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workshop on the opportunities of digital direct marketing organised by Erik Van Vooren DM Institute

workshop on the opportunities of digital direct marketing organised by Erik Van Vooren DM Institute

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Mike berry idm ghent june 7 2011 copy Mike berry idm ghent june 7 2011 copy Presentation Transcript

  • Seminar: Exploring the opportunities of digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMGhent, June 7 2011 © 2011 Mike Berry Associates
  • The opportunities of digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMGhent, June 7 2011
  • Hello! I‟m Mike...• Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann, Head of Digital EMEA for Jack Morton (Interpublic)• In digital marketing since 1995 (ish)• Worked with brands in B2C, B2B, Charities• Integrated marketing background• Professor of Digital Marketing, Hult Business School• Fellow, Trainer and Consultant for IDM ©2011 Mike Berry Associates
  • A consultant“Borrows your watch, tells you the time, then sends you an invoice.” ©2011 Mike Berry Associates
  • Brands I have worked with. ©2011 Mike Berry Associates
  • What about you? ©2011 Mike Berry Associates
  • What about you? <with a twist>• Name, company and why are you here?• What Digital Marketing have you done?• What areas of digital marketing would you like to know more about?• What‟s your favourite website? Why? ?©2011 Mike Berry Associates
  • Timetable for today09.00 Start: Session 111.00 Coffee11.15 Session 212.30 Lunch14.00 Session 315.15 Coffee15.30 Session 417.00 Close ©2011 Mike Berry Associates
  • About today• YOU WILL GET THE SLIDES• Only a day• Overview of big (and growing) range of activities• Plenty of content• Share stuff• Ask questions• Challenge• Enjoy! ©2011 Mike Berry Associates
  • The digital marketing toolbox
  • The world is changing... ©2011 Mike Berry Associates
  • The world is changing...“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it‟s the people who are taking control.” Rupert Murdoch, Wired magazine ©2011 Mike Berry Associates
  • The world is changing...“ Less than a decade ago, people described the act of „going online‟ as venturing into some foreign realm called „cyberspace‟. But that metaphor no longer applies. Facebook, Twitter, Flickr and all the other newcomers aren‟t places to go, but things to do, ways to express yourself, means to connect with others and extend your own horizons. Cyberspace was somewhere else. The Web is where we live.” Source: Newsweek ©2011 Mike Berry Associates
  • Trying to keep up with digital is a bit like this... ©2011 Mike Berry Associates
  • “As we know, there are known knowns. There are things we know we know.We also know there are known unknowns. That is to say we know there are some things we do not know.But there are also unknown unknowns, the ones we don‟t know we don‟t know.” Donald Rumsfeld, former US Secretary of Defense , at Press Briefing February 12, 2002 after Confucius ©2011 Mike Berry Associates
  • JargonInteractive New mediaE-marketing Online DIGITAL ©2011 Mike Berry Associates
  • JargonIt doesnt really matterwhat we call it- it‟show we think andwhat we do... ©2011 Mike Berry Associates
  • Today• How digital has changed marketing• Online Display• Search• Social Media• Email• Affiliates, Viral, Mobile• A look ahead: the next big things• Summary ©2011 Mike Berry Associates
  • It‟s about knowing your customers • How old are they? • How much money do they have? • Where do they live? • What do they like doing? • How do they relax? • What drives them? • What do they aspire to?
  • But how?
  • We can guess...
  • Or we can find out!• Data may be your organisations biggest asset• Sales/ transactions• Enquiries• Customer service• Web analytics (clickstream, site stats +++)• Ask them• On-site surveys!
  • “Data Is The New Oil” Clive Humby: Founder, dunnhumby
  • All data can help; in the right hands Customer/ prospect Web Analytics data data DM agency Online team Database Agency Digital agency comScore/ Hitwise/ Alexa IT Google Customer Services (Facebook?) Sales Finance
  • Let‟s drill down...CUSTOMER DATA• Personal• About identified individuals• About real behaviourWEB ANALYTICS DATA• Aggregated• Anonymous• About real behaviour
  • The opportunity+ =
  • Data is the key“How much value lies untapped in existing corporate and public data streams? My guess is a lot. How many companies are truly joining up their data to extract and interpret the kind of intangible insight that has real tangible value? My guess is very few. That, to me, has opportunity written all over it.”<Neil Perkin: Predicting The Unpredictablehttp://neilperkin.typepad.com/only_dead_fish>
  • How digital haschanged marketing ©2011 Mike Berry Associates
  • What is marketing?• Bringing buyers and sellers together• Meeting customer needs; profitably• Combination of: product, price, place and promotion (Kotler) ©2011 Mike Berry Associates
  • Marketing communications• Delivering the right message• Via the right channel• To the right individual• At the right timeEASY, huh? ©2011 Mike Berry Associates
  • What is digital marketing?• Electronic communications• Reaching consumers/ business purchasers via a screen, interactively• Internet marketing (via desktop PC, Mac, iPad, Mobile device)• “What digital marketers do...” ©2011 Mike Berry Associates
  • Planning Digital MarketingUnderstanding the growing range of digital tools and employing them appropriately to enhance every brand communication ©2011 Mike Berry Associates
  • Planning Digital MarketingUnderstanding the growing range of digital tools and employing them appropriately to enhance every brand communication Website Design and Build/ Usability PPC Mobile Web Analytics E-mail Marketing Social Media Viral marketing Affiliate SEO Marketing podcasts Virtual Worlds Blogs ©2011 Mike Berry Associates
  • It‟s all new!„Old‟ Media:• Posters (ancient Egyptians, Greeks, Romans)• Newspapers (1830s)• Commercial Radio launched (1920 US;1973 UK)• Commercial TV launched (1941 US;1955 UK) ©2011 Mike Berry Associates
  • It‟s all new!• Google• Twitter• iPod• Microsoft• Facebook ©2011 Mike Berry Associates
  • When were they launched?• Microsoft launched 1978• Google launched 1998• iPod launched 2001• Facebook launched 2004• Twitter launched 2006 ©2011 Mike Berry Associates
  • We‟ve come a long way... http://www.youtube.com/watch?v=gCMzjJjuxQI ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • We‟ve come a long way... ©2011 Mike Berry Associates
  • We‟ve come a long way... ©2011 Mike Berry Associates
  • Changing everything. Again and again.
