Make The Most Of Your Digital Spend

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Transcript of Make The Most Of Your Digital Spend

  • 1 make the MOSTof your DIGITAL MARKETING spend MEDIA&DIGITAL Monique.Leech@MillwardBrown.com +11 202 7000 Twitter: @MoniqueLeech #MBSADigital
  • 2 We have heard some interesting conversations around digital. some of them are along these lines
  • 3
  • 4 Does your digital plan resemble alets do everything strategy? Or is it more focused?
  • 5 Todays objective is to ensure that you walk away with learning's to inform proper digital strategy!
  • 6 Why are so many marketers uncomfortable with digital?
  • Once upon a time (15 years ago) we had all of these 7
  • Now all this. 8
  • Fits into one of these 9
  • The good old days: when did you finish high school? 10 AFTER 2000? BEFORE 2000? IF SO:
  • 11 We forget that digital is basically a teenager! And like a teen changes constantly!
  • 12 Most marketers didnt grow up in adigitizedarea. People tend to shy away from things they are not comfortable with.
  • 13 BUT you need to adapt and get comfortable in the digital space.
  • 14 Why? Should you be paying any attention to digital marketing? It is, after all, still such a small piece of the advertising pie.
  • Total advertising spend is forecasted to be USD4Bill at the end of 2013 15 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 2006 2007 2008 2009 2010 2011 2012 2013 (F) Total Advertising Spend South Africa USD Billions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013
  • And yes, the forecast for Digital Spend for 2013, remains a small piece of the pie (2%) 16 Total Advertising Spend South Africa 2013 USD Millions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 TV Radio Newspapers Magazines Cinema Outdoor Internet
  • But look at this picture in another way and we can see that digital spend has increased almost 10x since 2006 17 Total Internet Spend South Africa 2006 vs 2013 USD Millions Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 2006 = 17 Million 2013 = 111 Million
  • But what we tend to forget, is that most of this reported spend is based on online display 18
  • Current spend metrics do not include a massive potion of digital channels. 19 Source GroupM This Year Next Year Worldwide Media Marketing Forecast July 2013 SMS or MMS or Mobile in APP ads, Mobile Gaming, AR Campaigns
  • The industry is however working on a solution 20
  • Doesnt matter though because Digital is measurable.(right?) There are a LOT of 1s and 0s and therefor tons of data! CTR, CPC, CPL, CPA 21
  • 64% The proportion of advertising and agency executives that use CTR to evaluate performance? 22 http://www.collective.com/sites/default/files/Collective-2010-Display-Study.pdf
  • The average click-through rate reported by DoubleClick for South Africa in 2013 is 0.22% 23 Yes, folks this tiny green dot is CTR http://www.richmediagallery.com/resources/benchmarks/?utm_source=Think+Insights&utm_medium=website&utm_camp aign=Launch
  • What about the other 99.78% who didnt click? Campaigns are more than click through rates. Just because I dont click doesnt mean I haven't seen your ad.... Or thought about it, or processed the message. 24
  • We know an ad campaign can have many effects. Brand awareness, brand consideration, positioning (to mention a few). And what about digital compared to offline channels? 25
  • 26 Shouldnt we be thinking of a better way to measure?
  • Current metrics dont allow for direct ROI comparison of media channels: 27 TV/ Radio/ Print/ Outdoor Reach Frequency GRPs Brand Impact Digital: Impressions CTR CPM CPC/CPL/CPA
  • Our CrossMedia solution compares all channels to deliver a common currency 28 Reach Frequency GRPs Brand Impact TV Reach Frequency GRPs Brand Impact Online Press Radio Reach Frequency GRPs Brand Impact Reach Frequency GRPs Brand Impact Using this extensive database , we will be sharing some insights in terms of how digital DIRECTLY stacks up to other media channels
  • Digital as part of the media mix Some learning's from our cross media database
  • TV remains the biggest reach channel across our region. 30 Channel Reach Based on 78 XM studies 71 36 36 34 32 30 29 24 18
  • Case Study 1 *Average contribution across awareness, consideration and brand image Case Study 2 TV Case Study 3 TV TV TV Contribution to brand performance Cases And while TV is still a key driver in most campaigns Case Study 4 TV 31
  • TV TV TV Other channels also make significant contributions, despite the high TV weights already in place TV *Average contribution across awareness, consideration and brand image TV Online Outdoor Magazines Newspapers Radio Contribution to campaign effect Cases 32 Case Study 1 Case Study 2 Case Study 3 Case Study 4
  • Synergistic effects are a key factor in these Cases *Average contribution across awareness, consideration and brand image Multi-media synergy Contribution to campaign effect TV Online Outdoor Magazines Newspapers Radio 33 TV TV TV TV Case Study 1 Case Study 2 Case Study 3 Case Study 4
  • Solus Media Effect, 62 Synergy, 38 And we see this across AMAP too 1/3 campaign performance from synergies 34 OOH Share of campaign effects on brand image all studies, AMAP Based on 78 XM studies
  • 0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ContributionperReach CrossMedia Reach POS TV Newspapers Magazine Online Outdoor Cinema Radio Online consistently delivers the best cost per person reached in driving brand engagement Range of Impact on Brand engagement Based on 78 XM studies35
  • 0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ContributionperReach CrossMedia Reach POS TV Newspapers Magazine Online Outdoor Cinema Radio Online is also seen as a strong performer in driving actual brand consideration and purchase intent. Range of Impact on consideration /purchase intent Based on 78 XM studies36
  • 37 Social Media Learning's from our FanIndex and Verve database
  • The good old days: 38
  • 39 But things have changed. And social is becoming more important. WHY?
