Post on 21-Oct-2015
description
ADVAN DIGITAL MARKETING
Agenda
1
2
3
4
5
What is digital Marketing? Communication across electronic channels that
encourage interaction and sharing
Digital platforms mean much more
than „online‟
Global Landscape
Spend and Trends
Year on Year global advertising spend
growth
4.9% 5.0%
0.5%
4.1%
12.8%
3.7% 3.4%
-0.1%
2.4%
11.7%
2.7%
3.7%
-1.5%
2.9%
6.7%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
All Advertising TV PRINT Other Traditional Online
Global Europe US
2012 Online Spend projected at 18% of global ad spend ($83.2bn)
Online
opportunities are
changing the
game
Where is money spent online?
Spend Breakdown, 0
Search, 46%
Display, 21%
Facebook, 3%
Classified, 10%
Rich Media, 6%
Lead Generation, 5%
Em
ail, 1
%
In 2011, Search
still accounted
for almost 50%
of all digital
spend
This has been
consistent over
the years
Talking Search
Paid and organic search
What‟s interesting about display? Rich
media and video
Personalized web
Over 1 million downloads daily
Over 500m downloads worldwide - Apps
• Social Search (Approval rating)
– Recommendation to a friend (“WoM marketing”)
Google +1
+1 is a functionality that can be added to our corporate and activation sites
For now +1 is for search but will soon be used for content sharing
Lady Gaga launched her new album in
Farmville
Produced by 15
Trending, hashtags @#$
What do these all mean?
The Arab Spring
– social, mobile
and viral
What to look out for in the nearest
future
The Future of Digital - Integration
Apple is world's most valuable company after iPhone
frenzy drives record profits – a big contender
apps market is worth $7.68bn
apple owns 90% of paid apps revenue
Google may be the largest threat yet. They have the
strongest cross platform network bar none
NIGERIAN LANDSCAPE
Nigerian Digital Media
Landscape at a glance
Content, Search, Social and Facts
These lead browsing behaviour in
Nigeria
Mobile browsing has surpassed
desktop browsing for 3 months
running
Mobile usage is different for each
segment but youth usage is highly
social
Sophistication of top 10 handsets has
increased over the year
45m Nigerians online Top 20 most visited sites by Nigerians
Source: Alexa
0
50
100
150
200
250
300
350
400
Daily unique users (000)
Vanguard is the largest Nigerian Site
Twitter data is under represented due to media consumption methods.
E.g. Twitter apps on mobile etc.
Search is big - Google has the largest reach
Youtube is 5th most visited site
Digital landscape Implications
Mobile web keeps growing
Cost of android phones are on a decline
• Growth of android phone are rising
• Google purchased Motorola mobility last
year
Blackberry searches/ interest is strong
• in rural areas and semi urban – Kwara
Mobile web remains key
• Mobile Web is larger than PC Web, this will
increase
Android mobile applications to be a good
investment
• Mobile phones sophistication will increase
amongst lower market segments
Blackberry apps are important in the short
and mid term
Mobile Application Landscape in Nigeria
Mobile
Mobile usage is hugely
call related
Mobile chat services
are a hit
Mobile usage is
different for each
segment but youth
usage is highly social
Sophistication of top 10
handsets has
increased
How is digital consumed?
Rise of the Mobile Web
25
30
35
40
45
50
55
60
65
70
75
Jan 2010 Feb 2010 Mar 2010 Apr 2010 May 2010 Jun 2010 Jul 2010 Aug 2010 Sep 2010 Oct 2010 Nov 2010 Dec 2010 Jan 2011
Desktop Mobile
65%
35%
The mobile Internet is becoming the sole or
primary access method for many
• Recent studies show that for roughly 50% of African mobile internet
browsers, use this as the primary access method
Countries: Egypt, South Africa, Ghana, Nigeria, India, Indonesia, Thailand, China, US, UK and Russia
70%
59% 57% 55% 54% 50%
44%
32% 30% 25%
22% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
% M
ob
ile
Bro
ws
ers
Mobile Internet Users Who Never or Infrequently Use the Desktop Internet
Emerging markets „mobile only‟ browsers
are mostly under 25
• In emerging markets like Nigeria, the vast majority of the „mobile only‟ are under 25,
the vast majority are male and many are in education.
