Developing online marketing strategy to the Rural Sector. NZ 2010
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Developing online marketing strategy to the Rural Sector. NZ 2010

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Presentation, given at the 2010 'Marketing to the Rural Sector Conf.' in Auckland, NZ. Covers using inbound marketing, to develop online strategy for engagement of Farmers.

Presentation, given at the 2010 'Marketing to the Rural Sector Conf.' in Auckland, NZ. Covers using inbound marketing, to develop online strategy for engagement of Farmers.

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Developing online marketing strategy to the Rural Sector. NZ 2010 Presentation Transcript

  • 1. Making an Impact with your Online Marketing Strategy
  • 2. Agenda•  Trends•  Consumer insight•  Attitude: what this means to business•  A (new) marketing model•  Case Study
  • 3. trend :: internet 3.3m kiwis online Avg hours online a month 23hSource: Nielsen Media Panorama Survey Q1-Q4 2010Base for Access to Internet: All people 10+ (3,721,000) Source: Roy Morgan Single Source: all people Base for Access to Broadband: People with Internet access from home (2,910,000)
  • 4. trend :: internet % of all kiwi homes " % of rural homes " % of kiwi’s who have " with broadband ! with broadband ! ever subscribed to Sky! 69 55 37 Source: Statistics NZ: Household Use ofRoy Morgan Media Trend report, August 2010c Information and Communication Technology: 2009
  • 5. trend :: internet Age Composition 61% 35+Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 6. Change in media consumption habits: "hours spent per months, 2004 vs 2010 40 % Change 30 2010 Average hours 2004 20 10 0 TV o rs es t ne di pe in Ra er -10 az a t sp In ag w M Ne *Source: Roy Morgan Single Source: all people 14+, Jan 04 -Dec 04 vsJan 10 -Dec 10
  • 7. -20 -10 0 10 20 30 40 50 60 70 80 Farming publications Farming Newspapers Farming Magazines Other people (WOM) Other Online ConsultantsFarm Discussion Groups Field Days TV Company Field Reps Rural Supply Store staff Radio Books/LibraryUni/Research orginisation Media were farmers get their information Federated Farners !""$ !"#" Don’t Know %  change  
  • 8. trend :: internet …online Kiwis who 98% visited a news or information website in May 2011 Spending 87mins per user " Global average = 63minInternet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 9. trend :: print mediaNZ Herald: Online vs Print Late 2009 Aucklander’s 14+ with home internet connection Source: Roy Morgan Research’s annual NZ Media Trends
  • 10. trend :: print mediaNZ Herald: Online vs Print Late 2008 Aucklander’s 25-54 with home internet connection Source: Roy Morgan Research’s annual NZ Media Trends
  • 11. trend :: mobile media
  • 12. Mobile Technology!¨  is it a phone¨  is it a productivity tool¨  is it a form of new-media¨  is it a marketing platformþ  all of the above
  • 13. trend :: mobile media# smart phones in NZ 200,000 Have you accessed the internet from a" mobile phone in the last 4 weeks 450,000 Around 11% of the NZ 360,000 Population access the 270,000 Web via their Mobile (12% of Mobile users) 180,000 90,000 0 2003 2004 2005 2006 2007 2008 2009 2010 Source: Nielsen Media Panorama Q4 2010 AP10+ (N=3,721,000)
  • 14. trend :: mobile media
  • 15. Control Screen Vision Zone Water UseLarge, easy-to-use buttons provide Provides a quick view of each View daily water usage and measuresimple control of irrigation rates, or pivot’s position and detailed irrigation by depth, volume orget full control with a Premier status information coverage subscription
  • 16. Key :: takeaway Opportunities for ! #1 in app advertising " (iad or “freemium” model) #2 build brand facing apps #3 More accessible product info #4 create better access to customer service/sales…any new website should be mobile ready
  • 17. 3 out of 4 online kiwis watch video online
  • 18. trend :: internetNZ vs. Regional & Global: Reach of Entertainment by subcategory Multimedia news NZ iTV AsPac World iMovies iRadio 0 10 20 30 40 50 60 70 80 20 17.3 % of people watching internet video 13.5 9.4 10.2 0 NZ Australia Singapore United States Online Video Viewing " Average monthly hours per Viewer Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
  • 19. trend :: TV mediaAvg hours spent (per week): TV vs InternetAustralian population 14+ 30 Internet 24 TV 18 Average hours 12 6 0 n s s X Y Z er er io en en en at m om G G G ul o Bo Bo op e- tP yb Pr s Ba Au al t To Source: Roy Morgan: Time spent with media trends. April 2009-March 2010 n=18,892
  • 20. Who’s losing points?
