2015 Annual Mee-ng
Search Marketing Trends, Forecasts & Application for Life Sciences
Rachael Zahn
@RachaelZahn | ZOGDigital.com | RachaelZahn.com
2015 Annual Mee-ng
Trends - Mobile Leads, Quality Improves
Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.
2015 Annual Mee-ng
Trends - Content to Query Alignment
Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.
2015 Annual Mee-ng
Trends – Buying Journey Support
“The Scientific Buying Journey” Source: Persuading Scientists, Marketing to the World’s Most Skeptical Audience, Hamid Ghanadan, 2012.
• Recognition (Beginning) > Leadership Content • Brand Awareness, Sales Support
• Exploration (Middle) > Education Content • Brand Insurance, Sales Support
• Evaluation (End) > Persuasion Content • Lead Generation, Sales Support
2015 Annual Mee-ng
Trends – Pre-Lead Journey Support
“The Customer Journey” customized for Large Business & Industrial Companies, US. Source: Google Think Insights, 2015.
Generic Paid Search Branded Paid Search Organic Search
2015 Annual Mee-ng “Micro-Moments” Source: Google, https://www.thinkwithgoogle.com/micromoments/, 2015.
2015 Annual Mee-ng
Forecast – Digital Marketing Spend
Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.
2015 Annual Mee-ng
Forecast – Search Marketing Spend
Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.
2015 Annual Mee-ng
Forecast – Keyword Revenue Tool ©
• Measure & Value Search Market Share & Growth • Forecast Revenue or Lead Count / EVA • Keyword-Level Insights • Competitive Intel
Keyword ROI Calculator + Active Optimization
+ Forrester Validation = Predictable Results
Existing
Growth
All
2015 Annual Mee-ng
Application – Content-Centric Approach
• Foundation for All Marketing Channels • Enterprise-Wide Content Support • Supports Buying Journey / Micro-Moments
2015 Annual Mee-ng
Application – Active Optimization™
• Setup Performance Analytics & Goals • Content Refresh & Distribution
• On-Page SEO • Link Building SEO • Refined Paid Search & Landing Pages • Web Support
• Continual Monitoring
2015 Annual Mee-ng “The Periodic Table of Success Factors” Source: Search Engine Land, http://selnd.com/seotable, 2015.
2015 Annual Mee-ng
Application – Enhanced Reporting
• Search Market Share • Organic Search Rank (PAR/PCR) • Link Profile & Referral Traffic • Paid Search Performance • Site & Content Performance • Competitor KPI Performance