dgm Australia ADMA Forum 2009

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Online, off line, above the line, through the line - whose line? Is there a line?

Due to the increasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation. What drives the consumer and where are they driven? Do you know? TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix.

Using dgm Australia’s experience and case studies, Chris will enlighten and demonstrate a truer return on investment

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dgm Australia ADMA Forum 2009

  1. 1. <ul><li>Due to the increasing fragmentation of consumers and the </li></ul><ul><li>numerous opportunities available to marketers, individual </li></ul><ul><li>channels can no longer be considered in isolation. </li></ul>
  2. 2. What drives the consumer and where are they driven? Do you know?
  3. 3. Agenda <ul><li>My background </li></ul><ul><li>Today’s Customer journey </li></ul><ul><li>Successful Australian case studies </li></ul><ul><li>How can we produce Cost Effective Integrated marketing solutions? </li></ul>
  4. 6. Above the line Below the line Through the line
  5. 7. Above the line Below the line Through the line There is no line
  6. 8. Above the line Below the line Through the line Across the line
  7. 9. The traditional marketing department PR Online Press TV Outdoor Mobile DM Retail Insights Creative Idea Strategy
  8. 10. THE OLD WAY
  9. 11. THE NEW WAY
  10. 13. Word of mouth from one person to another Free, local, slow and not measurable
  11. 14. 2009; PEOPLE COMMUNICATE MORE THAN EVER BEFORE
  12. 15. Today Advertisement is engaging with trusted advocates in brand dialogue many to many Global, instant measurable, attributable, real time
  13. 16. Information sources and trust in Customer Journey
  14. 17. Unique “ Technology is shifting the power away from the media editors, the publishers, the establishment, the media elite. Now it’s the people who are in control” Rupert Murdoch July 2006
  15. 19. 10,000 people protested what they say were rigged elections
  16. 26. PRIME TIME AD
  17. 30. OFFLINE MARKETING DRIVES CONSUMERS TO SEARCH…
  18. 31. SO IF YOU’RE SPENDING AD $’s OFFLINE BUT NOT ONLINE
  19. 32. WHERE DO THEY GO??
  20. 34. Today’s Integrated marketing solution
  21. 35. Single tool that will manage all campaigns
  22. 36. 1 Case Study Telco
  23. 37. Collaboration
  24. 38. BrandedKeyword triggers
  25. 39. <ul><li>Apparatus – TV & Search & Online Display </li></ul><ul><li>Method – Control period </li></ul><ul><li>Predict results – More searches and more sales </li></ul><ul><li>Measure – dgm IQ </li></ul><ul><li>Refine </li></ul>1 Case Study
  26. 40. Results
  27. 41. 1 Case Study
  28. 42. 1 Case Study Brand search campaign costs $13.5K
  29. 43. 1 Case Study 1 2 3 3 nationwide TV campaigns costs $2M
  30. 44. 1 Case Study Online Display campaign costs $85K
  31. 45. 1 Case Study
  32. 46. 1 Case Study TV Campaign 1 + Search Brand KW 66%
  33. 47. 1 Case Study TVC1 finish + Search Brand KW
  34. 48. 1 Case Study TVC1 finish + Search Brand KW Brandgroup KW searches reduced by 20% in the week after TVC1 20%
  35. 49. 1 Case Study TVC2 starts + Search Brand KW
  36. 50. 1 Case Study TVC2 starts + Search Brand KW Brandgroup searches increased by 19% during TVC2 19%
  37. 51. Total Sales (online and offline) 1 Case Study <ul><li>Web sales increased 29% during the month TV commercials ran </li></ul><ul><li>Web sales fell by only 3% month after </li></ul>
  38. 52. 1 Case Study Web sales fell by only 8% 2 months after TVC’s Display impressions switched on in Nov
  39. 53. 1 Case Study IP locations
  40. 54. 1 Case Study IP locations Queensland 28%
  41. 55. 1 Case Study IP locations Sydney NSW Newtown 5% Waterloo 3% Mascot 1% Bondi 1%
  42. 56. 85% of new users called the BRAND to find out more: 44% rang only, 21% phoned & went to the website, 21% website only 1 Case Study
  43. 57. 1 Case Study 21% of all Telesales calls originated as a result of the website Origins of Telesales new customers
  44. 58. <ul><li>Search outperforms TV by 10:1 on ROI </li></ul><ul><li>TV Generates more sales by 2:1 than search alone </li></ul><ul><li>Website out performs Word of mouth </li></ul><ul><li>Optimise the conversation online </li></ul>1 Case Study
  45. 59. 1 Case Study
  46. 60. WHEN THEY GO ONLINE??
  47. 62. NEGATIVE FEEDBACK!
  48. 63. POSITIVE FEEDBACK! Online Press Releases can appear in the natural listings on Google when picked up by major news sites
  49. 64. <ul><li>Implement unique Branded Keywords triggers on all Ads </li></ul><ul><li>Measure performance of these keywords </li></ul><ul><li>Implement geo targeting and IP mapping </li></ul><ul><li>Optimise PR listings in your SERPS </li></ul>1 Case Study
  50. 65. How can we produce Cost Effective Integrated marketing solutions?
  51. 66. Gap between ad spend and media consumption Media Spend Annual Ad Spending (Travel) Media Consumption The Opportunity Newspapers, 47% All other, 12% TV, 32% Online, 9% Newspapers, 14% All other, 26% TV, 35% Online, 25% Source: Forrester Technographics 2006 & Bear Stearns Global Ad Spend, May 2006 with Zenith Optimedia Ad Figures
  52. 71. Cut through marketing online 10% Off!
  53. 72. <ul><li>Can your marketing department help? </li></ul>
  54. 73. The traditional marketing department PR Online Press TV Outdoor Mobile DM Retail Insights Creative Idea Strategy
  55. 74. Online
  56. 75. <ul><li>Online is not a channel it is a platform for customer engagement </li></ul>
  57. 76. Online Search Website Display eCRM Social Media Affiliate
  58. 78. Your customer has changed so why hasn’t your marketing department?
  59. 80. The future marketing department PR Press TV Outdoor Mobile DM Retail Insights Strategy Online Creative Idea
  60. 81. <ul><li>Unique Branded trigger Keywords on ALL channels </li></ul><ul><li>Integrate online into the “creative idea” and execution </li></ul><ul><li>Switched on customers become brand advocates </li></ul><ul><li>Build a database through social customer engagement competitions, offers, word-of-mouth online </li></ul>
  61. 82. <ul><li>Email me [email_address] </li></ul>

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