Increasing Margins Through Cost-Effective and Scalable Digital Marketing SolutionsYour Extended Digital Marketing TeamJanuary 2011

• State our POV on industry landscape with implications• Present product offering• Present our credentials and fit• Outline how we will work with you

Document Outline

POV on Industry Landscape

More elements in paid search Local search gaining

prominence – key factor for Google’s increasing desire to

be a destination page Growth of Facebook &

LinkedIn Explosion of Mobile ads Continued growth of

behavioral marketing (email)

Our POV on Digital Marketing..2011 Trends..

Consumers are increasingly turning to internet to look for local business information

Source: Local Search Study Results at SMX East By Matt McGee on Oct 10, 2010

“Local search” is among the fastest growing internet media

Finally, social media usage is on an increase across all consumer segments.

Source: Harris Interactive, 2010

• Ever growing pressure to keep pace with this frenetic growth & changing digital space– Can you keep pace with Google & Bing?– How about new networks and devices?

• More sophisticated client – Looking under the hood– Questioning every piece of data (not to mention suggesting bid

changes )– Threat of taking in-house

• More time spent on fire-fighting– Less time on strategy– Less client face time

• Eroding margins– Highly competitive marketplace– Economic uncertainty

What this means to you..

What We Offer

© 2010. All rights reserved. DiCon Interactive, Proprietary and Confidential. 8

• Solution:

– Be your extended digital marketing team taking care of operational aspects.

– Cost-effective offering using optimal resources from Chicago and India

– If required, white labeled dedicated staff with your agency’s email ID

• Benefits to you

– Increased margins – Ability to scale quickly– Reduced risk in uncertain economy (no hiring and firing)– Additional savings relating to recruiting & training– More time spent on client strategy (less on fire-fighting)– More client face time– Ability to quickly offer new products and services

Product Offering

How can we help you?

• Operational help across Paid Search, SEO, Social Media Advertising (Facebook, LinkedIn) and Web Analytics

Paid Search SEO

Social Advertisin

g

Web Analytics

Paid Search

End-to-end or a la carte operational support in all elements of Paid Search

Analytics & Insights

Campaign Structure

Keyword Generation

Copy Developme

ntTrafficking

Bid Optimizati

on

Reporting

- Consumer Insights- Competitive Research- Forecasting (regression model)- 3rd party tools, like Adgooroo

- Right mix of product, consumer, keyword type (brand, generic) and other types of ad groups

- Develop ad groups & hierarchy

- Understanding consumer queries

- Keyword expansion, including long tail, misspellings, negative keywords

- 3rd party research tools, like Wordtracker

- Understanding consumer needs- Compare competitors’ copy- Landing page recommendations

- Landing page verification- Potential A/B testing- 3rd party campaign

management tools, like Acquisio

- Automated vs. Manual bidding

- Budget monitoring

- Day, week, month, quarter, YTD budgets

- Estimated vs. Actual- Performance insights- Test results- Executive dashboards

Search Engine Optimization

End-to-end or a la carte operational support in all elements of SEO

Traffic & Rankings Analysis

Keyword Research

On-Site SEOOff-site Promotion

Reporting

- Competitor site analysis- On-page & off-site analytics

- Identify top keywords by volume and relevance

- Map keywords to relevant pages

- Meta-tags, content recommendations

- Indexation, sitemap- Graphics & image labeling- Site design & architecture

recommendations

- Social Bookmarking- Directory Listings- Blog posting- Article submission- One-way Link building

- SERP, traffic, ranking

Social Media Advertising

Connect with audiences beyond the search engines

- Identify demographics / psychographics of different sets of audiences

- Relevant messaging for each audience set

- Schedule and launch multiple campaigns

- Monitor campaigns and adjust bids as necessary

- Derive insights from campaign reports

- Revise campaign strategy, optimize targeting, messaging based on reports

Audience Research

Message Creation &

Testing

Campaign Trafficking

Bid Managemen

t

Conversion Tracking & Reporting

Optimization

Web Analytics

Inform & improve SEO, PPC & Social Media campaigns through analysis & forecasting

- Identify performance metrics & variables

- On-site analysis- Click-path analysis- Consumer lifecycle

analysis- Modeling traffic, ranks &

ROI

- A/B testing- Multivariate analysis

Goal Setting

Analysis & Forecasting

Testing

Reporting

- Using 3rd party analytics tools, for ex. Google Analytics

OUR CREDENTIALS

Who Are We

• DiCon is a digital marketing services firm serving agency customers

• We offer outsourcing services to our agency partners in the areas of – Paid Search– SEO– Social Media Advertising, and – Web analytics

• Our relentless focus on quality is enabled by:– Well defined processes– Highly trained specialists teams (reporting, campaign build,

etc.)– Dedicated quality control team and compliance– Propriety apps in the areas of Project Management and Quality

Control

• Our well-rounded team with years of experience from consulting, direct marketing and digital advertising develops out-of-the-box, practical and result-oriented digital campaign ideas.

Why Us? – Process Focus

• Process, process, process– General operations manual covers every area where we support

you– Custom design operations manual for every client– Dedicated QC and Process Improvement constantly refine

processes

Why Us? – Specialist Approach

• Specialist teams with in-depth knowledge – Skilled specialists (e.g.,

keyword development, copy creation, bid management)

– Stringent recruiting process – engineers (analytical skills), MBA (project management and communication skills) or mass communication (creative skills)

• Well-developed training program

• More than 100 years of combined internet marketing experience

• Refined campaign management process developed over 1000’s of client campaigns

Client Relationship

Manager

Project Manager

Campaign Structure

Keyword Developme

nt

Copy / Content Creation

Trafficking

Reporting

Analytics

On-page Optimizatio

n

Off Page Optimizatio

n

Paid SEO SM

X X

X X

X X X

X X

X X X

X X X

X

X X

Teams of Specialist

s

Why Us? – Technology

• Technology– Platform and application agnostic – Ability to quickly learn tools used by client– Proprietary Project Management tool in development– QC apps

How We Work With You

How we work with you?

Account Manager

Account Manager

Account Manager

Account Manager

Agency Teams

Client Relationship

Manager

Project Manager

Campaign Structure

Keyword Developme

nt

Copy / Content Creation

Trafficking

Reporting

Analytics

On-page Optimizatio

n

Off Page Oprimizatio

n

Paid SEO SM

X X

X X

X X X

X X

X X X

X X X

X

X X

Teams of Specialist

s• Assigned project / client service manager – typically with a Master’s degree , domain experience and management expertise

• Interacts with our team of skilled specialists

How we work with you?

Use project management tool to assign and take tasks Keep updated on status Post deliverables Pose questions

Quality Control and Process Improvement team constantly monitors to ensure quality of deliverables

Weekly reports & status calls with leadership team Quarterly review of

What worked? What can we improve?