BCM "Interactive: The Most Able Medium'' Presentation - November 2008

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Information about BCM "Interactive: The Most Able Medium'' Presentation - November 2008
Business & Mgmt

Published on November 20, 2008

Author: bcm_partnership

Source: slideshare.net

Description

In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008

able Interactive : the most able medium

 

account able

account

Measure- able

Measure-

Test able

Test

Soci- able

Soci-

Target able

Target

able

 

How the dollars follows the eyeballs 1.

Finding influencers and becoming part of the conversation 2.

Keeping the shopfront open 24/7 3.

Targeting technology 4.

The emerging arena of mobile devices 5.

1. The $s follow the eyeballs

 

Internet advertising continues to grow – 30% 3 rd quarter y-on-y Source: Internet Advertising Bureau July to September 2008

Online advertising spend third quarter 2008 Source: Internet Advertising Bureau July to September 2008 33% increase y-o-y 29% increase y-o-y 25% increase y-o-y

But tracking just advertising is like looking at the tip of the iceberg

Australian businesses invested more than $17.9 billion dollars on digital services in 2008 Forecast that in 2009 businesses will engage with 40% of their customers through digital services Source: AIMIA Digital Services Index November 2008

Australian businesses invested more than $17.9 billion dollars on digital services in 2008

Forecast that in 2009 businesses will engage with 40% of their customers through digital services

Firstly some inspiration

 

The first social media president The power of a database and anticipated, personal and relevant messages

The power of a database and anticipated, personal and relevant messages

Turn down the SPAM and turn up the permission

1. A site that encourages social networking Clear, simple call to action with one objective in mind - permission

2. Communicate with personal and relevant messages Email landing page

 

3. Distribute content on third party sites

4. Harness social networking

5. Write a blog

6. Take advantage of new technologies

7. Experiment

 

2. Leverage influencers and become part of the conversation

Social media is the use of electronic and internet tools for the purpose of sharing and discussing information and experiences with other human beings Social media can take many different forms, including internet forums, weblogs, wikis, podcasts, pictures and video Online community engagement strategy

Social media is the use of electronic and internet tools for the purpose of sharing and discussing information and experiences with other human beings

Social media can take many different forms, including internet forums, weblogs, wikis, podcasts, pictures and video

70% online adults use social media, often for product research Before making a purchase, 33% of internet users engage in social media to investigate a product’s reputation 26% of people change their mind about making a purchase after reading about the opinions of others online Source: August/September Insight Report Market Tools

70% online adults use social media, often for product research

Before making a purchase, 33% of internet users engage in social media to investigate a product’s reputation

26% of people change their mind about making a purchase after reading about the opinions of others online

Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report

 

Influencing the influencers – listening and acting in the blogosphere

How social media turned against Motrin

 

Listening to the influencers – and taking action!

 

Nike – distributable content via a widget

Nike – distributable content via a widget

 

 

 

 

Triumph – social advertising

The take out!

Identify your influencers online and engage with them Its easier to keep a current customer, than to acquire a new one – listen to the blogosphere Make your content valuable and distributable, and consumers will do the rest Performance based ad formats in social media will maximise ROI The take out!

Identify your influencers online and engage with them

Its easier to keep a current customer, than to acquire a new one – listen to the blogosphere

Make your content valuable and distributable, and consumers will do the rest

Performance based ad formats in social media will maximise ROI

3. Be open for business 24/7

 

What started out as a relatively simple, performance-based business model has become one of the most efficient forms of marketing around The power of SEM

What started out as a relatively simple, performance-based business model has become one of the most efficient forms of marketing around

The measurability of SEM As with all online media, paid search is completely measurable

As with all online media, paid search is completely measurable

Search and directories expenditure 2002-2008 Source: PricewaterhouseCoopers – IAB Online Advertising Expenditure Report – September 2008

70% of online transactions begin with a search query Source Nielsen Net Ratings 2008

70% of online transactions begin with a search query

67% of online search is driven by offline channels Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.

68% search via branded key words Source: Jupiter Research/Ipsos Insight Consumer Survey (6/07) 68% Branded Keywords

 

Searchers are buyers One in three online search users who perform a search as a result of exposure to an offline channel go on to make a purchase as a result of that search Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007.

One in three online search users who perform a search as a result of exposure to an offline channel go on to make a purchase as a result of that search

Consider where the click will land Is there a high correlation between what is written in the search ads and where the consumer will land? Capture data and continue the conversation

Consider where the click will land

Is there a high correlation between what is written in the search ads and where the consumer will land?

