Primped Web Seminar Matt Bateman Database Marketing

Database-Building via Performance Marketing June 2009 Matt Bateman MD Viva9 Pty Ltd

Agenda
Performance Marketing
Building and maintaining interest in a database
Cost-effective Database generation
Keeping an audience interested
Key Aims:
Engage with core customers
Develop Interest group
Rewards Program?
Research
Developing a social media strategy

The Company: Viva9
Australia’s Leading performance marketing network
We provide sales and revenue generating services for our publisher and affiliate partners.
Our focus is to aggregate traffic via our network partners and Viva 9 owned products, then optimise this traffic and opportunities for advertisers.

Key Points
Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from;
- Pay only when the objective of the campaign has been achieved;
- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;
- Full approval of publishers/websites running the campaign. No Blind Buys.

Building a database – cost effectively
By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database
Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing
We can guarantee that a customer will only pay for members within their pre-defined target market
Cost-Per-Lead = $3 per lead for a targeted database
A database that you can continue to market to via email and mobile
We can target via:
Age, Sex, Geographic location

Maintaining Interest
What can Beauty/healthcare clients offer consumers?
Great content around skin-care and beauty
Expand to health and well-being generally
Ask the consumer – do they want:
Samples
Opportunities to try new products
Competitions
We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online

Rewarding Customers
Getting to key influencers
If you reward the ‘sneezers’ amongst your audience, as well as bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way
3Ts and an A:
TRUTH
TRUST
TRANSPARENCY
ACOUNTABILITY
In this space, you need to commit to regular communication, or not at all.

Performance Marketing Tracking – how it works Live reporting

CAMPAIGN EXAMPLES

Case Study – Coca Cola
CPL Program
Driving a DB for coke
Focus on families interested in holidays
Over 30,000 names in a database in 2 weeks

Case Study – Avon
We have helped Avon build up their network of representatives
Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs

Australia Post /FDS – Database build Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys. Delivery Channel – C ombination of targeted eDM, using quality opt- in databases, and banner placement, through s elected affiliates within the Viva9 network. Results – Both surveys were completed well ahead of schedule.

StrawberryNet

KEY TRAFFIC SOURCES
New Opportunities

Survey Choice

LOYALTY PROGRAMME
Integrated Network Loyalty Programme
120,000+ Member Database
New member every 3 minutes

New revenue streams – Facebook Advertising as a traffic driver
200 apps
In 1 weekend
18 Apps for
platinum cards in one week

Major Influence in Ripples

Rippling same content

Long Tail of Ripples

Social Media and Performance Advertising
At this stage, affiliates/publishers are driving acquisition in social media
Facebook already has profiling and targeting capability
My Space new tools announcement will be interesting
Social media looks more attractive, as search becomes more expensive
Is information-gathering changing?
Twitter and Search combination could be a game-changer

Conclusions
A database is just a start – don’t waste the investment you have made in your customers and potential customers
3Ts and an A
The Ripple Effect in social media
Be very clear about your objectives from the start
Be CONSISTENT

Matt Bateman
Viva9
Level 2, 62-64 Riley Street East Sydney
Phone: 61 2 9368 6850
Email: [email_address]
Twitter: viva9australia
matthieub
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Primped Web Seminar Matt Bateman Database Marketing

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