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How To Get Digital Marketing Right
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How To Get Digital Marketing Right

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  • 1. lion&lion The Digital AgencyNoor Ashikin Aziz How To Get Digital Marketing Right
  • 2. lion&lion The Digital AgencyNoor Ashikin Aziz 1. Why Digital Marketing 2. How To Do Digital Marketing Correctly
  • 3. lion&lion The Digital AgencyNoor Ashikin Aziz Western ad spend has adapted to where people spend their time, namely online
  • 4. lion&lion The Digital AgencyNoor Ashikin Aziz Time spend 0% 13% 25% 38% 50% PRIN T RAD IO TV IN TERN ET M O BILE Time spent on media vs. ad spend in US KPBC, USA 2011 • Despite print still carrying too large an ad spend weight, the US ad market has adapted itself to where people spend their time, namely online • Mobile is still lacking, but ad spend is expected to grow 62% this year alone US MARKET Ad spend
  • 5. lion&lion The Digital AgencyNoor Ashikin Aziz ... whilst here there is still a large difference between time and ad spend opening huge opportunities for advertisers who leverage online marketing techniques
  • 6. lion&lion The Digital AgencyNoor Ashikin Aziz Time spent Time spent on media vs. ad spend in Singapore Ad spend Nielsen and Comscore 2011/2012 • Despite the higher spending power of online users, better brand recognition of internet ads vs. TV, and higher return of investment from online marketing, there is still a large gap between time and ad spend in Singapore, opening huge opportunities for advertisers GROWING MARKET 0% 15% 30% 45% 60% PRIN T RAD IO TV IN TERN ET M O BILE
  • 7. lion&lion The Digital AgencyNoor Ashikin Aziz Time spent Time spent on media vs. ad spend in Malaysia Ad spend Nielsen and Comscore 2011/2012 • Trend is similar across all of Asia where there is huge gap to be filled for advertisers to take advantage of the opportunities that digital offer EMERGING MARKET 0% 15% 30% 45% 60% PRIN T RAD IO TV IN TERN ET M O BILE
  • 8. lion&lion The Digital AgencyNoor Ashikin Aziz Online marketing activities outperforms offline marketing activities in key areas such as return on investment, brand recall and tracking of results
  • 9. lion&lion The Digital AgencyNoor Ashikin Aziz ROI BRAND RECALL TRACKING RESULTS LEVEL OF TARGETING PAY FOR TARGET GROUP TRANSPARENCY PRICE FOR IMPRESSION Traditional Advertising TV, Radio, Print, etc Internet Advertising Mobile, Desktopvs. 0.89-0.93x 21% for TV Guess work High level targeting on age and gender Pay for reach Trust media companies for right numbers High 1.78x 24% for internet Track each client Target on deep level of interest, behavior and needs Pay for target group only Full transparency on per impression level Up to 200x lower than traditional media • • • • • • • • • • • • • •
  • 10. lion&lion The Digital AgencyNoor Ashikin Aziz 1. Why Digital Marketing 2. How To Do Digital Marketing Correctly
  • 11. lion&lion The Digital AgencyNoor Ashikin Aziz Success is about conversion to and conversion on site. Many marketers separate these two functions that lead to conversion gaps and weaker results
  • 12. lion&lion The Digital AgencyNoor Ashikin Aziz Search, Banner, Social, etc Successful conversion (KPI) Website Attracting visitors Conversion TO the site (ie. Visitors, CTR) Converting visitors Conversion ON the site (ie. Conversions, CR) By looking at both sides of the conversion scale will you be able to get the right results (KPIs) for your spend Marketing I.T.
