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The Ultimate Digital Marketing Mix ,[object Object],The importance of Channel Integration and why you should pay attention to holistic marketing approaches.,[object Object],Christine    da Silva ,[object Object],Neo@Ogilvy,[object Object],2011,[object Object]
The Ultimate Digital Marketing Mix ,[object Object],The SA Digital Landscape,[object Object],Knowing Your Customer,[object Object],How Much Budget to Invest,[object Object],The Digital Marketing Mix,[object Object],What’s Hot,[object Object],Summary,[object Object],Questions,[object Object],Digital Staple Food,[object Object]
The SA Digital Landscape,[object Object],What are we doing online?,[object Object]
The South African Landscape,[object Object],In December 2010 South Africa looked like this:,[object Object],Population  49,109,107,[object Object],6,800,000 Internet users,   		            (just over 9 mill April 2011 ),[object Object],3,452,260 Facebook users, ,[object Object],	(3,467,660 (18 years and older) April 2011 ),[object Object],*According to WorldInternetStats,[object Object]
What are we doing online?,[object Object],There were 9.097 million unique browsers from South African users to DMMA websites,[object Object],There were 47.776 million visits from South African users to DMMA websites,[object Object],*According to DMMA for April 2011,[object Object]
What are we doing online?,[object Object],*According to Google Insights for Search 2011,[object Object]
Behaviours  are Changing,[object Object],We are actively participating in acquiring knowledge. ,[object Object],Be that knowledge news, social or product information.,[object Object]
2. Knowing Your Customer,[object Object],We’re all people,[object Object]
The Online Landscape,[object Object],Early Adopter,[object Object],Late Adopter,[object Object],[object Object]
 multiple digital platforms simultaneously,
 the Internet is natural to them,
 Strengthen offline social relationships  in the online space.
 Difficult to access internet
Give more status to online connectivity, because it is difficult to access,
 becomes something they aspire to,
 Technology gives them symbolic status, thus, they make an effort to access it.*According to DMMA Research Report 2010,[object Object]
Who are we Speaking to?,[object Object],Early Adopter,[object Object],Researching,[object Object],Pre-buy product research & comparison,[object Object],News & information (Current affairs),[object Object],Self-medicating  (health),[object Object],Socialising,[object Object],Proving a Status perception,[object Object],Sharing our lives,[object Object],Giving our opinions,[object Object],Feeling important,[object Object]
If marketing has one goal....,[object Object],It’s to reach consumers at the moments that most influence their decisions. ,[object Object]
Influence has many faces,[object Object],“Instant gratification” is a popular concept in advertising. Example Verimark (if you buy this then you get  something free..) Or engagement via competition.,[object Object],Perceptions of value matter even more in the ever-more-complex multichannel-retailing environment. Win by showing value & being present.,[object Object],“Peer Pressure” or influence is acknowledged  - word of mouth, online forums, and print reviews -matters more in the evaluation and purchase stages than traditional, company-driven advertising.  ,[object Object]
Complex Purchasing Process,[object Object]
#Winning,[object Object],Understand how to be front of mind in the initial-consideration set that consumers develop as they begin their decision journey.,[object Object],*Courtesy @CharlieSheen,[object Object]
ie,[object Object],Multi-channel marketing will help you refine your process.,[object Object]
3. How Much Budget to Invest,[object Object],It depends.,[object Object]
2010 Proportion of Marketing budget in digital,[object Object],Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report (UK) ,[object Object]
2010 Proportion of Marketing budget in digital,[object Object],According to PricewaterhouseCoopers by the end of 2010, digital advertising spend accounted for 25 % of overall U.K. ad spend.,[object Object],Mostly spent on social media, video, and mobile advertising channels, which saw year-over-year spending increases.,[object Object],Investment in search advertising, continued its consistent growth, increasing 8 percent year-over-year, 57 % of total online ad spend in 2010. ,[object Object],Display ads - which includes social media and video ads - increased its share of spending by 3 % to reach a total of 23 %,[object Object],*Courtesy PricewaterhouseCoopers & IAB advertising spend study,[object Object]
4. The Digital Marketing Mix,[object Object],What should we be looking at?,[object Object]
The Perception....,[object Object],It’s different to traditional marketing practices. ,[object Object],And a lot more complicated too.,[object Object],...The Reality,[object Object],It’s NOT.,[object Object]
Q. How do we start creating the right digital marketing mix?,[object Object],Start with your website goals,[object Object],and how to create value for ,[object Object],your customers,[object Object],Research your online,[object Object],marketplace to define the,[object Object],most appropriate marketing,[object Object],mix for your digital strategy,[object Object],Integrate web analytics, on ,[object Object],and offline conversion tracking,[object Object],and optimization so that,[object Object],campaign performance can be,[object Object],tracked and optimized.,[object Object],Implement the tactics that fit,[object Object],your goals best. Be flexible. ,[object Object],Be agile!,[object Object],1,[object Object],2,[object Object],3,[object Object],4,[object Object]
Choosing Channels,[object Object],Which channels should you use to accomplish what?,[object Object],Email Marketing,[object Object],Media Placement,[object Object],Search Marketing,[object Object],Social Media,[object Object]
Email Marketing,[object Object],Staying in Touch,[object Object]
Email Marketing,[object Object],Staying in Touch,[object Object],Why?,[object Object],[object Object]
 Increase Your Sales Conversion
 Generate Repeat Sales
 Up-sell and Cross-sell Products and Services
 Gain Valuable Feedback from your Visitors
 Drive Web Users to Make Offline PurchaseMeasurement,[object Object],Open rate & Conversion,[object Object],Lead Time,[object Object],[object Object]
Good Conversion Rate on average (1%-5%),[object Object]
 Shorten the subject lines & keep them catchy
 Share information rather than be advertorial – depending on industryTips to Increase Conversions,[object Object],[object Object]
 Reward Subscribers with discounts or value offers (ebooks etc)
 UX! That is user experience 
 Include a Call To Action
 Test and Track (email clients & analyse what they do!),[object Object]

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The Ultimate Digital Marketing Mix - Marketing Indaba 2011

Editor's Notes

  1. Conversion rate could be anything from click through to actual lead/purchase. And we assume you have an opt-in list only!