primped web seminar matt bateman database marketing
DESCRIPTION
TRANSCRIPT
Database-Building via Performance
Marketing
June 2009Matt Bateman
MD
Viva9 Pty Ltd
Agenda Agenda
• Performance Marketing • Building and maintaining interest in a database • Cost-effective Database generation • Keeping an audience interested • Key Aims:
– Engage with core customers – Develop Interest group
• Rewards Program? • Research • Developing a social media strategy
The Company: Viva9The Company: Viva9
• Australia’s Leading performance marketing network
• We provide sales and revenue generating services for our publisher and affiliate partners.
• Our focus is to aggregate traffic via our network partners and Viva9 owned products, then optimise this traffic and opportunities for advertisers.
Key PointsKey Points
Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from;
- Pay only when the objective of the campaign has been achieved;
- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;
- Full approval of publishers/websites running the campaign. No Blind Buys.
Building a database – cost effectivelyBuilding a database – cost effectively
• By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database
• Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing
• We can guarantee that a customer will only pay for members within their pre-defined target market
• Cost-Per-Lead = $3 per lead for a targeted database • A database that you can continue to market to via email and
mobile • We can target via:
– Age, Sex, Geographic location
Maintaining Interest Maintaining Interest
• What can Beauty/healthcare clients offer consumers? – Great content around skin-care and beauty – Expand to health and well-being generally – Ask the consumer – do they want:
• Samples • Opportunities to try new products • Competitions
– We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online
Rewarding Customers Rewarding Customers
• Getting to key influencers – If you reward the ‘sneezers’ amongst your audience, as well as
bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way
– 3Ts and an A:
• TRUTH • TRUST • TRANSPARENCY • ACOUNTABILITY
– In this space, you need to commit to regular communication, or not at all.
Performance Marketing Tracking – how it worksPerformance Marketing Tracking – how it works
Central DB
Consumers
Analytics Layer
Publishers
Multiple entry points
$ Leads Sales
Landing pages
Remarketing opportunity
Landing pages
Tracking pixel
Live reporting
CAMPAIGN EXAMPLES
Case Study – Coca ColaCase Study – Coca Cola
• CPL Program• Driving a DB for coke• Focus on families
interested in holidays• Over 30,000 names
in a database in 2 weeks
Case Study – Avon Case Study – Avon
• We have helped Avon build up their network of representatives
• Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs
Australia Post /FDS – Database build
Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys.
Delivery Channel – Combination of targeted eDM, using quality opt- in databases, and banner placement, through selected affiliates within the Viva9 network.
Results – Both surveys were completed well ahead of schedule.
StrawberryNet
KEY TRAFFIC SOURCES
New Opportunities
Survey ChoiceSurvey Choice
30.41%23.43% 22.58%
9.50% 8.34%3.08% 1.71% 0.96%
NSW VIC QLD WA SA TAS ACT NT
State By State
Connection TypeADSL
ADSL2
Cable
Dial Up
None
Marital Status
De facto
Divorced
Married
Single
Widowed
Home Ownership
Mortgaged
Owned outright
Rented
Work SituationHome duties
Looking for work
Retired
Student
Working full time
0% 10% 20% 30% 40% 50% 60%
Have Visa
Have Mastercard
Have American Express
Have Store Card
Have Diners Club
Cards
LOYALTY PROGRAMMELOYALTY PROGRAMME
• Integrated Network Loyalty Programme• 120,000+ Member Database• New member every 3 minutes
New revenue streams – Facebook Advertising as a traffic New revenue streams – Facebook Advertising as a traffic
driver driver
• 200 apps In 1 weekend• 18 Apps for
platinum cards in one week
Major Major InfluenInfluence in ce in RipplesRipples
RipplinRippling same g same contencontentt
Long Long Tail of Tail of RippleRippless
Social Media and Performance Advertising Social Media and Performance Advertising
• At this stage, affiliates/publishers are driving acquisition in social media
• Facebook already has profiling and targeting capability • My Space new tools announcement will be interesting • Social media looks more attractive, as search becomes
more expensive • Is information-gathering changing? • Twitter and Search combination could be a game-changer
Conclusions Conclusions
• A database is just a start – don’t waste the investment you have made in your customers and potential customers
• 3Ts and an A • The Ripple Effect in social media • Be very clear about your objectives from the start • Be CONSISTENT
Matt Bateman
Viva9Level 2, 62-64 Riley Street East Sydney
Phone: 61 2 9368 6850
Email: [email protected]
Twitter: viva9australia
matthieub
Contact DetailsContact Details