网络营销发展趋势

1、The Latest Trends inInternet Marketing 2007Panelist Introductions Andy King, founder, Website Optimization& author “Speed Up Your Site Daniel ONeil, Alchemist & Lead Analyst,Pure Visibility Abbey Beardslee, Sale Planner,MySpace/FOX InteractiveSearch Engine MarketingTrends - The Shift to SEOAndy King

2、websiteoptimizationSEM to nearly double by 2021Why more SEM?Advertising budgets shifting to NetPPC prices rising (Google auto-pilot)More measurable metricsTV, radio, newspapers, yellow pages downMore companies entering the marketShift from offline to online marketingShift from Traditional to New Med

3、iaShift from PPC to SEO PPC/SEO from 2.4 to 1.1 from 2007 to 2021 PPC costs rising 6 times $1+ keywords in Jan. 2007 vs. Jan.2006 Ave CPK rose 33% each month in Q1 2006 Ave CPC rose 55%/month Jan. 2006 to Jan. 2007DoubleClick, “DoubleClick Performics 50 Search Trend Report Q1 2007,(New York: DoubleC

4、lick Inc., June 2007), 1, doubleclick/insight/research(Nov. 17, 2007).PPC Costs Rising Over Time“DoubleClick Performics, “Q1 2007 Search Trends Report, (DoubleClick, 2007), 2.doubleclick/insight/pdfs/DoubleclickPerformics50_Q1_2007.pdf.How to boost ROI?Make ad spend more efficientOptimize PPC campai

5、gnsLong term SEO equal to PPC (trend)Optimize everything with web metricsOptimize conversion rates Web site optimizer (Google) A/B/C split testing Test, try, and retestSearch ROI vs. Other TacticsMeasuring Metrics 43% of marketers dont/cant accuratelymeasure ROI from SEO (Jupitermedia, 2007) Only 6-

6、15% of companies are fullyintegrated (eMarketer, 2007) Basic metrics most used (traffic,impressions)Web Metrics IntegrationMeasuring SEM FirmsAmount of Web Traffic (58%)Total sales (50%)ROI from search marketing (49%)Search engine ranking (48%)Number of clicks (43%)Return on advertising spend (42%)J

7、upiter Research SEM Executive Survey, 2/07Measuring Meta Tag UsageMeta tag trends Keywords (34.2%) description (31.8%)used most Title, metadata Title, Subject, and Descriptionfields most important for SEO rankings 7.4% use Dublin core, less effective for SEO Only 1.7% use metadata Title, yet impacts

8、 SEOZhang, J., and I. Jastram, “A study of the metadata creation behavior of different user groups on the Internet, InformationProcessing and Management 42 (2006): 10991122.Zhang, J., and A. Dimitroff, “The impact of webpage content characteristics on the webpage visibility in search engine results(

9、Part I), Information Processing & Management 41 (2005): 665690.Zhang, J., and A. Dimitroff, “The impact of metadata implementation on the webpage visibility in search engine results(Part II), Information Processing & Management 41 (2005): 691715.Search Query TrendsBogatin, D., “Yahoo: Searches more

10、sophisticated and specific, (San Francisco: CNET Networks, Inc., May 18, 2006).blogs.zdnet/micro-markets/index.php?p=27 (July 17, 2007).Pasca, M., “Organizing and Searching the World Wide Web of Facts - Step Two: Harnessing the Wisdom of the Crowds, WWW 2007,(Banff, Alberta, Canada, May 812, 2007):

11、101-110. Google statistics.Oneupweb, “How Keyword Length Affects Conversion Rates, (Oneupweb, 2005). (accessed June 15, 2007).How to boost SEO rankings?Fully optimize Title tags (up to 3 keywords)Build backlinks babyBuild PageRank (see #2)Use Web 2.0/Social MediaFresh keyword-optimized contentStay o

12、ut of Google “sandboxLonger to reach top rankings 6 - 12 monthsSpread of news in Blogistan Takes about 1 week for the averagestory to peak in links in the “blogistan Staged release may be more effective Blogs and RSS feeds are powerful forbacklinks Press releases guarantee linksCohen, E., and B. Kri

13、shnamurthy, “A short walk in theBlogistan, Computer Networks 50 (2006): 615630.SEM ResourcesMarketingSherpa - research firmSEMPO.org - SEM industry professionalseM - marketing conferencesFutureNowInc -conversion rate optimizationSEOM - ranking factors surveySearchEngineLand - Danny SullivanWebsiteOp

14、timization/presentationsMetrics for the Masses -How improved metrics will redefinewhat we sell and how we sell it!Daniel ONeilPure Visibility Inc.Metrics and Marketing havebeen uneasy bedfellows“I know half of my advertising is wasted; I justdont know which half.- John Wannamaker, ca 1910“The time h

15、as come when advertising in somehands has reached the status of science.- Claude Hopkins, 192385 years later.Market Measurement has grownexplosively thanks to Google AnalyticsA free tool that allows detailed traffic profilesat a level of quality second only to high-costproducts like Omnitures SiteCa

