• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Digital world2
 

Digital world2

on

  • 823 views

Digital World, Mike Berry

Digital World, Mike Berry

Statistics

Views

Total Views
823
Views on SlideShare
823
Embed Views
0

Actions

Likes
0
Downloads
14
Comments
0

0 Embeds 0

No embeds

Accessibility

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 world2 Digital world2 Presentation Transcript

    • Seminar: Exploring the opportunities of digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMGhent, June 7 2011 © 2011 Mike Berry Associates
    • The opportunities of digital direct marketing for your businessPresented by:Mike Berry Dip DM, F IDMGhent, June 7 2011
    • Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,Head of Digital EMEA for Jack Morton (Interpublic)In digital marketing since 1995 (ish)Worked with brands in B2C, B2B, CharitiesIntegrated marketing backgroundProfessor of Digital Marketing, Hult Business SchoolFellow, Trainer and Consultant for IDM ©2011 Mike Berry Associates
    • A consultant ©2011 Mike Berry Associates
    • Brands I have worked with. ©2011 Mike Berry Associates
    • What about you? ©2011 Mike Berry Associates
    • What about you? <with a twist>Name, company and why are you here?What Digital Marketing have you done?What areas of digital marketing would youlike to know more about? ?©2011 Mike Berry Associates
    • Timetable for today09.00 Start: Session 111.00 Coffee11.15 Session 212.30 Lunch14.00 Session 315.15 Coffee15.30 Session 417.00 Close ©2011 Mike Berry Associates
    • About todayYOU WILL GET THE SLIDESOnly a dayOverview of big (and growing) range ofactivitiesPlenty of contentShare stuffAsk questionsChallengeEnjoy! ©2011 Mike Berry Associates
    • The digital marketing toolbox
    • The world is changing... ©2011 Mike Berry Associates
    • The world is changing...go back 500 years to the printing press, thebirth of mass media which, incidentally, iswhat really destroyed the old world of kingsand aristocracies. Technology is shiftingpower away from the editors, the publishers,the people Rupert Murdoch, Wired magazine ©2011 Mike Berry Associates
    • The world is changing... than a decade ago, people describedthe act of as venturing intosome foreign realm calledthat metaphor no longer applies. Facebook,Twitter, Flickr and all the other newcomers toexpress yourself, means to connect withothers and extend your own horizons.Cyberspace was somewhere else. The Web iswhere we live Source: Newsweek ©2011 Mike Berry Associates
    • Trying to keep up with digital is a bit like this... ©2011 Mike Berry Associates
    • things we know we know.We also know there are known unknowns. That is to say we know there are some things we do not know.But there are also unknown unknowns, the ones we Donald Rumsfeld, former US Secretary of Defense , at Press Briefing February 12, 2002 after Confucius ©2011 Mike Berry Associates
    • JargonInteractive New mediaE-marketing Online DIGITAL ©2011 Mike Berry Associates
    • JargonIt doesnt really matterwhat we call it-how we think andwhat we do... ©2011 Mike Berry Associates
    • TodayHow digital has changed marketingOnline DisplaySearchSocial MediaEmailAffiliates, Viral, MobileA look ahead: the next big thingsSummary ©2011 Mike Berry Associates
    • knowing your customersHow old are they?How much money do they have?Where do they live?What do they like doing?How do they relax?What drives them?What do they aspire to?
    • But how?
    • We can guess...
    • Or we can find out!Data may be your organisations biggest assetSales/ transactionsEnquiriesCustomer serviceWeb analytics (clickstream, site stats +++)Ask themOn-site surveys!
    • Clive Humby: Founder, dunnhumby
    • All data can help; in the right hands Customer/ prospect Web Analytics data data DM agency Online team Database Agency Digital agency comScore/ Hitwise/ Alexa IT Google Customer Services (Facebook?) Sales Finance
