digital marketing 101 - interactive training

Digital DownloadThursday, 2 October 2008

Dominique Hindhttp://dominiquehind.wordpress.com

Before we start

� Who is the single largest music retailer on the planet?

Apple A Computer Company

� Who is the worlds largest camera manufacturer ?

Nokia A Mobile Phone Manufacturer

� Who represents the largest threat to the Television & Movie Industries?

Hulu & Joost Online networks

� Who is the largest & fastest growing media company on the planet?

Google A Search Engine

� Who has the 5th largest GDP on the Planet?

eBay

Before we start

� I email useful information to colleagues

� I send photos to friends

� I use instant messenger

� I have participated in a poll

� I have submitted a book review on Amazon

� I have submitted seller feedback on ebay

� I read or contribute to discussion groups

� I contribute personal opinions to websites

� I write my own blog

� I create multimedia content & put it on the internet

Today

1. Short introduction to the Internet

2. Customers online: a paradigm shift

3. Advertising today

4. Online advertising

5. Search consumption (SEM & SEO)

6. Blogs

7. Social networks

8. Website

9. Email

10. Benchmarks & ROI

11. Top 3 online trends

Not covering

- Mobile

- RSS

- Indepth web development

- Driving traffic (social marketing)

A short history of the internet

In the beginning……

Military

Geeks

Academics

The first Browser

1990

The first website

1991

Tim Berners-Lee

The First Banner Ad

� When: October 1994

� Where: HotWired

� Size: 468 x 60 pixels

� Client: AT&T

� Copy:

Have you ever clicked your mouse right here? You will.

User-friendly browser

� When: 1995

� What: Netscape launched

� Why: Easy platform to search the Internet

The Madness….

Increased Online Focus

What else is happening?

� 1,463,632,361 internet users globally � (www.InternetWorldStats.com 30 June 2007)

� 100,316,360 TDL domains registered � (http://www.zooknic.com/Domains/counts.html 15 April 2008)

� 2,869,632 blogs registered through authoring tools � (http://www.blogcensus.net 29 September 2008)

Internet usage by region

Internet penetration by region

Online Delivering Big Numbers

As at Feb 2008:

� Active Digital Universe:

10,927,000

� Accessing Broadband at Home:

9,395,296

� Ave Time Spent Online p/m:

19 hrs : 43 min : 02 sec

Source: Nielsen Online NetView Home and Work February 2008

Australian Time Spent Online

Source: Nielsen Online NetView Home February 2008

Home Broadband Penetration Australia - from January 2005

9,39

5,29

6

0

1,000,000

2,000,000

3,000,000

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ome

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Home Broadband Penetration Australia - from January 2005

89.80%

0%

10%

20%

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100%

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% o

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Average Time Spent Online per Month. January 2005 - February 2008

19:43:02

0:00:00

2:24:00

4:48:00

7:12:00

9:36:00

12:00:00

14:24:00

16:48:00

19:12:00

21:36:00

0:00:00

Jan-

05

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h:m

m:s

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Time Spent per Month

Broadband = access speed > 56K.

� Nielsen Online: Broadband penetration of all active Internet Users within Australian homes connected to the Internet .

Increasing in line with growth in broadband

penetration

Consumers online

A paradigm shift

Source: Nielsen//NetRatings

‘New to Net’User

First activities

Get to know ISP

Information search

LOTS of time browsing

Communications

Email

Message services

Photo sharing

Social networks

Services

Online banking

Simple travel

Lodge tax

Book concerts

Retail

CDs/Books

Complex travel

eBay

Groceries

Evolution of the online consumer

Contributor

Blogs

Comments & posting

Customer reviews

Ratings

Young consumers more active online

Common features:1. User-generated content over

corporate content2. Communities3. Music4. Keeping in touch

Older consumers are functional

Common features:1. Information rich2. News3. Staying in touch

Consumers ecosystems

Users are more than just users

Source: http://darmano.typepad.com/

� The top five online chores for 8-14 year olds: � 38% share pictures & emails with relatives

� 38% get movie listings

� 36% invitations & party planning stuff

� 36% plan vacations/travel

� 35% get driving directions

� 14% helped their parents prepare their income tax return

Kids are growing up with technology

Source: YPulse Friday, 11 May 2007

Tween & teen online behaviour

� Globally, the average young person connected to digital technology has:� 94 phone numbers in his or her mobile phone.

� 78 people on a messenger buddy list &

� 86 people in his or her social networking community.

� Digi-kids are not geeks� 59% of 8 to 14 yrs still prefer their TV to their PCs

� Only 20% of 14 to 24 yrs globally admitted to being "interested" in technology.

� Climate impacts on digital technology. � In countries with a strong outdoor culture, such as Italy, Brazil & Australia, young

people use mobiles for arranging to meet, flirt & take pictures of their friends.

