DIGITAL DOWNLOAD
Friday, 23rd July 2010
Before we start
le on Yo         uTube
                     le viewed Susan Boy
1.  How many peop            to air?
    tw o weeks after ...
th        eir
              ny people commit Twitter suicide after
4.  How ma
      first use?                            ...
What is this session about?



  Welcome                     5 mins

  What is online?             10 mins

  Australian d...
WHAT IS ONLINE?
Online is constantly changing



  Online = Digital =         Interactive   =   Multimedia




           Wikipedia define...
New digital elements are added daily


                           Mobile                    Websites
    Advertising
     ...
New digital elements are added daily


      eCRM                                 Search
                                 ...
New digital elements are added daily


                               Mobile                         Websites
    Advertis...
Quick snap shot: eCRM


                              Mobile                         Websites
    Advertising
            ...
eCRM gives brands direct relationships



      eCRM                =         Push                 +            Pull
  Cus...
What makes up eCRM?


                 Email


        Mobile   Relationship   Social

                 Messenger
        ...
What’s happening with emails?

 •  How Soon Do People Open Their Email?
        74.5% of opens occur within the first 24 h...
What makes an eCRM successful?

                Audience




       Time                Message
People (base) are critical to any comms
         Before considering eCRM, you must have a base

                Phase 1: A...
Baileys RM program F11

    F10                              F11
                           Theme
Acquisition
            ...
Quick snap shot: Social


                               Mobile                         Websites
    Advertising
         ...
What is social?



 Social     =      CRM               +           PR
                                                (pu...
Social must be consistent




                         Campaign activity



 To retain interest in your brands, you can’t ...
Baileys Australia




                                            Monday pm:
                                            W...
What are the types of social networking?


                               Photo
                              Sharing
    ...
What are people blogging about?




        Source: State of the Blogosphere 2009 http://technorati.com/blogging/article/d...
Quick snap shot: Search


                               Mobile                         Websites
    Advertising
         ...
Google is the remote to the Internet

•  Over 75% of all people start their Internet experience with
   search
      Googl...
‘obesity surgery options’ search results
‘obesity surgery options’ search results




Paid placements outlined in
     green: top & right
‘obesity surgery options’ search results




Natural placements outlined in
         green: centre
What is happening in search?

•  In December 2009, there were >131 billion searches
   conducted by people age 15 or older...
All segments search on generic terms




 It doesn’t matter what the age, gender of socioeconomic profile of consumers,
  ...
What you need to know about search?

1.  Search must be constant
       Search isn’t just a campaign, it must be on 100%

...
Quick snap shot: Content


                               Mobile                         Websites
    Advertising
        ...
Content is more than words



Content     =        Words                      +    Pictures
                              ...
Content continues to grow
JARGON TIME OUT
AUSTRALIAN ONLINE
MARKET
Customer Journey Online




      ‘New to Net’
                         Communications          Services          Retail  ...
Multi-tasking is becoming the norm

    •  65% of Australian Internet users say that for at least half
       the amount o...
Australian’s online in 2009




Source: eMarketer Australian Online Report, April 2010   39	
  
Australian’s using eCommerce

  •  Consumers want to use different technologies for different
     activities.
           ...
Check facebook
Check facebook
JARGON TIME OUT
Questions
Thoughts
INTEGRATED EXAMPLE
THOUGHTS
QUESTIONS
DISCUSSION
THANK YOU!
http://www.slideshare.net/domhind
http://dominiquehind.wordpress.com
What is the best & worst thing about digital?



                 MEASUREABILITY
What are common benchmarks?

 •  Online advertising (banner      •  Email
                                              Bo...
How do you make the most of campaign results?


             Revise                           Run




                    ...
How most businesses approach digital?




                  Campaign activity


                 Base line activity
      ...
How we should approach it?


                   Base line activity
        (consistency & presence in market 365 days)



...
What is the customer journey?


 Attract    Engage        Transact       Retain      Grow


   ATL       Microsite    Shop...
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Digital Introduction - AU Market

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Introduction to the digital advertising and marketing industry. A lot of relevant Australian examples, but useful for other markets.

