The Ultimate Digital Marketing Mix - Marketing Indaba 2011


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The importance of channel integration and why you should pay attention to holistic marketing approaches. Presented at the Marketing Indaba 2011 by Christine da Silva

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  • The Ultimate Digital Marketing Mix - Marketing Indaba 2011

    1. 1. The Ultimate Digital Marketing Mix <br />The importance of Channel Integration and why you should pay attention to holistic marketing approaches.<br />Christine da Silva <br />Neo@Ogilvy<br />2011<br />
    2. 2. The Ultimate Digital Marketing Mix <br />The SA Digital Landscape<br />Knowing Your Customer<br />How Much Budget to Invest<br />The Digital Marketing Mix<br />What’s Hot<br />Summary<br />Questions<br />Digital Staple Food<br />
    3. 3. The SA Digital Landscape<br />What are we doing online?<br />
    4. 4. The South African Landscape<br />In December 2010 South Africa looked like this:<br />Population 49,109,107<br />6,800,000 Internet users, (just over 9 mill April 2011 )<br />3,452,260 Facebook users, <br /> (3,467,660 (18 years and older) April 2011 )<br />*According to WorldInternetStats<br />
    5. 5. What are we doing online?<br />There were 9.097 million unique browsers from South African users to DMMA websites<br />There were 47.776 million visits from South African users to DMMA websites<br />*According to DMMA for April 2011<br />
    6. 6. What are we doing online?<br />*According to Google Insights for Search 2011<br />
    7. 7. Behaviours are Changing<br />We are actively participating in acquiring knowledge. <br />Be that knowledge news, social or product information.<br />
    8. 8. 2. Knowing Your Customer<br />We’re all people<br />
    9. 9. The Online Landscape<br />Early Adopter<br />Late Adopter<br /><ul><li>Connected 24/7,
    10. 10. multiple digital platforms simultaneously,
    11. 11. the Internet is natural to them,
    12. 12. Strengthen offline social relationships in the online space.
    13. 13. Difficult to access internet
    14. 14. Give more status to online connectivity, because it is difficult to access,
    15. 15. becomes something they aspire to,
    16. 16. Technology gives them symbolic status, thus, they make an effort to access it.</li></ul>*According to DMMA Research Report 2010<br />
    17. 17. Who are we Speaking to?<br />Early Adopter<br />Researching<br />Pre-buy product research & comparison<br />News & information (Current affairs)<br />Self-medicating (health)<br />Socialising<br />Proving a Status perception<br />Sharing our lives<br />Giving our opinions<br />Feeling important<br />
    18. 18. If marketing has one goal....<br />It’s to reach consumers at the moments that most influence their decisions. <br />
    19. 19. Influence has many faces<br />“Instant gratification” is a popular concept in advertising. Example Verimark (if you buy this then you get something free..) Or engagement via competition.<br />Perceptions of value matter even more in the ever-more-complex multichannel-retailing environment. Win by showing value & being present.<br />“Peer Pressure” or influence is acknowledged - word of mouth, online forums, and print reviews -matters more in the evaluation and purchase stages than traditional, company-driven advertising. <br />
    20. 20. Complex Purchasing Process<br />
    21. 21. #Winning<br />Understand how to be front of mind in the initial-consideration set that consumers develop as they begin their decision journey.<br />*Courtesy @CharlieSheen<br />
    22. 22. ie<br />Multi-channel marketing will help you refine your process.<br />
    23. 23. 3. How Much Budget to Invest<br />It depends.<br />
    24. 24. 2010 Proportion of Marketing budget in digital<br />Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report (UK) <br />
    25. 25. 2010 Proportion of Marketing budget in digital<br />According to PricewaterhouseCoopers by the end of 2010, digital advertising spend accounted for 25 % of overall U.K. ad spend.<br />Mostly spent on social media, video, and mobile advertising channels, which saw year-over-year spending increases.<br />Investment in search advertising, continued its consistent growth, increasing 8 percent year-over-year, 57 % of total online ad spend in 2010. <br />Display ads - which includes social media and video ads - increased its share of spending by 3 % to reach a total of 23 %<br />*Courtesy PricewaterhouseCoopers & IAB advertising spend study<br />
    26. 26. 4. The Digital Marketing Mix<br />What should we be looking at?<br />
    27. 27. The Perception....<br />It’s different to traditional marketing practices. <br />And a lot more complicated too.<br />...The Reality<br />It’s NOT.<br />
    28. 28. Q. How do we start creating the right digital marketing mix?<br />Start with your website goals<br />and how to create value for <br />your customers<br />Research your online<br />marketplace to define the<br />most appropriate marketing<br />mix for your digital strategy<br />Integrate web analytics, on <br />and offline conversion tracking<br />and optimization so that<br />campaign performance can be<br />tracked and optimized.<br />Implement the tactics that fit<br />your goals best. Be flexible. <br />Be agile!<br />1<br />2<br />3<br />4<br />
    29. 29. Choosing Channels<br />Which channels should you use to accomplish what?<br />Email Marketing<br />Media Placement<br />Search Marketing<br />Social Media<br />
    30. 30. Email Marketing<br />Staying in Touch<br />
    31. 31. Email Marketing<br />Staying in Touch<br />Why?<br /><ul><li> Stay in touch with existing client base and gaining new potential leads.
