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SEM integration with marketing strategy. A short guide for the managers that need to use both, ATL and SEM, to reach their objectives
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How to Integrate SEM in your Marketing Strategy
WE WILL
• Ask some questions• Discuss• Not forget SEM is just another means
to get a message to our target• Get to know each other• Be inspired
Someone told you someday to come up with a marketing strategy that will include SEM
The internet is full of things. Let’s do what others do.
GUESS!
WRONG!
Deciding how SEM might work out for you is about “bits and pieces”So, we asked some managers to ask us some questions about the “bits and pieces” of SEM
9 QUESTIONS
1 IS IT WORKING FOR ME?
• Statistics say that 50% of online sales is brought by SEM
• The same way any media does: it brings AWARENESS and EVALUATION
• Study developed by Econsultancy
Data taken with respect from Econsultancy study
Your marketing strategy is and will be improvable. So is your marketing mix.
Use your creativity to see what might bring you!
2 HOW WILL THIS WORK FOR ME?
It is an investment. Consider the risks.
(search is dynamic; there is no 100% prediction; SEO has long time results)
You have a monetizing plan. Correlate with online data estimations. See where your margin is. See if it will work on long term. See if it will sustain itself.
Average Margin PPCNo margin SEO
No margin PPCHigh margin SEO
Start with figures! If it doesn’t work out, try changing variables.
3 HOW MUCH SHOULD I INVEST?
A recent study by Econsultancy revealed that:– 24% is invested on Paid Search– 18% is invested on SEO
€ 42% SEM
- Total value- Other marketing
investments- DDLines
- The life cycle- The potential
- Cheap/ Expensive
- Aggressive/ Weak Bidding
- Range of products- Selling mechanism
Budget Market Comp
Maybe, an investment model will help. Ex for PPC.
Total Break Even Value = Fixed Costs/[Unit Selling Price – Unit Variable Cost]
Fixed cost (rent, fees) – 1000 EuroUnit selling – 100 EuroUnit variable cost (cost in PPC) – 50Euro
TBEV = 1000/[100-50]; TBEV = 20You need to make 20 sales in order to break even.
Other 20 sales will get you 1000 Euro. Now try to scale. And get your budget.
Don’t get stuck in one figure. Try and than scale.
4 WHAT DO I GET FROM IT?
(help question)
Do I have a conversion mechanism?(Discussion: Car seller. Owns a site. Tries to convert)
Do I have traffic converters?(call-to-action, landing pages, content, lead nurturing, analytics)
A sales channel with:- Predictive fixed and variable costs- Predictive results- Improvable performance- Immediate results with paid search/
long term results with SEO
5 HOW DO I CORRELATE SEM WITH REST OF ONLINE?
Forget targets. Think Radar. And you will understand the digital connections and paths.
Entertain
Connect
Inform
CONVERT
Attribution Model
A calculation model, based on attribution:- Each channel in your marketing strategy has a contribution
for delivering a lead/ sale- Depending on the participation, each channel receives a
score. (ex: if PPC and Social Media delivered 1 lead, each one receives 5 points out of maximum 10. if only PPC delivered 1 lead, it receives 10 points).
- Add all points for each channel and dividing it by total no. of points
- You get the share of importance for each channel.
Try more than one model. Usually helps to check your mix vs real world.
6 HOW DO I CORRELATE SEM WITH ATL?
Basically, it’s a matter of mixing TV and SEM.
1st – Reach light TV users2nd – Incremental Reach
2nd – Reach
There is no common measurement tool in RO (for the moment), so, it will make it more difficult for you.A post campaign research might help.
7 SHOULD I SPLIT SEO AND PAID SEARCH?
No They should work together and complement themselves.Allocate budget for both. Take the most effective approach depending on your status.
Try think like: commercial words vs. info words
8 HOW CAN I KEEP TRACK OF IT?
1st Web Analytics Tracking
2nd Define KPIsBased on your web analytics, you will only get a set of figures (goals).In order to understand the business meaning, these goals will be the base for KPI
2nd Define KPIsEx:- Behaviour KPI
- Visits, Interactivity (no of visitors that take an action/ total no of visitor), Conversion
- Attitude KPI- Favorability, loyalty
- Cost KPI- Cost per lead, cost per action, cost per lead in SEO, cost per
lead in paid search
Don’t get stuck in tones of data. Ask/ create reports that are useful.
9 WHAT DO I NEED TO GET IT STARTED?
A strategyInfrastructure: site, sales mechanic, call center, CRM, data baseSEO & PPC teamAccess on tracking & optimization tools
And determination. And some professionals.
10 OTHER QUESTIONS?
[email protected] | @cosminn | cosminnastasa.ro
• Data taken with courtesy from:– www.econsultancy .com– www.daverubino.com– www.3qdigital.com– www.senkailabs.com– www.google.com/think – think insights
