dgm australia adma forum 2009

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Due to the increasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation.

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Online, off line, above the line, through the line - whose line? Is there a line? 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? TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix. Using dgm Australia’s experience and case studies, Chris will enlighten and demonstrate a truer return on investment

TRANSCRIPT

Page 1: 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.

Page 2: dgm Australia ADMA Forum 2009

What drives the consumer and where are they driven?

Do you know?

Page 3: dgm Australia ADMA Forum 2009

Agenda

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

Integrated marketing solutions?

Page 4: dgm Australia ADMA Forum 2009
Page 5: dgm Australia ADMA Forum 2009
Page 6: dgm Australia ADMA Forum 2009

Above the line

Below the line

Th

rou

gh

th

e

lin

e

Page 7: dgm Australia ADMA Forum 2009

Above the line

Below the line

Th

rou

gh

th

e

lin

e

There is no line

Page 8: dgm Australia ADMA Forum 2009

Above the line

Below the line

Th

rou

gh

th

e

lin

e

Across the line

Page 9: dgm Australia ADMA Forum 2009

The traditional marketing departmentPR

Online

Press

TV

Outdoor

Mobile

DM

Retail

Insights Creative IdeaStrategy

Page 10: dgm Australia ADMA Forum 2009

THE OLD WAY

Page 11: dgm Australia ADMA Forum 2009

THE NEW WAY

Page 12: dgm Australia ADMA Forum 2009
Page 13: dgm Australia ADMA Forum 2009

Word of mouthfrom one person to another

Free, local, slow and not measurable

Page 14: dgm Australia ADMA Forum 2009

2009; PEOPLE COMMUNICATE MORE THAN EVER BEFORE

Page 15: dgm Australia ADMA Forum 2009

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

Global, instant measurable, attributable, real time

Page 16: dgm Australia ADMA Forum 2009

Information sources and trust in Customer Journey

Page 17: dgm Australia ADMA Forum 2009

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

Page 18: dgm Australia ADMA Forum 2009
Page 19: dgm Australia ADMA Forum 2009

10,000 people protested what they say were rigged elections

Page 20: dgm Australia ADMA Forum 2009
Page 21: dgm Australia ADMA Forum 2009
Page 22: dgm Australia ADMA Forum 2009
Page 23: dgm Australia ADMA Forum 2009
Page 24: dgm Australia ADMA Forum 2009
Page 25: dgm Australia ADMA Forum 2009
Page 26: dgm Australia ADMA Forum 2009

PRIME TIME AD

Page 27: dgm Australia ADMA Forum 2009
Page 28: dgm Australia ADMA Forum 2009
Page 29: dgm Australia ADMA Forum 2009
Page 30: dgm Australia ADMA Forum 2009

OFFLINE MARKETING DRIVES CONSUMERS TO SEARCH…

Page 31: dgm Australia ADMA Forum 2009

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

Page 32: dgm Australia ADMA Forum 2009

WHERE DO THEY GO??

Page 33: dgm Australia ADMA Forum 2009
Page 34: dgm Australia ADMA Forum 2009

Today’s Integrated marketing solution

Page 35: dgm Australia ADMA Forum 2009

Single tool that will manage all campaigns

Page 36: dgm Australia ADMA Forum 2009

1 Case Study

Telco

Page 37: dgm Australia ADMA Forum 2009

Collaboration

Page 38: dgm Australia ADMA Forum 2009

BrandedKeyword triggers

Page 39: dgm Australia ADMA Forum 2009

• Apparatus – TV & Search & Online Display

• Method – Control period

• Predict results – More searches and more sales

• Measure – dgm IQ

• Refine

1 Case Study

Page 40: dgm Australia ADMA Forum 2009

Results

Page 41: dgm Australia ADMA Forum 2009

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

Page 42: dgm Australia ADMA Forum 2009

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

Page 43: dgm Australia ADMA Forum 2009

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

Page 44: dgm Australia ADMA Forum 2009

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

Page 45: dgm Australia ADMA Forum 2009

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

Page 46: dgm Australia ADMA Forum 2009

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%

Page 47: dgm Australia ADMA Forum 2009

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

Page 48: dgm Australia ADMA Forum 2009

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%

Page 49: dgm Australia ADMA Forum 2009

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

Page 50: dgm Australia ADMA Forum 2009

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%

Page 51: dgm Australia ADMA Forum 2009

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

Page 52: dgm Australia ADMA Forum 2009

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

Page 53: dgm Australia ADMA Forum 2009

41%

22%

28%

4% 5%

NSW Vic Qld SA WA

1 Case Study

IP locations

Page 54: dgm Australia ADMA Forum 2009

1 Case Study

IP locations

Queensland 28%

Queensland 28%

Page 55: dgm Australia ADMA Forum 2009

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%

Page 56: dgm Australia ADMA Forum 2009

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

Page 57: dgm Australia ADMA Forum 2009

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

Page 58: dgm Australia ADMA Forum 2009

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

Page 59: dgm Australia ADMA Forum 2009

1 Case Study

Page 60: dgm Australia ADMA Forum 2009

WHEN THEY GO ONLINE??

Page 61: dgm Australia ADMA Forum 2009
Page 62: dgm Australia ADMA Forum 2009

NEGATIVE FEEDBACK!

Page 63: dgm Australia ADMA Forum 2009

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

Page 64: dgm Australia ADMA Forum 2009

• 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

Page 65: dgm Australia ADMA Forum 2009

How can we produce Cost Effective Integrated marketing solutions?

Page 66: dgm Australia ADMA Forum 2009

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

Page 67: dgm Australia ADMA Forum 2009
Page 68: dgm Australia ADMA Forum 2009
Page 69: dgm Australia ADMA Forum 2009
Page 70: dgm Australia ADMA Forum 2009
Page 71: dgm Australia ADMA Forum 2009

Cut through marketing online

10% Off!

Page 72: dgm Australia ADMA Forum 2009

Can your marketing department help?

Page 73: dgm Australia ADMA Forum 2009

The traditional marketing departmentPR

Online

Press

TV

Outdoor

Mobile

DM

Retail

Insights Creative IdeaStrategy

Page 74: dgm Australia ADMA Forum 2009

Online

Page 75: dgm Australia ADMA Forum 2009

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

Page 76: dgm Australia ADMA Forum 2009

Online

Search

Website

Display

eCRM

SocialMedia

Affiliate

Page 77: dgm Australia ADMA Forum 2009
Page 78: dgm Australia ADMA Forum 2009

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

Page 79: dgm Australia ADMA Forum 2009
Page 80: dgm Australia ADMA Forum 2009

The future marketing departmentPR

Press

TV

Outdoor

Mobile

DM

Retail

Insights Strategy OnlineCreative Idea

Page 81: dgm Australia ADMA Forum 2009

• 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

Page 82: dgm Australia ADMA Forum 2009

• Email me [email protected]