Mike berry idm ghent june 7 2011 copy

Seminar: Exploring the opportunities of

digital direct marketing for your business

Presented by:

Mike Berry Dip DM, F IDM Ghent, June 7 2011

© 2011 Mike Berry Associates

The opportunities of digital direct

marketing for your business

Presented by:

Mike Berry Dip DM, F IDM Ghent, June 7 2011

Hello! I‟m Mike...

• Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,

Head of Digital EMEA for Jack Morton (Interpublic)

• In digital marketing since 1995 (ish)

• Worked with brands in B2C, B2B, Charities

• Integrated marketing background

• Professor of Digital Marketing, Hult Business School

• Fellow, Trainer and Consultant for IDM

©2011 Mike Berry Associates

A consultant

“Borrows your watch, tells you the time, then

sends you an invoice.”


Brands I have worked with.


What about you?


What about you? <with a twist>

• Name, company and why are you here?

• What Digital Marketing have you done?

• What areas of digital marketing would you

like to know more about?

• What‟s your favourite website? Why?

?


Timetable for today

09.00 Start: Session 1

11.00 Coffee

11.15 Session 2

12.30 Lunch

14.00 Session 3

15.15 Coffee

15.30 Session 4

17.00 Close


About today

• YOU WILL GET THE SLIDES

• Only a day

• Overview of big (and growing) range of

activities

• Plenty of content

• Share stuff

• Ask questions

• Challenge

• Enjoy!


The digital marketing toolbox

The world is changing...



“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it‟s the people who are taking control.”

Rupert Murdoch, Wired magazine



“ Less than a decade ago, people described the act of „going online‟ as venturing into some foreign realm called „cyberspace‟. But that metaphor no longer applies. Facebook, Twitter, Flickr and all the other newcomers aren‟t places to go, but things to do, ways to express yourself, means to connect with others and extend your own horizons. Cyberspace was somewhere else. The Web is where we live.”

Source: Newsweek


Trying to keep up with digital

is a bit like this...


“As we know, there are known knowns. There are things we know we know.

We also know there are known unknowns. That is to say we know there are some things we do not know.

But there are also unknown unknowns, the ones we don‟t know we don‟t know.”

Donald Rumsfeld,

former US Secretary of Defense ,

at Press Briefing February 12, 2002

after Confucius


Jargon

New media

E-marketing

Interactive

DIGITAL

Online


Jargon

It doesn't really matter

what we call it- it‟s

how we think and

what we do...


Today

• How digital has changed marketing

• Online Display

• Search

• Social Media

• Email

• Affiliates, Viral, Mobile

• A look ahead: the next big things

• Summary


It‟s about knowing your customers

• How old are they?

• How much money do they have?

• Where do they live?

• What do they like doing?

• How do they relax?

• What drives them?

• What do they aspire to?

But how?

We can guess...

Or we can find out!

• Data may be your organisation's biggest asset

• Sales/ transactions

• Enquiries

• Customer service

• Web analytics (clickstream, site stats +++)

• Ask them

• On-site surveys!

“Data Is The New Oil” Clive Humby: Founder, dunnhumby

All data can help; in the right hands

DM agency

Database Agency

IT

Customer Services

Sales

Finance

Online team

Digital agency comScore/ Hitwise/ Alexa

Google

(Facebook?)

Customer/ prospect

data

Web Analytics data

Let‟s drill down...

CUSTOMER DATA

• Personal

• About identified individuals

• About real behaviour

WEB ANALYTICS DATA

• Aggregated

• Anonymous

• About real behaviour

The opportunity

+ =

Data is the key

“How much value lies untapped in existing corporate and

public data streams? My guess is a lot. How many

companies are truly joining up their data to extract and

interpret the kind of intangible insight that has real tangible

value? My guess is very few. That, to me, has opportunity

written all over it.”

<Neil Perkin: Predicting The Unpredictable

http://neilperkin.typepad.com/only_dead_fish>

How digital has

changed marketing


What is marketing?

• Bringing buyers and sellers together

• Meeting customer needs; profitably

• Combination of:

product, price, place and promotion

(Kotler)


Marketing communications

• Delivering the right message

• Via the right channel

• To the right individual

• At the right time

EASY, huh?


What is digital marketing?

• Electronic communications

• Reaching consumers/ business purchasers

via a screen, interactively

• Internet marketing (via desktop PC, Mac,

iPad, Mobile device)

• “What digital marketers do...”


