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 Copyright by Debra Zahay 2013
Search = Branding =
Strategy
Dr. Debra Zahay @zahay
Full Professor of Marketing at Aurora ...
 Copyright by Debra Zahay 2013
Agenda
• Who am I?
• What is digital marketing?
• The changing face of branding/purchasing...
 Copyright by Debra Zahay 2013
I followed my questions to
Academia
Information
Systems
Sales/Marketing
/Databases
IMC &
M...
 Copyright by Debra Zahay 2013
Over 700 Article Citations
Co-Author: Leading Intern Textbook
 Copyright by Debra Zahay 2013
Editor: Journal of Research in
Interactive Marketing
 Copyright by Debra Zahay 2013
Co-Author: Leading Internet
Marketing Textbook
 Copyright by Debra Zahay 2013
Forthcoming: Business
Experts Press, Digital
Marketing Management
 Copyright by Debra Zahay 2013
Forthcoming:
Zahay, Roberts
 Copyright by Debra Zahay 2013
Also Forthcoming …..
Spiller and Zahay, Eds.
 Copyright by Debra Zahay 2013
Teaching Portfolio
• Undergraduate Digital Marketing Minor
• Internet Marketing (Stukent S...
 Copyright by Debra Zahay 2013
Figure 1.2
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=...
 Copyright by Debra Zahay 2013
Digital marketing can be
defined as:
Using any digital technology to
facilitate the market...
 Copyright by Debra Zahay 2013
Digital Marketing is
the Responsibility of
the Executive Suite
 Copyright by Debra Zahay 2013
Set objectives for cross-
channels
Web
Objectives
Email
Search
Social
Mobile
 Copyright by Debra Zahay 2013
How the simulation mirrors
reality
Web
Objectives
Email
Paid
Search
Organic
Search
 Copyright by Debra Zahay 2013
The Customer Lifecycle supports our
mission (Thanks Dr. Charlotte Mason)
Attract & Acquire...
 Copyright by Debra Zahay 2013
Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Ranking...
 Copyright by Debra Zahay 2013
To succeed in search
marketing, your brand,
your products and your
company must be
known.
 Copyright by Debra Zahay 2013
You must also have a
point of difference that
can be conveyed easily.
 Copyright by Debra Zahay 2013
The Buying Process Begins
with Search
• 78% of buyers of B2B products begin process via a ...
 Copyright by Debra Zahay 2013
Problem /
Need
Awareness Consideration Purchase
Post
Purchase
Experience
Loyalty / Re-
pur...
 Copyright by Debra Zahay 2013
The New Purchase Process
Contact
Salesperson/Go
online
Compare
Vendors
Conduct
Research
 Copyright by Debra Zahay 2013
Age of ConsumerEmpowerment
• Much of the buying process takes place before the
first inter...
 Copyright by Debra Zahay 2013
“Influence of Online Research Over Purchase
Decisions Expanding Beyond Big Ticket Items”
-...
 Copyright by Debra Zahay 2013
The Sales Funnel Has Changed
 Copyright by Debra Zahay 2013
Search = Strategy
=Branding
 Copyright by Debra Zahay 2013
To THE TARGET MARKET, Our
Company Name is the
PRODUCT CATEGORY that
POINT OF DIFFRENCE
 Copyright by Debra Zahay 2013
Practical Tips
• Develop a list of what makes your company unique.
• Write down how you de...
 Copyright by Debra Zahay 2013
Example
• We have the largest selection of Android tablet computers.
• We wish to attract ...
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
New Example
• New Point of Difference: Our site can help compare tablets.
• Broad Objectiv...
 Copyright by Debra Zahay 2013
A Word about Email
• Still widely used
• The unsung engine of Internet Marketing
• How we ...
 Copyright by Debra Zahay 2013
Summary
• Digital marketing means using digital technology to
create engagement.
• Custome...
 Copyright by Debra Zahay 2013
Questions?
 Copyright by Debra Zahay 2013
Contact information
• Dr. Debra Zahay-Blatz
• http://www.zahay.com
• dzahayblatz@aurora.ed...
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How To Use Online Search To Build Your Brand

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Dr. Debra Zahay Blatz shares her knowledge of growing brands using online search.

What you will learn:
- The customer life cycle.
- Practical branding tips.
- How consumers are purchasing products today.
- Different objectives your website should meet.

Plus much more!

Publicada em: Marketing
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How To Use Online Search To Build Your Brand

