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DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital Marketing for Digital Marketing for Colgate PalmoliveColgate Palmolive
Moscow February 2011
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital MarketingDigital MarketingInfoInfo for Dashafor Dasha
1. TV – yes, but Digital marketing – yes! Yes! YES!!!!
2.
Traditional media
Digital marketing
Traditional media
Digital marketing
One BIG idea
3. Digital Marketing requires min 2-2,5 month of preparation
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
How to plan your digital campaign?
Goals BudgetChoose digital
channel
Choose message
Go on! Analysis
Pre-research
During campaig
n research
After-research
(re)Change goals
Recommendation 1.: Control and analyze campaign on each stageRecommendation 2.: Research is requiredRecommendation 3.: Do not afraid to change goals during campaignRecommendation 4.: Spend part of your campaign to check your vision
Control
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Web-analytics metrics
Define business goal
(re)define KPI’s
Quantitative metrics
Action points
Control
Analysis
Qualitative metrics
Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening.
Goals definition
The data is analyzed and action point are generated
Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Goals definition
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Goals definition
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Clear objectives are critical for formation of strategies, tactics and KPI’s. Remember the SMART mnemonic:
S - SpecificM - MeasurableA - AchievableR - RealisticT - Time-constrained
Goals definition
SMART principle
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Depending on the site type, KPI’s metrics can differ. There are several websites, which are often a combination of different types. Thus, KPIs have to flexible in order to be matched with an individual caseHowever, here is the list of the most important types providing a selection of metrics.
KPI definition for web-site
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
How to construct KPIs for different site types?
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. In breaks down the sales process into mainly 4 stages:1.Awareness: bringing the product to customer intention2.Interest: getting the customer excited about the product / service3.Consideration: providing information in a friendly and educational way4.Purchase: getting customer to buy a product / service
How to establish the conversion funnel?
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Budget: 2010 Proportion of marketing budget in digital
Source: marketing budget 2010: Effectiveness, Measurement and Allocation report
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans.
Digital marketing. Channels
Digital marketing –is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Internet, mobile, TV, radio and any other form of digital media
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital marketing. Buzz marketing
http://www.youtube.com/watch?v=i0rYyuxwBrM За 10 дней собрал более 1.5 млн. (!) просмотров в интернете, был показан по федеральным каналам, в газетах и зарубежных СМИ.
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital marketing. Buzz marketing
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.
Digital marketing. Channels
Channels of digital marketing:
BannersBanners
Take oversTake overs
Content/Design integration
Content/Design integration
GamesGames
Banners network/text block with picture
Banners network/text block with picture
MicrositeMicrosite
Web-siteWeb-site
SponsorshipSponsorship
Search EngineSearch Engine
Context ad.Context ad.
Social Networking
Social Networking
Viral/influencing media
Viral/influencing media
Special projectSpecial project
Display ad.Display ad.
Mobile Mobile
E-mailE-mail
Digital outdoorDigital outdoor
BloggingBlogging
IM (instant messaging)IM (instant messaging)
Online PROnline PR
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Examples of Digital marketing
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Examples of Digital marketing
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Examples of Digital marketing
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Message
Message should be short, simple and very clear:
Do not use long message or unclear CTA:
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
How to measure digital (banner) campaign?
Impressions
ClicksClicks to call to action
Call to Action (CTA)
Reminder: Digital campaign should direct to corresponding info on the web-siteRecommendation 1.: Atlas trackingRecommendation 2.: Gather benchmarks for own digital campaigns
166M Impression
s
248K clicks
16K clicks on
registration page
32K clicks on EA
(orange button)
6,4K clicks on sign up confirmati
on
0,15 CTR
13% conversion
to EA
49% conversion from LP to
sing-up page
39% conversion
from sing-up page to sign-
up confirmation
87% drop-off rate
51% drop-off rate
from LP to Sign up
61% drop-off rate from
registration form to sign-up
confirmation
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Performance measurement
Good CTR (from toothpaste campaign to cars) is 0.1-0,15CTR more than 1% is very good, but very rare.
CTR определяется как отношение числа кликов на баннер или рекламное объявление к числу показов, измеряется в процентах%.
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Useful web-sitesUseful web-sites
www.alexa.comwww.alexa.com
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Useful web-sitesUseful web-sites
Google.analyticsGoogle.analytics
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Useful web-sitesUseful web-sites
Live.InternetLive.Internet
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital cases Digital cases
Интерактивный бутик Kokokaka (Гетеборг, Швеция) создал потрясающий промо-сайт новой коллекции Wrangler Blue Bell. На сайте использован новый способ демонстрации одежды: посетитель с помощью курсора может управлять моделью, демонстрирующей одежду. В частности можно схватить его, толкнуть в любом направлении или даже раздеть. В роли модели выступает актер и дизайнер Tony Ward, ставший лицом всей коллекции денима 2010 Wrangler Blue Bell.
Wrangler Blue Bell
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital cases Digital cases
Бренд Tipp-Ex — коррекционная канцелярская лента — запустил осенью на YouTube одну из самых оригинальных и увлекательных кампаний этого года. Особенностью данной кампании стала интерактивность — пользователь может самостоятельно выбирать направление, в котором будет развиваться сюжет, а во-вторых, интеграция в интерфейс YouTube и взаимодействие с ним. Создатели кампании, французское агентство Buzzman и бренд Tipp-Ex, предлагают зрителям писать что будет в конце ролика, и смотреть, что из этого выйдет. К концу года начальное видео набрало более 13 миллионов просмотров. Сейчас 15М.
Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)
http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=player_embedded
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Digital cases Digital cases
Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Assignment #1Assignment #1
•Chose out of 10 suggested platforms the one(s) for Colgate Max White One toothpaste brand best capturing your target audience.•Support your choice with objective argumentation.
The platforms:- Woman.ru- Facebook.com- Kinopoisk.ru- Odnoklassniki.ru- Lookatme.ru- Afisha.ru- Mail.ru- Twitter- Livejournal.ru- Rbk.ru
The criteria:- Popularity of web-site
(=number of unique users)- Affinity (TA)- Content
Group work: 15 minutes
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media
1)(Corporate) blogs (Корпоративные) блоги
Myth of mid2000: «no one reads our press-releases, BUT once we start a corporate blog, potential clients will multiply»
+ SEO-optimizers’ lobbying
The peak of fashion is over, BUTIf you understand, why you need it, whom & what about you will talk in the blogIf the blog has author or authors
— GO FOR A BLOG!
One of the best corporate blogs 2010 http://blog.ucoz.ru
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media
2) Thematic groups in social networks (Тематические группы)
Some questions to be answered:- what value will you give to users?- why should users join the group & participate in its life?- will your group make more sense than
- will you «multiply realms» via creating an own group or join an existing group?
Вконтакте:Существует ли дружба между Мужчиной и Женщиной?>500,000 участников.
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media
3) Applications (Приложения)
- Games incl. games with product placement
- Integration of Uralsib brand into the app «Merry Farmer» Vkontakte
http://www.sostav.ru/news/2009/09/30/doc3/
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media
4) Social networks plugins (Плагины)
- Opportunity to comment without registration- Likeboxes- Likes
магазин детских игрушек
Chaskor.ru
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media
5) Influencers (Агенты влияния)
Another myth of mid2000, now heavily criticized
WHAT’S THE PROBLEM?
- audience does not forgive influencers for lying (“Utkonos case”)- influencers are not always those with highest audience (e.g. Artem Lebedev with 5,000
female readers would hardly influence a deo buying decision)
HOW TO USE INFLENCERS?- long-term partnership w/o any obligations from their side
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media6) Spam, mass following, chain invitations (Спам, массфоллоунг, веерные
приглашения)
NO. ABSOLUTE TABOO.
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media7) Master of complaints («Дежурный по рекламациям»)
- de-facto on-line hotline + service line with initiative from your side
SOME RULES:
- React fast, do not provoke an Alfa Bank case http://video.yandex.ru/users/irinalogra/view/1
- Do not overreact- In crisis management situations have TOPs in!
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media8) Viral (Вирусы)
- videoshttp://www.youtube.com/watch?v=owGykVbfgUE (количество просмотров около 30
миллионов). Актер – Нейл Патрик Хэррисpodcasts (&pranks)- фотожабы (photogags?) Tribute to Crisis 2008
-As of 2009 virals went interactive: «Dress us up» - commercials for an on-line shophttp://www.youtube.com/watch?v=dXcBjeoRqFY&NR=1
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social Media9) Augmented reality (Дополненная реальность)
What is it?Technologies allowing to “augment”, reconstruct reality via usage of a webcam & various
detectors
e.g.: detector of movement in a new Microsoft XBox play statione.g.: QR-code reading detectoretc
Wella Flex Interactive — interactive site, where, blowing into a microphone, one can flex girs’ hairstyles
http://www.sostav.ru/news/2009/06/16/cod4/
Fashionista – virtual fitting room http://www.youtube.com/watch?v=ZnBcqV9POkY
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Instruments of Social MediaInstruments of Social MediaPLUS 100 500!
Even if you do not campaign in social media, YOU ARE THERE!
IT IS A MUST TO MONITOR PRESENCE OF A COMPANY (+ its BRENDS +its PEOPLE) in
• blogs (LiveJournal, blogpost, Моймир@mail.ru, etc.)• forums• microblogs (twitter! et al.)• social networks (odnoklassniki, Вконтакте, FB, etc)
How to monitor?
a)Do it yourself via http://blogs.yandex.ru/, http://blogsearch.google.com/?hl=en&tab=wbb) Ask professionals like www.netmind.ruc) Use instruments brandspotter (http://brandspotter.ru/)buzzware (http://www.buzzware.ru/)iqbuzz (http://www.iqbuzz.ru/)kribrum (http://www.kribrum.ru/)monitorix (http://monitorix.biz/)semanticforce (http://semanticforce.net/ru/sf_home.html)wobot (http://wobot.ru/)youscan (http://youscan.ru/)
DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
Assignment #2Assignment #2
•Each group will have 1 campaign target and 300K$. Chose the digital platform/channel which will best fulfill the communication target for your brand•Support your choice with objective argumentation.
Group 1: Increase AwarenessGroup 2: Change PerceptionGroup 3: Create/Increase Intent to recommendGroup 4: Increase Purchase (usage)Group 5: Increase Satisfaction level
Group work: 15 minutes
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