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Digital Introduction - AU Market

  1. 1. DIGITAL DOWNLOAD Friday, 23rd July 2010
  2. 2. Before we start
  3. 3. le on Yo uTube le viewed Susan Boy 1.  How many peop to air? tw o weeks after it went 80,000,000 (61 every seco nd) mon thly? ny searches do Australians perform 2. How ma eb use r 15 yrs +) 100,000,000 (circa 80 per active w cebook? 3.  How many Australians are on fa 4yrs: 27%) 9,300,000 (average age = 25 - 3
  4. 4. th eir ny people commit Twitter suicide after 4.  How ma first use? people) ges co me from 10% of the 75% (90% of the messa edical/ ge clic k through rate for m 5 .  What is the avera mails? healthcare/dental e 2.54% industry? gest threat to TV/Movie 6.  What is the big vices Gamin g consoles & IP de ad) (Wii, PS3, Xbox, iP
  5. 5. What is this session about? Welcome 5 mins What is online? 10 mins Australian digital market 10 mins Discussion 5 mins
  6. 6. WHAT IS ONLINE?
  7. 7. Online is constantly changing Online = Digital = Interactive = Multimedia Wikipedia defines "online" as a state of connectivity
  8. 8. New digital elements are added daily Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages)
  9. 9. New digital elements are added daily eCRM Search Content: (email, Online PR Engine Social audio, visual, mobile, (blogs, viral) Strategy video social) (SEM, SEO)
  10. 10. New digital elements are added daily Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages) Search eCRM (email, Content: Online PR Engine mobile, Social audio, visual, (blogs, viral) Strategy social) video (SEM, SEO)
  11. 11. Quick snap shot: eCRM Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages) Search eCRM (email, Content: Online PR Engine mobile, Social audio, visual, (blogs, viral) Strategy social) video (SEM, SEO)
  12. 12. eCRM gives brands direct relationships eCRM = Push + Pull Customer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  13. 13. What makes up eCRM? Email Mobile Relationship Social Messenger (Chat)
  14. 14. What’s happening with emails? •  How Soon Do People Open Their Email?   74.5% of opens occur within the first 24 hours   84.3% occur within the first 48 hours. •  Open Rates   The overall unique open rates stand at 12.52% •  Click Through Rates   Religious 7%   Travel 4.5%   Banking & finance 4% •  Best Days to Send   Weekends & the beginning of the week outperform the other days   Monday is the clear winner having both the highest open rate & click rate. Source: Email Marketing report (http://dominiquehind.wordpress.com)
  15. 15. What makes an eCRM successful? Audience Time Message
  16. 16. People (base) are critical to any comms Before considering eCRM, you must have a base Phase 1: Acquisition Phase 2: Communications Number 3 - 6mths ongoing Time
  17. 17. Baileys RM program F11 F10 F11 Theme Acquisition How do we create a ‘cheeky’ with little night in? value or common Food theme Indoors (enhance) Interiors Entertainment
  18. 18. Quick snap shot: Social Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages) Search eCRM (email, Content: Online PR Engine mobile, Social audio, visual, (blogs, viral) Strategy social) video (SEM, SEO)
  19. 19. What is social? Social = CRM + PR (push) + Value (dialogue) (exclusive) Basic social There needs to be an understanding about corporate vs product/ brand & how they work together.
  20. 20. Social must be consistent Campaign activity To retain interest in your brands, you can’t turn a social campaign on & off – it must be constant.
  21. 21. Baileys Australia Monday pm: What did you think of Product Context Claire’s invention test dish on Master Chef? Friday pm: + Why not put a Baileys in the Wednesday pm: fridge for Friday night? Poh’s kitchen on Content tonight, SBS 7.30pm – don’t forget to tune in
  22. 22. What are the types of social networking? Photo Sharing Video Blogging Sharing Micro Podcasts Key Blogging Social Message Boards Platforms RSS Chat Widgets Rooms Social Networking
  23. 23. What are people blogging about? Source: State of the Blogosphere 2009 http://technorati.com/blogging/article/day-2-the-what-and-why2/
  24. 24. Quick snap shot: Search Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages) Search eCRM (email, Content: Online PR Engine mobile, Social audio, visual, (blogs, viral) Strategy social) video (SEM, SEO)
