In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008

1. able Interactive : the most able medium

8. able

10. How the dollars follows the eyeballs 1.

11. Finding influencers and becoming part of the conversation 2.

12. Keeping the shopfront open 24/7 3.

13. Targeting technology 4.

14. The emerging arena of mobile devices 5.

15. 1. The $s follow the eyeballs

17. Internet advertising continues to grow – 30% 3 rd quarter y-on-y Source: Internet Advertising Bureau July to September 2008

18. Online advertising spend third quarter 2008 Source: Internet Advertising Bureau July to September 2008 33% increase y-o-y 29% increase y-o-y 25% increase y-o-y

19. But tracking just advertising is like looking at the tip of the iceberg

21. Firstly some inspiration

24. Turn down the SPAM and turn up the permission

25. 1. A site that encourages social networking Clear, simple call to action with one objective in mind - permission

26. 2. Communicate with personal and relevant messages Email landing page

28. 3. Distribute content on third party sites

29. 4. Harness social networking

30. 5. Write a blog

31. 6. Take advantage of new technologies

32. 7. Experiment

34. 2. Leverage influencers and become part of the conversation

37. Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report

39. Influencing the influencers – listening and acting in the blogosphere

40. How social media turned against Motrin

42. Listening to the influencers – and taking action!

44. Nike – distributable content via a widget

45. Nike – distributable content via a widget

50. Triumph – social advertising

51. The take out!

53. 3. Be open for business 24/7

57. Search and directories expenditure 2002-2008 Source: PricewaterhouseCoopers – IAB Online Advertising Expenditure Report – September 2008

59. 67% of online search is driven by offline channels Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.

60. 68% search via branded key words Source: Jupiter Research/Ipsos Insight Consumer Survey (6/07) 68% Branded Keywords

64. Wallace Bishop case study - SEM effectiveness Source: Wallace Bishop Conversion rate 20% Doubled Gold Card signups Doubled daily visitors

65. QUT case study - SEM effectiveness 116% increase in leads y-o-y Source: 2006/2007 Data referenced from Hobsons Report on Faculty of Business Undergraduate Prospects July 06-June08 116% increase in leads y-o-y

66. The take out!

68. 4. Targeting technology for increased ROI

70. A typical car buyer

71. Purchase cycle – motor vehicles Source: American Advertising Federation (AAF) November 2006 In market Purchase Vehicle purchase process takes 8-12 weeks Less than 5% of this time is spent car research sites 5% The majority of online time online is spent on more normal browsing 95%

73. Toyota/Yahoo7 case study Source: Yohoo7 95% Click through lift Users searched keywords: Toyota Holden Car Dealership carsale.com.au Hyundai Car rating drive.com.au Small Cars Consumers visited: Yahoo7-Drive Yahoo7-Directory-Automotive

77. Most effective online targeting methods Source: American Advertising Federation (AAF) November 2006

78. Projections for US behaviourally targeted spend Source: American Advertising Federation (AAF) November 2006

79. The take out!

81. 5. Emerging arena of mobile devices

83. Mobile – sobering thoughts

84. Shop Savvy – ‘Pull’ 1D barcode scanning

87. The take out!

89. Wrap up

90. Questions