Trends in Online

Marketing

January 21st, 2015Coffee & ConversationPresented by: James Basbas

A little about Altos…

• Located in Bedford, NH

• 12 years in business

• Degreed designers, developers, writers & marketing professionals on staff

• Over 150 clients

• Broad portfolio of work

• Manage over $400,000 in online advertising

A few of our clients…

Where are we going today?

• Online Marketing Trends

• Email Marketing

• Search Engine Marketing

• Mobile

• Qualified, interested customer

• Customer is in a “buy” mode

• Targeting

• Reporting

• Ability to Test/Modify

Vs. Traditional Advertising

Search Advertising

Display Advertising

Search

• Target users while actively searching

• Highly targeted

• Geographically targeted

Display

• Visual advertising

• Demographically targeted

Search vs. Display

AdWords

Why

Google?

Who advertises on Google?

Building a targeted campaign

1. Keyword Analysis

2. Focused Landing Pages

3. Develop Advertising text/images

4. Monitor Campaigns, adjusting bid amounts,

keywords, ads to obtain maximum effectiveness

5. Optimize, Optimize, Optimize

Key Steps

Adwords Reporting

/ =

$1,500 750/ $2=

The value of a click…

TotalCost

Total Clicks

Cost Per Click

/ =

$1,500 75/ $20=

The value of a conversion…

TotalCost

Total Conversions

Cost Per Conversion

Mobile

Mobile Ad Spending

Benefits

• Segment your list and target customers

• Learn from your customers

• Stay top of mind

• Drive Sales

• Build Loyalty

• Metrics, metrics, metrics

Metrics

Search Engine Optimization

1. Online advertising is growing.

2. Customers are looking for you online.

3. Tools are available to help those customers find

you.

4. Online advertising = targeted & cost effective.

5. Online advertising = piece of your marketing plan.

5 Key Take-aways

Thank Youview presentation: AltosMarketing.com/JCN