    32. 32. Increase Your Sales Conversion
    33. 33. Generate Repeat Sales
    34. 34. Up-sell and Cross-sell Products and Services
    35. 35. Gain Valuable Feedback from your Visitors
    36. 36. Drive Web Users to Make Offline Purchase</li></ul>Measurement<br />Open rate & Conversion<br />Lead Time<br /><ul><li>Recipients are usually slow to open (ave good gen open rate 25%)
    37. 37. Good Conversion Rate on average (1%-5%)</li></li></ul><li>Email Marketing<br />Staying in Touch<br />Tips to Increase Opens<br /><ul><li>Stick with Tuesday deliveries
    38. 38. Shorten the subject lines & keep them catchy
    39. 39. Share information rather than be advertorial – depending on industry</li></ul>Tips to Increase Conversions<br /><ul><li>Testimonials help enforce your credibility
    40. 40. Reward Subscribers with discounts or value offers (ebooks etc)
    41. 41. UX! That is user experience 
    42. 42. Include a Call To Action
    43. 43. Test and Track (email clients & analyse what they do!)</li></li></ul><li>Media Placement<br />Strategic brand placement <br />
    44. 44. Media Placement<br />Strategic brand placement <br />Why?<br /><ul><li> A great way to build brand awareness and drive traffic
    45. 45. Geo-target your preferred advertising regions
    46. 46. Hand-pick the sites you want to advertise on
    47. 47. Choose payment structure CPM or CPC</li></ul>Measurement<br />CTR, Impressions, Conversions<br />Lead Time<br /><ul><li>Low CTR (ave good CTR < 1%)
    48. 48. Good Conversion Rate on average (<2%)</li></li></ul><li>Media Placement<br />Strategic brand placement <br />Tips to Increase CTR<br /><ul><li>Target correct websites
    49. 49. Attention grabbing design
    50. 50. Use a variety of banners and track their click-though statistics
    51. 51. Include CTA
    52. 52. KISS
    53. 53. Don't’ trick people to click on the ad
    54. 54. Interactive banners work well</li></ul>Tips to Increase Conversions<br /><ul><li>Landing page UX! That is user experience 
    55. 55. Deliver what the banner promises
    56. 56. Test and Track (show more successful banners more often) & also remarket banners.</li></li></ul><li>Search Marketing<br />Target Wide & Direct Concurrently. Fast<br />Paid<br />Organic<br />
    57. 57. Search Marketing<br />Target Wide & Direct Concurrently. Fast<br />Why?<br /><ul><li> Cover more ground, therefore increased Traffic
    58. 58. Brand Awareness
    59. 59. Be present at the start of the purchase funnel!
