The document proposes a digital marketing strategy to increase market share for HP's Application Quality Management (APQM) product in Latin American countries. The strategy aims to reach IT professionals through online advertising, email campaigns, search engine marketing, and contests. Tactics include display ads, affiliate marketing, email blasts, and tracking results to optimize the campaign.

1. We can Take Your Business to a New Level !! /

2. Digital Marketing Strategy - August 2008 Application Quality Management (APQM) Campaign

3. Objective To increase market share of the application quality and performance solution in LAC countries.

4. Target Audience Professionals in Information Technology, that work in medium and big companies who hire development from outside vendors or develop their software in-house and need an external process to monitor the quality of the solution provided. Also those vendors (software factories) who want to have a process that helps them improve the quality of their work and certify that quality to their clients.

5. Target Audience These people are always curious and seeking to keep up with new technology advancements, new solutions. They are fact oriented and are user to reading extensive documents with detailed explanations and data. Their friends usually work in areas similar to theirs and they trust their opinions and recommendations.

6. Desired Action We need our target audience to understand the advantages of HP’s Application Quality Management (APQM) product over other solutions they might be considering or already using and buy / refer the product.

7. Media Apertures When They are looking to hire a Software developer factory (or buy software). When They are using digital media: Search (Google) Updating their blogs or browsing other’s blogs (Blogging) Social Networks (personal or professional) When They go out from their offices in order to get updated: Seminars, conferences and training. When They read specialized magazines

8. Strategic Concept Smart people have SMART friends… and they all STRIVE to be even SMARTER .

9. Digital Marketing: Our Strategic Approach E-STRATEGY

10. Tactics How are we going to reach our target and accomplish our objectives? In order to leverage our target’s need to be always up to date and their tendency to share their knowledge and opinion with their peers, we will develop a strategy that interprets quality as a concept that goes beyond technology and transcends to their lifestyle and their friends. Our strategy will rely heavily on viral and the power of communities.

11. Tactics: Use our 5-E’s planning process E-Communication Media apertures and Tactics to reach our target E-Services Destinations or landing pages to engage consumer E-Data and Measurement Data gathering, CRM and performance evaluation. E-Tracking Website Analytics, Conversions rates, Ad Server Reports E-Organization Digital Marketing e-Learning, Webminars

12. Tactics: Sales Funnel Approach The awareness face of the communication strategy will be the entrance to the strategy. Subsequent faces will support the strategy and will be the moments when we will have a more tangible interaction with the target audience. In the following slide, we will describe objectives and tactics for each phase. Awareness Consideration Purchase Use / Recommend

13. Tactics Sales Funnel Approach Objective Tactic To get users to know that HP has tool for Quality Management. To get potential users to get a closer look at the characteristics of the tool To get users to purchase the tool To get users to share their case studies with other potential users. Online Advertising E-mail blast Search Demo Contest Viral E-mail confirming friends have participated and discount coupon towards purchase. Email Case Study Form Awareness Consideration Purchase Use / Recommend

14. Tactics Awareness Online Advertising and Email Blasts (e-Advertorials): online media buy and online media units challenging their users to demonstrate their smartness and their friends’ In order to find apertures and opportunities, first We need to understand our target

15. Cable, internet, mobile and print are their main traditional media

16. In TV , News are the # 1 program preference. Documentaries (health and nature) and International series are more affine with them MORE THAN 40% OF PENETRATION PROGRAMMING PREFERENCES AFFINITY vs. TOTAL POPULATION 40% -20% PENETRATION

17. And to take a buying decision  Direct Mail and Internet are a trustful source IMPORTANCE BUYING DECISIONS AFFINITY vs. TOTAL POPULATION SEL A 25 -64 UPSCALE TARGET

18. Cultural channels are the ones with higher affinity to Upscale target

19. Internet activities preferences

20. Online Strategy Structure APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGN ONLINE ADVERTISING STRUCTURE DISPLAY ADVERTISING AFFILIATE MARKETING LOCAL NEWS PAPERS LOCAL SITES LOCAL BLOGS & VERTICAL SITES REGIONAL PORTALS & VERTICAL SITES E-MAIL BLAST / E-ADVERTORIALS SEARCH ENGINE MARKETING

