Post on 13-May-2015
description
Seminar: Exploring the opportunities of
digital direct marketing for your business
Presented by:
Mike Berry Dip DM, F IDM Ghent, June 7 2011
© 2011 Mike Berry Associates
The opportunities of digital direct
marketing for your business
Presented by:
Mike Berry Dip DM, F IDM Ghent, June 7 2011
Hello! I‟m Mike...
• Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,
Head of Digital EMEA for Jack Morton (Interpublic)
• In digital marketing since 1995 (ish)
• Worked with brands in B2C, B2B, Charities
• Integrated marketing background
• Professor of Digital Marketing, Hult Business School
• Fellow, Trainer and Consultant for IDM
©2011 Mike Berry Associates
A consultant
“Borrows your watch, tells you the time, then sends you an invoice.”
©2011 Mike Berry Associates
Brands I have worked with.
©2011 Mike Berry Associates
What about you?
©2011 Mike Berry Associates
What about you? <with a twist>
• Name, company and why are you here?
• What Digital Marketing have you done?
• What areas of digital marketing would you
like to know more about?
• What‟s your favourite website? Why?
?
©2011 Mike Berry Associates
Timetable for today
09.00 Start: Session 1
11.00 Coffee
11.15 Session 2
12.30 Lunch
14.00 Session 3
15.15 Coffee
15.30 Session 4
17.00 Close
©2011 Mike Berry Associates
About today
• YOU WILL GET THE SLIDES
• Only a day
• Overview of big (and growing) range of
activities
• Plenty of content
• Share stuff
• Ask questions
• Challenge
• Enjoy!
©2011 Mike Berry Associates
The digital marketing toolbox
The world is changing...
©2011 Mike Berry Associates
The world is changing...
“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it‟s the people who are taking control.”
Rupert Murdoch, Wired magazine
©2011 Mike Berry Associates
The world is changing...
“ Less than a decade ago, people described the act of „going online‟ as venturing into some foreign realm called „cyberspace‟. But that metaphor no longer applies. Facebook, Twitter, Flickr and all the other newcomers aren‟t places to go, but things to do, ways to express yourself, means to connect with others and extend your own horizons. Cyberspace was somewhere else. The Web is where we live.”
Source: Newsweek
©2011 Mike Berry Associates
Trying to keep up with digital
is a bit like this...
©2011 Mike Berry Associates
“As we know, there are known knowns. There are things we know we know.
We also know there are known unknowns. That is to say we know there are some things we do not know.
But there are also unknown unknowns, the ones we don‟t know we don‟t know.”
Donald Rumsfeld,
former US Secretary of Defense ,
at Press Briefing February 12, 2002
after Confucius
©2011 Mike Berry Associates
Jargon
New media
E-marketing
Interactive
DIGITAL
Online
©2011 Mike Berry Associates
Jargon
It doesn't really matter
what we call it- it‟s how we think and
what we do...
©2011 Mike Berry Associates
Today
• How digital has changed marketing
• Online Display
• Search
• Social Media
• Affiliates, Viral, Mobile
• A look ahead: the next big things
• Summary
©2011 Mike Berry Associates
It‟s about knowing your customers
• How old are they?
• How much money do they have?
• Where do they live?
• What do they like doing?
• How do they relax?
• What drives them?
• What do they aspire to?
But how?
We can guess...
Or we can find out!
• Data may be your organisation's biggest asset
• Sales/ transactions
• Enquiries
• Customer service
• Web analytics (clickstream, site stats +++)
• Ask them
• On-site surveys!
“Data Is The New Oil” Clive Humby: Founder, dunnhumby
All data can help; in the right hands
DM agency
Database Agency
IT
Customer Services
Sales
Finance
Online team
Digital agency comScore/ Hitwise/ Alexa
(Facebook?)
Customer/ prospect
data
Web Analytics data
Let‟s drill down... CUSTOMER DATA
• Personal
• About identified individuals
• About real behaviour
WEB ANALYTICS DATA
• Aggregated
• Anonymous
• About real behaviour
The opportunity
+ =
Data is the key
“How much value lies untapped in existing corporate and
public data streams? My guess is a lot. How many
companies are truly joining up their data to extract and
interpret the kind of intangible insight that has real tangible
value? My guess is very few. That, to me, has opportunity
written all over it.”
