Building Your Online Strategy Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.

1. Building your online strategy Digital Futures 2009 Innovation Centre Sunshine Coast 4 September 2009 Yean Cheong General Manager, Digital emitch Brisbane

2. Before we get started… http://www.youtube.com/watch?v=cL9Wu2kWwSY

6. Is online the right fit for your business?

10. Understand the marketplace

12. Mitchell Strategy Building Kaleidoscope Building an online strategy Uncovering the insights that will form the basis of the Communications DNA Articulating the Communications DNA and using it as a catalyst to generating brand-building ideas Measuring the impact of the Communications DNA on the brands success and the response of the competition Executing the Communication DNA into inspired brand-building ideas in the real world of budgets and timings

13. Uncovering Insights PRODUCT/CATEGORY INSIGHT Example: My category has a low-touch, high-click path to purchase OR My product is more enticing if “cost-savings” versus “low rate” is the key message COMPETITIVE INSIGHT Example: Aggressive competitors both online and offline, product price parity, i.e. increasing number of online comparison sites CONSUMER INSIGHT Example: High expectation for 24/7 accessible information; Delivery costs no longer a barrier to purchase MEDIA INSIGHT Example: My target audience primarily uses online as a ‘communication tool’ as opposed to a ‘research tool’ BRAND INSIGHT Example: People perceived me as a challenger brand, therefore expects value and personable service from me GLOBAL INSIGHT Example: People are looking to the web to research and gather information about my products before choosing to engage or contact me Your Product OR Service

15. Know your customers ” “ I’m looking to escape the grind, get away from it all ” “ I think spending time with loved ones is important ” “ I want more to choose from ” “ Value is king!!

21. Outcomes

22. Age Gender Lifestage Occupation HHI Disc. Spending Socio-Economic Employment Status

24. Websites

27. Digital Channels ONLINE STORE EMAILS MOBILE DEVICES BANNER DISPLAY / ADVERTISING ON PORTALS SOCIAL MEDIA BRAND WEBSITE 360 o Consumer Touch Points AFFILIATE WEBSITES SEARCH ENGINES

28. Online media in the marketing mix Source: ADMA Certificate of Digital Marketing 2008 Online media in combination with offline media to drive awareness, sales, loyalty and advocacy. Awareness Understanding Consideration Registration Transaction Repeat Transaction Acquisition Activation Retention Mobile Display Portals, Search, Affiliate Websites On-site (Website) Marketing Email Marketing, Social Media Consumer lifecycle Digital Marketing channels CRM

29. Asking the right questions Mobile Search, Display Portals, Affiliate Websites On-site (Website) Marketing Email Marketing, Social Media CRM Source: ADMA Certificate of Digital Marketing 2008 Awareness Understanding Consideration Registration Transaction Repeat Transaction Acquisition Activation Retention Consumer lifecycle Digital Marketing channels May I distract you from what you’re doing? Welcome to my shopfront window, this is what I sell, come this way, go that way. You’ve given me permission to speak to you… Here’s rewarding you with pre-launch deals, first to market messages, personalised information and offers. I will never abuse this trust, will not call you unless this information is 100% useful relevant to you. Thank you for your business! Reward, Surprise and Delight. What terms are you using to find me in search engines? How do you come to use these terms? What are you saying? Start by listening.

30. Online integration with offline Path to purchase Channels/ influences Purchase stage Attraction Consideration (seeking information) Developing desire Active Sales Product selection Engagement Mass media Outdoor? Quick response media Online CRM Data analysis E-DM Example: Goal for existing customers is to capture them when they are in this phase. Online is the most targeted, therefore cost effective channel. Example: Imperative to acquire new customers to start the conversation earlier in the path using mass media to attract and then later to capture them through online activities as they transition.

31. Media Planning and Budgeting

32. Channel Planning – Awareness or Direct Response Awareness Consideration & Desire General Media Activity Performance based display Affiliate Marketing Search Marketing - Audience potential + Harvesting active seekers = Selection & Purchase + Cost Per Action - Display & Targeted Vertical Media

36. Post click activity (direct) User sees ad and CLICKS on it User is taken to landing page/micro site User goes on from landing page to complete an application process. This is tracked back to creative and placement by a tracking tag placed on the final page of the process thank you page. Ad-server tracking

37. Post impression activity (branded) User sees ad but does NOT click on it Within a set period of time, the user visits the landing page/micro site User goes on to complete an application process having just seen the banner but not clicked on it. This is tracked back to creative and placement by a tracking tag on application thank you page code. Ad-server tracking

39. Research supports the importance of both PI and PC measurement

42. Questions?