BASIC TRAINING

DIGITAL MARKETING BOOTCAMP

Dennis G. Adamo

INDEPENDENTSITES

PARTNER SITESSOCIALMEDIA

CHANNELMARKETING

Retailco-op

marketing

Retail siteads

Retail loyalty

programs

Comparisonsite ads/ &

sponsorship

Review siteads &

sponsorship

SEO

SEM

Display

MobileSEM Mobile

Display

YouTubeSponsorship

FacebookDisplay

BrandedRetailer

Sites

BrandedCarrierSites

ReviewSites

Countrydotcoms

GlobalDotcom

B2BSites

EmailMarketing

MobileSite

MobileSites

GlobalSNS

CountrySNS

Facebook YouTubeTwitter Facebook YouTubeTwitter

Audience Specific Audience Specific

PAID MEDIA

OWNED AND EARNED MEDIA

MobileSEO

YOUR BRAND

The Digital Ecosystem in 2013

What is POE!!!!

3

Definitions and Media Types

4

Earned media … and Social Viral Media example!!!

Guidance in Strategy by Influence consumer purchasing decisions

UK Consumers’ purchase behavior research, Nielson (2012)

Key Digital Influencer

Defining the Digital Marketing KPI’s

What Key Performance Indicators are you Tracking?

campaign objectives/

KPI setting

TA analysis

post buy

competitive

(tactics)

tools selection

sites, formats,

targeting's,

forecasts

analytics/ reviewing KPI’s

Planning approach

Impressions - a single

instance of an online

advertisement being

displayed

Reach – number of unique

users who saw the

advertisement

Frequency – amount of times

a specific user is shown a

particular advertise.

Click-through rate (CTR) - the

average number of click-

through per hundred ad

impressions, expressed as a

percentage.

Unique click-through rate

(CTRU) - the average number

of click-through per hundred

users reached, expressed as

a percentage.

Conversion rate – The

percentage of visitors who

take a desired action.

CPM - Cost per thousand

impressions. CPM is used by

Internet marketers to price ad

banners. The letter "M" in the

abbreviation is the Roman

numeral for one thousand.

CPC - Cost per click

CPC is measured as:

Budget for position / Number

of clicks

CPT - Cost per thousand

unique contacts (users

reached).

Target reach – share of target

audience (among Internet

users) covered by ad

campaign

Targeting accuracy – share of

target audience in overall ad

campaign reach

Conversion

Conversion marketing

Attraction

efficiency

Targeting

Engagement

efficiency

Conversion

efficiency

Audience reachPerformance drivers

Key outcomes

Site visitors

Unique clicks

Active visitors

Click Thru (CTR)

Conversion

Repeat Visit

Purchases/

orders

TRAFFIC

Investment traffic forms Natural Search

Paid Search:

Display Ads:SProjects:

Investment Traffic Natural Search

~30%

~70%

Paid SearchDisplay AdsSpecial Projects

YandexGoogleFB, VK

Only 10% of All Runet Users clicks on banners*

Almost 100% can see that

Display banner advertising raises the number of site visits by an average of 72%;Increases the likelihood that users will use words that are seen in advertisements for the subsequent search for products in other systems (94%)*

*ComScore, Natural Born Clickers in Russia, april 2011

SITEBANNER

Dwell time – minutes per

session

Depth of visit - average

number of site pages

downloaded by user

Bounce rate- represents the

percentage of visitors who enter

the site and "bounce" (leave the

site) rather than continue viewing

other pages within the same site.

Total number of visitors viewing

one page only/ total entries to

page

Attrition rate -percentage of

site visitors that are lost at

each stage in making a

purchase.

.

PLANNINGAD-SERVING AND

TRACKINGANALYTICS

TNS Adriver Adriver

TNS Atelier Atlas Omniture

FOM Double click Live OS

Comscore Xaxis Yandex metrics

TGI Media Mind Sophus

Open sources

(Liveinternet, Rambler

Top 100, Mail stat)

MIG Suite Google Analytics

Reach, target reach,

frequency

Affinity, web

preferences,

Audience intersection

Impressions, reach,

frequency, Clicks,

unique clicks, CTR,

CPM, CPT

Visitors, passing index,

buying indicators, dwell

time, depth of visit,

bounce rate, attrition

rate, leads, CPA

Digital tools and types of data

•1. TNS Web Index.

•The main objective of Web Index project is providing information on Internet-sites audience size and scope based on 10K+ online panel and tracking counters installed on the most popular web sites. The key parameters are:• Sites reach per day week/month, .• Social-demographic scope on Internet-sites audience (gender, age, occupation, income, education, family size).• Internet using frequency etc

•2. Comscore Media Metrix.

•Tool has the similar functionality to Web Index but with several important advantages:

• Larger panel for Russia (30K+)• Analysis of wider audience 15+ and not only big

cities• More broadened list of sites including foreign

resources

•3. Comcon TGI (Target Group Index)

•TGI is a wide scale survey of goods and services consumption and media audiences including:

• Consumption data (more than 400 categories of goods and services)

• Media preferences (including online)• Lifestyle preferences (200 lifestyle statements for

interests, psychographic typology etc)

Audience and site selection analysis tools

•1. Atelier.

•Planning software developed by TNS allows digital

planners analyze the following parameters:

• Site`s ranking

• Building the Audience crossing maps

• Forecasting of Targeted Reach across planning

campaign

• Timing optimization

•2. Adriver + TNS.

