未来的数字营销,搜索和社会营销The Future Of Digital Marketing, Search.ppt

According to a 2007 comScore study Direct Respons conversions account for just 17% of overall conversions. We just need to track conversions more carefully, weighing in: Longer period of time over which conversions are attributed Latent conversions (i.e. due to cross-media campaigns, cookie-deletion) Offline conversions * If we keep on tracking only Direct Respons ROI we are missing out on a large piece of the ROI pie. By budgeting search engine marketing – or any other online marketing instrument for that matter – based on Direct Respons ROI alone we will unnecessary lose impression share and thus conversions while our competitors gain market share. * * * * * Small initiatives which compensate in patience what they lack in budget will have more success in search engine marketing and especially social marketing then larger organizations. So we need to adopt a long-term approach to online marketing. Display advertising and offline marketing are not discussed in detail in this presentation. * Top trends in search are persoanlized search, the influence of social media, universal search and the influence of contextual brand mentioning on organic rankings. Others include mobile, automated text translation and voice based search. * Small initiatives which compensate in patience what they lack in budget will have more success in search engine marketing and especially social marketing then larger organizations. So we need to adopt a long-term approach to online marketing. Display advertising and offline marketing are not discussed in detail in this presentation. * Small initiatives which compensate in patience what they lack in budget will have more success in search engine marketing and especially social marketing then larger organizations. So we need to adopt a long-term approach to online marketing. Display advertising and offline marketing are not discussed in detail in this presentation. * * * Small initiatives which compensate in patience what they lack