Digital Marketing: 2011 - 2016 1 In 2011, Digital Marketing spend ~$34.5 Billion 2 Contributes 19% of all advertising spend 3 By 2016, more than double to ~$76.6 Billion 4 Equate to 35% of all advertising spend 5 More than marketers spend in 2011 on television 6 Heading for the centre of the Marketing MixReference: Forrester August 25th 2011
What’s driving the increased investment? 1 Digital Marketing is measurable 2 Consumers are digital 3 We know it works It is no longer a question whether you do Digital Marketing…. It is how well you do it
The Digital Reality CheckConsumers are DigitalConsumer Behaviour has ChangedConsumers are in ControlConsumers are E lC EmployeesEmployees now Empower their EnterprisesE l E th i E t iThese Enterprises are your C Customers
Collaborate to Solve Problems Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee, to a large group of people or community (a crowd), through an open call. Why Crowdsource? ― Alternative approach to paid labour ― Access to a wider pool of talent ― Fresh eyes = fresh approach ― Get in touch with consumers ― Definitely meet customer need ― Develop deep relationshipsReference: Wikipedia
Integrating Emerging Channels 1 Do you incorporate digital solutions? 2 How do you incorporate digital solutions? 3 What’s the best mix with traditional marketing? 4 Are you and your staff prepared? 5 Do you know the online persona of your customers? 6 Are you ready for the next generation customers? 7 Do you have a Digital Strategy?
More than a Brochure Design Nav. Information Branding Architecture Look & Headers & Feel Footers Content & Home Page & Tools Product Pages Calls to Tools Action Get a Quote Online Forms Contact Us Online Quoting Lodge a Claim Online Payments
Google Traffic EstimationKeyword Competition Global LocalHome Insurance 1,830,000 135,000Business Insurance 1,000,000 40,500Commercial Insurance 301,000 301 000 9,900 9 900Farm Insurance 673.000 4,400Global Monthly SearchesThe approximate 12-month average of user queries for the keyword onGoogle search.Local M thl SearchesL l Monthly S hThe approximate 12-month average of user queries for the keyword onGoogle search for those Countries & Languages ( g g g (Australia / English). g )