5. But the Direct Response Model has
been facing some tough challenges
Response rates in long term
decline
Circulations falling
Clutter and congestion
Cost Pers rising
0.000970%
0.000811% 0.000834%
0.000596%
0.000301%
2009 2010 2011 2012 2013
TV Phone response rates
have declined by 69% in 5
years
Phone RR%
11. All media can drive some form of
response now…
Up to 10k
interactions
per week
from OOH
20-30k
interactions
from peak
TV
campaign
1,000s
interactions
from
Cinema
20% of
peak
airtime out
performs
daytime
12. Understand the algorithm
Everything is connected
Never miss an opportunity to
Interact - no dead ends
Nurture, convince, entice, don’t
just sellConsumers
Technology
Google
14. There is an increasing amount of evidence that Social and
SEO are linked
15. Understand the algorithm
Everything is connected
Never miss an opportunity to
Interact - no dead ends
Nurture, convince, entice, don’t
just sellConsumers
Technology
Google
18. 52,000 5,200
Extra clicks
108
BB sales+10-20% CR
+5-10% CTRPPC
PPC clicks
SEO 360,000
20% of 1.8m untapped
SEO clicks in 3 mths
0.3%
Conversion rate
1,080
BB sales
Social
Signals
60,000
Likes/ follows/
Shares / re-tweets
30
BB sales
eCRM activity - 0.005% x 10
waves
Direct 5,500
Calls (0.001%)
3%
Phone CR
165
BB sales
19,500
Web (+1% more efficient
X 13 weeks)
1.5%
Web CR
293
BB sales
£4.3m Spend
550m impacts
Prospect
Pool 55,000
Content
Interactions (0.01%)
0.3%
Retargeted
clicks
165
BB sales
0.3%
Phone
Conversion rate
165
BB sales
SEO value can have a massive impact
on campaign performance
Product X
19. Which we measure on a connected response
dashboard
Social Signals
SEO Rank
Prospect Pools
Media Schedule
Campaign
Performance Outcome
Intermediate
Stimulus
System KPIs
We need a broader range of KPIs to
monitor the health of the system
20. Link to site
Entertain
Viral Link
SEO impact
Product info
Link to YouTube
Prospect pool
SEO impact
Bespoke Landing Page
TV Campaign
This campaign drove socially amplified content at
scale with significant impact on SEO ranking
21. O2 SEO Visibility dwarves its
competition
5x
Social
Visibility
50%
more SEO
visibility
10%
better
SPS
23. “Sprinting
the
marathon”
All advertising does both a
brand job and a response job
Solution addresses short and
longer term metrics together
Builds on traditional DR model
to unlock SEO growth
Editor's Notes
Stephen and Andrew, you’ve both seen this diagram which helps us understand the changes in consumer purchase journeys, the increasing importance of social signals and the use of content in helping making choices. It gets us to think about how consumers are responding and how and what we focus on comms on to try and affect consumer purchase journeys.
Whilst bundles is great its still principally an “offer and range” strand of communications which has high levels of reach and frequency, with online and offline optimisation still operating in a very linear manner (although econometrics tries to help pick this apart).
We’ve been working with Chris on the implications for this for some time and you’re changing as a result of this to try and better capitalise on opportunities to integrate channels to market better.
Here’s how it was proposed to Sky to give direction to the scale of the opportunity
Collectively this delivered a potential 30% improvement…
Dashboard designed to pull together an array of indicators across the response system
May replace this example with DLG if we can get a compelling story together.
They’ve made a very simple connection between their need to sell bigger and better data plans, the rewarding heritage of the brand, and the behaviour and mindset of heavy mobile internet users – explore with and play with everything.
It’s a simple permissive strand to simply get consumers interacting with more of its content and driving more content creation and sharing, MGM with the dog-bomb, and lifestyle tips on “getting excited every day”.
They’ve created a new brand response vehicle that puts interacting and sharing with the brand at its heart whether you are in the market now or not for a new phone/bundle.
