Trends in Online Marketing

January 28th, 201415th Annual Winter ConferencePresented by: James Basbas & Tony Matos

A little about Altos…

• Located in Bedford, NH• 11 years in business• Degreed designers, developers, writers &

marketing professionals on staff• Over 150 clients• Broad portfolio of work• Manage over $250,000 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 Conversion

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

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/nepca