PERFORMANCE DIGITAL PLATFORMS

Transcription

1 1 PERFORMANCE DIGITAL PLATFORMS DISCOVERY & CONSULTANCY

2 2 Viable opportunities Cool facts 18m 88% Facebook users in Malaysia People use the internet as part of their daily routine 79% Malaysia internet users enter websites via a search engine 89% Malaysia internet users use the internet as the first place to look for information Source: Facebook, Google & Nommnom Media, 2014

3 3 Deliberate planning Get to know Performance team

4 4 Performance Brand Experience Map Paid Search Increase immediate visibility by building Keyword Territory within Paid Search Always ON for brand keywords + Campaign keywords during tactical periods Landing Page Optimization Develop unique landing page to tackle each target audience group Social Media Engage with potential customers in a 2-way communication. Social Media advertising encourages higher engagement hence increases brand s credibility Display Network Digital banners targeting potential clients by topic, interest, keyword and website targeting SEO EDM Tailor and personalize Direct Marketing towards audience s needs and preferences. Analytics Monitor brand and campaign performance in a real-time analytics dashboard. Access it straight via desktop and mobile Boost site s organic traffic by leveraging on site content and external linkages. Site Audit Identify potential improvements to enhance site performance through better understanding of the functionality, capability & users experience of the new site.

5 5 Google Ad formats Google Search Google Display Network

6 6 Search Strategy E N G A G E M E N T, S A L E S, A W A R E N E S S E T C. Paid vs Organic search strategy Less budget required to reach Impression share goal > Seasonal Paid Search Campaign Bursts < Budget required to reach impression share goal Paid drives majority of traffic > < Organic drives majority of traffic Organic Search Budget required to reach impression share goal TIME

7 7 YouTube Ad formats Skippable video ads YouTube Masthead Overlay and Display ads

8 8 Facebook Ad formats Page Post Link Ad Standard Ad Like Ad App Ad Page Post Image Ad Page Post Video Ad Page Post Text Ad

9 9 Twitter Promoted Tweet Ad formats App Card Website Card Promoted Account Lead Generation Card

10 10 Matching the best targeting with business objectives Target those who matter to the business Awareness Targeting: Geo, Age, Topic, Interest Consideration Targeting: Geo, Age, Interest, Topic, Keyword, Website Retargeting Conversion Targeting: Geo, Age, Interest, Topic, Keyword, Website Retargeting, , Phone Loyalty Targeting: Website Retargeting, , Phone, Fans/Followers

11 11 Matching the best media with business objectives Digital helps in all marketing funnel Awareness Best media: Consideration Best media: Conversion Best media: Loyalty Best media:

12 12 Video Quick Guide What is it? How does it help grow my business? Internet video is just another TV channel. It is a simple way to extend the reach of your existing TV campaign or reach the same target audience at a lowest cost online. Display advertising helps build reach. Reach consumers in a targeted way by delivering contextually relevant messages that are linked to the content on a website. Think of display advertising as another form of outdoor/print advertising. Things to remember when activating paid social media Contextually relevant Ad units that appear in the most contextually relevant online destinations based on consumer media usage, content, and demographic data. Audience targeting Utilize audience targeting options such as demographics, broad interest and specific interest targeting. Tailor your creative Tailor your creative content to different niche segments. Use different ad units or dynamic ad technology to create relevant creative messages on the fly. Retargeting Retarget those who have visited your brand website or search for your brand to push them further down the consumer purchase journey. Call to action Ensure there is a clear call to action in your ad unit, and that is clearly visible and above the fold.

13 13 Display Quick Guide What is it? How does it help grow my business? Display advertising aka banner advertising, typically contains text and images and it appears next to content on any website. Research shows that display advertising can impact a consumer brand perceptions even if they don t click on the ad. Video helps build reach and engagement. Reach light TV users, youth and niche audiences across mobile, tablet and desktop; thereby maximizing total reach for your overall video campaign. Short form video branded content can be used to help consumers evaluate and learn more about your product. Things to remember when activating paid social media Integrate with TV Video should be part of an integrated TV plan and measured and bought just like TV. Copy length An internet video copy should be seconds in length, with key messages in the first five seconds, with a call to action at the end. Brand channel Paid distribution integration with brand channel to get full performance statistic of the video which include paid views and organic views. Format type Focus on two types of formats, TrueView (ad before the start of a video) or display ad (banner). Make it shareable Ensure your video can be easily distributed on the internet.

