netwealth educational webinar - secrets of digital marketing with special guest pandora radio

PowerPoint Presentation

Netwealth educational webinar series

July 2016Secrets ofdigital marketingwith Pandora radio

HousekeepingThis webinar is being recorded. Slides will be sent to you after the webinar.Enter your questions in the chat. We will get to them during at the end of the webinar.Posting to social? Make sure to use #netwealthinvest or tweet @netwealthInvest.CPD pointsA questionnaire will be sent after the webinar

Meet todays speakersKatherine LarnerBrand Marketing Strategist [email protected]

Andrew BraunGM [email protected]

AgendaThe new consumerDriving awareness with digital marketing Introducing Pandora radioStreaming music trendsThe power of audioKey takeaways + Q&A

The empoweredconsumer

The rise of UBER, Apple, Google and Facebook has provided with more information than they have ever had, yet speed and simplicity in accessing this information.

This creates an empowered consumer, one where there is less of an information dichotomy between organisations and buyers.

This empowered consumer relies on their smart phone to access the internet all day everyday. When was the last time you caught a train.

They rely on their social media mates for information and trust organisation the least for this source of information.5

Path to purchaseAwarenessWhat does an adviser do? Do I need one?

EDUCATION

ConsiderationI need an adviser, who should I speak to? What should I look for?

COMPETIVE REVIEW

DecisionI need more details, such as prices and specific outcomes.

THE DETAILS

PurchaseLets work together! How do we get started?

THE INITIAL EXPERIENCES

LoyaltyI really trust my adviser, how can I support them?

THE ONGOING RELATIONSHIP

So when looking at this empowered consumer and how they make decisions about product and services it is important to reflect on a simple marketing construct the path to purchase. The advent of digital fortunately has not changed this6

How digital impacts thisAwareness

Consideration

Decision

Purchase

Loyalty

Radio TV

WOMBillboardsMail

Seminars

Display ads

FAQs on website

Blog articles

Webinars

Ratings & review websites

Search

Your website Landing pages

Blog articles

Getting started webinars

Blog articles

Email + newsletter

App

Loyalty program

Live chat

Social media

Magazine

Mail

Call centre

Follow up emails

Staff

MailDIGITAL TOUCHPOINTSTRADITIONAL TOUCHPOINTS

Display radio

Lead generation using digital marketing

Question to audience: Who has spent money on digital advertising? Who has had a positive experience? Where did you advertise?

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Tips to generate leads via digitalOptimise your online presence for local searchFacebook advertisingOptimising your landing pageDigital radio advertising

Local search

Paid searchTo learn more: www.google.com.au/adwords/

Local search

Google+ / Google mapsTo learn more: www.google.com.au/business/

Local searchTo learn more: https://moz.com/local-search-ranking-factorsMy business signals 14.7%Google listingCategoryLocation

External location signals 15.5%IYP/aggregator consistencyCitation volume

On-page signals 21%Name, Address, and Phone Number are consistently listed the same across the webKeywords Domain authority

Link signals 18.3%Inbound anchor textLinking domain authority & qualityReview signals 9.8%Review qualityReview diversityReview velocity

Social signals 5.8%Google+ authorityFacebook likesTwitter followers

Behavioural / Mobile signals 6.9%Click through rateMobile clicks to callsCheck in

Personalisation 8.4%

The top negative ranking factors are:Incorrect business categoryListing detected at false business addressMis-match NAP / Tracking Phone Numbers Across Data EcosystemPresence of malware on site

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Facebook advertising

Facebook has the reach of TV but with the targeting capabilities and low-cost entry price that only the internet can offer.

Facebook advertising

To learn more: www.facebook.com/business/Tools: Facebook Power Editor

Landing page optimisationBanner Ad / Search / Audio Ad Landing Page Enquire / Buy

To learn more: http://unbounce.com/101-landing-page-optimization-tips/https://www.quicksprout.com/landing-page-optimization/http://blog.hubspot.com/marketing/landing-page-examples-listhttp://blog.hubspot.com/marketing/fantastic-landing-page-exampleshttp://www.awwwards.com/how-a-simple-landing-page-can-drastically-change-the-face-of-your-business.html https://searchenginewatch.com/2016/07/14/11-quick-ux-tips-to-improve-landing-page-conversion

Tools:https://www.optimizely.com/ Google Analytics Expirementshttp://unbounce.com/

When you run any type of online adto increase traffic to your website, where do you send that traffic? Are you directing people to the homepage or other generic page?

Landing pages are pages on your website that are built with two things in mind -a specific campaign and a specific goal or a particular action you want your new traffic to take.

When you send traffic to your homepage or blog post, there are too many distractions. Youve got current news and promotions, social links, the main navigationand lots of other links that pull a visitors eye in all sorts of directions.

If you send people to a special page that was designed with an end goal in mind, things become much more streamlined, organized, and as a result, more effective.

Source: https://www.entrepreneur.com/article/27841315

Landing page optimisation

Few distraction

For those that want to speak to someone

Clear call to action (CTA) at the top of the page

Beautiful imagery

Simple articulation of what the offer is

For those who might be nervous

Clear copy

Secondary CTA for those not ready to buyhttps://99designs.com.au/powerpoint-template-design

That all seems easy and dandy, but how do you create a landing page if youve never done it before? What exactly do you put there? What components are necessary?

First of all, youve got to have one clear objective. What is the purpose of this page? What do you want people to do when they land on this page? Answer these questions, and you have thebuilding blocks for a page that will just fall into place.

