Part 1 What is an Integrated Digital Strategy How is IDS different? Why take an IDS approach? Benefits of an IDS IDS Campaign Successes & Failures

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Herbert Cox
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1 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 1 Craig Somerville & Llew Jury Reload Media 24 February 2010 Part 1 What is an Integrated Digital Strategy How is IDS different? Why take an IDS approach? Benefits of an IDS IDS Campaign Successes & Failures Part 2 Case Studies Easy-to-implement IDS Tips Questions about Part 1 & 2

How is IDS different? Why take an IDS approach?

2 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 2 Digital strategy & marketing agency working with 150+ clients across Australia. Specialise in search engine optimisation (SEO), Google AdWords (SEM). As part of our Reload Consulting arm, we also offer full integrated digital strategy marketing plans & website usability consulting.

Specialise in search engine optimisation (SEO), Google AdWords (SEM).

3 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 3 50% of your business marketing is wasted, you just don t know which 50% IDS stands for Integrated Digital Strategy It is based on the idea that your business digital and online marketing elements need to be fully integrated into your complete marketing approach. Many companies are doing part of it, but very few do it completely.

based on the idea that your business digital and online marketing elements need to be fully

4 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 4 Based on the notion of Integrated Marketing Communications or IMC. Based on the idea that digital is used to leverage and measure the success of the whole marketing approach.

5 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 5 The way consumers view a brand is changing. 37% of consumers associate the number one listing in Google with being the industry leader. (Source: iprospect) Internet users need to be treated like people too! 77% of US Internet users who made an online purchase in the past six months would be interested in help from a real person before buying (Source: Harris Interactive) The move is already on... US Executives named Integration with other marketing activities their top priority when asked about digital web analytics (Source: Unica & emedia) Users head online following offline marketing exposures After watching a program or viewing an ad on TV, Googling it is the most popular follow up action (Source: emarketer)

77% of US Internet users who made an online purchase in the past six months would be interested in help from a real person before buying (Source: Harris Interactive) The move is already on.

6 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 6 You are able work out which parts of your marketing mix are working, increasing your marketing ROI Digital can be used to track every other marketing activity. Do not segment consumers into online consumers and offline consumers Every customer is unique and requires a oneon-one engagement Do not damage the brand by creating conflicting messages Everything can be tracked!

7 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 7 Using different phone numbers/website addresses for different marketing activities. Talk to your web designers about code that can track users source. (eg: Google Analytics) Ensure your CRM tools can handle extra important fields Whatever marketing approach you are using, there is a way to track it using digital com

Talk to your web designers about code that can track users source.

8 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 8 Google is not a digital-only company They also brought out a Superbowl Ad The Zero Movement was an unbranded TV campaign that sent users to thezeromovement.com.au, following TV, print and radio ads. The site was quickly identified as a branding exercise for Coke, and was hammered in press and online. The website was pulled down.

sent users to thezeromovement.com.au, following TV, print and radio ads.

9 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 9 Whilst Dominos and Eagle Boys have very effective IDS campaigns in place, Pizza Hut falls way behind. With the other two, coupons can be found online, in letterboxes, newspapers, giveaways, etc, and all of them work over the phone, online or with a walk-in. This is not the case with Pizza Hut.

10 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 10 They are making the fundamental mistake of assuming that a consumer who uses letterbox coupons will not order online! This leads to frustration and brand dissonance Toohey s launched a TV, print and outdoor campaign (Milton Rd and Gabba) that sent all users to: facebook.com/5seeds

11 Networx event - 24 February 2010 'Integrated Digital Strategy' Page

12 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 12 What they did well: Used the web address to reinforce the message and measure effectiveness of the ad Captured users who searched in Google for variations of the brand What they could have improved: AdWords to reinforce the message

effectiveness of the ad Captured users who searched in Google for

13 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 13 They use different SMS words to track message effectiveness. HELP, HARD, QUIT, TRY etc Make sure any slogans or taglines rank well in the search engines. Prepare for at least 3-4 weeks before for indexing! Have an easy to remember phone number which is unique to your radio ads Have an easy to remember web address which is unique to your radio ads Put your TV ads on Youtube

HELP, HARD, QUIT, TRY etc Make sure any slogans or taglines rank well in the search engines.

14 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 14

15 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 15 Use print to send people directly to website addresses or a special page (eg: Make the most of your social media sites Use a promo code

website addresses or a special page (eg: www.website.com.

16 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 16 Use short and sharp web addresses Use short and sharp slogans or offers that if searched, rank well in the search engines Upload your billboards and get them into Google Images, etc.

slogans or offers that if searched, rank well in the search

17 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 17 Quick Response (QR) codes to phone to URL

18 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 18 Embed code in all your links to track which link has been clicked. (Your web designer can help out here it works with Google Analytics) Reinforce TV, radio and print messages, slogans and offers Ensure that any digital offers can be used offline/over the phone, etc. Stats show you can get 50% more opens by including a coupon in your s. (Source: Experian) The worst website in the world...

(Your web designer can help out here it works with Google Analytics) Reinforce TV, radio and print messages, slogans

19 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 19 Install Google Analytics See where users have come from. Go beyond the basics of Analytics, use the advanced features like UTM (Urchin Tracking Module), source tracking, goal tracking, e-commerce tracking and more... You can also assess the success of other campaigns by seeing how many people used the web address of your TV ad, radio ad, or Googled you based on keywords or slogans from those activities. Using different numbers for different marketing elements - e.g with a A/B split Use social media to harness the efforts of other marketing activities, not as a primary driver. Eg: Link to your Twitter, Facebook and Youtube channels from your website.

.. You can also assess the success of other campaigns by seeing how many people used the web address of your TV ad, radio ad, or Googled you based on keywords or slogans from those

20 Networx event - 24 February 2010 'Integrated Digital Strategy' Page 20 Contact details: Craig Somerville General Manager Reload Media Llew Jury Managing Director Reload Media Tel: Web:

General Manager Reload Media Llew Jury Managing

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