Digital world2

Seminar: Exploring the opportunities of
digital direct marketing for your business

Presented by:

Mike Berry Dip DM, F IDM
Ghent, June 7 2011

© 2011 Mike Berry Associates

The opportunities of digital direct
marketing for your business

Presented by:

Mike Berry Dip DM, F IDM
Ghent, June 7 2011

Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,
Head of Digital EMEA for Jack Morton (Interpublic)
In digital marketing since 1995 (ish)
Worked with brands in B2C, B2B, Charities
Integrated marketing background
Professor of Digital Marketing, Hult Business School
Fellow, Trainer and Consultant for IDM

©2011 Mike Berry Associates

A consultant


Brands I have worked with.


What about you?


What about you? <with a twist>

Name, company and why are you here?
What Digital Marketing have you done?
What areas of digital marketing would you
like to know more about?

?©2011 Mike Berry Associates

Timetable for today
09.00 Start: Session 1
11.00 Coffee
11.15 Session 2
12.30 Lunch
14.00 Session 3
15.15 Coffee
15.30 Session 4
17.00 Close


About today
YOU WILL GET THE SLIDES
Only a day
Overview of big (and growing) range of
activities
Plenty of content
Share stuff
Ask questions
Challenge
Enjoy!

The world is changing...



go back 500 years to the printing press, the
birth of mass media which, incidentally, is
what really destroyed the old world of kings
and aristocracies. Technology is shifting
power away from the editors, the publishers,

the people

Rupert Murdoch, Wired magazine


than a decade ago, people described
the act of as venturing into
some foreign realm called
that metaphor no longer applies. Facebook,
Twitter, Flickr and all the other newcomers
to
express yourself, means to connect with
others and extend your own horizons.
Cyberspace was somewhere else. The Web is
where we live
Source: Newsweek

Trying to keep up with digital
is a bit like this...


things we know we know.

We also know there are known unknowns. That is to
say we know there are some things we do not
know.

But there are also unknown unknowns, the ones we

Donald Rumsfeld,
former US Secretary of Defense ,
at Press Briefing February 12, 2002
after Confucius


Jargon
Interactive

New media

E-marketing

Online

DIGITAL


Jargon

It doesn't really matter
what we call it-
how we think and
what we do...


Today
How digital has changed marketing
Online Display
Search
Social Media
Email
Affiliates, Viral, Mobile
A look ahead: the next big things
Summary


knowing your customers
How old are they?
How much money do they have?
Where do they live?
What do they like doing?
How do they relax?
What drives them?
What do they aspire to?

Or we can find out!
Data may be your organisation's biggest asset
Sales/ transactions
Enquiries
Customer service
Web analytics (clickstream, site stats +++)
Ask them
On-site surveys!

Clive Humby: Founder, dunnhumby

All data can help; in the right hands
Customer/ prospect Web Analytics data
data

DM agency Online team
Database Agency Digital agency
comScore/ Hitwise/ Alexa
IT
Google
Customer Services
(Facebook?)
Sales
Finance

CUSTOMER DATA
Personal
About identified individuals
About real behaviour

WEB ANALYTICS DATA
Aggregated
Anonymous
About real behaviour

The opportunity

+ =

Data is the key
How much value lies untapped in existing corporate and
public data streams? My guess is a lot. How many
companies are truly joining up their data to extract and
interpret the kind of intangible insight that has real tangible
value? My guess is very few. That, to me, has opportunity

<Neil Perkin: Predicting The Unpredictable

http://neilperkin.typepad.com/only_dead_fish>

How digital has
changed marketing


What is marketing?

Bringing buyers and sellers together
Meeting customer needs; profitably
Combination of:
product, price, place and promotion
(Kotler)


Marketing communications

Delivering the right message
Via the right channel
To the right individual
At the right time

EASY, huh?


What is digital marketing?

