Seminar: Exploring the opportunities of   digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMG...
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)• ...
A consultant“Borrows your watch, tells you the time, then  sends you an invoice.”                  ©2011 Mike Berry Associ...
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...
Timetable for today09.00   Start: Session 111.00   Coffee11.15   Session 212.30   Lunch14.00   Session 315.15   Coffee15.3...
About today• YOU WILL GET THE SLIDES• Only a day• Overview of big (and growing) range of  activities• Plenty of content• S...
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 m...
The world is changing...“ Less than a decade ago, people described the act of „going online‟ as venturing into some foreig...
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 s...
JargonInteractive                                            New mediaE-marketing                                         ...
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 a...
It‟s about knowing your customers •   How old are they? •   How much money do they have? •   Where do they live? •   What ...
But how?
We can guess...
Or we can find out!•   Data may be your organisations biggest asset•   Sales/ transactions•   Enquiries•   Customer servic...
“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                Onli...
Let‟s drill down...CUSTOMER DATA• Personal• About identified individuals• About real behaviourWEB ANALYTICS DATA• Aggregat...
The opportunity+          =
Data is the key“How much value lies untapped in existing corporate and      public data streams? My guess is a lot. How ma...
How digital haschanged marketing     ©2011 Mike Berry Associates
What is marketing?• Bringing buyers and sellers together• Meeting customer needs; profitably• Combination of:  product, pr...
Marketing communications•   Delivering the right message•   Via the right channel•   To the right individual•   At the rig...
What is digital marketing?• Electronic communications• Reaching consumers/ business purchasers  via a screen, interactivel...
Planning Digital MarketingUnderstanding the growing range of digital tools and  employing them appropriately to enhance ev...
Planning Digital MarketingUnderstanding the growing range of digital tools and  employing them appropriately to enhance ev...
It‟s all new!„Old‟ Media:•   Posters (ancient Egyptians, Greeks, Romans)•   Newspapers (1830s)•   Commercial Radio launche...
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• Twitt...
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 Assoc...
Heineken „dual screen‟ game•   Heineken StarPlayer: live football game that lets fans watch UEFA Champions    League match...
Heineken „dual screen‟ game•   To score points, fans anticipate what will happen at key moments such as corners,    free k...
Heineken „dual screen‟ game• Leverages  sponsorship• Recognises most  football is viewed on  TV by lone males• Adds a real...
How would we live without the internet?  • Buying a new house  • Buying a new car  • Choosing and booking a holiday  •   S...
Words of wisdom     “It is not the strongest of      the species that      survives, nor the most      intelligent that su...
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    ...
From the days of „Mad Men‟“The consumer is not a moron.  She is your wife.”              - David Ogilvy                   ...
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...
The digital marketing toolbox•   Online display•   Search•   Social Media•   Affiliates•   Viral•   Email•   Mobile       ...
OnlineDisplay ©2011 Mike Berry Associates
Online DISPLAY ads• Permission?     • Or INTERRUPTIVE?
Online Advertising: interruptive or permission-based?• Surprise the user• Grab their attentionOR:                ©2011 Mik...
Online Advertising:  interruptive or permission-based?• Surprise the user• Grab their attentionOR:• Ask permission• Invite...
Cost per engagement?• “In general, the industry suffers  from the emphasis on click-  through rate. I feel very confident ...
Online display• The most like traditional press advertising• Banners like strip on a newspaper magazine  page• Debate: int...
How online display advertising works            <source: nma.co.uk>
How adserving works                                                              The ad serving system looks              ...
Basic online advertising formats        ©2011 Mike Berry Associates
(300 x 250) MPU                               • Homepage                               auto-play                          ...
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                                     ...
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 ...
Trading: Buying models• Cost per Thousand (CPM)  • The classic media buying currency     • Rewards media owner purely on t...
Trading: Buying models• Cost per Sale (arrival, lead, acquisition,  registration)  • Affiliate marketing  • Some e-commerc...