� Online activity� 70% said the first thing they did after turning on their computer was to check IM.

� 14-17 girls spend the least time online -- 21 hrs/wk

� 22-24 males spent the most time online -- 31 hrs/wk

� 100% of those surveyed said they communicate every time they go online.

Source: MTV, Nickelodeon & Microsoft study

http://sev.prnewswire.com/multimedia-online-internet/20070724/NYTU10924072007-1.html

Multi-tasking is becoming normal

� 50% of Australian Internet users say that for at least half the amount of time they are online at home they also have the television on.

Source: ninemsn Media Usage Study

Broadband users do more

� Broadband users spend between 3 & 9 times more time online than dialup users

� AND they use more entertainment services

Broadband impacts user behaviour

� IM: 49% bb vs. 29% dial-up

� Chat groups: 25% bb vs. 16% dial-up

� Music downloads: 44% bb vs. 35% dial-up

� Video downloads: 24% bb vs. 11% dial-up

� Online radio: 26% bb vs. 15% dial-up

� Creating blogs: 13% bb vs. 6% dial-up

� Reading blogs: 21% bb vs. 10% dial-up

� Podcasting: 10% bb vs. 3% dial-up

Five key Consumer take outs

1. More time online� Consumers are consuming more online, it is becoming a

down time tool (engaging, but functional content)

2. Kids as teachers� Kids are teaching their parents how to use the computer &

internet

3. Divided attention� Multi-tasking is common & we are competing for attention

4. Lots of noise� Everyone is talking about online – consumers, agencies &

the media

5. Consumers are multi-dimensional� Users are more than just users

Advertising today

Microblogging

Widgets

SEO

Video - YouTube

Online WOM

Streaming

iPhone apps

Ambassadors

Trigger commsDisplay

Messenger

Customer Journey

Attract(how do we attract people

& drive awareness of the

campaign)

Engage(what is going

to make them engage

with the brand or site)

Transact(how do we

get them to transact, either financially

or pzersonally)

Retain(what ongoing

comms are we going to use to keep the brand top of mind)

ATLPOSOnlineOTMDMeDMWOM

MicrositeLanding page

Website

Shop onlineRegister

eDM sign-upInstore

In-branchCall centre

DMeDMCall

Microsite

Grow(what ongoing

comms sre we going to use to

keep growing the consumer trans)

DMeDMCall

Microsite

Measurement & Optimisation

How business approach marketing?

Base line activity (consistency & presence in market)

Campaign activity

How we should approach it?

Base line activity (consistency & presence in market)

Campaign activity

Online advertising

Attract

Online Advertising Definition

� Any paid-for or free space on a website or in an email, including:� Referrals

� Keyword Search (SEM)

� Classifieds

� Sponsorships

� Display Ads

� Email

Digital Segment Terminology

Online Advertising

Online Classifieds Paid Search DirectoriesGeneral Advertising

� Display advertising (e.g.

Banners)

� Sponsorships

� Affiliate Advertising

� Email Advertising

� Automotive

� Real estate

� Employment

� Personals

� General Classifieds

� Online Auction listings

� Pay Per Click Search

Engine revenue

� Pay per Click Contextual

Search revenue

� Online directories (e.g.

Yellow pages online, city

search

� Local Search

Big Spenders: Finance, Computer & Auto

IAB Online Advertising Expenditure Report Dec 07

Online Ad Expenditure

Source: IAB Online Advertising Expenditure Report Dec 07

Top Australian Networks

Ninemsn: 7.86 million unique users • 9MSN TV show sites, ACP Magazine Sites, Hotmail, MSN Messenger, Hoyts, 9MSN Finance & Travel.

Sensis Media Smart/Telstra: 6.77 million unique users • Yellow Pages, White Pages, Where Is, Sensis.com.au, School Friends, Trading Post, City Search,

Travel.com.au, Lastminute & Bigpond.

Yahoo! 7: 4.96 million unique users • Y! Mail & Messenger, Channel 7 Sites (Sunrise, Today Tonight), Pacific Publication Sites (Better Homes &

Gardens, Girlfriend).

News Digital: 3.70 million unique users • News.com.au, Fox Sports, Career One, Aus IT & News Corp papers.

Fairfax Digital: 3.46 million unique users • SMH, The Age, AFR, Trading Room, Money Manager, My Career, Drive & RSVP.

Source: Nielsen Online NetView Home & Work April 2008

9.5 million unique users

4.4 million unique users

Expanding & Streaming

Over The Page

Dynamic Ads (RSS)

MSN Messenger

Creative presentation

Common Internet Advertising Terminology

� Impressions: The number of times an internet ad is displayed.

