网络营销发展趋势

TheLatestTrendsinInternetMarketing2007PanelistIntroductions•AndyKing,founder,WebsiteOptimization&author“SpeedUpYourSite”•DanielO'Neil,Alchemist&LeadAnalyst,PureVisibility•AbbeyBeardslee,SalePlanner,MySpace.com/FOXInteractiveSearchEngineMarketingTrends-TheShifttoSEOAndyKingwebsiteoptimization.comSEMtonearlydoubleby2011•••••WhymoreSEM?AdvertisingbudgetsshiftingtoNetPPCpricesrising(Googleauto-pilot)MoremeasurablemetricsTV,radio,newspapers,yellowpagesdownMorecompaniesenteringthemarketShiftfromofflinetoonlinemarketingShiftfromTraditionaltoNewMediaShiftfromPPCtoSEO•PPC/SEOfrom2.4to1.1from2007to2012•PPCcostsrising–~6times$1+keywordsinJan.2007vs.Jan.2006–AveCPKrose33%eachmonthinQ12006–AveCPCrose55%/monthJan.2006toJan.2007DoubleClick,“DoubleClickPerformics50–SearchTrendReportQ12007,”(NewYork:DoubleClickInc.,June2007),1,(Nov.17,2007).PPCCostsRisingOverTime“DoubleClickPerformics,“Q12007SearchTrendsReport,”(DoubleClick,2007),2.•••••HowtoboostROI?MakeadspendmoreefficientOptimizePPCcampaignsLongtermSEOequaltoPPC(trend)OptimizeeverythingwithwebmetricsOptimizeconversionrates–Websiteoptimizer(Google)–A/B/Csplittesting–Test,try,andretestSearchROIvs.OtherTacticsMeasuringMetrics•43%ofmarketersdon’t/can’taccuratelymeasureROIfromSEO(Jupitermedia,2007)•Only6-15%ofcompaniesarefullyintegrated(eMarketer,2007)•Basicmetricsmostused(traffic,impressions)WebMetricsIntegration••••••MeasuringSEMFirmsAmountofWebTraffic(58%)Totalsales(50%)ROIfromsearchmarketing(49%)Searchengineranking(48%)Numberofclicks(43%)Returnonadvertisingspend(42%)JupiterResearchSEMExecutiveSurvey,2/07MeasuringMetaTagUsageMetatagtrends•Keywords(34.2%)description(31.8%)usedmost•Title,metadataTitle,Subject,andDescriptionfieldsmostimportantforSEOrankings•7.4%useDublincore,lesseffectiveforSEO•Only1.7%usemetadataTitle,yetimpactsSEOZhang,J.,andI.Jastram,“AstudyofthemetadatacreationbehaviorofdifferentusergroupsontheInternet,”InformationProcessingandManagement42(2006):1099–1122.Zhang,J.,andA.Dimitroff,“Theimpactofwebpagecontentcharacteristicsonthewebpagevisibilityinsearchengineresults(PartI),”InformationProcessing&Management41(2005):665–690.Zhang,J.,andA.Dimitroff,“Theimpactofmetadataimplementationonthewebpagevisibilityinsearchengineresults(PartII),”InformationProcessing&Management41(2005):691–715.SearchQueryTrendsBogatin,D.,“Yahoo:‘Searchesmoresophisticatedandspecific,’”(SanFrancisco:CNETNetworks,Inc.,May18,2006).=27(July17,2007).Pasca,M.,“OrganizingandSearchingtheWorldWideWebofFacts-StepTwo:HarnessingtheWisdomoftheCrowds,”(Banff,Alberta,Canada,May8–12,2007):101-110.Googlestatistics.Oneupweb,“HowKeywordLengthAffectsConversionRates,”(Oneupweb,2005).(accessedJune15,2007).•••••••HowtoboostSEOrankings?FullyoptimizeTitletags(upto3keywords)BuildbacklinksbabyBuildPageRank(see#2)UseWeb2.0/SocialMediaFreshkeyword-optimizedcontentStayoutofGoogle“sandbox”Longertoreachtoprankings6-12monthsSpreadofnewsinBlogistan•Takesabout1weekfortheaveragestorytopeakinlinksinthe“blogistan”•Stagedreleasemaybemoreeffective•BlogsandRSSfeedsarepowerfulforbacklinks•PressreleasesguaranteelinksCohen,E.,andB.Krishnamurthy,“AshortwalkintheBlogistan,”ComputerNetworks50(2006):615–630.•••••••SEMResourcesMarketingSherpa.com-researchfirmSEMPO.org-SEMindustryprofessionalseMetrics.org-marketingconferencesFutureNowInc.com-conversionrateoptimizationSEOMoz.org-rankingfactorssurveySearchEngineLand.com-DannySullivanWebsiteOptimization.com/presentationsMetricsfortheMasses-Howimprovedmetricswillredefinewhatwesellandhowwesellit!DanielO’NeilPureVisibilityInc.MetricsandMarketinghavebeenuneasybedfellows“Iknowhalfofmyadvertisingiswasted;Ijustdon’tknowwhichhalf.”--JohnWannamaker,ca1910“Thetimehascomewhenadvertisinginsomehandshasreachedthestatusofscience.”--ClaudeHopkins,192385yearslater...•••MarketMeasurementhasgrownexplosivelythankstoGoogleAnalyticsAfreetoolthatallowsdetailedtrafficprofilesatalevelofqualitysecondonlytohigh-costproductslikeOmniture’sSiteCatalystorWebTrendsBusiness-orienteddata,notgeek-orienteddataCanbeusedtotomakenon-intrusiveinquiriesintoyourclientsandvisitors’needs.•––––•Theshort-termtrend:analyticswillbeascommonasOutlookTermsthatarebecomingmoreandmorecommon:–ROICostperLeadCostperConversionSalesFunnelconsiderations“Stickiness”Webmarketersthatdon’tpromisemetrics--andtheabilitytoexplainmetrics--willnotdoaswellasthosewhodo.0-1Thelong-termtrend:Analyticswillbeusedtocreatesustained,detaileduserprofilesCompanyProductLineBusinessModelKnowledgeofCustomerPreferenceDegreeofCustomerFeedbackNumberofCustomeractionscapturedLengthofTransactionalhistoryBooks,someMedia(Deep)BrickandMortarCommodityPurchaseLowLowVeryLowDVDMedia,someMovieDownloads(Deep)OnlineSubscriptionServiceHighHighHighongoing,changesdailyandweeklyConsumerGoods(Broad,Deep)OnlineCommodityPurchaseHighMediumMedium-Highperlogin/purchaseorbrowseHowwillthebusinessmodelchange?•Increasinglycommoditi