Case Study: eMarketer
eMarketer is a New York based publisher of Internet and e-business information for marketing, management, IT and financial professionals. Its challenge was to effectively increase its exposure - knowledge of its products and services - to new companies, educational institutions and consultancies that need the information eMarketer provides. eMarketer's ultimate goal was to increase product sales and Web traffic, including the following objectives:
- Expose eMarketer to a larger audience
- Increase quality and quantity of new visits to the site
- Determine what percent of online sales is achieved through search
- Build value for advertisers by increasing page views
- Increase database enrollment and report sales
Oneupweb developed a comprehensive search engine marketing campaign based on eMarketer's site and its business model. The campaign helped eMarketer resolve issues preventing search engines from indexing relevant pages and helped optimize current pages and content. Additionally, Oneupweb counseled eMarketer on how to expand and develop relevant content.
Finally, Oneupweb provided eMarketer with access to proprietary technology, ROI Trax™, that helped identify which keywords were most successful in bringing traffic and furthermore, which keywords were bringing in traffic that converted to sales. With that intelligence, Oneupweb and eMarketer were able to sharpen optimization strategies and develop additional relevant content.
eMarketer's monthly page views have increased by 32 percent and continue to grow. Furthermore, since eMarketer has been working with Oneupweb, its number of "top ten" placements across 13 search engines has risen 860 percent with total "top thirty" placements across those engines rising 630 percent.
eMarketer has also been able to determine that, on average, roughly 16 percent of total monthly online sales can be attributed to search. With Oneupweb's in-depth ROI Trax reporting, it established that Google is the primary source for customers purchasing via its web site.