Demystifying Digital Digital Marketing 101. Mal Chia Digital Account Director

Transcription

1 Demystifying Digital Digital Marketing 101 Mal Chia Digital Account Director

2 Slides will be ed after the session 2

3 Current state (and where have we come from)

4 15.7 million active online 36 hours spent online per month 71% buy online Nielsen, The Australian Online Landscape Review, December

5 Australian Weekly Media Consumption Internet on a desktop / laptop Internet / apps on a smartphone Internet Broadcast TV Radio Time-shifted TV Gaming Newspaper Hours Nielsen, The Online Consumer Report, 2011 Nielsen, The Connect Consumer Report,

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8 Gutenberg Press 1973 Mobile telephone 1895 Radio 1998 Google 1948 Cable television 2006 Twitter 2003 MySpace 2005 ebay 1994 Amazon 1962 Satellite Television 2001 Wikipedia 2004 Facebook 2009 WhatsApp 2011 Snapchat 1926 Home television 1984 First computer printer 1896 Movies 1876 Telephone 1930 Broadcast television 1969 Internet 2005 YouTube 2010 Instagram

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10 74% of Australians second screen

11 Quick glossary 11

12 HTML Visit User Impression SEM PPC CPM CPC CPA CTR CMS API Hyper Text Markup Language A single visit to a website A single user to a website A single appearance of an ad on a web page Search Engine Marketing Pay Per Click Cost per 000 impressions Cost per click Cost per acquisition / action Click Through Rate Content Management System Application Programming Interface 12

13 Digital observations and trends

14 Rise of the marketing technologist 14

15 By 2017, the CMO will spend more on IT than the CIO. - Gartner 15

16 Australian advertising spend Out-of-home Radio 4% Pay TV 7% Magazines 3% Film 4% 1% Newspapers 25% $15 FTA TV 28% b Internet 28% 16

17 Breakdown of digital advertising spend Mobile 13% Video 4% General display 25% Classifieds 16% $4.2 b Search & directories 42% 17

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19 2 out of 3 marketers are shifting spend from paid to owned channels 19

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21 Direct mail Outdoor Print Marketing THEN TV Radio 21

22 Shopping aggregato rs Direct mail Print Content marketing Radio Augmente d reality TV / cinema Blogs Marketing NOW Outdoor Organic search Online video Search ads Social networks Display networks Online radio Mobile 22

23 Rule of 3: Consumers need to be exposed to your message three times before they will act on it

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26 Searches on Google Visits the website Searches for reviews Returns to the website Buys Sees a display ad Asks a question on Facebook Visits the website Checks out competitors Buys 26

27 Digital will account for 75% of marketing budgets - Accenture 27

28 Restructured broader marketing team to become more digitally focused

29 Differences with traditional

30 Interactive and immersive Traditional Digital Highly targeted Accurate analytics Change on the fly Built-in feedback loop Convert in-channel 30

31 - Interactive and immersive 31

32 Self-expression is the new entertainment - Arianna Huffington 32

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35 Era of mass custom -isation

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40 Target consumers based on - Demographics e.g. Gender Location Language - Psychographics e.g. Activities Interests - Behaviour e.g. Website visits Depth of visit 40

41 Half of my advertising is wasted, I just won t which half - John Wanamaker

42 The age of Big Data 42

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44 No 26% Yes 74% Google Analytics installed 44

45 What can you track? - Where visitors have come from - What pages are they looking at - How long are they staying on your site - What s causing them to leave - Are they converting 45

46 How many of you are using Google Analytics to make business decisions? 46

47 Digital channels 47

48 Digital is all about the customer experience. They are not a captive audience. 48

49 Remember why people are there 49

50 Paid Media Traditional ads Promoted brand content Owned Media Corporate content Sponsored customer content Brands that ask for shares Earned Media Organic mentions 50

