The ROI of Interactive Media A Refine+Focus Presentation for the Greater Dayton Advertising Association October 4, 2007

Interactive Training, Planning and Strategy About Refine+Focus

Interactive Training, Planning and Strategy

Sell Me This Pen

Selling the pen Online sales / e-commerce Online lead generation (near term sales) Online lead generation (business development) Online Branding (category dominance) Customer relationship management Online promotion

Online sales / e-commerce

Online lead generation (near term sales)

Online lead generation (business development)

Online Branding (category dominance)

Customer relationship management

Online promotion

Where to start

The Big Ideal

believes that the world would be a better place if: Women felt better about themselves Dove The Big Ideal Concept: Steve Hayden, Vice Chairman of Ogilvy Mather Worldwide

Branded Utility

Branded Utility “ Starbucks provides a place for me to get online and hear new music, Yahoo gives me answers.” Brands being built on their usefulness to the consumer Johnny Vulkan, Anomaly

Websites

Websites Usability

Websites Usability

Transactional vs. Relational Websites

Web page vs. Landing page Websites

Websites Example landing page for Muse Pens FREE Gift with Purchase Beautiful leather-bound journal! Corporate chrome ball point $20 Ultimate Pen Offer “ The best business pen” I want it!

Search

Search How does it work? It’s about sales, not clicks

Media Choices Traditional media Local portals Local blogs

Traditional media

Local portals

Local blogs

Traditional media

Traditional media

Interactive Media Mix (1) Banners (2) Podcasting (3) Streaming (4) Online Video (5) Email (6) Mobile

Interactive Media Mix (1) Banners Internet display advertising grew almost 18 percent to $5.5 billion between April 1st and June 30th of 2007. TNS Media Intelligence (via Marketing Trends)

Interactive Media Mix (2) Podcasting 25 million users* in 2008 *Individuals who have ever downloaded a podcast in the U.S. eMarketer, Feb. 2006

Interactive Media Mix (3) Streaming Online radio has a weekly audience of 29 million nationwide. Arbitron and Edison Media Research: The Infinite Dial 2007: Radio’s Digital Platform

Interactive Media Mix (4) Online Video 24 % of consumers actually made a purchase after watching an online video ad iMedia Connection

Interactive Media Mix (5) Email 83.2% of marketers listed email as their most important advertising tactic for 2007 Via EmailLabs

Interactive Media Mix (6) Mobile More than one in three mobile phone owners use text message regularly. Jacobs Media We recommend

II. Local Portals Local is now the fastest growing segment in the online advertising world. eMarketer, via iMedia Connection

III. Local Blogs Technorati tracks over 107.6 million blogs

Social Media Image credit: www.theelusivefish.com

Social Media It starts with a Big Idea: Muse Pens Dream Wall

Social Media Social Media Channels comScore One in six people across the globe

Interactive Media Mix Revisited

The ROI of Interactive Media

Email: [email_address] Web: www.refineandfocus.com Blog: www.quiverandquill.com For help with interactive media or to buy a pen…