  • 21. trend :: media spend Percentage spend (NZ) across all media channels 50 50 40 40percent 30 30 Newspaper Television 20 20 Interactive Radio 10 10 Magazines Outdoor unaddressed mail 0 0 addressed mail Cinema 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010NZ Advertising Standards Authority: Media release 2 June 2011
  • 22. key :: takeaway#1 Traditional media, particularly newspapers declining in value & rapidly effected#2 Mobile presents many new opportunities through innovative marketing techniques #3 Wasted $, with marketing budgets slow to respond in following audience online
  • 23. Consumer insight
  • 24. consumer :: insightIn May (2011) …online kiwi’s who visited an online retail site" (global avg = 69%) 82% Internet Audience 15+ accessing Internet from Home or Work. Source: comScore Media Metrix, May 2011
  • 25. consumer :: insight rural people are buying goods and services online 50% compared to 38% of city/metroSource: MYOB Business Monitor - NZ - March 2011
  • 26. consumer :: insight rural people using the Internet to pay their bills 38% 32%, city/metroSource: MYOB Business Monitor - NZ - March 2011
  • 27. 82% of online NZers have visited Facebook #3rd most visited website Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 28. consumer :: insight 70% have a Facebook profileNext largest social-network is linked-in at 16% (4the largest penetration in the world) followed by Twitter at 8.5% - source ComScore Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 29. 36% are over 35+" the fastest-growing age group" on facebook Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 30. consumer :: insight visit facebook …and spend at leastat least daily 4 hours+ per week 54% 39% Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 31. key :: takeaway#1 Like it or not Facebook is where people are spending an increasing amount of time#2 It’s not just for the young with +35 demographic the fastest growing #3 The challenge for marketers is to develop campaigns to reach and engage.
  • 32. (re)search
  • 33. … the #1 website visited by kiwi’s
  • 34. 90% of Kiwis use Google others 2%
  • 35. Search facts75% .............. never scroll past the first page of results70% ………....of the links (results) clicked are organic—not paid60% ….....…..of clicks go to the top three organic search results SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 36. The next most popular search engine is YouTube(the #5th most visited website by kiwi’s)
  • 37. key :: takeaway#1 After social media, search is the next major activity for Kiwi’s#2 Google has become the new Yello pages. If they can’t find you, neither will anybody else#3 SEO/SEM is an ongoing process
  • 38. How is this translating to business?
  • 39. number of adult Kiwi’s who watched an online video about a product or service they were thinking of buying, in 2010 1.6 millionNumbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 40. More than 1.4 million adult kiwi’s (53%) read blogsNumbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 41. 42%"online (adult) kiwisinteract withcompanies "via social -"networking "sites Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
  • 42. Number of adult kiwis who source information about, products, services or brands from fellow internet users1,920,000Preference is to seek information from peers not brands Source: Nielsen social media report July 2010
  • 43. 73% have read other consumers’ product opinionsAlmost 2/3 who haven’t read consumer reviews &discussions intend to do so in the future. Source: Nielsen
  • 44. have published online44% opinions about products, services and brands Source: Nielsen social media report July 2010
  • 45. 44% NZ Twitter userswho say theyhave followcompanies orbrands! Source: Nielsen
  • 46. 1 in 3 online kiwis want companies to interact with them on Social-mediaSource: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
  • 47. Half want companies to respond to requests " on social media 41% want companies to solicit feedbackSource: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
  • 48. 56% and feel better served by companies on social media find companies on social media more engaging 57%Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
  • 49. 51% of Facebook fans are more likely to buy! the brands they fan.SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY
  • 50. key :: takeaway#1 (Re)search of purchase decisions rates as one of the largest online activities for Kiwis#2 Information of another consumer’s experiences, rates as information of most value.#3 Kiwi’s are okay with companies/brands using social-media to reach (engage) them
  • 51. How can I integrate this into my marketing plan?