� Clicks: Number of times users have clicked on an internet ad.

� Unique user reach: Number of unique users an internet advertising campaign has reached (different from impressions as one unique user may be delivered several ad impressions during a campaign).

� Click through rate (CTR): Percentage of users who have click on an internet ad. This is the metric commonly used to measure initial effectiveness of creative concepts & ad placements. An average CTR is 0.20% but this varies by creative size (a text link for example will have a much lower CTR while a large format banner will have a much larger CTR).

� Eg. 50 clicks from 10,000 impressions = 50/10,000 = 0.5% CTR.


� CPA: Cost per acquisition (acquisition usually a sale, sign up or lead) is calculated by dividing cost of advertising by number ofsales/sign ups. � Is also a metric for buying online media. Very rarely available, sometimes

offered by publishers as a way of generating revenue via un-sold inventory.

� CPM: Metric for buying online media, stands for cost per thousand impressions (this cost of course varies between publisher, placement & ad format).

� CPC: Metric for judging online media, stands for cost per click.Standard buying metric for search media but not as widely available as CPM is across other publishers & sites however offered sometimes for less targeted activity.


� Site Activities: Internet advertising tracking not only allows advertisers to see impressions, clicks & click through rate for creative concepts & ad placements but also activities of their choice past this initial impression & click stage.

� Ad-server: Technology that facilitates the running of internet advertisements on websites & in turn keeps track of impressions, clicks, click rate & post impression/click activities.

Quick Exercise

� Do you notice online advertising?� Why?

� Funny

� Your ads

� Competitor ads

� What types?� Video

� Static

� Interaction

� Why not?� Too focused

� Not interested

Five key Online advertising take outs

1. More than display� Need to think about classifieds, messenger & search

2. Investment is growing� Clients are spending more money advertising online

3. Accountability� Need to define what is brand & what is direct upfront

4. Creative� Think about the environment that the advertising will live in

5. Measurement� What does success look like? What are the benchmarks?

Search Consumption

Attract

What does a search engine do?

� A user perspective� Ask a question, get an answer

� A search engine perspective� Find all the answers

� Give you the best ones…RANKED

� Measure the human interaction with it’s logic

If you are not the answer, someone else is

Searcher strategy

SEO SEM

ProductsHandsets

OffersNetworks

Google Universal

Google Flights

Google Teleporting

Miserable Failure

Google’s Golden Triangle

Google’s Universal Eye Tracker

2008 Market Forecast

� According to Frost & Sullivan (Australian online search study 2008), Information & Communication Technology sector (ICT’s) is expected to increase search budgets:� 57% of Consumer ICTs to increase their search budget

� 47% increase it by 10-30%

� 29% by 30-50%,

� 6% will increase it more than 90%

� 43% of Business ICTs to increase their search budget� 54% increase it by 10-30%

� 15% by 30-50%

� 8% will increase it by more than 90%

� Of these extra budgets the planned allocation is as followed:� 62% increase search engine keyword budgets

� 31% increase online directory budgets

� 28% increase contextual search budgets

� 16% increase mobile search budgets

� Telstra set to implement large focus on search for 2008

Consumer Activity OnlineTelco specific

Attract Engage Transact Retain Grow

Generic Keywords

(Mobiles, Nokia, Sony Ericsson, Cap Plans)

with High Avg. CPCs, Low CTRs, Low Conversion Rates

Generic & Product Keywords

(W880i, Skypephone, N95)

with High Avg. CPCs, Medium Avg. CTRs, Medium to Low Conversion Rates

Brand Terms

(Optus Mobile, Optus, Optus.com.au)

with Low Avg. CPCs, High Avg. CTRs, High Conversion Rates

Brand Related Terms

(Optus Mobile, My Optus)

with Low Avg. CPCs, High Avg. CTRs, Low Conversion Rates

Source: MediaScreen Telecommunications Survey. July 2006

64% learn more about new telecommunication

products online

76% compare prices of new telecommunication

products online

40% purchased/ subscribed to a new

telecommunications product after researching it online

31% return to where they purchased a telecommunications products for accessories &

service

Keyword bible

Brand terms

(Optus, Fusion)

Generic terms

(Mobile, Broadband, Fixed Line)

Cam

paign 1

Cam

paign 2

Cam

paign 5

Cam

paign 3

Cam

paign 4

All segments search on generic terms

Landing Page Guidelines

SEM (paid)Broadband

SEO (organic)Broadband

What to look for from aBroadband provider?

The top 10 things to knowwhen you are looking for broadband.

Many people have a lot ofquestions about choosing the best broadband provider. What are the key things to look for? Download limits, costs, restrictions.

We have a great deal for people who want to connect their broadband services

Call now!

