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Innovative_search_marketing_Neo_Ogilvy_2009

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Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.

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Innovative_search_marketing_Neo_Ogilvy_2009

  1. 1. Innovative Search Marketing Damien Cummings General Manager Neo@Ogilvy January 2009
  2. 2. About This Presentation  About Neo@Ogilvy.  Discusses the Marketing Confidence Gap.  Looks at the Digital Landscape and Search Marketing’s role in the digital ecosystem.  Presents the current view on how we promote Search Marketing.  Discusses innovative ways to leverage Search Marketing using the “sales conversion” funnel.  Presents a Search Marketing case study.
  3. 3. About Neo@Ogilvy
  4. 4. About Neo@Ogilvy  Neo@Ogilvy is the integrated 360 media agency of Ogilvy & Mather.  Part of the number 1 advertising agency in Asia Pacific (Ogilvy).  Owned by WPP.  Formed in 2006 and the fastest growing media company in the world.  Heritage of digital media and search marketing but with full 360 media capabilities including media strategy, planning and buying for TV, print, outdoor, cinema, ambient and digital.  Singapore is the regional/Asia Pacific head office.  Asia Pacific team of over 300 people in 12 Countries.  Global team of over 650 people in 35 Countries.
  5. 5. The Marketing Confidence Gap
  6. 6. Traditional Media Digital Media
  7. 7. Traditional Media Digital Media
  8. 8. Traditional Media TV Radio Billboards Digital Media IPTV Digital Radio Digital POS
  9. 9. Traditional Media Digital Media US $455b US $55b 6% 23% Source: IBM, “Navigating the Media Divide” Study
  10. 10. Traditional Media Digital Media ? The Cross-Over Point
  11. 11. The Marketing Confidence Gap 30% 25% 20% 15% The Marketing Confidence Gap 10% 5% 0% 2003 2004 2005 2006 % Consumer Time Spent Online % Advertising Dollars Spent Online Source: Neo@Ogilvy 2007 2008 (E)
  12. 12. The Digital Landscape
  13. 13. Key Global Digital Statistics 1.0 b PC users 1.3 b internet users 1.3 b landline phones 1.4 b credit cards 1.5 b email boxes (0.8b) 1.5 b TVs 1.8 b active SMS users 3. 0b mobile phone subscribers
  14. 14. (cc) Lynette Webb, 2006
  15. 15. Bloggers Are Now Mainstream Media
  16. 16. ?
  17. 17. People Trust People, not Ads People trust other consumers TWICE AS MUCH than ads
  18. 18. Search is the Gateway to all this Content Social Media Blogs Reviews Websites
  19. 19. How We Currently View Search Marketing
  20. 20. Growing Demand for Search Marketing Source – Marketing Sherpa Search Marketing Benchmark Survey August 2006
  21. 21. Search Engine Marketing – PPC & SEO Paid Search (PPC) Natural/Organic Results – (SEO)
  22. 22. Search Marketing Example Keywords (for a Credit Card) Lowe Awareness s r Industry Key Terms Demographic Terms on nversi Co Consideration Research Terms Major Brand Terms r Hi g h e Purchase Specific Phrases Industry Long Tail Keyword Examples: Credit Card, Bank, Loan, etc. Keyword Example: “Balance Transfer”, Platinum Visa Card, etc. Keyword Example: “American Express Platinum Credit Card with 6-months free balance transfer” etc.
  23. 23. Search Marketing Leads to Sales 1 in every 8 affluent user have made purchases following online searches % who have searched for info using the internet in the past 12 months % who have made purchases following online search Search is a strong facilitator of the purchase process 70 59 55 53 50 47 36 35 34 31 24 25 22 18 11 7 Singapore Hong Kong Kuala Lumpur Markets: SEA/Taiwan/Hong Kong Source: Pan Asian Cross Media Survey – Synovate (2007 Q1) Bangkok Taipei Manila Jakarta All Markets
  24. 24. Innovative Use of Search Marketing
  25. 25. Search Marketing Example Keywords (for a Credit Card) Lowe Awareness s r Industry Key Terms Demographic Terms on nversi Co Consideration Research Terms Major Brand Terms r Hi g h e Purchase Specific Phrases Industry Long Tail Keyword Examples: Credit Card, Bank, Loan, etc. Keyword Example: “Balance Transfer”, Platinum Visa Card, etc. Keyword Example: “American Express Platinum Credit Card with 6-months free balance transfer” etc.
  26. 26. Innovative “Awareness” Search Marketing Lowe Awareness s r Industry Key Terms Demographic Terms on nversi Co Consideration Major Brand Terms Research Terms r Highe Purchase Specific Phrases Industry Long Tail Keyword Examples: Credit Card, Bank, Loan, etc.
  27. 27. Innovative “Awareness” Search Marketing Awareness Consideration Purchase Ad Group 1 Ad Group 2 Ad Group 3 • Brand keywords • Product-focused • Brand keywords • Brand keywords • Reputation-focused • People-focused Example: “Mobile phone” Example: “Good after sales service” Mobile Phone Reviews Site FAQ & Forums Example: “Steve Jobs” Steve Jobs Blog
