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Digital Marketing Strategy - August 2008

Application Quality Management (APQM) Campaign

Objective

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

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.

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.

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.

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

Strategic Concept

Smart people have SMART friends… and

they all STRIVE to be even SMARTER.

E-STRATEGY

Digital Marketing: Our Strategic Approach

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.

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

Tactics: Sales Funnel Approach

Awareness

Consideration

Purchase

Use / Recommend

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.

Tactics

Sales Funnel Approach

Awareness

Consideration

Purchase

Use / Recommend

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 AdvertisingE-mail blast

Search

DemoContest

Viral

E-mail confirming friends have participated and discount

coupon towards purchase.

EmailCase Study Form

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

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

MORE THAN 40% OF PENETRATION

PROGRAMMING PREFERENCES

AFFINITY vs. TOTAL POPULATION

In TV, News are the # 1 program preference.Documentaries (health and nature) and International series are more affine with them

40% -20% PENETRATION

IMPORTANCE BUYING DECISIONS

AFFINITY vs. TOTAL POPULATION

And to take a buying decision Direct Mail and Internet are a trustful source

SEL A 25 -64

UPSCALE TARGET

Cultural channels are the ones with higher affinity to Upscale target

Internet activities preferences

Online Strategy Structure

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

DISPLAY

ADVERTISING

DISPLAY

ADVERTISING

AFFILIATE

MARKETING

AFFILIATE

MARKETING

LOCAL

NEWS PAPERS

LOCAL

NEWS PAPERSLOCAL

SITES

LOCAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS

SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING

Online Strategy Structure

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

DISPLAY

ADVERTISING

AFFILIATE

MARKETING

AFFILIATE

MARKETING

LOCAL

NEWS PAPERS

LOCAL

NEWS PAPERSLOCAL

SITES

LOCAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS

SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING

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

Sites Recommendation

Rich Media Formats.

Sections: Home Page, and

Technology

Sites Recommendation

Rich Media Formats.

Sections: Home Page,

Technology and

Telecomunications

Sites Recommendation

Traffic Rankig #32

Chile Top 100 Alexa

300x250 Format

Sections: Home Page & Business

Traffic Rankig #17

Colombia Top 100 Alexa

RichMedia Format

Sections: Home Page & Economy

Sites Recommendation

Traffic Rankig #62

Colombia Top 100 Alexa

468x60/160x600 Format

Section: ROS

Sites Recommendation

Sites Recommendation

Traffic Rankig #17

Costa Rica Top 100 Alexa

Rich Media Formats.

Sections: Home Page and Economy

Sites Recommendation

Traffic Rankig #32

Chile Top 100 Alexa

300x250 Format

Sections: Home Page & Business

Traffic Rankig #17

Colombia Top 100 Alexa

RichMedia Format

Sections: Home Page & Economy

Sites Recommendation

Traffic Rankig #62

Colombia Top 100 Alexa

468x60/160x600 Format

Section: ROS

Sites Recommendation

Sites Recommendation

Traffic Rankig #17

Dominican Republic Top 100 Alexa

RichMedia Format

Sections: Home Pago & Dinero

Region Sites Recommendation

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

La mejor oferta de contenidosRegion Sites Recommendation

La puerta de entrada a Internet

Fuente: Crazylabs 2007

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%

Region Sites Recommendation

Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!

Region Sites Recommendation

Hotmail – CPM buying

Formats Examples

Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!

Region Sites Recommendation

Hotmail – CPM buying

Formats Examples

Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!

Region Sites Recommendation

Yahoo local users (Monthly)

Users Latin America

(monthly)

Total de usuarios únicos: 38 millones

Total de page views: 3.3 billones

Alcance: 61%

País Usuarios ÚnicosPage 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%

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

Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!

Region Sites Recommendation

Yahoo News – CPM buying

Formats Examples

Yahoo Finanzas – CPM buying

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

Online Strategy Structure

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

DISPLAY

ADVERTISING

DISPLAY

ADVERTISING

AFFILIATE

MARKETING

LOCAL

NEWS PAPERS

LOCAL

NEWS PAPERSLOCAL

SITES

LOCAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS

SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING

Affiliate marketingHigh 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

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…

Examples of Affiliate Marketing

Formats to use with Affiliate Marketing tool.

Banners

Video Banner

Online Strategy Structure

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

DISPLAY

ADVERTISING

DISPLAY

ADVERTISING

AFFILIATE

MARKETING

AFFILIATE

MARKETING

LOCAL

NEWS PAPERS

LOCAL

NEWS PAPERSLOCAL

SITES

LOCAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

E-MAIL BLAST / E-ADVERTORIALS

SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING

E-MAIL BLAST / E-ADVERTORIALS

E-MAIL BLAST / E-ADVERTORIALS

Online Strategy Structure

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE

DISPLAY

ADVERTISING

DISPLAY

ADVERTISING

AFFILIATE

MARKETING

AFFILIATE

MARKETING

LOCAL

NEWS PAPERS

LOCAL

NEWS PAPERSLOCAL

SITES

LOCAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

LOCAL

BLOGS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

REGIONAL

PORTALS & VERTICAL

SITES

E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS

SEARCH ENGINE MARKETING

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.

99%

44%

14%

4%

94%

28%

20%

6%

99%

34%

20%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Google

Yahoo

MSN

Terra

Search Engine Brands Used by Product Category

High ticket (N=77) Low ticket (N=54) Everyday (N=143)

Google is the dominant search engine brand across the three product categories

Base: Used search engines for the most recent purchase

Q 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)

Search Engine Marketing

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)

Search Engine Marketing - Adwords

Contents NetworkSearch Engine Marketing – Contextual Networks

Tactics

Sales Funnel Approach

Awareness

Consideration

Purchase

Use / Recommend

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 AdvertisingE-mail blast

Search

DemoContest

Viral

E-mail confirming friends have participated and discount

coupon towards purchase.

EmailCase Study Form

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.

Tactics

Sales Funnel Approach

Awareness

Consideration

Purchase

Use / Recommend

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 AdvertisingE-mail blast

Search

DemoContest

Viral

E-mail confirming friends have participated and discount

coupon towards purchase.

EmailCase Study Form

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.

Tactics

Sales Funnel Approach

Awareness

Consideration

Purchase

Use / Recommend

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 AdvertisingE-mail blast

Search

DemoContest

Viral

E-mail confirming friends have participated and discount

coupon towards purchase.

EmailCase Study Form

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.

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