• 1. The Latest Trends inInternet Marketing 2007
    • 2. Panelist Introductions• Andy King, founder, Website Optimization& author “Speed Up Your Site”• Daniel O'Neil, Alchemist & Lead Analyst,Pure Visibility• Abbey Beardslee, Sale Planner,MySpace.com/FOX Interactive
    • 3. Search Engine Marketing Trends - The Shift to SEOAndy Kingwebsiteoptimization.com
    • 4. SEM to nearly double by 2011
    • 5. •••••Why more SEM?Advertising budgets shifting to Net PPC prices rising (Google auto-pilot) More measurable metricsTV, radio, newspapers, yellow pages down More companies entering the market
    • 6. Shift from offline to online marketing
    • 7. Shift from Traditional to New Media
    • 8. Shift from PPC to SEO• PPC/SEO from 2.4 to 1.1 from 2007 to 2012 • PPC costs rising– ~6 times $1+ keywords in Jan. 2007 vs. Jan.2006– Ave CPK rose 33% each month in Q1 2006– Ave CPC rose 55%/month Jan. 2006 to Jan. 2007DoubleClick, “DoubleClick Performics 50 – Search Trend Report Q1 2007,”(New York: DoubleClick Inc., June 2007), 1, http://www.doubleclick.com/insight/research (Nov. 17, 2007).
    • 9. PPC Costs Rising Over Time“DoubleClick Performics, “Q1 2007 Search Trends Report,” (DoubleClick, 2007), 2. http://www.doubleclick.com/insight/pdfs/DoubleclickPerformics50_Q1_2007.pdf.
    • 10. •••••How to boost ROI?Make ad spend more efficient Optimize PPC campaignsLong term SEO equal to PPC (trend) Optimize everything with web metrics Optimize conversion rates– Web site optimizer (Google) – A/B/C split testing – Test, try, and retest
    • 11. Search ROI vs. Other Tactics
    • 12. Measuring Metrics• 43% of marketers don’t/can’t accurately measure ROI from SEO (Jupitermedia, 2007)• Only 6-15% of companies are fullyintegrated (eMarketer, 2007)• Basic metrics most used (traffic,impressions)
    • 13. Web Metrics Integration
    • 14. ••••••Measuring SEM FirmsAmount of Web Traffic (58%) Total sales (50%)ROI from search marketing (49%) Search engine ranking (48%) Number of clicks (43%)Return on advertising spend (42%)Jupiter Research SEM Executive Survey, 2/07
    • 15. Measuring Meta Tag Usage
    • 16. Meta tag trends• Keywords (34.2%) description (31.8%)used most• Title, metadata Title, Subject, and Descriptionfields most important for SEO rankings• 7.4% use Dublin core, less effective for SEO • Only 1.7% use metadata Title, yet impacts SEOZhang, J., and I. Jastram, “A study of the metadata creation behavior of different user groups on the Internet,” InformationProcessing and Management 42 (2006): 1099–1122.Zhang, J., and A. Dimitroff, “The impact of webpage content characteristics on the webpage visibility in search engine results(Part I),” Information Processing & Management 41 (2005): 665–690.Zhang, J., and A. Dimitroff, “The impact of metadata implementation on the webpage visibility in search engine results(Part II),” Information Processing & Management 41 (2005): 691–715.
    • 17. Search Query TrendsBogatin, D., “Yahoo: ‘Searches more sophisticated and specific,’” (San Francisco: CNET Networks, Inc., May 18, 2006). http://blogs.zdnet.com/micro-markets/index.php?p=27 (July 17, 2007).Pasca, M., “Organizing and Searching the World Wide Web of Facts - Step Two: Harnessing the Wisdom of the Crowds,” WWW 2007, (Banff, Alberta, Canada, May 8–12, 2007): 101-110. Google statistics.Oneupweb, “How Keyword Length Affects Conversion Rates,” (Oneupweb, 2005). (accessed June 15, 2007).
