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Digital Marketing 101 - Interactive Training


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This is a basic introduction to some of the digital marketing principles. It gives a broad introduction to most things online. It is quite long and usually takes a few hours to run through. If you would like a copy, just comment.

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Digital Marketing 101 - Interactive Training

  1. 1. Digital Download Thursday, 2 October 2008 Dominique Hind
  2. 2. Before we start Who is the single largest music retailer on the planet? Apple A Computer Company Who is the worlds largest camera manufacturer ? Nokia A Mobile Phone Manufacturer Who represents the largest threat to the Television & Movie Industries? Hulu & Joost Online networks Who is the largest & fastest growing media company on the planet? Google A Search Engine Who has the 5th largest GDP on the Planet? eBay
  3. 3. Before we start I email useful information to colleagues I send photos to friends I use instant messenger I have participated in a poll I have submitted a book review on Amazon I have submitted seller feedback on ebay I read or contribute to discussion groups I contribute personal opinions to websites I write my own blog I create multimedia content & put it on the internet
  4. 4. Today 1. Short introduction to the Internet 2. Customers online: a paradigm shift 3. Advertising today 4. Online advertising 5. Search consumption (SEM & SEO) 6. Blogs 7. Social networks 8. Website 9. Email Not covering - Mobile 10. Benchmarks & ROI - RSS 11. Top 3 online trends - Indepth web development - Driving traffic (social marketing)
  5. 5. A short history of the internet
  6. 6. In the beginning…… Geeks Military Academics
  7. 7. Tim Berners-Lee The first Browser 1990 The first website 1991
  8. 8. The First Banner Ad When: October 1994 Where: HotWired Size: 468 x 60 pixels Client: AT&T Copy: Have you ever clicked your mouse right here? You will.
  9. 9. User-friendly browser When: 1995 What: Netscape launched Why: Easy platform to search the Internet
  10. 10. The Madness….
  11. 11. Increased Online Focus
  12. 12. What else is happening? 1,463,632,361 internet users globally ( 30 June 2007) 100,316,360 TDL domains registered ( 15 April 2008) 2,869,632 blogs registered through authoring tools ( 29 September 2008)
  13. 13. Internet usage by region
  14. 14. Internet penetration by region
  15. 15. Online Delivering Big Numbers As at Feb 2008: Active Digital Universe: 10,927,000 Accessing Broadband at Home: 9,395,296 Ave Time Spent Online p/m: 19 hrs : 43 min : 02 sec Source: Nielsen Online NetView Home and Work February 2008
  16. 16. No. of Home Access Users Monthly Time Online (hh:mm:ss) 0:00:00 2:24:00 4:48:00 7:12:00 9:36:00 12:00:00 14:24:00 16:48:00 19:12:00 21:36:00 0:00:00 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 10,000,000 11,000,000 12,000,000 Jan-05 Jan-05 Feb-05 Feb-05 Mar-05 Mar-05 Apr-05 Apr-05 May-05 May-05 Jun-05 Jun-05 Jul-05 Jul-05 Aug-05 Aug-05 Sep-05 Sep-05 Oct-05 Oct-05 Nov-05 Nov-05 Dec-05 Dec-05 Jan-06 Jan-06 Feb-06 Feb-06 Mar-06 Mar-06 Apr-06 Apr-06 May-06 May-06 Jun-06 Jun-06 Jul-06 Jul-06 Aug-06 Month Aug-06 Sep-06 Sep-06 Oct-06 Oct-06 Nov-06 Nov-06 Dec-06 Dec-06 Jan-07 Time Spent per Month Jan-07 Feb-07 Source: Nielsen Online NetView Home February 2008 Feb-07 Mar-07 Apr-07 Mar-07 May-07 Apr-07 Jun-07 May-07 Jul-07 Jun-07 Aug-07 Jul-07 Sep-07 Home Broadband Penetration Australia - from January 2005 Aug-07 Oct-07 Sep-07 Nov-07 Oct-07 Average Time Spent Online per Month. January 2005 - February 2008 Dec-07 Nov-07 Jan-08 Dec-07 Feb-08 9,395,296 Jan-08 19:43:02 Feb-08 % of Home Access Users 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan-05 Feb-05 Mar-05 Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Australian Time Spent Online Apr-06 May-06 Jun-06 Jul-06 Aug-06 Month Sep-06 Oct-06 penetration Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 growth in broadband Apr-07 Increasing in line with homes connected to the Internet . May-07 Broadband = access speed > 56K. Jun-07 Jul-07 Aug-07 all active Internet Users within Australian Nielsen Online: Broadband penetration of Sep-07 Home Broadband Penetration Australia - from January 2005 Oct-07 Nov-07 Dec-07 Jan-08 89.80% Feb-08
