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Steak on Digital Branding - IMRG event

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Digital doesn't get its fair share of brand budget when compared to other marketing channels. …

Digital doesn't get its fair share of brand budget when compared to other marketing channels.

Is this because

Published in: Technology

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Transcript

  • 1. How to build your brand online
    Alastair Boyle
    Kate Hussey
  • 2. AGENDA
    Branding works
    Redefine success
    Be channel agnostic
  • 3. WE
    DIRECT RESPONSE
  • 4. Annual U.S. Measured Media Spend:
    $186 Billion
    $118 B (63%)
    Branding
    Online as Percent of Total
    5%
    $68 B (37%)
    30%
    Direct
    Response
  • 5. Brand is still the opportunity
    *PWC/IAB/OMD estimates
  • 6. 1. BRANDING WORKS
  • 7.
  • 8.
  • 9.
    • Explicit memory – Rationalisation, reasoning, logic etc..
    • 10. Implicit memory – heuristics, intuitive, associative etc..
    Explicit
    Memory
    Implicit
    Memory
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Specsavers Lynx Spoof Ad
  • 17.
  • 18. 2. REDEFINE SUCCESS
  • 19. “Not everything that can be counted counts, and not everything that counts can be counted.”
  • 20.
  • 21. Cookie deletion: 24% in 2009 in UK
  • 22. In 2010, 67% of UK Adults own more than
    one connected device
  • 23. SO WHAT CAN WE MEASURE?
    Inbound links
    # of Recommendations
    Brand recall
    Share of voice
    Online sentiment
    Brand awareness
    Dwell time
    Engagement rate
    Propensity to purchase
    Participation rate
    Cost per engagement
    Brand affinity
    Cost per fan
    Cost per video play
    Message association
    Cost per mention
    % of completed video plays
    Sharing rate
    Brand favourability
    Product values
    Frequency
    Reach
  • 24. …AND WHAT SHOULD WE MEASURE?
    Discuss and agree on what success really means
    Choose a maximum of 3 KPIs
    Stick to them
  • 25.
  • 26.
  • 27. 3. BE CHANNEL AGNOSTIC
  • 28.
  • 29. IN SUMMARY
    Branding works….
    But online doesn’t get its fair share of brand budget, because we’re obsessed with DR metrics.
    So we need to redefine success for brand campaigns
    And plan for results, not for channels
  • 30. Thank you
    62-70 Shorts Gardens
    London, WC2H 9AH
    +44 (0)20 7420 3500
    www.steakdigital.co.uk