dgm Australia ADMA Forum 2009
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Transcript of dgm Australia ADMA Forum 2009
Due to the increasing fragmentation of consumers and the
numerous opportunities available to marketers, individual
channels can no longer be considered in isolation.
What drives the consumer and where are they driven?
Do you know?
Agenda
1.My background2.Today’s Customer journey3.Successful Australian case studies4.How can we produce Cost Effective
Integrated marketing solutions?
Above the line
Below the line
Th
rou
gh
th
e
lin
e
Above the line
Below the line
Th
rou
gh
th
e
lin
e
There is no line
Above the line
Below the line
Th
rou
gh
th
e
lin
e
Across the line
The traditional marketing departmentPR
Online
Press
TV
Outdoor
Mobile
DM
Retail
Insights Creative IdeaStrategy
THE OLD WAY
THE NEW WAY
Word of mouthfrom one person to another
Free, local, slow and not measurable
2009; PEOPLE COMMUNICATE MORE THAN EVER BEFORE
Today Advertisement is engaging with trusted advocates in brand dialogue many to many
Global, instant measurable, attributable, real time
Information sources and trust in Customer Journey
Unique
“Technology is shifting the power away from the media editors, the publishers, the establishment, the media elite.
Now it’s the people who are in control”
Rupert Murdoch July 2006
10,000 people protested what they say were rigged elections
PRIME TIME AD
OFFLINE MARKETING DRIVES CONSUMERS TO SEARCH…
SO IF YOU’RE SPENDING AD $’s OFFLINEBUT NOT ONLINE
WHERE DO THEY GO??
Today’s Integrated marketing solution
Single tool that will manage all campaigns
1 Case Study
Telco
Collaboration
BrandedKeyword triggers
• Apparatus – TV & Search & Online Display
• Method – Control period
• Predict results – More searches and more sales
• Measure – dgm IQ
• Refine
1 Case Study
Results
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions
Brand search campaign costs$13.5K
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's
1 2 3
3 nationwide TV campaignscosts$2M
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
Online Display campaign costs$85K
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
0
1000
2000
3000
4000
5000
6000
7000
5/10
/08
7/10
/08
9/10
/08
11/1
0/08
13/1
0/08
15/1
0/08
17/1
0/08
19/1
0/08
21/1
0/08
23/1
0/08
25/1
0/08
27/1
0/08
TOTAL Brand Impressions TV 00's
1 Case Study
TV Campaign 1 + Search Brand KW
66%
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's
TVC1 finish + Search Brand KW
0
1000
2000
3000
4000
5000
6000
7000
19/1
0/08
20/1
0/08
21/1
0/08
22/1
0/08
23/1
0/08
24/1
0/08
25/1
0/08
26/1
0/08
27/1
0/08
28/1
0/08
29/1
0/08
30/1
0/08
31/1
0/08
1/11
/08
2/11
/08
3/11
/08
4/11
/08
5/11
/08
6/11
/08
7/11
/08
8/11
/08
TOTAL Brand Impressions TV 00's
1 Case Study
TVC1 finish + Search Brand KWBrandgroup KW searches reduced by 20% in the week after TVC1
20%
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
TVC2 starts + Search Brand KW
0
1000
2000
3000
4000
5000
6000
2/11
/08
3/11
/08
4/11
/08
5/11
/08
6/11
/08
7/11
/08
8/11
/08
9/11
/08
10/1
1/08
11/1
1/08
12/1
1/08
13/1
1/08
14/1
1/08
15/1
1/08
16/1
1/08
17/1
1/08
18/1
1/08
19/1
1/08
20/1
1/08
21/1
1/08
22/1
1/08
TOTAL Brand Impressions TV 00's Display Impressions 000's
1 Case Study
TVC2 starts + Search Brand KW
Brandgroup searches increased by 19% during TVC2
19%
Total Sales (online and offline)
6%
35%32%
27%
October November December January
1 Case Study
• Web sales increased 29% during the month TV commercials ran
• Web sales fell by only 3% month after
1 Case Study
0
1000
2000
3000
4000
5000
6000
7/09
/200
8
14/0
9/20
08
21/0
9/20
08
28/0
9/20
08
5/10
/200
8
12/1
0/20
08
19/1
0/20
08
26/1
0/20
08
2/11
/200
8
9/11
/200
8
16/1
1/20
08
23/1
1/20
08
30/1
1/20
08
7/12
/200
8
14/1
2/20
08
21/1
2/20
08
28/1
2/20
08
4/01
/200
9
11/0
1/20
09
18/0
1/20
09
25/0
1/20
09
TOTAL Brand Impressions TV 00's Display Impressions 000's
Web sales fell by only 8% 2 months after TVC’s
Display impressions
switched on in Nov
41%
22%
28%
4% 5%
NSW Vic Qld SA WA
1 Case Study
IP locations
1 Case Study
IP locations
Queensland 28%
Queensland 28%
1 Case Study
IP locations
Sydney NSW
Newtown 5%Waterloo 3%Mascot 1%Bondi 1%
Sydney NSW
Newtown 5%Waterloo 3%Mascot 1%Bondi 1%
85% of new users called the BRAND to find out more: 44% rang only, 21% phoned & went to the website, 21% website only
1 Case Study
1 Case Study
1%
4%
13%
18%
21%
43%
Can't Remember
Direct Mail
Another Way
Word of Mouth
Website
TV Advertising
21% of all Telesales callsoriginated as a result of the website
Origins of Telesales new customers
Search outperforms TV by 10:1 on ROI
TV Generates more sales by 2:1 than search alone
Website out performs Word of mouth
Optimise the conversation online
1 Case Study
1 Case Study
WHEN THEY GO ONLINE??
NEGATIVE FEEDBACK!
POSITIVE FEEDBACK!Online Press Releases can appear in the natural listings on Google when picked up by major news sites
• Implement unique Branded Keywords triggers on all Ads
• Measure performance of these keywords
• Implement geo targeting and IP mapping
• Optimise PR listings in your SERPS
1 Case Study
How can we produce Cost Effective Integrated marketing solutions?
Gap between ad spend and media consumption
Media SpendAnnual Ad Spending (Travel)
Media Consumption
The Opportunity
Newspapers, 47%
All other, 12%
TV, 32%
Online, 9%
Newspapers, 14%
All other, 26%
TV, 35%
Online, 25%
Source: Forrester Technographics 2006 & Bear Stearns Global Ad Spend, May 2006 with Zenith Optimedia Ad Figures
Cut through marketing online
10% Off!
Can your marketing department help?
The traditional marketing departmentPR
Online
Press
TV
Outdoor
Mobile
DM
Retail
Insights Creative IdeaStrategy
Online
Online is not a channel it is a platform for customer engagement
Online
Search
Website
Display
eCRM
SocialMedia
Affiliate
Your customer has changed so why hasn’t your marketing department?
The future marketing departmentPR
Press
TV
Outdoor
Mobile
DM
Retail
Insights Strategy OnlineCreative Idea
• Unique Branded trigger Keywords on ALL channels
• Integrate online into the “creative idea” and execution
• Switched on customers become brand advocates
• Build a database through social customer engagement competitions, offers, word-of-mouth online
• Email me [email protected]