Electronic communications
Reaching consumers/ business purchasers
via a screen, interactively
Internet marketing (via desktop PC, Mac,
iPad, Mobile device)


Planning Digital Marketing

Understanding the growing range of digital tools and
employing them appropriately to enhance every
brand communication


Planning Digital Marketing

Understanding the growing range of digital tools and
employing them appropriately to enhance every
brand communication

Website Design and Build/ Usability
PPC
Mobile Web Analytics
E-mail Marketing
Social Media Viral marketing Affiliate
SEO Marketing
podcasts Virtual Worlds
Blogs


Posters (ancient Egyptians, Greeks, Romans)
Newspapers (1830s)
Commercial Radio launched (1920 US;1973 UK)
Commercial TV launched (1941 US;1955 UK)


Google
Twitter
iPod
Microsoft
Facebook


When were they launched?

Microsoft launched 1978

Google launched 1998

iPod launched 2001

Facebook launched 2004

Twitter launched 2006

http://www.youtube.com/watch?v=gCMzjJjuxQI


Changing everything. Again
and again.

The internet has changed everything...


? hours in the day...


-tasking...

Two and three screeners (Laptop, TV, Phone/iPad)


Heineken StarPlayer: live football game that lets fans watch UEFA Champions
League matches on TV whilst playing it in real-time on a computer, iPhone or
iPod touch

experience for football fans. The game taps into competitive banter of the
fans by creating a live TV game experience that can be played from
wherever they are watching the game
Overlay to live football matches, first global example of a social media
gaming platform. Fans watch the football on TV while playing StarPlayer in
real-time, anticipating events on the pitch live and making decisions on what
will happen in next few seconds
-dependent decisions on play

To score points, fans anticipate what will happen at key moments such as corners,
free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the
next 30 seconds. With every correct forecast, fans gain points. Through the

friends via Facebook and with other players around the world.

Champions League, creating a more social experience around watching and
enjoying the matches. For Heineken to be able to bring the excitement and
competition of these premium matches to the actual fingertips of the fans through

Floris Cobelens, Global Head of Digital, Heineken

Leverages
sponsorship
Recognises most
football is viewed on
TV by lone males
Adds a real-time

Heavily branded

How would we live without the internet?

Buying a new house
Buying a new car
Choosing and booking a holiday

Sourcing a new supplier at work
Preparing for a meeting with a new contact
Choosing a training course
???

Words of wisdom

the species that
survives, nor the most
intelligent that survives.
It is the one that is the
most adaptable to
change

Charles Darwin

Traditionally...


The internet has changed the world


...but some things stay the same

bore
- David Ogilvy


- David Ogilvy
David Ogilvy,
, 1963


To paraphrase...

The buyer is not an automaton....


The buyer is not an automaton...
..(s)he is a human being


Individual Company Exercise
What kinds of digital marketing does your
organisation do?
How is Digital marketing planned,
implemented and measured in your
organisation? Who is responsible for each of
these activities?
How well is digital integrated with offline?
What could be done better?


The digital marketing toolbox

Online display
Search
Social Media
Affiliates
Viral
Email
Mobile


Online
Display

Online DISPLAY ads
Permission? Or INTERRUPTIVE?

Online Advertising:
interruptive or permission-based?
Surprise the user
Grab their attention

OR:


Online Advertising:
interruptive or permission-based?
Surprise the user
Grab their attention

OR:

Ask permission
Invite engagement?


Cost per engagement?
from the emphasis on click-
through rate. I feel very confident
based on results that we're
seeing, especially when friends
are recommending to friends.
Research shows that, on average,
people are 68% more likely to
remember seeing the ad if their
friend has recommended it and
twice as likely to remember the
message of the ad. (Nielsen). To Carolyn Everson
us, what's more powerful than VP-global sales, Facebook
click-through is, April 2011
paying attention to the message

Online display
The most like traditional press advertising
Banners like strip on a newspaper magazine
page
Debate: interruptive formats vs. permission
Stunning effects rapidly get boring/ annoying
Just because it can be done doesn't mean its
right for your brand
TEST but also apply judgement


How online display advertising works

<source: nma.co.uk>

How adserving works
The ad serving system looks
1 2 for an appropriate ad based on
all the ad schedules it holds
User goes to a site. The site
loads,
Page needs an advert to be
placed on it

Delivery & Tracking

Publisher Ad
URL Server

Publisher

Ad Statistics
AD Servers Database ROI
Reporting
User 3
Once the ad is chosen it is served,
and a record kept of this.

