The importance of channel integration and why you should pay attention to holistic marketing approaches. Presented at the Marketing Indaba 2011 by Christine da Silva

1. The Ultimate Digital Marketing Mix The importance of Channel Integration and why you should pay attention to holistic marketing approaches. Christine da Silva Neo@Ogilvy 2011

2. The Ultimate Digital Marketing Mix The SA Digital Landscape Knowing Your Customer How Much Budget to Invest The Digital Marketing Mix What’s Hot Summary Questions Digital Staple Food

3. The SA Digital Landscape What are we doing online?

4. The South African Landscape In December 2010 South Africa looked like this: Population 49,109,107 6,800,000 Internet users, (just over 9 mill April 2011 ) 3,452,260 Facebook users, (3,467,660 (18 years and older) April 2011 ) *According to WorldInternetStats

5. What are we doing online? There were 9.097 million unique browsers from South African users to DMMA websites There were 47.776 million visits from South African users to DMMA websites *According to DMMA for April 2011

6. What are we doing online? *According to Google Insights for Search 2011

7. Behaviours are Changing We are actively participating in acquiring knowledge. Be that knowledge news, social or product information.

8. 2. Knowing Your Customer We’re all people

10. multiple digital platforms simultaneously,

11. the Internet is natural to them,

12. Strengthen offline social relationships in the online space.

13. Difficult to access internet

14. Give more status to online connectivity, because it is difficult to access,

15. becomes something they aspire to,

16. Technology gives them symbolic status, thus, they make an effort to access it.*According to DMMA Research Report 2010

17. Who are we Speaking to? Early Adopter Researching Pre-buy product research & comparison News & information (Current affairs) Self-medicating (health) Socialising Proving a Status perception Sharing our lives Giving our opinions Feeling important

18. If marketing has one goal.... It’s to reach consumers at the moments that most influence their decisions.

19. Influence has many faces “Instant gratification” is a popular concept in advertising. Example Verimark (if you buy this then you get something free..) Or engagement via competition. Perceptions of value matter even more in the ever-more-complex multichannel-retailing environment. Win by showing value & being present. “Peer Pressure” or influence is acknowledged - word of mouth, online forums, and print reviews -matters more in the evaluation and purchase stages than traditional, company-driven advertising.

20. Complex Purchasing Process

21. #Winning Understand how to be front of mind in the initial-consideration set that consumers develop as they begin their decision journey. *Courtesy @CharlieSheen

22. ie Multi-channel marketing will help you refine your process.

23. 3. How Much Budget to Invest It depends.

24. 2010 Proportion of Marketing budget in digital Source: Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report (UK)

25. 2010 Proportion of Marketing budget in digital According to PricewaterhouseCoopers by the end of 2010, digital advertising spend accounted for 25 % of overall U.K. ad spend. Mostly spent on social media, video, and mobile advertising channels, which saw year-over-year spending increases. Investment in search advertising, continued its consistent growth, increasing 8 percent year-over-year, 57 % of total online ad spend in 2010. Display ads - which includes social media and video ads - increased its share of spending by 3 % to reach a total of 23 % *Courtesy PricewaterhouseCoopers & IAB advertising spend study

26. 4. The Digital Marketing Mix What should we be looking at?

27. The Perception.... It’s different to traditional marketing practices. And a lot more complicated too. ...The Reality It’s NOT.

28. Q. How do we start creating the right digital marketing mix? Start with your website goals and how to create value for your customers Research your online marketplace to define the most appropriate marketing mix for your digital strategy Integrate web analytics, on and offline conversion tracking and optimization so that campaign performance can be tracked and optimized. Implement the tactics that fit your goals best. Be flexible. Be agile! 1 2 3 4

29. Choosing Channels Which channels should you use to accomplish what? Email Marketing Media Placement Search Marketing Social Media

30. Email Marketing Staying in Touch

32. Increase Your Sales Conversion

33. Generate Repeat Sales

34. Up-sell and Cross-sell Products and Services

35. Gain Valuable Feedback from your Visitors

38. Shorten the subject lines & keep them catchy

40. Reward Subscribers with discounts or value offers (ebooks etc)

41. UX! That is user experience 

42. Include a Call To Action

45. Geo-target your preferred advertising regions

46. Hand-pick the sites you want to advertise on

49. Attention grabbing design

50. Use a variety of banners and track their click-though statistics

51. Include CTA

52. KISS

53. Don't’ trick people to click on the ad

55. Deliver what the banner promises

58. Brand Awareness

59. Be present at the start of the purchase funnel!

60. Fully measurable

61. Free on organic search

63. Paid Search immediate traffic (ave good gen CTR 2%)

65. Keep an eye on your competitors

66. Choose relevant keywords

67. Customise your title

68. Customise your description

69. Be sure to have those keywords in your content

70. Organic: acquire relevant content links

72. Include a Call To Action

73. No more than 3 clicks to get to objective

76. Proactive branding - Gain new potential leads by being present

77. Engage directly with target audience that has expressed interest already

78. Build brand ambassadors

79. It builds traffic

82. Publish relevant content, not just advertorial

83. Engage

84. Don’t be afraid of negative comments (within reason)

86. Keep message consistent across channels

87. Include a Call To Action

88. Involve community with (small) decisions

89. A higher following means increased credibility

90. Make information easy to share

92. According to Google Uplift in Queries Uplift in Queries Paid Search 1/15 Registrations 2.6% Registrations TV Spots + Registrations 6 – 8 weeks time lag Month 1 Month 2 Month 3 4 – 6 weeks time lag *Research conducted by Google o/b VW Germany 2010

93. 5. What’s Hot What’s everyone else doing?

94. What’s Hot for 2011 What’s everyone doing? Social.

95. What’s Hot for 2011 5 trends from Trendwatching.com for 2011 URBANOMICS – think local, act global…cater for global citizens, Online status symbols – feel part of a community, and show it!, Socialites – word of mouth…even moreso, Pricing pandemonium – group buys and flash sales everywhere, Planned spontaneity - mobile will drive meet-ups of like people.

96. 7. Summary Key Campaign Ingredients

97. Key Campaign Ingredients Staples to remember in every campaign Remember: Let your Audience guide the channel(s) Let your Objectives determine the budget Be flexible / agile Listen to your Customer Tailor your message to your platform and audience Messaging should be consistent between online, print, and search (search ads should reflect print and online creative) Track and Measure

98. Thank you Contact: Christine da Silva christine.dasilva@ogilvy.co.za +27 21 467 1322 Neo@Ogilvy | @neosouthafrica Full Service Digital Agency

99. 8. Digital Staple food www.mckinsey.com www.clickz.com www.dmma.co.za www.nielsen.com www.marketingprofs.com