In this Aquent-sponsored AMA Webcast, Eric Waldinger, Aquent’s Online Marketing Practice Leader provides an overview of Aquent and the AMA’s recent Hiring Trends Survey, detail the benefits of bringing your digital marketing department in-house, specifies how this department should be structured and managed, and explains how all of this will save your company time and money.

1. Theseslidesarefrom the
01/27/09Webcast:
BringingOnline
MarketingIn-House

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3. Bringing Online Marketing In-House
Eric Waldinger
Online Marketing Practice Leader
Aquent

4. Agenda
• Results of the Aquent/AMA Survey
• Industry Overview & Trends
• Benefits of Bringing Online Marketing In-House
• Components of an In-House Team
• A Typical Digital Campaign
• SEM Campaign Requirements
• Where Do You Start?

5. Aquent/AMA Survey Themes
• Continued shift to online ad spending
• Move to reduce reliance on agencies
• Increased pressure to demonstrate ROI

6. Aquent/AMA Survey: Data Points
• Interactive marketing and online engagement ranked as key strategic
concentration (30.1%) for companies with declining revenues
• Second most important area of strategic concentration (30.8%) for
companies that grew in 2008
• Only 30.4% of planned full-time interactive management hires were
completed in 2008
• 27% of respondents said they were looking to short-term and
contract employees to fill the skills gap

7. Epsilon 2009 Q1 Spending Trends

8. State of the Online Marketing Business
• $32.5 billion predicted online advertising spending in 2009
(eMarketer)
• 20% growth rate expected over the next two years
(eMarketer)
• $850 million predicted in video ad spending
(eMarketer)
• SEM & online display makes up $20 billion of interactive marketing spend
(Forrester Research, Inc.)

9. Benefits of Bringing Online Marketing In-house
• Cost Savings
• $15,000 per every $100,000 spent
• Maximize spending during peak times
• Negotiate lower terms directly
• Increased Operational Effectiveness
• Up to 50% increase in digital effectiveness
• Leverage peak buying times
• Realize e-commerce returns directly
• Control of Digital Brand
• Ensure correct ad placement
• Save on “brand terms”
• Unified brand message across all digital media

10. Components of In-House Team
• SEM and display advertising are largest segments of spend
• Key positions:
• SEM Managers
• Online Marketing Managers
• Secondary positions:
• Email Marketing Managers
• Affiliate Marketing Managers
• Analytics Managers
• Social Networking Managers
• Integrated Account Managers

11. SEM Manager
• Promote websites by increasing search engine visibility
• Manage day-to-day search marketing efforts - keyword bidding, copy,
& optimization
• Manage & execute operations across various media
• Develop & sustain relationships with advertising partners
• Report & analyze advertising performance on a monthly basis
• Prepare & monitor annual advertising budget
• Propose new advertising ideas

12. Online Marketing Manager
• Manage online advertising campaigns
• Develop and execute theme-based, high-profile marketing
• Test and evaluate performance of online marketing efforts
• Identify and evaluate new tactics and marketing channels, including
blogs, social media sites, and other targeted venues

13. A Typical Digital Campaign
• Establish business goal
• Devise success metrics
• Identify keywords and target sites
• Develop landing page strategy
• Run campaign
• A/B test and refine campaign

14. What Does an SEM Campaign Require?
• Management buy-in
• Digital banner/ display assets
• Tracking tools
• Process

15. Where Do You Start?
• Start small
• Measure, test, and evaluate
• Add campaigns as resources allow
• Add staff to support larger campaigns

16. Questions?
Thank you for your time!
For more questions, please contact me
Eric Waldinger
Online Marketing Practice Leader
Aquent
ewaldinger@aquent.com