    • 18. •••••••How to boost SEO rankings?Fully optimize Title tags (up to 3 keywords) Build backlinks babyBuild PageRank (see #2) Use Web 2.0/Social MediaFresh keyword-optimized content Stay out of Google “sandbox”Longer to reach top rankings 6 -> 12 months
    • 19. Spread of news in Blogistan• Takes about 1 week for the average story to peak in links in the “blogistan” • Staged release may be more effective • Blogs and RSS feeds are powerful forbacklinks• Press releases guarantee linksCohen, E., and B. Krishnamurthy, “A short walk in the Blogistan,” Computer Networks 50 (2006): 615–630.
    • 20. •••••••SEM ResourcesMarketingSherpa.com - research firm SEMPO.org - SEM industry professionals eMetrics.org - marketing conferencesFutureNowInc.com -conversion rate optimization SEOMoz.org - ranking factors survey SearchEngineLand.com - Danny Sullivan WebsiteOptimization.com/presentations
    • 21. Metrics for the Masses -How improved metrics will redefinewhat we sell and how we sell it!Daniel O’NeilPure Visibility Inc.
    • 22. Metrics and Marketing havebeen uneasy bedfellows“I know half of my advertising is wasted; I just don’t know which half.”-- John Wannamaker, ca 1910“The time has come when advertising in somehands has reached the status of science.”-- Claude Hopkins, 192385 years later...
    • 23. •••Market Measurement has grownexplosively thanks to Google AnalyticsA free tool that allows detailed traffic profiles at a level of quality second only to high-cost products like Omniture’s SiteCatalyst or WebTrendsBusiness-oriented data, not geek-oriented data Can be used to to make non-intrusive inquiries into your clients and visitors’ needs.
    • 24. •––––• The short-term trend: analytics will be as common as Outlook Terms that are becoming more and more common:–ROI Cost per Lead Cost per Conversion Sales Funnel considerations “Stickiness” Web marketers that don’t promise metrics -- and the ability to explain metrics -- will not do as well as those who do.
    • 25. 0-1The long-term trend: Analytics will be used to create sustained, detailed user profiles CompanyProduct Line Business Model Knowledge of Customer Preference Degree of Customer Feedback Number of Customer actions captured Length of Transactional historyBooks, some Media (Deep) Brick and Mortar Commodity Purchase Low Low Very LowDVD Media, some Movie Downloads (Deep) Online Subscription Service High High High ongoing, changes daily and weeklyConsumer Goods (Broad, Deep) Online Commodity Purchase High Medium Medium - High per login/purchase or browse
    • 26. How will the business model change?• Increasingly commodities become monetized through services. The Amazon and Netflix web properties are services that contribute to the sale of commodities.- Amazon’s customer retention in 2002 was 60%;in 2004 it was 78%.• Increase in measurable “Micropurchase” business models– Subscriptions and Serials– Tracked sampling offerings and price-reduced to get data – Attribute bundling (enrich what a product is by addingreviews, friend recommendation, etc.)
    • 27. ••• These ideas are not new, but they have been slow to grow.Netflix’ model has been mature since about 2003; Amazon’s model continues to evolve, but reached Netflix’ standard around 2005-2006. Then they surpassed it!Traditional merchandising companies have been slow to catch up because in order to make it work, ameasurable, superior SERVICE has to be the core goal of any website.It doesn’t have to be “High Tech”, but the vision has to be clearly defined and supported by the organization-The Ann Arbor District Library gets it, but Target doesn’t!
    • 28. Resources and linkshttp://www.purevisibility.comhttp://recsys.acm.org/program.htmlhttp://analytics.google.comhttp://www.aadl.orgCompeting on Analytics: The New Science of Winning.Davenport, Thomas H.; Harris, Jeanne G.
    • 29. Branding and Positioning – Be Something No One Else IsAbbey Beardslee, Sale Planner, MySpace.com/FOX Interactive
    • 30. What Is MySpace?OUR CORE VALUE PROPOSITION:MySpace is the most effective platform toreach the youth market, offering unparalleled reach and composition among trend-setting young adults.
