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Big picture digital_marketing Presentation Transcript

  • 1. THE BIG PICTURE of FMCG Digital Marketing
  • 2. It’s NOT really about digital channels… Digital Marketing?
  • 3. It’s MORE about data. Behavior Clicked on Coupon Interests Travel, Photography Location San Francisco, CA Demographics 20-25 Female Digital Marketing?
  • 4. We can target your age, your gender, your current workplace, or even the high school you went to from your Facebook Profile.
  • 5. Who watched the Ad? Who skipped the Ad? When did most people skip the Ad? Which Video worked best? YouTube can tell use if you watched the Ad or not.
  • 6. Put THIS button on your website, and we’ll know who wants to buy it.
  • 7. With data, you can reach the right person, at the right time, with the right message. Right Message Right Person Right Time
  • 8. DATA = Right Person, Right Time, Right Message ADVOCACY LOYALTY PURCHASE INTEREST ATTENTION In doing so, we can efficiently convert attention into interest, interest into purchase, and so on…
  • 9. Digital Marketing is the use of digital data for the efficient and effective conversion of consumer attention into interest, purchase, loyalty, and advocacy.
  • 10. How do we do it? Yeah, I get that, but…
  • 11. First, we need a map. We first need to figure out where things are, before we thinking about how to get anywhere.
  • 12. Who is going to provide you with the Data? You need to understand which digital channels can provide you with the data that you want.
  • 13. ATTENTION Ad Networks, Social Ad, and Search can provide us data on user demographics, interests, and needs. Who Will Pay Attention? Ad Network Social Ad Search Demographics / Interests / Needs
  • 14. Applications to product sampling campaigns, visits to certain web pages, following of social media accounts can tell us who is interested in the product or brand. Who Is Interested? Sampling Website Social Media Account Interest to Product / Brand INTEREST
  • 15. Visiting promotions on E-Commerce, downloading coupons, traffic from packages, or participation to must-buy campaigns can tell us who bought, or wants to buy. E-Commerce Coupon Package / Lottery Purchase / Purchase Intention PURCHASE Who Purchased or Wants to Purchase?
  • 16. Similarly, E-Commerce and coupons can tell us repeat purchase and repeat purchase intent. Loyalty programs can also tell us frequency. E-Commerce Coupon Loyalty Program Repeat Purchase / Repeat Purchase Intention Who Purchased Again or Wants to Purchase Again? LOYALTY
  • 17. Surveys, links to posting reviews, sharing on social media can tell us who advocates, or is willing to advocate for the brand. Survey Review Share Advocate / Advocate Intent Who Advocates or Wants to Advocate? ADVOCACY
  • 18. Is this your map? Once you determine all the digital channels that provide you with the data you want, you will have a base for your strategy. ATTENTION Ad Network Social Ad Search Demographics / Interests / Needs INTEREST Sampling Website Social Media Account Interest to Product / Brand E-Commerce Coupon Package / Lottery Purchase / Purchase Intention PURCHASE E-Commerce Coupon Loyalty Program Repeat Purchase / Repeat Purchase Intention LOYALTY Survey Review Share Advocate / Advocate Intent ADVOCACY
  • 19. Let’s look closer… By understanding each channel (or tactic) we can select them to build your digital marketing strategy. ATTENTION Ad Network Social Ad Search Demographics / Interests / Needs INTEREST Sampling Website Social Media Account Interest to Product / Brand E-Commerce Coupon Package / Lottery Purchase / Purchase Intention PURCHASE E-Commerce Coupon Loyalty Program Repeat Purchase / Repeat Purchase Intention LOYALTY Survey Review Share Advocate / Advocate Intent ADVOCACY
  • 20. The Google Display Network (GDN) is the world’s largest display advertising network available on over 2 million other websites. It reaches 90% of all internet users, and serves 180 billion ad impressions per month. It can target users based on their demographics, interests, location, behavior, and content of the web page. Click here to see what Google knows about you: http://www.google.co.jp/ads/preferences/ You can precisely target and display banner ads to almost anyone who uses the internet.
  • 21. TrueView is a video ad format for YouTube where users get to skip the ads they do not want, and advertisers only pay for actual views of their ads. With precise targeting, and a wide reach of 1 billion visitors every month, it is replacing traditional TV advertising for many brands. ROI has exceeded 10x compared to TV in some reported cases. Google may be offering TrueView at much lower prices than market value to increase usage by advertisers. It would be a waste not to take advantage of YouTube TrueView at this point.
  • 22. Facebook is the world’s largest social network with over 1 billion users. Facebook Ads allow advertisers to target users by detailed demographics of their profiles and activities. Criteria include location, age, gender, interests, connections, marital status, languages, education, and workplaces. If demographic targeting is sufficient, Facebook Ads may be a cost-effective solution.
  • 23. Google is the most popular search engine in the world with roughly 65% in global share resulting in over 100 billion searches every month. Brands can reach users with specific needs by either paying to be listed on search results (paid search), or improving their organic rankings (SEO). Search terms, monthly search volume, and expected traffic can be found on Google Keyword Planner. Google Keyword Planner https://adwords.google.com/ko/KeywordPlanner/Home Use search to target specific user needs, which may vary in time.
