In-house Search Marketing Mix & Budgeting Issues; Traditional Marketing + SEO = More Than the Sum of It's Parts

In-house Search Marketing Mix & Budgeting Issues; Traditional Marketing + SEO = More Than the Sum of It's Parts

John Barron, Internet Marketing Director, Gravity Free

• A quick picture:Old Vs. New Vs. Very New
• Amount of hours added to Day
• Marketing 101:back to school
• Ask the right question
• Who is your market
• Demographics/Sources
• Where they live
• Offline Vs. online
• What are the trends

•    Phone directories Vs. local search
•    Newspaper Vs. Display networks (cost, habit & emotion wise)
• Where do u find answers
• Research companies
• Competitors (not always right)
• Customers (especially key word research)-FB, Online surveys, Personal Interviews

• What are your business objectives
• Not making more money
• Find easiest path-new markets, increase average sale

• The BIG idea
• Pitch it to boss
• Buget
• ROI
• Build in KPIs, analytics

• The unexpected
• Moving away
• 300 to 400% ROI

• Some Industries, where search marketing can help: Online Retail, Real Estate, Law firms & Insurance & Tourism

Flood of questions on:
-Affiliate marketing, ad words,ppc

Ian McAnerin, Founder & CEO of McAnerin international Inc.
Ian Speaks....

Example :Candian Tourism Commission (CTC)

• Challenges
• Overall plan
• Estimate budget
• Research mix: SEO, PPC, Email, SMO, Offline (what works in each country)
• Creating blocking chart (Gnatt Chart)
• Assign actual budget
• Create campaign breifs
• Implement campaigns
• Adapt as needed

• Create recommendation report
• Intial estimate
• 50% of all blogs in the world are Japanese

Blogs-Japan
FB-Canada
Naver-Korea
QQ-China
Brazil-Orkut

• Trending charts of Tourism, across the world (plan acordingly)
• Blocking Chart: Pushing before pull happens
• Assign Budgets
• Campaign Breif
• Flight dates
• Target Audiences- Demographics, Primary target EQs, Pschycographics
• Goals & Objectives
• Key Message
• Keyword Research
• Content Targeting
• Budget & Currency
• Country & Geo tragets
• Target URLs
• Analysis & Goals

• Who is RACI- Responsible, Accountable, Consulted, Informed
• Adapt as Necessary
• Recommend as required

Flood of questions on:
Budgeting: Online & offline- It should  be a balanced mix depending on the country