    • CUSTOMER DATA Personal About identified individuals About real behaviourWEB ANALYTICS DATA Aggregated Anonymous About real behaviour
    • The opportunity+ =
    • Data is the key How much value lies untapped in existing corporate and public data streams? My guess is a lot. How many companies are truly joining up their data to extract andinterpret the kind of intangible insight that has real tangible value? My guess is very few. That, to me, has opportunity<Neil Perkin: Predicting The Unpredictablehttp://neilperkin.typepad.com/only_dead_fish>
    • How digital haschanged marketing ©2011 Mike Berry Associates
    • What is marketing?Bringing buyers and sellers togetherMeeting customer needs; profitablyCombination of:product, price, place and promotion(Kotler) ©2011 Mike Berry Associates
    • Marketing communications Delivering the right message Via the right channel To the right individual At the right timeEASY, huh? ©2011 Mike Berry Associates
    • What is digital marketing?Electronic communicationsReaching consumers/ business purchasersvia a screen, interactivelyInternet marketing (via desktop PC, Mac,iPad, Mobile device) ©2011 Mike Berry Associates
    • Planning Digital MarketingUnderstanding the growing range of digital tools and employing them appropriately to enhance every brand communication ©2011 Mike Berry Associates
    • Planning Digital MarketingUnderstanding the growing range of digital tools and employing them appropriately to enhance every brand communication Website Design and Build/ Usability PPC Mobile Web Analytics E-mail Marketing Social Media Viral marketing Affiliate SEO Marketing podcasts Virtual Worlds Blogs ©2011 Mike Berry Associates
    • Posters (ancient Egyptians, Greeks, Romans)Newspapers (1830s)Commercial Radio launched (1920 US;1973 UK)Commercial TV launched (1941 US;1955 UK) ©2011 Mike Berry Associates
    • GoogleTwitteriPodMicrosoftFacebook ©2011 Mike Berry Associates
    • When were they launched?Microsoft launched 1978Google launched 1998iPod launched 2001Facebook launched 2004Twitter launched 2006 ©2011 Mike Berry Associates
    • http://www.youtube.com/watch?v=gCMzjJjuxQI ©2011 Mike Berry Associates
    • ©2011 Mike Berry Associates
    • ©2011 Mike Berry Associates
    • ©2011 Mike Berry Associates
    • Changing everything. Again and again.
    • ©2011 Mike Berry Associates
    • The internet has changed everything... ©2011 Mike Berry Associates
    • ? hours in the day... ©2011 Mike Berry Associates
    • -tasking...Two and three screeners (Laptop, TV, Phone/iPad) ©2011 Mike Berry Associates
    • Heineken StarPlayer: live football game that lets fans watch UEFA ChampionsLeague matches on TV whilst playing it in real-time on a computer, iPhone oriPod touchexperience for football fans. The game taps into competitive banter of thefans by creating a live TV game experience that can be played fromwherever they are watching the gameOverlay to live football matches, first global example of a social mediagaming platform. Fans watch the football on TV while playing StarPlayer inreal-time, anticipating events on the pitch live and making decisions on whatwill happen in next few seconds -dependent decisions on play
    • To score points, fans anticipate what will happen at key moments such as corners,free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in thenext 30 seconds. With every correct forecast, fans gain points. Through thefriends via Facebook and with other players around the world.Champions League, creating a more social experience around watching andenjoying the matches. For Heineken to be able to bring the excitement andcompetition of these premium matches to the actual fingertips of the fans through Floris Cobelens, Global Head of Digital, Heineken
    • LeveragessponsorshipRecognises mostfootball is viewed onTV by lone malesAdds a real-timeHeavily branded
    • How would we live without the internet? Buying a new house Buying a new car Choosing and booking a holiday Sourcing a new supplier at work Preparing for a meeting with a new contact Choosing a training course ??? ©2011 Mike Berry Associates
