This is part of a lecture that I have conducted with a couple different MBA programs in the LA area.

1. Agenda:
• Digital Integrated Marketing Plan
• Channels, Funnel and Spend
MUCKERLAB
Ecommerce
& Digital
Marketing
• SERP Strategies
• Position, Video, Timing
• Analytics
• Real Estate, Search, Success
• Tools and Resources
• Free & Cheap

2. Integrated Digital Marketing Plan
Channel
Strategy Focus & Tactics
Next Step
Timing
Paid Search & PLA
Transactional marketing. Bottom of the
sales funnel engagement.
Setup Complete
Launch
Marketplaces
Transactional marketing. Bottom of the
sales funnel engagement.
Marketplace approval and
catalog testing
Amazon, Ebay & Early
Adopters
Email
Transactional and Awareness campaigns to
facilitate current and future sales.
200K emails acquired
Fast Follow
SEO Strategy
Transactional marketing. SEM results will
lead us to the correct strategy.
Collect data.
Ongoing
Video Ads
Awareness campaigns. Top of the sales
funnel engagement. SEO/SERP Trap door.
Scripts, product and
production time
2014
Social
Listen and engage consumers looking for
floor liners or unhappy with what they
have.
Cybersquatting
2014
Display Ads &
Remarketing
Awareness campaigns. Top of the sales
funnel engagement.
Product digital asset creation
2014
Comparison
Shopping
Transactional & Awareness marketing.
Bottom of the sales funnel engagement.
Catalog testing
2014
Product digital asset creation
and publisher recruitment
2014
Affiliate Program
Transactional and Awareness campaigns to
facilitate current and future sales.

3. Awareness &
Interest
Interest &
Purchase
Intent
SEO
Display Ads
Comparison Shopping Engines
Video & Video Ads
Email
Marketplaces
Affiliate Marketing
Purchase
Paid Search
Awareness
Social
Sales Funnel
Sales Channels

4. CAMPAIGN TIMING
Digital Marketing Spend – Non PPP
Q1
Q2
Q3
Q4
45%
40%
$687,500
55%
$982,502
50%
30%
$62,500
5%
$162,501
$375,000
30%
$395,001
$125,000
10%
$135,000
PPC
Paid Search and PLA
$70,000
35%
$100,000
50%
Email
$20,000
10%
CSE
$10,000
5%
Display and Video
Budget
$225,000
10%
5%
20%
$200,000
$500,000
$500,000
$1,250,000
$2,450,000
Marketplaces
$50,000
$100,000
$100,000
$250,000
$500,000
Affiliate
$10,000
$20,000
$10,000
$50,000
$90,000
PPP
Strategic
SEO
Social
Total Spend
Primary Campaigns
$50,000
$50,000
$100,000
$10,000
$20,000
$40,000
$30,000
$100,000
$320,000
$640,000
$700,000
$1,580,000
$3,240,000

5. Paid Search Example
Truck or
Car Mats
Floorliners
• High Search Volume
• Less Qualified Traffic
• Low Conversion
• Good Search Volume
• Some Qualified
Traffic
• Average Conversion
Truck or
Chevy
Floorliners
• Low Search Volume
• Qualified Traffic
• Good Conversion
Chevy
Silverado
Floorliners
• Little or No Search
Volume
• Very Qualified Traffic
• Excellent Conversion
Awareness
Awareness &
Interest
Interest &
Purchase
Intent
Purchase

6. SERP
Paid and Organic Mix
Paid:
Text Ad
PLA
Organic:
Page URL
Images
Video Thumb
**Multiple Layouts

7. Paid Search - Relevancy
•
•
•
Higher CTR
Higher Placement by Google
Lower CPC

8. Paid Search – Keyword Insertion
Keyword Wildcards
https://support.google.c
om/adwords/answer/24
54041?hl=en&from=749
96&rd=1

9. SERP – Google+
Google+ Don’t forget it.

10. SERP
PPC – Position 1-3 vs. 4-6
$10,000 Budget Test – Consumer Electronics
1-3
4-6
CTR
1.89%
0.53%
CPC
$1.33
$0.93
Visitors
7,519
10,753
Conv. Rate
2.21%
1.58%
Purchases
166
170
AOV
Revenue
$287.23
$47,680
$263.00
$44,710
Test Targeting Position 4-6
= Cost / Revenue
> Traffic / Awareness

