Drive-Thru 2008: Online Marketing Essentials Presentation Summary

1. Customers are using the internet to search for solutions, products and services.

a. 80% of internet traffic begins at the search engines.
b. 68% of the search market share belongs to Google.
c. Website pages need to be optimized so they can be picked up by Google and displayed in the search results. Optimization involves page Meta Data, text on the site pages and back links to your site.
d. Sponsored search (pay-per-click) provides geographical targeting of ads, content targeted ads and 100% control of the ad message.

2. Customers compare information from multiple locations.

a. Company and competitors websites.
b. Independent product/services review websites. Ex. Cruise Critic or Consumer Reports
c. Blogs
d. Price Brokers. Ex: Travelocity or Hotel.com

3. Customers love video…a lot.

a. 73.7 percent of the total U.S. Internet audience viewed online video in March 2008.
b. 139 million U.S. Internet users watched an average of 83 videos per viewer in March 2008.

4. Once customers find the information they are looking for, they don’t want to have to search for it again.

a. 36% of internet users say they have a customizable web page, such as iGoogle or My Yahoo.
b. Subscribe to eNewsletters or email alerts
c. Use aggregators such as iGoogle to receive RSS feeds for news and information in a single place. Information that can educate and influence purchase.

5. Customers have cell phones and are texting (SMS).

a. 84 % of Americans have cell phones.
b. 74% of all mobile phone users are active SMS (Text) users.

6. Customer trust their friends and family when it comes to purchase advise.

a. Consumers trusted recommendations from consumers 78% more than they did any other forms of advertising.
b. They are using social networks such as Facebook and MySpace to communicate with people they trust and ask for purchase advice.
c. A marketer’s job is to engage with social networks to listen, learn and correct what communities say about your product and services.

Summary: Customers are interacting with the internet at multiple points and with different tools. Customers are seeking information form various channels to help them make the best purchase decision. Not one single channel provides all the information the customer is looking for in order to purchase. Loop Consulting Group helps marketers determine which channels need to be developed in order to achieve effective integrated multiple-channel marketing communications focused on increasing sales and brand awareness.


Online Communications Tools Map

This is a great visual model of the conduits to conversation. As marketers, we should be aware that our clients are engaging with all of these tools on and offline to communicate with friends, research products and services and much more. These tools shape the way we interact, how we interact with others and how new information is organized. Brian Solis, Principal of FutureWorks, explain he's map like this "The conversation map is a living, breathing representation of Social Media and will evolve as services and conversation channels emerge, fuse, and dissipate."

Marcos J. Menendez

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