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Integrating digital channels for campaign success
- 3. INTEGRATING DIGITAL CHANNELS FOR CAMPAIGN SUCCESS
- 4. DISCLAIMER NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE IC. INTER NET. SOME OF THE CAMPAIGNS ARE FULLY INTEGR ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES N NOT R EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE INTER IC. NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I IC R EALLY LIKE DIGITAL MAR KETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I IC. FOUND SOME OF THEM ON THE INTER NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MAR KETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE IC. INTER NET. SOME OF THE CAMPAIGNS ARE FULLY INTEGR ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES N NOT R EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE INTER IC. NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I IC R EALLY LIKE DIGITAL MAR KETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I IC. FOUND SOME OF THEM ON THE INTER NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MAR KETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE IC. INTER NET. SOME OF THE CAMPAIGNS ARE FULLY INTEGR ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PURPOSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES N NOT R EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MARKETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I FOUND SOME OF THEM ON THE INTER IC. NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I IC R EALLY LIKE DIGITAL MAR KETING. NOT ALL OF THE CAMPAIGNS I AM TALKING ABOUT W E CR ER EATED BY PANCENTR I IC. FOUND SOME OF THEM ON THE INTER NET. SOME OF THE CAMPAIGNS AR FULLY INTEGR E ATED W ITH ON AND OFFLINE CHANNELS. I W ILL ONLY BE TALKING ABOUT THE ONLINE ELEMENTS FOR THE PUR POSES OF THIS PR ESENTATION. MY OPINION IS MY OW AND DOES NOT R N EFLECT THAT OF PANCENTR DIGITAL.. I R IC EALLY LIKE DIGITAL MAR KETING.
- 5. EX #1
- 6. EX #1
- 7. EX #2
- 8. EX #3
- 9. EX #3
- 10. EX #4
- 11. EX #4
- 12. W AM I TALKING ABOUT HY INTEGRATION?!
- 13. “W need to have an engaging hook e and a real point of difference. A full 360 digital campaign is required”
- 14. “W are looking for a digital agency with e experience in integrated digital campaigns to develop & implement a brand communication strategy for us”
- 15. “Develop concepts and creative across various media and integrate across all nominated channels ”
- 16. CONVERGENCE
- 17. BUT… DON’T JUST TAKE MY W ORD FOR IT!
- 18. Using our both email and social together results in an increase of up to 28% in open rates
- 19. The impact of running a campaign across multiple platforms tends to result in higher overall sales and a superior ROI W PP
- 20. Multichannel campaigns are better at driving effectiveness than single channel activity. 78% of cases with three channels demonstrate hard business effects IPA/ Smart Insights
- 21. 5% - 40% of all branded search traffic is driven by upstream media
- 22. LET’S JUST CHECK W HAT W MEAN BY E INTEGRATION
- 23. INTEGRATION • Advert i s i ng- l ed i nt egrat i on - channel s uni f i ed ar ound a com on cr eat i ve i dea / m ‘ m chi ng l uggage’ appr oach at • B rand i dea- l ed ‘ orc hes t rat i on’ - uni f i ed ar ound a shar ed br and concept or need st at e pl at f or m of t en bui l t ar ound cor e , br and val ues of t he or gani sat i on. • P art i c i pat i on l ed ‘ orc hes t rat i on’ –cr eat e a com on di al ogue or conver sat i on m IP A
- 25. SO… HOW DO W INTEGRATE? E W HERE DO W START? E
- 28. TIP #1 THE BIG IDEA
- 29. HANG ON A SEC… STRATEGY OR TACTICS?
- 33. STRATEGY OR TACTIC? Cut over - excessi ve pr est i ge f r om pr i ces, of f er i ng qual i t y and com or t m e f or econom cal l y i STRATEGY
- 34. STRATEGY OR TACTIC? The M an Your M an Coul d Sm l Li ke el STRATEGY
- 35. TIP #2 INSIGHT • St ar t wi t h t he cust om er – W e do cust om s want t o engage her er wi t h us –W hen do t hey want t o engage wi t h us – How can we m ake i t easy t o engage wi t h us • W e and when ar e t hey onl i ne her and how can we be t her e t oo!