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 car...
Managing an online media             budget• There is no perfect online media mix• Budgets allocated on a test & refine ba...
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 settl...
Yahoo!• Yahoo is struggling; CEO and co-founder  Jerry Yang resigned at the end of 2008• Has continued to lose search engi...
Bing• Microsoft Bing, the successor to MSN Live  Search, launched in June 2009 with a  reported £60 million marketing budg...
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 ...
Search marketing – SEO & PPC                        Natural                                Paid          ©2011 Mike Berry ...
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 eas...
Your Website/SEO• How does your site look on Firefox? Chrome?  -on a Mac? -on a mobile device?• You‟re competing with Amaz...
Your Website/SEO• Make your website somewhere youd be  proud for a (potential) customer to wander  around unaccompanied• T...
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 advert...
Pay Per Click Advertising (=PPC)           ©2011 Mike Berry Associates
Search marketing = SEO + PPC                        Natural                                Paid          ©2011 Mike Berry ...
Pay-per-click advertisingGoogle AdWords• You bid for a „key word‟ the amount you are  prepared to pay per click on your ad...
Google AdWords   ©2011 Mike Berry Associates
A typical Google AdWords „Creative‟                ad        • Ad Title (25 character limit)        • Ad Text (35 characte...
Pay-per-click advertising• Easy to test• Quick to set up• You only pay when someone clicksBUT:• Easy to spend up to your l...
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 ...
Social Media“The key is to produce something that both pulls people together and gives them something to do...I don‟t have...
Social Media“Consumers are beginning in a very real sense to  own our brands and participate in their  creation...we need ...
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...
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: w...
Customer Service in the internet agehttp://www.youtube.com/watch?v=5YGc4zOqozo                       ©2011 Mike Berry Asso...
“United breaks guitars”• The YouTube video was posted on July 6 2009• Amassed 150,000 views on first day• Song 1: 7,665,80...
©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 wha...
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 Me...
©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 FedE...
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?         ...
Listen intelligently    ©2011 Mike Berry Associates
Photo credit: Stian Andreassen on Flick                             Photo credit: Round Indigo Rock on Flick54% of compani...
Online PR= „Reputation    Management‟                                    Source: Dr Dave Chaffey      ©2011 Mike Berry Ass...
Who‟s doing what in Social Media?
Just remember: it‟s publicChecklist before posting anything - anywhere:• Assume your boss reads/sees everything that you p...
Emailmarketing  ©2011 Mike Berry Associates
Facts and Figures#• Email is the preferred primary means of  communication by business buyers• 53% of business users check...
email marketing• Finely targeted• BUT: inertia, clutter, “SPAM”• Make it relevant• Have a reason for contacting• Email new...
email marketing•   Sender: use a name the buyer knows•   Subject line: don‟t say „FREE! WIN! ETC!‟•   Use personalisation ...
Behavioural targeting in email          ©2011 Mike Berry Associates
eCRM: Event-triggered emails                                   Source: Econsultancy Census         ©2011 Mike Berry Associ...
Email and Direct mail together                                        Source: Econsultancy/ BCA                           ...
Email marketing evolution
email marketing• The right message to the right person at the  right time• Sales lead „nurturing‟• Telephone follow-up by ...
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:• Merc...
Affiliate marketing• Eg. ITV Sports (affiliate)+ Betfair (merchant)• Amazon.com created world‟s first major  affiliate pro...
Affiliate networks    ©2011 Mike Berry Associates
Tips:      Affiliate marketing• For Merchants:-Vet and monitor your affiliates• For affiliates-Watch who you affiliate wit...
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 t...
Sometimes you make it really big• Annoying Orange• Roger Federer Trick Shot• Tipp-Ex Hunter/Bear• Old Spice Guy• Will It B...
