Integrating Search into Other Marketing

Mar 3, 2005 - 11:48 am 0 by

First up was Chris Copeland from Outrider. Outrider is a business that has been around for 9 years, they are a large ad agency with a large global client base. Integration occurs because businesses see a need for consistent interaction with their audience while at the same time leveraging the multitude of opportunities to gain increased efficiency. He challenged the audience to launch a new brand for a car company without TV or paper ads. Reasons against search integration; lack of time, lack of understanding, no desire to share budget, no desire to share spotlight with other marketing activities, and it takes effort. Multi Channel Retailing; 65% of online consumers have researched a product online and purchased that product offline, of those 51% have cross channel shopped in the past three months, consumers spent over $93 billion online in 12 months and spent over $137 billion offline on internet influenced purchase. People buy offline because they want to see it, feel it, etc. but they want to do their homework before going down to the store. "Smarter consumers" poor sales reps... Keys to success; use pre-existing relationships to strengthen search efforts. So he used offline relationship, for nascar, to drive online traffic, "nascar schedule" , from offline sponsorships to online initiatives (funny I was talking with someone about this exact case, but it was just a make up scenario, the convo was this morning, kind of creepy). Offline to Online, consistent brand messaging creates familiarity with consumers, unique tracking at multiple levels allows for integration into offline programs. He recommends to talk to same language in offline and online. Offline spending is based on Gross Rating Points (GRPs). People gather buts of data from different sources to construct the whole picture. Each impression builds on the other by reaching the consumer in a different frame of reference. Daytime is primetime on the Web, he crossed the TV usage patterns throughout the 24 hour time day, versus the Internet usage. Internet during the day is a huge time to reach and then it dips a bit at night, where you might want to up the TV spot. Online exclusive usage day-parting is also very interesting to look at - when compared to offline. Its essential to find the right times of the day to market a specific message. It cost 23% more to encourage consumers to purchase colgate toothpaste using TV alone vs. TV + online together. Understand that there is a bigger spender at multiple channels. Using messaging that targets the dominant offline buying tendency is essential. Integration is a two way street; 1 million searches done in 30 hour period on super bowl commercials.

Andy Beal from was next up, I'll try to give him a hard time ;). SEM is vital component of any traditional marketing campaign. Your targeted customer does not always immediately react to marketing when received. With direct mail costing around $10 per lead, search is a low cost safety net; 27% of all retails ales are influenced by online research (all - source: IBM). Identify the messages contained within your existing ads. Phase One to sync with traditional marketing is to Match SEM to Traditional. compliment the two, identify the existing buzzwords and phrases used in your email, mail, tv and print. Launching a new product? Sponsored ads can get your message out quickly. You can use PPC to build brand awareness. Phase Two is to map the future campaigns together. Sit down and map out your next 6 - 12 months. Identify seasonal offline campaigns so you can prepare SEO campaigns in advance (this way you don't do last minute things). Plan to start paid search campaigns 1 - 2 days before offline campaign - remember set up times. Role reversal, Phase Three: match traditional to SEM. Use your keyword research to help identify targeted keywords for offline marketing campaigns, its your chance to guide your consumers to search for your preferred keywords. Analyze the keyword frequency data (get ideas for new products to stock, find new campaign ideas and use won web site stats), place your offline marketing 'online' in html or pdf versions. Utilize local paid search options. Matching competitors campaigns, sponsored ads can be used to avoid letting your competitors get a jump on you. If they launch a new product or service, bid on phrases that match their marketing. Avoid bidding on competitor's trademarks. Read your competitors catalogs and emails, etc. Expert satellite case study; Direct email campaign to attract new DIRECTTV subscribers, assisted in identifying areas with the highest search frequency, plan to match SEM campaign to attract the "researchers" and the "can't remembers." So they did a local campaign, they matched the direct mail target to the local ppc campaigns and the search terms were matched. They created targeted landing pages to match up with the offline, and the local targets.

Brad Byrd from NewGate Internet was next up (SEW Mod). Search is a unique marketing medium: don't expect it to operate like your other marketing mediums, have different expectations, online and offline differ greatly, Do leverage its unique characteristics toward your specific marketing goals. Some of these unique characteristics are: (1) Fast campaign setup and launch; allows reactive campaigns, based on market opps (2) No long term budget contracts; pay as you go model; flexible search budgets can be adapted to larger org goals. (3) Market Driven pricing; open marketplace model creates a level playing field for advertisers; expenses can sometimes be unpredictable. (4) Tangible, Trackable Results; every campaign can be evaluated midstream, and fast feedback lets you build upon success or problems; budget can more easily be justified. (5) The emergence of performance marketing (higher expectations). Retail example, search as a merchandising tool. Search presents unique merchandising opportunities (proactive customers, search also allows you to "feature" every product). Identify and promote competitive advantages (price, warranty, shipping, etc.) Promote proven winners as they emerge (products become self-selecting and leverage unforeseen demand in a timely way and catalog winners aren't always the same as online winners). Liquidate inventory through search (adjust price points on the fly). Capitalize on opportunities (take advantage of favorable manufacturer pricing - he gave an example of a "bow-lingual" or a bark translator. In summary, everything is in its right place; search is a new marketing model, dont fight it. adopt it.


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