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dgm Australia ADMA Forum 2009
The document discusses the necessity of integrated marketing solutions in response to the fragmented consumer landscape, emphasizing that traditional marketing methods are no longer sufficient. It highlights case studies demonstrating the effectiveness of coordinated advertising strategies across multiple channels, such as online and offline campaigns. The text further advocates for the use of technology and real-time data to optimize marketing efforts and engage customers meaningfully.
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dgm Australia ADMA Forum 2009
- 1. Due to theincreasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation.
- 2. What drives theconsumer and where are they driven? Do you know?
- 3. Agenda My backgroundToday’s Customer journey Successful Australian case studies How can we produce Cost Effective Integrated marketing solutions?
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- 6. Above the lineBelow the line Through the line
- 7. Above the lineBelow the line Through the line There is no line
- 8. Above the lineBelow the line Through the line Across the line
- 9. The traditional marketingdepartment PR Online Press TV Outdoor Mobile DM Retail Insights Creative Idea Strategy
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- 13. Word of mouthfrom one person to another Free, local, slow and not measurable
- 14. 2009; PEOPLE COMMUNICATEMORE THAN EVER BEFORE
- 15. Today Advertisement isengaging with trusted advocates in brand dialogue many to many Global, instant measurable, attributable, real time
- 16. Information sources andtrust in Customer Journey
- 17. Unique “ Technologyis 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
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- 19. 10,000 people protestedwhat they say were rigged elections
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- 30. OFFLINE MARKETING DRIVESCONSUMERS TO SEARCH…
- 31. SO IF YOU’RESPENDING AD $’s OFFLINE BUT NOT ONLINE
- 32. WHERE DO THEYGO??
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- 34. Today’s Integrated marketingsolution
- 35. Single tool thatwill manage all campaigns
- 36. 1 Case StudyTelco
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- 39. Apparatus – TV& Search & Online Display Method – Control period Predict results – More searches and more sales Measure – dgm IQ Refine 1 Case Study
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- 42. 1 Case StudyBrand search campaign costs $13.5K
- 43. 1 Case Study1 2 3 3 nationwide TV campaigns costs $2M
- 44. 1 Case StudyOnline Display campaign costs $85K
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- 46. 1 Case StudyTV Campaign 1 + Search Brand KW 66%
- 47. 1 Case StudyTVC1 finish + Search Brand KW
- 48. 1 Case StudyTVC1 finish + Search Brand KW Brandgroup KW searches reduced by 20% in the week after TVC1 20%
- 49. 1 Case StudyTVC2 starts + Search Brand KW
- 50. 1 Case StudyTVC2 starts + Search Brand KW Brandgroup searches increased by 19% during TVC2 19%
- 51. Total Sales (onlineand offline) 1 Case Study Web sales increased 29% during the month TV commercials ran Web sales fell by only 3% month after
- 52. 1 Case StudyWeb sales fell by only 8% 2 months after TVC’s Display impressions switched on in Nov
- 53. 1 Case StudyIP locations
- 54. 1 Case StudyIP locations Queensland 28%
- 55. 1 Case StudyIP locations Sydney NSW Newtown 5% Waterloo 3% Mascot 1% Bondi 1%
- 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
- 57. 1 Case Study21% of all Telesales calls originated as a result of the website Origins of Telesales new customers
- 58. Search outperforms TVby 10:1 on ROI TV Generates more sales by 2:1 than search alone Website out performs Word of mouth Optimise the conversation online 1 Case Study
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- 60. WHEN THEY GOONLINE??
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- 63. POSITIVE FEEDBACK! OnlinePress Releases can appear in the natural listings on Google when picked up by major news sites
- 64. Implement unique BrandedKeywords triggers on all Ads Measure performance of these keywords Implement geo targeting and IP mapping Optimise PR listings in your SERPS 1 Case Study
- 65. How can weproduce Cost Effective Integrated marketing solutions?
- 66. Gap between adspend 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
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- 71. Cut through marketingonline 10% Off!
- 72. Can your marketingdepartment help?
- 73. The traditional marketingdepartment PR Online Press TV Outdoor Mobile DM Retail Insights Creative Idea Strategy
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- 75. Online is nota channel it is a platform for customer engagement
- 76. Online Search WebsiteDisplay eCRM Social Media Affiliate
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- 78. Your customer haschanged so why hasn’t your marketing department?