  1. 1.  Copyright by Debra Zahay 2013 Search = Branding = Strategy Dr. Debra Zahay @zahay Full Professor of Marketing at Aurora University and President, Zahay, Inc. Stukent Webinar Series
  2. 2.  Copyright by Debra Zahay 2013 Agenda • Who am I? • What is digital marketing? • The changing face of branding/purchasing is changing. • How the simulation reflects reality. • A Practical Blueprint for Keyword Strategies to implement your company strategy.
  3. 3.  Copyright by Debra Zahay 2013 I followed my questions to Academia Information Systems Sales/Marketing /Databases IMC & More Databases ???? Ph.D.
  4. 4.  Copyright by Debra Zahay 2013 Over 700 Article Citations Co-Author: Leading Intern Textbook
  5. 5.  Copyright by Debra Zahay 2013 Editor: Journal of Research in Interactive Marketing
  6. 6.  Copyright by Debra Zahay 2013 Co-Author: Leading Internet Marketing Textbook
  7. 7.  Copyright by Debra Zahay 2013 Forthcoming: Business Experts Press, Digital Marketing Management
  8. 8.  Copyright by Debra Zahay 2013 Forthcoming: Zahay, Roberts
  9. 9.  Copyright by Debra Zahay 2013 Also Forthcoming ….. Spiller and Zahay, Eds.
  10. 10.  Copyright by Debra Zahay 2013 Teaching Portfolio • Undergraduate Digital Marketing Minor • Internet Marketing (Stukent SIM), Adwords • Social Media Marketing, Hootsuite, Google analytics • IMC • Graduate Master of Science in Digital Marketing and Analytics • Digital Marketing (Stukent SIM) • Database Marketing and Analytics (SPSS/Modeler) • Data Mining and Visualization (SPSS/Tableau)
  11. 11.  Copyright by Debra Zahay 2013 Figure 1.2 Beyond? Digital=Engagement Interactive=Conversation Internet=Technology Direct=Customer Response
  12. 12.  Copyright by Debra Zahay 2013 Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement
  13. 13.  Copyright by Debra Zahay 2013 Digital Marketing is the Responsibility of the Executive Suite
  14. 14.  Copyright by Debra Zahay 2013 Set objectives for cross- channels Web Objectives Email Search Social Mobile
  15. 15.  Copyright by Debra Zahay 2013 How the simulation mirrors reality Web Objectives Email Paid Search Organic Search
  16. 16.  Copyright by Debra Zahay 2013 The Customer Lifecycle supports our mission (Thanks Dr. Charlotte Mason) Attract & Acquire: Search, Website, Social Media Retain & Engage: Campaign management, CRM Systems, Email, Customer Experience Target Market Prospect Responder Responder New Customer Voluntary Leaver Forced Leaver? Former Customer Winback PotentialCustomers High Potential High Value Low Value Retained or repeat customer Lead nurturing, Demand generation
  17. 17.  Copyright by Debra Zahay 2013 Brand Image Brand Story Brand Awareness Brand Recognition Brand Equity High Search Rankings Search and Branding are Interwoven
  18. 18.  Copyright by Debra Zahay 2013 To succeed in search marketing, your brand, your products and your company must be known.
  19. 19.  Copyright by Debra Zahay 2013 You must also have a point of difference that can be conveyed easily.
  20. 20.  Copyright by Debra Zahay 2013 The Buying Process Begins with Search • 78% of buyers of B2B products begin process via a search engine • 93% of consumers begin their process with search • Good web design aids search
  21. 21.  Copyright by Debra Zahay 2013 Problem / Need Awareness Consideration Purchase Post Purchase Experience Loyalty / Re- purchase Traditional Purchase Journey Thanks to Steve Susina from LyonsCG
  22. 22.  Copyright by Debra Zahay 2013 The New Purchase Process Contact Salesperson/Go online Compare Vendors Conduct Research
  23. 23.  Copyright by Debra Zahay 2013 Age of ConsumerEmpowerment • Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina Purchase Journey Today
  24. 24.  Copyright by Debra Zahay 2013 “Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013 Consumers want the Facts in All Areas, including B2B
  25. 25.  Copyright by Debra Zahay 2013 The Sales Funnel Has Changed
  26. 26.  Copyright by Debra Zahay 2013 Search = Strategy =Branding
  27. 27.  Copyright by Debra Zahay 2013 To THE TARGET MARKET, Our Company Name is the PRODUCT CATEGORY that POINT OF DIFFRENCE
  28. 28.  Copyright by Debra Zahay 2013 Practical Tips • Develop a list of what makes your company unique. • Write down how you deliver value. • Using Google Trends and the keywordtool.io, if available, develop a list of keywords that might relate to your company and/or your brand value. Focus on customer INTENT. • Make list of your broad marketing objectives using “Attract, Acquire, Retain, Engage.” • Group the keywords above into categories that might relate to specific objectives. • Develop a list of website/mobile site goals according to these broad objectives; In this case be specific, i.e., “Customers should come to the site to register.”
  29. 29.  Copyright by Debra Zahay 2013 Example • We have the largest selection of Android tablet computers. • We wish to attract customers to our website. • Let’s develop a list of keywords.
  30. 30.  Copyright by Debra Zahay 2013
  31. 31.  Copyright by Debra Zahay 2013
  32. 32.  Copyright by Debra Zahay 2013 New Example • New Point of Difference: Our site can help compare tablets. • Broad Objective: We wish to ATTRACT customers to our website. • “android table tvs. Ipad” and similar terms look good. • Goals: Encourage them to register for our email newsletter, download a comparative whitepaper.
  33. 33.  Copyright by Debra Zahay 2013 A Word about Email • Still widely used • The unsung engine of Internet Marketing • How we develop relationships • Click through rates between 2-5%
  34. 34.  Copyright by Debra Zahay 2013 Summary • Digital marketing means using digital technology to create engagement. • Customers want to engage online. • The simulation reflects the trends in digital marketing. • Define your strategy, use keywords to reinforce on your website to optimize paid and organic search.
  35. 35.  Copyright by Debra Zahay 2013 Questions?
  36. 36.  Copyright by Debra Zahay 2013 Contact information • Dr. Debra Zahay-Blatz • http://www.zahay.com • dzahayblatz@aurora.edu • @zahay • THE BLOG: datadrivendigitalmarketing.blogspot.com • The G+ Community Internet Marketing

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