Mobile ©2011 Mike Berry Associates
Mobile Marketing“Mobile is...the most intriguing/perplexingmedium. Over the short-term, it is quitepossibly the most over-...
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...
Mobile• 700million Chinese citizens have a mobile:  500million via China Mobile• 8million new subscribers sign up each mon...
Mobile• First mobile marketing was SMS (text) messages• Then banners on mobile internet sites• The iPhone has been a true ...
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• Lap...
Measuringyour success    ©2011 Mike Berry Associates
Measuring Digital• In Digital you can measure EVERYTHINGBUT:• Data is not information• What are your objectives?• What are...
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 ...
•   Various tools are available•   Many are free•   Start simple•   Measure the big things•   In time, invest in paid-for ...
Web analytics“Google Analytics is a fantastic tool: from themoment you arrange to have the trackingcode installed and you ...
©2011 Mike Berry Associates
Test everything...that matters•   Web analytics is closely linked with usability•   Users are increasingly sophisticated• ...
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 pos...
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 ...
THE CHALLENGE• Needs to remain relevant in  the internet age• Boost sales during the back-  to-school period• Wanted to be...
CREATIVE SOLUTION – TIPP-EX• PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”                        © Mike Berr...
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 ...
CREATIVE SOLUTION – TIPP-EX• Interview with Thomas Granger, Creative  Director of Buzzman                © Mike Berry Asso...
RESULTSONE WEEK AFTER THE LAUNCH:• -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION  TIMES• -THE CAMPAIGN HAD BEEN P...
RESULTS• BEFORE THE CAMPAIGN, TIPP-EX HAD  AROUND 100 + SOCIAL MEDIA MENTIONS  PER DAY.              © Mike Berry Associat...
RESULTS• 12 MILLION VIEWS FOR THE TEASER CLIP +• MORE THAN 30 MILLION VIEWS FOR THE TIPP-  EXPERIENCE CHANNEL. (TARGET 1 M...
KEY LEARNINGS• REACH YOUR AUDIENCE THROUGH A  RELEVANT CHANNEL• UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE  BUZZ FADES QUICKL...
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:• ”comparethemarke...
THE CHALLENGE• Cluttered and  competitive market• Low interest, low creativity• „Distress purchase‟                  © Mik...
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....
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      ...
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 Berr...
RESULTS• TRAFFIC TO COMPARETHEMARKET.COM  UP BY 186% IN THE FIRST 12 WEEKS• QUOTE FIGURES INCREASED BY 80%• COST PER QUOTE...
RESULTS• LOADS OF FREE PUBLICITY• NEW MEDIA AGE  EFFECTIVENESS AWARD• CHRISTMAS 2010 “A  SIMPLES LIFE” WAS THE  2nd BEST S...
SUCCESS FACTORS        AND KEY LEARNINGS• INTEGRATED PLATFORM USAGE – TV, WEBSITE,  FACEBOOK, Twitter• BRAND RE-ENFORCEMEN...
SUCCESS FACTORS        AND KEY LEARNINGS• IDENTIFIABLE CHARACTER – SOMETHING FAMILIAR  AND LOVEABLE ABOUT THE BRAND.• COMP...
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...
THE CHALLENGE• To encourage UK businesses to export their  products and services• Wanted to create an easy-to-use online  ...
THE SOLUTION• Developed a website plus teaser gadget within the core site  to engage visitors• Combining sources of data f...
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 ...
RESULTS• THE SITE ACHIEVED 22,000  UNIQUE USERS WITHIN 3  MONTHS• EXCEEDED TARGET  BY 120%• WINNER, UK‟S DIGITAL  EFFECTIV...
KEY LEARNINGS• GOVERNMENT AND PRIVATE COMPANY JV• SEARCH WORKS FOR B2B AS WELL AS B2C• MAKE USE OF EXISTING TOOLS (e.g GOO...
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  s...
Second thingSocial Media (again)Companies will get their act together• Set objectives• Plan staffing• Interdepartmental te...
