• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Digital Media, Search & Mobile Planning - DNA09
 

Digital Media, Search & Mobile Planning - DNA09

on

  • 2,723 views

A presentation given by Susan Zabeti and Claudia Sagripanti of Group M Australia, at Digital Now Australia (DNA09). ...

A presentation given by Susan Zabeti and Claudia Sagripanti of Group M Australia, at Digital Now Australia (DNA09).

Meeting the challenge of media platform fragmentation.

How do marketers meet the challenge of increasingly fragmented, diverse media platforms in a world where content still remains king?

How can you reach consumers, when should you be trying to reach them and through which channel? What does an integrated campaign look like in 2009?

What are the latest approaches to reaching consumers and why are they effective?

You will walk away with a series of simple lessons on what to do and what not to do, along with a series of ideas on how to reach consumers and encourage engagement.

Statistics

Views

Total Views
2,723
Views on SlideShare
2,610
Embed Views
113

Actions

Likes
14
Downloads
0
Comments
0

5 Embeds 113

http://www.digitalnowaustralia.com 53
http://www.digitalnowaustralia.com.au 47
http://www.slideshare.net 10
http://digitalnowaustralia.com.au 2
http://digitalnowaustralia.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Digital Media, Search & Mobile Planning - DNA09 Digital Media, Search & Mobile Planning - DNA09 Presentation Transcript

    • 48
    • Meeting the challenge of media platform fragmentation Susan Zabeti and Kerry Field Search Mobile
    • 50
    • Search is the expression of a consumer need INVESTIGATE EDUCATE PURCHASE 51
    • Consumers are actively seeking solutions 52
    • Traditional media drives consumers to search 73% of search activity is stimulated by offline sources Web
Search
Volume
 Keywords:
 bonds
ad,
bonds
underwear
 Category:

 all
 Loca;on:

 Australia,
July
2007
–
Dec
2008
 bonds ad bonds underwear Source: “The Power of Search” Research International & GroupM, Australia 2008; Google 53
    • TV stimulates search sales TV delivered incremental sales on branded keyword searches Search sales increase with significant investment into TV Sales on branded search terms Category search Base 0 07-May 21-May 02-Jul 16-Jul 30-Jul 13-Aug 27-Aug 10-Sep 04-Jun 18-Jun 23-Apr 12-Mar 26-Mar 24-Sep 09-Apr 01-Jan 15-Jan 29-Jan 08-Jan 22-Jan 12-Feb 26-Feb Source: Internal GroupM data (confidential) 54
    • TV stimulates search sales TV activity also delivered sales on category search terms Search sales increase with significant investment into TV Sales on category search terms TV Category search 0 07-May 04-Jun 13-Aug 10-Sep 16-Jul 21-May 23-Apr 18-Jun 27-Aug 02-Jul 30-Jul 08-Oct 22-Oct 12 Mar 26-Mar 24-Sep 01-Jan 15-Jan 29-Jan 09-Apr 12-Feb 26-Feb Source: Internal GroupM data (confidential) 55
    • Look to your competition 56
    • Discover what resonates with your audience 57
    • Measure everything 58
    • Plan search as part of your holistic communications planning process 59
    • Use your competitor's ad spend to your advantage Up-weight your category keyword spend when competitors are advertising on TV 60
    • Use search data to learn more about your customers 61
    • Mobile engages…
    • “ We can make more money in mobile than we do in the desktop ... and the reason is the mobile computer is more targeted. Think about it: you carry your phone, and ” your phone knows all about you… we can do a very, very targeted ad. Eric Schmidt, CEO, Google 63 63
    • Mobile is different…   Mobile is the first personal mass media   Always on   Always carried   In-built payment mechanism   Present at the point of creative impulse   Present at the point of buying impulse   Audience can be identified (and targeted) 64
    • Mobile offers 65 65
    • Mobile cross-connects all communication channels Mobile can evolve all brand interactions from passively absorbed clutter into a coherent interactive channel 66
    • Mobile Advertising has arrived...
    • 68 68
    • 69
    • Apps! Apps! And more apps! 70
    • What’s hot
    • Mobile coupons 72
    • Compare Everywhere Add Compare Everywhere video here 73
    • Augmented reality 74 74
    • World’s first augmented reality mobile browser 75
    • What’s next?   Australian version of Blyk?   Open source browsers   User- to-user sharing of apps   Mobile micropayments   Branded content apps   Off deck portals will grow 76
    • Use mobile as part of an integrated campaign 77
    • Start mobile – do campaigns now and learn 78
    • Great mobile = content +context + discovery + user experience 79