  17. 17. Consumers online A paradigm shift
  18. 18. Evolution of the online consumer ‘New to Net’ Communications Services Retail Contributor User First activities Email Online banking CDs/Books Blogs Get to know ISP Message services Simple travel Complex travel Comments & posting Information search Photo sharing Lodge tax eBay Customer reviews LOTS of time browsing Social networks Book concerts Groceries Ratings Source: Nielsen//NetRatings
  19. 19. Young consumers more active online Common features: 1. User-generated content over corporate content 2. Communities 3. Music 4. Keeping in touch
  20. 20. Older consumers are functional Common features: 1. Information rich 2. News 3. Staying in touch
  21. 21. Consumers ecosystems
  22. 22. Users are more than just users Source:
  23. 23. Kids are growing up with technology The top five online chores for 8-14 year olds: 38% share pictures & emails with relatives 38% get movie listings 36% invitations & party planning stuff 36% plan vacations/travel 35% get driving directions 14% helped their parents prepare their income tax return Source: YPulse Friday, 11 May 2007
  24. 24. Tween & teen online behaviour Globally, the average young person connected to digital technology has: 94 phone numbers in his or her mobile phone. 78 people on a messenger buddy list & 86 people in his or her social networking community. Digi-kids are not geeks 59% of 8 to 14 yrs still prefer their TV to their PCs Only 20% of 14 to 24 yrs globally admitted to being quot;interestedquot; in technology. Climate impacts on digital technology. In countries with a strong outdoor culture, such as Italy, Brazil & Australia, young people use mobiles for arranging to meet, flirt & take pictures of their friends. Online activity 70% said the first thing they did after turning on their computer was to check IM. 14-17 girls spend the least time online -- 21 hrs/wk 22-24 males spent the most time online -- 31 hrs/wk 100% of those surveyed said they communicate every time they go online. Source: MTV, Nickelodeon & Microsoft study
  25. 25. Multi-tasking is becoming normal 50% of Australian Internet users say that for at least half the amount of time they are online at home they also have the television on. Source: ninemsn Media Usage Study
  26. 26. Broadband users do more Broadband users spend between 3 & 9 times more time online than dialup users AND they use more entertainment services
  27. 27. Broadband impacts user behaviour IM: 49% bb vs. 29% dial-up Chat groups: 25% bb vs. 16% dial-up Music downloads: 44% bb vs. 35% dial-up Video downloads: 24% bb vs. 11% dial-up Online radio: 26% bb vs. 15% dial-up Creating blogs: 13% bb vs. 6% dial-up Reading blogs: 21% bb vs. 10% dial-up Podcasting: 10% bb vs. 3% dial-up
  28. 28. Five key Consumer take outs 1. More time online Consumers are consuming more online, it is becoming a down time tool (engaging, but functional content) 2. Kids as teachers Kids are teaching their parents how to use the computer & internet 3. Divided attention Multi-tasking is common & we are competing for attention 4. Lots of noise Everyone is talking about online – consumers, agencies & the media 5. Consumers are multi-dimensional Users are more than just users
  29. 29. Advertising today
  30. 30. Messenger Trigger comms Display iPhone apps Streaming Ambassadors Online WOM Microblogging Video - YouTube SEO Widgets
  31. 31. Customer Journey Attract Engage Transact Retain Grow (how do we (what is going (how do we (what ongoing (what ongoing attract people to make get them to comms are we comms sre we & drive them engage transact, either going to use to going to use to awareness of the with the brand financially keep the brand keep growing the campaign) or site) or pzersonally) top of mind) consumer trans) ATL Microsite Shop online DM DM POS Landing page Register eDM eDM Online Website eDM sign-up Call Call OTM Instore DM In-branch Microsite Microsite eDM Call centre WOM Measurement & Optimisation
  32. 32. How business approach marketing? Campaign activity Base line activity (consistency & presence in market)
  33. 33. How we should approach it? Base line activity (consistency & presence in market) Campaign activity
  34. 34. Online advertising Attract