Third thingOnline video display advertising•   The power of TV•   User in control•   Customised to your preferences•   Ava...
Fourth thingIn-game advertising• If you create the game you can build in ads• Everything can be for sale• Name awareness l...
Fifth thingTablet computers (following Apple iPad)• Not a mobile device• Not a laptop• Doesnt support FlashBUT:•   Very in...
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 compe...
Seventh thingBig Ad agencies getting into Digital; end of the „d‟ word?“Yes”They have the client relationshipsThey have cl...
Consistency• Ad agency planners used to say: “Your brand should behave like a friend. The same person on the phone, in a l...
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 yo...
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 uneven...
Past and future will always co-exist       The past is still here too – it‟s just         so evenly distributed that it   ...
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/ d...
• Digital marketing can generate response   So, when all‟s said and done…  and build brands• Experiment and learn• Set cle...
©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 an...
Summary•   It‟s all new•   It‟s exciting•   It‟s changing•   There are few rules but do learn them•   Use your judgement• ...
It‟s Digital• Pretty Cool huh?                 ©2011 Mike Berry Associates
?
Thanks andlet‟s connect!Mike Berryuk.linkedin.com/in/mikeberrylinkedinblogbymikeberry.blogspot.comtwitter.com/mikeberrytwe...
Mike berry idm ghent june 7 2011 copy
Mike berry idm ghent june 7 2011 copy
Mike berry idm ghent june 7 2011 copy
Mike berry idm ghent june 7 2011 copy
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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

  1. 1. 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
  2. 2. The opportunities of digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMGhent, June 7 2011
  3. 3. 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
  4. 4. A consultant“Borrows your watch, tells you the time, then sends you an invoice.” ©2011 Mike Berry Associates
  5. 5. Brands I have worked with. ©2011 Mike Berry Associates
  6. 6. What about you? ©2011 Mike Berry Associates
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. The digital marketing toolbox
  11. 11. The world is changing... ©2011 Mike Berry Associates
  12. 12. 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
  13. 13. 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
  14. 14. Trying to keep up with digital is a bit like this... ©2011 Mike Berry Associates
  15. 15. “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
  16. 16. JargonInteractive New mediaE-marketing Online DIGITAL ©2011 Mike Berry Associates
  17. 17. JargonIt doesnt really matterwhat we call it- it‟show we think andwhat we do... ©2011 Mike Berry Associates
  18. 18. 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
  19. 19. 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?
  20. 20. But how?
  21. 21. We can guess...
  22. 22. 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!
  23. 23. “Data Is The New Oil” Clive Humby: Founder, dunnhumby
  24. 24. 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
  25. 25. Let‟s drill down...CUSTOMER DATA• Personal• About identified individuals• About real behaviourWEB ANALYTICS DATA• Aggregated• Anonymous• About real behaviour
  26. 26. The opportunity+ =
  27. 27. 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>
  28. 28. How digital haschanged marketing ©2011 Mike Berry Associates
  29. 29. What is marketing?• Bringing buyers and sellers together• Meeting customer needs; profitably• Combination of: product, price, place and promotion (Kotler) ©2011 Mike Berry Associates
  30. 30. Marketing communications• Delivering the right message• Via the right channel• To the right individual• At the right timeEASY, huh? ©2011 Mike Berry Associates
  31. 31. 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
  32. 32. Planning Digital MarketingUnderstanding the growing range of digital tools and employing them appropriately to enhance every brand communication ©2011 Mike Berry Associates
  33. 33. 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
  34. 34. 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
  35. 35. It‟s all new!• Google• Twitter• iPod• Microsoft• Facebook ©2011 Mike Berry Associates
  36. 36. When were they launched?• Microsoft launched 1978• Google launched 1998• iPod launched 2001• Facebook launched 2004• Twitter launched 2006 ©2011 Mike Berry Associates
  37. 37. We‟ve come a long way... http://www.youtube.com/watch?v=gCMzjJjuxQI ©2011 Mike Berry Associates
  38. 38. ©2011 Mike Berry Associates
  39. 39. We‟ve come a long way... ©2011 Mike Berry Associates
  40. 40. We‟ve come a long way... ©2011 Mike Berry Associates
  41. 41. Changing everything. Again and again.
