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LOUD - Digital Download - Week 4
 

LOUD - Digital Download - Week 4

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This presentation is the third session of the 7 week Digital Download training course run and presented by Dominique Hind. ...

This presentation is the third session of the 7 week Digital Download training course run and presented by Dominique Hind.

It gives an introduction to the customer journey, particularly transact. It covers topics like facebook advertising, performance based advertising, websites and social.

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    LOUD - Digital Download - Week 4 LOUD - Digital Download - Week 4 Presentation Transcript

    • Digital Download Session 4 4th April, 2011Monday, 4 April 2011
    • Before we start....Monday, 4 April 2011
    • Digital QuizMonday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites?Monday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websitesMonday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websitesMonday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websites 2. What is the most important thing to do for a website?Monday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websites 2. What is the most important thing to do for a website? Define the purposeMonday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websites 2. What is the most important thing to do for a website? Define the purposeMonday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websites 2. What is the most important thing to do for a website? Define the purpose 3. How long do you have before a visitor decides to stay or leave your site?Monday, 4 April 2011
    • Digital Quiz 1. What are the different types of websites? Landing pages, microsite & websites 2. What is the most important thing to do for a website? Define the purpose 3. How long do you have before a visitor decides to stay or leave your site? 2 - 3 secondsMonday, 4 April 2011
    • What do most websites have in common? • There are five things: 1. Clear purpose 2. Content is the hero 3. User engagement 4. Function & fun 5. Constantly refreshingMonday, 4 April 2011
    • What are the rules of an effective Landing Page? 1. Well merchandised offer with hero benefit 2. No navigation, strong branding ￿ 3. Only one action - Apply, Download, Enquire 4. Make it as visual as possible, but simple 5. Multiple Click PointsMonday, 4 April 2011
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    • Monday, 4 April 2011
    • What it takes to build a Landing Page?Monday, 4 April 2011
    • What it takes to build a Landing Page? • There are a few key elements: Content • Primary message (offer specific) • Secondary message (value/brand focus) Look & feel • Simple design that can turned into a template • Clear areas for Call To Action buttons/areas Build • Ensure there are multiple links/buttons and actions • Try to start application process on the landing page • Make sure analytics are includedMonday, 4 April 2011
    • What are the different types of websites?Monday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites WebsitesMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Specific purpose More effective Constantly optimised Integrated SEM/SEO/EmailMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Specific purpose Campaign specific More effective Short term Constantly optimised Integrated SEM/SEO/EmailMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/EmailMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT LEAST SCOPE CREEPMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT LEAST SCOPE CREEP POTENTIAL SCOPE CREEPMonday, 4 April 2011
    • What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT PROFITABLE LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEPMonday, 4 April 2011
    • Online Advertising Checklist 1. Simple messaging • Will users understand the execution in 5 – 7 seconds? 2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds? 3. Clear CTA • Is there a strong & clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers & website addresses should not be included 4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions? 5. Contextual messaging • Is the online execution relevant to its media placement?Monday, 4 April 2011
    • Things to remember about search 1. Search is more than words • Content, images, video, words 2. Search must be constant • Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build • Every detail helps push results 4. Constantly, review, refine & learn • Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engineMonday, 4 April 2011
    • Week 3 Homework NO EXCUSES!Monday, 4 April 2011
    • Week 3 homework • Pick one of your clients • Review their current website & any landing pages they are doing – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? • Submit all of your findings to the LOUD Training blogMonday, 4 April 2011
    • Week 3 homework • Pick one of your clients • Review their current website & any landing pages they are doing – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? you t did WhaTraining blog • Submit all of your findings to the LOUD find? s hing t? at t den Wh evi ecame bMonday, 4 April 2011
    • The score cardMonday, 4 April 2011
    • Your Pitch Presentation Get started nowMonday, 4 April 2011
    • Your Pitch Presentation oup e gr Gettstarted now inu ion 10 m cuss disMonday, 4 April 2011
    • What is the background? • There is a new online savings product launching for a client you are going after • They have a $750,000 online only budget for the initial launch & 12 months to spend • There is a separate budget for offline activity, but it isn’t that much • They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible & known for the productMonday, 4 April 2011
    • What you need to do? • You need to: – Identify the audience – Understand what they are doing online & where they are going to – Put together a plan for the launch & then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking & continuous improvementMonday, 4 April 2011
    • What today is about?Monday, 4 April 2011
    • Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow & Summary 7. Summary & pitchMonday, 4 April 2011
    • Before we start.... 1. Performance Display 2. Facebook adsMonday, 4 April 2011
    • Performance DisplayMonday, 4 April 2011
    • Performance Display Performance Display is the fastest growing sector of the global online advertising market. Move from CPM to Performance Move from Performance Networks to Ad Exchanges PERFORMANCE DISPLAY USA PERFORMANCE DISPLAY AU Performance Buys Performance Buys CPM CPMMonday, 4 April 2011
    • Display evolution Early Days - Concentration Today - FragmentationMonday, 4 April 2011
    • Display exchanges Publishers place Advertisers place ad inventory on bids on the exchange for sale inventory to buyMonday, 4 April 2011
    • Display exchange evolutionMonday, 4 April 2011
