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Session 3   Yean Cheong
 

Session 3 Yean Cheong

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Building Your Online Strategy ...

Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.

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  • 2008 (C) 2008 ADMA Education Courses
  • What are the critical elements of a successful online strategy. What are the key questions that need to be answered when evaluating and preparing a digital strategy
  • What are the critical elements of a successful online strategy. What are the key questions that need to be answered when evaluating and preparing a digital strategy
  • Understanding the marketplace and dynamics What is USP product and service? Who are my customers? How do they behave online / offline
  • 2008 (C) 2008 ADMA Education Courses
  • 2008 (C) 2008 ADMA Education Courses
  • What are the critical elements of a successful online strategy. What are the key questions that need to be answered when evaluating and preparing a digital strategy
  • What are the critical elements of a successful online strategy. What are the key questions that need to be answered when evaluating and preparing a digital strategy

Session 3   Yean Cheong Session 3 Yean Cheong Presentation Transcript

  • Building your online strategy Digital Futures 2009 Innovation Centre Sunshine Coast 4 September 2009 Yean Cheong General Manager, Digital emitch Brisbane
  • Before we get started… http://www.youtube.com/watch?v=cL9Wu2kWwSY
  • About me…
    • Yean Cheong
    • Integrated Marketer for 20 years, worked in Digital Marketing for 8
    • General Manager, Digital of Mitchell Communication Group, heads up emitch Brisbane
    • Originally from Singapore, worked throughout Asia, Australia and New Zealand
    • 2002 to 2007, launched and headed up marketing of ZUJI.com.sg; ZUJI.com.au (owned by Travelocity) and Blueholidays.com.au (package holidays booking platform of Virgin Blue)
    • Prior to Mitchell, was Head of Digital and Direct at Clemenger, developed marketing and interactive strategies and project-led the implementation of more than 20 websites
    • 6th year in Australia, first 2.5 years in Sydney
    • Taught ADMA digital marketing course since 2008, active advocate of QLD interactive industry and regular speaker at AU events and conferences
    • 3 things I can’t live without:
      • Family (partner and dog)
      • iphone
      • Blackberry
    • One thing I’ve done that no one here knows about…
  • Agenda
    • Is online the right fit for your business?
    • Building an online strategy - 5 Key Questions
    • Tools for planning and researching your target audience
    • Online integration with offline strategies
    • Media Planning and Budgeting
    • Implementation, Tracking and Measurement
    • Revisit, review and rewrite
  • The rise of ‘media meshing’ Source: Nielsen Online Technology Report, 2009 Audiences no longer consume media in silos
    • While online…
      • 61% watch TV & 50% listen to radio
    We no longer can plan media in silos Broadband has enabled users to immerse themselves with more content, more often in a way that suits them
  • Is online the right fit for your business?
  • What is a strategy?
    • What it is not…
      • A list of action items
      • Number of media channels
      • Product features
      • Sales force
    • What it is…
    • Strategies for
      • Online as Market
        • Focus primarily on cost and revenue focus
      • Online as another media channel
        • Focus on incremental frequency and reach
  • 5 Key Questions
    • What are my business objectives?
    • What are my marketing objectives?
    • Who is my target audience, what do I know of their online behaviour?
    • What are my digital objectives and tactics
    • How do I measure online success?
  • 5 Key Questions
    • What are my business objectives?
  • Understand the marketplace
  • 5 Key Questions
    • What are my marketing (communications) objectives?
  • Mitchell Strategy Building Kaleidoscope Building an online strategy Uncovering the insights that will form the basis of the Communications DNA Articulating the Communications DNA and using it as a catalyst to generating brand-building ideas Measuring the impact of the Communications DNA on the brands success and the response of the competition Executing the Communication DNA into inspired brand-building ideas in the real world of budgets and timings