Or leave your name to go inthe draw for a free InternetSecurity Pack, available exclusively from Optus

Common features

Specific copy specific copywriters

Conversion driven

Integrated approach(1+1=3)

Based on searcher demand - keywords

Campaign drivenClear conversion

DM styleShort

SEO not main aimWritten to sell

Keyword compliance1 per red keyword

Leader –guruCreate trust

SEO is main aimWritten to inform

Affiliate (paid)Broadband

Special deal for visitorsof X/Y/Z

Call/order now & enjoy anexclusive offer

Optus can offer you as a visitorof X/Y/Z a 10% extra downloadpackage on all broadband services ordered today. We will also send an email withinformation on the Internet Security Pack…

Measurable conversionPersonal approachFunnel by affiliateProvide info content“Exclusive” dealWritten to sell

Search Engine Optimisation (SEO)

Search Engine Optimisation

� Definition� The process of choosing targeted keyword phrases related to

a site, and ensuring that the site places well when those keyword phrases are part of a web search.

� www.marketingterms.com

� The process has two major components:� “On page” optimisation

� site technology & accessibility

� site content

� “Off page” optimisation� link popularity

� link reputation

Best Practice SEO: Design

� Several on page elements are taken into account by Spiders (not limited to):

� Page Titles

� Meta Description & Keywords

� Page Copy (Body Content)

� Image Alt Text

� Internal Link Anchor Text

� File names

� Search Friendly Navigation

� Site Map

� Heading Tags

� A clearly distinguishable site architecture & navigation structure can help with inclusion & improving rankings.

Best Practice SEO: Content

� Content is King! � The Internet is mainly a source of information & that is what search

engines look for. So the more content the better.

� Consider how people would find information� By brand

� By product capability

� By Issue

� Develop content around the selected keywords� (Or Augment the existing content to cover target terms)

� Fresh content is favored by search engines� Blogs, Press Releases, community areas

Content tab

Keyword in H1

Keyword body spread

Hyperlinked text

Keyword meta tags

Keyword in title

Keyword in directory

�

�

�

�

�

��

Ego search

Ego search

Gav is an older, American

comic actor born in 1931

Ego search

Hamish’s name has been

automatically respelt, is an

American soul musician, formally

in The Average White Band

Ego search

Megan is Megan, but there is a

lot of room for her to own her

name

Submit your site

Register your trademark

Quick Exercise

� What can you do to increase your profile/presence online?

� What type of sites?

� What is your action plan?

IAG Unworry Exercise

Five key Search take outs

1. Constant� Search isn’t just a campaign, it must be on 100%

2. Nurture� Search must be nurtured, whether it is paid or organic

3. Integration� Search must be integrated into campaigns. Only 2% of

people remember URLs shown in TVCs or other activity.

4. Optimisation� Search can be optimised real-time, campaigns can be tested

& learnings taken out immediately

5. Measurement� What does success look like? What were the take outs from

the campaign (ATL elements)?

Blogs

Attract, Engage & Participate

Blogging thoughts


State of the Blogosphere

� comScore MediaMetrix (August 2008) � Blogs: 77.7 million unique visitors in the US

� Facebook: 41.0 million

� MySpace 75.1 million

� Total internet audience 188.9 million

� eMarketer (May 2008) � 94.1 million US blog readers in 2007 (50% of Internet users)

� 22.6 million US bloggers in 2007 (12%)

� Universal McCann (March 2008) � 184 million WW have started a blog | 26.4 US

� 346 million WW read blogs | 60.3 US

� 77% of active Internet users read blogs

•Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

Blogging demo & geographic details


Personal vs corporate blogs


Most popular Social Networks

Social Network Contributors

� 0.16% of all visitors to YouTube upload videos to it

� 0.2% of visitors to Flickr upload photos

� 4.6% of all visits to Wikipedia pages are to edit entries on the site

Source: http://customerevangelists.typepad.com/blog/2006/05/charting_wiki_p.html

Top 100 Twitters

Source: http://www.twitterholic.com

Barack Obama’s Twitter stats

Barack Obama’s Twitter page

Source: http://twitter.com/BarackObama

US elections

Source: http://election.twitter.com/

Confess your Sins

Twitter vision

Why is social marketing important

to companies?

How to Kill a Brand?

Customers taking control

� Yum Brands has closed a number of restaurants that had rats running wild.

� The NYC inspector who'd given the restaurant a passing grade is in trouble, too.

User generated sites vs corporate sites

“How many hours per week do you spend online consuming or participating in the following media types?”

Source: Marketing Charts

http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)

IT Audience spending time online

� Executive-level decision makers spend nearly 3.5hrs per week consuming or participating in social media.

“What information sources do you trust the most for your company’s purchasing decisions?”