    • Words of wisdom the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change Charles Darwin ©2011 Mike Berry Associates
    • Traditionally... ©2011 Mike Berry Associates
    • The internet has changed the world ©2011 Mike Berry Associates
    • The world is changing... ©2011 Mike Berry Associates
    • The world is changing... ©2011 Mike Berry Associates
    • ...but some things stay the same bore - David Ogilvy ©2011 Mike Berry Associates
    • - David Ogilvy David Ogilvy, , 1963 ©2011 Mike Berry Associates
    • To paraphrase...The buyer is not an automaton.... ©2011 Mike Berry Associates
    • The buyer is not an automaton.....(s)he is a human being ©2011 Mike Berry Associates
    • Individual Company ExerciseWhat kinds of digital marketing does yourorganisation do?How is Digital marketing planned,implemented and measured in yourorganisation? Who is responsible for each ofthese activities?How well is digital integrated with offline?What could be done better? ©2011 Mike Berry Associates
    • The digital marketing toolboxOnline displaySearchSocial MediaAffiliatesViralEmailMobile ©2011 Mike Berry Associates
    • OnlineDisplay ©2011 Mike Berry Associates
    • Online DISPLAY adsPermission? Or INTERRUPTIVE?
    • Online Advertising:interruptive or permission-based? Surprise the user Grab their attentionOR: ©2011 Mike Berry Associates
    • Online Advertising: interruptive or permission-based? Surprise the user Grab their attentionOR: Ask permission Invite engagement? ©2011 Mike Berry Associates
    • Cost per engagement?from the emphasis on click-through rate. I feel very confidentbased on results that wereseeing, especially when friendsare recommending to friends.Research shows that, on average,people are 68% more likely toremember seeing the ad if theirfriend has recommended it andtwice as likely to remember themessage of the ad. (Nielsen). To Carolyn Eversonus, whats more powerful than VP-global sales, Facebookclick-through is, April 2011paying attention to the message
    • Online displayThe most like traditional press advertisingBanners like strip on a newspaper magazinepageDebate: interruptive formats vs. permissionStunning effects rapidly get boring/ annoyingJust because it can be done doesnt mean itsright for your brandTEST but also apply judgement ©2011 Mike Berry Associates
    • How online display advertising works <source: nma.co.uk>
    • How adserving works The ad serving system looks 1 2 for an appropriate ad based on all the ad schedules it holdsUser goes to a site. The siteloads,Page needs an advert to beplaced on it Delivery & Tracking Publisher Ad URL Server Publisher Ad Statistics AD Servers Database ROI Reporting User 3 Once the ad is chosen it is served, and a record kept of this.
    • Basic online advertising formats ©2011 Mike Berry Associates
    • (300 x 250) MPU Homepage auto-play 30p CpC 10m impressions per day ©2011 Mike Berry Associates
    • 728 x 90 Leaderboard ©2011 Mike Berry Associates
    • (160 x 600) Super Skyscraper ©2011 Mike Berry Associates
    • Push-down Leaderboard (CpR) Expands in size from 728x90 pixels to 728x350 ©2011 Mike Berry Associates
    • L-shaped banner ©2011 Mike Berry Associates
    • Standard Expandable ©2011 Mike Berry Associates
    • Expandable©2011 Mike Berry Associates
    • Homepage takeover ©2011 Mike Berry Associates
    • Shake them up!http://www.youtube.com/wariolandshakeit2008
    • http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html
    • http://www.facebook.com/adsmarketing/|
    • Trading: Calculating estimated CpAs for CPM campaignsInformation you need CPM Rate Click Through Rate (CTR) ©2011 Mike Berry Associates
    • Trading: Buying modelsCost per Thousand (CPM) The classic media buying currency Rewards media owner purely on their audience size and compositionCost per Click (CpC) Search marketing, directories & comparison site listings Rewards media owner for response, not reach ©2011 Mike Berry Associates
