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This document discusses an innovative search marketing campaign by Neo@Ogilvy to promote engineering as a desirable course of study for 16-18 year olds in Singapore. The campaign aims to change negative perceptions that engineering is boring or only for "geeks" by showing how it involves creativity and innovation. It outlines a four phase campaign using awareness, discovery, and decision-making approaches. These include ambient advertising, digital advertising, search marketing, and a website. The search marketing strategy is described as targeting different keyword types to drive people through the various phases to content and the website. Projections estimate the campaign's total media spend will drive over 180,000 visits to the website and recruit over 18,000 registered supporters.
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- 1. Innovative Search Marketing DamienCummings General Manager Neo@Ogilvy January 2009
- 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.
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- 4. About Neo@Ogilvy Neo@Ogilvyis 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.
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- 8. Traditional Media TV Radio Billboards Digital Media IPTV DigitalRadio Digital POS
- 9. Traditional Media Digital Media US$455b US $55b 6% 23% Source: IBM, “Navigating the Media Divide” Study
- 10. Traditional Media Digital Media ? TheCross-Over Point
- 11. The Marketing ConfidenceGap 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)
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- 13. Key Global DigitalStatistics 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
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- 19. Bloggers Are NowMainstream Media
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- 22. People Trust People,not Ads People trust other consumers TWICE AS MUCH than ads
- 23. Search is theGateway to all this Content Social Media Blogs Reviews Websites
- 24. How We CurrentlyView Search Marketing
- 25. Growing Demand forSearch Marketing Source – Marketing Sherpa Search Marketing Benchmark Survey August 2006
- 26. Search Engine Marketing– PPC & SEO Paid Search (PPC) Natural/Organic Results – (SEO)
- 27. 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.
- 28. Search Marketing Leadsto 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
- 29. Innovative Use of SearchMarketing
- 30. 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.
- 31. Innovative “Awareness” SearchMarketing 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.
- 32. Innovative “Awareness” SearchMarketing 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
- 33. Innovative “Consideration” SearchMarketing 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.
- 34. Innovative “Consideration” SearchMarketing 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
- 35. Innovative “Purchase” SearchMarketing 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.
- 36. Innovative “Purchase” SearchMarketing 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
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- 38. UCreateChange: Changing the Perceptionsof Engineering as a desired study choice for 16 – 18 year olds in Singapore
- 39. Campaign Summary Objective: Convince morestudents (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
- 40. 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.
- 41. Four Phases OfThe 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
- 42. 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
- 43. 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
- 44. 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
- 45. 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
- 46. 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
- 47. 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
- 48. 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
- 49. Decision Making Phase– ucreatechange.com Sept Oct Exams Awareness Nov Dec Holidays Discovery Jan Feb Mar Decision-making Actively Seeking Advice
- 50. Search Marketing: Bringingit 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
- 51. Forecast Results (asof 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”
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Editor's Notes
- #14 Mobile coverage extends to about 80% of the world’s population and is expected to reach 90% by 2010. Markets are at different stages of development. Luxembourg has the highest national penetration, at 164% by end of 2005[1]. Yes that’s 64% more mobiles than people. Even in the U.K., there are more mobiles than people. In the U.S., over 50% of children own a mobile phone. China, which imported its first cell phone system in 1987, and in 1997 still had only 10 million subscribers, now has about 450 million mobile phone users[2] and expects another 50% increase by 2010. India has another 143 million and by the end of 2006 was adding almost 5% more per month[3]. Mobile phone usage in low income areas is boosted by the ability to rent phones by the call from the local telephone ladies. Recent research suggests that mobile phones are a crucial tool for economic development. In a typical developing country, an extra 10 phones per 100 people increases GDP growth by 0.6 of a percentage point[4]. It is hard to over-estimate the impact of mobile phones on our lives. By 2002, a global study found that mobiles were responsible for a physical change in those under the age of 25. In a reverse of the body’s evolution to date, the thumb was replacing the index finger as the dominant digit! In Japan, the under-25s refer to themselves as oya yubi [12.8 billion phones in the world. The 3 billionth cellular user will come online during this year. This means that nearly one in two people of all ages and races own and use a mobile phone. It is predicted that there will be 4 billion phones in 2010 [3http://www.wirelessdataforum.org.nz/news/latest-news/gsm-world-congress-a-nz-perspective/ ] Financial Times Jan 5 2007, p 12 [4] http://www.economist.com/opinion/displayStory.cfm?story_id=3742817
- #20 Political – content trumps brand (swiftboat) Personal – Famous for 15 friends (vs.) 5K inbound links like Dooce.com Celebrity / Executive – control / develop your personal brand Co-creation – made up of visitor submissions i.e. Overheard in NYU Product category Gizmodo and engadget these are fantastic examples of category blogs. These blogs are all about gadgets, cell phones, MP3 players, that sort of thing. If you were a product manager and you failed to get your product listed on one of these blogs at launch, well, that would be like forgetting to send a press release and a demo kit to Walt Mossberg at the Wall Street Journal, in fact, probably worse because this is one of the cases where Walt Mossberg is almost certainly is getting the information as well. “unofficial corp” – i.e Microsoft Channel Nine Official Corp – i.e. GM Fastlane or Ford Bold Moves (redefine culture and help to set a new tone) Let’s look at the first one is the GM Fast lane blog and this is a straight on corporate blog, this is Vice Chairman Lutz’s blog, of course it is everything you would expect it to be; it is all about GM, it is all about GM’s products, there is certainly his analysis about the automotive industry and what is going on in it. This has become a great place to collect and kind of get an insiders voyeuristic view of what is going on in the automotive industry. Unexpected – i.e. Simple Human It is this last blog that I really truly love, it is called simple human; simple human makes trash cans and let’s face it, who would ever want to come to a blog about trash cans and trust me, they completely understand that is the case. They are not blogging about trash cans, simple human’s brand identity is all about elegance through superior design, in this case rather than blogging about trash cans, they are actually blogging about a new emerging category of blogs called life hacks and these are like life’s cheat codes, how to figure out how to make a task simpler – that is little know. So for instance, on this screen capture of the blog that day they are blogging about how when your cell phone battery dies you can pull the cell phone battery out of the phone and rub it on your leg for a few minutes until it warms up, put it back in your phone and you get 10 more minutes of talk time. Now that is the kind of ah-ha moment that you want to be associated with; bringing that kind of ah-ha moment to your audience.
- #23 Even more important, they put more of their TRUST in this platform FORRESTER STUDY Why? Because true or not, they see it as coming from someone who isn’t being paid to produce a certain message So, let’s take a look at one of the fastest growing and most influential areas of that platform…blogs.