11. ADWORDS
Televised Events - Timing
SUNDAY, FEBRUARY 24
AUTO ACCESSORIES
• NON-PEAK SEASON
• HIGHER SEARCH VOLUME
• LOWER CPC
• HIGHER CTR

12. SERP
Video in the SERP
Video Sitemaps
+
In-file Metadata
Organic Results by Company:
1.
2.
3.
4.
5.
6.
Amazon
Amazon
Kraco
Ebay
Ebay
Ebay
http://www.reelseo.com/add-infile-metadata-video-files/

13. ADWORDS
Video Ads (Awareness)?
Video Ads – YouTube
Text SERP - Google
CTR = 3.13%
CPC = $1.14
Conv. Rate = .04% to .5%
CTR = 1.56%
CPC = $0.85
Conv. Rate = 2.05%
**Video Ad Tests vs. Mature Text Ads

14. MARKET SHARE
Video & Search – 80/20 Rule
Its Google

15. Analytics – 3 Musts
1. Real Estate Analysis
– Evaluate the “hot spots” on the site and the subsequent click
streams. Are they leading to conversion? If not, test with new
content.
2. Search Analysis – Evaluate what people are searching for via the
site’s search engine.
– No results; Customers are asking you questions – are you
answering?
– Paid / Organic Search optimization – Search Results Sitemaps
3. Success Profiles – What is it that converting customers share –
navigation paths, entry points, page views, etc.?

16. ANALYTICS
Understanding Real Estate

17. BRYAN EISENBERG
Tools – Free and Cheap
http://www.websitetestingtools.com/

18. RESOURCES
Publications - Ecommerce Retail
eCommerce and Retail Buyer Personas
Notes
Internet Retailer
Our #1 ecommerce target. Publisher of the Internet Retailer 500 list, Puts on IRCE, IRWD, and other
conferences.
Shop.org Blog
The Big Kahuna of online retail organizations and online branch of National Retail Federation. Sign up for
their newsletters too. Puts on Shop.org Summit and other conferences. Yes, we're a member.
NRF Blog
National Retail Federation blog. They're kind of a big multi-channel deal.
Stores
Flagship publication of the National Retail Federation, publisher of the Stores 100 list. They put on the
NRF BIG show and others. Shop.org is their online branch.
Retail Touchpoints
Multichannel retail publication
Multichannel Merchant
Umbrella site for several multichannel retail publications, including Direct (for email and direct
marketers). Any of their sites are a T1.
Digiday
Where digital content and commerce meet. Hey, that sounds like us!
Get Elastic
Blog by ecommerce provider Elastic Path. Well read and well-subscribed
Demandware Blog
Blog by one of our favorite partners. We'll guest-post here sometimes.
Monetate Blog
Blog by another favorite partner, where we occasionally guest-post as well
Practical eCommerce
Good principles here, but targets mom-and-pop etailers, hence not read by our prospects

19. RESOURCES
Publications - Ecommerce Marketing
Marketer, Interactive Marketer, Agency
Notes
Chief Marketer
Well read by both agency and client-side marketers
Mediapost
High circulation, high credibility. Also publishes OMMA (Online Marketing, Merchandising and
Advertising) and puts on OMMA Awards
eMarketer
eMarketer is the online marketer's #1 source of stat, facts, and infographics. So getting covered here puts us in
front of 57.93% of our target prospects. It's kind of like an analyst firm too.
Website Magazine
Well-read both online and in print. Which is funny when you think about it.
Brandweek/Adweek
The #1 publication for advertising
Clickz
Interactive marketing news
MarketingSherpa

20. RESOURCES
Publications - Ecommerce Video
Online Video, Social, Technical and Specialty
Functional
Notes
Talkwalket.com
Google Alerts
Social Mention – www.socialmention.com
Moment Feed – www.momentfeed.com
Streaming Media
Good to read on the semi-technical side of video, but not influential with buyers. More for video enthusiasts
who geek out on codes.
Onlinevideo.net
Sister publication to Streaming Media. More Marketing-centric but still not widely read by prospects. More
appeal to the DIY video crowd.
ReelSEO
High traffic, but not well read by our prospects (more for DIY-style video marketers). Closely tied to our
competitors, but covers us sometimes too.
Mobile Commerce Daily
Good mobile-focused pub that's covered us sometimes
Mobile Marketer
Similar to Mobile Commerce Daily
Fierce Online Video
Primarily covers video for advertising/media