eBrains Outlook

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eBrains Outlook
Bringing Your Brand Online A View of The
Evolving Online Space and Potential Strategies
Tactics Virginia Tourism Summit April 21, 2009
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Guiding Knowledge For Online
Clicking trumps impressions because its
consumers behaving So long as conversion cost is
effective
Generally, lead generation, email marketing and
search marketing are the highest proven ROIs
online
Mobile marketing will pass email marketing as
the primary interactive communication tool in 5
years
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Outlook For 2009

• For many there will be understandable pressure to
  focus on the most tried and true channels and
  strategies, caused by budget cuts and/or higher
  scrutiny of investments
• Travel advertisers turn to the Internet to fill
  seats, cars, and hotel rooms. Research presented
  to the travel industry by JupiterResearch finds
  94 percent of the sector sees strong return on
  investment in online advertising, versus TV and
  radio (3 percent) and print (3 percent).
• "Almost a third of the money from travel
  marketers spending will be online
• Emily Riley, senior analyst at JupiterResearch.

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Outlook On The Mainstays
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The Online Marketing Path
Traditional Marketing Online
Marketing Funnel

Awareness Interest Desire Conviction Action C
lose
Impressions Clicks Inquiries Visitors
Retention Customer For Life
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What Needs To Be Measured?
Online Metrics
Unique Visitors
Net Conversion
Site
Registration/Permission
MROI RPR
Gross Conversion
Additional
Inquiries
Bookings
Cost Per
Inquiry
Click-Thru Rates
Email
Deliveries
Open Rates
Bounce backs
Unsubscribes/Spam Complaints
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Outlook On Search Marketing
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The Power of Local Search Marketing
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Outlook On Mobile Marketing

• The mobile market is maturing, in usage and in
  demographics

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Outlook On Social Marketing

• Customizable analytics are available it is very
  measurable

Determine Where Discussion is Occurring
Velocity of Topic/Issue Discussion Over Time

• Virtualtization of All Topic Conversations
• Illustrating how and where buzz is spreading
• Each sphere links to actual discussion

Visualization of Buzz Interconnectivity

• Semantic Cloud
• List of searched terms by frequency
• Validate SEO/SEM efforts
• Links to site

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Interactive Mobile
Up to 5 text message offers to be redeemed on
premise delivered in a timed sequence to be
agreed on
Up to 5 text message offers to be redeemed on
premise delivered in a timed sequence to be
agreed on
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Improves Mobile Search performance
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Interactive Mobile Example
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Business Metrics

• 23 increase in shoe sales
• 50 increase in caps
• 40 increase in retail outlets
• But did we make a profit?

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Football Metrics

• 324 Yards Rushing
• 412 Yards Passing
• 6 Touchdowns
• But did we win the game?

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Tourism Metrics

• 59 increase in Web site visits
• 30 increase in ad impressions
• 20 open rates
• 10 spam complaints
• 210 increase in inquiries
• But did anyone come and spend money?

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eBrains Outlook
Bringing Your Brand Online A View of The
Evolving Online Space and Potential Strategies
Tactics Virginia Tourism Summit April 21, 2009