Search Engine Domination | Rajeev Bala, Media Contacts | iStrategy Singapore 2010
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SEARCH ENGINE DOMINATION
description
Search Engine Domination. Presented by Rajeev Bala, MD for Southeast Asia and India for Media Contacts during iStrategy Singapore 2010.
Transcript of Search Engine Domination | Rajeev Bala, Media Contacts | iStrategy Singapore 2010
SEARCH ENGINE DOMINATION
People still navigate the web through Google
(and Youtube)
1
Google is a printer.It prints pages and brands
appear on these pages
2
Search is not just a transactional media...
3
Google is a printer.It prints pages and brands
appear on these pages
2
Search Engine Result Pages are the most valuable advertising real estate for Brands.
42%
53%
95%
% Lift in Likelihood of Repeat Visit
Organic
Paid
Both
25%
44%
73%
Lift in Likelihood of Purchase
Organic
Paid
Both
Organic listings are more important than paid listings
10%
90%Organic
Paid
% of Clicks on a SERP
Game of Asymmetric Returns42
128
6 5
#1
#2 #3 #4 #5
Paid Search is easy;How do we get present on
the Organic Listings ?
KILLMAIM
DOMINATE
Objective
Google Domination Quotient
Share of Earned Voiceon Target Keywords x Domination Factor
What Universal Search means for Marketers
Dominating the WorldOne SERP at a time
Achieve maximum presence in a focussed set
of intent states.
Objective
Create and Disseminate content to various parts of the web and hope for the
best
Strategy
Client focused on using all marketing collateral to
drive search query volume
Sophisticated and cost effective marketing on Web
2.0 repositories as well
Case Study
The PPT was promoted as Top presentation of the day for 5 days and in
featured section for 25 days.
32,614 Views
$0.20 Cost Per View
$1.62 Cost Per Download
$7000Total Cost
5 ways to build / distribute Digital Persuasion Assets for
your search domination strategy
Plain old Article Marketing
1
Infographic Content Marketing
2
Slideshare
3
Technology Driven Creative
4
Video Marketing
5
Animation / Whiteboarding
Video Co-content Creation
