Effectively Managing Online Marketing Programs
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![Thank you for attending this Aquent sponsored webcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-2-2048.jpg?cb=1669307203)
![Driving Leads is the High Priority in Marketing ,[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-4-2048.jpg?cb=1669307203)
![Organic Search – The New Old Thing ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-5-2048.jpg?cb=1669307203)
![Major Issues Facing Advertisers ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-7-2048.jpg?cb=1669307203)
![Three Options for Managing Search Programs ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-8-2048.jpg?cb=1669307203)
![1. Agency Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-10-2048.jpg?cb=1669307203)
![2. In House Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-11-2048.jpg?cb=1669307203)
![3. Build-Operate-Transfer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-12-2048.jpg?cb=1669307203)
![B-O-T Examples ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-13-2048.jpg?cb=1669307203)
![In-house and BOT Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-14-2048.jpg?cb=1669307203)
![Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-16-2048.jpg?cb=1669307203)
![What should a in-house resource do? ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-17-2048.jpg?cb=1669307203)
![Key Roles: SEM Manager ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-18-2048.jpg?cb=1669307203)
![High-level requirements for a successful centralized supply model ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-19-2048.jpg?cb=1669307203)
![Key Activities ,[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-20-2048.jpg?cb=1669307203)
![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Developing & Measuring Successful SEM Program](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-21-2048.jpg?cb=1669307203)
![[object Object],[object Object],[object Object],[object Object],[object Object],Optimizing & Reviewing Program Results](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-22-2048.jpg?cb=1669307203)
![SEM Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-23-2048.jpg?cb=1669307203)
![[object Object],[object Object],[object Object],[object Object],[object Object],SEM Best Practices, cont.](https://image.slidesharecdn.com/managesemshare-091029102615-phpapp01/75/effectively-managing-online-marketing-programs-24-2048.jpg?cb=1669307203)
Effectively Managing Online Marketing Programs
Search marketing continues to grow in importance as an advertising channel for businesses of all kinds. Even during the past 12 months, as the Great Recession has taken its toll on other advertising channels – from display to TV, and most decidedly to print – search advertising has continued to grow. As the paid search advertising market has grown and matured, the cost of entry for new players has increased, and for those who have been doing search for some time, the cost of being successful and driving optimal results from paid search continues to go up. The sophistication of the market requires constant investment. Advertisers have several choices as to how they choose to deal with building and maintaining their programs, each with different pros and cons: • Hire a search agency – according to Forrester Research, approximately 52% of companies elect to leverage agencies to do their paid search work, with that percentage increasing as more money is spent • Manage in-house – this is most common in retail and travel, as well as with small and mid-sized firms • Build-Operate-Transfer (BOT) – a hybrid model by which advertisers begin with an agency, with the intention of managing risk until the program can be brought in-house in order to manage costs more effectively The webcast will go through each model, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.
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Effectively Managing Online Marketing Programs
- 3. Effectively Managing Online Marketing Programs Presented by: Craig Macdonald & Eric Waldinger |
- 6. Search Continues to be Lead Interactive Media Channel
- 9. Majority of Firms (54%) Outsource To Agencies – Stand Alone Software Represents 21% of Market
- 15. Bid System Vendor Evaluation CONFIDENTIAL, Covario, Inc. DO NOT DISTRIBUTE
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- Aquent is the global marketing and design staffing company. Aquent is organized in practices based on specialization in marketing, online marketing, interactive design and graphic design, to make the best matches. Aquent has talent ready to address the complex challenges of today’s marketing organizations. Contact an agent today at aquent.com to find great work opportunities or specialized talent for your next marketing project.
- This data is from emarketer. Interview with senior marketing folks Lead gen is huge due to the economy. Pulling back from straight branding campaigns and focusing on conversion. SEO is very effective in making this happen.
- SEO is the preferred tactic of marketers.
- I would talk through this by saying that there are key barriers to getting SEO off the ground. The points are apparent in the slide. Use P&G as an example. Lots of brands, and no way they can pay $100K per site to maintain SEO for this. Need a scalable solution!
- I would talk through this by saying that there are key barriers to getting SEO off the ground. The points are apparent in the slide. Use P&G as an example. Lots of brands, and no way they can pay $100K per site to maintain SEO for this. Need a scalable solution!
- Future Traffic = (1.8 – 2.8 clicks for each results x # of searchers = XX clicks for every 100 searches)