  35. 35. Online Advertising Definition Any paid-for or free space on a website or in an email, including: Referrals Keyword Search (SEM) Classifieds Sponsorships Display Ads Email
  36. 36. Digital Segment Terminology Online Advertising General Advertising Online Classifieds Paid Search Directories Display advertising (e.g. Automotive Pay Per Click Search Online directories (e.g. Banners) Engine revenue Yellow pages online, city Real estate search Sponsorships Pay per Click Contextual Employment Search revenue Local Search Affiliate Advertising Personals Email Advertising General Classifieds Online Auction listings
  37. 37. Big Spenders: Finance, Computer & Auto IAB Online Advertising Expenditure Report Dec 07
  38. 38. Online Ad Expenditure Source: IAB Online Advertising Expenditure Report Dec 07
  39. 39. Top Australian Networks 9.5 million unique users Ninemsn: 7.86 million unique users • 9MSN TV show sites, ACP Magazine Sites, Hotmail, MSN Messenger, Hoyts, 9MSN Finance & Travel. Sensis Media Smart/Telstra: 6.77 million unique users • Yellow Pages, White Pages, Where Is,, School Friends, Trading Post, City Search,, Lastminute & Bigpond. Yahoo! 7: 4.96 million unique users • Y! Mail & Messenger, Channel 7 Sites (Sunrise, Today Tonight), Pacific Publication Sites (Better Homes & Gardens, Girlfriend). 4.4 million unique users News Digital: 3.70 million unique users •, Fox Sports, Career One, Aus IT & News Corp papers. Fairfax Digital: 3.46 million unique users • SMH, The Age, AFR, Trading Room, Money Manager, My Career, Drive & RSVP. Source: Nielsen Online NetView Home & Work April 2008
  40. 40. Expanding & Streaming
  41. 41. Over The Page
  42. 42. Dynamic Ads (RSS)
  43. 43. MSN Messenger
  44. 44. Creative presentation
  45. 45. Common Internet Advertising Terminology Impressions: The number of times an internet ad is displayed. Clicks: Number of times users have clicked on an internet ad. Unique user reach: Number of unique users an internet advertising campaign has reached (different from impressions as one unique user may be delivered several ad impressions during a campaign). Click through rate (CTR): Percentage of users who have click on an internet ad. This is the metric commonly used to measure initial effectiveness of creative concepts & ad placements. An average CTR is 0.20% but this varies by creative size (a text link for example will have a much lower CTR while a large format banner will have a much larger CTR). Eg. 50 clicks from 10,000 impressions = 50/10,000 = 0.5% CTR.
  46. 46. Common Internet Advertising Terminology CPA: Cost per acquisition (acquisition usually a sale, sign up or lead) is calculated by dividing cost of advertising by number of sales/sign ups. Is also a metric for buying online media. Very rarely available, sometimes offered by publishers as a way of generating revenue via un-sold inventory. CPM: Metric for buying online media, stands for cost per thousand impressions (this cost of course varies between publisher, placement & ad format). CPC: Metric for judging online media, stands for cost per click. Standard buying metric for search media but not as widely available as CPM is across other publishers & sites however offered sometimes for less targeted activity.
  47. 47. Common Internet Advertising Terminology Site Activities: Internet advertising tracking not only allows advertisers to see impressions, clicks & click through rate for creative concepts & ad placements but also activities of their choice past this initial impression & click stage. Ad-server: Technology that facilitates the running of internet advertisements on websites & in turn keeps track of impressions, clicks, click rate & post impression/click activities.
  48. 48. Quick Exercise Do you notice online advertising? Why? Funny Your ads Competitor ads What types? Video Static Interaction Why not? Too focused Not interested
  49. 49. Five key Online advertising take outs 1. More than display Need to think about classifieds, messenger & search 2. Investment is growing Clients are spending more money advertising online 3. Accountability Need to define what is brand & what is direct upfront 4. Creative Think about the environment that the advertising will live in 5. Measurement What does success look like? What are the benchmarks?