Capture data and continue the conversation

Wallace Bishop case study - SEM effectiveness Source: Wallace Bishop Conversion rate 20% Doubled Gold Card signups Doubled daily visitors

QUT case study - SEM effectiveness 116% increase in leads y-o-y Source: 2006/2007 Data referenced from Hobsons Report on Faculty of Business Undergraduate Prospects July 06-June08 116% increase in leads y-o-y

The take out!

Be available to engage with consumers 24/7 with a well optimised site SEM will open the door when the consumer is ready to initiate a contact Plan your SEM campaign holistically in conjunction with offline media activity Consider where you are sending the prospect – does the landing page offer an easy brand interaction or transaction? Capture data and continue the conversation Remember your database is a brand asset and should be valued accordingly The take out!

Be available to engage with consumers 24/7 with a well optimised site

SEM will open the door when the consumer is ready to initiate a contact

Plan your SEM campaign holistically in conjunction with offline media activity

Consider where you are sending the prospect – does the landing page offer an easy brand interaction or transaction?

Capture data and continue the conversation

Remember your database is a brand asset and should be valued accordingly

4. Targeting technology for increased ROI

What is it? Behaviourial targeting allows advertisers to deliver specific targeted ads to consumers based on interest and intent as indicated by previous online user behaviour

Behaviourial targeting allows advertisers to deliver specific targeted ads to consumers based on interest and intent as indicated by previous online user behaviour

A typical car buyer

Purchase cycle – motor vehicles Source: American Advertising Federation (AAF) November 2006 In market Purchase Vehicle purchase process takes 8-12 weeks Less than 5% of this time is spent car research sites 5% The majority of online time online is spent on more normal browsing 95%

How does it work? Behavourial targeting anonymously follows consumer’s interests, patterns and behaviours Consumer’s actions are monitored Search terms entered Editorial content viewed Ads clicked on Channels or micro-sites visited

Behavourial targeting anonymously follows consumer’s interests, patterns and behaviours

Consumer’s actions are monitored

Search terms entered

Editorial content viewed

Ads clicked on

Channels or micro-sites visited

Toyota/Yahoo7 case study Source: Yohoo7 95% Click through lift Users searched keywords: Toyota Holden Car Dealership carsale.com.au Hyundai Car rating drive.com.au Small Cars Consumers visited: Yahoo7-Drive Yahoo7-Directory-Automotive

Benefits Marketers are able to reach more engaged audiences with fewer advertising impressions with behavioural targeting 1. Benefits

Marketers are able to reach more engaged audiences with fewer advertising impressions with behavioural targeting

Users tend to find behaviourally targeted ads more relevant to their needs, and therefore more acceptable, even welcome 2. Benefits

Users tend to find behaviourally targeted ads more relevant to their needs, and therefore more acceptable, even welcome

Publishers are able to monetize their niche advertising opportunities – remnant inventory that is hard to sell without behavioural targeting 3. Benefits

Publishers are able to monetize their niche advertising opportunities – remnant inventory that is hard to sell without behavioural targeting

Most effective online targeting methods Source: American Advertising Federation (AAF) November 2006

Projections for US behaviourally targeted spend Source: American Advertising Federation (AAF) November 2006

The take out!

Ensure your communications are taking advantage of better targeting options which will become more readily available in 2009 This will deliver your brand less wastage and more relevant communication to prospects who are receptive to the message Resulting in improved ROI The take out!

Ensure your communications are taking advantage of better targeting options which will become more readily available in 2009

This will deliver your brand less wastage and more relevant communication to prospects who are receptive to the message

Resulting in improved ROI

5. Emerging arena of mobile devices

Australian mobile snapshot There are now more mobile phones than people in Australia (21.26 million phones in service) 9% of current mobile phone user base has a Smartphone

There are now more mobile phones than people in Australia (21.26 million phones in service)

9% of current mobile phone user base has a Smartphone

Mobile – sobering thoughts

Shop Savvy – ‘Pull’ 1D barcode scanning

 

 

The take out!

Be aware of marketing hype and be realistic about what you can achieve on mobile devices in the current environment Mobile is a good medium to engage with early adopters, if that is your market A consideration for 2010 plans and beyond, and still be well ahead of the pack The take out!

Be aware of marketing hype and be realistic about what you can achieve on mobile devices in the current environment

Mobile is a good medium to engage with early adopters, if that is your market

A consideration for 2010 plans and beyond, and still be well ahead of the pack

Wrap up

Questions

Avail able

Avail

 

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