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SEARCH AUDITOR
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DISTRIBUTION IS QUEEN
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WHERE IS QUEEN?WHERE IS QUEEN?
● Changes in industry
● Distribution model
● Risk factors
● Costs
● Outbound
● Inbound
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CHANGES IN INDUSTRYCHANGES IN INDUSTRY
● GROWING B2B, B2C MARKETS
● LESS TIME ON SINGLE WEBSITE
● BOUNCE RATE INCREASE
● INFORMATION OVERFLOW
● GOOGLE PUSH ORGANIC DOWN
● INCREASING COSTS
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DISTRIBUTION MODELDISTRIBUTION MODEL
● LONG TAIL IN DISTRIBUTION
● MARKETING AUTOMATION
● PERSONALISATION IN ADS
● MICROTARGETING
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COSTSCOSTS
● AVERAGE CAC CAN GO OVER $1000
OUTBOUND
● creation and display
INBOUND
● creation (Articles, Infographics, Ebooks, etc)
● distribution
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PPC COSTSPPC COSTS
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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/
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GUEST POST COSTSGUEST POST COSTS
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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/
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SOLUTIONSOLUTION
QUEEN DECIDE WHAT THE KING DOES
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SMART TARGETINGSMART TARGETING
Targeting on micro level
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Source: The Future Of Political Campaigns, Cambridge Analytica https://www.youtube.com/watch?v=lBgHrn-TrD8
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WHY PERSONALIZED?WHY PERSONALIZED?
● LOW COSTS OF DISTRIBUTION● LOW COSTS OF CONTENT● HIGH ACCURACY● HIGH ENGAGEMENT● HIGH CONVERSION
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PERSONALIZED INBOUNDPERSONALIZED INBOUND
QUEEN DECIDE WHAT THE KING DOES
Source: Typical family model based on photo from Daily Express
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BUYER PERSONABUYER PERSONA
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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/
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PERSONA-CONTENT MATCHPERSONA-CONTENT MATCH
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DEMODEMO
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