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



                    ...
Consumers are actively seeking solutions




                                           52
Traditional media drives consumers to search
73% of search activity is stimulated by offline sources


Web
Search
Volume

...
TV stimulates search sales
TV delivered incremental sales on branded keyword searches

                                   ...
TV stimulates search sales
TV activity also delivered sales on category search terms


                                   ...
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 advertis...
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 ...
Mobile is different…

  Mobile is the first personal mass media
  Always on
  Always carried
  In-built payment mechan...
Mobile offers




                     65

                65
Mobile cross-connects all communication channels




   Mobile can evolve all brand interactions from passively
    absorb...
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




                                            ...
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 microp...
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
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Digital Media, Search & Mobile Planning - DNA09

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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.

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Digital Media, Search & Mobile Planning - DNA09

  1. 1. 48
  2. 2. Meeting the challenge of media platform fragmentation Susan Zabeti and Kerry Field Search Mobile
  3. 3. 50
  4. 4. Search is the expression of a consumer need INVESTIGATE EDUCATE PURCHASE 51
  5. 5. Consumers are actively seeking solutions 52
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Look to your competition 56
  10. 10. Discover what resonates with your audience 57
  11. 11. Measure everything 58
  12. 12. Plan search as part of your holistic communications planning process 59
  13. 13. Use your competitor's ad spend to your advantage Up-weight your category keyword spend when competitors are advertising on TV 60
  14. 14. Use search data to learn more about your customers 61
  15. 15. Mobile engages…
  16. 16. “ 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
  17. 17. 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
  18. 18. Mobile offers 65 65
  19. 19. Mobile cross-connects all communication channels Mobile can evolve all brand interactions from passively absorbed clutter into a coherent interactive channel 66
  20. 20. Mobile Advertising has arrived...
  21. 21. 68 68
  22. 22. 69
  23. 23. Apps! Apps! And more apps! 70
  24. 24. What’s hot
  25. 25. Mobile coupons 72
  26. 26. Compare Everywhere Add Compare Everywhere video here 73
  27. 27. Augmented reality 74 74
  28. 28. World’s first augmented reality mobile browser 75
  29. 29. 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
  30. 30. Use mobile as part of an integrated campaign 77
  31. 31. Start mobile – do campaigns now and learn 78
  32. 32. Great mobile = content +context + discovery + user experience 79

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