Post on 17-May-2015
description
TM
AOP - Harnessing Specialised Search
January 22, 2008
Customersinclude:
About Digital Marketing
• Increasing complexity
• Much more a science than an art
1. Try something
2. Measure what happens
3. Adjust something
4. Try something else…….
Key Strategy
Put the leavers of power in the hands of the editors and marketers
• Win back search traffic from the big guys
• Widgets and search toolbar syndication
Search as a traffic generator
Intelligence from search
• “Hold the front page”
• Content gaps?
• “Cross sell” traffic within your portfolio
• Support email and offline marketing
• Build additional value into your subscriber databases
Revenue opportunities
• Run-of-site• Search results pages provide additional page
views for general advertising
• Category sponsorships• Typically tenancy
Keyword targeting
• Advertisers understand AdWords, and most already use it (CPC model)
• Sell a unique combination of demographic and keyword targeting
• Integrated ad server within our service provides• A range of payment models
• Tenancy, CPM, CPC
• A range of formats • banners, buttons, directory listings, sponsored links
etc.
Self service advertising?
• Typically not applicable in B2B• Is there a long tail of advertisers to address?
Functional examples
• Looking for “guys?”
Functional examples
• Looking for “guys?”
TM
Questions?