Digital Introduction - AU Market

DIGITAL DOWNLOAD Friday, 23rd July 2010

Before we start

1.  How many people viewed Susan Boyle on YouTube

two weeks after it went to air?

80,000,000 (61 every second)

2. How many searches do Australians perform monthly?

100,000,000 (circa 80 per active web user 15 yrs +)

3.  How many Australians are on facebook?

9,300,000 (average age = 25 - 34yrs: 27%)

4.  How many people commit Twitter suicide after their

first use?

75% (90% of the messages come from 10% of the people)

5.  What is the average click through rate for medical/

healthcare/dental emails?

2.54%

6.  What is the biggest threat to TV/Movie industry?

Gaming consoles & IP devices

(Wii, PS3, Xbox, iPad)

What is this session about?

Welcome 5 mins

What is online? 10 mins

Australian digital market 10 mins

Discussion 5 mins

WHAT IS ONLINE?

Online is constantly changing

Online

Wikipedia defines "online" as a state of connectivity

Digital = Interactive = Multimedia =

New digital elements are added daily

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

New digital elements are added daily

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

New digital elements are added daily

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

Quick snap shot: eCRM

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

eCRM gives brands direct relationships

eCRM Push Pull = +

Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial

OR Customer Relationship

Marketing

What makes up eCRM?

Email

Social

Messenger (Chat)

Mobile Relationship

What’s happening with emails?

•  How Soon Do People Open Their Email? ─  74.5% of opens occur within the first 24 hours ─  84.3% occur within the first 48 hours.

•  Open Rates ─  The overall unique open rates stand at 12.52%

•  Click Through Rates ─ Religious 7% ─  Travel 4.5% ─ Banking & finance 4%

•  Best Days to Send ─ Weekends & the beginning of the week outperform the other days ─ Monday is the clear winner having both the highest open rate & click rate.

Source: Email Marketing report (http://dominiquehind.wordpress.com)

What makes an eCRM successful?

Audience

Time Message

Phase 1: Acquisition Phase 2: Communications

Time

People (base) are critical to any comms N

umbe

r

ongoing 3 - 6mths

Before considering eCRM, you must have a base

Baileys RM program F11

Acquisition with little value or common

theme

Theme How do we create a ‘cheeky’

night in?

Indoors (enhance)

Food

Entertainment Interiors

F10 F11

Quick snap shot: Social

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

What is social?

Basic social

Social CRM (dialogue)

= PR (push) + Value

(exclusive) +

There needs to be an understanding about corporate vs product/brand & how they work together.

Social must be consistent

Campaign activity

To retain interest in your brands, you can’t turn a social campaign on & off –

it must be constant.

Monday pm: What did you think of Claire’s invention test dish on Master Chef?

Wednesday pm: Poh’s kitchen on tonight, SBS 7.30pm – don’t forget to tune in

Friday pm: Why not put a Baileys in the fridge for Friday night?

Baileys Australia

Product Context

Content

+

What are the types of social networking?

Key Social

Platforms

Photo Sharing

Blogging

Micro Blogging

RSS

Widgets Social

Networking

Chat Rooms

Message Boards

Podcasts

Video Sharing

What are people blogging about?

Source: State of the Blogosphere 2009 http://technorati.com/blogging/article/day-2-the-what-and-why2/

Quick snap shot: Search

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

Google is the remote to the Internet

•  Over 75% of all people start their Internet experience with search ─ Google has around 92% of the Australian market

•  67% of all search traffic is driven by offline or above the line advertising ─ Consumers want to find out more.

‘obesity surgery options’ search results

‘obesity surgery options’ search results

Paid placements outlined in green: top & right

‘obesity surgery options’ search results

Natural placements outlined in green: centre

What is happening in search?

•  In December 2009, there were >131 billion searches conducted by people age 15 or older from home & work ─ 46% increase from December 2008.

•  In Australia, there are around 100,000,000 searches every month.

Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009

All segments search on generic terms

It doesn’t matter what the age, gender of socioeconomic profile of consumers, they all search on generic terms & keywords (eg credit cards)

What you need to know about search?

1.  Search must be constant ─  Search isn’t just a campaign, it must be on 100%

2.  Search is more than words ─  Content, images, video, words

Quick snap shot: Content

Advertising (buttons & banners)

Email Mobile (smart

phones, iPad)

Application development

Websites (microsites &

landing pages)

eCRM (email, mobile, social)

Social Online PR (blogs, viral)

Search Engine

Strategy (SEM, SEO)

Content: audio, visual,

video

Content is more than words

Content Words (website, blogs & articles)

= Pictures (video & images) + Info

(map & price) +

There are byproducts to every piece of communication you create. You need to leverage everything.

Content continues to grow

JARGON TIME OUT

AUSTRALIAN ONLINE MARKET

‘New to Net’ User

First activities

Get to know ISP

Information search

LOTS of time browsing

Communications

Email

Message services

Photo sharing

Social networks

Services

Online banking

Simple travel

Lodge tax

Book concerts

Retail

CDs/Books

Complex travel

eBay

Groceries

Customer Journey Online

Contributor

Blogs

Comments & posting

Customer reviews

Ratings

Multi-tasking is becoming the norm

•  65% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.

Source: ninemsn Media Usage Study 2009

39  

Australian’s online in 2009

Source: eMarketer Australian Online Report, April 2010

Australian’s using eCommerce

•  Consumers want to use different technologies for different activities. ─ 92% want to use websites to compare prices ─ 76% want to use websites to access & print coupons ─ 75% want to use mobile phones to find out where the nearest store

is located ─ 70% want to see what goods are in stock before going into the

store

Source: May 2010, IBM research: http://www.internetretailing.com.au/Australian-statistics/

Check facebook

Check facebook

JARGON TIME OUT Questions Thoughts

INTEGRATED EXAMPLE

THOUGHTS QUESTIONS DISCUSSION

THANK YOU! http://www.slideshare.net/domhind http://dominiquehind.wordpress.com

What is the best & worst thing about digital?

MEASUREABILITY

What are common benchmarks?

•  Online advertising (banner ads) ─ Direct response

•  Click through rates •  Interaction rates •  Post impression clicks

─ Brand response •  Impressions served

•  Websites ─ Visitors ─ Time spent on site ─ Number of pages viewed ─ Sign-ups/Registrations ─ Most popular pages ─  Internal searches ─ Paths through site ─ Returning traffic

•  Email ─  Bounce rates ─  Open rates ─  Click through rates ─  Most popular articles ─  Number of forwards

•  Search ─  Keywords ─  Position ─  Cost per click ─  Cost per lead ─  Cost per sale

•  Blogs ─  Views ─  Comments ─  Linking to ─  Search terms ─  Referring sites

Improvement

How do you make the most of campaign results?

Run

Review

Revise

Run Revise Review

Run Revise Review

Run Revise Review

Run Revise Review

How most businesses approach digital?

Base line activity (consistency & presence in market)

Campaign activity

How we should approach it?

Base line activity (consistency & presence in market 365 days)

Campaign activity

What is the customer journey?

ATL POS

Online OTM DM eDM WOM

Microsite Landing page

Website

Shop online Register

eDM sign-up Instore

In-branch Call centre

DM eDM Call

Microsite

DM eDM Call

Microsite

Measurement & Optimisation

Attract Engage Transact Retain Grow