  50. 50. Search Consumption Attract
  51. 51. What does a search engine do? A user perspective Ask a question, get an answer A search engine perspective Find all the answers Give you the best ones…RANKED Measure the human interaction with it’s logic If you are not the answer, someone else is
  52. 52. Searcher strategy SEO SEM Products Handsets Offers Networks
  53. 53. Google Universal
  54. 54. Google Flights
  55. 55. Google Teleporting
  56. 56. Miserable Failure
  57. 57. Google’s Golden Triangle
  58. 58. Google’s Universal Eye Tracker
  59. 59. Google’s Universal Eye Tracker
  60. 60. 2008 Market Forecast According to Frost & Sullivan (Australian online search study 2008), Information & Communication Technology sector (ICT’s) is expected to increase search budgets: 57% of Consumer ICTs to increase their search budget 47% increase it by 10-30% 29% by 30-50%, 6% will increase it more than 90% 43% of Business ICTs to increase their search budget 54% increase it by 10-30% 15% by 30-50% 8% will increase it by more than 90% Of these extra budgets the planned allocation is as followed: 62% increase search engine keyword budgets 31% increase online directory budgets 28% increase contextual search budgets 16% increase mobile search budgets Telstra set to implement large focus on search for 2008
  61. 61. Consumer Activity Online Telco specific Attract Engage Transact Retain Grow Generic Keywords Generic & Product Brand Terms Brand Related Terms Keywords (Mobiles, Nokia, (Optus Mobile, (Optus Mobile, My Optus) Sony Ericsson, Cap (W880i, Skypephone, Optus, with Low Avg. CPCs, High Avg. CTRs, Low Plans) N95) Conversion Rates with High Avg. with High Avg. with Low Avg. CPCs, Low CTRs, CPCs, Medium Avg. CPCs, High Avg. Low Conversion CTRs, Medium to CTRs, High Rates Low Conversion Conversion Rates Rates 64% learn more about 76% compare prices of 40% purchased/ 31% return to where they purchased a new telecommunication new telecommunication subscribed to a new telecommunications products for accessories & products online products online telecommunications product service after researching it online Source: MediaScreen Telecommunications Survey. July 2006
  62. 62. Keyword bible Brand terms (Optus, Fusion) Generic terms Campaign 2 (Mobile, Broadband, Fixed Line) Campaign 3 Campaign 4 Campaign 1 Campaign 5
  63. 63. All segments search on generic terms
  64. 64. Landing Page Guidelines SEM (paid) Affiliate (paid) SEO (organic) Broadband Broadband Broadband Special deal for visitors What to look for from a Common features We have a great deal of X/Y/Z Broadband provider? for people who want to Specific copy specific connect their Call/order now & enjoy an The top 10 things to know copywriters broadband services exclusive offer when you are looking for broadband. Optus can offer you as a visitor Conversion driven Call now! of X/Y/Z a 10% extra download Many people have a lot of package on all broadband questions about choosing the Integrated approach Or leave your name to go in services ordered today. best broadband provider. What (1+1=3) the draw for a free Internet We will also send an email with are the key things to look for? Security Pack, available information on the Internet Download limits, costs, exclusively from Optus Security Pack… restrictions. Based on searcher demand - keywords Campaign driven Measurable conversion Keyword compliance Clear conversion Personal approach 1 per red keyword DM style Funnel by affiliate Leader –guru Short Provide info content Create trust SEO not main aim “Exclusive” deal SEO is main aim Written to sell Written to sell Written to inform
  65. 65. Search Engine Optimisation (SEO)
  66. 66. Search Engine Optimisation Definition The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a web search. The process has two major components: “On page” optimisation site technology & accessibility site content “Off page” optimisation link popularity link reputation
  67. 67. Best Practice SEO: Design Several on page elements are taken into account by Spiders (not limited to): Page Titles Meta Description & Keywords Page Copy (Body Content) Image Alt Text Internal Link Anchor Text File names Search Friendly Navigation Site Map Heading Tags A clearly distinguishable site architecture & navigation structure can help with inclusion & improving rankings.
  68. 68. Best Practice SEO: Content Content is King! The Internet is mainly a source of information & that is what search engines look for. So the more content the better. Consider how people would find information By brand By product capability By Issue Develop content around the selected keywords (Or Augment the existing content to cover target terms) Fresh content is favored by search engines Blogs, Press Releases, community areas
  69. 69. Keyword in title Keyword in directory Content tab Keyword in H1 Keyword body spread Hyperlinked text Keyword meta tags
  70. 70. Ego search
  71. 71. Ego search Gav is an older, American comic actor born in 1931
  72. 72. Ego search Hamish’s name has been automatically respelt, is an American soul musician, formally in The Average White Band
  73. 73. Ego search Megan is Megan, but there is a lot of room for her to own her name
  74. 74. Submit your site
  75. 75. Register your trademark
  76. 76. Quick Exercise What can you do to increase your profile/presence online? What type of sites? What is your action plan?
  77. 77. IAG Unworry Exercise
  78. 78. Five key Search take outs 1. Constant Search isn’t just a campaign, it must be on 100% 2. Nurture Search must be nurtured, whether it is paid or organic 3. Integration Search must be integrated into campaigns. Only 2% of people remember URLs shown in TVCs or other activity. 4. Optimisation Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Measurement What does success look like? What were the take outs from the campaign (ATL elements)?