- 36. TIP #3 CHANNEL MIX
- 37. TIP #4 MESSAGING
- 38. TIP #5 KNOW YOUR BRAND • • • • Gui del i nes Pur pose Obj ect i ves Tone of Voi ce
- 39. TIP #6 SET KPIS • Two t ypes: – Cam pai gn l evel KPI s – Channel l evel KPI s • Cr eat e a r epor t t hat shows THE BI G PI CTURE
- 40. TIP #7 TRACK/ REPORT • El evat e your t r acki ng expect at i ons f r om wher e t hey ar e now • Shar e M bet ween di sci pl i nes I and m edi a • Use i nf o t o m ake sm t er ar m ket i ng and busi ness ar deci si ons • Thi nk about channel at t r i but i on
- 41. TIP #8 LEGAL M ake sur e your l egal depar t m ent i s up t o dat e wi t h t echnol ogy And i f t hey ar e not , t hen hel p t hem out so t hey can under st and how of t en ant i quat ed r ul es appl y i n t he New W l d. or
- 42. TIP #9 REMEMBER OFFLINE Rem ber what ?! em
- 43. W AREN’T W ALL HY E DOING IT?
- 44. 27% ORGANISATIONAL STRUCTURE 23% CURRENT TECHNOLOGY 22% W ORKING W ITH MULTIPLE AGENCIES/ SPECIALISTS 20% LACK OF CROSS-CHANNEL EXPERTISE 19% ALL OF THE ABOVE! EMARKETEER.COM
- 45. W HAT HAVE I BEEN SAYING? HERE’S A SUMMARY
- 46. SUMMARY • • • • • • • • • Have a bi g i dea Use i nsi ght Choose your channel m x i Thi nk about your m essagi ng Be t r ue t o your br and Be cl ear about your KPI s Tr ack Legal Of f l i ne
Editor's Notes
- Thanks for all coming over what is most people’s lunchtime. This must mean you’re all really keen and dedicated which is good because there’s a tony bit of audience participation shortly.
- Today I’m going to talk about integrating digital channels.
- I acknowledge that it’s impossible not to include some elements of offline activity in my examples.
- First Direct In an effort to bring more transparency to its marketing, First Direct ran a campaign that involved visualising brand mentions from social media.
- The online bank created a dedicated microsite that showed comments from sites including Twitter, Facebook and MoneySavingExpert. The aim was to target London commuters, so a variety of digital formats were used including Underground track projections, big screens at 26 major Rail stations, digital escalator panels and LCD screens at Underground stations, as well as static tube car panels. Online, they launched a series of direct response and brand display adverts. The campaign messages were refreshed on a daily basis, and incorporated live streaming of the data from the campaign microsite. Direct response adverts were also run in the press. First Direct also drove engagement by inviting visitors to comment in their blogging area, Talking Point. The comments were then fed into visual displays, which were then posted on over 8 million other websites.
- Israel put a unique digital spin on the global “Share a Coke” campaign. So consumers were already able to personalize cans and bottles of Coca-Cola with their first names. This went a step further and turn the country’s most visible billboards into interactive signs that greeted people by name. More than 100,000 consumers downloaded a location-based Coca-Cola app, which used geofence technology to sense their proximity to the special billboards and transmitted their names to the signs. As consumers got near the sign, they received a message alerting them to look up and see their name in lights.
- In preparation for the launch of its 4G network, O2 encouraged consumers to explore technology, with a multi-million pound ad campaign that introduced the 'Be More' brand strategy. The campaign was both engaging and memorable
- O2 wanted to re-position itself as a beacon of positivity in this campaign, which encouraged consumers to "be more dog". The ad tells the story of a cat that starts swimming in ponds, fetching sticks and chasing cars after deciding to become less aloof and more enthusiastic, like a dog. The campaign objective was to persuade consumers to be less cynical and embrace new technologies. TV, cinema, press and poster ads led with straplines including 'life's a stick, go chase it', alongside a big social media drive. A dedicated website accompanies the campaign, encouraging users to drop 'dog bombs' on friends. If you visited the website you could use a unique code whereby you could play a game to throw a frisby from your phone to the cat and have it try and catch it.
