Global Internet Marketing. Presentation for the NTA Montage Meeting Seville, Spain April 17, 2010

Transcription

1 Global Internet Marketing Presentation for the NTA Montage Meeting Seville, Spain April 17, 2010

2 What I Will Cover Current Trends The 5 Most Essential Things you Should be Doing Online Case Study Information Other Tips and Tools

3 Why Global???? Think globally, act locally?!?!?..not anymore.internet makes it easy to act globally Trends International Monetary Fund (IMF) worldwide economic growth will hit 3.19% in growth will rise to 4.4% annually

4 U.S. Market Dow hovering near 11,000 mark Consumer confidence up; key to discretionary spending Job outlook improving- key indicator! Manufacturing jobs showed largest increase in March since 2007 IMF projects 3.2% GDP growth for 2010; 4.0% for 2011

5 IMF says New investments in technology to stay globally competitive will be one of the main drivers of world economic growth over the next five years

6 Search Engines In, Yellow Pages Out Over this past year, leading yellow page publishers R. H. Donnelly Corp and Idearc Inc. file for bankruptcy. (Reuters December 14, 2009) Meanwhile analysts continue to project that paid search marketing spend in the U.S. will grow from $13 billion in 2009 to $26 billion by the year (Search Engine Land December 23, 2009)

7 Internet Growth Continues Number of People who Go Online Increasing 80% of US/Canadians compared to 75% and 71% (Harris Interactive Poll December 24, 2009) Hours People Spend Online is Increasing 13 hours per week compared to 14, 11, 9 in years past

8 Yellow Pages Online Yellowpages.com (AT&T) Reach:.14% Superpages.com (Idearc) Reach:.11% Dexknows.com (R.H. Donnelly) Reach:.03% (2.8mm/day) (915k/day) (144k/day)

9 Yellow Page Sites v. Search Engines Google.com Reach: 42.76% Yellowpages.com Reach:.14% Superpages.com Reach:.11% Dexknows.com Reach:.03% (118mm/day)

10 Search Engine Market Share 65% - 70% of Daily Visitors Use a Search Engine Google 65.6% Yahoo 17.5% Bing (MSN) 10.1% Ask 3.9% AOL 2.9% *Comscore December 16, 2009 *Bing Launched May 30, 2009

11 Case Study BusRates.com Launched in 2004 Now has over 930 operators posted Now averaging more than 120k groups travel planners visiting site per month Request s for quotes more than 190/day Entered into partnership with NTA in 2009 Link to NTA Tour operators

12 BusRates.com Features Free Directory No broker fees DOT/FMSCA safety rating info including proper authority and insurance Customer ratings and reviews

13 BusRates.com International Top 7 Countries U.S. 593K Canada 95K UK 3.9K India 1.8K Singapore 1.7K Australia 1.7K Germany 1.2K

14 BusRates.com International Top 7 Searched Cities New York Washington Philadelphia Los Angeles Toronto Chicago Boston

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16 Paid Search is Becoming Crowded The more advertisers, the more expensive the advertising since people are bidding for placement. In 2004, 50 cents per click got you 1st place out of 5 advertisers. Today, 50 cents puts you 20 th out of 40 advertisers. $3+ for 1 st place. As PPC rates increase, the trend is for advertisers to become more precise in targeting the best keywords.

17 Paid Google Ads are Clicked Less and Less

18 CTR Comparison Click-through on ads is lower on Google than other search engines a likely testament to higher-quality organic results. *Released December 12, 2009 by Chitka Research

19 Exposure from Search Engines More than 60% of people do not go past the 1st page of search results. More than 90% don t go past page 3. (They end up refining their search instead.) Organic search accounts for 80 percent of search engine traffic, moving up in search results through organic efforts can take as long as a year. With paid search, the results are nearly instantaneous. Paid search accounts for less than 20 percent of overall search engine traffic. (Paid search results show up as sponsored links in Google.) *Prairie Business Magazine December 7, 2009

20 5 Essentials to Web Advertising 1. A search engine-friendly website with proper meta tags, labels, keywords. 110 of 907 (12.1%) bus companies listed on BusRates.com do not have a website. (2 years ago it was 18%) 393 of 907 (43.3%) bus companies do not have professional domains like john@smithcharters.com and still have s like smithcharters@aol.com. (2 years ago it was 57%) 2. Free submission to Google Local/Google Maps (as well as Yahoo and Bing)

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22 Essentials to Web Advertising 1. Search engine-friendly website with proper meta tags, labels, keywords. 110 of 907 (12.1%) bus companies listed on BusRates.com do not have a website. (2 years ago it was 18%) 393 of 907 (43.3%) bus companies do not have professional domains. (78 have AOL 8.6%) (2 years ago it was 57%) 2. Free submission to Google Local/Google Maps (Yahoo, Bing also) 3. Build links to your website

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25 3 Great Tools Statbrain.com provides traffic estimates for websites. Alexa.com provides traffic reach and rank The Google Tool bar provides a PageRank value from 0 to 10.

26 Google PageRank (PR) Value

27 Essentials to Web Advertising 1. Search engine-friendly website with proper meta tags, labels, keywords. 110 of 907 (12.1%) bus companies listed on BusRates.com do not have a website. (2 years ago it was 18%) 393 of 907 (43.3%) bus companies do not have professional domains. (78 have AOL 8.6%) (2 years ago it was 57%) 2. Free submission to Google Local/Google Maps (Yahoo, Bing also) 3. Build links to your website 4. Search engine pay-per-click campaign

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29 Essentials to Web Advertising 1. Search engine-friendly website with proper meta tags, labels, keywords 110 of 907 (12.1%) bus companies listed on BusRates.com do not have a website. (2 years ago it was 18%) 393 of 907 (43.3%) bus companies do not have professional domains. (78 have AOL 8.6%) (2 years ago it was 57%) 2. Free submission to Google Local/Google Maps (Yahoo and Bing too) 3. Build links to your website 4. Search engine PPC campaign 5. Free traffic tracking service with Google Analytics or other tracking service

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31 Call Tracking Services Call tracking services offer 866 numbers that you place on your advertising that forward calls to your main line. Will tell you which ads deliver you the most calls Provides caller ID information Records your inbound calls for sales training Kall8.com offers numbers for $2/mo and 7 cents per minute

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33 A Tool for Improving Sales by Phone Many online services enable you to record sales calls for training. Enable your salesperson or manager to listen to the call afterward to see what he or she could have done better. Successful calls can be saved as a file and used to train new staff. Cogi.com offers this service for $30/mo

34 Tips for Avoiding Online Advertising Pitfalls Advertise Directly with the Website You Are Interested in, not Through a Broker Make sure a Click is Defined as an Actual Visit to your Website, not to their Internal Page Avoid Advertising Networks

35 .Thank you! Questions???