Digital Marketing for Broadcasters

Agenda
• What is Digital Marketing in a
Nutshell
• Key Digital Techniques and
what makes a Best in Class
website
• Our Strategic Approach
• The People, Processes & Tools
• Case Study

So what is Digital Marketing?
“Marketing brands using the Internet,
Mobile and Electronic Channels”
“It is NOT the Holy Grail of the
Marketing Mix”

So what is Digital Marketing?
“It is ANOTHER integral technique within the
marketing mix - TTL”

Why is it so Important?
With the increase in the usage of the
internet and mobile
communications, and advancement
in technology, people have changed
in the way they communicate,
entertain themselves and live their
lives…

Why is it so Important?
Consumers have become far
more sophisticated and
demanding in the way they
communicate with one another
and interact with a brand…
…and brands need to take this
into account when
interacting with their
consumers

Benefit of Digital Marketing
Ability to connect, communicate, recruit and build
personalised engaging interactive relationships 24/7
with brands target market as an alternative/or integrated
with traditional marketing as it maybe more
appropriate, relevant, cost effective and measurable.

Brand Challenge?
microsites
Content
The challenge facing brands today is
harnessing and exploring the best
Generation
mobile
techniques and channels available to
them to deliver truly relevant,
Social Forums
engaging solutions…
eCommerce
with the right experience, the right
Podcasting
message at the right time,
integrated with the bigger brand
online games
positioning
ucg
podcasts
social media
viral campaigns
eCRM
banner advertising
RSS websites

Some of the key Techniques
Microsites
Website Blogging
Viral Tools
Campaigns SEO
People
Data/
UGC CRM/ eCRM
Insight
Social
Media eMarketing
Mktg Processes
Mobile
Banners Mktg
Interactive
Gaming

Digital and Broadcasters

Digital and Broadcasters
Why the shift?
What is the opportunity for Broadcasters?
What is the Strategic thought?
How can Digital be used as an extension to your
current offering?

The Future can be bright?
Media magnate Rupert Murdoch is optimistic
about the future of newspapers, but warns that
complacency, rather than new forms of media
technology, is the threat.
\"Our success will still depend on the bond of
trust between readers and our content ,
not on how many platforms we use,\" he says in
a preface to the report.
\"This annual report demonstrates powerfully
how newspapers around the world are being
reinvented in the digital age”.

Why the Shift?
You no longer have to buy a paper to
read the latest news
LEAN BACK
You know longer have to have the Radio
on to keep up to date with your
favorite DJ/Radio Station
You no longer have to be in front of a
TV to watch TV

What is the Opportunity?
The Digital medium is providing one
of the biggest opportunities…
where a relationship between a
Broadcaster and its target market
maybe EXTENDED or CREATED
beyond it’s traditional
broadcasting…
be it a Reader, a Listener or a Viewer

Changing consumers involvement
Traditional
Broadcasting MEDIA
EXTEND THE
CONSUMERS
ENGAGEMENT AND
EXPERIENCE
Mobile 24/7
New MEDIA
CONSUMER = EDITOR
Internet 24/7

The New Consumer
The New Broadcasting Media
Offering means its consumers
can now: TRADITIONAL
MEDIA
(TV, Radio & Press)
Choose, Edit, Create and
Publish Content…
in their own time…
in their own way…
DIGITAL MEDIA NEW CONTENT
(Internet, Mobile, (The New
iPods etc.) Broadcaster, Editor,
Which is leading to greater DJ & Publisher)
consumer, Involvement,
Interaction, Engagement and
Relationship with a brand

What a Business Model could look Like…
Objective - Extending The Reach & Engagement to Readers,
Listeners and Viewers online
ACQUIRE
BUILD AWARE\\NESS
Extended
Customer Experience
CREATE
LOYALTY AID
CONVERSION
RETAIN ENGAGE

What a Digital Model could look Like…
ACQUIRE ENGAGE RETAIN
“A REASON
“A REASON “A REASON TO REGISTER,
TO GO” TO ENGAGE AND RETURN, OR
EXPERIENCE” RECOMMEND”

The People, Process and Tools

Want to be best in Class?
– Can only achieve by having the right people, with the right
tools and processes in place
Best in Class Capabilities People
Tools Proccess

Digital Delivery Currency
– Offering BEST IN CLASS digital marketing requires specialist
interactive skill-sets that includes:
– Account & Project Management... the delivery team
– Planning / Strategy… the 360 thinkers
– Design / Creative… the award winning look and feel
– Development... the technical builder
– Facilities Management… the ongoing maintenance and hosting
– The Digital Specialist… the experts in their field
– CRM / Data Specialists… the intelligence and insight

More people than one may think
– In the digital space you may have up to 15 skill sets working
together (depending on size and complexity of the projects)
Business Account Project Strategist/ Business
Owner Management Management Planners Analyst
Digital
Media Media IA /
Planner Buying Creative Developers
Usability
SEO Social Media Mobile Managed
Testers
Specialist Specialist Specialist Services
Account Project
CRM / Data
Data Planner Data Analytics DBA
Management Management
Production CRM
Programmers Specialist

... key “Tools” required
Capabilities Tools
Mobile Usability
Websites Microsites eMarketing Banners CMS
Marketing Lab
Interactive
Interactive Social Mobile
Rich Media SEO Blogs EMKTG. Tool
Games Media Tool
Viral Usability eCommerce Metrics UCG Metrics
CRM / Data
Data Database Data Analytic
CRM Analytic Profiling Processing Tool
Planning Mktg.
Database
System

Digital Process Tool
1. 2. 3. 4. 5. 6.
Team Objectives, Content Mapping, Brand &
Requirements & Navigation & Consumer Prototyping & Asset Preparation Implementation
Customer Insight Functional Design Interface Design Validation / Build & Support
DRAFTFCB METHODOLOGY FOR DELIVERY
– Methodology for delivering end-to-end interactive solutions
should be based on clear steps with clear deliverables

Best Digital - Cannes finalists 2008

Key Learning’s - Digital / Interactive
Digital is becoming increasingly important in all our
lives
Potential growth in both Internet and Mobile is higher
than any other country
Africa and in particular SA has huge potential, esp.
with new cables being laid (East and West coast)
Mobile is allowing SA to leap-frog the current lack of
internet access
It is estimated in due course cost for data and
bandwidth will decrease further (by 33%) fuelling the
growth potential for more users and aligned with
ROTW

Some Final Thoughts?
“Advertising as we know it is going thru the most
fundamental changes in its history”
“No longer a one-way messaging model, advertising
has become a complex and continuous brand dialogue,
with consumers actively generating content of their
own, crowding out, replacing or even protesting the
messaging that they receive”
“The dynamic consumer model has replaced passive
consumptions, giving way to platforms that even put
consumers in control”
There are a huge range of communication channels
available – defining the right ones is a major challenge

Some Final Thoughts?
“The evolution that we are seeing in the industry is
largely technology driven and one of the most striking
advantages that we now have is accurate tracking.
“In the short term, the new will not completely
succeed in displacing the old…
…traditional media channels will continue to hold sway
in markets where technological change has not yet
infiltrated beyond early adopters”
•Embrace the change
•Be proactive, innovative, test/learn and reapply
•Take a leadership position

Sit Forward, don’t Lean Back!

Thank You!
For further information on this presentation, please contact:
Prakash Patel
Head of Digital / Interactive
DraftFCB
T: +27 21 680 7600
E: Prakash@draftfcbct.co.za