<Neil Perkin: Predicting The Unpredictable
http://neilperkin.typepad.com/only_dead_fish>
How digital has
changed marketing
©2011 Mike Berry Associates
What is marketing?
• Bringing buyers and sellers together
• Meeting customer needs; profitably
• Combination of:
product, price, place and promotion
(Kotler)
©2011 Mike Berry Associates
Marketing communications
• Delivering the right message
• Via the right channel
• To the right individual
• At the right time
EASY, huh?
©2011 Mike Berry Associates
What is digital marketing?
• Electronic communications
• Reaching consumers/ business purchasers
via a screen, interactively
• Internet marketing (via desktop PC, Mac,
iPad, Mobile device)
• “What digital marketers do...”
©2011 Mike Berry Associates
Planning Digital Marketing
Understanding the growing range of digital tools and employing them appropriately to enhance every
brand communication
©2011 Mike Berry Associates
Planning Digital Marketing
Understanding the growing range of digital tools and employing them appropriately to enhance every
brand communication
Mobile
Website Design and Build/ Usability
E-mail Marketing
PPC
Virtual Worlds
Social Media
Blogs podcasts
Viral marketing SEO
Web Analytics
©2011 Mike Berry Associates
Affiliate Marketing
It‟s all new!
„Old‟ Media:
• Posters (ancient Egyptians, Greeks, Romans)
• Newspapers (1830s)
• Commercial Radio launched (1920 US;1973 UK)
• Commercial TV launched (1941 US;1955 UK)
©2011 Mike Berry Associates
It‟s all new!
• iPod
• Microsoft
©2011 Mike Berry Associates
When were they launched?
• Microsoft launched 1978
• Google launched 1998
• iPod launched 2001
• Facebook launched 2004
• Twitter launched 2006
©2011 Mike Berry Associates
We‟ve come a long way...
©2011 Mike Berry Associates
http://www.youtube.com/watch?v=gCMzjJjuxQI
©2011 Mike Berry Associates
We‟ve come a long way...
©2011 Mike Berry Associates
We‟ve come a long way...
©2011 Mike Berry Associates
Changing everything. Again
and again.
There‟s further to go...
There‟s no going back...
©2011 Mike Berry Associates
The internet has changed everything...
©2011 Mike Berry Associates
? hours in the day...
©2011 Mike Berry Associates
We‟re all multi-tasking...
©2011 Mike Berry Associates
Two and three screeners (Laptop, TV, Phone/iPad)
Heineken „dual screen‟ game
• Heineken StarPlayer: live football game that lets fans watch UEFA Champions
League matches on TV whilst playing it in real-time on a computer, iPhone or
iPod touch
• „Dual screen‟ digital initiative transforms TV watching into a social interactive experience for football fans. The game taps into competitive banter of the
fans by creating a live TV game experience that can be played from
wherever they are watching the game
• Overlay to live football matches, first global example of a social media
gaming platform. Fans watch the football on TV while playing StarPlayer in
real-time, anticipating events on the pitch live and making decisions on what
will happen in next few seconds
• „Dual screen‟ technology involves time-dependent decisions on play
Heineken „dual screen‟ game
• To score points, fans anticipate what will happen at key moments such as corners,
free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the
next 30 seconds. With every correct forecast, fans gain points. Through the
„Interactive Champions League‟, they can also compete and share with their friends via Facebook and with other players around the world.
“StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and
enjoying the matches. For Heineken to be able to bring the excitement and
competition of these premium matches to the actual fingertips of the fans through
the cutting edge „dual screen‟ technology of Star Player really showcases our commitment to providing extraordinary innovative experiences for fans.”
Floris Cobelens, Global Head of Digital, Heineken
Heineken „dual screen‟ game
• Leverages
sponsorship
• Recognises most
football is viewed on
TV by lone males
• Adds a real-time
„social‟ element • Heavily branded
How would we live without the internet?
• Buying a new house
• Buying a new car
• Choosing and booking a holiday
• Sourcing a new supplier at work
• Preparing for a meeting with a new contact
• Choosing a training course
• ???
©2011 Mike Berry Associates
“It is not the strongest of the species that
survives, nor the most
intelligent that survives.
It is the one that is the
most adaptable to
change.”