  • Most consumers start with search, but 1 in 5 look for your brand in a social space! Source: Custom research study with GroupM Search and comScore: The Virtuous Circle: The Role of Search and Social Media In The Purchase Pathway, February. 50 24 18 Search Engines Company Sites Social Media The path to purchase starts here 40
  • As poor a measure of effectiveness as CTR might be, adding social media to paid media still doubles click through rates Click-Through Rate On Brand Website DOUBLE CTR Influenced Social + Paid AVERAGE CTR Paid Only Source: Custom research study with GroupM Search, comScore and M80: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption, . 41
  • Social media is not what you might think.. It is more than Facebook and Twitter! 42
  • 43 Why dont I have any friends or followers? Biggest mistakes brands make in social media
  • Things brands (who have failed) wish they had done: 44 Set clear goals
  • 45 facebook
  • Getting it right on Facebook, matters. Engaged Facebook fans spend 3-4X more on your brand! 46 FANS NON-FANS Source: BRANDZ 2012 global database 13% 3% 46
  • Regular posts Expected Trustworthy brandnews Expected New product info Expected Offers Expected Contests/ Giveaways Expected Interaction Differentiator Variety Differentiator Innovation Differentiator Community Differentiator Fun Differentiator Fan page must engage. Two-way dialogue. 47
  • How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? Source Fanindex Global Databse n = 21126 respondents globally,48 NEW AND INNOVATIVE +25% LIKLIHOOD TO BUY BRAND IN FUTURE +22% USEFUL INFO +20% BRAND RECOMMENDATION +19% FUN AND ENGAGING CONTENT +19% EASY TO USE AND NAVIGATE +16% WIDE VARIETY OF INFORMATION +16% Difference in % between South Africa norms & global Fanindex norm
  • Once a week 60% At least once a month 22% Few times a year 1% First visit 17% Source Fanindex Global Databse n = 21126 respondents globally, Question is based on claimed frewuecy of visit How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? = 15% higher than global average
  • Read regularly 59% Read occasionally 35% Hardly ever read 4% Never noticed 2% Source Fanindex Global Databse n = 21126 respondents globally, Question based on type of attention given to posts in newsfeeds How do South African Fan Pages stack up to the rest of the world in delivering on key brand metrics? = 18% higher than global average
  • A great case study: Volkswagen Street Quest Winner of 6 Bookmark Awards 2012 - http://www.youtube.com/watch?v=_zJ7ngSF8no51 Click box below to see video
  • Its all about being relevant and quick
  • A great case study in relevance: Audi A3 Exchange http://www.youtube.com/watch?v=uCsxsO6fo0053 Click box below to see video
  • A great case study in speed: Oreos 54 http://www.youtube.com/watch?v=79wEsmHrw8w Click box below to see video
  • 55 Mobile: the HUGE opportunity Learning's from Millward Brown Adreaction Study
  • Mobile is THE entry point to digital marketing in South Africa MMA South Africa: Based on AMPS 2012AB56 There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) There are 4.6 times more households with a cellphone than a computer SMS text messaging is used by 3 times more people than email of internet accessed is via mobile 2 x 4.6 x 3 x 86%
  • 7 out of 10 consumers having been spurred into action after seeing a mobile advert. Adreaction 2012 mobile consumers across smart phones and fea