    • Open exchange model • Biddable Display (Ad Exchange) is dynamically traded display media • An auction market place like Search • Buy media in an open & transparent market • Pay for media (at prime cost) + tech & fees • Advertiser optimised not agency or publisher optimisedMonday, 4 April 2011
    • Exchanges: TargetingMonday, 4 April 2011
    • Retargeting Display SolutionMonday, 4 April 2011
    • Reporting across channelsMonday, 4 April 2011
    • The Opportunity To achieve a 30-50% improvement in current banner advertising efficiencies (eCPM, CPC and ultimately CPA) through Online Biddable Display AdvertisingMonday, 4 April 2011
    • Key Benefits of Biddable Display Control, Transparency & Flexibility Client does not rely on individual publishers to optimize, now conducted by one stakeholder - Downstream (similar to SEM) Improved Tracking & Accountability Cross channel reporting and performance measurement available across SEM and display to enable improved accountability Improved Optimization Total campaign optimised to client targets & not at the individual publisher network level Improved Targeting Retargeting achieved across entire campaign by overlaying client data, not specific to each publisher networkMonday, 4 April 2011
    • What are the key insights? 1. You don’t need to be satisfied with premium display 2. Performance display offers higher ROI & campaign efficiencies 3. Push the media agency 4. Huge opportunityMonday, 4 April 2011
    • Facebook advertisingMonday, 4 April 2011
    • Monday, 4 April 2011
    • h"p://www.facebook.com/adsmarke3ng/Monday, 4 April 2011
    • Why Facebook? Exponential Growth • Facebook is the world’s fastest growing digital marketing platform • More than 23% of total US display volume Campaign Integration • Report, manage & optimize Facebook campaigns from one central platform • Same algorithms for SEM bid management used to optimize Beyond An Online Conversion • Facebook a powerful medium to grow brand awareness, engage with target market/demographic • Build extensive fan base to remarket to, engage with on a regular basisMonday, 4 April 2011
    • Facebook domination of the display market Facebook experiencing “hockey-stick” growth in the display market In Q3 2010, Facebook served 297 billion display ad impressions giving it 23% of the U.S. market for display ads. In the first quarter of 2009, it only had a 7% share. Facebook’s performance advertising is quickly becoming Source: ComScore - US Display Ad Market an important part the marketing mix Now 9.8 million reach in AU!Monday, 4 April 2011
    • What are the channels within Facebook?Monday, 4 April 2011
    • On-platform or Off-platformMonday, 4 April 2011
    • Ability to totally integrate with other elements Display (Segments) SEM Facebook (Keyword) (Interest)Monday, 4 April 2011
    • Monday, 4 April 2011
    • What are the key insights? 1. facebook growth is increasing 2. The facebook market is opening up to a wider age group 3. You can be specific in the way that you target your ads 4. Huge opportunityMonday, 4 April 2011
    • Jargon time out! Any questions before we get started?Monday, 4 April 2011
    • Group exercise What were the common themes?Monday, 4 April 2011
    • Relating this to the pitch • Do you think there is an opportunity for your client within: • facebook advertising or performance display? • What do you think you should be doing? • Who do you think you should be targeting? • How will this come into your plan?Monday, 4 April 2011
    • Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow & Summary 7. Summary & pitchMonday, 4 April 2011
    • What is the customer journey?Monday, 4 April 2011
    • What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 4 April 2011
    • What is Transact?Monday, 4 April 2011
    • What else is Transact? Online advertising Email Technology: Marketing RSS Mobile Application marketing Development Social Websites Networks Online Content: Blogs audio, visual, video Online PR Viral Search Engine StrategyMonday, 4 April 2011
    • 1. What is a Transact Website? Encouraging consumers to engage & participate with a website 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
    • 1. What is a Transact Website? Encouraging consumers to engage & participate with a website 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
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    • https://checkout.google.com/buyer/tour.htmlMonday, 4 April 2011
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    • What are the key insights? • Increasing number of people who are going through the process of guest checkout – Using tools like Google Checkout or PayPal • People will give you information if they deem it relevant • Don’t collect the data if you aren’t doing anything with itMonday, 4 April 2011
    • Jargon time out! Any questions before we get started?Monday, 4 April 2011
    • 2. What is Transact Social? 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
    • 2. What is Transact Social? 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
    • Monday, 4 April 2011
    • More with social next weekMonday, 4 April 2011
    • More with social next week al to So ci M d e CR e xt enMonday, 4 April 2011
    • Jargon time out! Any questions before we get started?Monday, 4 April 2011
    • 3. What are the key take outs? Summary 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
    • 3. What are the key take outs? Summary 1. Websites 2. Social 3. Key take outsMonday, 4 April 2011
    • Performance Display insights 1. You don’t need to be satisfied with premium display 2. Performance display offers higher ROI & campaign efficiencies 3. Push the media agency 4. Huge opportunityMonday, 4 April 2011
    • Facebook insights 1. facebook growth is increasing 2. The facebook market is opening up to a wider age group 3. You can be specific in the way that you target your ads 4. Huge opportunityMonday, 4 April 2011
    • Customer journey - engageMonday, 4 April 2011
    • Customer journey - engage Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 4 April 2011
    • What are the key insights? • Increasing number of people who are going through the process of guest checkout – Using tools like Google Checkout or PayPal • People will give you information if they deem it relevant • Don’t collect the data if you aren’t doing anything with itMonday, 4 April 2011
    • Weekly homework NO EXCUSES!Monday, 4 April 2011
    • Week 4 homework • Pick one of your clients • Review their transaction activities online (data capture or eStore) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? • Submit all of your findings to the LOUD Training blogMonday, 4 April 2011
    • Your Pitch Presentation Get started nowMonday, 4 April 2011
    • Your Pitch Presentation er Get started now ind A remMonday, 4 April 2011
    • Jargon time out Questions ThoughtsMonday, 4 April 2011
    • Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Monday, 4 April 2011
    • Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Monday, 4 April 2011
    • Monday, 4 April 2011