ntegrated Search, Social and Display for Ecommerce Sites Throughout 2012, the leading rally cry amongst digital marketers has been "Integrate or die on the vine!" Ecommerce sites are in a natural position to make integration work for them, since their marketing strategies focus on driving qualified and conversion-oriented traffic through a number of channels, including paid, owned, and earned media online, as well as offline promotions. Search engines are evolving and users are becoming more sophisticated, requiring an ongoing commitment to staying current and ensuring the brand and product messaging is consistent and capable of driving performance. This panel of digital marketing and Ecommerce practitioners will bring conference delegates through a variety of ways to integrate across paid search and display efforts along with organic search and social media. The panelists will also answer questions posed by the audience, specific to certain problems or the results they have shared.

1. Chicago
|
November
12–16
Integrated Search,
Social and Display
for Ecommerce
Sites
Lisa
Raehsler
Big
Click
Co
Found/
SEM
Strategy
Consultant

2. Chicago
|
November
12–16,
2012
|
#SESCHI
Today
• Why
Integrated
markeEng?
• Shopping
behavior
trends
• Examples
of
integraEion
@LisaRocksSEM

3. Chicago
|
November
12–16,
2012
|
#SESCHI
MulCple
Consumer
Paths
• Selling
has
become
more
complicated:
Search,
Social,
Display
• Shopping
behavior
has
changed
• Integrated
markeEng
using
online
markeEng
plaMorms
and
channels
to
support
a
markeEng
goal
@LisaRocksSEM

4. Chicago
|
November
12–16,
2012
|
#SESCHI
MulC-­‐Device
Owners
Plan
To
Purchase
Online
Across
Devices
• Shoppers
are
presented
more
opprintuniEes,
adverEsers
have
more
challenges
@LisaRocksSEM

5. Chicago
|
November
12–16,
2012
|
#SESCHI
Qualified
Conversion
Oriented
Traffic
Will
Come
From
A
Variety
Of
Sources
• There
are
opportuniEes
to
integrate
these
channels
to
opEmize
conversions
@LisaRocksSEM
• Search
results
• LocaEons
/
maps
• Product
lisEngs
/shopping
• Display
Search
• Smartphones
/
Tablets
• LocaEons
/
maps
• Shopping
Apps
• Display
Mobile
• G+
• FacebooK
• TwiYer
• YouTube
• Pinterest
Social

6. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
channels:
All
+
Social
• Broadcast
to
all
social
channels
@LisaRocksSEM
Promo

7. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
channels:
Search
+
Social
• Google
Adwords
and
Google+
• Link
Google+
page
to
website
and
link
Adwords
to
Google+
page
@LisaRocksSEM

8. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
channels:
Display
+
Social
• RetargeEng
ideas:
• Target
site
visitors
from
social
networks
to
join
your
Facebook
page.
• Build
PPC
search
campaigns
around
“last
minute
gi_s”
with
special
landing
pages.
Target
visits
to
these
landing
pages
with
gi_
ideas.
• Use
the
abandoned
shopping
cart
technique
combined
with
a
sweet
offer
like
30%
off
to
complete.
• Test
different
offer
types:
%
off,
$
off,
free
shipping
etc
and
tag
unique
LPs
with
similar
offers
@LisaRocksSEM

9. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
Channels:
Search
+
Display
+
Social
• RetargeEng
on
YouTube
• Cross-­‐PlaMorm
RetargeEng-­‐
collect
users
YouTube
• Target
people
across
the
Google
Display
Network
who
watched
a
certain
video
on
YouTube
or
subscribed
to
your
YouTube
channel.
• If
someone
visited
your
site
already,
checked
out
a
certain
category,
or
even
a
certain
product,
you
can
target
that
person
as
they
browse
YouTube.
@LisaRocksSEM

10. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
channels:
Mobile
&
Local
• 4
in
5
mobile/tablet
owners
will
use
the
devices
to
aid
in
holiday
shopping
• 1in3
mobile
searches
are
local
• Websites
we
can
expect
to
see
research
in
product
reviews
or
features.
• Users
consuming
content
are
farther
from
the
conversion,
so
focus
efforts
at
the
boYom
of
the
funnel.
• Make
mobile
ads
acEonable
with
ad
extensions
@LisaRocksSEM

11. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
Channels:
Apps
+
Shopping
• Cross promote
apps from website
• Promote apps in
Adwords

12. Chicago
|
November
12–16,
2012
|
#SESCHI
IntegraCng
channels:
Social
@LisaRocksSEM

13. Chicago
|
November
12–16,
2012
|
#SESCHI
Integration with
Facebook

14. Chicago
|
November
12–16,
2012
|
#SESCHI
Integration with
Twitter

15. Chicago
|
November
12–16,
2012
|
#SESCHI
Missed
opportunity?

16. Chicago
|
November
12–16,
2012
|
#SESCHI
Missed
opportunity?

17. Chicago
|
November
12–16,
2012
|
#SESCHI
Top
Tips
1 Capture Consumer Demand: 54% of consumers will start holiday
shopping before Black Friday
2 Make Sure Your Brand is Top of Mind: 46% of consumers plan to
spend more time shopping around for gifts this year because of the
economy
3 Open Attribution Window: While consumers are researching early,
31% plan to do the majority of their holiday shopping in early/mid
December
4 Capture undecided holiday shoppers with search: 37% of consumers
say search is their go-to source for gift ideas, and 51% plan to
research online but buy in-store
5 Implement full coverage for mobile and tablet: 4 in 5 mobile/tablet
owners will use their device for holiday shopping, and mobile users
continue searching after Christmas
1 Be consistent across channels
2 Integrate channels + platforms
3 Look for opportunities to promote
@LisaRocksSEM