- The Man Your Man Could Smell Like Everyone’s seen the TV ads but it was when this campaign was taken across social channels that it became truly engaging and dominated discussion in social media. http://www.dandad.org/learning/case-studies/old-spice-response-campaign
- Launched in February during the Super Bowl. It featured Isaiah Mustafa, a former NFL athlete. The Media-buy targeted environments where couples watched together. Overwhelming success led to encore performances but this time ones that were more engaging around having conversations with fans on a 1-1 level This was called: The response campaign Isaiah Mustafa responded directly to YouTube comments, Tweets, Yahoo! Answers and blog posts about him in 117 publicly available, timely and personalised video messages. In a very clever tactic, to ensure maximum coverage Old Spice replied to some of the most popular personalities on Twitter, such as @Biz (Twitter co-founder), @ryanseacrest (TV personality), @kevinrose (Digg founder), @Alyssa_Milano (actor), and@guykawasaki (social media thought leader). Blogger Perez Hilton’ s video response has already clocked up over 115k views. Also, media outlets like GQ, Huffington Post, Gizmodo and The Ellen Show.
- It’s great to understand all the digital channels at your disposal as a marketeer. Many agencies are now set up in channel departments specifically so clients have access to specialist across the disciplines. However, these shouldn’t be looked at in isolation and you should always think about the appropriate channel mix to reach your audiences.
- Some of the things we’ve been getting asked for from our clients
- as the media landscape becomes ever more fragmented, the desire to run an integrated campaign across a range of touchpoints pervades
- As devices and channels are converging, people’s behaviour is changing. They are device agnostic and expect to access information where and then they are, on any device – sometimes more than one device at a time! The lines are blurring between: Devices Channels Platforms And so should your marketing planning be!
- The increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need an integrated digital marketing strategy in order to engage and converse with their consumers.
- Essentially 1+1 = 3 when incorporating more marketing channels into a campaign.
- Here’s a truly integrated one for you that includes offline media too: such as television, print and radio
- The last point there has emerged in recent years, partly driven by digital media.
- Overwhelming number of channels available Digital presence management on owned social media Content marketing – podcasts, infographics, video Online engagement – PR, email, social communities Mobile – apps, sites, location based services, SMS, geo-location
- Gartner’s mind-blowing digital marketing transit map Illustrates the breadth and depth of digital marketing. http://chiefmartec.com/2013/06/gartners-mind-blowing-digital-marketing-transit-map/
- Some people call this strategy, slogan, theme. In an integrated campaign, the strategy is then executed across all media It’s generally a distillation of your product or company’s competitive benefit made real and actionable to your target market. Whatever it is, it has to run throughout all the channels you use, all communications and every part of your execution so that no matter where a consumer sees or hears you, the same theme is being reinforced. Some examples: Nike – Just Do It Sony – Make. Believe Sainsbury’s – Live Well For Less These things are truths in every part of what these brands do.
