website and mobile advertising

Justin Cullen

Making digital work for you

Our reality:We have entered

a new era of marketing

communications

TECHNOLOGY

PARTICIPATION

EXPERIENCES ALWAYS ON

CONTROL

1. Know where your market is online

2. Ensure your site is viewable on all devices

3. Set informed and achievable goals

4. The future ‘really’ is mobile

5. Prepare your business for the data age

1

Know where your market is online

Google.ie

/com

Yahoo.co

m/co.uk

Face

book.com

MSN

.ie/Li

ve.co

m

YouTube.com

RTE.ie

Wiki

pedia.org

BBC.o.uk

Boards.i

e

Independent.ie

IrishTim

es.com

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000 3,750

2,263

1,862 1,7741,520

1,231953 862 817 776 738

Unique visitors (000)

Source: comScore, Oct 2012 (3-month average)

15-24yrs55yrs+

20% of total

13% of total

Media habits differ widely by audience…

Source: comScore, Oct 2012 (3-month average)

• Would you use online to target consumers over 55 yrs?

200,000 users over 55yrs 167,000 users over 55yrs

Research your target audience before activating campaigns

The targeting opportunities are wide and varied…

Source: comScore, Oct 2012 (3-month average)

2

Ensure your site is viewable on all devices

Does your website need to go on a diet?

RESPONSIVE WEB DESIGN

Device breakpoints

examplesNewspapers and media companies have been particularly fast to move to responsive design, as it solves many of their problems of delivering content to multiple devices, without the need to update

multiple sites or apps.

3

Set informed and achievable goals

• Digital is no different to any other business channel

• It requires a fully fleshed out strategy just the same as opening a new office, territory or outlet

• Start with objectives, to deterime goals, will inform your strategy and influence the tactics you use

Ensure all stakeholders have clearly defined KPIs

What do you hope to achieve from digital?

Campaigns need to be optimised to KPIs

4

The future ‘really’ is mobile

Mobile is a game changer…

• And this is for your text– Then we go smaller

• Smaller and smaller

Mobiles are an integral part or media consumption

The big mobile question…

??

5

Prepare your business for the data age

72% of companies have started to implement a ‘single customer view’, but… only 2% can currently integrate all of the data they

can capture.

74% of customers would respond postively to companies who ‘understand them’ by making peer recommendations, signing up for additional marketing, making additional purchases or leaving

a positive review on a website.

Source: Experian

Data is an engine for business success

Structuring your data is crucial for success…

1. Know where your market is online

2. Ensure your site is viewable on all devices

3. Set informed and achievable goals

4. The future ‘really’ is mobile

5. Prepare your business for the data age