digital world2

Seminar: Exploring the opportunities of

digital direct marketing for your business

Presented by:

Mike Berry Dip DM, F IDM Ghent, June 7 2011

© 2011 Mike Berry Associates

The opportunities of digital direct

marketing for your business

Presented by:

Mike Berry Dip DM, F IDM Ghent, June 7 2011

Hello! I‟m Mike...

• Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,

Head of Digital EMEA for Jack Morton (Interpublic)

• In digital marketing since 1995 (ish)

• Worked with brands in B2C, B2B, Charities

• Integrated marketing background

• Professor of Digital Marketing, Hult Business School

• Fellow, Trainer and Consultant for IDM

©2011 Mike Berry Associates

A consultant

“Borrows your watch, tells you the time, then sends you an invoice.”


Brands I have worked with.


What about you?


What about you? <with a twist>

• Name, company and why are you here?

• What Digital Marketing have you done?

• What areas of digital marketing would you

like to know more about?

• What‟s your favourite website? Why?

?


Timetable for today

09.00 Start: Session 1

11.00 Coffee

11.15 Session 2

12.30 Lunch

14.00 Session 3

15.15 Coffee

15.30 Session 4

17.00 Close


About today

• YOU WILL GET THE SLIDES

• Only a day

• Overview of big (and growing) range of

activities

• Plenty of content

• Share stuff

• Ask questions

• Challenge

• Enjoy!


The digital marketing toolbox

The world is changing...



“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it‟s the people who are taking control.”

Rupert Murdoch, Wired magazine



“ Less than a decade ago, people described the act of „going online‟ as venturing into some foreign realm called „cyberspace‟. But that metaphor no longer applies. Facebook, Twitter, Flickr and all the other newcomers aren‟t places to go, but things to do, ways to express yourself, means to connect with others and extend your own horizons. Cyberspace was somewhere else. The Web is where we live.”

Source: Newsweek


Trying to keep up with digital

is a bit like this...


“As we know, there are known knowns. There are things we know we know.

We also know there are known unknowns. That is to say we know there are some things we do not know.

But there are also unknown unknowns, the ones we don‟t know we don‟t know.”

Donald Rumsfeld,

former US Secretary of Defense ,

at Press Briefing February 12, 2002

after Confucius


Jargon

New media

E-marketing

Interactive

DIGITAL

Online


Jargon

It doesn't really matter

what we call it- it‟s how we think and

what we do...


Today

• How digital has changed marketing

• Online Display

• Search

• Social Media

• Email

• Affiliates, Viral, Mobile

• A look ahead: the next big things

• Summary


It‟s about knowing your customers

• How old are they?

• How much money do they have?

• Where do they live?

• What do they like doing?

• How do they relax?

• What drives them?

• What do they aspire to?

But how?

We can guess...

Or we can find out!

• Data may be your organisation's biggest asset

• Sales/ transactions

• Enquiries

• Customer service

• Web analytics (clickstream, site stats +++)

• Ask them

• On-site surveys!

“Data Is The New Oil” Clive Humby: Founder, dunnhumby

All data can help; in the right hands

DM agency

Database Agency

IT

Customer Services

Sales

Finance

Online team

Digital agency comScore/ Hitwise/ Alexa

Google

(Facebook?)

Customer/ prospect

data

Web Analytics data

Let‟s drill down... CUSTOMER DATA

• Personal

• About identified individuals

• About real behaviour

WEB ANALYTICS DATA

• Aggregated

• Anonymous

• About real behaviour

The opportunity

+ =

Data is the key

“How much value lies untapped in existing corporate and

public data streams? My guess is a lot. How many

companies are truly joining up their data to extract and

interpret the kind of intangible insight that has real tangible

value? My guess is very few. That, to me, has opportunity

written all over it.”

<Neil Perkin: Predicting The Unpredictable

http://neilperkin.typepad.com/only_dead_fish>

How digital has

changed marketing


What is marketing?

• Bringing buyers and sellers together

• Meeting customer needs; profitably

• Combination of:

product, price, place and promotion

(Kotler)


Marketing communications

• Delivering the right message

• Via the right channel

• To the right individual

• At the right time

EASY, huh?


What is digital marketing?

• Electronic communications

• Reaching consumers/ business purchasers

via a screen, interactively

• Internet marketing (via desktop PC, Mac,

iPad, Mobile device)

• “What digital marketers do...”


Planning Digital Marketing

Understanding the growing range of digital tools and employing them appropriately to enhance every

brand communication


Planning Digital Marketing

Understanding the growing range of digital tools and employing them appropriately to enhance every

brand communication

Mobile

Website Design and Build/ Usability

E-mail Marketing

PPC

Virtual Worlds

Social Media

Blogs podcasts

Viral marketing SEO

Web Analytics


Affiliate Marketing

It‟s all new!

