Optimizing Digital Marketing Channels

Sanjay Tripathy

DISPLAY, EMAIL, VIDEO, SEARCH, SOCIAL, MOBILE

03.12.2009

The Consumer’s Life

The Three Screen Trap

Television Computer Mobile Phone

Increase relevance of the personal medium

Marketers today have numerous online channels /

media

from which data is being generated in an

exponential

manner: • Web (corporate site, display media)

• Social media (facebook, twitter)

• Video (youtube, metacafe)

• eDMs (loyalty programmes, lead generation)

• Search (PPC campaigns)

• Mobile (WAP, SMS, Apps)

Marketing Pain-points

TOO MUCH DATA OR TOO LITTLE TIME? The traffic from these sources varies not just in size

but also in frequency. Example:

TWITTER, FACEBOOK offer data updates by the minute Search & Display Media data is streamed by the hour eDM- DATA accumulates over 2 weeks

So determining the optimum time horizon for campaign data to be aggregated before analysis itself is difficult. Is one month too late? Is 1 minute too early?

Solution

Solutions

Role of Digital

Build Awareness Build Brand Preference Create Business Enquires

Generate Sales Not Really

Create Brand LeadersWOM

Brand Leader is an internet user who has had a great experience with the brand and shares his brand experience with his fellow users.

Step 1. Digital Channels Role Evaluation

Each digital channel has a distinct new role today, defined by CONSUMERS, not by MARKETERS/AGENCIES.

Consumers use Rediff, Facebook, Search and mobile for completely different purposes.

Pushing a brand message across all channels will flood marketers with endless, meaningless , non-actionable data.

Use Display media (banners, innovations, Videos) to create brand awareness, reach a large audience.

Use Search to re-direct consumer curiosity towards your brand, POST brand awareness

Use your website for sales closure POST search

Step 1. Digital Channels Role Evaluation (cont.)

Use eDMs to create loyalty program, post-sales communication

Use Mobile SMS to drive time related information regarding your product

Use Facebook/Twitter to have a conversation with your consumer

DONT use all channels for the same purpose – use each channel for its strengths

Step 2: Digital Data Planning

WHAT data do you require? HOW are you going to collect the data? WHEN do you need the data? WHERE are you going to store & read the

data?

Step 3: ROI Benchmarking

COMSCORE “NATURAL BORN CLICKERS” STUDY 2009 recently proved that 8% of net population contributes 80% of clicks. Figure a more holistic metric like view-through interactions

on your website during and post-campaign Determine the ROI metric for each channel.

Example, a Social Influence Marketing (SIM) score for facebook/twitter/blogs etc… not “ctr”.

Web visitation for search Unique reach & frequency for display media Subscriptions for eDMs and so on

Make changes to the media mix to optimize ROIThe new evaluation parameter Cost per Opinion (CPO)

Thank You