Future of digital marketing in business


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This presentation was part of 2 Breakfast seminars in Brisbane in June 2010. The focus was future of marketing for business in a digital world. Representing Sensis and Yellow Pages I presented to small business owners interested what recent digital trends mean to their marketing success.

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  • Good morning, thank you very much for coming along and for this opportunity to share some ideas with you about the future of digital marketing in business. There’s no denying advertising and marketing has evolved significantly with the advent of the web. The future of digital marketing in business will see an increasingly sophisticated range of applications at the disposal of the marketer. I understand there are some varied levels of understanding about digital marketing among today’s audience, so what I intend to do for the benefit of the uninitiated is unlock some of the mystery around digital marketing concepts such as: Social Media and networking sites The rapid rise in the use of mobile internet and the opportunity that Smartphone's provide. Search engine marketing and Search engine optimisation and we’ll look at content and applications I am sure many of you will be familiar with many of these however, I hope you all come away with some useful insights into the opportunities each of these present to increase your brand equity and bottom line.
  • Social Media: The last couple of years have seen social media become the number one activity on the web, in essence though, it’s just an extension of human communication, sharing, word of mouth, crowds etc. At the recent Ad:Tech conference in Sydney, I heard that on average, 1/3 of our leisure time is estimated to be spent online. That used to mean sitting in front of the computer, but now often means sitting with your Smartphone. As marketers trying to reach an audience, it’s a fair assumption that the largest number of people is almost certainly online. Collectively we’re all spending seven hours a month on Facebook, 77 percent of us read blogs, and YouTube has over 100 million unique visitors a month and growing. In the last year we have seen Twitter Grow of 1050% Today, we are seeing 50 million tweets per day—that's an average of 600 tweets per second. Mobility : the launch and uptake of new mobile devices is making the web an anytime, anywhere proposition: 4.7 million mobile users accessed Twitter from their mobile browser in January 2010, this represented 347% growth from 1.05 million mobile users in January 2009 In January 2010, 25.1 million mobile users accessed Facebook via their mobile browser, up 112% from 11.8 million mobile users in January 2009. 50% of mobile internet traffic in the UK is For Facebook according to an article in the Guardian in February. Search Engine Marketing and Optimisation: Search Engines still critical to online marketing. Making sure your website and content are search engine optimized can be a pivotal part of getting found on the Web. But did you know that 25% of search results for the World’s Top 20 brands are linked to user generated content. What are they saying about the brand? The Number 2 search engine in the world is YouTube! Content will become deeper, richer and far more targeted. And consumers will play a bigger role than ever. User generated content from photos, videos, reviews, Video will take off Applications will be available for nearly every think you ever need.
  • Social Media has become the Number One activity on the web. We all know that social media isn’t going away . And that we need to use it. Somehow. In some way. To some extent. But that’s where we all get caught up, how much should we be using social media given all our other marketing efforts? Without doubt someone is out there talking about your brand, your service levels and your products, the challenge is to be far more involved with these discussions than we traditionally were with our regular advertising. As a business we need to monitor, react and respond. Social media is not a short term strategy, it needs to become a long term engagement. Marketers have had mixed fortunes when it comes to tapping into social media, they try to engage with brand ambassadors and embrace user generated content, you can gather quite a following, but you don’t have completed control. You can guide the followers, but once you overstep the mark, try to take control, you risk damaging your brand. One example is Vegemite, they had an amazing level of interest and engagement when they launched the contest to name their new product extension. There was mixed reaction to the new product, but there certainly was a lot of passion and engagement. There were Facebook groups created to promote and discuss names for the black stuff and cream cheese in a jar! Nearly 50,000 names were submitted to the Vegemite website. Vegemite had successfully engaged an enormously loyal fan base. But then, Vegemite made a major misstep when at half time in the AFL Grand Final, it announced it would name the product iSnack 2.0. It did this without going back to the audience of fans it had built and asking them, whilst it was one of the suggested names, it chose to pick the name rather than return to the fans for their opinion. Fans were up in arms, and they again used social media like Facebook and Twitter to voice their anger. The lesson for Vegemite is that you can’t just try to tap into social media when it suits, it has to be that long term engagement I mentioned. There are numerous examples of marketers attempting to build awareness through clever campaigns and events, but most go cold as soon as the campaign is over. On the positive side, you might have heard of Tiger Woods! Before the little blow up last year he was better known as a golfer, and many of you would have seen the EA Sports game, Tiger Woods 09. In response to a glitch that was posted on YouTube and other social media sites, EA quickly created a response, their response has been viewed nearly 5 million times on YouTube alone. At Citysearch, we have taken our first steps into linking our site into social media sites. In the past a user visited our site, and possibly commented on an event. That comment just sat below the listing, waiting for the next user to come along and read it. But linking with Facebook, a user now arrives at the site, logged in as a Facebook user., they write a review of a restaurant or movie, and publish it, not only on Citysearch, but to their Facebook page to seen by a much larger audience. It’s just one example of using the large user base to amplify your message and drive usage.
