Webcast - How To Achieve Continuous Growth In A Flat Market

Rajiv Parikh, CEO, Position2, IncRParikh@Position2.com

800-725-5507www.Position2.com

NeedNeedNeedNeed SearchSearchSearchSearch ConsiderConsiderConsiderConsider BuyBuyBuyBuy

12 months ago

NeedNeedNeedNeed SearchSearchSearchSearch ConsiderConsiderConsiderConsider BuyBuyBuyBuy

Today

How do you keep your customer engaged

at every touchpoint of the buying process?

An approach that maximizes customer response through a data-driven understanding

of online behavior that predicts intent and drives action through a dynamic combination of

search and social media marketing.

Surround & Intent Marketing

Surround & Intent Marketing Solutions to Common Marketing Challenges in

Online Brand Management & Customer Acquisition

• 24x7 brand reputation tracking and management system

Brand DefenderTM

• Manages customer interactions across multiple online channels

Brand Touchpoint ManagerTM

• Optimizes press releases for maximum ROI and coverage

PR MaximizerTM

•39-point diagnostic website audit for search & marketing effectiveness

Website CalibratorTM

• Leads from search & display channels optimized for price, volume & quality

Performance LeadsTM

• Leads from social & display channels optimized for price, volume & quality

Social LeadsTM

• Calibrates online acquisition parameters for new programs

Trial CalibratorTM

• Optimizes & tracks your website for organic leads or lead-driven goals

Organic Rank OptimizerTM

Brands masked, and data indexed

All examples during 2008 & 2009

1.Laptop manufacturer2.Online travel/vacation service3.Financial services4.B2B marketing services & software provider

Our client: a leading brand in the laptop/notebooks market

Crowded market with no/low brand differentiation

Diminishing returns from search marketing

Customers seeking ‘brand assurance’ from other non-commercial channels

For both individual as well as business buyers, we conducted research to Understand keywords used in search/evaluation Understand sites visited when considering a purchase

12 key laptop/technology review sites

Social networking – Twitter, Orkut, YouTube, Facebook

Custom Facebook application

Two sets of keywords for business & consumer segments

Keywords aligned around new product features

Creative/messaging developed around these venues, with separate bidding strategies

Primarily focused around consumer segment

Integrated Facebook and online video with a viral seeding effort

Brand Touchpoint Manager

Performance Leads

Social Leads

Web Traffic: +19%

Leads: +74%

Social Media share of voice: +236%

Costs: -39%

Our client: a large travel operator who had launched a new online service

Late entrant, unknown online brand, competing against giants in a crowded market

Key issues Need to build brand presence Negative publicity as a result of a previous

promotion Expensive search marketing as result of

massive overbids by competitors

Mapped purchase cycle to keywords & costs over a statistically significant period

High-performance keywords generated unprofitable leads

No feedback mechanism in their marketing-communications strategy Search results & blogs were filled with negative results

Rapid-response system was set up to

(a) deal with negative comments in real time, and

(b) highlight positive comments

Focused budgets on a newly generated set of keywords associated with higher value conversion probability

Re-architected site based on high margin contributors

Brand Defender

Performance Leads

Website Calibrator

Direct Web Traffic: +164%

Leads: +368%

Cost per lead: -62%

SE Web Traffic: +750%

Our client: a consumer finance firm that specializes in debt consolidation and restructuring delivered solely as an online service.

Competition from large banks & financial institutions with a retail presence and existing customer relationships

Exploding CPLs, and rapid sales cycle (2 weeks)

Role for customer acquisition: build trust create a dialog start a new relationship.

Negative comments lead to almost instant disqualification from the considered set

Massive reliance on trusted review sites – with direct impact on the sales cycle

Lots of unqualified ‘tire-kickers’ also in the market – and needed to be identified early in the process

Strategically addressed negative comments posted by competitors

Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers

Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels

Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile.

Brand Defender

PR Maximizer

Performance Leads

Brand Touchpoint Manager

Web Traffic: +136%

Share of voice: +380%

Cost per lead: -14%

Press mentions: +262%

Clutter of brands

No perceived or real differentiation

No presence in critical “objective” touchpoints

Unable to drive cost-effective leads

Buyers, especially in this segment, seek education and practical solutions - not just branding and awareness

Active users of social media sites

Multiple stakeholders in the buying process

New model developed for forecasting lead-to-customer cycle

Launched campaigns across email, newsletters, banner, CPA, search, sponsorships

On and off-site optimization for 10 golden keywords

Engaged with top review and whitepaper sites for product review

Trial Calibrator

Organic Rank Optimizer

Brand Touchpoint Manager

Web Traffic: +244%

Leads: +621%

Cost per lead: -74%

Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process

Improves the overall productivity of your online marketing

US Toll-Free: +1 (800) 725-5507US Toll-Free: +1 (800) 725-5507

RParikh@Position2.comRParikh@Position2.com

www.Position2.comwww.Position2.com