  • There‟s further to go...
  • There‟s no going back... ©2011 Mike Berry Associates
  • The internet has changed everything... ©2011 Mike Berry Associates
  • ? hours in the day... ©2011 Mike Berry Associates
  • We‟re all multi-tasking...Two and three screeners (Laptop, TV, Phone/iPad) ©2011 Mike Berry Associates
  • Heineken „dual screen‟ game• Heineken StarPlayer: live football game that lets fans watch UEFA Champions League matches on TV whilst playing it in real-time on a computer, iPhone or iPod touch• „Dual screen‟ digital initiative transforms TV watching into a social interactive experience for football fans. The game taps into competitive banter of the fans by creating a live TV game experience that can be played from wherever they are watching the game• Overlay to live football matches, first global example of a social media gaming platform. Fans watch the football on TV while playing StarPlayer in real-time, anticipating events on the pitch live and making decisions on what will happen in next few seconds• „Dual screen‟ technology involves time-dependent decisions on play
  • Heineken „dual screen‟ game• To score points, fans anticipate what will happen at key moments such as corners, free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the next 30 seconds. With every correct forecast, fans gain points. Through the „Interactive Champions League‟, they can also compete and share with their friends via Facebook and with other players around the world. “StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and enjoying the matches. For Heineken to be able to bring the excitement and competition of these premium matches to the actual fingertips of the fans through the cutting edge „dual screen‟ technology of Star Player really showcases our commitment to providing extraordinary innovative experiences for fans.” Floris Cobelens, Global Head of Digital, Heineken
  • Heineken „dual screen‟ game• Leverages sponsorship• Recognises most football is viewed on TV by lone males• Adds a real-time „social‟ element• Heavily branded
  • How would we live without the internet? • Buying a new house • Buying a new car • Choosing and booking a holiday • Sourcing a new supplier at work • Preparing for a meeting with a new contact • Choosing a training course • ??? ©2011 Mike Berry Associates
  • Words of wisdom “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin ©2011 Mike Berry Associates
  • Traditionally... ©2011 Mike Berry Associates
  • The internet has changed the world ©2011 Mike Berry Associates
  • The world is changing... ©2011 Mike Berry Associates
  • The world is changing... ©2011 Mike Berry Associates
  • ...but some things stay the same “You can‟t bore people into buying.” - David Ogilvy ©2011 Mike Berry Associates
  • From the days of „Mad Men‟“The consumer is not a moron. She is your wife.” - David Ogilvy David Ogilvy, , 1963 ©2011 Mike Berry Associates
  • To paraphrase...The buyer is not an automaton.... ©2011 Mike Berry Associates
  • The buyer is not an automaton.....(s)he is a human being ©2011 Mike Berry Associates
  • Individual Company Exercise• What kinds of digital marketing does your organisation do?• How is Digital marketing planned, implemented and measured in your organisation? Who is responsible for each of these activities?• How well is digital integrated with offline?• What could be done better? ©2011 Mike Berry Associates
  • The digital marketing toolbox• Online display• Search• Social Media• Affiliates• Viral• Email• Mobile ©2011 Mike Berry Associates
  • OnlineDisplay ©2011 Mike Berry Associates
  • Online DISPLAY ads• Permission? • Or INTERRUPTIVE?
  • Online Advertising: interruptive or permission-based?• Surprise the user• Grab their attentionOR: ©2011 Mike Berry Associates
  • Online Advertising: interruptive or permission-based?• Surprise the user• Grab their attentionOR:• Ask permission• Invite engagement? ©2011 Mike Berry Associates
  • Cost per engagement?• “In general, the industry suffers from the emphasis on click- through rate. I feel very confident based on results that were seeing, especially when friends are recommending to friends. Research shows that, on average, people are 68% more likely to remember seeing the ad if their friend has recommended it and twice as likely to remember the message of the ad. (Nielsen). To Carolyn Everson us, whats more powerful than VP-global sales, Facebook click-through is, “Are people April 2011 paying attention to the message and remembering it?” ”
  • Online display• The most like traditional press advertising• Banners like strip on a newspaper magazine page• Debate: interruptive formats vs. permission• Stunning effects rapidly get boring/ annoying• Just because it can be done doesnt mean its right for your brand• TEST but also apply judgement ©2011 Mike Berry Associates
  • How online display advertising works <source: nma.co.uk>
  • How adserving works The ad serving system looks 1 2 for an appropriate ad based on all the ad schedules it holdsUser goes to a site. The siteloads,Page needs an advert to beplaced on it Delivery & Tracking Publisher Ad URL Server Publisher Ad Statistics AD Servers Database ROI Reporting User 3 Once the ad is chosen it is served, and a record kept of this.