  • 24. Sampling is an effective way to generate and capture interest for your product or brand. Brands can collect e-mail addresses, follows to social media accounts, or browser cookies through applications or visits to an online sampling campaign. Nutella offers a monthly chance to win a case of their products in exchange for e-mail registration or Facebook likes. It steadily collects “interested users”, unlike brands who build their audience through cash incentives. Sampling campaigns should run all year long to constantly generate / capture interest. Sampling
  • 25. Websites contain many different pages requiring active behavior from users to view them. It is an ideal tool to collect data from those interested in the brand / product. Browser cookies can be collected from viewers of specific pages such as product information, and product reviews. P&G allows consumers to post reviews to their product brand website. Users reading product reviews may be re- targeted with promotions. Websites should be structured to branch user behavior depending on interest. Website
  • 26. According to IAB’s research in July 2013, “83% of consumers exposed to social media would trial a brand’s product.” Key is to grow the audience with users interested in the product / brand, and reach them frequently with content on how-to and offers to drive purchase. Heinz regularly posts recipes, cooking tips, offers and coupons to drive trial and repeat purchase. In the above research, it is said to have seen 22% uplift in brand sentiment following social media campaigns. Only collect those who are interested in your brand, and drive them to purchase. Social Media Account
  • 27. E-Commerce sales is expected to grow 14% annually from now to 2017. CPG and Apparel are top 2 categories driving growth. Almost 50% of consumers now purchase personal care or even food items online. Brands can collect users with purchase intent by offering online purchase options on their websites. P&G aims to grow their online sales from the current 1% to 10%. It has strong relationships with online retailers and hosts “buy now” buttons on their product brand websites. Place links to purchase online, and collect those who want to purchase. E-Commerce
  • 28. Almost 50% of smartphone users shop regularly with coupons on their devices. Brands without retail can collaborate with retail / e-retail partners to issue digital coupons. Brands can collect users with purchase intent by offering coupon downloads in exchange for e-mail addresses or browser cookies. Starbucks provides digital coupons to their 5.5 million e-mail registrants of My STARBUCKS. Use coupons to collect purchase intent, and drive online traffic to retail environments. Coupon
  • 29. Data on purchase is the most difficult for FMCG brands to acquire. The product package reaches every single purchased customer, and is the most effective media to collect data on purchased customers. Combining package with a lottery promotion will allow you to collect data from more than 5% of your customers. Kellogg’s collects data on purchased customers by placing calls to action on the package to view digital content. Place calls to action on the package to acquire data from purchased customers. Package / Lottery
  • 30. Loyalty programs increase retention rates and purchase frequency. By acquiring individual serial codes as proof of purchase, brands are able to track consumption across brands. This data can be used to automate marketing and filter out loyal customers. My Coke Rewards is an online loyalty program that Coca- Cola launched in 2006. It has been extended every year since. Boost purchase frequency, and filter out loyal customers with loyalty programs. Loyalty Program
  • 31. NPS (Net Promoter Score) surveys can be used to filter out brand advocates by asking the likeliness of recommending a product or brand on a scale of 0-10. Users who answer 9 or 10 may be filtered as brand advocates and encouraged to share comments or reviews about the brand. Zuberance (http://www.zuberance.com/) is a consultancy specializing in brand advocacy who has developed this model. Ask users if they are willing to recommend. If they say YES, then ask them to do so. Survey
  • 32. 75% of reviews are positive. Users posting reviews are generally brand advocates, and can be encouraged to advocate further. Brands can collect advocates by offering review and rating functions on their website. Bazaar Voice (http://www.bazaarvoice.com/) is a consultancy specializing in user generated reviews and ratings. Users who take the time to post reviews (for no incentive) are valuable brand advocates. Review
  • 33. 53% of people on Twitter recommend companies and/or products in their tweets. Brand advocates are highly likely to do so. Providing offers to share with friends will further increase the likeliness of sharing. Encourage sharing at the thank-you page of a campaign / sweepstakes application, to collect brand advocates. Zuberance (http://www.zuberance.com/) is a consultancy specializing in brand advocacy who has developed this model. Provide brand advocates with the content and tools to share their preferred brand. Share
  • 34. ATTENTION Ad Network Social Ad Search Demographics / Interests / Needs INTEREST Sampling Website Social Media Account Interest to Product / Brand E-Commerce Coupon Package / Lottery Purchase / Purchase Intention PURCHASE E-Commerce Coupon Loyalty Program Repeat Purchase / Repeat Purchase Intention LOYALTY Survey Review Share Advocate / Advocate Intent ADVOCACY Digital Marketing? It’s about choosing the right digital channels based on the data it can provide about the consumer.
  • 35. ATTENTION Ad Network Social Ad Search Demographics / Interests / Needs INTEREST Sampling Website Social Media Account Interest to Product / Brand E-Commerce Coupon Package / Lottery Purchase / Purchase Intention PURCHASE E-Commerce Coupon Loyalty Program Repeat Purchase / Repeat Purchase Intention LOYALTY Survey Review Share Advocate / Advocate Intent ADVOCACY Personalized Communication E-Mail Retargeting Banner Dynamic Content Digital Marketing? Then using that data to deliver personalized communication through e-mail, retargeting banners, and dynamic content.
  • 36. Digital Marketing is the use of digital data for the efficient and effective conversion of consumer attention into interest, purchase, loyalty, and advocacy.
  • 37. Where do I start? Yeah, I get that now, but…
  • 38. Rule of Thumb. Allocate 70% of your marketing budget to proven tactics. 20% to innovative tactics. Keep 10% as a buffer to correct course or optimize the campaign. 7 : 2 : 1
  • 39. Thank You.