Charles Darwin
Words of wisdom
©2011 Mike Berry Associates
Traditionally...
©2011 Mike Berry Associates
The internet has changed the world
©2011 Mike Berry Associates
The world is changing...
©2011 Mike Berry Associates
The world is changing...
©2011 Mike Berry Associates
...but some things stay the same
“You can‟t bore people into buying.”
- David Ogilvy
©2011 Mike Berry Associates
From the days of „Mad Men‟
“The consumer is not a moron. She is your wife.”
- David Ogilvy
David Ogilvy,
, 1963
©2011 Mike Berry Associates
To paraphrase...
The buyer is not an automaton....
©2011 Mike Berry Associates
The buyer is not an automaton...
..(s)he is a human being
©2011 Mike Berry Associates
Individual Company Exercise
• What kinds of digital marketing does your
organisation do?
• How is Digital marketing planned,
implemented and measured in your
organisation? Who is responsible for each of
these activities?
• How well is digital integrated with offline?
• What could be done better?
©2011 Mike Berry Associates
The digital marketing toolbox
• Online display
• Search
• Social Media
• Affiliates
• Viral
• Mobile
©2011 Mike Berry Associates
Online
Display
©2011 Mike Berry Associates
Online DISPLAY ads
• Permission?
• Or INTERRUPTIVE?
Online Advertising:
interruptive or permission-based?
• Surprise the user
• Grab their attention
OR:
©2011 Mike Berry Associates
Online Advertising:
interruptive or permission-based? • Surprise the user
• Grab their attention
OR:
• Ask permission
• Invite engagement?
©2011 Mike Berry Associates
Cost per engagement?
• “In general, the industry suffers from the emphasis on click-through rate. I feel very confident
based on results that we're
seeing, especially when friends
are recommending to friends. Research shows that, on average,
people are 68% more likely to
remember seeing the ad if their
friend has recommended it and twice as likely to remember the
message of the ad. (Nielsen). To
us, what's more powerful than click-through is, “Are people paying attention to the message and remembering it?” ”
Carolyn Everson
VP-global sales, Facebook
April 2011
Online display
• The most like traditional press advertising
• Banners like strip on a newspaper magazine
page
• Debate: interruptive formats vs. permission
• Stunning effects rapidly get boring/ annoying
• Just because it can be done doesn't mean its
right for your brand
• TEST but also apply judgement
©2011 Mike Berry Associates
How online display advertising works
<source: nma.co.uk>
Ad Servers
Statistics Database
Delivery & Tracking
ROI Reporting
User
Publisher
Publisher Ad Server
AD
URL
User goes to a site. The site loads,
Page needs an advert to be placed on it
1 The ad serving system looks for an appropriate ad based on all the ad schedules it holds
Once the ad is chosen it is served, and a record kept of this.
3
How adserving works
2
Basic online advertising formats
©2011 Mike Berry Associates
(300 x 250) MPU
• Homepage auto-play
• 30p CpC
• 10m impressions
per day
©2011 Mike Berry Associates
(160 x 600) Super Skyscraper
©2011 Mike Berry Associates
Push-down Leaderboard (CpR)
Expands in size from 728x90 pixels to 728x350
©2011 Mike Berry Associates
L-shaped banner
©2011 Mike Berry Associates
Homepage takeover
©2011 Mike Berry Associates
Shake them up!
http://www.youtube.com/wariolandshakeit2008
Surprises can be good…
http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html
And of course……Facebook
|
http://www.facebook.com/adsmarketing/
• Information you need
CPM Rate
Click Through Rate (CTR)
Conversion rate from „Click‟ to „Action‟
Trading: Calculating estimated
CpAs for CPM campaigns
©2011 Mike Berry Associates
Trading: Buying models
• Cost per Thousand (CPM)
• The classic media buying currency • Rewards media owner purely on their audience size and composition
• Cost per Click (CpC)
• Search marketing, directories & comparison site listings
• Rewards media owner for response, not reach
©2011 Mike Berry Associates
• Cost per Sale (arrival, lead, acquisition,
registration)
• Affiliate marketing • Some e-commerce and partnership deals
• Media owner takes most of the risk
• Hybrid deals • Some partnership and tenancy deals
• Shared risk arrangement
Trading: Buying models
©2011 Mike Berry Associates
The enemy...