  42. 42. There‟s further to go...
  43. 43. There‟s no going back... ©2011 Mike Berry Associates
  44. 44. The internet has changed everything... ©2011 Mike Berry Associates
  45. 45. ? hours in the day... ©2011 Mike Berry Associates
  46. 46. We‟re all multi-tasking...Two and three screeners (Laptop, TV, Phone/iPad) ©2011 Mike Berry Associates
  47. 47. 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
  48. 48. 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
  49. 49. Heineken „dual screen‟ game• Leverages sponsorship• Recognises most football is viewed on TV by lone males• Adds a real-time „social‟ element• Heavily branded
  50. 50. 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
  51. 51. 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
  52. 52. Traditionally... ©2011 Mike Berry Associates
  53. 53. The internet has changed the world ©2011 Mike Berry Associates
  54. 54. The world is changing... ©2011 Mike Berry Associates
  55. 55. The world is changing... ©2011 Mike Berry Associates
  56. 56. ...but some things stay the same “You can‟t bore people into buying.” - David Ogilvy ©2011 Mike Berry Associates
  57. 57. 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
  58. 58. To paraphrase...The buyer is not an automaton.... ©2011 Mike Berry Associates
  59. 59. The buyer is not an automaton.....(s)he is a human being ©2011 Mike Berry Associates
  60. 60. 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
  61. 61. The digital marketing toolbox• Online display• Search• Social Media• Affiliates• Viral• Email• Mobile ©2011 Mike Berry Associates
  62. 62. OnlineDisplay ©2011 Mike Berry Associates
  63. 63. Online DISPLAY ads• Permission? • Or INTERRUPTIVE?
  64. 64. Online Advertising: interruptive or permission-based?• Surprise the user• Grab their attentionOR: ©2011 Mike Berry Associates
  65. 65. Online Advertising: interruptive or permission-based?• Surprise the user• Grab their attentionOR:• Ask permission• Invite engagement? ©2011 Mike Berry Associates
  66. 66. 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?” ”
  67. 67. 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
  68. 68. How online display advertising works <source: nma.co.uk>
  69. 69. 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.
  70. 70. Basic online advertising formats ©2011 Mike Berry Associates
  71. 71. (300 x 250) MPU • Homepage auto-play • 30p CpC • 10m impressions per day ©2011 Mike Berry Associates
  72. 72. 728 x 90 Leaderboard ©2011 Mike Berry Associates
  73. 73. (160 x 600) Super Skyscraper ©2011 Mike Berry Associates
  74. 74. Push-down Leaderboard (CpR) Expands in size from 728x90 pixels to 728x350 ©2011 Mike Berry Associates
  75. 75. L-shaped banner ©2011 Mike Berry Associates
  76. 76. Standard Expandable ©2011 Mike Berry Associates
  77. 77. Expandable©2011 Mike Berry Associates
  78. 78. Homepage takeover ©2011 Mike Berry Associates
  79. 79. Shake them up!http://www.youtube.com/wariolandshakeit2008
  80. 80. Surprises can be good…http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html
  81. 81. And of course……Facebook http://www.facebook.com/adsmarketing/ |
  82. 82. 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
  83. 83. 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
  84. 84. 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
  85. 85. The enemy... ©2011 Mike Berry Associates
  86. 86. Media Buying tips + ©2011 Mike Berry Associates
  87. 87. 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
  88. 88. 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
  89. 89. Search ©2011 Mike Berry Associates
  90. 90. Seek and Ye Shall Find... ©2011 Mike Berry Associates
  91. 91. • Definitions ©2011 Mike Berry Associates
  92. 92. • Definitions ©2011 Mike Berry Associates
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. Bing takes share from Google ©2011 Mike Berry Associates