Planning Digital Marketing

Understanding the growing range of digital tools and employing them appropriately to enhance every

brand communication


Planning Digital Marketing

Understanding the growing range of digital tools and employing them appropriately to enhance every

brand communication

Mobile

Website Design and Build/ Usability

E-mail Marketing

PPC

Virtual Worlds

Social Media

Blogs podcasts

Viral marketing SEO

Web Analytics


Affiliate Marketing

It‟s all new!

„Old‟ Media:

• Posters (ancient Egyptians, Greeks, Romans)

• Newspapers (1830s)

• Commercial Radio launched (1920 US;1973 UK)

• Commercial TV launched (1941 US;1955 UK)


It‟s all new!

• Google

• Twitter

• iPod

• Microsoft

• Facebook


When were they launched?

• Microsoft launched 1978

• Google launched 1998

• iPod launched 2001

• Facebook launched 2004

• Twitter launched 2006


We‟ve come a long way...


http://www.youtube.com/watch?v=gCMzjJjuxQI

http://www.youtube.com/watch?v=gCMzjJjuxQI






Changing everything. Again

and again.

There‟s further to go...

There‟s no going back...


The internet has changed everything...


? hours in the day...


We‟re all multi-tasking...


Two and three screeners (Laptop, TV, Phone/iPad)

Heineken „dual screen‟ game

• Heineken StarPlayer: live football game that lets fans watch UEFA Champions

League matches on TV whilst playing it in real-time on a computer, iPhone or

iPod touch

• „Dual screen‟ digital initiative transforms TV watching into a social interactive

experience for football fans. The game taps into competitive banter of the

fans by creating a live TV game experience that can be played from

wherever they are watching the game

• Overlay to live football matches, first global example of a social media

gaming platform. Fans watch the football on TV while playing StarPlayer in

real-time, anticipating events on the pitch live and making decisions on what

will happen in next few seconds

• „Dual screen‟ technology involves time-dependent decisions on play


• To score points, fans anticipate what will happen at key moments such as corners,

free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the

next 30 seconds. With every correct forecast, fans gain points. Through the

„Interactive Champions League‟, they can also compete and share with their

friends via Facebook and with other players around the world.

“StarPlayer will really change the way in which football fans interact with the UEFA

Champions League, creating a more social experience around watching and

enjoying the matches. For Heineken to be able to bring the excitement and

competition of these premium matches to the actual fingertips of the fans through

the cutting edge „dual screen‟ technology of Star Player really showcases our

commitment to providing extraordinary innovative experiences for fans.”

Floris Cobelens, Global Head of Digital, Heineken


• Leverages

sponsorship

• Recognises most

football is viewed on

TV by lone males

• Adds a real-time

„social‟ element

• Heavily branded

How would we live without the internet?

• Buying a new house

• Buying a new car

• Choosing and booking a holiday

• Sourcing a new supplier at work

• Preparing for a meeting with a new contact

• Choosing a training course

• ???


“It is not the strongest of

the species that

survives, nor the most

intelligent that survives.

It is the one that is the

most adaptable to

change.”

Charles Darwin

Words of wisdom


Traditionally...


The internet has changed the world






...but some things stay the same

“You can‟t bore people into buying.”

- David Ogilvy


From the days of „Mad Men‟

“The consumer is not a moron.

She is your wife.”

- David Ogilvy

David Ogilvy,

, 1963


To paraphrase...

The buyer is not an automaton....


The buyer is not an automaton...

..(s)he is a human being


Individual Company Exercise

• What kinds of digital marketing does your

organisation do?

• How is Digital marketing planned,

implemented and measured in your

organisation? Who is responsible for each of

these activities?

• How well is digital integrated with offline?

• What could be done better?


The digital marketing toolbox

• Online display

• Search

• Social Media

• Affiliates

• Viral

• Email

• Mobile


Online

Display


Online DISPLAY ads

• Permission?

• Or INTERRUPTIVE?

Online Advertising:

interruptive or permission-based?

• Surprise the user

• Grab their attention

OR:


Online Advertising:

interruptive or permission-based? • Surprise the user

• Grab their attention

OR:

• Ask permission

• Invite engagement?


Cost per engagement?

