staying competitive in 2010
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STAYING COMPETITIVE IN 2010
Seeing your brand through the eyes of a search engine
ADVOCACYAFFINITYAWARENESS
Enga
gem
ent
Volume &Brand Control
Participation
Effort & Cost Low Effort & Cost High
Visits
Impressi
ons
Time on Si
te
Purchase
Comments
Ratings
Bookmarks
Blog Post
Upload
Involvement Interaction Influence Intimacy
Paul’s Tip: Create a framework to measure engagement
INTEGRATED DIGITAL MARKETING:STAYING COMPETITIVE IN 2010
• 2009: the year that was…
• To be competitive in 2010:
1. Integrate your marketing 2. Flex and adapt to change3. Try one new thing
PRESENTATION GOALS
2009:THE YEAR THAT WAS...
A LANDMARK FOR DIGITAL...
% Share of total Ad Revenues, H1 2009Source: Internet Advertising Bureau / PricewaterhouseCoopers
“INTERNET” ACCOUNTS FOR 24% OF £7.46bn REVENUE
Total advertisingexpenditure
£7.46bn
“INTERNET” ACCOUNTS FOR 24% OF £7.46bn REVENUE
PAID SEARCH COMPRISES 63% of £1.75bn ‘ONLINE’
% Share of total ‘Online’ Revenues, H1 2009Source: Internet Advertising Bureau / PricewaterhouseCoopers
SEARCH CONTINUES PATTERN OF GROWTH
Overall spend on Search (£m)Source: Internet Advertising Bureau / PricewaterhouseCoopers
January 23rd
FebruaryMarchJune, 1st July, 29th AugustSeptemberOct 22nd, AMOct 22nd, PM OctoberOctoberNovemberNovember
Britain enters recessionTwitter begins assault on public consciousnessMatt Cutts confirms ‘Vince’ updateMicrosoft launches BingMicrosoft announces partnership with YahooGoogle’s ‘Caffeine’ in testingGoogle Wave gets underway in betaMicrosoft announces Twitter partnershipGoogle announces Twitter partnershipWindows 7 releasedBeta release of Google Social Search Google give public debut of Chrome OSAdmob bought by Google for $750m (it’s 3rd largest acquisition)
http://news.bbc.co.uk/1/hi/uk/8310716.stm
http://money.cnn.com/2009/07/29/technology/microsoft_yahoo/index.htm?postversion=2009072908
http://www.techcrunch.com/2009/11/26/why-google-wave-sucks/
http://www.guardian.co.uk/business/2009/jan/24/recession-britain
http://www.techcrunch.com/2009/11/19/chrome-os-event/
http://www.youtube.com/watch?v=LMfWPWUh5uU&feature=player_embedded
http://googlewebmastercentral.blogspot.com/2009/08/help-test-some-next-generation.html
http://googlesystem.blogspot.com/2009/11/google-buys-admob.html
http://googleblog.blogspot.com/2009/10/introducing-google-social-search-i.html
2009 TIMELINE OF DIGITAL LANDSCAPE
JANUARY: BRITAIN ENTERS A RECESSION
FEBRUARY: TWITTER BEGINS REAL PUBLIC GROWTH
MARCH: MATT CUTTS CONFIRMS VINCE UPDATE
JUNE: MICROSOFT LAUNCHES BING IN THE UK
JULY: MICROSOFT ANNOUNCES PARTNERSHIP WITH YAHOO!
AUGUST: GOOGLE LAUNCHES CAFFEINE UPDATE IN SANDBOX FOR FEEDBACK
SEPTEMBER: GOOGLE WAVE UNDERWAY IN BETA
OCTOBER: BING & GOOGLE ANNOUNCE TWITTER PARTNERSHIPS
OCTOBER: WINDOWS 7 WAS RELEASED
OCTOBER: BETA RELEASE OF GOOGLE SOCIAL SEARCH
NOVEMBER: GOOGLE GIVES PUBLIC DEBUT OF CHROME OS
NOVEMBER: ADMOB BOUGHT BY GOOGLE
GOOGLE STILL LEADING THE CHARGE IN SEARCH
Source: HitWise November 2009
97.14%
The Times They Are a-Changin‘...
1. SCALE, FLUX AND COMPLEXITY
2. HELLO, I’M HERE!ATTENTION DEFICIT DISORDER
CONSUMERS:
Increasingly sophisticated
Informed decision-making
Empowered to choose
+
+
+
• Increasing pace of technological change
• Everything is connected
• Data is incomplete, change is continuous
• Paradox of information overload creating uncertainty
DIGITAL MARKETING REPRESENTS A PARADIGM SHIFT
3. TECHNOLOGICAL CHANGE & FRAGMENTATION
STAY COMPETITIVE IN 2010...
1. INTEGRATE YOUR MARKETING
THINKING IN SILOS IS NOT THE ANSWER
SEO
PPC
SOCIAL
DISPLAY
E-Commerce
Customer Service
Marketing
IT
SEO
DISPLAY
MARKETING
PPC
SOCIAL
E-COMMERCE
TIMERESOURCES
BUDGETSTARGETS
A TUG OF WAR IS NOT THE BESTWAY TO AN OPTIMUM OUTCOME
http://www.merriam-webster.com
SYNERGY: MAKING PPC AND SEO WORK TOGETHER FOR ENHANCED BENEFIT
THE BUILDING BLOCKS OF SUCCESS
SHARED OBJECTIVES
UNIFIED REPORTING
CROSS-POLLINATE YOUR CREATIVE
COMBINE SEO AND PPC TO MAXIMISE VISIBILITY
COMBINE TACTICS TO PLUG VISIBILITY GAPS
UTILISING DATA TO DRIVE PRECISION
COORDINATE LANDING PAGE DEVELOPMENT
Traffic Uplift or Traffic Cannibalisation?
Competition
Search term
Product category
Ranking position
Brand
DOES YOUR HALO FIT?
STAY COMPETITIVE IN 2010...
2. FLEX AND ADAPT TO CHANGE
1. INTEGRATE YOUR MARKETING
REAL TIME MARKETING
FIRST MOVER ADVANTAGE
HAVE A SAFETY NET FOR THE UNEXPECTED…
HARNESS NEW DEVELOPMENTS
STAY COMPETITIVE IN 2010...
3. TRY ONE NEW THING
1. INTEGRATE YOUR MARKETING
2. FLEX AND ADAPT TO CHANGE
RE-ASSEMBLE YOUR (ATTRIBUTION) MODEL
MOBILE MARKET MATURING
ADVANCED TARGETING OF 300m+ USERS
Country
City or Town
Age
Gender
Interests
Activities
MusicBooks
TV Shows
Education
School
College
Relationship
Workplace
Page
Group
Languages
Birthdays
Time
Connections
• > 300M active users
THE POWER OF MOVIES
THANK YOUDoug Platts, Head of Natural Search +44 (0) 1273 827 770Doug.Platts@icrossing.co.uk
Some images in this presentation were kindly supplied courtesy of Flickr and its users
Tom Jones, Head of Media+44 (0) 20 7821 2295 Tom.Jones@icrossing.co.uk
www.iCrossing.co.ukhttp://connect.icrossing.co.ukwww.twitter.com/icrossing_uk
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