51 Media Type What it is Benefits Risks Opportunities Examples Owned media Media on your own properties, or properties you have control over - Total control - Reach limited to breadth of owned properties - Reduced authenticit y Long-term, sustained investment can improve authenticity and ROI Website, Facebook page, list Earned media Mentions on other properties without payment or control - Low/no cost - Potential to go viral - Enhanced authenticit y - Virtually no control - Could go negative - Difficult to scale Social media outreach use the platform to spread the message Blogs, Twitter, Yelp, review sites Paid media Advertising, sponsored and other paid placements on others properties - Control - Expanded audience reach - Distrust of advertising messages - Ad blindness Instantly increase reach and improve chances of being seen Facebook advertising, Adwords 51

52 72% of businesses consider their website to be their most important marketing tool 52

53 44.6% actually have a website 53

54 Think about the experience across all devices 54

55 Don t forget to test 55

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57 65% of Australian adults use a smartphone

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63 Organic search - 1 billion search queries per day - 41% website traffic from organic search - 92% of internet sessions start with search - Maps to the customer journey - Drives 40% of website traffic - Is 300% more effective than social media at driving leads - 75% of users never get past the first page

64 Search Engine Optimisation On-Page SEO Off-Page SEO Website architecture - Page title - Meta tags - Robots.txt Website content - Keywords - H1, H2, H3 tags - Internal links, alt tx Link popularity Link building Directory submissions Press release submissions Article submissions Social media

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67 Adwords - The name of all Google advertising - Primarily text ads - Contextual targeting reduces wastage - Auction-based bidding - Average 2-3% CTR - Average 7.94% CTR for ads in 1 st position - Fully self-service model 67

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69 5 myths about display ads - Hard to buy - Doesn t perform - Isn t measurable - Is expensive - Is only for big advertisers 69

70 Display ads - Paid placement on a website - Direct placement or through a display network - Different ways to buy PPC or CPM - But temporary - Drives search queries 70

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74 Get your attribution right 74

75 2nd most effective conversion channel

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77 still works - For every $1 spent, the average return is $ % of consumers use daily - 48% of s opened on mobile - 48% of consumers prefer to communicate with brands via

78 But to make your rock - Post regularly but without being annoying - Post previous examples online - Ask for minimum data at sign-up - Segment lists and send relevant s - Use call-to-action subject lines - Use A-B testing - Optimise for mobile 78

79 Find ways to automate 79

80 Content rules 80

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89 Now: Morning tea Next: Acumen Data Case Study 89

90 Putting it all together 90

91 Objectives People Process Platforms Content Measurement 91

92 Why are we in business? 92

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95 Why are we in business? What do we do? Objective #1 Objective #2 Objective #3 95

96 ACME Digital Agency: We know digital! What do we do? We help our clients rock digital! Objective #1: Attract qualified leads Objective #2: Demonstrate thought leadership Objective #3: Attract the best talent 96

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98 Awareness Consideration Intent Decision Hearing about us Seriously researching options Expressing a real interest BOOM! 98

99 Awareness Consideration Intent Decision Display advertising Facebook Paid search Blogs Website Blogs Reviews Testimonials Whitepapers Website Contact form Social media Website Webinar 99

100 Awareness Consideration Intent Decision Earned Owned Paid 100

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103 Choosing the right KPIs -! Quantifiable / measurable and actionable -! Measure factors critical to the success of your marketing -! Tied to marketing goals and targets -! Limit to 5 8 key metrics 103

104 Why are we in business? What do we do? Objective #1 Objective #2 Objective #3 KPIs KPIs KPIs 104

105 ACME Digital Agency: We know digital! What do we do? We help our clients rock digital! Objective #1: Attract qualified leads KPIs: Enquiries on the website Calls to 1300 number Objective #2: Demonstrate thought leadership KPIs: Newsletter subscribers Social media engagement Objective #3: Attract the best talent KPIs: Views of LinkedIn page CVs submitted 105

106 Questions? 106