BCM "Interactive: The Most Able Medium'' Presentation - November 2008


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In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008

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  • BCM "Interactive: The Most Able Medium'' Presentation - November 2008

    1. 1. able Interactive : the most able medium
    2. 3. <ul><li>account </li></ul>able
    3. 4. <ul><li>Measure- </li></ul>able
    4. 5. <ul><li>Test </li></ul>able
    5. 6. <ul><li>Soci- </li></ul>able
    6. 7. <ul><li>Target </li></ul>able
    7. 8. able
    8. 10. How the dollars follows the eyeballs 1.
    9. 11. Finding influencers and becoming part of the conversation 2.
    10. 12. Keeping the shopfront open 24/7 3.
    11. 13. Targeting technology 4.
    12. 14. The emerging arena of mobile devices 5.
    13. 15. 1. The $s follow the eyeballs
    14. 17. Internet advertising continues to grow – 30% 3 rd quarter y-on-y Source: Internet Advertising Bureau July to September 2008
    15. 18. Online advertising spend third quarter 2008 Source: Internet Advertising Bureau July to September 2008 33% increase y-o-y 29% increase y-o-y 25% increase y-o-y
    16. 19. But tracking just advertising is like looking at the tip of the iceberg
    17. 20. <ul><li>Australian businesses invested more than $17.9 billion dollars on digital services in 2008 </li></ul><ul><li>Forecast that in 2009 businesses will engage with 40% of their customers through digital services </li></ul>Source: AIMIA Digital Services Index November 2008
    18. 21. Firstly some inspiration
    19. 23. The first social media president <ul><li>The power of a database and anticipated, personal and relevant messages </li></ul>
    20. 24. Turn down the SPAM and turn up the permission
    21. 25. 1. A site that encourages social networking Clear, simple call to action with one objective in mind - permission
    22. 26. 2. Communicate with personal and relevant messages Email landing page
    23. 28. 3. Distribute content on third party sites
    24. 29. 4. Harness social networking
    25. 30. 5. Write a blog
    26. 31. 6. Take advantage of new technologies
    27. 32. 7. Experiment
    28. 34. 2. Leverage influencers and become part of the conversation
    29. 35. <ul><li>Social media is the use of electronic and internet tools for the purpose of sharing and discussing information and experiences with other human beings </li></ul><ul><li>Social media can take many different forms, including internet forums, weblogs, wikis, podcasts, pictures and video </li></ul>Online community engagement strategy
    30. 36. <ul><li>70% online adults use social media, often for product research </li></ul><ul><li>Before making a purchase, 33% of internet users engage in social media to investigate a product’s reputation </li></ul><ul><li>26% of people change their mind about making a purchase after reading about the opinions of others online </li></ul>Source: August/September Insight Report Market Tools
    31. 37. Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report
    32. 39. Influencing the influencers – listening and acting in the blogosphere
    33. 40. How social media turned against Motrin
    34. 42. Listening to the influencers – and taking action!
    35. 44. Nike – distributable content via a widget
    36. 45. Nike – distributable content via a widget
    37. 50. Triumph – social advertising
    38. 51. The take out!
    39. 52. <ul><li>Identify your influencers online and engage with them </li></ul><ul><li>Its easier to keep a current customer, than to acquire a new one – listen to the blogosphere </li></ul><ul><li>Make your content valuable and distributable, and consumers will do the rest </li></ul><ul><li>Performance based ad formats in social media will maximise ROI </li></ul>The take out!
    40. 53. 3. Be open for business 24/7
    41. 55. <ul><li>What started out as a relatively simple, performance-based business model has become one of the most efficient forms of marketing around </li></ul>The power of SEM
    42. 56. The measurability of SEM <ul><li>As with all online media, paid search is completely measurable </li></ul>
    43. 57. Search and directories expenditure 2002-2008 Source: PricewaterhouseCoopers – IAB Online Advertising Expenditure Report – September 2008
    44. 58. <ul><li>70% of online transactions begin with a search query </li></ul>Source Nielsen Net Ratings 2008
    45. 59. 67% of online search is driven by offline channels Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
    46. 60. 68% search via branded key words Source: Jupiter Research/Ipsos Insight Consumer Survey (6/07) 68% Branded Keywords