  • Search engines remain an important part of any online marketing program. I am going to have a look at two of the most common forms of marketing online Search Engines, SEO – or what is often called Free or Organic search and SEM, paid search.
  • Search engine marketing is a form of online advertising that determines where a website appears in a search engine result page through the use of paid placement, contextual advertising, and paid inclusion. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search. So search engine marketing effectively involves paying to increase the ranking of your website on a search engine results page. The example given here is from our sensis.com.au search engine website, but Search Engine Marketing products are basically available on any search engine such as Google, Yahoo etc. The benefits of buying CPC ads versus organic SEO: It is fast.  You can be up and running with paid ads the very same day you are inspired to move. You can experiment cheaply.  The good thing about advertising on Google is that you don't have to create a huge budget for advertising, you can throw as little money as you want, experiment efficiently, get the ratios where you want, and then expand. You can send the clicks to custom landing pages crafted for just the words you bought.  [In theory, this should dramatically increase the conversion rates relative to organic results that more often than not land on your home page,
  • Click Search engine optimisation or SEO is the process of improving the volume or quality of traffic to a web site from search engines via what is referred to as "natural" or “organic” search results. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines. As part of an online marketing strategy, SEO considers how search engines work and what people search for. Optimising a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. The best approach to take to SEO is to ask yourself: “if I was searching for the kind of products and services that I offer, which keywords would I type into a search engine?” Sometimes that might mean the solution. The benefits of optimizing your site for exposure in the organic results of the search engines relative to paying for PPC campaigns: Click 1.  If you rank high for organic results, it is (typically) long lasting.  So, the time/money you spend helping yourself move up the ranks is relatively persistent while the PPC campaign is money spent over and over again. 2.  Organic results are clicked on a lot more than paid results, especially for well educated crowds.  I read a study that showed the more educated your prospect, the less likely they are to click on an advertisement.  If you are selling to high school students, you should buy cpc ads.  If you are selling to engineers or professors, you need to think more about seo because that's where the volume is. 3.  Organic clicks convert at least as well as paid clicks.  Marketing Sherpa's Search Marketing Benchmark study of 3,217 marketers showed that organic clicks converted at an average of 4.2% v. 3.6% for paid. 4.  Often searchers visit your site more than once before self-selecting into a form, whitepaper, etc.  A decent portion of the leads are from people who have visited the site through multiple searches over multiple months.  Organic search campaigns have more latency. 5.  Marketing Sherpa reports that in the b2b environment, less than one-fourth of b2b buyers to look to paid listings in their first try at accessing information. 
  • There are big benefits to both, so I recommend doing both.  To get maximum benefit, I recommend optimizing around some keywords for organic results and buy other keywords. 1) Find keywords.  Pick a list of words relevant to your business.  Think about which words are most likely to get people to do what you want them to do (convert into leads) and focus on those words.  Then pick one word (or phrase) to use on one page of your site.  2) Put keywords in Page Title. The Page Title is one of the most important things that Google and other search engines evaluate to determine what is on a web page.  Put your keyword or phrase in the title, keep it short.  3) Put keywords in Page URL.  Google and other search engines also use the text of the URL of the page to determine the content of the web page.  You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file / page name itself. 4) Put keywords in Meta Data.  While the page metadata (Page Description and Keywords) are not nearly as important as they used to be, they still count.  Take advantage of them by putting your keyword or phrase there.  The description should be readable by a person and make sense and the keyword metadata should focus on your keyword or phrase - do not make it long, less is more. . 5) Put keywords in your H1 text.  The H1 text is usually the title of an article or some larger bold text at the top of your page.  Google and the smaller search engines can see this and they put extra importance on the words in the H1 text.  Make sure your keyword or phrase is there. 6) Use keywords in the page content.  Putting the keyword in your page content also signals to search engines that the page is actually about the keyword and should show up in search results.  I have heard from "experts" that you should use your keyword anywhere from 4-6 times to 10-12 times.  My advice is to just write naturally. 7) Monitor your rank. Give the search engines some time to do their thing (couple days) and then keep checking your rank to see what happened and track your progress. 8) Build links to your website.  The number and quality of links to your website are quite important to Google and other search engines for your rank on different terms.  Read this article to understand the importance of links to your website: 9) Know (and increase) your Page Rank. Google uses your Page Rank as a measure of how "important" your website is on the Internet.  Having a higher Page Rank means you have a better shot at being one of the top results for search terms.  10) Avoid common pitfalls.  Sometimes you're just doing something wrong. There are a number of practices on the web that can actually limit your success with search engines dramatically. 
