Posts Tagged ‘Pay Per Click’
Moving from Fragmented to Segmented Online Marketing
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Companies today have a virtual smörgåsbord of options when it comes to marketing their products and services online. Lack of expertise, numerous tactical options, pressure for sales in a down economy and the tendency to chase shiny objects cause many online marketing efforts to be fragmented. I really doubt that a significant waste of effort and disconnect with customers is part of any company’s online marketing strategy. But it’s happening. A lot.
Marketers must prioritize what will work best and in the mix of online marketing tactics. According to eMarketer, SEO and PPC have been rated the most effective for conversions and ROI and while some companies are using software like PPC management tools to make things easier, there’s a lot more to consider for better segmentation.
With any type of marketing, relevance is essential for achieving a profitable program. When it comes to search marketing, understanding customers, the keyword searches they use and the offers they’re most likely to respond to are essential.
In order to move your online marketing from fragmented to prioritized and more relevant through search, here are 3 key concepts search marketers should master.
3 Essential Small Business Search Marketing Trends
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“Qualified”, “showing intent to buy”, “high conversion rate” and many other phrases are used to describe search engine marketing. As a $16 billion industry, Search Marketing including SEO (search engine optimization) and PPC ads (pay per click) represent a substantial opportunity for small businesses to connect with customers at the moment they are looking for products and services to buy.
Even though Search Marketing presents an attractive opportunity to grow online sales, many businesses are too busy running their companies to stay on top of future trends. To that end, here are three search marketing trends worth paying attention to:
1. Online & Offline Marketing Integration - Forrester Research estimates $917 billion worth of retail sales in 2009 were “Web-influenced” in contrast to $155 billion of consumer goods sold online in the same year. Small businesses must pay attention to customer search online influencing offline purchases as well as the influence of the in-store experience on searching and purchasing online.
2. Mobile Device and Local Search – Companies must recognize consumer trends towards mobile search with the proliferation of smart phones. The web experience has definitively extended beyond the personal computer to mobile devices such as iPhones, Blackberries and iPads. Marketers must understand their customers’ use of mobile search and what the marketing opportunities are.
Max Kalehoff on Social Media Advertising, Blogging & the Future of Paid Search
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One of the most insightful voices in the online marketing industry when it comes to advertising is Max Kalehoff of Clickable. I was introduced to Max at a Search Insider Summit conference several years ago with very high regard by David Berkowitz, another intelligent voice in the industry, so I knew immediately he was someone to pay attention to.
Max’s company recently announced the addition of Facebook Advertising to their PPC management platform and he was very kind to take the time to answer several detailed questions about social media advertising on the Clickable platform, the future of the online advertising industry, slimy SEO middlemen, how he stays current and blogging about his Weber grill. 
1. You have impressive credentials in the interactive marketing industry with your experience working at Jupiter, comScore and Nielsen. How did you come to work with Clickable?