Why spend money on SEO/Inbound Marketing?

The impact of the web / mobile:

• APPLE ITUNES - Songs sold on iTunes up 1,169,900% from 2003 - Songs sold on CD's down 60% (source Apple, Nielsen soundscan). Songs sold 11.7 billion vs. 2.8 billion on CD's.

• AMAZON - Amazon sales up 808% from 1999, 14.9 billion vs. Borders (Borders filed for bankruptcy 2/11). Borders sales, 2.8 billion. (source Bloomberg)

• TEXTS vs. MAIL - Cell phone text messages up 1,200,243% from 2000, 1.9 trillion. USPS mail volume down 19%, 170 billion. Projected loss fiscal year 2011, USPS is $6 billion. (source: US Postal Service, Informia)

These days are over.

ABC CBSNBC FOXBET VH1MTV HBOShowtime WBCNN ESPNHSN CartoonComedy Central BravoPBS ionjtv USANick TV landLifetime FoodDiscovery HistoryDIY HGTVE! StyleA&E bioSyfy Weoxygen amcTCM TNTtbs SPEEDG4 FEULNFL CMTSPIKE TOONTLC Animal PlanetScience NASATravel SOAPChurch AngelReelz starzhdnet epixGolf PPV

1300 Channels and Declining Views.

Online TV viewing on upward trajectory…which means viewers CHOOSE programming

40% of U.S. Households Own a DVR

86% Skip the Ads

Advertising is Unwanted

• More people are unsubscribing or sending email to junk folders

• 200 Million Adults are on the federal “Do Not Call” list (2/3 of all adults)

• 44% of direct mail is never opened

FTC 7/2010, The Guardian 8/2010, EPA.gov 11/2010

How people spend their time now:

Three Fourths of All Adults Are Online

• There are 164 million adult internet users in the U.S. and growing

• One third of adults spend more than 3 hours online every day (two thirds spend over an hour)

• 87% use search engines (for product research 78%, to get news 75%, to buy products 66%, for social networking 61%, for “how to” information 59%)

Pew Research 5/2010, The Media Audit 10/2010

Source: Forrester’s Interactive Advertising Models (US Only)

Projected->

>> It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few…<<

M. Lawrence LightFormer CMO McDonalds

Rethinking Marketing

Inbound Marketing• SEO/SEM• Blogging• Social Media• RSS• Free Tools/Trials• Viral Videos

Hubspot 2011

Outbound Marketing• Telemarketing• Direct Mail• Email Blasts• Print Ads• TV/Radio Ads• Trade Shows

Interruption Permission

Search Engine Use

• 34,000 searches are performed on Google every second

• 57% of internet users search the web every single day

• 46% of all daily searches are for information on products and services

• 21% of shoppers used a search engine yesterday

• 20% are for LOCAL businessesSearch Engine Land 2/2010, Marketshare.hitslink.com 10/2010, SRI 10/2010, Pew Research 9/2010, Google 4/2010

“Google is the new Yellow Pages.”

Hubspot 2011

“Ranking high on search engines is no longer optional, it’s critical.”

• 70% of the search results clicked on are organic, not paid

• 60% of these organic clicks only on the TOP 3 search results

• 75% of searchers never scroll past the first page

Hubspot 2011, Marketingsherpa 2/2007

Google results: Top 3 organic.Where people look is where they click.

is now the second largest search engine

Over 2,000,000,000 views PER DAY,double all network watching combined

Stat Source: sites.google.com/a/pressatgoogle.com/youtube5year

Number one search is:

“How To ___(your question here)__?”

And, take note, people love to watch videos about how to do things.

Social networking is #1 online activity...

…two years ago, it was Email!

Break it down by hour

Consumers AreMarketing To Consumers

• Blogs• Social

Media• Word of

Mouth• Review

Sites

From Jay Feitlinger, and AgencySide 2011 -- Image Source: michellebentham.files.wordpress.com

Because everyonenow has a voice…

Image Source: freakingnews

And they’re talking about you anyway!

(140,000,000 Tweets per day)

700 Million and Growing

Fastest growing demographic in Facebook: 35+ yrs old

78% of people trust recommendations of other

consumers.

While only 14% of people trust advertisements

Nielsen “Truth in Advertising” Research

TVComputer/

Laptop

Out of Home

Mobile/ Tablet

Car

/N

avig

atio

n

Gaming

As SEO marketers, we have to think outside the box (the PC that is)

By Q3 2011, half of all mobile phones will be smartphones.By Q3 2011, half of all mobile phones will be smartphones.

Nielsen, 2010Nielsen, 2010

There are 85 million mobile internet users.There are 85 million mobile internet users.

eMarketer, 2010eMarketer, 2010

By 2013, there will be more mobile internet users than desktop internet users.

By 2013, there will be more mobile internet users than desktop internet users.

Morgan Stanley, April 2010Morgan Stanley, April 2010

Over half the people who own a smartphone use it to help them shop.

Over half the people who own a smartphone use it to help them shop.

iModerate and Chadwick Martin Bailey, January 2011iModerate and Chadwick Martin Bailey, January 2011

By 2013, 50% of web traffic will come through mobile devices (IDC).

Daily usage of mobile email increased 40% from Nov 09-10 (ComScore)

91% of mobile users consume social media on their device; 71% of desktop users (Ruder Finn)

Mobile commerce will equate for well over 10% of purchases by 2015. (ABI Research)

69% Use Mobile ForResearch While Shopping

53% of Facebook Users Play Games

Source: Lightspeed Research 9/2010

And the average player isn’t a 13 yr. old boy, it’s 42 yr. old woman!

American Express offers Facebook game credits as rewards

1-800Flowers offers Facebook game credits as “coupon”

Internet Popularity Contest – How Do You Win?

Optimize everything to dominate a search

Keywords are Key

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@PelAbbott

Contact Pel: 602.314.3477 www.VerticalMeasures.com