©2011 Mike Berry Associates
Media Buying tips
+
©2011 Mike Berry Associates
Media buying tactics
• “Gorillas with calculators”
• “It‟s a game... but with real money”
• “Like poker without the cards”
• “Always leave the other guy his bus fare home”
©2011 Mike Berry Associates
Managing an online media
budget
• There is no perfect online media mix
• Budgets allocated on a test & refine basis
• Early stage online advertising may well have high
wastage
• Later stage campaigns should still contain a test
budget
©2011 Mike Berry Associates
Search
©2011 Mike Berry Associates
Seek and Ye Shall Find...
©2011 Mike Berry Associates
• Definitions
©2011 Mike Berry Associates
• Definitions
©2011 Mike Berry Associates
Larry Page and Sergey Brin founded Google
in 1998. Using a friend's garage as their base
of operations, they only settled on a name
after misspelling the maths term „googol‟. Google's combination of clever search
algorithms and sophisticated ad program
AdWords propelled it to the top of the search
engine market. It has stayed there ever since.
©2011 Mike Berry Associates
Yahoo!
• Yahoo is struggling; CEO and co-founder Jerry Yang resigned at the end of 2008
• Has continued to lose search engine market share under new CEO Carol Bartz
• On July 29th 2009, Yahoo agreed „the unthinkable‟ and appointed Microsoft‟s Bing as its exclusive search platform. Soon the former „king of search‟ will soon only show results from its arch-rival
©2011 Mike Berry Associates
Bing
• Microsoft Bing, the successor to MSN Live
Search, launched in June 2009 with a
reported £60 million marketing budget
• Bing quickly established itself as a serious rival
to Google. Total searches on Microsoft were
up 22 per cent in a single month (Nielsen)
• comScore confirms that Bing is still on the up;
Yahoo!/Bing share nearly 30% in US in 2011
©2011 Mike Berry Associates
Bing takes share from Google
©2011 Mike Berry Associates
Search Engine Optimisation (= SEO)
“Search engine optimization (SEO) is the process of improving the volume or quality of
traffic to a web site from search engines via
"natural" or un-paid ("organic” search results. Typically, the earlier (or higher) a site appears
in the search results list, the more visitors it will
receive from the search engine.”
Wikipedia
©2011 Mike Berry Associates
Search marketing – SEO & PPC
Natural
Paid
©2011 Mike Berry Associates
SEO
©2011 Mike Berry Associates
SEO Your Website
Think about the „user experience‟
©2011 Mike Berry Associates
Your Website/SEO
• “You have to have one these days”
• Make it work for you
• Make it somewhere you are PROUD of
• Make it easy to navigate/order (usability)
• Refresh content regularly (News? Offers?
Blog?)
• Help the search engines to find it (SEO)
©2011 Mike Berry Associates
Your Website/SEO
• How does your site look on Firefox? Chrome?
-on a Mac? -on a mobile device?
• You‟re competing with Amazon, BBC, eBay
• Help the customer to find what they want
• Good signposting : “Where am I?”
• Don‟t have any dead-ends/ broken links
• “Disloyalty is only one click away”
©2011 Mike Berry Associates
Your Website/SEO
• Make your website somewhere you'd be
proud for a (potential) customer to wander
around unaccompanied
• Then find (potential) customers and
encourage them to go there (drive traffic)
• Make it interesting and useful for them to
return regularly...
©2011 Mike Berry Associates
Pay-Per-Click Advertising
(=PPC)
©2011 Mike Berry Associates
©2011 Mike Berry Associates
©2011 Mike Berry Associates
Pay Per Click Advertising (=PPC)
• “Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market
• Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website”
Wikipedia
©2011 Mike Berry Associates
Pay Per Click Advertising (=PPC)
©2011 Mike Berry Associates
Search marketing = SEO + PPC
Natural
Paid
©2011 Mike Berry Associates
Pay-per-click advertising
Google AdWords
• You bid for a „key word‟ the amount you are prepared to pay per click on your ad (through
to your website)
• Driving traffic; people interested in your
products
• £Bid X Quality Score Your search
„ranking‟
©2011 Mike Berry Associates
Google AdWords
©2011 Mike Berry Associates