• “In general, the industry suffers

from the emphasis on click-through rate. I feel very confident

based on results that we're

seeing, especially when friends

are recommending to friends. Research shows that, on average,

people are 68% more likely to

remember seeing the ad if their

friend has recommended it and twice as likely to remember the

message of the ad. (Nielsen). To

us, what's more powerful than click-through is, “Are people

paying attention to the message and remembering it?” ”

Carolyn Everson

VP-global sales, Facebook

April 2011

Online display

• The most like traditional press advertising

• Banners like strip on a newspaper magazine

page

• Debate: interruptive formats vs. permission

• Stunning effects rapidly get boring/ annoying

• Just because it can be done doesn't mean its

right for your brand

• TEST but also apply judgement


How online display advertising works

<source: nma.co.uk>

Ad Servers

Statistics Database

Delivery & Tracking

ROI Reporting

User

Publisher

Publisher Ad Server

AD

URL

User goes to a site. The site loads,

Page needs an advert to be placed on it

1 The ad serving system looks for an appropriate ad based on all the ad schedules it holds

Once the ad is chosen it is served, and a record kept of this.

3

How adserving works

2

Basic online advertising formats


(300 x 250) MPU

• Homepage auto-play

• 30p CpC

• 10m impressions

per day


728 x 90 Leaderboard


http://www.flashtalking.com/yahoo_apple/

(160 x 600) Super Skyscraper


Push-down Leaderboard (CpR)

Expands in size from 728x90 pixels to 728x350


L-shaped banner


Standard Expandable


http://www.flashtalking.com/showcase/bbc_podcasts/

Expandable


http://www.flashtalking.com/showcase/RangeRover_gates/

Homepage takeover


Shake them up!

http://www.youtube.com/wariolandshakeit2008





Surprises can be good…

http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html











And of course……Facebook

|

http://www.facebook.com/adsmarketing/

http://www.facebook.com/adsmarketing/

• Information you need

CPM Rate

Click Through Rate (CTR)

Conversion rate from „Click‟ to „Action‟

Trading: Calculating estimated

CpAs for CPM campaigns


Trading: Buying models

• Cost per Thousand (CPM)

• The classic media buying currency • Rewards media owner purely on their audience size and composition

• Cost per Click (CpC)

• Search marketing, directories & comparison site listings

• Rewards media owner for response, not reach


• Cost per Sale (arrival, lead, acquisition,

registration)

• Affiliate marketing • Some e-commerce and partnership deals

• Media owner takes most of the risk

• Hybrid deals • Some partnership and tenancy deals

• Shared risk arrangement

Trading: Buying models


The enemy...


Media Buying tips

+


Media buying tactics

• “Gorillas with calculators”

• “It‟s a game... but with real money”

• “Like poker without the cards”

• “Always leave the other guy his bus fare

home”


Managing an online media

budget

• There is no perfect online media mix

• Budgets allocated on a test & refine basis

• Early stage online advertising may well have high

wastage

• Later stage campaigns should still contain a test

budget


Search


Seek and Ye Shall Find...


• Definitions


• Definitions


Google

Larry Page and Sergey Brin founded Google

in 1998. Using a friend's garage as their base

of operations, they only settled on a name

after misspelling the maths term „googol‟.

Google's combination of clever search

algorithms and sophisticated ad program

AdWords propelled it to the top of the search

engine market. It has stayed there ever since.


Yahoo!

• Yahoo is struggling; CEO and co-founder Jerry Yang resigned at the end of 2008

• Has continued to lose search engine market share under new CEO Carol Bartz

• On July 29th 2009, Yahoo agreed „the unthinkable‟ and appointed Microsoft‟s Bing as its exclusive search platform. Soon the former „king of search‟ will soon only show results from its arch-rival


Bing

• Microsoft Bing, the successor to MSN Live

Search, launched in June 2009 with a

reported £60 million marketing budget

• Bing quickly established itself as a serious rival

to Google. Total searches on Microsoft were

up 22 per cent in a single month (Nielsen)

• comScore confirms that Bing is still on the up;

Yahoo!/Bing share nearly 30% in US in 2011


Bing takes share from Google


Search Engine Optimisation (= SEO)

“Search engine optimization (SEO) is the

process of improving the volume or quality of

traffic to a web site from search engines via

"natural" or un-paid ("organic” search results.

Typically, the earlier (or higher) a site appears

in the search results list, the more visitors it will

receive from the search engine.”

Wikipedia


Search marketing – SEO & PPC

Natural

Paid


SEO


SEO Your Website

Think about the „user experience‟


Your Website/SEO

• “You have to have one these days”

• Make it work for you

• Make it somewhere you are PROUD of

• Make it easy to navigate/order (usability)

• Refresh content regularly (News? Offers?

Blog?)

• Help the search engines to find it (SEO)


Your Website/SEO

• How does your site look on Firefox? Chrome?

