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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