  • 52. #1 don’t get caught-up in the technology / tactics
  • 53. a new marketing modelOUTBOUND INBOUND PAID FOR Vs. EARNEDMARKETING MARKETING
  • 54. TV Radio ATL News MagazinesOUTBOUND Direct Mail Telemarketing PAID FOR BTL Trade ShowsMARKETING Catalouge Display/PPC Digital eMail adwords
  • 55. •  Goal: gain customers through " brand positioning •  Its about: Interruption / distractionOUTBOUND •  Declining effectiveness: PAID FORMARKETING -  techniques to block out, Spam blockers, caller id, fast forward -  decrease in the media consumed •  Based on: more money = more success
  • 56. Blogs videos CONTENT white papers Case StudiesKey Word Analysis INBOUND Meta Data Linking Strategy Search EARNED PPC MARKETING Twitter Linked In Social Facebook media etc
  • 57. •  Goal: get found by customers, •  It’s about: attraction; Permission Based or Relationship Marketing / INBOUND Earned Media EARNEDMARKETING •  Builds upon itself: Content -> Search -> social-media •  It’s low cost (in terms of media) •  Based on: being smart/creative, not about budget http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html
  • 58. Inbound marketing costs 62% less “per lead” thantraditional, outbound marketingOUTBOUND: AVG COST/LEAD: $373!INBOUND: AVG COST/LEAD: $143! SOURCE: HUBSPOT - STATE OF INBOUND MARKETING REPORT, 2011
  • 59. 3 out of 4 inbound channels cost less thanoutbound SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 60. key :: takeaway#1 Inbound marketing dramatically lowers cost-per-sales lead than outbound channels #2 Blogs lead other social media categories in terms of importance to business #3 Businesses are increasing lead generation budgets to blogging, social media and search engine optimization. Google: Seth Godin permission marketing
  • 61. Case Study :: AGCO
  • 62. Website STRUCTURE: Simple and clean. Everything CONTENT: Above the fold In the context of audience. CLEAN: Why use word when video can tell the storyABOUT:Minimalcorporate spiel
  • 63. Blog site INTEGRATION Easy access to social-media platforms CAMPAIGN developed to inspire engagement INTEGRATION Images pulled across from youtube CONTENT Customer INTEGRATION facing. Case Live Twitter study driven stream
  • 64. facebook CAMPAIGN Very much driven on facebook CAMPAIGN Inspired to produce measurable results
  • 65. facebook CAMPAIGN inspire user engagement. To tell THEIR stories CAMPAIGN Inspired to produce measurable results
  • 66. facebook ENGAGEMENT Allow users to engage on platform of THEIR choice
  • 67. YouTube BRAND Consistency across all platforms INTEGRATION All video is loaded onto youtube, then shared MEASUREMENT556K Views686 subs
  • 68. Scribd Social network for documents INTEGRATION •  Technical papers •  Manuals/Guides •  Press Releases •  Annual reports
  • 69. Linked-In ORGANISATIONAL ALIGNMENT HR and other parts of the organisation contribute to strategy
  • 70. twitter WHO: " Journalists, Industry Early adopters INTEGRATION: Use of hash tag INTEGRATION: #ag to share content loaded from Scribd, " FB, Blog etc
  • 71. twitter The # tag People interested in ag follow this #tag.
  • 72. key :: takeaway#1 Online marketing is not about technology or building systems#2 It’s about people. Their behavior and understanding the motivation driving them#3 Then it’s about building platforms for communication and engagement
  • 73. “ Audiences everywhere are tough. They don’t have time to be bored! or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in. CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
  • 74. About Brent!Brent has been a been a previousspeaker at this confrence coveringtopics focused on digital marketing tothe Agri sector. ""He has had a long career in the mediaindustry, spanning over 20 years,working in places like London, Boston,NY & Sydney. He returned to NZ threeyears ago, working for AdPlus/Tractaand early last year formed his ownagency NURVE based in Napier. ""Brent has an MBA and post graddegree in Marketing from MGSM inSydney""For more info see:"www.nurveco.nz"www.linkedin.com/in/br3n7 "
  • 75. nurve.co.nz