    47. 62. Searchers are buyers <ul><li>One in three online search users who perform a search as a result of exposure to an offline channel go on to make a purchase as a result of that search </li></ul>Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
    48. 63. <ul><li>Consider where the click will land </li></ul><ul><li>Is there a high correlation between what is written in the search ads and where the consumer will land? </li></ul><ul><li>Capture data and continue the conversation </li></ul>
    49. 64. Wallace Bishop case study - SEM effectiveness Source: Wallace Bishop Conversion rate 20% Doubled Gold Card signups Doubled daily visitors
    50. 65. QUT case study - SEM effectiveness 116% increase in leads y-o-y Source: 2006/2007 Data referenced from Hobsons Report on Faculty of Business Undergraduate Prospects July 06-June08 116% increase in leads y-o-y
    51. 66. The take out!
    52. 67. <ul><li>Be available to engage with consumers 24/7 with a well optimised site </li></ul><ul><li>SEM will open the door when the consumer is ready to initiate a contact </li></ul><ul><li>Plan your SEM campaign holistically in conjunction with offline media activity </li></ul><ul><li>Consider where you are sending the prospect – does the landing page offer an easy brand interaction or transaction? </li></ul><ul><li>Capture data and continue the conversation </li></ul><ul><li>Remember your database is a brand asset and should be valued accordingly </li></ul>The take out!
    53. 68. 4. Targeting technology for increased ROI
    54. 69. What is it? <ul><li>Behaviourial targeting allows advertisers to deliver specific targeted ads to consumers based on interest and intent as indicated by previous online user behaviour </li></ul>
    55. 70. A typical car buyer
    56. 71. Purchase cycle – motor vehicles Source: American Advertising Federation (AAF) November 2006 In market Purchase Vehicle purchase process takes 8-12 weeks Less than 5% of this time is spent car research sites 5% The majority of online time online is spent on more normal browsing 95%
    57. 72. How does it work? <ul><li>Behavourial targeting anonymously follows consumer’s interests, patterns and behaviours </li></ul><ul><li>Consumer’s actions are monitored </li></ul><ul><ul><li>Search terms entered </li></ul></ul><ul><ul><li>Editorial content viewed </li></ul></ul><ul><ul><li>Ads clicked on </li></ul></ul><ul><ul><li>Channels or micro-sites visited </li></ul></ul>
    58. 73. Toyota/Yahoo7 case study Source: Yohoo7 95% Click through lift Users searched keywords: Toyota Holden Car Dealership carsale.com.au Hyundai Car rating drive.com.au Small Cars Consumers visited: Yahoo7-Drive Yahoo7-Directory-Automotive
    59. 74. Benefits <ul><li>Marketers are able to reach more engaged audiences with fewer advertising impressions with behavioural targeting </li></ul>1. Benefits
    60. 75. <ul><li>Users tend to find behaviourally targeted ads more relevant to their needs, and therefore more acceptable, even welcome </li></ul>2. Benefits
    61. 76. <ul><li>Publishers are able to monetize their niche advertising opportunities – remnant inventory that is hard to sell without behavioural targeting </li></ul>3. Benefits
    62. 77. Most effective online targeting methods Source: American Advertising Federation (AAF) November 2006
    63. 78. Projections for US behaviourally targeted spend Source: American Advertising Federation (AAF) November 2006
    64. 79. The take out!
    65. 80. <ul><li>Ensure your communications are taking advantage of better targeting options which will become more readily available in 2009 </li></ul><ul><li>This will deliver your brand less wastage and more relevant communication to prospects who are receptive to the message </li></ul><ul><li>Resulting in improved ROI </li></ul>The take out!
    66. 81. 5. Emerging arena of mobile devices
    67. 82. Australian mobile snapshot <ul><li>There are now more mobile phones than people in Australia (21.26 million phones in service) </li></ul><ul><li>9% of current mobile phone user base has a Smartphone </li></ul>
    68. 83. Mobile – sobering thoughts
    69. 84. Shop Savvy – ‘Pull’ 1D barcode scanning
    70. 87. The take out!
    71. 88. <ul><li>Be aware of marketing hype and be realistic about what you can achieve on mobile devices in the current environment </li></ul><ul><li>Mobile is a good medium to engage with early adopters, if that is your market </li></ul><ul><li>A consideration for 2010 plans and beyond, and still be well ahead of the pack </li></ul>The take out!
    72. 89. Wrap up
    73. 90. Questions
    74. 91. <ul><li>Avail </li></ul>able