Source: Marketing Charts(http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)

IT Audience trust social media

� IT professionals cite social media as the most trustworthyonline source of information when making purchasing decisions.

Consumer reviews

Profiles of companies involved in

social networks

Five characters of Social Marketing

The Confused The Hopeful

The Experimenter The Participant The Insightful

The ConfusedProfile

It’s an interesting place to be

BUT

I don’t really know why I am here.

The ConfusedExample

The HopefulProfile

I don’t know how

BUT

I hope this is effective.

The HopefulExample

The ExperimenterProfile

I need to know how this works

& have to be involved,

regardless of the impact.

The Experimenter Example

The ParticipantProfile

This is a digital congregation point

for consumers of like mindedness (our target audience).

The Participant Example

The InsightfulProfile

It just makes sense,

Fish where the fish are.

The Insightful Example

Quick Exercise

� How should Optus get involved with social networks?� Campaign vs Brand?

� What social networks would

be relevant for Optus?

Five key Social Marketing take outs

1. Absolute relevance� Just because you can, doesn’t mean you should

2. Community� Understand your audience & reason for being

3. Involvement� Offer something your audience wants

4. Creative� If it looks like an ad & smells like an ad, it won’t work in

social networking

5. Measurement� What does success look like? What is the economic value of

the campaign?

Website

Engage & Participate

Websites: A thought

� People don't want to wait. And they don't want to learn how to use a home page. There's no such thing as a training class or a manual for a website.

� People have to be able to grasp the functioning of the site immediately after scanning the home page - for a few seconds at most.

Jakob Nielsen

Web 1.0

� What is web 1.0?� One-way communications

� Pretty postcards

� Brochureware websites

� Internet is just another channel

� Corporate speak

� Content created by few

� Static pages

� Digitisation of existing knowledge

� What is wrong with web 1.0?� People want human interaction

� The internet is NOT just another channel for broadcasting

� The conversation went elsewhere

Web 2.0

� Why it is different?� Design

� Open source

� Communications� Conversations (two-way)

� Collaborations

� Content creation by many

� Control of content by few is gone

� Mass participation

Types of Web 2.0 sites

� Social networks

� Blogs

� RSS

� Social bookmarking

� Wikis

� File-sharing

Why has there been the change?

� Consumers want a rich user experience

Blackmores - B your best

FMCG – giving a reason to visit

AMP’s Super SimulatorWeb 1.5

Engagement in offline presence

Consumers want to be understood

Content online

Designs updated based on day

Degree of difficulty

Less complicated

� Price list

� Static content

� Same website for all visitors

� “Contact Us” form

� Public website

More complicated

� eCommerce

� Dynamic content

� Personalised website

� Real-time chat & call back

� Password protected

Campaign microsite Company website

Print vs Web

� Mainstream� Images taken in before

words

� Logo, bottom right

� Designed for freshness

� Interrupts their life

� Trying to make money

� Online: � Words taken in before images

� Logo, top left

� Designed for familiarity

� Visitor chooses to interrupt their life

� Trying to save money

TURN EVERYTHING YOU KNOW ON IT’S HEAD

How to create a website

1. Never underestimate

2. Create a site map

3. Write a functional spec

4. Creative design & content

5. Technical development

6. Test, test, test & launch

7. Report, optimise, learn & refine

Free TV online

Friis & Zennstr - received part of $2.6 billion cash payment when eBay acquired Skype in 2005.

Joost – who has signed up

� Warner Music, Fox Studios, Indianapolis Motor Speedway Productions (Indianapolis 500, IndyCar Series) & production company Endemol.

� In 2007, Viacom entered into a deal with the company to distribute content from its media properties, including MTV Networks,BET & film studio Paramount Pictures.

� National Geo, MTV, Red Bull Xtreme channel, Swimsuit channel

Watching the web via your TV

Quick Exercise

� What type of audiences go to Optus?

� What questions should the

Optus site ask when people

arrive?

� How should Optus update

it’s site to be more web 2.0?

Five key Website take outs

1. Make it easy� Users want to get in & get out of a website (functional)

2. Understand the audience� Understand why the audience is at the website & what they

want


4. Content� Content is king, it is what keeps users there & returning

5. Traffic� How is traffic arriving at the site? What is pushing them

there? Where are the islands?

Let’s Play

Engage & Participate

Second Life:

How to get started?

Teen Second Life

Second LifeAvatars

43% women

31 years old (averages)

48% non-Americans

Second LifeOrientation Island

Residents get inside SL through an Orientation Island

Second LifeConcept

3 key elementsCommunity

� Users can create their own avatars to live a new life in Second Life world.

User generation content

� Second Life citizens are owners of their own contents and have all legal rights over products, animations, art, scripts and everything they may create inside SL.

Market

� Economy is moved by users that buy and sell products using Linden Dollars (Second Life coin).