•Special tool allows to measure audience which

was reached by online campaign:

• Number of total unique visitors which seen each

online ad

• Their demographic profile (age, gender, income and

other attributes which are measured by TNS)

• Total demographic profile for all campaign

Planning optimization tools

How can we measure & manage KPI’s?

• ROI analysis

• Customers tracking

(promo codes / calling /

leaflets)

16

• Post-click analysis

• Conversion optimization

• Audit

• Daily monitoring

• Operative management

• Cost optimization

Ad platform Website LG

Agency responsibility

• Imagine if the W-A tool stretched to

retailer websites

• Now imagine if all the buying models

changed so you paid less for the the

publishers that didn't work so well.

(CPA models)

• Or imagine that when there's a

surplus of inventory, we can pay less

for it without having to renegotiate.

Or we could outbid our competitors to

block them from being seen.(bid

engines)

• Or imagine as experience grows, we

approach all the vendors to supply us

only the people who are more likely

to convert.(DSPs)17

Prospectives

18

Image, promo

Reach & frequency- Affinity

Sites with wide reach/Thematic sites/Lifestyle

Big formats, rich media, non standard,

integration

Permanent period/CPM

Sales/actions

Max clicks / leads

Min CPC/CPL

Sites with wide reach/Thematic

sites/Search

Text links, small & medium banners,

informers

CPC, CPA, Frequency capping

Loyalty building

Reach, quality of contact, contact

duration, Interactions, participants

Sites with wide reach, thematic sites, services

Announcements, cross promo support, content

or game or Service project

Project price

Objectives

KPI

Tools

Formats

Campaign models across types

Awareness

Max ad recall, top of

mind

Buying model

Number of sales, /

actions

Positive feedback

Index portals Mass

Media

Thematic Social

Media

Search Video

CPM 90 RUR 160 RUR 180 RUR 15 RUR - 680 RUR

CPT 350 RUR 750 RUR 650 RUR 360 RUR - 900 RUR

CTR 0,19% 0,15% 0,4 % 0,05% - 4,7%

CPC 50 RUR 110 RUR 45 RUR 27 RUR 23 RUR 15 RUR

Average statistics across categories

Different formats efficiency. MTS example

Ric

h M

ed

ia

Sta

nd

ard

Inte

rac

tive

Vid

eo

CTR 0, 12 %

CTR 0,20%

CTR 1,67%

CTR 1,55%

Response:

CPC:

67%

60%

Response:

CPC:

1 295% Response:

CPC:

1 194%

53%15%

Conclusion: video & rich-media provide 10 times higher response in comparison to standard banners

Non standard banners usage enables to optimize CPC

Index Standard

banner

Rich

Banner

Full

screen

Video

banners

Pre-roll Post-Roll Text

block

CPM 65 RUR 200 RUR 525 RUR 35 RUR 330 RUR 320 RUR 15 RUR

CPT 400 RUR 630 RUR 640 RUR 700 RUR 1 300 RUR 460 RUR 500 RUR

CTR 0,14% 0,49% 0,9% 0,12% 6% 7% 0,08%-

0,1%

CPC 46 RUR 41 RUR 60 RUR 20 RUR 9 RUR 5 RUR 12-15

RUR

Average statistics across creative type

Examples and Cases of Earned Media Campaigns!

How brands in India are leveraging social

Brands: Common challenges faced by social media marketersbased on discussion with 20 senior marketers in India

Tactical approach

87%

Lack of focus on the right opportunities

Disconnect on KPI’s

94% 81% 76%

Digital and traditional divide

78%87%

Dysfunctional processes + governance

Brands: Mixed results

Use online contests, offline programs and sticky content to drive engagement.

Consistent evaluation of engagement, engagingcontent, real-time conversations and customer support.

Brands: Standard Chartered Bankis using a unconventional branded channel to promote card products.

Brands: Successfully leverage video with interesting and relevant content

Sunsilk innovated with an interactive channel.

Brands like Samsung, Nokia and Axe have transferred their Facebook loyalty to YouTube

Brands: Entertainment channels dominate YouTube

Brands: Viral videos are finding favor with marketers and users

‘Big Idea’ concepts drive better viewership

What we learned about Samsung India

Content: Publishing a variety of formats to drive engagement

Use of video adds variety to posts on Timeline

Clear calls to action and shortened trackable links are ideal

Brand/Fan interaction inspires others to engage as

well

Community: Letting users post directly to FB wall

Community: Using Facebook’s features to the fullest

Mission and Community Rules are

clearly set forth

Includes other social links

Cover photo communicatesauthenticity/national pride

Community: Responses are inconsistent across channels

Spam

YouTube

Amplification: Using keyword rich titles help direct users

How-to videos are often the most

popular on YouTube

Amplification: Descriptions not optimized for SEO

Tags should be keyword optimized for Search Engine Optimization

Overview: Hampton HotelsPart of the Hilton family, Hampton has over 1,800 locations around the world including North America, Europe and India

Create a holistic strategy to drive business objectives

“Bringing guests and prospects closer to Hampton by building the brand and filling

available moments with the essence of Hamptonality around the world.”

Used insights to create multi-platform content

Original Video

Engaging Formats

Photo Assets

Published content across the Hampton social ecosystem

Drove conversation with community management

Proactively addressing customer service

Developing relationships with advocates

Cultivating conversation

Amplified reach with paid socialPromoted Tweets Facebook Sponsored Stories

Driving measureable results for Hampton Hotels

© HSAd/iCrossing

2MYouTube Views

in3 weeks

46% increase in

Earned impressions

over 3 months

57%increase in

FB fans over 3 months

whats next..???