„Old‟ Media:

• Posters (ancient Egyptians, Greeks, Romans)

• Newspapers (1830s)

• Commercial Radio launched (1920 US;1973 UK)

• Commercial TV launched (1941 US;1955 UK)


It‟s all new!

• Google

• Twitter

• iPod

• Microsoft

• Facebook


When were they launched?

• Microsoft launched 1978

• Google launched 1998

• iPod launched 2001

• Facebook launched 2004

• Twitter launched 2006


We‟ve come a long way...


http://www.youtube.com/watch?v=gCMzjJjuxQI

http://www.youtube.com/watch?v=gCMzjJjuxQI

We‟ve come a long way...


Changing everything. Again

and again.

There‟s further to go...

There‟s no going back...


The internet has changed everything...


? hours in the day...


We‟re all multi-tasking...


Two and three screeners (Laptop, TV, Phone/iPad)

Heineken „dual screen‟ game

• Heineken StarPlayer: live football game that lets fans watch UEFA Champions

League matches on TV whilst playing it in real-time on a computer, iPhone or

iPod touch

• „Dual screen‟ digital initiative transforms TV watching into a social interactive experience for football fans. The game taps into competitive banter of the

fans by creating a live TV game experience that can be played from

wherever they are watching the game

• Overlay to live football matches, first global example of a social media

gaming platform. Fans watch the football on TV while playing StarPlayer in

real-time, anticipating events on the pitch live and making decisions on what

will happen in next few seconds

• „Dual screen‟ technology involves time-dependent decisions on play


• To score points, fans anticipate what will happen at key moments such as corners,

free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the

next 30 seconds. With every correct forecast, fans gain points. Through the

„Interactive Champions League‟, they can also compete and share with their friends via Facebook and with other players around the world.

“StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and

enjoying the matches. For Heineken to be able to bring the excitement and

competition of these premium matches to the actual fingertips of the fans through

the cutting edge „dual screen‟ technology of Star Player really showcases our commitment to providing extraordinary innovative experiences for fans.”

Floris Cobelens, Global Head of Digital, Heineken


• Leverages

sponsorship

• Recognises most

football is viewed on

TV by lone males

• Adds a real-time

„social‟ element • Heavily branded

How would we live without the internet?

• Buying a new house

• Buying a new car

• Choosing and booking a holiday

• Sourcing a new supplier at work

• Preparing for a meeting with a new contact

• Choosing a training course

• ???


“It is not the strongest of the species that

survives, nor the most

intelligent that survives.

It is the one that is the

most adaptable to

change.”

Charles Darwin

Words of wisdom


Traditionally...


The internet has changed the world


...but some things stay the same

“You can‟t bore people into buying.”

- David Ogilvy


From the days of „Mad Men‟

“The consumer is not a moron. She is your wife.”

- David Ogilvy

David Ogilvy,

, 1963


To paraphrase...

The buyer is not an automaton....


The buyer is not an automaton...

..(s)he is a human being


Individual Company Exercise

• What kinds of digital marketing does your

organisation do?

• How is Digital marketing planned,

implemented and measured in your

organisation? Who is responsible for each of

these activities?

• How well is digital integrated with offline?

• What could be done better?


The digital marketing toolbox

• Online display

• Search

• Social Media

• Affiliates

• Viral

• Email

• Mobile


Online

Display


Online DISPLAY ads

• Permission?

• Or INTERRUPTIVE?

Online Advertising:

interruptive or permission-based?

• Surprise the user

• Grab their attention

OR:


Online Advertising:

interruptive or permission-based? • Surprise the user

• Grab their attention

OR:

• Ask permission

• Invite engagement?


Cost per engagement?

• “In general, the industry suffers from the emphasis on click-through rate. I feel very confident

based on results that we're

seeing, especially when friends

are recommending to friends. Research shows that, on average,

people are 68% more likely to

remember seeing the ad if their

friend has recommended it and twice as likely to remember the

message of the ad. (Nielsen). To

us, what's more powerful than click-through is, “Are people paying attention to the message and remembering it?” ”

Carolyn Everson

VP-global sales, Facebook

April 2011

Online display

• The most like traditional press advertising

• Banners like strip on a newspaper magazine

page

• Debate: interruptive formats vs. permission

• Stunning effects rapidly get boring/ annoying

• Just because it can be done doesn't mean its

right for your brand

• TEST but also apply judgement


How online display advertising works

<source: nma.co.uk>

Ad Servers

Statistics Database

Delivery & Tracking

ROI Reporting

User

Publisher

Publisher Ad Server

AD

URL

User goes to a site. The site loads,

Page needs an advert to be placed on it

1 The ad serving system looks for an appropriate ad based on all the ad schedules it holds

Once the ad is chosen it is served, and a record kept of this.