-on a Mac? -on a mobile device?

• You‟re competing with Amazon, BBC, eBay

• Help the customer to find what they want

• Good signposting : “Where am I?”

• Don‟t have any dead-ends/ broken links

• “Disloyalty is only one click away”


Your Website/SEO

• Make your website somewhere you'd be

proud for a (potential) customer to wander

around unaccompanied

• Then find (potential) customers and

encourage them to go there (drive traffic)

• Make it interesting and useful for them to

return regularly...


Pay-Per-Click Advertising

(=PPC)




Pay Per Click Advertising (=PPC)

• “Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market

• Cost per click (CPC) is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website”

Wikipedia


Pay Per Click Advertising (=PPC)


Search marketing = SEO + PPC

Natural

Paid


Pay-per-click advertising

Google AdWords

• You bid for a „key word‟ the amount you are

prepared to pay per click on your ad (through

to your website)

• Driving traffic; people interested in your

products

• £Bid X Quality Score Your search

„ranking‟


Google AdWords


A typical Google AdWords „Creative‟

ad

• Display URL

• Ad Text (35 character limit)

• Ad Title (25 character limit)


Pay-per-click advertising

• Easy to test

• Quick to set up

• You only pay when someone clicks

BUT:

• Easy to spend up to your limit

• Certain „keywords‟ very competitive

(eg „mobile phones‟, „accountancy services‟)

• „Clicks‟ doesn‟t mean „sales‟ (!)


PPC: From The Horse‟s Mouth


http://www.youtube.com/watch?v=K7l0a2PVhPQ

http://www.youtube.com/watch?v=K7l0a2PVhPQ

Search and Display working together

Social Media


Social media


Social Media – “the story so far”

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng







You can‟t stop people talking.

You can‟t control what they

say about you. But you can

JOIN, and maybe INFLUENCE

the conversation.


Social Media

“The key is to produce something that both pulls

people together and gives them something to

do...I don‟t have to control the conversation to

benefit from their interest.”

Henry Jenkins, MIT


Social Media

“Consumers are beginning in a very real sense to

own our brands and participate in their

creation...we need to learn to begin to let go.”

A.G. Lafely: CEO & Chairman, Procter & Gamble


People expect to find us...


B2B or B2C?



Keep an ear to the ground...

WHAT ARE THEY SAYING ABOUT US?

• All over the web: Blogs, Twitter, video sharing sites,

social networks, groups and forums

• THE MONITORING INDUSTRY IS BORN...

• Before we talk, we should listen...


Brandwatch: Buzz monitoring


Customer Service in the internet age


http://www.youtube.com/watch?v=5YGc4zOqozo




• The story of: Dave Carroll, Sons of Maxwell

(Canadian Music duo)

• March 31, 2008: when the band was flying

from Halifax to Omaha, Nebraska on United

Airlines

• “United broke his $3,500 Taylor Guitar”*

*allegedly





















“United breaks guitars”

• The YouTube video was posted on July 6 2009

• Amassed 150,000 views on first day

• Song 1: 7,665,807 views. Hit number one on the iTunes Music Store the week following its release

• Song 2: 842,171 views

• The Times reported that four days after the song's release, the company's share price

"plunged by 10 per cent, costing shareholders

$180 million”



What is Twitter for?


Twitter, Why?


Twitter, Why?

• “I am working on clarity around that at the

moment,” Costolo admits. “I am currently

trying to define what Twitter‟s purpose is in

the long term. We will be able to be more

specific on that answer in the near future.”

• Dick Costolo, CEO, Twitter, November 2010


What is Twitter for?


Twitter: what‟s it all about?




B2B or B2C?


Twitter guidelines...


Be careful out there...


• Senior PR Executive en route to Memphis

Tennessee

• Due to present to employees at FedEx

Corporation HQ about Social Media

• Bored. Tweeting on his ‟phone...



Be careful out there...

“Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays XXX annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write.”


The Importance of Reputation in B2B


http://www.youtube.com/watch?v=nXG7zYWKHGU













No-one ever got fired...


The importance of Reputation




Before we talk, we should listen...


Brandwatch: Buzz monitoring

http://www.youtube.com/watch?v=lYrE-S9rpq4

VIDEO






Listen intelligently


54% of companies now use some sort

of buzz monitoring tool. <Econsultancy 2010>

Photo credit: Round Indigo Rock on Flickr

Photo credit: Stian Andreassen on Flickr

Online PR= „Reputation

Management‟

Source: Dr Dave Chaffey


Who‟s doing what in Social Media?