  79. 79. Blogs Attract, Engage & Participate
  80. 80. Blogging thoughts Source:
  81. 81. State of the Blogosphere comScore MediaMetrix (August 2008) Blogs: 77.7 million unique visitors in the US Facebook: 41.0 million MySpace 75.1 million Total internet audience 188.9 million eMarketer (May 2008) 94.1 million US blog readers in 2007 (50% of Internet users) 22.6 million US bloggers in 2007 (12%) Universal McCann (March 2008) 184 million WW have started a blog | 26.4 US 346 million WW read blogs | 60.3 US 77% of active Internet users read blogs Source: State of the Blogosphere 2008 •
  82. 82. Blogging demo & geographic details Source: State of the Blogosphere 2008 •
  83. 83. Personal vs corporate blogs Source: State of the Blogosphere 2008 •
  84. 84. Most popular blog topics Source: State of the Blogosphere 2008 •
  85. 85. Why blog? Source: State of the Blogosphere 2008 •
  86. 86. Elements used within the blog Source: State of the Blogosphere 2008 •
  87. 87. Driving traffic to blogs Source: State of the Blogosphere 2008 •
  88. 88. Measuring blog success Source: State of the Blogosphere 2008 •
  89. 89. Source:
  90. 90. Blog statistics Source:
  91. 91. Why is blogging important to companies?
  92. 92. It all started with a post Source:
  93. 93. And gained momentum Source:
  94. 94. And even more momentum
  95. 95. Leading to dedicated haters
  96. 96. Phase 1 – Dell blog One-way information push with moderated postings & comments
  97. 97. Phase 2 – Inviting participation Collaborative environment
  98. 98. Dell’s three year progression
  99. 99. IdeaStorm redesign
  100. 100. Direct2Dell redesign
  101. 101. Dell tracking IdeaStorm
  102. 102. Dell staff listen to blogs
  103. 103. My Starbucks Idea
  104. 104. Quick Exercise How should Optus use a blog? Is We Hear You enough? How should customer feedback flow through Optus? Process Profile
  105. 105. Five key Blogging take outs 1. Consistent message Ensure messaging is consistent with online activities 2. Open communication Transparent two-way dialogue is essential in authentic communication 3. Onsite promotion Idea promotion onsite allows the company to meet customer needs & wants 4. Company wide buy in Must be ingrained in the company with all departments actively engaged with regular posts 5. Focus Site needs to have one single, specific focus to drive posts
  106. 106. Social networking Attract, Engage & Participate
  107. 107. Social Marketing Definition It is a platform for connection between like minded people or those that have a personal connection. Communities or groups are initially formed on physical connections & social networks radiate outwards based on common interests between people (MGM). Social networking provides the platform for people to engage & find other like minded individuals.
  108. 108. Social Marketing A question Where does social marketing fit in a marketing context? Consumers expect to see commercial messaging on portals & sites. BUT on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.
  109. 109. Social Network 7 Building Blocks Source:
  110. 110. Types of social marketing
  111. 111. 2007 Movies Politics U4Prez Enhancements 2006 Yacht6, Twitter, Pounce Corporate Monkeys 2005 Artic Bebo, Yahoo360 2003 2004 REM Dogster, orkut, Facebook LinkedIn, Hi5, MySpace Social networking history 2002 Friendster 2001 1999 2000 SixDegrees closes 1997 1998 AsianAvenue 1996 SixDegrees 1988 1995 Classmates AOL
  112. 112. Most popular Social Networks Twitter, Jaiku, Pownce, 8apps, Facebook, MySpace, Gleamd, Zaadz, Ning, Benny Bixs fave, Dogster, YouTube
  113. 113. Most popular Social Networks
  114. 114. Social Network Contributors 0.16% of all visitors to YouTube upload videos to it 0.2% of visitors to Flickr upload photos 4.6% of all visits to Wikipedia pages are to edit entries on the site Source:
  115. 115. Top 100 Twitters Source:
  116. 116. Barack Obama’s Twitter stats
  117. 117. Barack Obama’s Twitter page Source:
  118. 118. US elections Source:
  119. 119. Confess your Sins
  120. 120. Twitter vision
  121. 121. Why is social marketing important to companies?
  122. 122. How to Kill a Brand?
  123. 123. Customers taking control Yum Brands has closed a number of restaurants that had rats running wild. The NYC inspector who'd given the restaurant a passing grade is in trouble, too.
  124. 124. User generated sites vs corporate sites
  125. 125. IT Audience spending time online Executive-level decision makers spend nearly 3.5hrs per week consuming or participating in social media. “How many hours per week do you spend online consuming or participating in the following media types?” Source: Marketing Charts
  126. 126. IT Audience trust social media IT professionals cite social media as the most trustworthy online source of information when making purchasing decisions. “What information sources do you trust the most for your company’s purchasing decisions?” Source: Marketing Charts (
  127. 127. Consumer reviews
  128. 128. Profiles of companies involved in social networks
  129. 129. Five characters of Social Marketing The Confused The Hopeful The Experimenter The Participant The Insightful
  130. 130. The Confused Profile It’s an interesting place to be BUT I don’t really know why I am here.
