Justin Cullen
Making digital work for you
Our reality: We have entered anew era of marketing  communications
TECHNOLOGY                   CONTROLEXPERIENCES                   ALWAYS ON              PARTICIPATION
 Know where your market is online 1. Ensure your site is viewable on all devices 2.3. Set informed and achievable goals4...
Know where your market is online
4,000   3,7503,500                                                            Unique visitors (000)3,0002,500            2...
Media habits differ widely by audience…  15-24yrs                                                      55yrs+  20% of tota...
The targeting opportunities are wide and varied… • Would you use online to target consumers over 55 yrs? 200,000 users ove...
Ensure your site is viewable on all devices
Does your website need to go on a diet?
RESPONSIVE WEB DESIGN
Device breakpoints
examples Newspapers and media companies have been particularly fast to move to responsive design, as it solves many of the...
Set informed and achievable goals
What do you hope to achieve from digital?• Digital is no different to any other business channel• It requires a fully fles...
Campaigns need to be optimised to KPIs
The future ‘really’ is mobile
Mobile is a game changer…
Mobiles are an integral part or media consumption  • And this is for your text     – Then we go smaller        • Smaller a...
The big mobile question…                           ??
Prepare your business for the data age
Data is an engine for business success72% of companies have started to implement a ‘single customerview’, but… only 2% can...
Structuring your data is crucial for success…
 Know where your market is online 1. Ensure your site is viewable on all devices 2.3. Set informed and achievable goals4...
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
Website and Mobile Advertising
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Website and Mobile Advertising

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Website and Mobile Advertising - Justin Cullen, Core Media

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  • The world in which we operate as a business has shifted. It hasn’t been an overnight change, but over recent years the pace of change has accelerated faster than ever before. What constitutes as ‘media’ is changing daily, and we need to adapt and change to this new world of opportunity.So, what is driving this change? We think 5 big factors are at play:
  • So, what is driving this change? We think 5 big factors are at play:The first factor is technology – but from the consumer’s POV, ie. What technology is allowing them to do There is no doubt that technology is one of the biggest facilitators of change in our industry. Technology is empowering consumers like never before, and providing infinite more opportunities to interact and know our customers. The world is digital, and will only become even more so. This offers great scope for us to create even deeper experiences for our audiences.2. The second factor is the democratisation of brand control3. The third factor is the new 24/7 world of brandsTypically we are briefed on campaigns which have a shelf date – sell this, promote that. The fact is, brands need to be live far longer than campaigns, and we need to consider how our experiences can live on beyond the first impact. Our new skill set needs to think about the full consumer experience – not just the advertising experience. Digital has changed the game, brands need to be on all the time to sense, respond and react to opportunities – this is the new expectation. Brands are no longer the primary custodian of their communications. Content has been democratised such that the way you discover brands is shifting from a mostly brand led model to a more dynamic interchange between people and brands. The social media explosion, coupled with mobility and the increasing powers of search is allowing consumer generated brand experiences to gain a bigger audience then they ever have before. We need to move with this and include people in the communication of our brands.4. The fourth factor is an increase in consumer interest and willingness to participate and get involved with brands – we have a far more participatory culture than we have in previous erasThe original model of advertising is built on persuasion. Our role was to tell and convince people to buy our products, use our services, or shift their behaviours. But as people become more of a part of brands, as we get more personal in the way that we interact with them this model is just not cutting it. This is not how people want to engage with brands – and they are voting with their feet, taking the opportunity to participate. We need to behave in ways that earn their trust. We need to include and involve. We need to be generous and serve, rather than preach and sell.
  • Website and Mobile Advertising

    1. 1. Justin Cullen
    2. 2. Making digital work for you
    3. 3. Our reality: We have entered anew era of marketing communications
    4. 4. TECHNOLOGY CONTROLEXPERIENCES ALWAYS ON PARTICIPATION
    5. 5.  Know where your market is online 1. Ensure your site is viewable on all devices 2.3. Set informed and achievable goals4. The future ‘really’ is mobile5. Prepare your business for the data age
    6. 6. Know where your market is online
    7. 7. 4,000 3,7503,500 Unique visitors (000)3,0002,500 2,2632,000 1,862 1,774 1,5201,500 1,231 953 8621,000 817 776 738 500 0 Source: comScore, Oct 2012 (3-month average)
    8. 8. Media habits differ widely by audience… 15-24yrs 55yrs+ 20% of total 13% of total Source: comScore, Oct 2012 (3-month average)
    9. 9. The targeting opportunities are wide and varied… • Would you use online to target consumers over 55 yrs? 200,000 users over 55yrs 167,000 users over 55yrs Research your target audience before activating campaigns Source: comScore, Oct 2012 (3-month average)
    10. 10. Ensure your site is viewable on all devices
    11. 11. Does your website need to go on a diet?
    12. 12. RESPONSIVE WEB DESIGN
    13. 13. Device breakpoints
    14. 14. examples Newspapers and media companies have been particularly fast to move to responsive design, as it solves many of their problems of delivering content to multiple devices, without the need to update multiple sites or apps.
    15. 15. Set informed and achievable goals
    16. 16. What do you hope to achieve from digital?• Digital is no different to any other business channel• It requires a fully fleshed out strategy just the same as opening a new office, territory or outlet• Start with objectives, to deterime goals, will inform your strategy and influence the tactics you use Ensure all stakeholders have clearly defined KPIs
    17. 17. Campaigns need to be optimised to KPIs
    18. 18. The future ‘really’ is mobile
    19. 19. Mobile is a game changer…
    20. 20. Mobiles are an integral part or media consumption • And this is for your text – Then we go smaller • Smaller and smaller
    21. 21. The big mobile question… ??
    22. 22. Prepare your business for the data age
    23. 23. Data is an engine for business success72% of companies have started to implement a ‘single customerview’, but… only 2% can currently integrate all of the data they can capture. 74% of customers would respond postively to companies who‘understand them’ by making peer recommendations, signing upfor additional marketing, making additional purchases or leaving a positive review on a website. Source: Experian
    24. 24. Structuring your data is crucial for success…
    25. 25.  Know where your market is online 1. Ensure your site is viewable on all devices 2.3. Set informed and achievable goals4. The future ‘really’ is mobile5. Prepare your business for the data age
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