Second LifeFast growth

200620052003

� 1,000 events per day� 275,000 different objects are bought & sold everyday

Corporate eCommerce

in Second Life

Second LifeCase (BBC1)

Advergame stats

� 50% of recipients play the advergame, for an average of 25 minutes.

� 90% of players who receive a challenge from a friend play the game and respond back with their score or statistics.

� According to the Entertainment Software Assn., 42% of gamers say they play online games one or more hours per week.

Source: http://www.frontnetwork.net/advergame/

eBay examples

Quick Exercise

� Can you see a practical use for any of our clients?

� How would you measure ROI?

� Would you use SecondLife?

Five key Gaming take outs

1. Constantly changing� Constantly evolving industry

2. Online advertising � Similar purchasing & specifications as online advertising

3. Audience� This isn’t for every audience

4. Creative� Simple, simple creative similar to billboards (limited

animation)

5. Measurement� This is a brand activity rather than direct response

Email

Attract, Retain & Grow

Why email?

� Over half of Internet users check or send email daily

� Specific types of interaction with messages can trigger other messages to be automatically delivered

� Specific types of interaction with messages can trigger other events such as updating the profile of the recipient to indicate a specific interest category

� GREEN � Email marketing is GREEN with almost no impact whatsoever

on the environment

� No limit to personalisation

Popular email uses

� Opt-in based / profile driven comms

� MGM

� Viral

� RM based communications

� Sales promotions

� Newsletters

� Alerts

� Time-based reminders

� Trigger based (actions for segments)

� New Product launches

� Product user/support groups

� Sales transaction

� Base Transactions - statements / invoices etc

Why people open an email?

� What prompts user to open & respond to emails? � 54%: Products or services featured

� 40%: Written copy

� 35%: Subject line

� 33%: Compelling offers (e.g. discounts, free shipping)

� 12%: A single large image

� 9%: Multiple smaller images

� 6%: Search box within the email

� 3%: Recipients get text-only email

Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays

Recipe for email success

Audience

Time Message

What you need for an email campaign

� Email requirements� MIME (text & HTML)� Text only� HTML only

� Envelope details� From� Valid from email address� Reply email address� Email subject

� Client list of testers

� Customer data delivery & quality� Email blast:

� Staged or staggered� One send

� Reporting required� Level of personality � Management of opt-out responses

Technical Hints for emails

� Link to web version of the email:� All HTML emails should have a link to a hosted page

� All text emails produced include a link through to hosted page

� Email concepts:� Concepts are optimised for print & will appear different on the

computer screen

� Text emails:� Not extensive formatting available use symbols to tailor

� Links appearing will appear in the IP/number format.

� Preview window:� Ensure key information & offer is at the top.

Technical Hints for emails

� File size:� Standard file size of HTML emails are between 14K – 60K.

� Email size:� HTML emails are designed to fit 550 x 800 screen resolution &

be viewed in standard email clients.

� File types:� HTML emails can’t be produced as .jpg or as an attachments.

� Flash in email:� All emails are unable to incorporate rich media within them.

Animated gifs are acceptable.

� Email clients:� Web based such as Hotmail, Gmail or Yahoo! and others are

software packages like Outlook, Lotus Notes or Groupwise. � Each email client renders HTML emails differently, so it is

important you test in multiple versions.

Email related internal review questions

� Briefing� Why is the client sending this email? Acquisition or retention?

� What does the client want it to achieve?

� What will we be measured on?

� What is the client’s understanding about email?

� Do they know what standards they should be adhering to?

� Concepts� What does the concept look like in a preview window? Can you see the

message in the preview window?

� What is the subject line? Is it under 50 characters? Does it describe what the email is about?

� Is the most important message (offer) at the top of the email?

� Is there a clear call to action?

� Is there an allowance for disclaimer & opt-out in the email?

� Has the email been layed out insitu? With the email envelope at the top of the screen?

Email related internal review questions

� Develop� Is there any animation in the email? Is it working correctly?

� Has the personalisation been included in the email?

� Testing� What email client does the client use? Has it been tested in this client?

� What email clients has this been tested in? Web based or software clients?

� How does the HTML email render in the major email clients?

� Reporting� Has this campaign met the clients objectives?

� What else needs to be achieved?

� Optimisation� Was there any creative testing done? Subject line? Headlines?

� What can be learnt from the campaign that can be used in the next campaign?