- Strategy is a strong overarching vision, intended to fulfill your predetermined goals and objectives. Strategy is the plan that ensures all your day to day activities (tactics) contribute to your monthly, quarterly and annual business goals. Tactics are the methods used to achieve the objectives against the strategy
- This is where you guys come in…
- I’ll give you one to get us started Thank you to http://charliesaidthat.com/digital/digital/difference-between-marketing-strategy-vs-tactics-an-example/
- Because today’s consumer accesses media using a variety of platforms and devices simultaneously, establishing your brand presence everywhere that your audience lives makes it more convenient for them to reach our and respond to you. Typically, an integrated marketing campaign involves using multiple media platforms which refer to each other. We want to join the party! Our approach is the look at the customer first – his or her preferences, buying patterns, media exposure, and other factors – and then expose that customer to products and services that fit the customer’s needs via a mix of communication methods he or she finds attractive and credible Looking back to the Old Spice example, their campaign was derived from the insight that women made way more than half of all body wash purchases Looking at the Response Campaign for Old Spice again, they tapped into existing behaviours online rather than trying to create new ones by creating response videos to customer questions and comments. It’s important to note that Channels are not mutually exclusive – you can use insights from one channel to inform activity on another. PPC and web content for example. http://www.the-dma.org/dmef/researchsummit/HandoutCreative.pdf
- If you can provide relevant communication at key points in a client’s lifecycle, you will increase sales. Successfully integrating channels requires understanding how a business works across a multi-channel environment – and considering channels as an integrated network, rather than individual delivery mediums. We looked earlier at the wordle, which demonstrates how the number of channel options is massive, continually increasing and fragmenting. Use this as an opportunity: with niche products such as some financial services products, it allows specific targeting that is impossible with broadcast media. In this example, Hiscox targeted SMEs using WiFi at train stations, supporting the online message with digital boards.
- A brand message which is echoed simultaneously across multiple media channels is better able to communicate to consumers in a powerful, impactful and memorable way. In order to truly get your message across, your integrated marketing campaign needs to deliver a consistent message across the board, so that each platform feeds into an over-arching narrative strategy, and works simultaneously to promote the end-goal of the campaign. It’s not necessarily about repeating the exact same message across ever channel, rather translating the theme or idea in a way that is channel appropriate.
- Be true to the brand throughout Be authentic I was just reading this mornign about the rise of the PrankVert In the style of Trigger Happy TV, prankverts are branded content videos that use hidden cameras to ‘prank’ the public.So the particiapnts have no idea that they’re playing a part in the creation of a video or TV spot but the hope is that it will (hopefully) go viral. Pepsi in the US has had the most success with a prankvert. As sponsors of NASCAR racing champion Jeff Gordon, they created a prank video of Gordon, with the help of prosthetics to disguise his identity, taking a Chevrolet Camaro for a test drive with an unsuspecting dealership salesman. However, as you can imagine, this was no normal test drive; with Pepsi positioned as the brand that pushes things to the max, they did not hold back.This worked because the execution stayed true to the brand personality.
- Set Objectives at campaign and channel level so you know what each channel is supposed to deliver as well as what you expect from the overall campaign.
- Tracking allows you to plan more efficiently across different channels and calculate optimal spend levels across the channel mix. As the media landscape continues to be more fragmented and we rely on a number of different channels, this leads to increased difficulties in splitting out the impact that individual elements of the campaign are contributing to its overall success. I’m not going to delve into detail here about the frequency approach to media consumption and measurement, modelling and the nuances of weighting the different media. Plus depending on your campaign, the types of things you measure and how you measure them will vary. It sufficient at this stage to say that you should track your channel’s effectiveness both individually as part of the overall campaign. You can’t really measure these channels in silos. In August of 2012, Google issued a study of multi-device consumers which found that 90% move sequentially between several screens to accomplish a task. As we as marketers support this channel switching behaviour with online communications, it leads to the need for an attribution model than can account for this multi-touchpoint behaviour. The problem is if you measure channel-specific tactics in isolation, they don’t account for the fact that they work together. Imagine if you were just measuring the impact of search in a silo. If you saw search is outperforming everything 10 to 1, you’d likely pull money out of TV or some other vehicle and put it into search. As a result, your search effectiveness would actually decrease, because the channels that were driving search traffic would be gone.
- Any good marketeer will know that just an online channels shouldn’t be considered in isolation, neither should on and offline.
- Leading challenges to marketing integration according to US Online Marketeers, June 2010
- Thank you. Now I think we’re going to open it to the floor for questions.
- You can come and talk to me 1 to 1 later on. I’m around for the next couple of hours
- http://www.slideshare.net/gearyinteractive/integrated-marketing-campaign-strategies