    • 31. How We’ve Grown…In just 3 years, MySpace has achieved portal-sized reach…– 71 MILLION MONTHLY USERS¹We’ve become the premier destination for young adults…– 26 MILLION 18-34 YEAR OLDSWe’ve developed the highest composition of 18-34 year olds of all broad reach sites…– 37% COMPOSITIONWe provide both scale and coverage of the trend-setting young adult audienceSource: ¹comScore Media Metrix, June 2007, US
    • 32. MySpace is Home for Social Networking Users SOCIAL NETWORKING STARTS HERE… • 68.4 million monthly users • 82% of members are 18+ • 38% reach of the US online population • 45.2 billion page views per month • 14.2 billion total minutes per month • Average of 207.3 minutes per user per month • 58% of Social Networking market share • 24.8 average visits per visitor • 43% reach against all adults 18-34 • 37% reach against HH Income 75k+ * Duplication between Social Networking sites not shown Source: comScore Media Metrix, US data – August 200762% of the Facebook audience visits MySpace68,392,000 60% of the YouTube audience visits MySpace 58% of the LinkedIn audience visits MySpace
    • 33. The Most Efficient Way To Reach 18-34 Year Olds Online REACH, COMPOSITION AND CONSUMPTION AMONG 18-34 YEAR OLDS REACH Unique Visitors (000)HIGH-REACH, LOW COMPHIGH-REACH, HIGH COMPSize of bubble indicates page views (MM)LOW REACH, LOW COMPLOW REACH, HIGH COMPCOMPOSITION Percent....
    • 34. PeopleImpactedPer$100,000Spent0 The Momentum Effect In Action: Smart Media + Brand Community = Momentum MYSPACE MEDIA AND MOMENTUM DRIVES 6-15X THE IMPACT OF OTHER ONLINE MEDIAMySpace Campaign: EA Burnout Band Slam 2350,000 300,000 250,000 200,000 150,000 100,000 50,000http://www.purevisibility.com/ Momentum-Driven ROI* "Definitely Will Purchase" ROI: Extraordinary 15X 6X• EA launched an international band competition to promote a video game releaseOnline Advertising MySpace Advertising plus Momentum Effect • Winning band’s music is featured in Burn Out Game plus a Virgin Record Label • The brand community encouraged viral pass-along by allowing users to forward content to friends • Standard media was also utilized to drive contest awareness and traffic to community Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat Momentum Effect Advertising Effect *** Close to 7,000 contest submissions!!
    • 35. MySpace Media Is Smart And EffectiveMYSPACE MEDIA BENEFITS: • High-reach—The most efficient way to reach 18-34 year olds online • Highly effective—MySpace media drives brand awareness • High value—Cost-effective relative to all broad-reach competitors • Highly targeted—Segment users HIGHLY TARGETED HYPER TARGETING ENTHUSIAST TARGETING PREMIUM CONTENTbased on freely expressed passions USER HOMEPAGE MYSPACE HOME PAGE HIGH REACH
    • 36. VIDEO - Competitive Landscape Poised for explosive growth, MySpaceTV will be a market-leading video destination. This Chart compares “total unique video viewers”YouTubeMySpaceYahoo!AOLMSNTotal Unique Viewers (000) Videos (000) Videos per Viewer Viewer Penetration Share of Videos Minutes per Viewer 62,206 1,715,068 27.6 47.2 20.5% 68.0 47,985 635,036 13.2 36.4 7.6% 17.3 35,024 386,724 11.0 26.6 4.6% 30.1 29,479 184,722 6.3 22.3 2.2% 15.4 24,394 171,155 7.0 18.5 2.0% 17.8
    • 37. Thank you!Abbey Beardsleeabeardslee@myspace.com
    • 38. Next Month: 12.11.07Smart Spending - How to Measure the Return onYour Marketing InvestmentModerator: Debra Power, Power Marketing Panelists:• Archie Sader, Integrated MarketingCommunications, EMU• Jon Boyd, The Home Buyer's Agent of AnnArbor• David Bloom, Optimization Group