trends in online marketing
DESCRIPTION
Presentation to the 2014 NEPCA Winter ConferenceTRANSCRIPT
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Trends in Online Marketing
January 28th, 201415th Annual Winter ConferencePresented by: James Basbas & Tony Matos
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A little about Altos…
• Located in Bedford, NH• 11 years in business• Degreed designers, developers, writers &
marketing professionals on staff• Over 150 clients• Broad portfolio of work• Manage over $250,000 in online advertising
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A few of our clients…
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Where are we going today?
• Online Marketing Trends• Email Marketing• Search Engine Marketing• Mobile
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• Qualified, interested customer
• Customer is in a “buy” mode
• Targeting
• Reporting
• Ability to Test/Modify
Vs. Traditional Advertising
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Search Advertising
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Display Advertising
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Search• Target users while actively searching• Highly targeted• Geographically targeted
Display• Visual advertising• Demographically targeted
Search vs. Display
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AdWords
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Why Google?
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Who advertises on Google?
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Building a targeted campaign
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1. Keyword Analysis
2. Focused Landing Pages
3. Develop Advertising text/images
4. Monitor Campaigns, adjusting bid amounts,
keywords, ads to obtain maximum effectiveness
5. Optimize, Optimize, Optimize
Key Steps
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Adwords Reporting
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/ =
$1,500 750/ $2=
The value of a click…
TotalCost
Total Clicks
Cost Per Click
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/ =
$1,500 75/ $20=
The value of a conversion…
TotalCost
Total Conversion
Cost Per Conversion
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Mobile
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Mobile Ad Spending
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Benefits
• Segment your list and target customers• Learn from your customers• Stay top of mind• Drive Sales• Build Loyalty• Metrics
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Metrics
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Search Engine Optimization
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1. Online advertising is growing.
2. Customers are looking for you online.
3. Tools are available to help those customers find
you.
4. Online advertising = targeted & cost effective.
5. Online advertising = piece of your marketing plan.
5 Key Take-aways
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Thank Youview presentation: AltosMarketing.com/nepca