  28. 28. Innovative “Consideration” Search Marketing Lowe Awareness s r Industry Key Terms Demographic Terms on nversi Co Consideration Research Terms Major Brand Terms r Hi g h e Purchase Specific Phrases Industry Long Tail Keyword Example: “Balance Transfer”, Platinum Visa Card, etc.
  29. 29. Innovative “Consideration” Search Marketing Awareness Consideration Purchase Ad Group 1 Ad Group 2 • Competitor keywords • Product-focused • User and customer experience keywords • Experience focus Example: “Compare iPhone with Blackberry Storm” Example: “How long is iPhone battery life” Unbranded Phone Comparison Site Sponsored Forums & Blogs
  30. 30. Innovative “Purchase” Search Marketing Lowe Awareness s r Industry Key Terms Demographic Terms on nversi Co Consideration Major Brand Terms Research Terms r Hi g h e Purchase Specific Phrases Industry Long Tail Keyword Example: “American Express Platinum Credit Card with 6-months free balance transfer” etc.
  31. 31. Innovative “Purchase” Search Marketing Awareness Consideration Purchase Ad Group 1 Ad Group 2 • Specific products • Info focused • Retailers & channel keywords • Buy now Example: “iPhone 3G 16gb in Singapore” Example: “Buy iPhone 3G in Singapore” iPhone Product page SingTel Application form
  32. 32. Case Study
  33. 33. UCreateChange: Changing the Perceptions of Engineering as a desired study choice for 16 – 18 year olds in Singapore
  34. 34. Campaign Summary Objective: Convince more students (especially bright ones) to take up engineering as a course of study. Issue: Engineering is perceived to be for geeks, monotonous and having little to do with people. Insight: Because of this misperception, students easily overlook that engineering involves creativity and innovation. Challenge: Reframe their perception by: •Getting them to experience the creativity in engineering •Addressing the negative perceptions associated with it
  35. 35. Focusing on 16 – 18 Year Olds Younger Schoolers Target Audience Secondary schoolers, aged 13 – 15, who are interested/or could be interested on the course of Engineering. Graduating 16 – 18 year olds in Singapore who have an interest in creativity, innovation and aspects of engineering. Engineering Campaign Family/Peers Influencers in the decisionmaking process of choosing courses of study.
  36. 36. Four Phases Of The Campaign Sept Oct Nov Dec Jan Feb Mar Apr - Sept Exams Holidays Decision-making School Awareness Discovery Actively Seeking Advice Re-engagement Ambient in Study Areas Digital (IM, Email, Search) Digital (IM, Email, Search) Website Outdoor Outside Schools Outdoor In Social Areas Website Blogger Engagement Inside Schools Blogger Engagement Blogger Engagement Radio Ambient in Social Areas Open Houses
  37. 37. Awareness Phase – “e” icon In schools Bus Shelters outside schools Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  38. 38. Awareness Phase – “e” icon National Libraries Radio Live Reads Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  39. 39. Discovery Phase – “Create” and “Change” National Libraries At bus shelters Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  40. 40. Discovery Phase – Manga Characters Clang Wowzer Bangles Kai Flud Introducing The Creatures of Change Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  41. 41. Discovery Phase – Ambient Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  42. 42. Discovery Phase – Social Media Social Networking sites – Facebook and Friendster Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  43. 43. Discovery Phase – Blogger Engagement Interim Sign-up holding page for ucreatechange.com Digital Influence / Blogger Engagement Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  44. 44. Decision Making Phase – ucreatechange.com Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
  45. 45. Search Marketing: Bringing it All Together Lowe Awareness r Key words: Manga Characters, “create”, s “change” and blogger content. on nversi Co Consideration Keywords: On creativity and change, specific phrases on Engineering vs other choices. r Hi g h e Decision-Making Keywords: Specific Phrases About Engineering, Events, ucreatechange content. Directs People to: Bloggers, Creatures of Change (Manga) profiles – social media. Directs People to: www.ucreatechange.com Directs People to: www.ucreatechange.com
  46. 46. Forecast Results (as of July 2009) Total Media Spend will create 181,812 Website Visits 50 Million paid impressions 61,905 CPC clicks Digital Display Search Marketing (Google & Yahoo!) Media Awareness, Digital & Search Impressions 161,812 Web visitors (paid media) 20,000 Web visitors (from outdoor, viral, communications) Website Traffic 0.2% % CTR $1.00 - $1.50 Search CPC Registrations 18,181 user sign-ups, becoming a “Creature of Change” 10% of visitors sign-up or register for more information 18,181 Registered “Creatures of Change”
  47. 47. Thank you.

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