Digital Marketing. Engaging your Audience Online. Presented by News Xtend. November 2015

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1 Digital Marketing Engaging your Audience Online Presented by News Xtend November 2015

2 50 YEARS AGO

3 TODAY Today

4 REACH YOUR AUDIENCE Traditional Media: Match the target group to the media channel. Digital Media: Match the advertising impression to the internet user.

5 Where Can I Advertise Google - Via Ad Words (also called PPC Pay-Per-Click, SEM Search Engine Marketing) Social FaceBook, Twitter are the main ones because of their audience size Display Websites that accept ads like News.com.au and literally millions of others

6 Google Ads or PPC Organic or SEO

7 Facebook And in the News Feed

8 Display

9 FIVE STEPS TO SUCCESS Remember your vowels A Audience E Elect Goals I O Identify Solutions to Reach Goals Optimise while Executing U Use Analytics and Adjust

10 Advertiser Profile: Blinds/ Shutters Installers

11 BLINDS INSTALLS COMPANY PROFILE Average Sales Total Annual: $2,386,465 Total per Customer: $2,970 Average Annual Marketing Budget 3.6% of retail sales 50% digital ($3,600/month) Best Source of Business Word-of-mouth referrals / Online leads

12 INDUSTRY PROFILE Blinds Shoppers are more likely to enjoy Baking +20.7% Exploring Nature +18% Home Improvement +20.7% Home Decorating +24.1% Gardening +17.1% Source: 2014 AudienceSCAN

13 STEP ONE: AUDIENCE AEIOU Demographics Age Gender Education Household Dynamic Income Geography Where the live Where they work How far they will travel Online shopping / shipping Shopping & Browsing Habits Online Shopper Home Decorating Vehicle browser Technology guru Interests Music Travel Sports Cooking Business

14 STEP ONE: AUDIENCE AEIOU Demo Targeting Homeowner HHI $75k+ Geo Targeting Brisbane, QLD Cairns, QLD Townsville, QLD New Customers Past Customers Behavioral Targeting Online shoppers Home Decorating Content Targeting Cooking

15 STEP TWO: ELECT YOUR GOALS AEIOU Brand Product Event Awareness Lapsed Customers Existing Customers Potential Customers Engagement Phone calls Form submissions EDM sign up E-Commerce Purchase Visits to Location Page Leads

16 STEP TWO: ELECT YOUR GOALS I need to appear when customers search on Google for my brand, products and services Success to me is phone calls and form fills on my website

17 STEP THREE: IDENTIFY SOLUTIONS AEIOU Desktop Impressions Mobile Impressions Social Impressions Awareness Paid Search Impressions Desktop View-Through Video Views Social comments, Likes & Shares Engagement Opens & clicks Facebook Offers Claimed SEM form fills & phone calls Leads Site visits

18 STEP THREE: IDENTIFY SOLUTIONS Desktop Display Ads Mobile Ads Facebook Posts I need to appear when customers search on Google for my brand, products and services SEM

19 QUERY What percentage will network (display, mobile, and video) ads grow in Australia over the next 3 years??

20 QUERY Percent Programmatic Ads will grow in 3 yrs Source: IAB Australia, Programmatic Playbook

21 STEP FOUR: Optimise AEIOU.03%.07%.12% TARGETING CREATIVE KEYWORDS

22 STEP FOUR: Optimise DISPLAY AEIOU low% CTR B BLINDS INSTALLS Med% CTR High% CTR BLINDS INSTALLS BlindsInstalls.com

23 STEP FOUR: Optimise SOCIAL AEIOU BLINDS INSTALLS BLINDS INSTALLS BLINDS INSTALLS

24 STEP FOUR: Optimise SOCIAL PT 2 AEIOU BLINDS INSTALLS Mobile Newsfeed BLINDS INSTALLS Desktop Newsfeed BLINDS INSTALLS Allergens in the air, don t forget to keep your blinds clean! BlindInstallers.com Call or click to book your appointment. BlindInstallers.com Engagement Level

25 STEP FOUR: Optimise SEM AEIOU Blinds installation

26 STEP FIVE: USE ANALYTICS Desktop Impressions Mobile Impressions Social Impressions Paid Search Impressions Desktop View-Through Social comments, Likes & Shares I need to appear when customers search on Google for my brand, products and services SEM form fills & phone calls

27 STEP FIVE: USE ANALYTICS AEIOU

28 What Are Your Vowels? Remember your vowels A Audience E Elect Goals I Identify Solutions to Reach Goals O Optimise while Executing U Use Analytics and Adjust

29 Online Must have

30

31 THANK YOU

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