Just remember: it‟s public

Checklist before posting anything - anywhere:

• Assume your boss reads/sees everything that you post

• Assume your biggest client reads/sees everything that you post

• Assume your biggest competitor reads/sees everything that you post

• Assume your Mum reads/sees everything that you post

• Assume your children will read/see everything that you post!!!


Email

marketing


Facts and Figures#

• Email is the preferred primary means of

communication by business buyers

• 53% of business users check their email 6 or

more times during the working day

• 34% of internet users check their email

continuously during the working day

• For 96% of all internet users, checking email

is their main reason for being online #VOW Marketing Guide 2010


email marketing

• Finely targeted

• BUT: inertia, clutter, “SPAM”

• Make it relevant

• Have a reason for contacting

• Email newsletter and/or one-off promotional

offers?

• Build and segment your prospect/ customer

database

• Tailor your offer/s


email marketing

• Sender: use a name the buyer knows

• Subject line: don‟t say „FREE! WIN! ETC!‟

• Use personalisation with care

• Give a reason for „writing‟

• Amazon: “we‟ve noticed that...”

• Offer plain-text version as well as HTML

• Test frequency – don‟t bombard

• Make it easy to unsubscribe (=opt-out)


Behavioural targeting in email


eCRM: Event-triggered emails

Source: Econsultancy Census


Email and Direct mail together

Source: Econsultancy/ BCA research


Email marketing evolution

email marketing

• The right message to the right person at the

right time

• Sales lead „nurturing‟

• Telephone follow-up by sales team

• Monitor and analyse response

• TEST! TEST! TEST!


Email marketing works over time


Affiliates


Affiliate marketing

• Partnership between owners of two websites

with overlapping customer/ user profiles.

Typically:

• Merchant is an ecommerce Retailer

• Affiliate is an online Publisher

• The affiliate places ads on their site to drive

traffic/sales for the merchant

• The merchant pays the affiliate a commission

(= revenue-share) for traffic directed to the

merchant‟s site (eg PPC or PPLead/Sale)


Affiliate marketing

• Eg. ITV Sports (affiliate)+ Betfair (merchant)

• Amazon.com created world‟s first major

affiliate program

• For affiliate, „money for nothing‟

• For merchant, affiliate is auxiliary sales force

• Emergence of affiliate networks to broker deals

- represent the merchants; find affiliates for

them


Affiliate networks


Affiliate marketing Tips:

• For Merchants:

-Vet and monitor your affiliates

• For affiliates

-Watch who you affiliate with


Viral


What makes a great viral video?

• A GREAT IDEA

• SEEDING

• LUCK

“No-one ever went broke underestimating

the intelligence of the American public.”

Henry Mencken


Sometimes you make it really big

• Annoying Orange

• Roger Federer Trick Shot

• Tipp-Ex Hunter/Bear

• Old Spice Guy

• Will It Blend?


Mobile


Mobile Marketing

“Mobile is...the most intriguing/perplexing

medium. Over the short-term, it is quite

possibly the most over-hyped marketing

channel...Yet taking the long view, it could

be the most under-hyped.”

Sir Martin Sorrell, CEO, WPP 2010


Quiz

• OMG

• LOL

• BTW

• IMHO

And now:

• POS

• H8

• H9





Mobile

• We've come a long way since Motorola

developed first mobile phone in April 1973;

launched in 1983 at retail price $3,995

• Phones increasingly powerful

• Multi-function portable computers

• Voice almost incidental

• PC experience on device in pocket?

• Exciting new technologies (AR, location

-based services, translation +++)


Mobile

• 700million Chinese citizens have a mobile:

500million via China Mobile

• 8million new subscribers sign up each month

• 425million mobile subscribers in India

• 12million signing up each month

• Mobile eclipsing PC as preferred way of

accessing the internet in these countries

<Source: WPP 2010>


Mobile

• First mobile marketing was SMS (text) messages

• Then banners on mobile internet sites

• The iPhone has been a true „game-changer‟

• January 2011: Apple announced 10 billion apps downloaded since launch of App Store Summer 2008

• Now most popular handset in US (Nielsen 2010)


Mobile “The Year Of Mobile”!


2010?


2011?