Coles emails

No consistent subject line format No one send day or time

No consistent file size

Coles emails

ALDI emails

Changed subject line approach

ALDI – theme - date

Always sent on Friday

File size more consistent

Tesco emails

Consistent subject line for each email

Always include Tesco & short

Consistent for each email

Very inconsistent file size

+++++++

Rich e-mail Data

Integration

Manage

Response

Data Capture Lead

Distribution

Optimisation

+

Landing page

Micro-site

Metrics

TIER THREE

E-Marketing Toolbox

++++++

Rich e-mail Data

Integration

Manage

Response

Data Capture Lead

Distribution

+

Landing page

Micro-site

Metrics

TIER TWO

+++

Rich e-mail Data

Integration

Manage

Response

Data Capture

+

TIER ONE

Metrics

Cleaning up your inbox

Reducing the need for email

Quick Exercise

� Do you read all of your emails?

� How many newsletters do you subscribe to?

� When you receive an email, what do you want it to be?� Brief

� Funny

� Hastily written

� Ill-considered

� Thoughtless

� Regrettable

� Long

Five key Email take outs

1. Communicate if you ask for info� If you ask for an email address, communicate

2. Personalisation� Ensure emails are personalised based on behaviour or

purchase information

3. Test, test, test (& debug)� There are so many email clients, so make sure to test the

developed email

4. Test, test, test (& learn)� So many things to test: creative, subject, times, offers, etc –

don’t forget the control group

5. Checklist� Develop a best practice checklist & ensure all emails meet

everything

Benchmarks & ROI

Campaign summary

Measurement Benchmarks

� Online advertising (banner ads)� Direct response

� Click through rates

� Interaction rates

� Post impression clicks

� Brand response

� Impressions served

� Websites � Visitors

� Time spent on site

� Number of pages viewed

� Sign-ups/Registrations

� Most popular pages

� Internal searches

� Paths through site

� Returning traffic

� Email� Bounce rates

� Open rates

� Click through rates

� Most popular articles

� Number of forwards

� Search� Keywords

� Position

� Cost per click

� Cost per lead

� Cost per sale

� Blogs� Views

� Comments

� Linking to

� Search terms

� Referring sites

It’s not just about clicks, because it’s not

just about websites

What we need to consider

1,000,000 people exposed to

campaign

610,000 will possibly visit

your site later

670,000 will possibly visit a

store later

300,000 will possibly click (0.3%)

6,000 clicks (at 0.2% CTR)

Direct

response

Brand

response

Source: DartMail research, 2008

Classifying objectives gives a greater

understanding of the data & performance

Business

objectives

Communication

objectives

Marketing

objectives

Deliver sales & revenue targets

Generate quality leads

Maintain a cost per lead of $X

Establish brands in the market

Increase market share

Build brand awareness

Maintain brand awareness &

online presence

Create an online community

Maintain our reputation for x

campaigns

Establish strong links with

audience

Improvement

Campaign optimisation

Run

Review

Revise

Run ReviseReview

Run ReviseReview

Run ReviseReview

Run ReviseReview

Considered test plan/matrix

� Multi-variable matrix is a grid showing each variable in your test. � If you have two possible headlines & two possible product

pho-tographs, you'd create a two-by-two matrix.

� You need significant numbers to make it statistically relevant.

� What can you test?� Copy: subject lines, introductions

� Creative: landing page, search, online advertising, email

� Offers: product, discounts

� Time: dispatch, load

Client health check

Website health check

Blog health check

Campaign health checks

� Free trail to help submit your sites http://www.trafficgeneratorsite.com/

� Understand the noise http://www.touchgraph.com/

� Website information http://www.quarkbase.com/

� Website stats & information http://www.quantcast.com

� Blog & RSS overview http://www.aiderss.com

Five key Benchmark take outs

1. Measures� Different measures & standards across all things online.

Looking for interaction, participation or engagement.

2. Define objectives� Don’t just define the campaign objectives, look at the

business & marketing objectives

3. Consider Response & Brand� The best & worst thing about interactive is it’s accountability

4. Test, test, test� Define what you want to test upfront & make sure you test

everything

5. Checklist� Develop a best practice checklist for optimsation & ensure

everything is continually measured against it.

Top 3 Online Trends

1. Consumers have more control

“A new generation of media consumers has risen demanding content delivered when they want it, how they want it and very much as they want it”


Mass Communication Mass Customisation


Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

1968

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

VCR

Cable TV

Personal Computer

Console Video Games

PC Video Games

1988

Newspapers

Magazines

Broadcast TV

Email

Radio

CD Player

Cable TV

Personal Computer

Satellite Television

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Tivo

Slingbox

iPod

Blogs

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

SMS

Mobile Video

2008

Digital channels are the bulk of our communication / entertainment / information mix


Source: www.dealbundle.com


Source: www.iliketotalyloveit.com


� There is no question that content is an all-important factor in changing media consumption patterns

� The opportunity for savvy advertisers is in:� Facilitating the distribution of desirable content

� Joining communities (having a good reason for being there)

� Starting and continuing a dialogue with consumers

� Providing consumers the tools to better engage with your brand

2. Media on demand

Scheduled programming has a limited life expectancy

“you mean you had to be at home in front of the TV at 8:30pm on a Sunday night to watch Grey’s Anatomy?”

