Hello there.. I am going for an interview on Wednesday of this week and I have been given a task to do before the meeting.. I am not trying to get anybody to do this for me as I have had a bash at this.. I was hoping for some suggestions "outside the box!" and I know this place is good for this kind of thing... My background is e-mail campaigns and selling banner space on websites so Search Engine Marketing is not my forte however this job is going to include some of it... Any help is appreciated - And as I really need the help I am going to give a free domain name to the person that comes up with the best idea!!!!!!!!!!!! :
I am not sure whether I have understood your requirements You want somebody to prepare a presentation on how to get quality traffic for the hotels web site? But what has it got to do with Job Interview Question ?
Hi there and thanks for your interest... I have already done the hard work with regards to the presentation.. I have used goodle ads, yahoo ads and banner adverts on high traffic sites with relevant traffic.. I am looking for other means of obtaining results... The best result will get a domain name for free. Sam
Point1 : I think links embedded in high traffic websites content (e.g popular travel related blog,travel forum) refering about your website work far better than banners, people have become banner blind these days. Point2: Start Pay Per Lead, Pay Per Sale Affiliate program for your website Point3: Banner advertisement on local tv channels If you can share your presentation I may be able to provide more suggestions
I can't tell you what to say because you are or should be aware of your companies stance in such a situation. So as I am unfamiliar with your company I can't offer a valid solution, what I can offer is somethings you should ask yourself in correlation with what is expected of you from the prospective client. Ask yourself these questions, then move forward with your answer to the customers needs: 1. Are you judged purely on your media spends average results, or does management want to know every dollar is delivering a specific return on investment (ROI)? 3. Does your company strive to hit volume goals or growth objectives, in otherwords, is it willing to trade efficiency in some campaign segments to get a larger scale campaign, so long as overall results are balanced by sufficiently high ROI campaign segments? 4. Do you run other media that perform significantly worse than your PPC SEM campaign? If so, SEM may actually already be subsidizing other media and could use an increased media allocation. 4. Is your average ROI objective positive enough so that if some campaign segments perform at a 30 percent variance from the object you're still near breakeven? 5. Can you take into account media touch points that aren't the last ones before purchase/registration, but may contribute to the desired behavior? 6. Can you effectively measure power keywords' price/volume elasticity? Elasticity measurement and prediction are critical to managing a portfolio. If you assume you can get more volume from a campaign by bidding more on power keywords (those with high-volume potential) and your competition wasn't telegraphing its true reserve price in the auction, you can get into a bidding war that results in a low marginal volume increase accompanied by a significant cost spike. This is not a good outcome, and it's very difficult to predict in advance. Just some food for thought, see if that makes the answer any clearer for you.
Reason why I mentioned the above is because your company is testing you not so much on what you do solely for the client, but rather on what you do for a client while fully utilizing and understanding the limits or standards that your company may have in place. When you get down to it, it is all about money and how to capitalize. Show them what you can do for the client to make them happy but with the most effective methods possible while maximizing capital gain.
Only one thing answers this case study and that is strategic partnership. By partnering with big players in the same industry, Britannia will be able to raise its profile. This will also mean that each partners will look out for each other and send (or recommend) customers for eg if they have an overflow. Once this is achieved, you will need to consider affiliate marketing and provide an incentive for other websites to refer people to you. If you choose a car company to refer customers to Britannia, it's not going to benefit the company at all but if you choose an airline company where people are booking flights from, chances are that these people will be looking for hotels too, hence more relevant traffic to Britannia's website. I'm quite sure you have the idea now and you'll be able to brain storm on these ideas - anyway good luck with your interview
Hey Firstly thanks to John and the ITCareer for your helpful advice.. Making strategic partnerships and afilliates seems to be the key.. Thanks for this... Gives me some food for thought..!
Hey this is weird - Do you know them? Please tell me all... I sent you a pm with whose interviewing me... I have done my prep just wanted to add a few extra things which I have not thought of...
Latitude are a great company, I met a couple of their guys at the Online Marketing Show in London last year. With regards to your interview, I notice that the case study you mention specifically states SEM - Which is heavily based around PPC and SEO rather than banner campaigns or partnership/affiliate programs. Not that you should limit your presentation to these aspects, but if you're going to suggest other ways of driving business then you should make sure to justify your recommendations I'd also mention that Latitude are predominantly a SEM agency so if I were you I *would* stick to that route rather than talk about banners/sponsorships, especially as their website states (Personally, I'd think that an affiliate campaign and some strategic partnerships would probably benefit Britannia as much or more than SEM, but that's IMHO) Oh, and bear in mind that I'd be very surprised if someone at Latitude doesn't read DP, so I wouldn't go quoting advice posted here verbatim
Also, make sure you spend some time preparing for I find that whilst the technical aspect of PPC/SEO is something that can be learned given time, finding an employee who can deal with clients professionally and convey the benefits and importance of your service without going completely over their heads with tech-talk and stats is actually pretty hard. What they really want to know, besides that you have the technical competence to do the job, is that you can build up a professional relationship with their clients and fit into their company ethos.
Brilliant stuff! - Point taken about the DP account. I have the basics covered so I guess its going to be up to me to make things as straight forward as possible.. Its a job that I am really interested in and I just wanted to get a few bits of advice with regards to the presentation before my interview.. As I said Search Engine Marketing is not my Forte, project management is...