Digital marketing is the future according to Wolter Tjeenk Willink of Traffic Builders B.V. He discusses how online marketing trends are shifting budgets from offline to online channels like search and social media. He recommends taking a long-term, integrated approach to online marketing across channels rather than focusing only on short-term ROI. Companies should also engage with customers through social media and get other departments involved in online marketing efforts.

2. Digital Marketing The Future of Wolter Tjeenk Willink

3. INTRODUCTION

6. TODAY’S AGENDA

10. ONLINE MARKETING FACTS & FIGURES

29. EXAMPLE CASE 1: THE LONG TAIL Total search volume Number of unique search phrases Low High High High number of competitors and direct conversions per search phrase at high costs per conversion The Long Tail in search engine marketing Low number of competitors and direct conversions per search phrase, but high long-term ROI contribution and low cost per conversion

30. EXAMPLE CASE 1: THE LONG TAIL Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage “ Mortgage quote” “ Buying a house” “ Having a baby” “ Carp fishing tips” “ Bicycle routes”

31. EXAMPLE CASE 1: THE LONG TAIL We should also be here (branding, long-term) Motivation Longevity of buying motive Occasional Life style Permanent need Occasional need Temporary need Life Stage We are here (transactional, short-term)

32. EXAMPLE CASE 2: TRACKING ROI Online advertisers Offline sales & cross-media Track effect of Search on offline conversions, ROI contribution within online cross-media strategies, etc. Branding & Customer Lifetime Value Track online/offline cross-media contribution to branding and ROI Online direct response / ROI Track views, clicks, CTR%, whitepaper downloads, online sales, etc. Direct reponse within the same user session or max. 30-day period.

33. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Direct response in Search Engine Marketing accounts for just 17% of total sales! Also: 30% of all internet users delete 1 st and 3 rd party cookies regularly!

34. EXAMPLE CASE 2: TRACKING ROI comScore study 2007 Calculating real conversion worth per euro based on attribution of Latent sales , Cookie deletion correction and offline sales . Tracked conversion worth Real conversion worth

35. INTEGRATED ONLINE MARKETING STRATEGIES

51. END