  • Applications and Content There’s been a change in the mobile ecosystem. If you purchased a phone a couple of years ago, it’s likely the telco provided you with a series of links to limited functionality mobile sites and specific content you could access. It was all fairly basic, and most users didn’t explore much further than these portals. Then along came the iphone, and the appstore Apple tidied up the challenge of finding the right content for your mobile experience. As Apple’s own advertising says, there is an app for almost everything. Apps allow marketers to associate their brand and products with useful tools to help consumers. Consumers love applications that let them manage, optimise and improve their lives. Apps come in many different categories. they provide basic services to the user, but allow marketers to associate positive experiences about their brand and service, Apps fit into a number of different categories. Whilst Apps that generally mirror the services and content on your website are seen as okay, there is great value in associating your brand with something very useful. Something that makes life easy for a consumer and has a positive rub off on your brand, some examples of these apps are. Like where users can find you, most banks have simple applications to find the nearest ATM or Branch. The AA in Britain has an app that is designed to make your travel around the countryside enjoyable, pointing out restaurants, hotels and attractions. There are apps that put you in the know – Pizza tracker, Taxi Trackers, Gig Finder, even Whereis Everyone They save you money – Ikea in France have an application where you can arrange car sharing to get to their stores! It’s got nothing to do with furniture Allow you to find stuff, that is timely, relevant and valuable, my favourite is the SitOrSquat app from a toilet paper manufacturer, it helps users find toilets, change tables, users can interact with the app to provide feedback. Surf and Snow report apps Keep the user healthy, happy and fit – Map my run, the Brazillian Nivea Sun App, Tools and amenities – Japanese example of axe deodorant and the alarm clock. Nike truecity – insider information Adidas Urban Art Guide – iphone travel berlin and Hamburg Tesco wine finer Swedish food brand Santa Maria – grilling tips & advice, BBQ recipes and grill timer! More than half the White Pages Mobile usage I mentioned before is coming from iPhones.
  • Web content syndication is where website material is made available to multiple other sites. Most commonly, it refers to making web feeds or RSS feeds available from a site in order to provide other people with a summary of the website's recently added content (for example, the latest news or forum posts). Content that can be fed will often be represented by the icon on the screen. For users, it allows them to pull in the information they want from their preferred sources. This is just one way that consumers are using technology to gain more control over the information they’re exposed to. Web users are becoming increasingly wary of providing personal information for marketing materials (such as signing up for a newsletter) and many expect the ability to subscribe to a feed instead. Content syndication can also be used to describe other kinds of licensing website content so that other websites can use it (eg Reuters and Associated Press) The example on screen shows how a Google Maps search for a florist in Concorde serves up a business listing from Yellow Pages for Flowerbug.
  • Maps are one of the most popular applications on the internet and particularly on Mobile. In terms of Maps, our Whereis mobile sites and Whereis Navigator application sites draw on more than 15 years of digital mapping experience to help Australian’s navigate an extraordinary array of consumer and business needs Our website was launched in 1997, and as it’s grown in functionality and content, we’ve branched out into mobile and personal navigation devices along the way. As a mobile application, Whereis is Sensis’ most used mobile site, demonstrating that maps and local knowledge are extremely valuable on a mobile phone. Location services are one of the most used mobile apps through both mobile phones and sat nav devices. We also provide a Premium GPS navigation tool to advanced handsets called Whereis Navigator. We also integrate the maps into our other products in other ways, as enhancements to Yellow and White Pages, Citysearch etc. We even provide deep links to the maps when we SMS callers to 1234 the details of their query. Providing them with not only the contact details, but a map of the business they were asking after. The big change for mobile is that the handset actually knows where it is, the handset can provide exact location if it has inbuilt GPS functionality, or location can be fairly accurately determined by the distance from nearby cell towers. If you overlay the fact that your phone knows where you are, and it also knows where businesses and people are, add to the equation that the phone has a camera, and you have what’s know as Augmented Reality. Put simply, your phone becomes a window on the world. Just tell it what you are looking for, hold it up, look through the camera and you can highlight what’s happening around you. It’s where our Whereis, Yellow Pages and Citysearch products and features come together, imagine holding up your phone at Darling Harbour, not only can you see regular attractions like the IMAX Theatre or Maritime Museum, you can also see what’s on. What’s showing at the IMAX, what events are being held in the parklands. You might think your Yellow Pages presence is no longer relevant, but as the changes I am talking about develop, your presence, content and time specific events will be even more important as someone holds up their phone for inspiration.