  131. 131. The Confused Example
  132. 132. The Hopeful Profile I don’t know how BUT I hope this is effective.
  133. 133. The Hopeful Example
  134. 134. The Hopeful Example
  135. 135. The Hopeful Example
  136. 136. The Experimenter Profile I need to know how this works & have to be involved, regardless of the impact.
  137. 137. The Experimenter Example
  138. 138. The Experimenter Example
  139. 139. The Experimenter Example
  140. 140. The Experimenter Example
  141. 141. The Participant Profile This is a digital congregation point for consumers of like mindedness (our target audience).
  142. 142. The Participant Example
  143. 143. The Participant Example
  144. 144. The Participant Example
  145. 145. The Insightful Profile It just makes sense, Fish where the fish are.
  146. 146. The Insightful Example
  147. 147. The Insightful Example
  148. 148. The Insightful Example
  149. 149. Quick Exercise How should Optus get involved with social networks? Campaign vs Brand? What social networks would be relevant for Optus?
  150. 150. Five key Social Marketing take outs 1. Absolute relevance Just because you can, doesn’t mean you should 2. Community Understand your audience & reason for being 3. Involvement Offer something your audience wants 4. Creative If it looks like an ad & smells like an ad, it won’t work in social networking 5. Measurement What does success look like? What is the economic value of the campaign?
  151. 151. Website Engage & Participate
  152. 152. Websites: A thought People don't want to wait. And they don't want to learn how to use a home page. There's no such thing as a training class or a manual for a website. People have to be able to grasp the functioning of the site immediately after scanning the home page - for a few seconds at most. Jakob Nielsen
  153. 153. Web 1.0 What is web 1.0? What is wrong with web 1.0? One-way communications People want human interaction Pretty postcards The internet is NOT just another Brochureware websites channel for broadcasting Internet is just another The conversation went channel elsewhere Corporate speak Content created by few Static pages Digitisation of existing knowledge
  154. 154. Web 2.0 Why it is different? Design Open source Communications Conversations (two-way) Collaborations Content creation by many Control of content by few is gone Mass participation
  155. 155. Types of Web 2.0 sites Social networks Blogs RSS Social bookmarking Wikis File-sharing
  156. 156. Why has there been the change? Consumers want a rich user experience
  157. 157. Blackmores - B your best
  158. 158. FMCG – giving a reason to visit
  159. 159. AMP’s Super Simulator Web 1.5
  160. 160. Engagement in offline presence
  161. 161. Consumers want to be understood
  162. 162. Content online
  163. 163. Designs updated based on day
  164. 164. Degree of difficulty Less complicated More complicated Price list eCommerce Static content Dynamic content Same website for all visitors Personalised website “Contact Us” form Real-time chat & call back Public website Password protected Campaign microsite Company website
  165. 165. Print vs Web Mainstream Online: Images taken in before Words taken in before images words Logo, top left Logo, bottom right Designed for familiarity Designed for freshness Visitor chooses to interrupt Interrupts their life their life Trying to make money Trying to save money TURN EVERYTHING YOU KNOW ON IT’S HEAD
  166. 166. How to create a website 1. Never underestimate 2. Create a site map 3. Write a functional spec 4. Creative design & content 5. Technical development 6. Test, test, test & launch 7. Report, optimise, learn & refine
  167. 167. Free TV online Friis & Zennstr - received part of $2.6 billion cash payment when eBay acquired Skype in 2005.
  168. 168. Joost – who has signed up Warner Music, Fox Studios, Indianapolis Motor Speedway Productions (Indianapolis 500, IndyCar Series) & production company Endemol. In 2007, Viacom entered into a deal with the company to distribute content from its media properties, including MTV Networks,BET & film studio Paramount Pictures. National Geo, MTV, Red Bull Xtreme channel, Swimsuit channel
  169. 169. Watching the web via your TV
  170. 170. Quick Exercise What type of audiences go to Optus? What questions should the Optus site ask when people arrive? How should Optus update it’s site to be more web 2.0?
  171. 171. Five key Website take outs 1. Make it easy Users want to get in & get out of a website (functional) 2. Understand the audience Understand why the audience is at the website & what they want 3. Involvement Offer something your audience wants 4. Content Content is king, it is what keeps users there & returning 5. Traffic How is traffic arriving at the site? What is pushing them there? Where are the islands?