21. Online Strategy Structure APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGN ONLINE ADVERTISING STRUCTURE AFFILIATE MARKETING LOCAL NEWS PAPERS LOCAL SITES LOCAL BLOGS & VERTICAL SITES REGIONAL PORTALS & VERTICAL SITES E-MAIL BLAST / E-ADVERTORIALS SEARCH ENGINE MARKETING DISPLAY ADVERTISING

22. Tactic Online Advertising Display Advertising – Portals and Vertical Sites We will run interactive formats (RichMedia) in web sites with relevant content to the target. The impressions of the campaign will be segmented by IP to reduced the waste. Suggested Formats: Sky scrapper expander Half Banner with video Supper banner Expander Box Banner with video

23. Sites Recommendation Rich Media Formats. Sections: Home Page, and Technology

24. Sites Recommendation Rich Media Formats. Sections: Home Page, Technology and Telecomunications

25. Sites Recommendation Traffic Rankig #32 Chile Top 100 Alexa 300x250 Format Sections: Home Page & Business

26. Traffic Rankig #17 Colombia Top 100 Alexa RichMedia Format Sections: Home Page & Economy Sites Recommendation

27. Traffic Rankig #62 Colombia Top 100 Alexa 468x60/160x600 Format Section: ROS Sites Recommendation

28. Sites Recommendation Traffic Rankig #17 Costa Rica Top 100 Alexa Rich Media Formats. Sections: Home Page and Economy

29. Sites Recommendation Traffic Rankig #32 Chile Top 100 Alexa 300x250 Format Sections: Home Page & Business

30. Traffic Rankig #17 Colombia Top 100 Alexa RichMedia Format Sections: Home Page & Economy Sites Recommendation

31. Traffic Rankig #62 Colombia Top 100 Alexa 468x60/160x600 Format Section: ROS Sites Recommendation

32. Sites Recommendation Traffic Rankig #17 Dominican Republic Top 100 Alexa RichMedia Format Sections: Home Pago & Dinero

33. Region Sites Recommendation For the pan regional support our recommendation is to implemented the top 3 web properties for internet users in Latin America.

34. La mejor oferta de contenidos Region Sites Recommendation

35. La puerta de entrada a Internet Fuente: Crazylabs 2007 Region Sites Recommendation Gender - Male: 60% - Female: 40% - 13 a 18: 16% - 19 a 24: 20% - 25 a 34: 27% - 35 a 44: 21% - 45 a 64: 16% - ABC+: 54% - C: 20% - D+: 15% - D/E: 11%

36. Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo! Region Sites Recommendation Hotmail – CPM buying Formats Examples

37. Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo! Region Sites Recommendation Hotmail – CPM buying Formats Examples

38. Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo! Region Sites Recommendation

39. Yahoo local users (Monthly) Users Latin America (monthly) Total de usuarios únicos: 38 millones Total de page views: 3.3 billones Alcance: 61% Fuentes: comScore Media Metrix (Mayo 2008); datos internos de Yahoo! (Mayo 2008) Información confidencial - Propiedad de Yahoo! k= miles; m= millones; b= billones Region Sites Recommendation País Usuarios Únicos Page Views Alcance Argentina 5.1m 576m 60% Brasil 10.5m 750m 53% Chile 2.7m 119m 52% Colombia 1.9m 132m 57% México 6.4m 484m 54% Perú 2.7m 460m 44% Puerto Rico 546k 69m 64% Venezuela 894k 51m 56%

40. Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo! Region Sites Recommendation Yahoo News – CPM buying Formats Examples Yahoo Finanzas – CPM buying

41. Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo! Region Sites Recommendation Formats Examples To see animation please press click in screen shot . Home Event – Sponsorship for a day Estimate impression in a Home Event Chile: 817,496 Colombia: 1,215,525

42. Online Strategy Structure APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGN ONLINE ADVERTISING STRUCTURE DISPLAY ADVERTISING LOCAL NEWS PAPERS LOCAL SITES LOCAL BLOGS & VERTICAL SITES REGIONAL PORTALS & VERTICAL SITES E-MAIL BLAST / E-ADVERTORIALS SEARCH ENGINE MARKETING AFFILIATE MARKETING

43. Affiliate marketing High amount of impression We will run video ads, banners over Directa affiliate sites (thousands) with relevant content about Business/Finance targeted by country. Our auction based system will find the display banner ad inventory within our ad network that will perform best for your campaign based on the parameters and goals set. We will set a CPC to guarantee that your campaigns run on each of the selected sites in the network. We measure the CTRs and optimize the campaign on real time using our predictive technology. Then buying more in the sites and formats that are performing better and stopping the ones underperforming

