Session 9 Online acquisition media. Australian Direct Marketing Association

Transcription

1 Session 9 Online acquisition media

2 Contents Overview of the digital media marketplace Portals and display advertising Search marketing Other forms of online marketing Using mobile as an acquisition tool

3 How are we advertising online? Display ads Classifieds Paid search Organic search Commission-based e.g. affiliates

4 Australian trends in online media spend

5 Online media integration Balance your effort to produce the best results - Online branding - Results Banner advertising Cold marketing Affiliate marketing Conversion optimisation SEO & Pay-per-click Effort + Website and content creation + Courtesy of Fred Schebesta Director, Credit Card Finder

6 Module 4 Online Advertising Pricing Models Risk Bearing Publisher Advertiser CPM cost per thousand (Portals) CPC cost per click (Search) CPA cost per acquisition (Affiliates) Revenue Share (Affiliates)

7 Portals Portals are websites where many Different information sources & Services come together online to Create a virtual one-stop shop Examples: Ninemsn Yahoo Fairfax digital News interactive

8 Portals Advantages Rich media, display or text advertising Cross-media integration Broad reach Ad-servable (known customer targeting, frequency cap, etc) Disadvantages Cost per 1000 impressions pricing model (high risk) Not personalised / targeted Low click through rates

9 Banner ads Once the mainstay of online advertising Now suffers from clutter and interruption Effectiveness is largely dependent on entertainment and creative value:

10 Banner ad example

11 Banner ad example

12 Smarter targeting & optimisation Automation of a number of online advertising decisions: Behavioural targeting: Serving ads to a viewer based on a profile of previous behaviour Contextual advertising: Placing suitable ads on a page based on the content of the page. Creative optimisation: Using experimental or predictive methods to determine the best creative treatment for a given ad

13 Behavioural targeting User profile: Search history IP address Cookie data Site origin Creative inventory: advert 1 advert 2 advert 3 advert 4

14 Contextual Advertising

15 Search Marketing

16 Search Engine Marketing Options SEO Search Engine Optimisation SMO Social Media Optimisation PPC Pay Per Click, including local search

17 Search is the main form of discovery Source: Nielsen

18 Why Ranking is so important The highest ranking position will deliver more than half the clicks SOURCE: Jansen, Bernhard & Spink, An analysis of Web Searching by European AlltheWeb.com Users.

19 Module 4 Search Engine Optimisation A page s search ranking determined by multiple factors including: Relevance of page text to keyword Construction / readability of each page (no flash, dropdowns, etc) Placement of images (can t be read) Number of links on web to that page relevance & quality of linking pages Page metatags (some search engines) Other relevant points Engines frequently change their algorithm Pages are ranked, not sites Age of site is a factor

20 Pay-per-click (PPC) Tactics Understand user search behaviours Research keywords exhaustively Monitor competitor activity Optimise ad creative for highest Click through Ensure landing pages provide relevant information Continually monitor and optimse bids

21 The Search process Beach holidays Hotels Goldcoast Hotels Surfers Paradise Five star hotel Surfers Paradise Sheraton Surfers Paradise Sheraton Surfers Paradise Deals Learn research Define Qualify Compare Decide Buy/book Fifty-four per cent of online travel buyers started the shopping process with a generic product or destination search term, and 10 per cent did not use branded terms (such as Thompson holiday or EasyJet flights ) at all during their online travel shopping experience. Google Comscore research 2007

22 Search s Long Tail The Head: Major keywords e.g. categories and brands Each word generates high volume Expensive to bid for The Tail: Infrequently used keywords, but more specific Many of them and less expensive Collectively generate more traffic than major keywords

23 Local Search relevance to your business?

24 Relevance of Landing page Search word PC s Laptops Desktops

25 Social media optimisation (SMO) Blogs Social Bookmarking (e.g. delicious) RSS feeds (update requests) Wiki's (e.g. wikipedia) Photo Communities (e.g. Flickr, Picasa) Video (e.g. youtube & Yahoo video) Social Networking Sites (Facebook, myspace, Linked-in) The more content & involvement you have in these media the greater your chances of being ranked highly in search engines

26 ...as an alternative is the second largest search engine in the world (after Google, of course ) 24 hours of video are uploaded to every minute!

27 Content Ideas How to videos Screencast see a quick overview of our new site Product Demo User Generated Content TVC s (if appropriate) Relevant Interviews

28 Affiliate marketing Affiliate Retail traffic Merchant Bounty payments Administration & payments handled by affiliate network programme (middle man) Results-based payment structure Highly scalable Tight policing required

29 for Acquisition Opt-in lists from lifestyle data suppliers Pay-per-click list providers: - Prospects sign-up to a panel - Provide personal data for targeting - They are paid for clicking onto client websites - Also used for research Pureprofile example

30 Mobile for acquisition

31 Traditional Mobile Advertising Integrate mobile destination (URL) in traditional advertising Advertise the URL On a billboard In a magazine On the side of a train In a press ad Include SMS shortcode as alternative to URL

32 Example: Target Club Membership

33 Tooheys New Lets Make History Objectives To gather customer names, and sell more beer! Solution Consumers submitted an image of themselves - via MMS or online Entrants were eligible to win a variety of Wallabies related prizes Results With over 65,000 images uploaded, the campaign smashed the world record for the world s largest photo mosaic

34 How Australians are using Mobile online More than 70% of Australians use mobile for more than voice & sms 41% visited a website 30% used mobile search 15% used social networking sites 61% accessed information 57% accessed entertainment 31% used mobile to make purchase Australian Results of Worldwide Mobile Data Service Study

35 Whereis attracts mobile users with SEM Whereis buys mapping and location related keywords on Google Mobile Every month earns more than 4k visits from 130k plus impressions Average CTR = 3.3% 10% growth rate month on month

36 Mobile ads Mobile ads are short, text-based ads that appear when users search Google from a mobile device

37 How do Australians feel about Mobile Advertising? Australian Mobile Phone Lifestyle Index

38 How do Australians feel about Mobile Advertising?