  172. 172. Let’s Play Engage & Participate
  173. 173. Second Life: How to get started?
  174. 174. Teen Second Life
  175. 175. Second Life Avatars 43% women 31 years old (averages) 48% non-Americans
  176. 176. Second Life Orientation Island Residents get inside SL through an Orientation Island
  177. 177. Second Life Concept 3 key elements Community Users can create their own avatars to live a new life in Second Life world. User generation content Second Life citizens are owners of their own contents and have all legal rights over products, animations, art, scripts and everything they may create inside SL. Market Economy is moved by users that buy and sell products using Linden Dollars (Second Life coin).
  178. 178. Second Life Fast growth 1,000 events per day 275,000 different objects are bought & sold everyday 2003 2005 2006
  179. 179. Corporate eCommerce in Second Life
  180. 180. Second Life Case (BBC1)
  181. 181. Advergame stats 50% of recipients play the advergame, for an average of 25 minutes. 90% of players who receive a challenge from a friend play the game and respond back with their score or statistics. According to the Entertainment Software Assn., 42% of gamers say they play online games one or more hours per week. Source:
  182. 182. eBay examples
  183. 183. Quick Exercise Can you see a practical use for any of our clients? How would you measure ROI? Would you use SecondLife?
  184. 184. Five key Gaming take outs 1. Constantly changing Constantly evolving industry 2. Online advertising Similar purchasing & specifications as online advertising 3. Audience This isn’t for every audience 4. Creative Simple, simple creative similar to billboards (limited animation) 5. Measurement This is a brand activity rather than direct response
  185. 185. Email Attract, Retain & Grow
  186. 186. Why email? Over half of Internet users check or send email daily Specific types of interaction with messages can trigger other messages to be automatically delivered Specific types of interaction with messages can trigger other events such as updating the profile of the recipient to indicate a specific interest category GREEN Email marketing is GREEN with almost no impact whatsoever on the environment No limit to personalisation
  187. 187. Popular email uses Opt-in based / profile driven comms MGM Viral RM based communications Sales promotions Newsletters Alerts Time-based reminders Trigger based (actions for segments) New Product launches Product user/support groups Sales transaction Base Transactions - statements / invoices etc
  188. 188. Why people open an email? What prompts user to open & respond to emails? 54%: Products or services featured 40%: Written copy 35%: Subject line 33%: Compelling offers (e.g. discounts, free shipping) 12%: A single large image 9%: Multiple smaller images 6%: Search box within the email 3%: Recipients get text-only email Source:
  189. 189. Recipe for email success Audience Time Message
  190. 190. What you need for an email campaign Email requirements MIME (text & HTML) Text only HTML only Envelope details From Valid from email address Reply email address Email subject Client list of testers Customer data delivery & quality Email blast: Staged or staggered One send Reporting required Level of personality Management of opt-out responses
  191. 191. Technical Hints for emails Link to web version of the email: All HTML emails should have a link to a hosted page All text emails produced include a link through to hosted page Email concepts: Concepts are optimised for print & will appear different on the computer screen Text emails: Not extensive formatting available use symbols to tailor Links appearing will appear in the IP/number format. Preview window: Ensure key information & offer is at the top.
  192. 192. Technical Hints for emails File size: Standard file size of HTML emails are between 14K – 60K. Email size: HTML emails are designed to fit 550 x 800 screen resolution & be viewed in standard email clients. File types: HTML emails can’t be produced as .jpg or as an attachments. Flash in email: All emails are unable to incorporate rich media within them. Animated gifs are acceptable. Email clients: Web based such as Hotmail, Gmail or Yahoo! and others are software packages like Outlook, Lotus Notes or Groupwise. Each email client renders HTML emails differently, so it is important you test in multiple versions.
  193. 193. Email related internal review questions Briefing Why is the client sending this email? Acquisition or retention? What does the client want it to achieve? What will we be measured on? What is the client’s understanding about email? Do they know what standards they should be adhering to? Concepts What does the concept look like in a preview window? Can you see the message in the preview window? What is the subject line? Is it under 50 characters? Does it describe what the email is about? Is the most important message (offer) at the top of the email? Is there a clear call to action? Is there an allowance for disclaimer & opt-out in the email? Has the email been layed out insitu? With the email envelope at the top of the screen?
  194. 194. Email related internal review questions Develop Is there any animation in the email? Is it working correctly? Has the personalisation been included in the email? Testing What email client does the client use? Has it been tested in this client? What email clients has this been tested in? Web based or software clients? How does the HTML email render in the major email clients? Reporting Has this campaign met the clients objectives? What else needs to be achieved? Optimisation Was there any creative testing done? Subject line? Headlines? What can be learnt from the campaign that can be used in the next campaign?