Lets look at 99designs, a online freelance company, as an example16

Landpage optimization(LPO) is one part of a broader Internet marketing process called conversionoptimization, or conversion rateoptimization(CRO), with the goal of improving the percentage of visitors to the website that become sales leads and customers.17

Introducing Pandora radio

Pandora Confidential



Todays Agenda

Streaming Music Landscape Streaming Music TrendsPandora Partnerships & AcquisitionPandora Advertising & Power of Audio

Feel free to ask questions throughout!

Music Consumption Has EvolvedStreamingPandora / Spotify / SoundcloudDownloadingNapster / Lime Wire / iTunesHard CopyVinyl / Cassette / CD

NOWMid 00sMid 90s



Streaming CategoryKey category tiersStreaming AggregatorsTune into streams of Broadcast Radio Stations(TuneIn)

On-Demand StreamingPlay individual songs or albums on demand, usually for a subscription fee (Spotify)

Personalised RadioCreate your own personalised radio station based around an artist, song or genre(Pandora)

Pandora ConfidentialThe Music GenomeSetting pandora apartThe Music Genome captures up to 450 musical attributes or genes of a song such as vocal tonality or beat syncopation

This is then analyzed & sorted by a team of 30+ highly skilled Musicologists

From there it is organized using a complex mathematical algorithm

The result is that Pandora plays customized musical selections in the form of stations completely unique to the user

Streaming music trends


Streaming CategoryKeY TRENDSConsolidationFrom 20+ services to 3 dominant players Pandora, Spotify and Apple Music

Move towards SubscriptionApple Music 100% Subscription, Spotify 40%, Pandora to launch on-demand subscription service

Mainstream AdoptionNo longer only early adopters. Rise of Netflix/VOD

Music Streaming GrowthSource: Roy Morgan Research Single Source (Australia): November 2014 October 2015

Incremental Reach Versus Radio5Source: Roy Morgan Research Single Source (Australia): June 2015 Mar 2016

COMMERCIAL RADIO78%

DIGITAL RADIO8.1%

13.9%Commercial radio or digital music streaming listeners(13.4M)

Incremental Reach Versus SpotifySource: Roy Morgan Research Single Source (Australia): June 2015- March 2016

79% of Pandora users have not listened to Spotify in the last 4 weeks

Pandora79% exclusivity

Spotify88% exclusivity

Pandora AustraliaLargest AUSTRALIAN internet radio serviceDelivering audience at scale:3.5m+Registered Accounts(15% Market Penetration)


Unique User Growth9% Growth


Engaged Audience on PandoraMost listened to Australian internet radio serviceTime Spent:2.5 HrsListened per user per day


Source: Roy Morgan Research Single Source (Australia): July 2014 June 2015, Total Audience: Website or App in the last 4 weeksPandora Listener Profile


Page 32Bing SMB Advertisers Search Ads21-Jul-16 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

The Internet of Everything


Adoption Fueled by Strategic Partnerships


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The powerof audio


The Power of Audio

Captures Attention

Personalisation of message

Unparalleled Engagement

Tap in to Peoples Imagination

Best Practice Audio Advertising


Best Practice Audio AdvertisingPandora Confidential

Target Your Exact Audience

LocationDemographicTime of Day


Audio Commercial Load

1 Spot1-2 Spots1-2 Spots7 MIN15 MIN

1-2 SpotsPandora serves a maximum of 4 Audio Ads per hourLow Clutter, Deeper Ad Engagement15 MIN15 MIN


Benefits Versus RadioCOMMERCIAL RADIOPersonalisedYesNoCommercial Load (Ad Clutter)Low 2 mins/hourHigh 15+ mins/hourAudience DeliveryActual (Logged In User)EstimatedTargetedAge, Gender, Geo, Genre, etcDemo SkewedVisual SupportYesNoMeasurableYesNoAudience VerificationYesNo


HSBC CASE STUDY1.49%overall campaign conversion rate$100cost per call1.59%

334total number of call enquiries to HSBC from campaign

click to call ratePandora Confidential

GETTING STARTED WITH PANDORAInvestment: $15,000 (min. $5,000)

Free Audio Ad Recording: Pandora can record custom audio ad free of chargeReporting: Weekly reporting provided on the number of audio ads that were heard and clicks to your website

1 month, Melbourne, 550,000 audio ads, visual banner ads

[email protected]



Katherine Larner0437 [email protected]


Key takeaways

Generating leads with digitalLead gen (awareness/consideration) digital activities differ from conversion and retention tacticsThe benefits of digital radio are:Emotionally connects you with people through personalisationHyper targeted, hyper-localNo clutterROI is clearFacebook advertising is a cost effective marketing toolEnsure you are set up properly for google local searchLanding page optimisation will increase conversion ratesDont wait test and learnWatch your inbox for our resources on digital marketing

Questions & Answers

DisclaimerThis webinar and information has been prepared and issued by Netwealth Investments Limited (Netwealth), ABN 85 090 569 109, AFSL 230975. It contains factual information and general financial product advice only and has been prepared without taking into account the objectives, financial situation or needs of any individual. The information provided is not intended to be a substitute for professional financial product advice and you should determine its appropriateness having regard to you or your clients particular circumstances. The relevant disclosure document should be obtained from Netwealth and considered before deciding whether to acquire, dispose of, or to continue to hold, an investment in any Netwealth product.

While all care has been taken in the preparation of this document (using sources believed to be reliable and accurate), no person, including Netwealth, or any other member of the Netwealth group of companies, accepts responsibility for any loss suffered by any person arising from reliance on this information.

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