  • Basic online advertising formats ©2011 Mike Berry Associates
  • (300 x 250) MPU • Homepage auto-play • 30p CpC • 10m impressions per day ©2011 Mike Berry Associates
  • 728 x 90 Leaderboard ©2011 Mike Berry Associates
  • (160 x 600) Super Skyscraper ©2011 Mike Berry Associates
  • Push-down Leaderboard (CpR) Expands in size from 728x90 pixels to 728x350 ©2011 Mike Berry Associates
  • L-shaped banner ©2011 Mike Berry Associates
  • Standard Expandable ©2011 Mike Berry Associates
  • Expandable©2011 Mike Berry Associates
  • Homepage takeover ©2011 Mike Berry Associates
  • Shake them up!http://www.youtube.com/wariolandshakeit2008
  • Surprises can be good…http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html
  • And of course……Facebook http://www.facebook.com/adsmarketing/ |
  • Trading: Calculating estimated CpAs for CPM campaigns• Information you need  CPM Rate  Click Through Rate (CTR)  Conversion rate from „Click‟ to „Action‟ ©2011 Mike Berry Associates
  • Trading: Buying models• Cost per Thousand (CPM) • The classic media buying currency • Rewards media owner purely on their audience size and composition• Cost per Click (CpC) • Search marketing, directories & comparison site listings • Rewards media owner for response, not reach ©2011 Mike Berry Associates
  • Trading: Buying models• Cost per Sale (arrival, lead, acquisition, registration) • Affiliate marketing • Some e-commerce and partnership deals • Media owner takes most of the risk• Hybrid deals • Some partnership and tenancy deals • Shared risk arrangement ©2011 Mike Berry Associates
  • The enemy... ©2011 Mike Berry Associates
  • Media Buying tips + ©2011 Mike Berry Associates
  • Media buying tactics• “Gorillas with calculators”• “It‟s a game... but with real money”• “Like poker without the cards”• “Always leave the other guy his bus fare home” ©2011 Mike Berry Associates
  • Managing an online media budget• There is no perfect online media mix• Budgets allocated on a test & refine basis• Early stage online advertising may well have high wastage• Later stage campaigns should still contain a test budget ©2011 Mike Berry Associates
  • Search ©2011 Mike Berry Associates
  • Seek and Ye Shall Find... ©2011 Mike Berry Associates
  • • Definitions ©2011 Mike Berry Associates
  • • Definitions ©2011 Mike Berry Associates
  • GoogleLarry Page and Sergey Brin founded Googlein 1998. Using a friends garage as their baseof operations, they only settled on a nameafter misspelling the maths term „googol‟.Googles combination of clever searchalgorithms and sophisticated ad programAdWords propelled it to the top of the searchengine market. It has stayed there ever since. ©2011 Mike Berry Associates
  • Yahoo!• Yahoo is struggling; CEO and co-founder Jerry Yang resigned at the end of 2008• Has continued to lose search engine market share under new CEO Carol Bartz• On July 29th 2009, Yahoo agreed „the unthinkable‟ and appointed Microsoft‟s Bing as its exclusive search platform. Soon the former „king of search‟ will soon only show results from its arch-rival ©2011 Mike Berry Associates
  • Bing• Microsoft Bing, the successor to MSN Live Search, launched in June 2009 with a reported £60 million marketing budget• Bing quickly established itself as a serious rival to Google. Total searches on Microsoft were up 22 per cent in a single month (Nielsen)• comScore confirms that Bing is still on the up; Yahoo!/Bing share nearly 30% in US in 2011 ©2011 Mike Berry Associates
  • Bing takes share from Google ©2011 Mike Berry Associates
  • Search Engine Optimisation (= SEO) “Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic” search results. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine.” Wikipedia ©2011 Mike Berry Associates
  • Search marketing – SEO & PPC Natural Paid ©2011 Mike Berry Associates
  • SEO©2011 Mike Berry Associates
  • Your Website SEOThink about the „user experience‟ ©2011 Mike Berry Associates
  • Your Website/SEO• “You have to have one these days”• Make it work for you• Make it somewhere you are PROUD of• Make it easy to navigate/order (usability)• Refresh content regularly (News? Offers? Blog?)• Help the search engines to find it (SEO) ©2011 Mike Berry Associates
  • Your Website/SEO• How does your site look on Firefox? Chrome? -on a Mac? -on a mobile device?• You‟re competing with Amazon, BBC, eBay• Help the customer to find what they want• Good signposting : “Where am I?”• Don‟t have any dead-ends/ broken links• “Disloyalty is only one click away” ©2011 Mike Berry Associates
  • Your Website/SEO• Make your website somewhere youd be proud for a (potential) customer to wander around unaccompanied• Then find (potential) customers and encourage them to go there (drive traffic)• Make it interesting and useful for them to return regularly... ©2011 Mike Berry Associates
  • Pay-Per-Click Advertising (=PPC) ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Pay Per Click Advertising (=PPC)• “Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market• Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website” Wikipedia ©2011 Mike Berry Associates
  • Pay Per Click Advertising (=PPC) ©2011 Mike Berry Associates
  • Search marketing = SEO + PPC Natural Paid ©2011 Mike Berry Associates