2. Media on demand

www.hulu.com

Free, on demand TV from:• Fox• NBC• Universal• MGM• Sony• Warner Bros• and many more

Current showsFewer ads than TV

And free movies too!

2. Media on demand

� Online audiences can me more engaged with content than in other mass media channels

� Ad models such as Video Egg have adapted to encourage advertising engagement

� Changes to the way we measure advertising effectiveness are required

2. Media on demand

� Advertising impact is less about interruption

� Notions of ‘on peak’ & ‘off peak’ will disappear

� Fulfilling the consumer’s desire for quality content will be the new currency for engaging an audience

3. Pre-shopping

3. Pre-shopping

Catalogue Central250,000 users per month

Lasoo (Salmat)200,000 users per month

3. Pre-shopping

3. Pre-shopping

Source: http://grocery.bestpricedirectory.com.au

3. Pre-shopping

� More qualified customers

� More price competition

� Less loyalty

� Cost effective opportunity for smaller competitors

� Less opportunity for upsell (higher priced items)

Key learnings & observations

Five key Consumer take outs

1. More time online� Consumers are consuming more online, it is becoming a

down time tool (engaging, but functional content)

2. Kids as teachers� Kids are teaching their parents how to use the computer &

internet

3. Divided attention� Multi-tasking is common & we are competing for attention

4. Lots of noise� Everyone is talking about online – consumers, agencies &

the media

5. Consumers are multi-dimensional� Users are more than just users

Five key Online advertising take outs

1. More than display� Need to think about classifieds, messenger & search

2. Investment is growing� Clients are spending more money advertising online

3. Accountability� Need to define what is brand & what is direct upfront

4. Creative� Think about the environment that the advertising will live in

5. Measurement� What does success look like? What are the benchmarks?

Five key Search take outs

1. Constant� Search isn’t just a campaign, it must be on 100%

2. Nurture� Search must be nurtured, whether it is paid or organic

3. Integration� Search must be integrated into campaigns. Only 2% of

people remember URLs shown in TVCs or other activity.

4. Optimisation� Search can be optimised real-time, campaigns can be tested

& learnings taken out immediately

5. Measurement� What does success look like? What were the take outs from

the campaign (ATL elements)?

Five key Blogging take outs

1. Consistent message� Ensure messaging is consistent with online activities

2. Open communication� Transparent two-way dialogue is essential in authentic

communication

3. Onsite promotion � Idea promotion onsite allows the company to meet customer

needs & wants

4. Company wide buy in� Must be ingrained in the company with all departments

actively engaged with regular posts

5. Focus� Site needs to have one single, specific focus to drive posts

Five key Social Marketing take outs

1. Absolute relevance� Just because you can, doesn’t mean you should

2. Community� Understand your audience & reason for being


4. Creative� If it looks like an ad & smells like an ad, it won’t work in

social networking

5. Measurement� What does success look like? What is the economic value of

the campaign?

Five key Website take outs

1. Make it easy� Users want to get in & get out of a website (functional)

2. Understand the audience� Understand why the audience is at the website & what they

want


4. Content� Content is king, it is what keeps users there & returning

5. Traffic� How is traffic arriving at the site? What is pushing them

there? Where are the islands?

Five key Gaming take outs

1. Constantly changing� Constantly evolving industry

2. Online advertising � Similar purchasing & specifications as online advertising

3. Audience� This isn’t for every audience

4. Creative� Simple, simple creative similar to billboards (limited

animation)

5. Measurement� This is a brand activity rather than direct response

Five key Email take outs

1. Communicate if you ask for info� If you ask for an email address, communicate

2. Personalisation� Ensure emails are personalised based on behaviour or

purchase information

3. Test, test, test (& debug)� There are so many email clients, so make sure to test the

developed email

4. Test, test, test (& learn)� So many things to test: creative, subject, times, offers, etc –

don’t forget the control group

5. Checklist� Develop a best practice checklist & ensure all emails meet

everything

Five key Benchmark take outs

1. Measures� Different measures & standards across all things online.

Looking for interaction, participation or engagement.

2. Define objectives� Don’t just define the campaign objectives, look at the

business & marketing objectives

3. Consider Response & Brand� The best & worst thing about interactive is it’s accountability

4. Test, test, test� Define what you want to test upfront & make sure you test

everything

5. Checklist� Develop a best practice checklist for optimsation & ensure

everything is continually measured against it.

Questions

Thank you!Dominique Hind

Email: [email protected]

Blog: http://dominiquehind.wordpress.com