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12 months ago
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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
[email protected]@Position2.com
www.Position2.comwww.Position2.com
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