Online Media Funnel
Last week I spoke at the Online Marketing Summit’s tour stop in Houston on Demand Generation. I was scheduled to speak in Dallas and Austin as well, but an unexpected foot injury / surgery sidelined me from travel.
At OMS I unveiled a new presentation that addresses the #1 objective of most marketers: generating leads, sales and other measurable results from online media. The presentation “Online Demand Generation: Strategy and Metrics” is embedded below for your viewing pleasure; you can also find it on slideshare. I started by defining “demand generation” (broader and more upscale than “lead gen”), the components of a demand generation program and various roles of online media. I also introduced engagement paths and the importance of defining the right metrics for success.
Also included is a practical methodology for measuring ROI and indexing performance against the market. As a bonus, I also included my view of the 10 worst and best practices for managing campaigns (would really like your feedback on these!)
I hope you’ll take this information and use the insights to take your business or agency to the next level. And as always, comments are welcome!
Steve Latham
http://twitter.com/stevelatham
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There is a major buzz in the SEM community about Stephen Wolfram’s new creation, Wolfram Alpha and the future of Search Engines. The major difference between your normal Search Engine and the Wolfram Alpha is its SERPs. Unlike Google and all other search engines, Wolfram Alpha will give you an answer to your search based on the question you ask, one answer which removes the extra (and most painful step in research) of finding the answer. Now there is no debate that if it works as planned, Wolfram Alpha could change search however I feel strongly that this will not effect SEM and could in fact improve it. The reason…people want choices and the ability to research/compare products and services.
Imagine going to Wolfram Alpha and asking, “What is the best pizza in Houston?” and given no choices to choose from, just one single result. From a user experience perspective, my choice has been taken and thereby it is a poor engine for finding services/products. However, if you are researching a particular subject or needing an answer to a question that has been burning at your brain, Wolfram Alpha will be the answer…literally. Understanding the ability to choose v. looking for an answer is what will allow Wolfram Alpha to drastically change search and SEM performance for the better. From a PPC perspective, especially when there is a thin red line between a qualified and unqualified traffic. An example can be seen in the health industry, where a term like “cancer treatment” can bring in two types of visitors:
1. a potential patient looking the best place to get cancer care
2. a student/curious person looking for information on cancer treatment
The same term could currently be spending a good portion of budget on traffic that isn’t interested in your product, but rather just looking for information. Its tough to weed out this traffic they are using the same keyword to trigger your ads. You can use negatives to a certain extent, however this isn’t 100% guaranteed. Now imagine if Wolfram Alpha starts to become the “fact engine” that can provide answers, not results to your questions and it takes this traffic away from major search engines. That’s correct, you have better qualified traffic that are using the right engine for their needs. I need a service or product, my best bet is using Google because I will have choices to make the best economical decision. I have a question, need an answer I will use Wolfram Alpha. The point, if Wolfram Alpha is all it is cracked up to be, it will make SEM on Google much more effective by removing all of those pesky visitors that click with no intention to buy…
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Social media is hot. Everyone’s doing it and everyone wants it. But how many marketers have figured out how to use social media to build their brand and drive revenue? Unfortunately, not nearly enough. I believe one of the hurdles to pursuing social media as a marketing program is the challenge of creating a compelling business case that frees up the resources (budget) needed to fund it.
I recently spoke to a group of business executives about how companies are using (or planning to use) social media, and how to build a business case for it. In my presentation I also included some new data on how the Inc. 500 is using social media, 5 reasons to pursue it, and a methodology for measuring ROI.
You can view the presentation below or find it at slideshare (note: sorry for some of the formatting issues caused by slideshare conversion).
I hope it’s helpful and that you’ll provide some feedback for improving it. And if you have any good data points to support the case, please send them my way!
For more info you can use, view our blog. And for updates follow me on Twitter!
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