  • Mobility: the launch and uptake of new mobile devices is making the web and anytime, anywhere proposition: As I mentioned, there have been about 10 years of predictions that mobile internet would explode, I am sure you will agree that it has finally exploded around the world. Who here has an iphone? The early part of the change was to replicate traditional offline and online models on mobile, often in simplified, easy to use applications. Mobile Internet has exploded over the last two years. It is now considered to be very much mainstream. In December, our Sensis mobile network hit 2.5m visits for the first time. Grew 70% YoY Yellow Pages, White Pages, Whereis, Citysearch, Sensis Put into perspective: After it was launched in 1995, it took Yellow Pages Online five years to reach half a million unique visitors a month. It’s taken Yellow Pages Mobile only two years to reach that number. And White Pages Mobile, which was launched mid last year, has almost achieved it in only six months (got to 450K unique visitors in December)! Over half of us access the internet via mobile, we have come a long way from simply being able to check the Footy scores when we are stuck out a one year old birthday party! Probably the most obvious change has been the device itself. Certainly the iPhone has changed the way we think about accessing information on the go. Quickly other manufacturers Smartphones are arriving, each one with new features and improvements. A recent report from research agency, Nielsen suggested that 43% of all Australians own an internet enabled phone, but before you get to excited, only 1/3 rd of them are regularly using it to access the web. Reasons provided include bill shock that comes with a fear of how much it will cost and the fact the early generation phone are hard to use. They are using features such as email, maps, search engines and social media. We have seen the introduction of e-readers, although these are not as obvious in the Australian market. Like Skiff (pictured) and Kindle have entered the market. Amazon advised that, on Xmas Day last year they sold more e-books than print for the first time. Tablets We are seeing a raft of new touch screen tablets being released onto the market, with the big one – Apple’s ipad has just been released in Australia.
  • We now have devices for almost every occasion and they’re all internet-enabled. From large screen TVs to tiny mobile phones. The iphone has stimulated the imagination about what we can do on a phone. Tigerspike said at the recent Ad:Tech conference that in their experience, apps for smartphones have 10 times the engagement of a traditional mobile website. Users have become accustomed to looking in the app store rather than search for a mobile website that could probably do the same job. There are 250 million credit cards linked to itunes around the world with most purchases being around $1. With nearly 1.5 million iPhones in Australia, the whole usage of a mobile device has changed. There’s a lot less talk and messaging on the phones, and a lot more browsing and engagement. What’s next? Web enabled accessories like glasses? Perhaps a windscreen of your car that provides information projected about your journey. Whatever comes next, it’s a long way from the start of the century when you carried around your palm pilot, and your mobile phone, and your laptop and a series of cables required to connect them together and to go online!
  • Precision targeting – it’s now becoming a reality: Last year, we launched customer profile targeting in mobile: More efficient advertising for companies. More relevant content for users. Target not just based on demographics like MOSAIC but on behaviours like purchase live cycle, life changes, interest in specific categories (e.g. auto) We are now taking these capabilities into online as well Geo-targeting is growing rapidly Location services one of the most used mobile apps through both mobile phones and sat nav devices. Enable the search for services based on location and… The targeting of people based on their location Good example from Westpac. 50 types of banner ad creative targeting 50 different postcodes Personalised info like the name of your local manager All targeted to users in those particular postcodes
  • I’ve mentioned a couple of ways Sensis is working with Social Media, you may well have seen our ads on TV about Hidden Pizza.
  • The real promise of the Internet has always been to totally re-write the way buyers and sellers interact. In doing so, totally change the way businesses view marketing and make marketing much more important to the business. You can see in the coming changes how that is possible: Social media that gives us the ability to turn the soapbox of advertising into conversations; The ability for things like social media and video to get buyers and sellers working together and helping each other – e.g. co-creation; Targeting gives us the ability to understand the needs of the person we’re talking to – where they are, what they want, who they are. Anytime, anywhere access that means buyers and sellers can reach each other whenever they want to.