  97. 97. 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
  98. 98. Search marketing – SEO & PPC Natural Paid ©2011 Mike Berry Associates
  99. 99. SEO©2011 Mike Berry Associates
  100. 100. Your Website SEOThink about the „user experience‟ ©2011 Mike Berry Associates
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. Pay-Per-Click Advertising (=PPC) ©2011 Mike Berry Associates
  105. 105. ©2011 Mike Berry Associates
  106. 106. ©2011 Mike Berry Associates
  107. 107. 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
  108. 108. Pay Per Click Advertising (=PPC) ©2011 Mike Berry Associates
  109. 109. Search marketing = SEO + PPC Natural Paid ©2011 Mike Berry Associates
  110. 110. 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
  111. 111. Google AdWords ©2011 Mike Berry Associates
  112. 112. A typical Google AdWords „Creative‟ ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL ©2011 Mike Berry Associates
  113. 113. 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
  114. 114. PPC: From The Horse‟s Mouth http://www.youtube.com/watch?v=K7l0a2PVhPQ ©2011 Mike Berry Associates
  115. 115. Search and Display working together
  116. 116. Social Media ©2011 Mike Berry Associates
  117. 117. Social media ©2011 Mike Berry Associates
  118. 118. Social Media – “the story so far” ©2011 Mike Berry Associates http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  119. 119. ©2011 Mike Berry Associates
  120. 120. ©2011 Mike Berry Associates
  121. 121. 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
  122. 122. 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
  123. 123. 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
  124. 124. People expect to find us... ©2011 Mike Berry Associates
  125. 125. B2B or B2C? ©2011 Mike Berry Associates
  126. 126. ©2011 Mike Berry Associates
  127. 127. 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
  128. 128. Brandwatch: Buzz monitoring©2011 Mike BerryAssociates
  129. 129. Customer Service in the internet age ©2011 Mike Berry Associates
  130. 130. 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
  131. 131. Customer Service in the internet agehttp://www.youtube.com/watch?v=5YGc4zOqozo ©2011 Mike Berry Associates
  132. 132. “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
  133. 133. ©2011 Mike Berry Associates
  134. 134. What is Twitter for?©2011 Mike Berry Associates
  135. 135. Twitter, Why? ©2011 Mike Berry Associates
  136. 136. 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
  137. 137. What is Twitter for? ©2011 Mike Berry Associates
  138. 138. Twitter: what‟s it all about? ©2011 Mike Berry Associates
  139. 139. ©2011 Mike Berry Associates
  140. 140. ©2011 Mike Berry Associates
  141. 141. B2B or B2C? ©2011 Mike Berry Associates
  142. 142. Twitter guidelines... ©2011 Mike Berry Associates
  143. 143. Be careful out there... ©2011 Mike Berry Associates
  144. 144. • 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
  145. 145. ©2011 Mike Berry Associates
  146. 146. 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
  147. 147. The Importance of Reputation in B2Bhttp://www.youtube.com/watch?v=nXG7zYWKHGU ©2011 Mike Berry Associates
  148. 148. No-one ever got fired... ©2011 Mike Berry Associates
  149. 149. The importance of Reputation http://www.youtube.com/watch?v=nXG7zYWKHGU ©2011 Mike Berry Associates
  150. 150. Before we talk, we should listen... ©2011 Mike Berry Associates
  151. 151. Brandwatch: Buzz monitoring VIDEO http://www.youtube.com/watch? v=lYrE-S9rpq4©2011 Mike BerryAssociates
  152. 152. Listen intelligently ©2011 Mike Berry Associates
  153. 153. Photo credit: Stian Andreassen on Flick Photo credit: Round Indigo Rock on Flick54% of companies now use some sortof buzz monitoring tool. <Econsultancy 2010>
  154. 154. Online PR= „Reputation Management‟ Source: Dr Dave Chaffey ©2011 Mike Berry Associates
  155. 155. Who‟s doing what in Social Media?