  • Pay-per-click advertisingGoogle AdWords• You bid for a „key word‟ the amount you are prepared to pay per click on your ad (through to your website)• Driving traffic; people interested in your products• £Bid X Quality Score Your search „ranking‟ ©2011 Mike Berry Associates
  • Google AdWords ©2011 Mike Berry Associates
  • A typical Google AdWords „Creative‟ ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL ©2011 Mike Berry Associates
  • Pay-per-click advertising• Easy to test• Quick to set up• You only pay when someone clicksBUT:• Easy to spend up to your limit• Certain „keywords‟ very competitive (eg „mobile phones‟, „accountancy services‟)• „Clicks‟ doesn‟t mean „sales‟ (!) ©2011 Mike Berry Associates
  • PPC: From The Horse‟s Mouth http://www.youtube.com/watch?v=K7l0a2PVhPQ ©2011 Mike Berry Associates
  • Search and Display working together
  • Social Media ©2011 Mike Berry Associates
  • Social media ©2011 Mike Berry Associates
  • Social Media – “the story so far” ©2011 Mike Berry Associates http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • You can‟t stop people talking. You can‟t control what they say about you. But you can JOIN, and maybe INFLUENCE the conversation.©2011 Mike BerryAssociates
  • Social Media“The key is to produce something that both pulls people together and gives them something to do...I don‟t have to control the conversation to benefit from their interest.” Henry Jenkins, MIT ©2011 Mike Berry Associates
  • Social Media“Consumers are beginning in a very real sense to own our brands and participate in their creation...we need to learn to begin to let go.” A.G. Lafely: CEO & Chairman, Procter & Gamble ©2011 Mike Berry Associates
  • People expect to find us... ©2011 Mike Berry Associates
  • B2B or B2C? ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Keep an ear to the ground...WHAT ARE THEY SAYING ABOUT US?• All over the web: Blogs, Twitter, video sharing sites, social networks, groups and forums• THE MONITORING INDUSTRY IS BORN...• Before we talk, we should listen... ©2011 Mike Berry Associates
  • Brandwatch: Buzz monitoring©2011 Mike BerryAssociates
  • Customer Service in the internet age ©2011 Mike Berry Associates
  • Customer Service in the internet age• The story of: Dave Carroll, Sons of Maxwell (Canadian Music duo)• March 31, 2008: when the band was flying from Halifax to Omaha, Nebraska on United Airlines• “United broke his $3,500 Taylor Guitar”* *allegedly ©2011 Mike Berry Associates
  • Customer Service in the internet agehttp://www.youtube.com/watch?v=5YGc4zOqozo ©2011 Mike Berry Associates
  • “United breaks guitars”• The YouTube video was posted on July 6 2009• Amassed 150,000 views on first day• Song 1: 7,665,807 views. Hit number one on the iTunes Music Store the week following its release• Song 2: 842,171 views• The Times reported that four days after the songs release, the companys share price "plunged by 10 per cent, costing shareholders $180 million” ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • What is Twitter for?©2011 Mike Berry Associates
  • Twitter, Why? ©2011 Mike Berry Associates
  • Twitter, Why?• “I am working on clarity around that at the moment,” Costolo admits. “I am currently trying to define what Twitter‟s purpose is in the long term. We will be able to be more specific on that answer in the near future.” • Dick Costolo, CEO, Twitter, November 2010 ©2011 Mike Berry Associates
  • What is Twitter for? ©2011 Mike Berry Associates
  • Twitter: what‟s it all about? ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • B2B or B2C? ©2011 Mike Berry Associates
  • Twitter guidelines... ©2011 Mike Berry Associates
  • Be careful out there... ©2011 Mike Berry Associates
  • • Senior PR Executive en route to Memphis Tennessee• Due to present to employees at FedEx Corporation HQ about Social Media• Bored. Tweeting on his ‟phone... ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Be careful out there...“Many of my peers and I feel this isinappropriate. We do not know the total millionsof dollars FedEx Corporation pays XXX annuallyfor the valuable and important work yourcompany does for us around the globe. We areconfident however, it is enough to expect agreater level of respect and awareness fromsomeone in your position as a vice president ata major global player in your industry. A hazardof social networking is people will read whatyou write.” ©2011 Mike Berry Associates
  • The Importance of Reputation in B2Bhttp://www.youtube.com/watch?v=nXG7zYWKHGU ©2011 Mike Berry Associates
  • No-one ever got fired... ©2011 Mike Berry Associates
  • The importance of Reputation http://www.youtube.com/watch?v=nXG7zYWKHGU ©2011 Mike Berry Associates
  • Before we talk, we should listen... ©2011 Mike Berry Associates
  • Brandwatch: Buzz monitoring VIDEO http://www.youtube.com/watch? v=lYrE-S9rpq4©2011 Mike BerryAssociates
  • Listen intelligently ©2011 Mike Berry Associates
  • Photo credit: Stian Andreassen on Flick Photo credit: Round Indigo Rock on Flick54% of companies now use some sortof buzz monitoring tool. <Econsultancy 2010>
  • Online PR= „Reputation Management‟ Source: Dr Dave Chaffey ©2011 Mike Berry Associates
  • Who‟s doing what in Social Media?