44. Google Affiliate sites Following some of the Web site where the campaign will run: The online ad campaign will segment by country to avoid impression waste in other countries with out campaign influence 1.000 more…

45. Examples of Affiliate Marketing Formats to use with Affiliate Marketing tool. Banners Video Banner

46. Online Strategy Structure APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGN ONLINE ADVERTISING STRUCTURE DISPLAY ADVERTISING AFFILIATE MARKETING LOCAL NEWS PAPERS LOCAL SITES LOCAL BLOGS & VERTICAL SITES REGIONAL PORTALS & VERTICAL SITES SEARCH ENGINE MARKETING E-MAIL BLAST / E-ADVERTORIALS

47. E-MAIL BLAST / E-ADVERTORIALS

48. E-MAIL BLAST / E-ADVERTORIALS

49. Online Strategy Structure APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGN ONLINE ADVERTISING STRUCTURE DISPLAY ADVERTISING AFFILIATE MARKETING LOCAL NEWS PAPERS LOCAL SITES LOCAL BLOGS & VERTICAL SITES REGIONAL PORTALS & VERTICAL SITES E-MAIL BLAST / E-ADVERTORIALS SEARCH ENGINE MARKETING

50. Search Engine Marketing 88% of the percent of internet users use internet as a searching tool of information of products and services. 5 out of 10 users that check information through internet about products and services end up buying. On average, 70% of new visits to a site come from search engines. Google is leader in Search in the region and is the biggest web property in Latin America.

51. Search Engine Marketing Google is the dominant search engine brand across the three product categories Base: Used search engines for the most recent purchase You indicated that you used a search engine to help you decide which product to purchase. Which of the following search engines did you use? Select all that apply Source: Latin America Retail Survey, April 2008. Media-Screen LLC (N = 1004)

52. Search Engine Marketing High segmentation = Quality traffic. Google and Yahoo are the most visited sites. Reach users when the show interest. We pay effectiveness only (Pay per click)

53. Search Engine Marketing - Adwords

54. Search Engine Marketing – Contextual Networks Contents Network

55. Tactics Sales Funnel Approach Objective Tactic To get users to know that HP has tool for Quality Management. To get potential users to get a closer look at the characteristics of the tool To get users to purchase the tool To get users to share their case studies with other potential users. Online Advertising E-mail blast Search Demo Contest Viral E-mail confirming friends have participated and discount coupon towards purchase. Email Case Study Form Awareness Consideration Purchase Use / Recommend

56. Tactics Consideration Demo: we will invite users to see a demo with the promise that after seeing it they will have learned something new which contributes to them being smarter. The demo will show the functionalities of HP‘s APQM tool. Contest/Viral: After going through the demo, users will be invited to enroll in a contest where they will be challenged to answer 1 daily question about technology. The answer won’t be easy. Users will be able to answer questions individually or as a team. In order to become a member of a team, each person will have to see the demo. The bigger the team the more chances they will have to win (collective wisdom). 10 members of the winning team will travel to Boston to take a seminar at MIT.

57. Tactics Sales Funnel Approach Objective Tactic To get users to know that HP has tool for Quality Management. To get potential users to get a closer look at the characteristics of the tool To get users to purchase the tool To get users to share their case studies with other potential users. Online Advertising E-mail blast Search Demo Contest Viral E-mail confirming friends have participated and discount coupon towards purchase. Email Case Study Form Awareness Consideration Purchase Use / Recommend

58. Tactics Purchase E-mail confirming friends have participated and discount coupon towards purchase : we will send an email to each participant confirming that their friends have seen the demo and have participated in the contest. We will also send them a coupon with a discount towards the purchase of the tool.

59. Tactics Sales Funnel Approach Objective Tactic To get users to know that HP has tool for Quality Management. To get potential users to get a closer look at the characteristics of the tool To get users to purchase the tool To get users to share their case studies with other potential users. Online Advertising E-mail blast Search Demo Contest Viral E-mail confirming friends have participated and discount coupon towards purchase. Email Case Study Form Awareness Consideration Purchase Use / Recommend

60. Tactics Use/Recommend Email/Case Study Form: after the user has purchased the tool we will send them an email inviting them to share stories about the benefits they’ve seen after using the tool. Every time a case study is uploaded we will send an email to all the participants sharing with them the success of those who purchased the tool.

62. Thank You!!