Delivered at ADMA’s (Australian Direct Marketing Association) Multi-Channel Acquisition seminar in Sydney, Melbourne and Brisbane.

1. Maximising Your Acquisition
Performance Through Digital
Allyson Hohman, Marketing Manager - Digital

2. Consumers Have Changed.
Consumers no longer embark on a linear
path to action, but rather move from
place to place exploring content.
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3. 3

4. The Digital Landscape Has
Changed.
Consumer choices are made from information
gathered in an ever expanding number of channels. It is
our job to isolate the relevant combinations of
message and medium.
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5. 5

6. Courtesy of David Armano http://darmano.typepad.com/
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7. We Can Connect From
Everywhere... Everywhere.
40% of mobile users use the internet in the bathroom
-- Nielsen 2011
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8. PHOTO BY ARNIE KUILMAN
ON FLICKR.COM
Not only is there a shift in mindset,
but there is a shift in how we expect
to communicate in digital platforms.
We have evolved beyond websites
and now interact across a multitude
of digital touch points.

9. Data Supplied by Google

10. 10
Data Supplied by Google

11. 11
Data Supplied by Google

12. “Consumers don’t see the
difference between marketing
channels. They just see the brand
and then use the channel that’s
most convenient for them at that
time”
- eMarketer
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13. Sharing Drives Sessions
Each AutoShared Tweet turns into an average of
seven new sessions on YouTube.com
http://youtube-global.blogspot.com/2009/11/how-we-think-about-social.html

14. Crossing Channels – YouTube & Facebook
150 years of YouTube
video is watched every
day on Facebook

15. Change the Way We Plan
CPM
3rd Party
PPC Social Partnerships
Media SEO
CPC
CPE
Mobile
CPM PPC
CPA
Old Way New Way
Simple Diversified
Mass Storytelling Small Conversations
Controlled Transparent
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16. Where Is Your Audience?
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17. Map Out Your Strategy
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18. Create Digital Assets & Distribution Plans
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19. Implement Technology
Radian6
• Listen, measure & engage
• Connect with influencers
• Manage content across
multiple social platforms
Omniture Suite of
Products
• Channel attribution
• Test creative
• Manage paid channels
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20. Channel Attribution Modelling
What can be measured via ad server & site analytics:
Impression Impression Impression Visit Visit Visit/Action
DAY 0 DAY 15 DAY 30
The direct navigation lead was preceded by 3 ads and 2 searches
--Without this insight, a smart media buy may have been cut
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21. There is no silver bullet

22. Test & Learn Process
Insights
Little Little
Insight Strategy A Strategy
Plan D
Plan
Buy J Buy
Little Launch U Launch
S Little
Strategy Measure Strategy Measure
T
Old: Big ideas, big launch and big budgets
New: Micro strategies, big insights and rapid iterations
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23. Create New Micro Strategies & Tactics
Group One: Passive Jobseekers in NSW
Group Two: Active Jobseekers Looking for a Mining Role
Group Three: 18-39 Females in VIC
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24. Campaign Measurement Examples
Goal: Attract New Customers
Goal: Share Your Business
Proposition
• Visitor loyalty pre and post
campaign
• Visitor recency by channel
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25. Campaign Measurement Examples
Goal: To Beat the Competition – Share of Search
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27. Campaign: If It Exists
TV Radio WEB Outdoor

28. Campaign Elements: Outdoor
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29. Campaign Elements: Search Marketing
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30. Campaign Elements: On Site
Job ads lead to the
Keyword searches, plus a homepage tile, also lead
campaign pages on
to the campaign pages on SEEK.
SEEK – showing
character profiles
and all advertising.
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31. Consistent Across Co-Brands/Partnerships

32. Microsite
Located at arias.seek.com.au so UBs and Visits were captured via Neilsen

33. Facebook
Entries and voting powered by Facebook Connect – any interaction by entrants
or voters were linked to their Facebook account and ran in their newsfeed
generating viral awareness of the campaign with their Facebook friends

34. Detailed applicant page – voting and viral begins

36. Applicants
campaigned
heavily for
votes by
getting media
coverage for
their
campaigns...

37. ... setting up
their own
Facebook pages
and events to
get votes

38. ... and using Social Media in a variety of ways

39. In phase two, the
Top 20 applicants
from public voting
were announced
and final voting
stage commenced

40. The Top 20 produced 30 second videos to
support their application and encourage voting...

41. And the campaign continued in earnest with loads
of celebrity support, including Sarah Murdoch

43. Amy Lou, a
leading finalist
was interviewed
several times by
her local paper

44. As part of her prize, Amy was flown to Sydney
Amy went on to win the competition...
and pampered with a makeover

45. So what were the results?
Over a three week period:
Estimated Facebook
Newsfeed Updates: 36,310,000
Total Applications: 2,000+
Total Votes: 126,858
Profile Views: 1,027,806
Video Views: 16,594
** 15% uplift in unaided brand awareness among target 18-29 year olds