  • Just remember: it‟s publicChecklist before posting anything - anywhere:• Assume your boss reads/sees everything that you post• Assume your biggest client reads/sees everything that you post• Assume your biggest competitor reads/sees everything that you post• Assume your Mum reads/sees everything that you post• Assume your children will read/see everything that you post!!! ©2011 Mike Berry Associates
  • Emailmarketing ©2011 Mike Berry Associates
  • Facts and Figures#• Email is the preferred primary means of communication by business buyers• 53% of business users check their email 6 or more times during the working day• 34% of internet users check their email continuously during the working day• For 96% of all internet users, checking email is their main reason for being online #VOW Marketing Guide 2010 ©2011 Mike Berry Associates
  • email marketing• Finely targeted• BUT: inertia, clutter, “SPAM”• Make it relevant• Have a reason for contacting• Email newsletter and/or one-off promotional offers?• Build and segment your prospect/ customer database• Tailor your offer/s ©2011 Mike Berry Associates
  • email marketing• Sender: use a name the buyer knows• Subject line: don‟t say „FREE! WIN! ETC!‟• Use personalisation with care• Give a reason for „writing‟• Amazon: “we‟ve noticed that...”• Offer plain-text version as well as HTML• Test frequency – don‟t bombard• Make it easy to unsubscribe (=opt-out) ©2011 Mike Berry Associates
  • Behavioural targeting in email ©2011 Mike Berry Associates
  • eCRM: Event-triggered emails Source: Econsultancy Census ©2011 Mike Berry Associates
  • Email and Direct mail together Source: Econsultancy/ BCA research ©2011 Mike Berry Associates
  • Email marketing evolution
  • email marketing• The right message to the right person at the right time• Sales lead „nurturing‟• Telephone follow-up by sales team• Monitor and analyse response• TEST! TEST! TEST! ©2011 Mike Berry Associates
  • Email marketing works over time ©2011 Mike Berry Associates
  • Affiliates ©2011 Mike Berry Associates
  • Affiliate marketing• Partnership between owners of two websites with overlapping customer/ user profiles.Typically:• Merchant is an ecommerce Retailer• Affiliate is an online Publisher• The affiliate places ads on their site to drive traffic/sales for the merchant• The merchant pays the affiliate a commission (= revenue-share) for traffic directed to the merchant‟s site (eg PPC or PPLead/Sale) ©2011 Mike Berry Associates
  • Affiliate marketing• Eg. ITV Sports (affiliate)+ Betfair (merchant)• Amazon.com created world‟s first major affiliate program• For affiliate, „money for nothing‟• For merchant, affiliate is auxiliary sales force• Emergence of affiliate networks to broker deals - represent the merchants; find affiliates for them ©2011 Mike Berry Associates
  • Affiliate networks ©2011 Mike Berry Associates
  • Tips: Affiliate marketing• For Merchants:-Vet and monitor your affiliates• For affiliates-Watch who you affiliate with ©2011 Mike Berry Associates
  • Viral©2011 Mike Berry Associates
  • What makes a great viral video?• A GREAT IDEA• SEEDING• LUCK “No-one ever went broke underestimating the intelligence of the American public.” Henry Mencken ©2011 Mike Berry Associates
  • Sometimes you make it really big• Annoying Orange• Roger Federer Trick Shot• Tipp-Ex Hunter/Bear• Old Spice Guy• Will It Blend? ©2011 Mike Berry Associates
  • Mobile ©2011 Mike Berry Associates
  • Mobile Marketing“Mobile is...the most intriguing/perplexingmedium. Over the short-term, it is quitepossibly the most over-hyped marketingchannel...Yet taking the long view, it couldbe the most under-hyped.” Sir Martin Sorrell, CEO, WPP 2010 ©2011 Mike Berry Associates
  • Quiz• OMG• LOL• BTW• IMHOAnd now:• POS• H8• H9 ©2011 Mike Berry Associates
  • We‟ve come a long way... ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Mobile• Weve come a long way since Motorola developed first mobile phone in April 1973; launched in 1983 at retail price $3,995• Phones increasingly powerful• Multi-function portable computers• Voice almost incidental• PC experience on device in pocket?• Exciting new technologies (AR, location -based services, translation +++) ©2011 Mike Berry Associates
  • Mobile• 700million Chinese citizens have a mobile: 500million via China Mobile• 8million new subscribers sign up each month• 425million mobile subscribers in India• 12million signing up each month• Mobile eclipsing PC as preferred way of accessing the internet in these countries <Source: WPP 2010> ©2011 Mike Berry Associates
  • Mobile• First mobile marketing was SMS (text) messages• Then banners on mobile internet sites• The iPhone has been a true „game-changer‟• January 2011: Apple announced 10 billion apps downloaded since launch of App Store Summer 2008• Now most popular handset in US (Nielsen 2010) ©2011 Mike Berry Associates
  • Mobile“The Year Of Mobile”! ©2011 Mike Berry Associates
  • 2010? ©2011 Mike Berry Associates
  • 2011? ©2011 Mike Berry Associates