  • I hope I’ve been able to provide you with some useful insights into the opportunities presented by digital marketing now and into the future. I’d like to leave you with five questions to factor into your decision-making process if you’re considering these or any other digital marketing strategies: Who are my customers and where are they looking? What media are they accessing that influences their buying decisions? Which of these channels can I use to engage my customers? How can I use new technology to integrate campaigns and content across different media? Finally, what return are you going to see from this investment and how will you measure it? It is critical that you measure more than clicks. What are people doing once they enter your site or view your business listing? Is this interaction converting to contact or sale? Are they sticking around to engage with your brand, share ideas and opinions, download information etc? Answering these questions will go a long way to ensuring that you’re not simply swallowing the hype around new ways of reaching consumers, or putting all of your eggs in one basket.
  • Technology has only just begun tinkering with the way people live their lives and businesses operate. We’re not at the end of anything. Not even in the middle. We’re still just at the beginning. We have an opportunity – the people in this room and our peers – to totally re-write the marketing rule book.
  • Future of digital marketing in business

    1. 1. <ul><li>David Egan, Group Product Manager, </li></ul><ul><li>Online and Mobile Usage – Whereis® & Citysearch ® </li></ul><ul><li>Sensis </li></ul>The future of digital marketing in business
    2. 2. The future of digital marketing in business <ul><li>social media… </li></ul><ul><li>mobility… </li></ul><ul><li>search engine marketing, optimisation… </li></ul><ul><li>apps & content… </li></ul>What do they all mean and what marketing opportunities can they offer your business?
    3. 3. social media… “ there are very public conversations going on out there, you can listen in, engage and amplify”
    4. 4. search… Marketing - SEM Optimisation - SEO
    5. 5. search engine marketing… <ul><li>Your quality score is very important </li></ul><ul><li>You have to align: </li></ul><ul><li>Keywords </li></ul><ul><li>Your text ads </li></ul><ul><li>Landing Page </li></ul>Having experts manage your search engine marketing campaigns can help you focus on your core business
    6. 6. search engine optimisation… “ If I was searching for the kind of products and services that I offer, which keywords would I type into a search engine? Ask yourself… SEO is improving the volume or quality of traffic to a web site from search engines by editing content and coding to increase relevance to keywords and allow indexing by search engines
    7. 7. search engine optimisation… “ If I was searching for the kind of products and services that I offer, which keywords would I type into a search engine? Ask yourself… SEO is improving the volume or quality of traffic to a web site from search engines by editing content and coding to increase relevance to keywords and allow indexing by search engines
    8. 8. apps & content… “ apps have made the web useful, Apple tidied it up and now that model is being copied by all manufacturers”
    9. 9. content syndication… Making material available to multiple other sites, eg via web feeds. Also refers to licensing of website content so that other websites can use it eg Yellow Pages ® content on Google Maps
    10. 10. maps… “ the best map apps don’t feel like a map”
    11. 11. mobility… “ making the web an anytime, anywhere proposition”
    12. 12. … all web-enabled” “ devices for almost every occasion…
    13. 13. targeting… demographic behavioural geographic began in mobile now online
    14. 14. what Sensis is doing, online & mobile Mail box flyer (above). Yellow Pages® Living Local Book VCNY & VC7Y (below) and Yellow Pages® Online Gold Solution ads (right).
    15. 15. the results <ul><li>Over 2 weeks, more than 8,000 people found the Yellow Pages® Hidden Pizza Restaurant and over 70% of them though Yellow Pages® </li></ul><ul><ul><li>That’s around 550 pizzas every night </li></ul></ul><ul><ul><li>We have over 3,750 Facebook fans </li></ul></ul><ul><ul><li>Yellow Pages® Online BPP clicks (cumulative total): 18,584 </li></ul></ul><ul><ul><ul><li>Send to a friend: 61 </li></ul></ul></ul><ul><ul><ul><li>Send to mobile: 268 </li></ul></ul></ul><ul><ul><li>Yellow Pages® Mobile searches: over 5000 </li></ul></ul><ul><ul><li>And…the favourite pizza was Prawn </li></ul></ul>
    16. 16. “ the real promise of the internet has always been to totally re-write the way buyers and sellers interact”
    17. 17. where to from here? <ul><li>Five critical questions: </li></ul><ul><li>Who are my customers and where are they looking? </li></ul><ul><li>What media are they accessing that influences their buying decisions? </li></ul><ul><li>Which of these channels can I use to engage my customers and how should I talk to them? </li></ul><ul><li>How can I use new technology to integrate campaigns and content across different media? </li></ul><ul><li>What return am I getting on this investment and how can I measure it? </li></ul>
    18. 18. thank you