The Basics The Basics of Online of Online

MarketingMarketingUnit 1:

OverviewSearch

Recommendation EnginesFebruary, 2009

The buyer’s lens:The buyer’s lens:I’m looking for something:I’m looking for something:

Who’s Out There to Meet My Need?Who’s Out There to Meet My Need?

The buyer’s lens:The buyer’s lens:What do others like me think of this What do others like me think of this

company, product, experience?company, product, experience?

The buyer’s lens:The buyer’s lens:The online world is transparent: Shall I trust The online world is transparent: Shall I trust

this person? How well are they known? this person? How well are they known?

The Seller’s Lens:The Seller’s Lens:How can I communicate the value of How can I communicate the value of

my offer?my offer?

Old Way:

•Static•High Cost/ High Waste•Low Control•Difficult to Measure•Be big to look big •Multimedia limited to large budgets•Global reach limited to large budgets

New Way:

•Flexible•Low Cost•Low Friction•Measurable•Multimedia for all•Global reach for all•Time intensive

The Seller’s Lens:The Seller’s Lens:How can I find potential customers? How can I find potential customers?

OR

That’s what Search Engines do, and one reason Google is

worth a gazillion $ Search fundamentally changes marketing- no longer

demographics/guess-o-graphics- if the terms are detailed enough

You can now speak to an interested party at the moment of need and awareness (when they type in that keyword)

Search Marketing Focus:

What if I could know, right now, who was looking for my service- in Sonoma? In California? Around the World?

A Way to frame the online worldA Way to frame the online world

Discovery: Finding, Being FoundDiscovery: Finding, Being Found

Connection: Interacting, AcceleratingConnection: Interacting, Accelerating

Presence: Stories, Values, VoicePresence: Stories, Values, Voice

Some online marketing differences serve you, some complicate your life!

+-Reach is global and 24/7+-Flexible, but rapidly changing+-Not controllable-- Demanding….competitive risk+-Accountability to every customer experience+-Democratizing……No sense of scale behind the work

6 Steps to Great Search Marketing6 Steps to Great Search Marketing

Example: Example:

Examples of EngagementExamples of Engagement

Demo of Google BackendDemo of Google Backend

Demo of Yelp Backend Demo of Yelp Backend

The basics:•Your clear position and value•At least a simple presence (site, blog), optimized to be found•Pertinent Recommendation engine, with testimonials•Social Network/Connecting with your “True Fans”