  • Next big thing?http://www.youtube.com/watch?v=h2OfQdYrHRsWORD LENS ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • QR codes - big in Japan• http://www.youtube.com/watch?v=B3lrcOh mp9g ©2011 Mike Berry Associates
  • Mobile• Beware the hype <Marketing magazine>• Mobile will grow; but over time• PC is different experience from laptop• Laptop different from mobile• Users expect different things in different usage situations• Horses for courses• It will happen! ©2011 Mike Berry Associates
  • Measuringyour success ©2011 Mike Berry Associates
  • Measuring Digital• In Digital you can measure EVERYTHINGBUT:• Data is not information• What are your objectives?• What are your KPIs?• What does success look like?• Measure the important things• ACTIONABLE ANALYTICS ©2011 Mike Berry Associates
  • Web Analytics ©2011 Mike Berry Associates
  • Web Analytics• Many analytics tools are free• You can count how many people clicked on your ad (display or PPC)• You can count how many reached your landing page• You can track what happens next(eg: go to checkout/ buy/abandon basket) ©2011 Mike Berry Associates
  • • Various tools are available• Many are free• Start simple• Measure the big things• In time, invest in paid-for tools• Bear in mind your objectives• What do you need/want to measure? ©2011 Mike Berry Associates
  • Web analytics“Google Analytics is a fantastic tool: from themoment you arrange to have the trackingcode installed and you experience the thrill orangst of your first reports appearing , showinghow real people are interacting with yourbusiness.”Dr Dave Chaffey, Customising GoogleAnalytics for your business smartinsights.com/February 16, 2010 ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Test everything...that matters• Web analytics is closely linked with usability• Users are increasingly sophisticated• Disloyalty is only one click away• You‟re competing with Amazon, BBC, eBay• Dont test everything at once (!)• Continuous improvement• Remember things change... ©2011 Mike Berry Associates
  • Small changes... ©2011 Mike Berry Associates
  • B ©2011 Mike Berry Associates
  • ...can make a big difference ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • A ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Asda Homepage redesign ©2011 Mike Berry Associates
  • ATest everything...that matters ©2011 Mike Berry Associates
  • ©2011 Mike Berry Associates
  • Measuring your success IN CONCLUSION:• Use mix of experience, judgement and experiment• Just because it is possible: doesn‟t mean it‟s right• Remember the brand; is every communication „on strategy‟?• Learn and refine ©2011 Mike Berry Associates
  • Who‟s doing what? ©2011 Mike Berry Associates
  • THE BRAND: TIPP-EX © Mike Berry Associates 2011
  • THE BRAND – TIPP-EX• Owned by the BIC Group• An old-fashioned stationery product• The market leader in Europe• Targeting students and office workers © Mike Berry Associates 2011
  • THE CHALLENGE• Needs to remain relevant in the internet age• Boost sales during the back- to-school period• Wanted to become the preferred correction product brand amongst students © Mike Berry Associates 2011
  • CREATIVE SOLUTION – TIPP-EX• PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.” © Mike Berry Associates 2011
  • CREATIVE SOLUTION – TIPP-EX• VIDEO / ONLINE DEMONSTRATION © Mike Berry Associates 2011
  • CREATIVE SOLUTION – TIPP-EX• 30 sec YouTube video with two options at the end – to shoot the bear or not.• The viewer is then taken to the „Tipp-Experience‟ (a page that looks like a YouTube video, but is a full-page Flash file.)• The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and the hunter.• 42 different endings were produced (dances, fights, etc)• Paid YouTube banner for the first 24h of the campaign• Seedings through social media• Only online, no other media used © Mike Berry Associates 2011
  • CREATIVE SOLUTION – TIPP-EX• Interview with Thomas Granger, Creative Director of Buzzman © Mike Berry Associates 2011
  • RESULTSONE WEEK AFTER THE LAUNCH:• -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION TIMES• -THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS, SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED MORE THAN 10 000 TIMES!• -THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN “INNOVATION SHOWING YOUTUBE‟S FUTURE”.-EACH USER:• SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN; USUAL AVERAGE TIME SPENT IS 2 MINS• MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT © Mike Berry Associates 2011
  • RESULTS• BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY. © Mike Berry Associates 2011
  • RESULTS• 12 MILLION VIEWS FOR THE TEASER CLIP +• MORE THAN 30 MILLION VIEWS FOR THE TIPP- EXPERIENCE CHANNEL. (TARGET 1 MILLION VIEWS)• 217 COUNTRIES CONNECTED TO THE TIPP- EXPERIENCE PAGE• SALES INCREASE MORE THAN 25% YEAR ON YEAR• HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700 000 EUR © Mike Berry Associates 2011
  • KEY LEARNINGS• REACH YOUR AUDIENCE THROUGH A RELEVANT CHANNEL• UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELL• CREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS• „PLAYABILITY‟ („GAMIFICATION‟) DRIVES VIRAL SUCCESS © Mike Berry Associates 2011
