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Webcast - How To Achieve Continuous Growth In A Flat Market

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The webcast is about a new approach to your online marketing that will enable you to achieve continuous growth even in this recessionary environment.

Most marketers are seeing some common trends and changes in their costomers' behaviors: longer buying cycles, higher cost per lead using search marketing, more comparison shopping, etc. All this led to showed and unpredictable business growth, and an urgent need for new online mix that can address the changed customer buying process.

Publié dans : Business, Technologie
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Webcast - How To Achieve Continuous Growth In A Flat Market

  1. 1. Rajiv Parikh, CEO, Position 2 , Inc [email_address] 800-725-5507 www.Position2.com
  2. 4. Need Search Consider Buy 12 months ago
  3. 5. Need Search Consider Buy Today
  4. 6. How do you keep your customer engaged at every touchpoint of the buying process?
  5. 7. An approach that maximizes customer response through a data-driven understanding of online behavior that predicts intent and drives action through a dynamic combination of search and social media marketing . Surround & Intent Marketing
  6. 8. Surround & Intent Marketing Solutions to Common Marketing Challenges in Online Brand Management & Customer Acquisition
  7. 9. <ul><li>24x7 brand reputation tracking and management system </li></ul>Brand Defender TM <ul><li>Manages customer interactions across multiple online channels </li></ul>Brand Touchpoint Manager TM <ul><li>Optimizes press releases for maximum ROI and coverage </li></ul>PR Maximizer TM <ul><li>39-point diagnostic website audit for search & marketing effectiveness </li></ul>Website Calibrator TM
  8. 10. <ul><li>Leads from search & display channels optimized for price, volume & quality </li></ul>Performance Leads TM <ul><li>Leads from social & display channels optimized for price, volume & quality </li></ul>Social Leads TM <ul><li>Calibrates online acquisition parameters for new programs </li></ul>Trial Calibrator TM <ul><li>Optimizes & tracks your website for organic leads or lead-driven goals </li></ul>Organic Rank Optimizer TM
  9. 11. <ul><li>Brands masked, and data indexed </li></ul><ul><li>All examples during 2008 & 2009 </li></ul><ul><li>Laptop manufacturer </li></ul><ul><li>Online travel/vacation service </li></ul><ul><li>Financial services </li></ul><ul><li>B2B marketing services & software provider </li></ul>
  10. 12. <ul><li>Our client: a leading brand in the laptop/notebooks market </li></ul><ul><li>Crowded market with no/low brand differentiation </li></ul><ul><li>Diminishing returns from search marketing </li></ul><ul><li>Customers seeking ‘brand assurance’ from other non-commercial channels </li></ul>
  11. 13. <ul><li>For both individual as well as business buyers, we conducted research to </li></ul><ul><ul><li>Understand keywords used in search/evaluation </li></ul></ul><ul><ul><li>Understand sites visited when considering a purchase </li></ul></ul>
  12. 14. <ul><li>12 key laptop/technology review sites </li></ul><ul><li>Social networking – Twitter, Orkut, YouTube, Facebook </li></ul><ul><li>Custom Facebook application </li></ul><ul><li>Two sets of keywords for business & consumer segments </li></ul><ul><li>Keywords aligned around new product features </li></ul><ul><li>Creative/messaging developed around these venues, with separate bidding strategies </li></ul><ul><li>Primarily focused around consumer segment </li></ul><ul><li>Integrated Facebook and online video with a viral seeding effort </li></ul>Brand Touchpoint Manager Performance Leads Social Leads
  13. 15. Web Traffic: +19% Leads: +74% Social Media share of voice: +236% Costs: -39%
  14. 16. <ul><li>Our client: a large travel operator who had launched a new online service </li></ul><ul><li>Late entrant, unknown online brand, competing against giants in a crowded market </li></ul><ul><li>Key issues </li></ul><ul><ul><li>Need to build brand presence </li></ul></ul><ul><ul><li>Negative publicity as a result of a previous promotion </li></ul></ul><ul><ul><li>Expensive search marketing as result of massive overbids by competitors </li></ul></ul>
  15. 17. <ul><li>Mapped purchase cycle to keywords & costs over a statistically significant period </li></ul><ul><li>High-performance keywords generated unprofitable leads </li></ul><ul><li>No feedback mechanism in their marketing-communications strategy </li></ul><ul><ul><li>Search results & blogs were filled with negative results </li></ul></ul>
  16. 18. <ul><li>Rapid-response system was set up to </li></ul><ul><ul><ul><li>(a) deal with negative comments in real time, and </li></ul></ul></ul><ul><ul><ul><li>(b) highlight positive comments </li></ul></ul></ul><ul><li>Focused budgets on a newly generated set of keywords associated with higher value conversion probability </li></ul><ul><li>Re-architected site based on high margin contributors </li></ul>Brand Defender Performance Leads Website Calibrator
  17. 19. Direct Web Traffic: +164% Leads: +368% Cost per lead: -62% SE Web Traffic: +750%
  18. 20. <ul><li>Our client: a consumer finance firm that specializes in debt consolidation and restructuring delivered solely as an online service. </li></ul><ul><li>Competition from large banks & financial institutions with a retail presence and existing customer relationships </li></ul><ul><li>Exploding CPLs, and rapid sales cycle (2 weeks) </li></ul><ul><li>Role for customer acquisition: </li></ul><ul><ul><li>build trust </li></ul></ul><ul><ul><li>create a dialog </li></ul></ul><ul><ul><li>start a new relationship. </li></ul></ul>
  19. 21. <ul><li>Negative comments lead to almost instant disqualification from the considered set </li></ul><ul><li>Massive reliance on trusted review sites – with direct impact on the sales cycle </li></ul><ul><li>Lots of unqualified ‘tire-kickers’ also in the market – and needed to be identified early in the process </li></ul>
  20. 22. <ul><li>Strategically addressed negative comments posted by competitors </li></ul><ul><li>Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers </li></ul><ul><li>Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels </li></ul><ul><li>Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile. </li></ul>Brand Defender PR Maximizer Performance Leads Brand Touchpoint Manager
  21. 23. Web Traffic: +136% Share of voice: +380% Cost per lead: -14% Press mentions: +262%
  22. 24. <ul><li>Clutter of brands </li></ul><ul><li>No perceived or real differentiation </li></ul><ul><li>No presence in critical “objective” touchpoints </li></ul><ul><li>Unable to drive cost-effective leads </li></ul>
  23. 25. <ul><li>Buyers, especially in this segment, seek education and practical solutions - not just branding and awareness </li></ul><ul><li>Active users of social media sites </li></ul><ul><li>Multiple stakeholders in the buying process </li></ul><ul><li>New model developed for forecasting lead-to-customer cycle </li></ul>
  24. 26. <ul><li>Launched campaigns across email, newsletters, banner, CPA, search, sponsorships </li></ul><ul><li>On and off-site optimization for 10 golden keywords </li></ul><ul><li>Engaged with top review and whitepaper sites for product review </li></ul>Trial Calibrator Organic Rank Optimizer Brand Touchpoint Manager
  25. 27. Web Traffic: +244% Leads: +621% Cost per lead: -74%
  26. 28. <ul><li>Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process </li></ul><ul><li>Improves the overall productivity of your online marketing </li></ul>
  27. 29. <ul><li>US Toll-Free: +1 (800) 725-5507 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.Position2.com </li></ul>