  • Uncovering Insights PRODUCT/CATEGORY INSIGHT Example: My category has a low-touch, high-click path to purchase OR My product is more enticing if “cost-savings” versus “low rate” is the key message COMPETITIVE INSIGHT Example: Aggressive competitors both online and offline, product price parity, i.e. increasing number of online comparison sites CONSUMER INSIGHT Example: High expectation for 24/7 accessible information; Delivery costs no longer a barrier to purchase MEDIA INSIGHT Example: My target audience primarily uses online as a ‘communication tool’ as opposed to a ‘research tool’ BRAND INSIGHT Example: People perceived me as a challenger brand, therefore expects value and personable service from me GLOBAL INSIGHT Example: People are looking to the web to research and gather information about my products before choosing to engage or contact me Your Product OR Service
  • 5 Key Questions
    • Who is my target audience, what do I know of their online behaviour?
  • Know your customers ” “ I’m looking to escape the grind, get away from it all ” “ I think spending time with loved ones is important ” “ I want more to choose from ” “ Value is king!!
  • What tools are available?
    • Panel data Machine based data
    Adhoc Reports Social Media Monitoring Nielsen Buzz Metric
  • Free Tools
    • Audience
    • Activity
  • Misc tools
    • Blog and social search
    • Twitter comment search
  • Putting it in practice
    • Example: Brief from Client X, u sing Roy Morgan Asteroid and Nielsen AdRelevance
    • Product
    • Inbuilt Water Cooler Filtration Systems
      • “ takes bad stuff from water and puts back good stuff”
      • Direct Response
    • Target Audience
    • Young families in outer suburban or larger regional centres
    • Older and younger people, interested in healthy living
    • Market Coverage
    • Eastern Seaboard
    • Media Preferences
    • FTA & STV (regional)
    • Digital
  • Our task…
    • Profile target audience
      • Demographics
      • Segments
      • Activities/Interests
      • Behavioural, attitudes and lifestyles
      • Media Habits
    • Define any other potential target markets
      • People who have similar traits to those people who have bought a water filter system in the last 12 months
      • People who intend to buy a water filter system in the next 12 months
    • Use our resources to find target insights
      • Media Consumption
      • Choose to watch
      • Product Purchase Information
  • Outcomes
  • Age Gender Lifestage Occupation HHI Disc. Spending Socio-Economic Employment Status
  • Magazines
    • From the media consumption chart we see our target market has a heavy diet of Magazines and Internet
    • The next step is to drill down into specific channels and find the most effective vehicle for our message
  • Websites
  • Using the data…
    • We then cross reference our findings with time spent online, time spent viewing, frequency of visitation and a variety of other variables to further quantify our proposed media selection
    • The aim is to give direction to the response to the client brief and include any additional information we uncover that may be relevant
  • 5 Key Questions
    • What are my digital objectives and tactics
  • Digital Channels ONLINE STORE EMAILS MOBILE DEVICES BANNER DISPLAY / ADVERTISING ON PORTALS SOCIAL MEDIA BRAND WEBSITE 360 o Consumer Touch Points AFFILIATE WEBSITES SEARCH ENGINES
  • Online media in the marketing mix Source: ADMA Certificate of Digital Marketing 2008 Online media in combination with offline media to drive awareness, sales, loyalty and advocacy. Awareness Understanding Consideration Registration Transaction Repeat Transaction Acquisition Activation Retention Mobile Display Portals, Search, Affiliate Websites On-site (Website) Marketing Email Marketing, Social Media Consumer lifecycle Digital Marketing channels CRM
  • Asking the right questions Mobile Search, Display Portals, Affiliate Websites On-site (Website) Marketing Email Marketing, Social Media CRM Source: ADMA Certificate of Digital Marketing 2008 Awareness Understanding Consideration Registration Transaction Repeat Transaction Acquisition Activation Retention Consumer lifecycle Digital Marketing channels May I distract you from what you’re doing? Welcome to my shopfront window, this is what I sell, come this way, go that way. You’ve given me permission to speak to you… Here’s rewarding you with pre-launch deals, first to market messages, personalised information and offers. I will never abuse this trust, will not call you unless this information is 100% useful relevant to you. Thank you for your business! Reward, Surprise and Delight. What terms are you using to find me in search engines? How do you come to use these terms? What are you saying? Start by listening.