    • Trading: Buying modelsCost per Sale (arrival, lead, acquisition,registration) Affiliate marketing Some e-commerce and partnership deals Media owner takes most of the riskHybrid deals Some partnership and tenancy deals Shared risk arrangement ©2011 Mike Berry Associates
    • The enemy... ©2011 Mike Berry Associates
    • Media Buying tips + ©2011 Mike Berry Associates
    • Media buying tactics ©2011 Mike Berry Associates
    • Managing an online media budgetThere is no perfect online media mixBudgets allocated on a test & refine basisEarly stage online advertising may well have highwastageLater stage campaigns should still contain a testbudget ©2011 Mike Berry Associates
    • Search ©2011 Mike Berry Associates
    • Seek and Ye Shall Find... ©2011 Mike Berry Associates
    • Definitions ©2011 Mike Berry Associates
    • Definitions ©2011 Mike Berry Associates
    • GoogleLarry Page and Sergey Brin founded Googlein 1998. Using a friends garage as their baseof operations, they only settled on a nameGoogles combination of clever searchalgorithms and sophisticated ad programAdWords propelled it to the top of the searchengine market. It has stayed there ever since. ©2011 Mike Berry Associates
    • Yahoo!Yahoo is struggling; CEO and co-founderJerry Yang resigned at the end of 2008Has continued to lose search engine marketshare under new CEO Carol Bartzas its exclusive search platform. Soon theresults from its arch-rival ©2011 Mike Berry Associates
    • BingMicrosoft Bing, the successor to MSN LiveSearch, launched in June 2009 with areported £60 million marketing budgetBing quickly established itself as a serious rivalto Google. Total searches on Microsoft wereup 22 per cent in a single month (Nielsen)comScore confirms that Bing is still on the up;Yahoo!/Bing share nearly 30% in US in 2011 ©2011 Mike Berry Associates
    • Bing takes share from Google ©2011 Mike Berry Associates
    • Search Engine Optimisation (= SEO) process of improving the volume or quality of traffic to a web site from search engines via "natural" or un- Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will Wikipedia ©2011 Mike Berry Associates
    • Search marketing SEO & PPC Natural Paid ©2011 Mike Berry Associates
    • SEO©2011 Mike Berry Associates
    • Your Website SEO ©2011 Mike Berry Associates
    • Your Website/SEOMake it work for youMake it somewhere you are PROUD ofMake it easy to navigate/order (usability)Refresh content regularly (News? Offers?Blog?)Help the search engines to find it (SEO) ©2011 Mike Berry Associates
    • Your Website/SEOHow does your site look on Firefox? Chrome?-on a Mac? -on a mobile device?Help the customer to find what they want -ends/ broken links ©2011 Mike Berry Associates
    • Your Website/SEOMake your website somewhere youd beproud for a (potential) customer to wanderaround unaccompaniedThen find (potential) customers andencourage them to go there (drive traffic)Make it interesting and useful for them toreturn regularly... ©2011 Mike Berry Associates
    • Pay-Per-Click Advertising (=PPC) ©2011 Mike Berry Associates
    • ©2011 Mike Berry Associates
    • ©2011 Mike Berry Associates
    • Pay Per Click Advertising (=PPC)websites, in which advertisers pay their host only when theirad is clicked. With search engines, advertisers typically bidon keyword phrases relevant to their target marketCost per click (CPC) is the amount of money an advertiserpays search engines and other Internet publishers for a singleclick on its advertisement that brings one visitor to its Wikipedia ©2011 Mike Berry Associates
    • Pay Per Click Advertising (=PPC) ©2011 Mike Berry Associates
    • Search marketing = SEO + PPC Natural Paid ©2011 Mike Berry Associates
    • Pay-per-click advertisingGoogle AdWords prepared to pay per click on your ad (through to your website) Driving traffic; people interested in your products £Bid X Quality Score Your search ©2011 Mike Berry Associates
    • Google AdWords ©2011 Mike Berry Associates