Next big thing?

http://www.youtube.com/watch?v=h2OfQdYrH

Rs

WORD LENS


http://www.youtube.com/watch?v=h2OfQdYrHRs

http://www.youtube.com/watch?v=h2OfQdYrHRs


QR codes - big in Japan

• http://www.youtube.com/watch?v=B3lrcOh

mp9g


http://www.youtube.com/watch?v=B3lrcOhmp9g

http://www.youtube.com/watch?v=B3lrcOhmp9g

Mobile

• Beware the hype <Marketing magazine>

• Mobile will grow; but over time

• PC is different experience from laptop

• Laptop different from mobile

• Users expect different things in different

usage situations

• Horses for courses

• It will happen!


Measuring

your success


Measuring Digital

• In Digital you can measure EVERYTHING

BUT:

• Data is not information

• What are your objectives?

• What are your KPIs?

• What does success look like?

• Measure the important things

• ACTIONABLE ANALYTICS


Web Analytics


Web Analytics

• Many analytics tools are free

• You can count how many people clicked

on your ad (display or PPC)

• You can count how many reached your

landing page

• You can track what happens next

(eg: go to checkout/ buy/abandon basket)


• Various tools are available

• Many are free

• Start simple

• Measure the big things

• In time, invest in paid-for tools

• Bear in mind your objectives

• What do you need/want to measure?


Web analytics

“Google Analytics is a fantastic tool: from the moment you arrange to have the tracking

code installed and you experience the thrill or angst of your first reports appearing , showing how real people are interacting with your business.”

Dr Dave Chaffey, Customising Google Analytics for your business

smartinsights.com/February 16, 2010



Test everything...that matters

• Web analytics is closely linked with usability

• Users are increasingly sophisticated

• Disloyalty is only one click away

• You‟re competing with Amazon, BBC, eBay

• Don't test everything at once (!)

• Continuous improvement

• Remember things change...


Small changes...


B ©2011 Mike Berry Associates

...can make a big difference



A



Asda Homepage redesign


Test everything...that matters

A



Measuring your success

IN CONCLUSION:

• Use mix of experience, judgement and experiment

• Just because it is possible: doesn‟t mean it‟s right

• Remember the brand; is every communication

„on strategy‟?

• Learn and refine


Who‟s doing what?


© Mike Berry Associates 2011

THE BRAND: TIPP-EX


THE BRAND – TIPP-EX

• Owned by the BIC Group

• An old-fashioned stationery

product

• The market leader in Europe

• Targeting students and office

workers


THE CHALLENGE

• Needs to remain relevant in

the internet age

• Boost sales during the back-

to-school period

• Wanted to become the

preferred correction

product brand amongst

students


CREATIVE SOLUTION – TIPP-EX

• PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”



• VIDEO / ONLINE DEMONSTRATION


• 30 sec YouTube video with two options at the end – to shoot the bear or not.

• The viewer is then taken to the „Tipp-Experience‟ (a page that looks like a YouTube video, but is a full-page Flash file.)

• The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and the hunter.

• 42 different endings were produced (dances, fights, etc)

• Paid YouTube banner for the first 24h of the campaign

• Seedings through social media

• Only online, no other media used




• Interview with Thomas Granger, Creative

Director of Buzzman


RESULTS

ONE WEEK AFTER THE LAUNCH:

• -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION TIMES

• -THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS, SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED MORE THAN 10 000 TIMES!

• -THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN “INNOVATION SHOWING YOUTUBE‟S FUTURE”.

-EACH USER:

• SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN; USUAL AVERAGE TIME SPENT IS 2 MINS

• MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT


RESULTS

• BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY.


RESULTS

• 12 MILLION VIEWS FOR THE TEASER CLIP +

• MORE THAN 30 MILLION VIEWS FOR THE TIPP-

EXPERIENCE CHANNEL. (TARGET 1 MILLION

VIEWS)

• 217 COUNTRIES CONNECTED TO THE TIPP-

EXPERIENCE PAGE

• SALES INCREASE MORE THAN 25% YEAR ON

YEAR

• HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700

000 EUR


KEY LEARNINGS

• REACH YOUR AUDIENCE THROUGH A

RELEVANT CHANNEL

• UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE

BUZZ FADES QUICKLY AS WELL

• CREATIVE SOLUTIONS CAN WORK FOR

“BORING” PRODUCTS

• „PLAYABILITY‟ („GAMIFICATION‟) DRIVES

VIRAL SUCCESS


THE BRAND –

COMPARE THE MARKET


THE BRAND –

COMPARE THE MARKET

• Car insurance price comparison site in

the UK

• In their own words:

• ”comparethemarket.com is designed

for everyone who has better things to

do with their time than look for

insurance!”