3

How adserving works

2

Basic online advertising formats


(300 x 250) MPU

• Homepage auto-play

• 30p CpC

• 10m impressions

per day


728 x 90 Leaderboard


http://www.flashtalking.com/yahoo_apple/

(160 x 600) Super Skyscraper


Push-down Leaderboard (CpR)

Expands in size from 728x90 pixels to 728x350


L-shaped banner


Standard Expandable


http://www.flashtalking.com/showcase/bbc_podcasts/

Expandable


http://www.flashtalking.com/showcase/RangeRover_gates/

Homepage takeover


Shake them up!

http://www.youtube.com/wariolandshakeit2008





Surprises can be good…

http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html











And of course……Facebook

|

http://www.facebook.com/adsmarketing/

http://www.facebook.com/adsmarketing/

• Information you need

CPM Rate

Click Through Rate (CTR)

Conversion rate from „Click‟ to „Action‟

Trading: Calculating estimated

CpAs for CPM campaigns


Trading: Buying models

• Cost per Thousand (CPM)

• The classic media buying currency • Rewards media owner purely on their audience size and composition

• Cost per Click (CpC)

• Search marketing, directories & comparison site listings

• Rewards media owner for response, not reach


• Cost per Sale (arrival, lead, acquisition,

registration)

• Affiliate marketing • Some e-commerce and partnership deals

• Media owner takes most of the risk

• Hybrid deals • Some partnership and tenancy deals

• Shared risk arrangement

Trading: Buying models


The enemy...


Media Buying tips

+


Media buying tactics

• “Gorillas with calculators”

• “It‟s a game... but with real money”

• “Like poker without the cards”

• “Always leave the other guy his bus fare home”


Managing an online media

budget

• There is no perfect online media mix

• Budgets allocated on a test & refine basis

• Early stage online advertising may well have high

wastage

• Later stage campaigns should still contain a test

budget


Search


Seek and Ye Shall Find...


• Definitions


Google

Larry Page and Sergey Brin founded Google

in 1998. Using a friend's garage as their base

of operations, they only settled on a name

after misspelling the maths term „googol‟. Google's combination of clever search

algorithms and sophisticated ad program

AdWords propelled it to the top of the search

engine market. It has stayed there ever since.


Yahoo!

• Yahoo is struggling; CEO and co-founder Jerry Yang resigned at the end of 2008

• Has continued to lose search engine market share under new CEO Carol Bartz

• On July 29th 2009, Yahoo agreed „the unthinkable‟ and appointed Microsoft‟s Bing as its exclusive search platform. Soon the former „king of search‟ will soon only show results from its arch-rival


Bing

• Microsoft Bing, the successor to MSN Live

Search, launched in June 2009 with a

reported £60 million marketing budget

• Bing quickly established itself as a serious rival

to Google. Total searches on Microsoft were

up 22 per cent in a single month (Nielsen)

• comScore confirms that Bing is still on the up;

Yahoo!/Bing share nearly 30% in US in 2011


Bing takes share from Google


Search Engine Optimisation (= SEO)

“Search engine optimization (SEO) is the process of improving the volume or quality of

traffic to a web site from search engines via

"natural" or un-paid ("organic” search results. Typically, the earlier (or higher) a site appears

in the search results list, the more visitors it will

receive from the search engine.”

Wikipedia


Search marketing – SEO & PPC

Natural

Paid


SEO


SEO Your Website

Think about the „user experience‟


Your Website/SEO

• “You have to have one these days”

• Make it work for you

• Make it somewhere you are PROUD of

• Make it easy to navigate/order (usability)

• Refresh content regularly (News? Offers?

Blog?)

• Help the search engines to find it (SEO)


Your Website/SEO

• How does your site look on Firefox? Chrome?

-on a Mac? -on a mobile device?

• You‟re competing with Amazon, BBC, eBay

• Help the customer to find what they want

• Good signposting : “Where am I?”

• Don‟t have any dead-ends/ broken links

• “Disloyalty is only one click away”


Your Website/SEO

• Make your website somewhere you'd be

proud for a (potential) customer to wander

around unaccompanied

• Then find (potential) customers and

encourage them to go there (drive traffic)

• Make it interesting and useful for them to

return regularly...


Pay-Per-Click Advertising

(=PPC)


Pay Per Click Advertising (=PPC)

• “Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market

• Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website”

Wikipedia


Pay Per Click Advertising (=PPC)


Search marketing = SEO + PPC

Natural

Paid


Pay-per-click advertising

Google AdWords

• You bid for a „key word‟ the amount you are prepared to pay per click on your ad (through

to your website)

• Driving traffic; people interested in your

products

• £Bid X Quality Score Your search

„ranking‟


Google AdWords


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idm2011 mike berry associates

mike berry dip

digital haschanged marketing

areas of digital marketing

digital marketing toolbox

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