SAScon Market Focus – Retail - Paul Cooper

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‘Turning Share of voice into Share of

traffic’Paul Cooper, Thursday 19th 2011

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Who am I? – Paul Cooper

14 Years in Interactive Industry

Thesis on Interactive Marketing

From Launching Barclay-Square in 1998

Through Setting up Interactive TV at ITV

Building Brilliant Interactive into the 10th Largest Digital Agency

HOW CAN RETAILERS TURN SHARE OF VOICE……

…INTO SHARE OF TRAFFIC??

OLD PRINCIPLES STILL APPLY!

Technology Changes

Media Consumption

Changes

How we work, live &

Play Changes

However…….

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Drivers Connectors Purchase

Quality Seekers

Urgent & Price Sensitive

Bargain Hunters

Convenience Shoppers

Credit FansPrice related keywords

Location based keywords

GenericsMessaging targets all segments

• PPC Site Links• Organic Listings

• Google Places• Organic Listings

• PPC Location Extensions

• Google Products• Organic Listings

• PPC Product Extensions

Messaging targeted to Keyword & Audience• PPC & Organic Listings

80% Volume comes from Generics

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Drivers Connectors Purchase

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Summary

Internet has tools to deliver personalisation

Key to increasing SOT & market share

Utilising all assets on page crucial to delivery

Search needs to be tailored to work with other media

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Questions