  156. 156. 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
  157. 157. Emailmarketing ©2011 Mike Berry Associates
  158. 158. 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
  159. 159. 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
  160. 160. 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
  161. 161. Behavioural targeting in email ©2011 Mike Berry Associates
  162. 162. eCRM: Event-triggered emails Source: Econsultancy Census ©2011 Mike Berry Associates
  163. 163. Email and Direct mail together Source: Econsultancy/ BCA research ©2011 Mike Berry Associates
  164. 164. Email marketing evolution
  165. 165. 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
  166. 166. Email marketing works over time ©2011 Mike Berry Associates
  167. 167. Affiliates ©2011 Mike Berry Associates
  168. 168. 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
  169. 169. 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
  170. 170. Affiliate networks ©2011 Mike Berry Associates
  171. 171. Tips: Affiliate marketing• For Merchants:-Vet and monitor your affiliates• For affiliates-Watch who you affiliate with ©2011 Mike Berry Associates
  172. 172. Viral©2011 Mike Berry Associates
  173. 173. 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
  174. 174. 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
  175. 175. Mobile ©2011 Mike Berry Associates
  176. 176. 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
  177. 177. Quiz• OMG• LOL• BTW• IMHOAnd now:• POS• H8• H9 ©2011 Mike Berry Associates
  178. 178. We‟ve come a long way... ©2011 Mike Berry Associates
  179. 179. ©2011 Mike Berry Associates
  180. 180. 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
  181. 181. 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
  182. 182. 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
  183. 183. Mobile“The Year Of Mobile”! ©2011 Mike Berry Associates
  184. 184. 2010? ©2011 Mike Berry Associates
  185. 185. 2011? ©2011 Mike Berry Associates
  186. 186. Next big thing?http://www.youtube.com/watch?v=h2OfQdYrHRsWORD LENS ©2011 Mike Berry Associates
  187. 187. ©2011 Mike Berry Associates
  188. 188. QR codes - big in Japan• http://www.youtube.com/watch?v=B3lrcOh mp9g ©2011 Mike Berry Associates
  189. 189. 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
  190. 190. Measuringyour success ©2011 Mike Berry Associates
  191. 191. 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
  192. 192. Web Analytics ©2011 Mike Berry Associates
  193. 193. 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
  194. 194. • 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
  195. 195. 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
  196. 196. ©2011 Mike Berry Associates
  197. 197. 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
  198. 198. Small changes... ©2011 Mike Berry Associates
  199. 199. B ©2011 Mike Berry Associates
  200. 200. ...can make a big difference ©2011 Mike Berry Associates
  201. 201. ©2011 Mike Berry Associates
  202. 202. A ©2011 Mike Berry Associates
  203. 203. ©2011 Mike Berry Associates
  204. 204. Asda Homepage redesign ©2011 Mike Berry Associates
  205. 205. ATest everything...that matters ©2011 Mike Berry Associates
  206. 206. ©2011 Mike Berry Associates
  207. 207. 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
  208. 208. Who‟s doing what? ©2011 Mike Berry Associates
  209. 209. THE BRAND: TIPP-EX © Mike Berry Associates 2011
  210. 210. 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
  211. 211. 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
  212. 212. CREATIVE SOLUTION – TIPP-EX• PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.” © Mike Berry Associates 2011
  213. 213. CREATIVE SOLUTION – TIPP-EX• VIDEO / ONLINE DEMONSTRATION © Mike Berry Associates 2011
  214. 214. 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
  215. 215. CREATIVE SOLUTION – TIPP-EX• Interview with Thomas Granger, Creative Director of Buzzman © Mike Berry Associates 2011
  216. 216. 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
  217. 217. RESULTS• BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY. © Mike Berry Associates 2011
  218. 218. 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
  219. 219. 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