  • THE BRAND –COMPARE THE MARKET © Mike Berry Associates 2011
  • THE BRAND – COMPARE THE MARKET• Car insurance price comparison site in the UK• In their own words:• ”comparethemarket.com is designed for everyone who has better things to do with their time than look for insurance!” © Mike Berry Associates 2011
  • THE CHALLENGE• Cluttered and competitive market• Low interest, low creativity• „Distress purchase‟ © Mike Berry Associates 2011
  • CREATIVE SOLUTION © Mike Berry Associates 2011
  • CREATIVE SOLUTIONMarket Meerkat © Mike Berry Associates 2011
  • CREATIVE SOLUTION – COMPARE THE MEERKATINSIGHT• Google AdWords prices:• “Compare The Market” = 5 GBP per clickvs. “Compare The Meerkat” = 0.05 GBP per click © Mike Berry Associates 2011
  • CREATIVE SOLUTION -COMPARE THE MEERKAT• VIDEO © Mike Berry Associates 2011
  • CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  • CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  • CREATIVE SOLUTION - COMPARE THE MEERKAT• Use of social media:• 3,865 tweets; 36,424 following; 41,414 followers © Mike Berry Associates 2011
  • CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  • UK GOES MEERKAT MAD? © Mike Berry Associates 2011
  • CREATIVE SOLUTION – COMPARE THE MEERKAT• In their own words• VIDEO / VCCP, Steve Vranakis © Mike Berry Associates 2011
  • RESULTS• TRAFFIC TO COMPARETHEMARKET.COM UP BY 186% IN THE FIRST 12 WEEKS• QUOTE FIGURES INCREASED BY 80%• COST PER QUOTE REDUCED BY 73%• INCREASED MARKET SHARE OF UK INSURANCE COMPARISON SITE VISITS BY 76% IN FIRST 9 MONTHS OF THE CAMPAIGN• MONEYSUPERMARKET.COM LOST 25% OF VISITS, CONFUSED.COM DROPPED 5% AND GOCOMPARE LOST 32% © Mike Berry Associates 2011
  • RESULTS• LOADS OF FREE PUBLICITY• NEW MEDIA AGE EFFECTIVENESS AWARD• CHRISTMAS 2010 “A SIMPLES LIFE” WAS THE 2nd BEST SELLING BOOK IN UK (!)• A LONG-LASTING CAMPAIGN:• NOW IN ITS THIRD YEAR © Mike Berry Associates 2011
  • SUCCESS FACTORS AND KEY LEARNINGS• INTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, Twitter• BRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED „COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟ BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟• USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, Facebook) © Mike Berry Associates 2011
  • SUCCESS FACTORS AND KEY LEARNINGS• IDENTIFIABLE CHARACTER – SOMETHING FAMILIAR AND LOVEABLE ABOUT THE BRAND.• COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE AND AGGREGATOR.• ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARM• USE OF SOCIAL MEDIA TO CREATE LONG-LASTING CONVERSATION• HIGH-QUALITY EXECUTION © Mike Berry Associates 2011
  • CREATIVE SOLUTION – COMPARE THE MEERKAT• VIDEO /bloopers © Mike Berry Associates 2011
  • Simples! © Mike Berry Associates 2011
  • THE BRAND – UK TRADE & INVESTMENT (UKTI) © Mike Berry Associates 2011
  • THE BRAND – UK TRADE & INVESTMENT (UKTI)• UKTI has helped many thousands of UK businesses achieve global export success• UKTI‟s aim is to boost British export business by increasing the reputation of the UK in leading overseas markets as „the international business partner of choice‟ © Mike Berry Associates 2011
  • THE CHALLENGE• To encourage UK businesses to export their products and services• Wanted to create an easy-to-use online tool and information resource with the aim of engaging 10,000 UK businesses © Mike Berry Associates 2011
  • THE SOLUTION• Developed a website plus teaser gadget within the core site to engage visitors• Combining sources of data from Google to enable UK businesses to easily evaluate global export opportunities• The gadget gives business owners access to Google‟s market insight in a form that is specific to their business• The tool uses the latest AdWords API, building keyword lists and providing projected data on paid search campaigns + suggested bids, monthly search volumes• Users can build a combined market attractiveness score for each market © Mike Berry Associates 2011
  • THE SOLUTION © Mike Berry Associates 2011
  • THE SOLUTION © Mike Berry Associates 2011
  • THE SOLUTIONIN THEIR OWN WORDSVIDEO / Essence, Matt Isaacs VIDEO:Arena Flowers http://www.youtube.com/watch?v=45ZlA5lCzaE © Mike Berry Associates 2011
  • RESULTS• THE SITE ACHIEVED 22,000 UNIQUE USERS WITHIN 3 MONTHS• EXCEEDED TARGET BY 120%• WINNER, UK‟S DIGITAL EFFECTIVENESS AWARDS © Mike Berry Associates 2011
  • KEY LEARNINGS• GOVERNMENT AND PRIVATE COMPANY JV• SEARCH WORKS FOR B2B AS WELL AS B2C• MAKE USE OF EXISTING TOOLS (e.g GOOGLE API)• INTELLIGENT USE OF DATA BRINGS NEW INSIGHTS © Mike Berry Associates 2011
  • What‟s Next? ©2011 Mike Berry Associates
  • 7 things that are going to bebig(ger) in digital marketing - soon ©2011 Mike Berry Associates
  • First thingMobile esp. Android phones Vs. iPhone• iPhone has been a „game changer‟• Google Android platform is bringing smartphones to the masses• iPhone apps have been high impact but for the few and mainly disposable• Android apps will find a significant market• Augmented reality, location-based services• Mobile will come into its own ©2011 Mike Berry Associates