  • 13. lion&lion The Digital AgencyNoor Ashikin Aziz Different consumers access online from multiple platforms at different times therefore your messaging must be tailored to suit the audience
  • 14. lion&lion The Digital AgencyNoor Ashikin Aziz Knowing how to take advantage of when your consumers are engaged make your communication feel more personalised, increasing chances for a higher rate of return Typical marketing campaign BRAND MESSAGE • Offline campaigns cast a wider net • Traditionally have fewer objective tools to measure returns segmented to who and when groups are targeted • KPIs more focussed on awareness rather than the affects of awareness ‘Tailored‘ digital marketing planning • Online marketing can be highly targeted to each person resulting in lower cost per relevant target • Targeted messages increase effect • KPIs are further in the conversion funnel
  • 15. lion&lion The Digital AgencyNoor Ashikin Aziz ENGAGEMENT 1 FACEBOOK X % ENGAGEMENT 2 BANNER ENGAGEMENT 3 SOCIAL/VIRAL ENGAGEMENT 4 PAID SEARCH Y % Z % W % GAME/CONTEST WEBSITE /MICROSITE PHOTO/VIDEO PRODUCT PAGES MESSAGEMEDIAKPI Consumers has to be engaged a number of times before a task can be completed DIGITAL MARKETING CAMPAIGN
  • 16. lion&lion The Digital AgencyNoor Ashikin Aziz Digital marketing allows daily message updates so marketers can follow up from the success (or failure) of the previous day to improve
  • 17. lion&lion The Digital AgencyNoor Ashikin Aziz Daily Define target group and leverage past learnings Select and optimise online marketing channel to each individual target group Allocate and optimise budget daily to achieve lowest CPA Collect and analyse data from entire segments journey to optimise for lower CPA 1 2 34 Tests and measure campaign goals daily to deliver overall marketing goals efficiently
  • 18. lion&lion The Digital AgencyNoor Ashikin Aziz Each Paid, Owned and Earned strategy is unique for every marketer
  • 19. lion&lion The Digital AgencyNoor Ashikin Aziz PAID OWNED EARNED DIGITALTRADITIONAL online display ads mobile ads SMS email search social network ads TV radio outdoor cinemain-store media direct mail websites microsites podcats mobile apps events branded utilities sponsorship PR brochures buzz marketing user generated content blogs social network pages mentions word of mouth customer feedback
  • 20. lion&lion The Digital AgencyNoor Ashikin Aziz PAID OWNED EARNED IF TOO MUCH... IF TOO LITTLE... PARTICIPATION UTILIZATION CONTRIBUTION expensive and unsustainable leaving money on the table not seizing other opportunities dependent on active marketing to dependent on outsiders no input from outsiders
  • 21. lion&lion The Digital AgencyNoor Ashikin Aziz Use Dynamic Budget Allocation to achieve optimal results at the lowest possible cost per acquisition
  • 22. lion&lion The Digital AgencyNoor Ashikin Aziz Cost-Per-Acquisition (CPA) differs for different media. Use Dynamic Budget Allocation to achieve lowest total CPA in every digital marketing campaign Budget Number of acquisitions All marketing channels have a varied efficiency, and that such relative efficiency changes continuously, The right digital marketing measure results across all channels daily with a view to optimize spend using a dynamic budget allocation to achieve the lowest cost per acquisition GDNSEM Facebook Pre-targeting Re-targeting Goals
  • 23. lion&lion The Digital AgencyNoor Ashikin Aziz A B A C A D D E E .. .. .. Split testing goes across multiple dimensions such as headline, description lines, display URL, landing pages, etc. and allows for optimization based on historic performance and efficiency Practice doing multiple ads or landing pages simultaneously with Multi-Varied Split Testing to generate optimal campaign efficiency via a process of elimination Better campaign efficiency
  • 24. lion&lion The Digital AgencyNoor Ashikin Aziz Optimise daily on all variables to ensure the lowest cost per task completion Allocate more budget Watch and optimise Stop or drastically improve Lion&Lion will monitor and track campaign progress at the keyword level day-by-day to ensure optimal marketing efficiency at the most granular level CPC CTR CR CPAKEYWORD 1.20 1.35 1.15 2.30 1.00 1.60 0.85 0.6 2.3 4.2 4.6 2.4 0.4 0.7 1.6 3.4 4.5 2.3 2.5 1.6 0.5 75 40 26 100 40 100 170 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 6 Keyword 7
  • 25. lion&lion The Digital AgencyNoor Ashikin Aziz Measure, analyze and optimize to complete the campaign KPI Stage Visitors reaching the stage Campaign awareness Campaign engagement Participation Share with friends Repeat participation Campaign Goals (e.g Purchase) 73 51 7 4 3 Online conversion funnel (e-commerce) 100 Tracking each step in the online acquisition process (see above) and measure where traffic bounces (see right) to optimises the check-out funnel and therefore ensure optimal chances for conversion
  • 26. lion&lion The Digital AgencyNoor Ashikin Aziz Acquisition Behaviour Outcome Examples of ABO Analysis Framework Utilisation of ABO Framework allow marketers to understand what led to conversion and subsequently address gaps if any within the conversion process
  • 27. Want more? Let’s get in touch Noor Ashikin Aziz noor@lionandlion.com | noor.ashikin.aziz@gmail.com +65 9457 6399 http://linkedin.com/in/rudyaziz

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