76% 72%
42% 24%
24% 26%
58% 76%
0%
20%
40%
60%
80%
100%
Nigeria India UK US % M
ob
ile
On
ly G
en
era
tio
n
Mobile Only Generation
Under 24 Over 25
Countries: Nigeria, India, US, and UK Date: July- November 2010
Content, Search, Social and Facts These lead mobile browsing behaviour in Nigeria
• Over 50% of mobile browsers go to sites for downloading games and music
• Communication services such as social networking (FB) and email are
popular
• Almost half of respondents use search (Google)
55% 54% 52% 48% 46%
44% 43% 43%
35% 32%
30%
0%
10%
20%
30%
40%
50%
60%
% M
ob
ile
Bro
ws
ers
Top Genres of Mobile Internet Sites – Africa 7
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal
Date: October 2010
2go Demographics
1,200,000 Lagos
560,000 Abuja
500,000 Rivers
450,000 Kaduna
350,000 Delta
3% 6%
46%
21%
11%
8%
5%
12 - 15 16 - 19
20 - 23
24 - 26
27 - 30
30 - 35
35+
9,0
00
,00
0 N
ige
ria
n S
ub
scrib
ers
Consumer Behaviour is changing
TV Video
Single
Use
Multiple
Use
Socialize Social
Networks
Phones Mobile
Devices
Source: TVB 2010, Knowledge Networks
Broadcast
messages Consumer
interaction
Guaranteed
reach
Highly
fragmented
Highly
targeted
Campaign
focused
Dominant
Ongoing
dialogue
Then now
Social influence on subsidy protests
Youtube, BB, Facebook – #OccupyNigeria
Engagement on the go, Social is mobile
Language evolution
Still Searching . . .
One thing remains clear
Content is king and Usability is
queen
Museum of Me
Strengths of digital
Increased Share of Voice Digital platforms are not as congested as traditional media channels
Better Targeting Tactical Response
Engagement and interaction More measurable
Set Back: Data Ownership
Do these ideas work locally?
Here are some case studies
Category
Insert Visual (s) here
Insert Visual (s) here Insert Visual (s) here
Product Femcare Sanitary Pad
Market Nigeria Timing 2009
• Consumer does not want to keep checking her protection every time.
• Drive new communication awareness of brands superior protection
• Recorded over 20,000 fans, 5 star post quality,
downloads of TVC, wallpaper and ringtone
• High consumer participation due to consistent
page management and content
Medium Digital
Budget $
Challenge
Results and Learning
Create a community of young ladies enabling them talk about hygiene
• Drive fan take-up
• Facebook page served as point of convergence for TG & their peers
• Extend the TVC online
Solution
Category Product Real Estate Real Estate
Market Nigeria Timing 2011
• Recruit HNIs willing to purchase Real Estate locally and in Dubai
• In the last 5 months the Nigerian ICM CPC is 17% less (avg) than the CPC for Nigerian Display
• Building 1 more ICM campaign on top of the 2 ICM campaigns they already have
‘High Quality Leads that Don’t Break the Bank”
Medium Digital
Budget $
Challenge
Results and Learning
• Lead Generation campaign based on recent browsing behaviour – Interest Category Marketing
• Reach Clients with Recent interest in Property to ensure relevant and effective advertising
• High Quality leads to give sales team best chance of conversion
• Target CPA to be met to guarantee campaign efficiency and ROI
Solution
How is it measured?
• Third party ad tracking online and mobile: e.g.
Doubleclick, SmartAdserver, eyeblaster
• Social ad monitoring, management and optimization tool
– Alchemy – Social pages have engagement and page interaction data – TAT, post “virality”, most viewed pages, external
referral sites etc
• When using multiple sites, it is important to use an ad-
server – One central location, eliminate reporting discrepancies; media audits
– Enjoy integrated reporting, consistent measurement, and a better understanding of customer interactions
with your brand across sites
– Understand the true reach of a campaign
– What happens beyond the click etc
– Post impression tracking