  • Second thingSocial Media (again)Companies will get their act together• Set objectives• Plan staffing• Interdepartmental teams• Clear guidelines• Empower key people• Listen before you speak• „Joined - up social media‟Budgets moving from traditional to digital and from„traditional digital‟ (online display and search) into SM ©2011 Mike Berry Associates
  • Third thingOnline video display advertising• The power of TV• User in control• Customised to your preferences• Available on demand• „Killer app‟• Follow the guidelines• Easy to opt-out ©2011 Mike Berry Associates
  • Fourth thingIn-game advertising• If you create the game you can build in ads• Everything can be for sale• Name awareness less powerful than full integration into plot/ story (product placement)• Growing area as consumer leisure patterns change• COD Black Ops was biggest entertainment launch EVER• Hybrid products (game/TV show/ website)• „Gamification‟ – FarmVille, Mafia Wars, Foursquare ©2011 Mike Berry Associates
  • Fifth thingTablet computers (following Apple iPad)• Not a mobile device• Not a laptop• Doesnt support FlashBUT:• Very intuitive web browsing experience• „Powerful enough‟• Has created a new sector• iPad 2 will be more powerful (and no more expensive)• More tablets will be launched ©2011 Mike Berry Associates
  • http://www.youtube.com/watch?v=R2bLNkCqpuY ©2011 Mike Berry Associates
  • Sixth thingSearch is changing• a) Bing challenging Google?• Microsoft-Yahoo deal clears regulation (US and EU)• Real competition in search?• Microsoft making big plans• Google innovating all the time• A long way to go...b) Real-time search means real-time SEO„• Twitter posts previously ignored may be relevant• Recency is powerful: “what are people saying about X right now?”• Much of Facebook invisible to Search Engines• Social media converging with off-site SEO (tweets drive traffic) ©2011 Mike Berry Associates
  • Seventh thingBig Ad agencies getting into Digital; end of the „d‟ word?“Yes”They have the client relationshipsThey have clever plannersThey can offer strategic and creative integrityThey are aware where the money is going...______________________________________________________“No”Slow to move/ changeNot into techie stuff/ eCommerceSub contract digital out to specialist agencies anyway(!)Still in love with TV... ©2011 Mike Berry Associates
  • Consistency• Ad agency planners used to say: “Your brand should behave like a friend. The same person on the phone, in a letter or in the pub.”• INTEGRATED MARKETING: catalogue, phone call, sales visit, website, email ©2011 Mike Berry Associates
  • Offline driving web traffic
  • All elements of your marketing can and should work together ©2011 Mike Berry Associates
  • Big ideas still matter“It takes a big idea to attract the attention ofconsumers and get them to buy your product.Unless your advertising contains a big idea, itwill pass like a ship in the night. I doubt if morethan one campaign in a hundred contains abig idea.” David Ogilvy http://www.youtube.com/watch?v=suRDUFpsHus ©2011 Mike Berry Associates
  • Digital Marketing Budget Allocation ©2011 Mike Berry Associates
  • Don‟t embrace „the future‟ for the sake of it “The future‟s already here, it‟s just unevenly distributed.” William Gibson, 1999 Source: Blue Latitude/ ISBA
  • Past and future will always co-exist The past is still here too – it‟s just so evenly distributed that it blends into the background Source: Blue Latitude/ ISBA
  • Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  • ©2011 Mike BerryAssociates
  • ©2011 Mike BerryAssociates
  • ©2011 Mike Berry Associates
  • Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  • Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  • The future?• Increasing integration of Digital into the Marketing Mix• Yes: it‟s all marketing• No: digital is special/ different• Maybe: OK but give it another 10 years... ©2011 Mike Berry Associates
  • • Digital marketing can generate response So, when all‟s said and done… and build brands• Experiment and learn• Set clear objectives• Measure results and benchmark• Consider the overall effect of the communication• No-one has all the answers• Your next campaign can always be better! ©2011 Mike Berry Associates
  • ©2011 Mike BerryAssociates
  • ©2011 Mike Berry Associates
  • Summary• Digital marketing is new• Its changing fast• We‟re all learning• Try new things• Find out what works and do more of it• Fit digital in alongside your offline work ©2011 Mike Berry Associates
  • Summary• It‟s all new• It‟s exciting• It‟s changing• There are few rules but do learn them• Use your judgement• TEST!• Learn More!• Be more successful!• Pretty Cool huh? ©2011 Mike Berry Associates
  • It‟s Digital• Pretty Cool huh? ©2011 Mike Berry Associates
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  • Thanks andlet‟s connect!Mike Berryuk.linkedin.com/in/mikeberrylinkedinblogbymikeberry.blogspot.comtwitter.com/mikeberrytweets