dgm australia adma forum 2009

Due to the increasing fragmentation of consumers and the

numerous opportunities available to marketers, individual

channels can no longer be considered in isolation.

What drives the consumer and where are they driven?

Do you know?

Agenda

1.My background2.Today’s Customer journey3.Successful Australian case studies4.How can we produce Cost Effective

Integrated marketing solutions?

Above the line

Below the line

Th

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th

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Above the line

Below the line

Th

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th

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There is no line

Above the line

Below the line

Th

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Across the line

The traditional marketing departmentPR

Online

Press

TV

Outdoor

Mobile

DM

Retail

Insights Creative IdeaStrategy

THE OLD WAY

THE NEW WAY

Word of mouthfrom one person to another

Free, local, slow and not measurable

2009; PEOPLE COMMUNICATE MORE THAN EVER BEFORE

Today Advertisement is engaging with trusted advocates in brand dialogue many to many

Global, instant measurable, attributable, real time

Information sources and trust in Customer Journey

Unique

“Technology is shifting the power away from the media editors, the publishers, the establishment, the media elite.

Now it’s the people who are in control”

Rupert Murdoch July 2006

10,000 people protested what they say were rigged elections

PRIME TIME AD

OFFLINE MARKETING DRIVES CONSUMERS TO SEARCH…

SO IF YOU’RE SPENDING AD $’s OFFLINEBUT NOT ONLINE

WHERE DO THEY GO??

Today’s Integrated marketing solution

Single tool that will manage all campaigns

1 Case Study

Telco

Collaboration

BrandedKeyword triggers

• Apparatus – TV & Search & Online Display

• Method – Control period

• Predict results – More searches and more sales

• Measure – dgm IQ

• Refine

1 Case Study

Results

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions

Brand search campaign costs$13.5K

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's

1 2 3

3 nationwide TV campaignscosts$2M

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

Online Display campaign costs$85K

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

0

1000

2000

3000

4000

5000

6000

7000

5/10

/08

7/10

/08

9/10

/08

11/1

0/08

13/1

0/08

15/1

0/08

17/1

0/08

19/1

0/08

21/1

0/08

23/1

0/08

25/1

0/08

27/1

0/08

TOTAL Brand Impressions TV 00's

1 Case Study

TV Campaign 1 + Search Brand KW

66%

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's

TVC1 finish + Search Brand KW

0

1000

2000

3000

4000

5000

6000

7000

19/1

0/08

20/1

0/08

21/1

0/08

22/1

0/08

23/1

0/08

24/1

0/08

25/1

0/08

26/1

0/08

27/1

0/08

28/1

0/08

29/1

0/08

30/1

0/08

31/1

0/08

1/11

/08

2/11

/08

3/11

/08

4/11

/08

5/11

/08

6/11

/08

7/11

/08

8/11

/08

TOTAL Brand Impressions TV 00's

1 Case Study

TVC1 finish + Search Brand KWBrandgroup KW searches reduced by 20% in the week after TVC1

20%

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

TVC2 starts + Search Brand KW

0

1000

2000

3000

4000

5000

6000

2/11

/08

3/11

/08

4/11

/08

5/11

/08

6/11

/08

7/11

/08

8/11

/08

9/11

/08

10/1

1/08

11/1

1/08

12/1

1/08

13/1

1/08

14/1

1/08

15/1

1/08

16/1

1/08

17/1

1/08

18/1

1/08

19/1

1/08

20/1

1/08

21/1

1/08

22/1

1/08

TOTAL Brand Impressions TV 00's Display Impressions 000's

1 Case Study

TVC2 starts + Search Brand KW

Brandgroup searches increased by 19% during TVC2

19%

Total Sales (online and offline)

6%

35%32%

27%

October November December January

1 Case Study

• Web sales increased 29% during the month TV commercials ran

• Web sales fell by only 3% month after

1 Case Study

0

1000

2000

3000

4000

5000

6000

7/09

/200

8

14/0

9/20

08

21/0

9/20

08

28/0

9/20

08

5/10

/200

8

12/1

0/20

08

19/1

0/20

08

26/1

0/20

08

2/11

/200

8

9/11

/200

8

16/1

1/20

08

23/1

1/20

08

30/1

1/20

08

7/12

/200

8

14/1

2/20

08

21/1

2/20

08

28/1

2/20

08

4/01

/200

9

11/0

1/20

09

18/0

1/20

09

25/0

1/20

09

TOTAL Brand Impressions TV 00's Display Impressions 000's

Web sales fell by only 8% 2 months after TVC’s

Display impressions

switched on in Nov

41%

22%

28%

4% 5%

NSW Vic Qld SA WA

1 Case Study

IP locations

1 Case Study

IP locations

Queensland 28%

Queensland 28%

1 Case Study

IP locations

Sydney NSW

Newtown 5%Waterloo 3%Mascot 1%Bondi 1%

Sydney NSW

Newtown 5%Waterloo 3%Mascot 1%Bondi 1%

85% of new users called the BRAND to find out more: 44% rang only, 21% phoned & went to the website, 21% website only

1 Case Study

1 Case Study

1%

4%

13%

18%

21%

43%

Can't Remember

Direct Mail

Another Way

Word of Mouth

Website

TV Advertising

21% of all Telesales callsoriginated as a result of the website

Origins of Telesales new customers

Search outperforms TV by 10:1 on ROI

TV Generates more sales by 2:1 than search alone

Website out performs Word of mouth

Optimise the conversation online

1 Case Study

1 Case Study

WHEN THEY GO ONLINE??

NEGATIVE FEEDBACK!

POSITIVE FEEDBACK!Online Press Releases can appear in the natural listings on Google when picked up by major news sites

• Implement unique Branded Keywords triggers on all Ads

• Measure performance of these keywords

• Implement geo targeting and IP mapping

• Optimise PR listings in your SERPS

1 Case Study

How can we produce Cost Effective Integrated marketing solutions?

Gap between ad spend and media consumption

Media SpendAnnual Ad Spending (Travel)

Media Consumption

The Opportunity

Newspapers, 47%

All other, 12%

TV, 32%

Online, 9%

Newspapers, 14%

All other, 26%

TV, 35%

Online, 25%

Source: Forrester Technographics 2006 & Bear Stearns Global Ad Spend, May 2006 with Zenith Optimedia Ad Figures

Cut through marketing online

10% Off!

Can your marketing department help?

The traditional marketing departmentPR

Online

Press

TV

Outdoor

Mobile

DM

Retail

Insights Creative IdeaStrategy

Online

Online is not a channel it is a platform for customer engagement

Online

Search

Website

Display

eCRM

SocialMedia

Affiliate

Your customer has changed so why hasn’t your marketing department?

The future marketing departmentPR

Press

TV

Outdoor

Mobile

DM

Retail

Insights Strategy OnlineCreative Idea

• Unique Branded trigger Keywords on ALL channels

• Integrate online into the “creative idea” and execution

• Switched on customers become brand advocates

• Build a database through social customer engagement competitions, offers, word-of-mouth online

• Email me chris.garner@dgm-au.com