  • Online integration with offline Path to purchase Channels/ influences Purchase stage Attraction Consideration (seeking information) Developing desire Active Sales Product selection Engagement Mass media Outdoor? Quick response media Online CRM Data analysis E-DM Example: Goal for existing customers is to capture them when they are in this phase. Online is the most targeted, therefore cost effective channel. Example: Imperative to acquire new customers to start the conversation earlier in the path using mass media to attract and then later to capture them through online activities as they transition.
  • Media Planning and Budgeting
  • Channel Planning – Awareness or Direct Response Awareness Consideration & Desire General Media Activity Performance based display Affiliate Marketing Search Marketing - Audience potential + Harvesting active seekers = Selection & Purchase + Cost Per Action - Display & Targeted Vertical Media
  • Activity Planning - Determining Site List
    • Awareness Objectives
    • High Reach = volume of impressions
    • Higher frequency
    • Higher Share of Voice
    • Larger creative sizes
    • More impactful executions
    • Obvious branding
    • Sponsorships
    Demographic profiling and reach potential/consumption Contextual relevance and targeting capabilities Competitive/brand fit Breadth of environment & depth of content Negotiability & flexibility Past learning’s& results
    • Direct Response Objectives
    • High volume low cost buys
    • Day-part/day of week targeting
    • Frequency cap activity
    • Text based placements
    • SEM activity
    • Need strong call to action
  • 5 Key Questions
    • How do I measure online success?
  • Implementation, Tracking and Measurement
    • Paramount to digital and online activity
    • Transparent and measurable
    • Third Party Adserving / Tracking e.g.
      • Doubleclick
      • Omniture
      • Google Analytics (free tool with limitations)
    • Allows advertisers to understand and measure activities of the user past the initial impression and click stage
      • This is enabled by placing ad-server tracking tags on important pages of an advertisers website
      • These further activities can then be attributed to a specific creative concept and ad placement
      • Important pages to track for a financial services advertiser could be online applications, prospectus downloads, volume of users viewing a PDF etc.
  • Post click activity (direct) User sees ad and CLICKS on it User is taken to landing page/micro site User goes on from landing page to complete an application process. This is tracked back to creative and placement by a tracking tag placed on the final page of the process thank you page. Ad-server tracking
  • Post impression activity (branded) User sees ad but does NOT click on it Within a set period of time, the user visits the landing page/micro site User goes on to complete an application process having just seen the banner but not clicked on it. This is tracked back to creative and placement by a tracking tag on application thank you page code. Ad-server tracking
  • Post Click Tracking
    • Measuring Activities on advertisers’ websites e.g.
      • Brochure downloads
      • eNewsletter sign-ups
      • Completed applications
      • Sales Orders
      • Revenue
    • Site activities can be broken into two different types:
      • Post click activities
      • Post impression activities
  • Research supports the importance of both PI and PC measurement
  • Working back to Objectives
    • Real Time Tracking
    • Analyse
      • Which creative brought more activities / users to the site?
      • What creative resulted in more acquisitions?
      • Which sites / placements were most effective in bringing users to the site?
      • What type of format – banner vs text link resulted in more acquisitions
    • Optimise during campaign
    • Remove ineffective activity
    • Upweight areas producing results
  • Revisit, review, rewrite
    • Apply learnings back to the forensic, genesis, ignition, surveillance wheel
    • Recap the 5 key questions
      • What are my business objectives?
      • What are my marketing objectives?
      • Who is my target audience, what do I know of their online behaviour?
      • What are my digital objectives and tactics
      • How do I measure online success?
  • Questions?
  • Thank you.
    • Contact
        • Yean Cheong
        • General Manager Digital, emitch
        • Mitchell Communication Group
        • Email: [email_address]
        • Phone: 07 3119 2444
        • Address: 31 James Street, Fortitude Valley QLD 4006