  220. 220. THE BRAND –COMPARE THE MARKET © Mike Berry Associates 2011
  221. 221. 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
  222. 222. THE CHALLENGE• Cluttered and competitive market• Low interest, low creativity• „Distress purchase‟ © Mike Berry Associates 2011
  223. 223. CREATIVE SOLUTION © Mike Berry Associates 2011
  224. 224. CREATIVE SOLUTIONMarket Meerkat © Mike Berry Associates 2011
  225. 225. 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
  226. 226. CREATIVE SOLUTION -COMPARE THE MEERKAT• VIDEO © Mike Berry Associates 2011
  227. 227. CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  228. 228. CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  229. 229. CREATIVE SOLUTION - COMPARE THE MEERKAT• Use of social media:• 3,865 tweets; 36,424 following; 41,414 followers © Mike Berry Associates 2011
  230. 230. CREATIVE SOLUTION- COMPARE THE MEERKAT © Mike Berry Associates 2011
  231. 231. UK GOES MEERKAT MAD? © Mike Berry Associates 2011
  232. 232. CREATIVE SOLUTION – COMPARE THE MEERKAT• In their own words• VIDEO / VCCP, Steve Vranakis © Mike Berry Associates 2011
  233. 233. 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
  234. 234. 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
  235. 235. 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
  236. 236. 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
  237. 237. CREATIVE SOLUTION – COMPARE THE MEERKAT• VIDEO /bloopers © Mike Berry Associates 2011
  238. 238. Simples! © Mike Berry Associates 2011
  239. 239. THE BRAND – UK TRADE & INVESTMENT (UKTI) © Mike Berry Associates 2011
  240. 240. 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
  241. 241. 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
  242. 242. 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
  243. 243. THE SOLUTION © Mike Berry Associates 2011
  244. 244. THE SOLUTION © Mike Berry Associates 2011
  245. 245. THE SOLUTIONIN THEIR OWN WORDSVIDEO / Essence, Matt Isaacs VIDEO:Arena Flowers http://www.youtube.com/watch?v=45ZlA5lCzaE © Mike Berry Associates 2011
  246. 246. 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
  247. 247. 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
  248. 248. What‟s Next? ©2011 Mike Berry Associates
  249. 249. 7 things that are going to bebig(ger) in digital marketing - soon ©2011 Mike Berry Associates
  250. 250. 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
  251. 251. 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
  252. 252. 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
  253. 253. 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
  254. 254. 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
  255. 255. http://www.youtube.com/watch?v=R2bLNkCqpuY ©2011 Mike Berry Associates
  256. 256. 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
  257. 257. 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
  258. 258. 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
  259. 259. Offline driving web traffic
  260. 260. All elements of your marketing can and should work together ©2011 Mike Berry Associates
  261. 261. 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
  262. 262. Digital Marketing Budget Allocation ©2011 Mike Berry Associates
  263. 263. 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
  264. 264. 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
  265. 265. Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  266. 266. ©2011 Mike BerryAssociates
  267. 267. ©2011 Mike BerryAssociates
  268. 268. ©2011 Mike Berry Associates
  269. 269. Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  270. 270. Remember „the old stuff‟ still works too! ©2011 Mike Berry Associates
  271. 271. 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
  272. 272. • 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
  273. 273. ©2011 Mike BerryAssociates
  274. 274. ©2011 Mike Berry Associates
  275. 275. 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
  276. 276. 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
  277. 277. It‟s Digital• Pretty Cool huh? ©2011 Mike Berry Associates
  278. 278. ?
  279. 279. Thanks andlet‟s connect!Mike Berryuk.linkedin.com/in/mikeberrylinkedinblogbymikeberry.blogspot.comtwitter.com/mikeberrytweets

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