THE CHALLENGE

• Cluttered and

competitive market

• Low interest, low creativity

• „Distress purchase‟


CREATIVE SOLUTION


CREATIVE SOLUTION

Market

Meerkat


CREATIVE SOLUTION – COMPARE

THE MEERKAT

INSIGHT

• Google AdWords prices:

• “Compare The Market” = 5 GBP per click

vs. “Compare The Meerkat” = 0.05 GBP per

click


CREATIVE SOLUTION

-COMPARE THE MEERKAT

• VIDEO


CREATIVE SOLUTION

- COMPARE THE MEERKAT


CREATIVE SOLUTION



CREATIVE SOLUTION


• Use of social media:

• 3,865 tweets; 36,424 following; 41,414

followers


CREATIVE SOLUTION



UK GOES MEERKAT MAD?



THE MEERKAT

• In their own words

• VIDEO / VCCP, Steve Vranakis


RESULTS

• TRAFFIC TO COMPARETHEMARKET.COM UP BY 186% IN THE FIRST 12 WEEKS

• QUOTE FIGURES INCREASED BY 80%

• COST PER QUOTE REDUCED BY 73%

• INCREASED MARKET SHARE OF UK INSURANCE COMPARISON SITE VISITS BY 76% IN FIRST 9 MONTHS OF THE CAMPAIGN

• MONEYSUPERMARKET.COM LOST 25% OF VISITS, CONFUSED.COM DROPPED 5% AND GOCOMPARE LOST 32%


RESULTS

• LOADS OF FREE PUBLICITY

• NEW MEDIA AGE EFFECTIVENESS AWARD

• CHRISTMAS 2010 “A SIMPLES LIFE” WAS THE 2nd BEST SELLING BOOK IN UK (!)

• A LONG-LASTING CAMPAIGN:

• NOW IN ITS THIRD YEAR


SUCCESS FACTORS

AND KEY LEARNINGS

• INTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, Twitter

• BRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED „COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟ BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟

• USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, Facebook)


SUCCESS FACTORS

AND KEY LEARNINGS

• IDENTIFIABLE CHARACTER – SOMETHING FAMILIAR AND LOVEABLE ABOUT THE BRAND.

• COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE AND AGGREGATOR.

• ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARM

• USE OF SOCIAL MEDIA TO CREATE LONG-LASTING CONVERSATION

• HIGH-QUALITY EXECUTION



THE MEERKAT

• VIDEO /bloopers


Simples!


THE BRAND – UK TRADE &

INVESTMENT (UKTI)


THE BRAND – UK TRADE &

INVESTMENT (UKTI)

• UKTI has helped many thousands of UK

businesses achieve global export success

• UKTI‟s aim is to boost British export business by

increasing the reputation of the UK in leading

overseas markets as „the international

business partner of choice‟


THE CHALLENGE

• To encourage UK businesses to export their

products and services

• Wanted to create an easy-to-use online

tool and information resource with the aim

of engaging 10,000 UK businesses


THE SOLUTION

• Developed a website plus teaser gadget within the core site to engage visitors

• Combining sources of data from Google to enable UK businesses to easily evaluate global export opportunities

• The gadget gives business owners access to Google‟s market insight in a form that is specific to their business

• The tool uses the latest AdWords API, building keyword lists and providing projected data on paid search campaigns + suggested bids, monthly search volumes

• Users can build a combined market attractiveness score for each market


THE SOLUTION

http://www.google.co.uk/intl/en/exportadviser/


THE SOLUTION


THE SOLUTION

IN THEIR OWN WORDS

VIDEO / Essence, Matt Isaacs

VIDEO:Arena Flowers

http://www.youtube.com/watch?v=45ZlA5lCzaE





RESULTS

• THE SITE ACHIEVED 22,000 UNIQUE USERS WITHIN 3 MONTHS

• EXCEEDED TARGET

BY 120%

• WINNER, UK‟S DIGITAL EFFECTIVENESS AWARDS


KEY LEARNINGS

• GOVERNMENT AND PRIVATE COMPANY JV

• SEARCH WORKS FOR B2B AS WELL AS B2C

• MAKE USE OF EXISTING TOOLS (e.g GOOGLE API)

• INTELLIGENT USE OF DATA BRINGS NEW

INSIGHTS

What‟s Next?


