How digital advertising fits into an integrated digital strategy

@ danielposavac | www.bonseyjaden.com #internetshowsg

DANIEL POSAVAC (CEO)

HOW DIGITAL ADVERTISING FITS INTO AN INTERGRATED

DIGITAL STRATEGY



Google






Now how is that different to pla1orms I men4oned earlier…

Why is this any different?


IMAGE of Angry marketer / business person.


IMAGE of Tradi4onal Media.



IMAGE for Digital Strategy


IMAGE for Digital Strategy

Brands must have a Digital strategy.


EWW, Digital Advertising.




Image of Tradi4onal Media


Image of CornerStone

Digital Advertising.


Image represen4ng Educa4on

We have more to learn!


Clients still mostly ask us to achieve:

Better CPC than their last agency

Better CPM than their last agency

Bigger reach for less money


And the more advanced clients some4mes for an increase in sales (E-‐Commerce) or leads or database growth.


IMG of Anrgy business people anrgy at one guy.

Me…


Image signifying the bad uses of tradi4onal media


We want to be given briefs for:

Positive Brand Engagement

Real Time Advertising

Contextual Campaigns


The Internet is not one giant billboard



Enough banners?



Adver4sing must be used to spread stories, ideas, knowledge and truth.

Stories ~ Ideas ~ Knowledge ~ Truth


Rant = OVER


Digital Advertising

Strategy


Digital Advertising

Strategy

Planning


Digital Advertising

Strategy

Planning

Creative

§  Design §  Copy §  Direction §  UX


Digital Advertising

Strategy

Planning

Technology

§  Development §  Deploymeny §  Optimization §  Analysis

Creative



Digital Advertising

Strategy

Planning

Technology

§  Development §  Deployment §  Optimization §  Analysis

Creative



STRATEGY & PLANNING FOR SUCCESFULL DIGITAL ADVERTISING CAMPAIGNS


Primary Channels


Secondary Channels


IMAGE of Diversifica4on



Facebook paying me off.

WHY IS THIS SO HARD?


IMAGE OF technology and tools


A classic.


Nice spelling.


§  Poor user experience

§  Doesn’t deliver on CTA

§  Must be logged in to

Facebook


§  Too many calls to ac4on (Phone, SMS & Apply NOW)

§  Phone numbers are too small to read

§  Landing page is way too long and complicated





When did I learn Indonesian?


Google


Are 3 ads not enough?


What am I looking at?


Banner Page


Landing Page






1st sponsored story


2nd sponsored story


1st sponsored story


Whaaat?


C +


We must get smarter!


But how?


The most successful digital strategies are the ones where the customer is at the centre of the experience, and where to organisa4on invest in knowing their market and their customers in4mately, order to deliver value beyond expecta4ons.


Graphic for Customer being the central focus in digital adver4sing


3 Strategies for Digital Advertising Success

Advertising for Market Research

Hyper-targeted profile based ads

Native Advertising


1/ Advertising for Market Research


Image of Big Data or Google + Facebook Data. Facebook Ads planner, Google Keywrod Planner, Google Insights.


Example of this in use:

Market Research

Product Research

Campaign & Creative Testing


Image or hyper targe4ng (laser, magnifying glass)

2/ Hyper-targeted profile based advertising





Location

Sex

Age

Marital Status

Interests

Internet Footprint

Context


Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP A

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP B

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP C

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP D


Location

Sex

Age

Marital Status

Interests

Footprint

Footprint

GROUP A

Location

Sex

Age

Marital Status

Interests

Footprint

Footprint

GROUP B

Location

Sex

Age

Marital Status

Interests

Footprint

Footprint

GROUP C

Location

Sex

Age

Marital Status

Interests

Footprint

Footprint

GROUP D

ADVERTISING CAMPAIGN


Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP A

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP B

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP C

Location

Sex

Age

Marital Status

Interests

Footprint

Context

GROUP D

ADVERTISING CAMPAIGN

SUB-CAMPAIGN SUB-CAMPAIGN SUB-CAMPAIGN SUB-CAMPAIGN



IMAGES TO REPRESENT BUSINESS AND PERSONAL





I recently moved from Sydney to Singapore and in that process needed to setup a rela4onship with a bank on both a personal and a business level.


I should be a standard chartered customer. But I am not. They never reached me.

ME NOT BEING A STANDARD

CHARTERED CUSTOMER


Missed Opportunity

THESE BRANDS KNOW I AM IN THE DIGITAL MARKETING INDUSTRY


Target Me

Missed Opportunity




NATIVE ADVERTISING


????? *** Examples of Best Local Cases

This is Native Advertising



Paid Content Marketing placed in context of an existing user’s experience, that is relevant,

likable & shareable.



NON PROMOTIONAL



VALUABLE + SHAREABLE CONTENT



DOES IT WORK?


53% Higher Awareness

32% More Sharable


Huge Growth Area!


Huge Growth Area!

Predicted 100% growth by 2017


It’s not just Digital Media.


Native Advertising is KEY!


Image to represent : IN CLOSING


It’s 4me for us as organisa4ons, and the marketers within our organisa4on, to really get smarter about the ways that we use these amazing channels and tools at our disposal.


INVEST

Invest.




Strive for:

Positive Brand Engagement

Real Time Advertising

Contextual Campaigns


SUCCESS!


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THANK YOU

Q & A