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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

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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  • Transcript

    • 1. able Interactive : the most able medium
    • 2.  
    • 3.
      • account
      able
    • 4.
      • Measure-
      able
    • 5.
      • Test
      able
    • 6.
      • Soci-
      able
    • 7.
      • Target
      able
    • 8. able
    • 9.  
    • 10. How the dollars follows the eyeballs 1.
    • 11. Finding influencers and becoming part of the conversation 2.
    • 12. Keeping the shopfront open 24/7 3.
    • 13. Targeting technology 4.
    • 14. The emerging arena of mobile devices 5.
    • 15. 1. The $s follow the eyeballs
    • 16.  
    • 17. Internet advertising continues to grow – 30% 3 rd quarter y-on-y Source: Internet Advertising Bureau July to September 2008
    • 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
    • 19. But tracking just advertising is like looking at the tip of the iceberg
    • 20.
      • Australian businesses invested more than $17.9 billion dollars on digital services in 2008
      • Forecast that in 2009 businesses will engage with 40% of their customers through digital services
      Source: AIMIA Digital Services Index November 2008
    • 21. Firstly some inspiration
    • 22.  
    • 23. The first social media president
      • The power of a database and anticipated, personal and relevant messages
    • 24. Turn down the SPAM and turn up the permission
    • 25. 1. A site that encourages social networking Clear, simple call to action with one objective in mind - permission
    • 26. 2. Communicate with personal and relevant messages Email landing page
    • 27.  
    • 28. 3. Distribute content on third party sites
    • 29. 4. Harness social networking
    • 30. 5. Write a blog
    • 31. 6. Take advantage of new technologies
    • 32. 7. Experiment
    • 33.  
    • 34. 2. Leverage influencers and become part of the conversation
    • 35.
      • Social media is the use of electronic and internet tools for the purpose of sharing and discussing information and experiences with other human beings
      • Social media can take many different forms, including internet forums, weblogs, wikis, podcasts, pictures and video
      Online community engagement strategy
    • 36.
      • 70% online adults use social media, often for product research
      • Before making a purchase, 33% of internet users engage in social media to investigate a product’s reputation
      • 26% of people change their mind about making a purchase after reading about the opinions of others online
      Source: August/September Insight Report Market Tools
    • 37. Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report
    • 38.  
    • 39. Influencing the influencers – listening and acting in the blogosphere
    • 40. How social media turned against Motrin
    • 41.  
    • 42. Listening to the influencers – and taking action!
    • 43.  
    • 44. Nike – distributable content via a widget
    • 45. Nike – distributable content via a widget
    • 46.  
    • 47.  
    • 48.  
    • 49.  
    • 50. Triumph – social advertising
    • 51. The take out!
    • 52.
      • Identify your influencers online and engage with them
      • Its easier to keep a current customer, than to acquire a new one – listen to the blogosphere
      • Make your content valuable and distributable, and consumers will do the rest
      • Performance based ad formats in social media will maximise ROI
      The take out!
    • 53. 3. Be open for business 24/7
    • 54.  
    • 55.
      • What started out as a relatively simple, performance-based business model has become one of the most efficient forms of marketing around
      The power of SEM
    • 56. The measurability of SEM
      • As with all online media, paid search is completely measurable
    • 57. Search and directories expenditure 2002-2008 Source: PricewaterhouseCoopers – IAB Online Advertising Expenditure Report – September 2008
    • 58.
      • 70% of online transactions begin with a search query
      Source Nielsen Net Ratings 2008
    • 59. 67% of online search is driven by offline channels Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
    • 60. 68% search via branded key words Source: Jupiter Research/Ipsos Insight Consumer Survey (6/07) 68% Branded Keywords
    • 61.  
    • 62. Searchers are buyers
      • 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
      Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.
    • 63.
      • Consider where the click will land
      • Is there a high correlation between what is written in the search ads and where the consumer will land?
      • Capture data and continue the conversation
    • 64. Wallace Bishop case study - SEM effectiveness Source: Wallace Bishop Conversion rate 20% Doubled Gold Card signups Doubled daily visitors
    • 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
    • 66. The take out!
    • 67.
      • Be available to engage with consumers 24/7 with a well optimised site
      • SEM will open the door when the consumer is ready to initiate a contact
      • Plan your SEM campaign holistically in conjunction with offline media activity
      • Consider where you are sending the prospect – does the landing page offer an easy brand interaction or transaction?
      • Capture data and continue the conversation
      • Remember your database is a brand asset and should be valued accordingly
      The take out!
    • 68. 4. Targeting technology for increased ROI
    • 69. What is it?
      • Behaviourial targeting allows advertisers to deliver specific targeted ads to consumers based on interest and intent as indicated by previous online user behaviour
    • 70. A typical car buyer
    • 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%
    • 72. How does it work?
      • Behavourial targeting anonymously follows consumer’s interests, patterns and behaviours
      • Consumer’s actions are monitored
        • Search terms entered
        • Editorial content viewed
        • Ads clicked on
        • Channels or micro-sites visited
    • 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
    • 74. Benefits
      • Marketers are able to reach more engaged audiences with fewer advertising impressions with behavioural targeting
      1. Benefits
    • 75.
      • Users tend to find behaviourally targeted ads more relevant to their needs, and therefore more acceptable, even welcome
      2. Benefits
    • 76.
      • Publishers are able to monetize their niche advertising opportunities – remnant inventory that is hard to sell without behavioural targeting
      3. Benefits
    • 77. Most effective online targeting methods Source: American Advertising Federation (AAF) November 2006
    • 78. Projections for US behaviourally targeted spend Source: American Advertising Federation (AAF) November 2006
    • 79. The take out!
    • 80.
      • Ensure your communications are taking advantage of better targeting options which will become more readily available in 2009
      • This will deliver your brand less wastage and more relevant communication to prospects who are receptive to the message
      • Resulting in improved ROI
      The take out!
    • 81. 5. Emerging arena of mobile devices
    • 82. Australian mobile snapshot
      • There are now more mobile phones than people in Australia (21.26 million phones in service)
      • 9% of current mobile phone user base has a Smartphone
    • 83. Mobile – sobering thoughts
    • 84. Shop Savvy – ‘Pull’ 1D barcode scanning
    • 85.  
    • 86.  
    • 87. The take out!
    • 88.
      • Be aware of marketing hype and be realistic about what you can achieve on mobile devices in the current environment
      • Mobile is a good medium to engage with early adopters, if that is your market
      • A consideration for 2010 plans and beyond, and still be well ahead of the pack
      The take out!
    • 89. Wrap up
    • 90. Questions
    • 91.
      • Avail
      able
    • 92.  

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