Carrie Tsai Nov.21 - NTNU · 2012-11-19 · Won 2010 ClickZ Connected Marketing Award for Best Use...

Carrie Tsai

Nov.21.2012

Copyright © 2011, iProspect, Inc. All rights reserved.

Digital Performance on a Global Scale. Digital Performance on a Global Scale.

AGENDA

1. 我們如何相遇

- To you

- To me

3. 搜尋行銷

– 什麼是搜尋行銷

– 需要的人才及公司

4. iProspect 安布思沛行銷公司



Carrie Tsai 蔡秀麗

General Manager for iProspect Taiwan

• 現任安布思行銷總經理

• 學歷

• 輔仁大學大眾傳播學系學士

• 經歷

10年國際大型外商廣告公司服務經驗及8年數位行銷經驗

• 知世.安索帕(wwwins isobar)資深副總

• 安捷達(Agenda)數位行銷總監

• 2009 ,2011輔仁大學廣告系助理教授

• 曾受邀工研院，功典數位行銷研討會，Nissan汽車，輔仁大學，元

智大學，師範大學，中小企業，學學文創，動腦講座，美強生， 3M

，青創會，中華電信，藝術大學….等演講。

• 曾擔任廣告雜誌長期數位行銷專欄作家，第五屆金手指評審及34屆

時報華文廣告評審

• 品牌服務經驗

• 可口可樂、嬌生、中華電信、中國信託、家樂福、花旗銀行、奇美

、軒尼詩、富達、康健人壽...等


Digital Performance on a Global Scale.


茫茫人海如何相遇


目標

專業相關

共通的潛質

能力

態度興趣

TO ME


如何讓自己準備好

如何讓自己準備好


優化你自己



什麼是搜尋行銷

以搜尋為中心的匯流時代



數位內容時代的來臨

COMMUNITY

THE CONNECTED CULTURE(聯結的文化)

COMMERCE

CONTENT SPACES

CONNECTED CULTURES


消費者旅程的變化(ZMOT)



AEP MODEL


SEARCH 搜尋

Community/Social 社群

Interaction 互動


THE FUTURE MARKETING

Search Centric & Community Driven 以搜尋與社群為中心的未來行銷式




搜尋行銷的策略思考



搜尋行銷的表象及實象 video



Your site



SEM =SEARCH ENGINE MARKETING 搜尋引擎優化+關鍵字廣告


PAID SEARCH (PPC) 關鍵字購買

有效的利用出價,針對準備好的消費者做溝通

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Using the right keywords with the right message and bidding the correct price to maximize positioning, click-through, and conversion


進行網站優化,提高與關鍵字之關聯度,幫助品牌在自然搜尋中提高排名增加能見度

搜尋引擎優化(SEO)

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Improving the visibility of websites & digital assets within the natural search engine results for keywords that are core to our clients’ business.

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It’s not just about the services…It’s about the

Strategy 搜尋行銷不單單是一種服務它是種策略


搜尋經濟: 關鍵字與流量的價值


• 源由 • 需求 • 購買流量 • 主要關鍵字的市場均值 • 有效率的購買流量 • 排名有可能幫助點閱



人才需求


ROLE & RESPONSIBILITY FOR DIFFERENT DIVISION

Client Service

Paid search

SEO

Data & Technology

溝通價值傳達價值創造價值


產業公司

Performance marketing

Yahoo & Google經銷商

Digital agency

Media Agency



ABOUT IPROSPECT 安布思沛


WHERE WE COME FROM – WE ARE PART OF AEGIS MEDIA


full service media transforming communications

full service media start from a different place

creative + content bringing people and brands together like never before

performance media everything that can be clicked and measured

out of home physical presence to physical experience



A TRUE GLOBAL NETWORK

In-country expertise and local experience: driving results worldwide

Founded in 1996 in Boston

Part of the global Aegis network since 2004

50 offices worldwide across 38 countries

Currently ~ 1,300+ employees strong

ARGENTINA AUSTRALIA AUSTRIA BELGIUM BRAZIL CANADA CHINA COLUMBIA DENMARK DUBAI FINLAND FRANCE GERMANY

HONG KONG HUNGARY INDIA IRELAND ITALY JAPAN MALAYSIA MEXICO NETHERLANDS NEW ZEALAND NORWAY PHILIPPINES PORTUGAL

RUSSIA SINGAPORE SOUTH AFRICA SOUTH KOREA SPAIN SWEDEN SWITZERLAND TAIWAN THAILAND TURKEY UNITED KINGDOM UNITED STATES VIETNAM


EXTENSIVE RANGE OF DIGITAL SOLUTIONS

SEO PPC DISPLAY PAID SOCIAL TECHNOLOGY

AFFILIATES LEAD GEN FEEDS MOBILE

CONVERSION & ANALYTICS


IMPORTS AND EXPORTS THROUGH CUSTOM INTERFACES


CSE’s*

*Comparison Shopping Engines

Search Tracking Web Analytics


AWARDED FOR OUR PEOPLE AND EXPERIENCE


Represent more retail clients on the 2010 & 2011 Internet Retailer

Top 500 than any other agency

Won 2010 ClickZ Connected Marketing Award for Best Use

of Search Engine Marketing with our client Reebok

Won 2009 OMMA Award for Online

Advertising Creativity with our client Cole

Haan Named eTail’s 2011 Best of the Best in

Search for Gap, Inc.

Won 2010 the 17th China International Advertising Festival Silver Award for

Best Use of Search Engine Marketing with our client

Nokia

Won 2010 ROI Festival Gold Award for Best Use of Search Engine Marketing with our

client Nokia

Awarded 2010 Googlies Award for

Promotional Campaign Of The

Year Campaign Asia Pacific Agency of the Year 2010; Runner-Up in Specialist Agency of the Year (Greater China)

Yahoo! Hong Kong Big Idea Chair Award 2010; Best Use of Keyword for Nokia X6 Campaign

#1 Search Marketing Agency of the Year; Marketing Magazine's Agency of the Year Awards 2010

Malaysia Media Awards 2010, Silver for Best Use of Digital Search for Client BMW Malaysia



KPI

Strategy

Report & Analysis optimization

Learning

integration

Video

決勝搜尋行銷的五大關鍵

CROSS BRAND STRATEGY

We learn together! We play together ! We work together !

X = New Value

CO-BRAND SEMINAR WITH LEADING DIGITAL MAGAZINE ON 10/3-10/4

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歡迎大家投入搜尋行業!!!

Carrie Tsai Nov.21 - NTNU · 2012-11-19 · Won 2010 ClickZ Connected Marketing Award for Best Use...

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Transcript of Carrie Tsai Nov.21 - NTNU · 2012-11-19 · Won 2010 ClickZ Connected Marketing Award for Best Use...