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Online Marketing: The Events Industry Edgeworksgroup
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Search Engine Marketing. Social Media Marketing. Email Marketing. Online Advertising ... 85% of 18-24 yr olds rely on search engines ... – PowerPoint PPT presentation
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Title: Online Marketing: The Events Industry Edgeworksgroup
1
Online Marketing The Events IndustryEdgeworksgro
up
04.23.2009
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- Overview
- Online Marketing - The View from 30,000 Feet
- Event-centric Online Marketing - Changes and
Challenges - Internet Marketing The Specifics
- Where Do We Go From Here? Practical Tips
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- The View from 30,000 feet
- Why Market Online?
- Todays Landscape
- Search Engine Marketing
- Social Media Marketing
- Email Marketing
- Online Advertising
- Web Analytics
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- Why Market Online?
- Research
- 9 out of 10 people use search engines to find
local businesses and events - 85 of 18-24 yr olds rely on search engines
- 67 of over 65 yr olds rely on search engines
(cya Yellowpages) - 78 of people say they use the internet more now
than 2 years ago - 69 said they use Blogs as a source for Reviews
(Social Media) - 76 said they read Reviews on the internet as a
primary source of info - 85 said the quality of a businesses website is
important in gaining trust
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- The Online Marketing Landscape Today
- Search Engine Marketing
- Social Media Marketing Buzz
- Email Marketing Push
- Online Advertising
- Web Analytics
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- Event-centric Online Marketing
Changes and Challenges - How Technology is Changing the Events Industry
- Sample Event Search Volumes, March 2009
- Online Trends in Event Queries
- Local vs. Regional vs. National targeting
- its all local.
- Online Tools
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How Technology is Changing
the Events Industry
- Online Ticket Purchasing
- Instant Reviews lots of information
- Options Galore Broader Searches
- Shorter Entertainment Selection Process
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March 2009 Search Volume, source Google
Search Records
- Things to do this weekend, weekend events,
live show 200,000 searches
- Music Festival
- What to do in
- Events in
- Event Tickets
- 950,000
- 1,000,000
- 1,600,000
- 2,740,000
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Online Trends in Event Queries 6 year trend for
the Search Term
Things to do in
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FAIRS FESTIVALS LIVE MUSIC
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Search Term Buy tickets for
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festivals in Chicago 1.00 live events in
Chicago... 0 live music in Chicago... 0 fairs
in Chicago 0 things to do in Chicago... 63.0
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- Local Search
- Google Local Business Listings
- Yahoo Business Listings
- Geo targeted in the Search Term
- Broad Term expectation for local results
- Tools
- Quantcast.com
- goldStar.com
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- Internet Marketing The Specifics
- SEO Organic/Natural Rankings
- What are SERPs
- New sites (Google Sandbox)
- Web Crawlers/Bots/Spiders
- Keywords
- Search Engine Algorithms
- Content
- Links Community
- Site User Behavior
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- Internet Advertising
- Several Flavors
- Websites
- Banners
- Directories/indexes
- Search Engines
- Sponsored Ads
- Local Business Listings
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- Where Do We Go From Here
- Practical Tips
- Planning - An Integrated Approach
- Execution - Gettin Your Hands Dirty
- Ongoing Activity - Test Test Test
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Planning
- Take an integrated approach
- Budget
- Target Audiences
- Target Geography
- Call(s) to Action
- Understand the buying/search cycle- meet them
where their at.
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Execution
- Google Analytics
- Keyword Density
- Links, press releases, social sites
- Start the email list
- Optimize by the page
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Ongoing Activity
- Measurement Tools
- Google Analytics (free)
- Search ranking reporting (ex. webCEO)
- Keyword Research Tool (wordtracker)
- Google Labs (free)
- Analysis - Traffic, Conversions, ROI
- SEO
- Test Test Test
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Stay In Touch!
- Bruce Lupin, CEO
- bruce_at_edgeworksgroup.com
- 866-888-7313 x703
- Doug Rasch, Search Marketing Manager
- doug_at_edgeworksgroup.com
- 866-888-7313 x 709
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- Links
- http//www.quantcast.com/
- https//www.goldstar.com/signup
- http//www.googlelabs.com/ Lots of free
programs here, some good for business, others are
just fun. This is were Google will often beta
release new programs. - http//www.google.com/analytics/ (the must do
program) - http//www.dmoz.org/ good free link submission
site. - http//www.google.com/local/add/businessCenter
this is where you can get your business posted on
Google maps. - http//listings.local.yahoo.com/csubmit/index.php
this is where you can get your business posted on
Yahoo maps.