  195. 195. Coles emails No consistent subject line format No one send day or time No consistent file size
  196. 196. Coles emails
  197. 197. ALDI emails Changed subject line approach Always sent on Friday ALDI – theme - date File size more consistent
  198. 198. Tesco emails Consistent subject line for each email Consistent for each email Always include Tesco & short Very inconsistent file size
  199. 199. E-Marketing Toolbox TIER ONE + + + + Rich e-mail Data Manage Data Capture Metrics Integration Response TIER TWO + + + ++ + + Rich e-mail Data Manage Data Capture Landing page Lead Metrics Integration Response Micro-site Distribution TIER THREE + + + ++ + + + Rich e-mail Data Manage Data Capture Landing page Lead Optimisation Metrics Integration Response Micro-site Distribution
  200. 200. Cleaning up your inbox
  201. 201. Cleaning up your inbox
  202. 202. Reducing the need for email
  203. 203. Quick Exercise Do you read all of your emails? How many newsletters do you subscribe to? When you receive an email, what do you want it to be? Brief Funny Hastily written Ill-considered Thoughtless Regrettable Long
  204. 204. Five key Email take outs 1. Communicate if you ask for info If you ask for an email address, communicate 2. Personalisation Ensure emails are personalised based on behaviour or purchase information 3. Test, test, test (& debug) There are so many email clients, so make sure to test the developed email 4. Test, test, test (& learn) So many things to test: creative, subject, times, offers, etc – don’t forget the control group 5. Checklist Develop a best practice checklist & ensure all emails meet everything
  205. 205. Benchmarks & ROI Campaign summary
  206. 206. Measurement Benchmarks Online advertising (banner ads) Email Direct response Bounce rates Click through rates Open rates Interaction rates Click through rates Post impression clicks Most popular articles Brand response Number of forwards Impressions served Search Websites Keywords Position Visitors Cost per click Time spent on site Cost per lead Number of pages viewed Cost per sale Sign-ups/Registrations Blogs Most popular pages Views Internal searches Comments Paths through site Linking to Returning traffic Search terms Referring sites
  207. 207. It’s not just about clicks, because it’s not just about websites
  208. 208. What we need to consider 1,000,000 people exposed to campaign 300,000 will possibly click (0.3%) Direct response 6,000 clicks (at 0.2% CTR) 610,000 will possibly visit your site later Brand response 670,000 will possibly visit a store later Source: DartMail research, 2008
  209. 209. Classifying objectives gives a greater understanding of the data & performance Business Marketing Communication objectives objectives objectives Deliver sales & revenue targets Build brand awareness Maintain our reputation for x Generate quality leads Maintain brand awareness & campaigns Maintain a cost per lead of $X online presence Establish strong links with Create an online community audience Establish brands in the market Increase market share
  210. 210. Campaign optimisation Revise Run Review Run Review Revise Improvement Run Review Revise Run Review Revise Run Review Revise
  211. 211. Considered test plan/matrix Multi-variable matrix is a grid showing each variable in your test. If you have two possible headlines & two possible product pho-tographs, you'd create a two-by-two matrix. You need significant numbers to make it statistically relevant. What can you test? Copy: subject lines, introductions Creative: landing page, search, online advertising, email Offers: product, discounts Time: dispatch, load
  212. 212. Client health check
  213. 213. Website health check
  214. 214. Website health check
  215. 215. Blog health check
  216. 216. Campaign health checks Free trail to help submit your sites Understand the noise Website information Website stats & information Blog & RSS overview
  217. 217. Five key Benchmark take outs 1. Measures Different measures & standards across all things online. Looking for interaction, participation or engagement. 2. Define objectives Don’t just define the campaign objectives, look at the business & marketing objectives 3. Consider Response & Brand The best & worst thing about interactive is it’s accountability 4. Test, test, test Define what you want to test upfront & make sure you test everything 5. Checklist Develop a best practice checklist for optimsation & ensure everything is continually measured against it.
  218. 218. Top 3 Online Trends
  219. 219. 1. Consumers have more control “A new generation of media consumers has risen demanding content delivered when they want it, how they want it and very much as they want it”
  220. 220. 1. Consumers have more control Mass Communication Mass Customisation
  221. 221. 1. Consumers have more control 1968 1988 2008 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet Digital channels are the bulk of SMS Console Video Games our communication / Email Mobile Games entertainment / information mix Mobile Phone Social Networks