  25. 25. Google is the remote to the Internet •  Over 75% of all people start their Internet experience with search  Google has around 92% of the Australian market •  67% of all search traffic is driven by offline or above the line advertising  Consumers want to find out more.
  26. 26. ‘obesity surgery options’ search results
  27. 27. ‘obesity surgery options’ search results Paid placements outlined in green: top & right
  28. 28. ‘obesity surgery options’ search results Natural placements outlined in green: centre
  29. 29. What is happening in search? •  In December 2009, there were >131 billion searches conducted by people age 15 or older from home & work  46% increase from December 2008. •  In Australia, there are around 100,000,000 searches every month. Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/Press_Releases/ 2010/1/Global_Search_Market_Grows_46_Percent_in_2009
  30. 30. All segments search on generic terms It doesn’t matter what the age, gender of socioeconomic profile of consumers, they all search on generic terms & keywords (eg credit cards)
  31. 31. What you need to know about search? 1.  Search must be constant   Search isn’t just a campaign, it must be on 100% 2.  Search is more than words   Content, images, video, words
  32. 32. Quick snap shot: Content Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages) Search eCRM (email, Content: Online PR Engine mobile, Social audio, visual, (blogs, viral) Strategy social) video (SEM, SEO)
  33. 33. Content is more than words Content = Words + Pictures (video & images) + Info (website, blogs & articles) (map & price) There are byproducts to every piece of communication you create. You need to leverage everything.
  34. 34. Content continues to grow
  35. 35. JARGON TIME OUT
  36. 36. AUSTRALIAN ONLINE MARKET
  37. 37. Customer Journey Online ‘New to Net’ Communications Services Retail Contributor User First activities Email Online banking CDs/Books Blogs Get to know ISP Message services Simple travel Complex travel Comments & posting Information search Photo sharing Lodge tax eBay Customer reviews LOTS of time browsing Social networks Book concerts Groceries Ratings
  38. 38. Multi-tasking is becoming the norm •  65% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. Source: ninemsn Media Usage Study 2009
  39. 39. Australian’s online in 2009 Source: eMarketer Australian Online Report, April 2010 39  
  40. 40. Australian’s using eCommerce •  Consumers want to use different technologies for different activities.  92% want to use websites to compare prices  76% want to use websites to access & print coupons  75% want to use mobile phones to find out where the nearest store is located  70% want to see what goods are in stock before going into the store Source: May 2010, IBM research: http://www.internetretailing.com.au/Australian-statistics/
  41. 41. Check facebook
  42. 42. Check facebook
  43. 43. JARGON TIME OUT Questions Thoughts
  44. 44. INTEGRATED EXAMPLE
  45. 45. THOUGHTS QUESTIONS DISCUSSION
  46. 46. THANK YOU! http://www.slideshare.net/domhind http://dominiquehind.wordpress.com
  47. 47. What is the best & worst thing about digital? MEASUREABILITY
  48. 48. What are common benchmarks? •  Online advertising (banner •  Email   Bounce rates ads)   Open rates   Click through rates   Direct response   Most popular articles •  Click through rates   Number of forwards •  Interaction rates •  Search   Keywords •  Post impression clicks   Position   Brand response   Cost per click   Cost per lead •  Impressions served   Cost per sale •  Websites •  Blogs   Views   Visitors   Comments   Time spent on site   Linking to   Search terms   Number of pages viewed   Referring sites   Sign-ups/Registrations   Most popular pages   Internal searches   Paths through site   Returning traffic
  49. 49. How do you make the most of campaign results? Revise Run Review Run Review Revise Improvement Run Review Revise Run Review Revise Run Review Revise
  50. 50. How most businesses approach digital? Campaign activity Base line activity (consistency & presence in market)
  51. 51. How we should approach it? Base line activity (consistency & presence in market 365 days) Campaign activity
  52. 52. What is the customer journey? Attract Engage Transact Retain Grow ATL Microsite Shop online DM DM POS Landing page Register eDM eDM Online Website eDM sign-up Call Call OTM Instore DM In-branch Microsite Microsite eDM Call centre WOM Measurement & Optimisation

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