Basic online advertising formats


(300 x 250) MPU

Homepage
auto-play

30p CpC

10m impressions
per day


728 x 90 Leaderboard


(160 x 600) Super Skyscraper


Push-down Leaderboard (CpR)

Expands in size from
728x90 pixels to 728x350


L-shaped banner


Standard Expandable


Expandable


Homepage takeover


Shake them up!

http://www.youtube.com/wariolandshakeit2008

http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html

http://www.facebook.com/adsmarketing/

|

Trading: Calculating estimated
CpAs for CPM campaigns
Information you need
CPM Rate

Click Through Rate (CTR)


Trading: Buying models

Cost per Thousand (CPM)
The classic media buying currency
Rewards media owner purely on their audience size and composition

Cost per Click (CpC)
Search marketing, directories & comparison site
listings
Rewards media owner for response, not reach


Trading: Buying models

Cost per Sale (arrival, lead, acquisition,
registration)
Affiliate marketing
Some e-commerce and partnership deals
Media owner takes most of the risk

Hybrid deals

Some partnership and tenancy deals
Shared risk arrangement


The enemy...


Media Buying tips

+


Media buying tactics


Managing an online media
budget
There is no perfect online media mix

Budgets allocated on a test & refine basis

Early stage online advertising may well have high
wastage

Later stage campaigns should still contain a test
budget


Search


Seek and Ye Shall Find...


Definitions


Google

Larry Page and Sergey Brin founded Google
in 1998. Using a friend's garage as their base
of operations, they only settled on a name

Google's combination of clever search
algorithms and sophisticated ad program
AdWords propelled it to the top of the search
engine market. It has stayed there ever since.


Yahoo!
Yahoo is struggling; CEO and co-founder
Jerry Yang resigned at the end of 2008
Has continued to lose search engine market
share under new CEO Carol Bartz

as its exclusive search platform. Soon the
results from its arch-rival


Bing
Microsoft Bing, the successor to MSN Live
Search, launched in June 2009 with a
reported £60 million marketing budget
Bing quickly established itself as a serious rival
to Google. Total searches on Microsoft were
up 22 per cent in a single month (Nielsen)
comScore confirms that Bing is still on the up;
Yahoo!/Bing share nearly 30% in US in 2011


Bing takes share from Google


Search Engine Optimisation (= SEO)

process of improving the volume or quality of
traffic to a web site from search engines via
"natural" or un-
Typically, the earlier (or higher) a site appears
in the search results list, the more visitors it will

Wikipedia


Search marketing SEO & PPC

Natural

Paid


SEO


Your Website SEO


Your Website/SEO

Make it work for you
Make it somewhere you are PROUD of
Make it easy to navigate/order (usability)
Refresh content regularly (News? Offers?
Blog?)
Help the search engines to find it (SEO)


Your Website/SEO

How does your site look on Firefox? Chrome?
-on a Mac? -on a mobile device?

Help the customer to find what they want

-ends/ broken links


Your Website/SEO

Make your website somewhere you'd be
proud for a (potential) customer to wander
around unaccompanied
Then find (potential) customers and
encourage them to go there (drive traffic)
Make it interesting and useful for them to
return regularly...


Pay-Per-Click Advertising
(=PPC)


Pay Per Click Advertising (=PPC)

websites, in which advertisers pay their host only when their
ad is clicked. With search engines, advertisers typically bid
on keyword phrases relevant to their target market

Cost per click (CPC) is the amount of money an advertiser
pays search engines and other Internet publishers for a single
click on its advertisement that brings one visitor to its

Wikipedia


Pay Per Click Advertising (=PPC)


Search marketing = SEO + PPC

Natural

Paid


Pay-per-click advertising

Google AdWords

prepared to pay per click on your ad (through
to your website)
Driving traffic; people interested in your
products
£Bid X Quality Score Your search


Google AdWords


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