Rajiv Parikh, CEO, Position2, Inc RParikh@Position2.com
800-725-5507 www.Position2.com
12 months ago Need Need
Search Search
Consider Consider
Buy Buy
Today Need Need
Search Search
Consider Consider
Buy Buy
How do you keep your customer engaged at every touchpoint of the buying process?
Surround & Intent Marketing 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 Solutions to Common Marketing Challenges in Online Brand Management & Customer Acquisition
Brand DefenderTM • 24x7 brand reputation tracking and management system Brand Touchpoint ManagerTM • Manages customer interactions across multiple online channels PR MaximizerTM • Optimizes press releases for maximum ROI and coverage Website CalibratorTM •39-point diagnostic website audit for search & marketing effectiveness
Performance LeadsTM • Leads from search & display channels optimized for price, volume & quality Social LeadsTM • Leads from social & display channels optimized for price, volume & quality Trial CalibratorTM • Calibrates online acquisition parameters for new programs Organic Rank OptimizerTM • Optimizes & tracks your website for organic leads or lead-driven goals
Brands masked, and data indexed All examples during 2008 & 2009 1.Laptop manufacturer 2.Online travel/vacation service 3.Financial services
4.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
Brand Touchpoint Manager
Performance Leads
Social Leads
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
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
Brand Defender
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Rapid-response system was set up to (a) deal with negative comments in real time, and (b) highlight positive comments
Performance Leads
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Focused budgets on a newly generated set of keywords associated with higher value conversion probability
Website Calibrator
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Re-architected site based on high margin contributors
Direct Web Traffic: +164% SE Web Traffic: +750% Leads: +368% Cost per lead: -62%
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
Brand Defender
Strategically addressed negative comments posted by competitors
Brand Touchpoint Manager
Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers
PR Maximizer
Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels
Performance Leads
Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile.
Web Traffic: +136% Press mentions: +262% Share of voice: +380% Cost per lead: -14%
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
Trial Calibrator
Launched campaigns across email, newsletters, banner, CPA, search, sponsorships
Organic Rank Optimizer
On and off-site optimization for 10 golden keywords
Brand Touchpoint Manager
Engaged with top review and whitepaper sites for product review
Web Traffic: +244%
Leads: +621%
Cost per lead: -74%
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Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process
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Improves the overall productivity of your online marketing
US Toll-Free: +1 (800) 725-5507 RParikh@Position2.com www.Position2.com