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Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
Digital Introduction - AU Market
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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.

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

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  • 1. DIGITAL DOWNLOAD Friday, 23rd July 2010
  • 2. Before we start
  • 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. 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. What is this session about? Welcome 5 mins What is online? 10 mins Australian digital market 10 mins Discussion 5 mins
  • 6. WHAT IS ONLINE?
  • 7. Online is constantly changing Online = Digital = Interactive = Multimedia Wikipedia defines "online" as a state of connectivity
  • 8. New digital elements are added daily Mobile Websites Advertising (smart Application (microsites & (buttons & Email phones, development landing banners) iPad) pages)
  • 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. 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. 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. eCRM gives brands direct relationships eCRM = Push + Pull Customer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  • 13. What makes up eCRM? Email Mobile Relationship Social Messenger (Chat)
  • 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. What makes an eCRM successful? Audience Time Message
  • 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. 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. 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. 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. 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. 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. 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. What are people blogging about? Source: State of the Blogosphere 2009 http://technorati.com/blogging/article/day-2-the-what-and-why2/
  • 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. 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. ‘obesity surgery options’ search results
  • 27. ‘obesity surgery options’ search results Paid placements outlined in green: top & right
  • 28. ‘obesity surgery options’ search results Natural placements outlined in green: centre
  • 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. 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. 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. 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. 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. Content continues to grow
  • 35. JARGON TIME OUT
  • 36. AUSTRALIAN ONLINE MARKET
  • 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. 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. Australian’s online in 2009 Source: eMarketer Australian Online Report, April 2010 39  
  • 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. Check facebook
  • 42. Check facebook
  • 43. JARGON TIME OUT Questions Thoughts
  • 44. INTEGRATED EXAMPLE
  • 45. THOUGHTS QUESTIONS DISCUSSION
  • 46. THANK YOU! http://www.slideshare.net/domhind http://dominiquehind.wordpress.com
  • 47. What is the best & worst thing about digital? MEASUREABILITY
  • 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. 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. How most businesses approach digital? Campaign activity Base line activity (consistency & presence in market)
  • 51. How we should approach it? Base line activity (consistency & presence in market 365 days) Campaign activity
  • 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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