16、talyst orWebTrendsBusiness-oriented data, not geek-oriented dataCan be used to to make non-intrusive inquiriesinto your clients and visitors needs.The short-term trend: analyticswill be as common as OutlookTerms that are becoming more and more common:ROICost per LeadCost per ConversionSales Funnel c

17、onsiderations“StickinessWeb marketers that dont promise metrics - andthe ability to explain metrics - will not do as wellas those who do.0-1The long-term trend: Analytics will be usedto create sustained, detailed user profilesCompanyProduct LineBusiness ModelKnowledge of CustomerPreferenceDegree of

18、CustomerFeedbackNumber of Customeractions capturedLength of TransactionalhistoryBooks, some Media(Deep)Brick and MortarCommodity PurchaseLowLowVery LowDVD Media, some MovieDownloads (Deep)Online SubscriptionServiceHighHighHighongoing, changes dailyand weeklyConsumer Goods(Broad, Deep)Online Commodit

19、yPurchaseHighMediumMedium - Highper login/purchase orbrowseHow will the business model change? Increasingly commodities become monetized throughservices. The Amazon and Netflix web properties are servicesthat contribute to the sale of commodities.- Amazons customer retention in 2002 was 60%;in 2004

20、it was 78%. Increase in measurable “Micropurchase business models Subscriptions and Serials Tracked sampling offerings and price-reduced to get data Attribute bundling (enrich what a product is by addingreviews, friend recommendation, etc.)These ideas are not new, butthey have been slow to grow.Netf

21、lix model has been mature since about 2003;Amazons model continues to evolve, but reachedNetflix standard around 2005-2006. Then theysurpassed it!Traditional merchandising companies have been slowto catch up because in order to make it work, ameasurable, superior SERVICE has to be the core goalof an

22、y website.It doesnt have to be “High Tech, but the vision hasto be clearly defined and supported by theorganization-The Ann Arbor District Library gets it, but Target doesnt!Resources and linkspurevisibility/program.htmlanalytics.googleCompeting on Analytics: The New Science of Winning.Davenport, Th

23、omas H.; Harris, Jeanne G.Branding and Positioning Be Something No One Else IsAbbey Beardslee, Sale Planner,MySpace/FOX InteractiveWhat Is MySpace?OUR CORE VALUEPROPOSITION:MySpace is the mosteffective platform toreach the youth market,offering unparalleledreach and compositionamong trend-settingyou

24、ng adults.How Weve GrownIn just 3 years, MySpace hasachieved portal-sized reach 71 MILLION MONTHLY USERSWeve become the premierdestination for young adults 26 MILLION 18-34 YEAR OLDSWeve developed the highestcomposition of 18-34 year oldsof all broad reach sites 37% COMPOSITIONWe provide both scale

25、and coverageof the trend-setting young adultaudienceSource: comScore Media Metrix, June 2007, USMySpace is Home for Social Networking UsersSOCIAL NETWORKINGSTARTS HERE 68.4 million monthly users 82% of members are 18+ 38% reach of the US online population 45.2 billion page views per month 14.2 billi

26、on total minutes per month Average of 207.3 minutes per user per month 58% of Social Networking market share 24.8 average visits per visitor 43% reach against all adults 18-34 37% reach against HH Income 75k+* Duplication between Social Networking sites not shownSource: comScore Media Metrix, US dat

27、a August 200762% of the Facebookaudience visits MySpace68,392,00060% of the YouTubeaudience visits MySpace58% of the LinkedInaudience visits MySpaceThe Most Efficient Way ToReach 18-34 Year Olds OnlineREACH, COMPOSITION AND CONSUMPTION AMONG 18-34 YEAR OLDSREACHUnique Visitors (000)HIGH-REACH, LOW C

28、OMPHIGH-REACH, HIGH COMPSize of bubbleindicates pageviews (MM)LOW REACH, LOW COMPLOW REACH, HIGH COMPCOMPOSITIONPercent.PeopleImpactedPer$100,000Spent0The Momentum Effect In Action:Smart Media + Brand Community = MomentumMYSPACE MEDIA AND MOMENTUM DRIVES6-15X THE IMPACT OF OTHER ONLINE MEDIAMySpace

29、Campaign: EA Burnout Band Slam 2350,000300,000250,000200,000150,000100,00050,000Results: Momentum-Driven ROI*Definitely Will Purchase/Extraordinary15X6X EA launched an international band competition topromote a video game releaseOnline AdvertisingMySpace Advertisingplus Momentum Effect Winning bands

30、 music is featured in Burn Out Gameplus a Virgin Record Label The brand community encouraged viral pass-alongby allowing users to forward content to friends Standard media was also utilized to drive contestawareness and traffic to communitySource: 1NEF study, April 2007, commissioned by MySpace, Isobar and CaratMomentum EffectAdvertising Effect* Close to 7,000 contest submissions!MySpace Media Is Smart And EffectiveMYSPACE MEDIA BENEFITS: High-reachThe most efficient wayto reach 18-34 year olds online High