Publicis Mojo | ZenithOptimedia Brisbane

Digital Credentials

Agenda

> Our Digital Clients> Our Digital Services

• Website design / development• Email• eCRM• Online advertising• Social media• Media case studies

Our Digital Clients

Our Digital Services

WEB DESIGN / DEVELOPMENT

Leighton Properties : Mosaic

AirAsia: ‘No Pro’ Competition Site

Aussiespan: Trade Website

Site Maintenance

> Our service encompasses hosting management, content creation and content management.

> We maintain campaign and promotion sites for anything from a month to a year.

> In all cases maintenance responsibility is budgeted for and a percentage of Digital Producer time assigned on a daily, weekly or monthly basis as required to manage content and creative/development resources.

EMAIL

University of Qld

Leighton Properties

ClimateSmart Home Service Golden Casket

ECRM

OnlineOnline SMSSMS EmailEmail

DatabaseDatabase

Campaign Specifications

Campaign Specifications

Searching & Targeting Database

Searching & Targeting Database

CommunicationsCommunications

Management and Reporting

Management and Reporting

Real Time Updates & Reporting

Real Time Updates & Reporting

Voice & PhysicalVoice & Physical EmailEmail SMSSMS

ONLINE ADVERTISING

University of Qld

‘Mid Year’

‘Options’

University of Qld

Tatts Lotteries

AirAsia

Eagle Boys Pizza

SOCIAL MEDIA

Facebook Tabs and Applications

Social Media Monitoring

MEDIA CASE STUDIES

Lite n’ Easy: Search Engine Marketing

The Challenge> Lite n’ Easy have been investing in SEM for the past 2 years and it has become an integral part of their

advertising mix due to its ability to drive low cost acquisitions. Our challenge was to find a way to make this channel even more cost effective.

> With three other major competitors in the SEM space, Lite n’ Easy face the constant challenge of maintaining market share without compromising their cost efficiency.

The Insight> Keyword analysis identified that while most keywords drove low cost acquisitions, a small number of

keywords were pulling the average CPA up. These keywords were effective in driving significant amounts of traffic to the website, but not directly converting. Our theory was that consumers would search for these “traffic driving” keywords for ideas on weight loss and to compare the different brands and then return to the search engine to search on a brand specific term, from which they converted.

The Solution> This insight led to an in depth keyword level analysis of the campaign from which we were able to group

keywords into ‘Acquisition – Low CPA’, ‘Acquisition – Mid CPA’, ‘Traffic Drivers’ and ‘Content Network’ campaigns. This re-grouping allowed us to allocate more budget to Low and Mid CPA (which were driving acquisitions) but still give attention to those keywords that drove potential customers to explore our website.

 The Results> This restructure has led to a significant improvement in the average CPA, which is now 360% more

efficient than the previous structure. The Lite n’ Easy SEM account is therefore now achieving significantly more acquisitions for the same budget, at a more efficient CPA.

Qld Motorways :: Data Mining Hits Customer Gold!

The Challenge > To prove that online is the most efficient sales channel of phone, online and in-

person.> Beyond including the URL in ATL advertising, we had to find a cost efficient way of

getting consumer to the website to purchase, whilst minimising risk. The Insight> Online Advertising has a direct correlation with online sales. The Solution> Based on econometrics we determined the budget required for online advertising

efficiency.

The Results> Online budget increased to 40%+> Online sales increased to 50%> CPA for online sales decreased by 44%> The % of overall budget to online now more closely reflects the % of overall sales.

(40% budget split to 50% sales split)