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Wolfgang Essentials 2016 - Migrating Offline Budget Online

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On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Brendan discussed offline and online budgets during part two of the event. These are his slides.

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Wolfgang Essentials 2016 - Migrating Offline Budget Online

  1. 1. Don’t worrywe’llsort yer titleslide out
  2. 2. Growing Faster
  3. 3. Total Digital Spend in Ireland for 2015. €340 million
  4. 4. Is that a big deal?
  5. 5. Bigger Overall Budgets?
  6. 6. MediaConsumption Source: Digital Day Diary 20%
  7. 7. Hands up if…
  8. 8. Find a sustainable & effective strategy for communicating Tesco trade offers online …..with 30% of the typical monthly press budget.
  9. 9. KPI(s) Reach+ Reach
  10. 10. Press Reach 213,549
  11. 11. Facebook ~ 1.6 Million Daily
  12. 12. Creating a Journey
  13. 13. Facebook
  14. 14. Taboola
  15. 15. YouTube
  16. 16. Audience Building
  17. 17. Results- Reach Channel Reach Cost / Reach Press 298,480 €0.15 Facebook 843,990 €0.01 YouTube 220,921 €0.009
  18. 18. • Incrementally more reach • Encourages advocacy • Builds trust Results– Dark Social
  19. 19. Results– Niche Targeting
  20. 20. What does 30% of monthly pressspend getyou?
  21. 21. Takeaways 1. You’re spending too much on press. 1. Understand how your customer consumes media to help guide marketing channel selection. 2. If reach is a KPI, Facebook will win and will be cheaper. 3. Use digital to help you build a multi-channel approach.

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