/qg1ckCkm8YI&hl=nl&fs=1 SOCIAL MEDIA MARKETING Viral video 6 million views within a week on YouTube Over 13.000 ‘votes’ Almost 6000 comments Sales increased by 500 percent
  • 50. Get management involved and informed, continuously Split online marketing budget into a flexible Direct response budget and a Branding budget Improve (cross-media) web analytics / ROI calculations Optimize landing pages and goal conversion funnels Gain inhouse knowledge of important online media Be patient: there’s more than direct response Now get out there and socialize! CONCLUSIONS
  • 51. END
  • 52. Wolter Tjeenk Willink Mark Tijssen Managing Director Sales Consultant Traffic Builders B.V. Schoutstraat 63 1315 EW Almere, NL Tel. +31(0)36 53 742 41 More about search engine marketing: www.traffic-builders.com HOW TO CONTACT US?