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- 80. The future marketingdepartment PR Press TV Outdoor Mobile DM Retail Insights Strategy Online Creative Idea
- 81. Unique Branded triggerKeywords on ALL channels Integrate online into the “creative idea” and execution Switched on customers become brand advocates Build a database through social customer engagement competitions, offers, word-of-mouth online
- 82. Email me [email_address]
Editor's Notes
- #2 Integrated marketing approach with the customer at the center
- #3 TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix
- #5 CPA ROI Win:Win relationships
- #7 Above the line, Below the line, Through the line are old marketing terms that we are not going to use again. Used loosely, above the line still means mass media. However the media landscape has shifted so dramatically that advertisers have reconsidered the definitions of mass media is and what direct marketing is.
- #9 Today there should be no clear lines, after all we just want to get our audience over the line to become customers. Consumers can not see lines between the different marketing channels. Consumers only know when they have had value added to their daily live. the most important thing in any media strategy is how effective it is in driving sales
- #10 The only lines that exist into todays marketing plan are the ones that are clearly visible when you look at a typical marketing department structure and the lines are the ones that are between the channels and these ones that prohibit change, even though the customer is evolving the department has not.
- #11 The old way presumes the customer journey is linear and moves through the decision and sales path from awareness, consideration, preference and action. The old ways is using push broadcast mediums to cajole and persuade the user into their purchase intent. The funnel is wide and is aimed at eyeballs rather than relevant customers. There is significant drop off at the exit point indicating wastage in budget.
- #12 The customer journey is now convoluted highly complex and relies on multiple touchpoints pin balling between online and offline. The user journey is highly complex and the level of complexity directly correlates to the complexity of the purchase. If I purchase music I go to itunes, if I purchase a home loan well I go all over the place
- #13 Today customer journey has many important moving forwards
- #14 Word of mouth is the most trusted form of communication. Discussions with friends family and colleagues are rated highly when it comes to making decisions. For advertisers and marketers positive word of mouth communication is priceless, and at the same time free. Traditionally it is slow and difficult to measure.
- #15 Well not any more, now people communicate more than ever before
- #16 Social groups no longer just exist in the real world but they have sprouted up in huge numbers on the internet and they are the future of the way we engage with like minded individuals who have relevant information. Over 5 million alone use facebook. For Advertiser’s and marketers this presents us with a fantastic opportunity to engage in the conversation. never before has this been available to advertisers through the historical marketing channels.
- #17 90% of purchase discussions are made based on word of mouth But after this the web ranks highly for the most trusted recommendations within the customer journey, and it is these are the main touchpoints that influence our online purchase intent. These touch points include Forums like Whilpool or MacWorld, Rate City, and Product Review.com and blogs User Generated Content They are typically the sites that rank highly for your must targetted keywords.
- #18 Now the customer has be central to the advertiser. Today it is the people that are in control of the marketing plan because they can publisher and amplify the marketing plan exponentially for a ridiculously low cost. And they should be empowered to be after all we want them to be loyal customers.
- #20 Political protest and Power to the people
- #21 Instant celebrity status or blatant flash in the pan
- #22 Tourism Queensland's World's Best Job competition According to Tourism Queensland, the campaign, which cost the tourism agency a reported $1.7 million, has earned Queensland an estimated $120 million in free global publicity. The campaign spawned around 200,000 blogs and 43,000 news stories.
- #23 Fred Walker created a national competition with a huge prize for those days of fifty pounds. Unfortunately history didn’t record the winner’s name, but we do know the winning entry was selected by Fred’s daughter.
- #24 Engage your customers to make them brand advocates
- #29 Bricks and Mortar closes so does your call center
- #30 Bricks and Mortar closes so does your call center
- #39 Optus Monster, NRMA Unworry, Apple iPhone, Sony PS3, Twitter microblogging, NAB iSaver etc.
- #56 Increase in Direct Marketing activity around specific areas and suburbs that are most successful for new sign ups, or use Radio in these locations and use IP tracking to measure uplift
- #67 Today users are consuming online media more and more but yet there is a huge disparity in the money spent in trying to engage with them.
- #70 Tourism Queensland's World's Best Job competition According to Tourism Queensland, the campaign, which cost the tourism agency a reported $1.7 million, has earned Queensland an estimated $120 million in free global publicity.
- #71 There were more than 1.2 million entries before six final flavours were then selected by chef Heston Blumenthal and a panel of judges from Walkers.
- #74 The only lines that exist into todays marketing plan are the ones that are clearly visible when you look at a typical agency structure and the lines are the ones that are between the channels and these ones that prohibit change, even though the customer is evolving.
- #81 the most important thing in any media strategy is how effective it is in driving sales