    60. 60. Fully measurable
    61. 61. Free on organic search
    62. 62. Delivers Measurable CPC on PPC (ROI)</li></ul>Measurement<br />Organic: Traffic, Keyword Ranking, PageRank, Site Indexing<br />Paid: Clicks, CTR and Conversions<br />Lead Time<br /><ul><li>Organic 6 – 8 months for good ranking (once ranked in Top 5 CTR varies up to 68%)
    63. 63. Paid Search immediate traffic (ave good gen CTR 2%)
    64. 64. Good Conversion Rate on average (*5%-20%)</li></li></ul><li>Search Marketing<br />Target Wide & Direct Concurrently. Fast<br />Tips to Increase Ranking<br /><ul><li> Remove technical obstacles
    65. 65. Keep an eye on your competitors
    66. 66. Choose relevant keywords
    67. 67. Customise your title
    68. 68. Customise your description
    69. 69. Be sure to have those keywords in your content
    70. 70. Organic: acquire relevant content links
    71. 71. Paid: SEO and CPC</li></ul>Tips to Increase Conversions<br /><ul><li>UX! That is user experience 
    72. 72. Include a Call To Action
    73. 73. No more than 3 clicks to get to objective
    74. 74. Test and Track (analyse what visitors do!)</li></li></ul><li>Social Media<br />Peers Count<br />
    75. 75. Social Media<br />Peers Count<br />Why?<br /><ul><li> Stay in touch with consumers wants
    76. 76. Proactive branding - Gain new potential leads by being present
    77. 77. Engage directly with target audience that has expressed interest already
    78. 78. Build brand ambassadors
    79. 79. It builds traffic
    80. 80. Cost effective</li></ul>Measurement<br />“Followers / Fans”, Interaction from Fans<br />Lead Time<br /><ul><li>Once picked up very fast (within a month, depending on the brand and incentive)
    81. 81. Conversions are dependent on the influencer</li></li></ul><li>Social Media<br />Peers Count<br />Tips to Increase Ambassadors/Followers<br /><ul><li>Find the pivotal figure(s) of influence in the specific sector (the leader)
    82. 82. Publish relevant content, not just advertorial
    83. 83. Engage
    84. 84. Don’t be afraid of negative comments (within reason)
    85. 85. Cross reference activities (eg Twitter, FB & Blog)</li></ul>Tips to Increase Conversions<br /><ul><li>Reward fans with discounts or value offers (Foursquare, ebooks etc)
    86. 86. Keep message consistent across channels
    87. 87. Include a Call To Action
    88. 88. Involve community with (small) decisions
    89. 89. A higher following means increased credibility
    90. 90. Make information easy to share
    91. 91. Test and Track ( different incentives )</li></li></ul><li>wSearch Marketing<br />It All Leads Back to Search<br />Integration is important: 67% of searches are influenced by other media<br />17% of those exposed to a radio ad<br />30% of those exposed to a print ad<br />9% of those exposed to a billboard or indoor venue<br />37% of those exposed to a TV ad<br />36% of those exposed to word of mouth/Social<br />27% of those exposed to an online ad<br />…used a search engine to find out more about product/service*<br />All media channels serve a purpose based on their need in the media mix.<br />Search serves as a link to bring these channels together and blurs the lines that once siloed these tactics through new products and services<br />*Online-Jupiter Research 04/07 & iProspect 2008<br />
    92. 92. According to Google<br />Uplift in <br />Queries<br />Uplift in <br />Queries<br />Paid Search<br />1/15 Registrations<br />2.6% Registrations<br />TV Spots<br />+ Registrations<br />6 – 8 weeks time lag<br />Month 1<br />Month 2<br />Month 3<br />4 – 6 weeks time lag<br />*Research conducted by Google o/b VW Germany 2010<br />
    93. 93. 5. What’s Hot<br />What’s everyone else doing?<br />
    94. 94. What’s Hot for 2011<br />What’s everyone doing? Social.<br />
    95. 95. What’s Hot for 2011<br />5 trends from for 2011<br />URBANOMICS – think local, act global…cater for global citizens,<br />Online status symbols – feel part of a community, and show it!,<br />Socialites – word of mouth…even moreso,<br />Pricing pandemonium – group buys and flash sales everywhere,<br />Planned spontaneity - mobile will drive meet-ups of like people.<br />
    96. 96. 7. Summary<br />Key Campaign Ingredients<br />
    97. 97. Key Campaign Ingredients<br />Staples to remember in every campaign<br />Remember:<br />Let your Audience guide the channel(s)<br />Let your Objectives determine the budget<br />Be flexible / agile<br />Listen to your Customer<br />Tailor your message to your platform and audience<br />Messaging should be consistent between online, print, and search (search ads should reflect print and online creative)<br />Track and Measure<br />
    98. 98. Thank you<br />Contact:<br />Christine da Silva <br /><br />+27 21 467 1322<br />Neo@Ogilvy | @neosouthafrica<br />Full Service Digital Agency<br />
    99. 99. 8. Digital Staple food<br /><br /><br /><br /><br /><br />