14 14 Paid Social Quick Guide What is it? How does it help grow my business? Social engagement makes it easy for your consumers or experts to share information about your products and services with their peers, friends and family. It allows you to have a direct relationship with your consumers, experts and stakeholders. Drive brand advocacy and engagement by improving consumer/expert loyalty, and this forms part of your conversion funnel. Things to remember when activating paid social media Must be mobile More than 50% of social traffic comes from mobile. Be sure to use ad formats that allow you to reach users while engaged with their devices. Audience targeting Utilize audience targeting options such as demographics, broad interest and specific interest targeting. One search channel Consider paid and organic search as one channel, rather than two. Paid search can be used to deliver a strong tactical campaign where organic search can be used for always on presence. Embrace new ads Social networks are continually releasing innovative ad products and platform features. Become an early adopter to gain higher user engagement rates. Recruit new fans If your brand is new to a social network, a paid social campaign can help you establish a core follower base.

15 15 Paid Search Quick Guide What is it? How does it help grow my business? Where a brand pays per click for keywords that appear as a sponsored link on search results. Work with us to identify brand and generic keywords, leading to appropriate branded and generic content. Search is pull based marketing medium. Consumers are actively searching for information. Therefore, they have moved beyond pure awareness into a consideration mindset about your brand or category. Things to remember when activating paid search SEO friendly Ensure your owned brand platforms have been developed with clear titles and meta data tags so it can be found by search engines for good quality scores. Consumer at heart Understand how consumers search for their needs and center your search strategy around this. Ensure your budget is sufficient to cover the search demand. Extend your reach Use paid social to increase the reach of content in your fans newsfeeds and for incremental sustained reach during campaign activation. Be portable Reach consumers when and where they search for your brand across mobile and desktop. For instance ensuring mobile search is set up to capture location based searches. Content is king Relevant and fresh content for your search strategy will be rewarded with a strong user journey from search landscape and stronger search engine ranking.

16 16 Awareness & Consideration Recommended media investment and performance driven measurement Media Google Facebook Twitter Ad Format Primary Measurement Secondary Measurement Google Display Network Cost Per Thousand Impression, Cost Per Click, Click Through Rate Impressions, Clicks YouTube Trueview Cost Per View, View Through Rate Impressions, Video Views, Clicks, Click Through Rate Page Post Image Cost Per Thousand Impression, Cost Per Click, Cost Per Action, Click Through Rate Impressions, Actions, Clicks Page Post Video Cost Per View, Cost Per Action, View Through Rate Impressions, Video Views, Clicks, Click Through Rate Promoted Trend Cost Per Engagement, Engagement Rate Impressions, Engagement Promoted Tweet Cost Per Engagement, Engagement Rate Impressions, Engagement

17 17 Conversion & Loyalty Recommended media investment and performance driven measurement Media Google Facebook Twitter Ad Format Primary Measurement Secondary Measurement Google Search Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click, Impressions, Clicks Google Display Network Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click, Impressions, Clicks Page Post Link Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click, Impressions, Clicks Page Like Ad Cost Per Page Like, Conversion Rate Page Likes, Cost Per Click, Impressions, Clicks Promoted Tweet Cost Per Engagement, Engagement Rate Impressions, Engagement Promoted Account Cost Per Engagement, Engagement Rate Impressions, Engagement

18 18 Analytics Customize your Google Analytics widget and dashboard

19 19 Site Audit Understand the website ecosystem Site Speed Discoverability User Experience (UX) Analytics Discoverability Site Speed User Experience Analytics How people find your website? How fast is your website? Does your website meet users expectations? How to use data for better decision making?

20 20 Site Audit Understand the website ecosystem Discoverability Site Speed Focuses on its search engine friendliness and potential blocks in the way of a successful website. Focuses on page load time. Faster and more optimized sites lead to higher users engagement, retention and conversions. Analytics Provides access to detailed statistics about the visitors. Allows site owners to gain insights on how to increase the engagement of a potential customer. User Experience (UX) Evaluates how users feel about your website looking at ease of use, utility and efficiency in carrying out desired tasks.

21 21 SEO Key Areas Understand the website ecosystem ON PAGE On-page optimization refers to efforts made on the website itself to become SEO-friendly. OFF PAGE Off-page optimization refers to off-site elements that contribute to your SEO. Eg: inbound link, page rank. Eg: meta tags, keyword placement.

22 22 SEO Management Key Pillars Health Check Review current search engine positioning, technical architecture and content to identify and provide solutions for existing problems Technical Optimisation Make technical changes to the site to ensure it can be crawled and indexed Content Optimisation Link Building Identify keywords and utilising them across all key content areas Identify and create inbound links to help the search engines determine the importance of the content