7 things that are going to be

big(ger) in digital marketing - soon


First thing

Mobile esp. Android phones Vs. iPhone

• iPhone has been a „game changer‟

• Google Android platform is bringing smartphones to the masses

• iPhone apps have been high impact but for the few and mainly disposable

• Android apps will find a significant market

• Augmented reality, location-based services

• Mobile will come into its own


Second thing

Social Media (again)

Companies will get their act together

• Set objectives

• Plan staffing

• Interdepartmental teams

• Clear guidelines

• Empower key people

• Listen before you speak

• „Joined - up social media‟

Budgets moving from traditional to digital and from

„traditional digital‟ (online display and search) into SM


Third thing

Online video display advertising

• The power of TV

• User in control

• Customised to your preferences

• Available on demand

• „Killer app‟

• Follow the guidelines

• Easy to opt-out


Fourth thing

In-game advertising

• If you create the game you can build in ads

• Everything can be for sale

• Name awareness less powerful than full integration into plot/ story (product placement)

• Growing area as consumer leisure patterns change

• COD Black Ops was biggest entertainment launch EVER

• Hybrid products (game/TV show/ website)

• „Gamification‟ – FarmVille, Mafia Wars, Foursquare


Fifth thing Tablet computers (following Apple iPad)

• Not a mobile device

• Not a laptop

• Doesn't support Flash

BUT:

• Very intuitive web browsing experience

• „Powerful enough‟

• Has created a new sector

• iPad 2 will be more powerful (and no more expensive)

• More tablets will be launched


http://www.youtube.com/watch?v=R2bLNkCqpuY


http://www.youtube.com/watch?v=suRDUFpsHus














Sixth thing Search is changing

• a) Bing challenging Google?

• Microsoft-Yahoo deal clears regulation (US and EU)

• Real competition in search?

• Microsoft making big plans

• Google innovating all the time

• A long way to go...

b) Real-time search means 'real-time SEO„

• Twitter posts previously ignored may be relevant

• Recency is powerful: “what are people saying about X right now?”

• Much of Facebook invisible to Search Engines

• Social media converging with off-site SEO (tweets drive traffic)


Seventh thing Big Ad agencies getting into Digital; end of the „d‟ word?

“Yes”

They have the client relationships

They have clever planners

They can offer strategic and creative integrity

They are aware where the money is going...

______________________________________________________

“No”

Slow to move/ change

Not into techie stuff/ eCommerce

Sub contract digital out to specialist agencies anyway(!)

Still in love with TV...


Consistency

• Ad agency planners used to say:

“Your brand should behave like a friend. The

same person on the phone, in a letter or in the

pub.”

• INTEGRATED MARKETING: catalogue, phone call,

sales visit, website, email


Offline driving web traffic

All elements of your marketing can

and should work together


Big ideas still matter

“It takes a big idea to attract the attention of

consumers and get them to buy your product.

Unless your advertising contains a big idea, it

will pass like a ship in the night. I doubt if more

than one campaign in a hundred contains a

big idea.”

David Ogilvy http://www.youtube.com/watch?v=suRDUFpsHus



Digital Marketing Budget

Allocation


Don‟t embrace „the future‟ for the sake of it

“The future‟s already here, it‟s

just unevenly distributed.” William Gibson, 1999

Source: Blue Latitude/ ISBA

Past and future will always co-exist

The past is still here too – it‟s just

so evenly distributed that it

blends into the background

Source: Blue Latitude/ ISBA

Remember „the old stuff‟ still works too!





Remember „the old stuff‟ still works too!


Remember „the old stuff‟ still works

too!


The future?

• Increasing integration of Digital into the Marketing Mix

• Yes: it‟s all marketing

• No: digital is special/ different

• Maybe: OK but give it another 10 years...


So, when all‟s said and done… • Digital marketing can generate response

and build brands

• Experiment and learn

• Set clear objectives

• Measure results and benchmark

• Consider the overall effect of the

communication

• No-one has all the answers

• Your next campaign can always be better!




Summary

• Digital marketing is new

• Its changing fast

• We‟re all learning

• Try new things

• Find out what works and do more of it

• Fit digital in alongside your offline work


Summary

• It‟s all new

• It‟s exciting

• It‟s changing

• There are few rules but do learn them

• Use your judgement

• TEST!

• Learn More!

• Be more successful!

• Pretty Cool huh?


It‟s Digital

• Pretty Cool huh?


?

Thanks and

let‟s connect!

Mike Berry uk.linkedin.com/in/mikeberrylinkedin blogbymikeberry.blogspot.com twitter.com/mikeberrytweets

http://uk.linkedin.com/in/mikeberrylinkedin

http://uk.linkedin.com/in/mikeberrylinkedin

mailto:[email protected]

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