Advertising Online - Get More Bang for your Buck
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Presented at EMA Northern Fresh Breakfast, Auckland NZ on 10 June 2010. - Top 10 Tips to mapping out your online advertising schedule - Aligning your audience, call to action and conversion paths - Costs, benefits and improving ROI
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Advertising Online - Get More Bang for your Buck
- 1. Advertising Online Get more Bang for your Buck
- 2. Consumers hate most advertising • Only 5 % agree with advertising claims • 50 % say brands don’t live up to advertising promises • 67 % complain there is too much advertising: Source: Forrester, The Future of Advertising Agencies 2009
- 3. Is advertising dead? http://www.youtube.com/watch?v=ciSrNc1v17M Source: Scholz & Friends Group (s-f.com)
- 4. No, advertising is not dead... ... But there has been a shift! • Advertisers must start being honest and authentic • Advertising must be less intrusive, interruptive - more subtle • To win consumers’ attention, advertisers must connect with consumers in their day-to-day lives • Advertisers must listen to customers, create and deliver new (meaningful) experiences and value-rich conversations on or off our corporate domain.
- 5. Word-of-mouth often under-valued • A consumer mentions specific brands over 90 times per week • 90% of consumers online trust recommendations from people they know • 70% trust opinions of unknown users. • 67% of shoppers spend more online after recommendations from online community of friends • Consumer recommendations are among the most credible advertising • Facebook, blogs, Twitter and customer reviews are considered the most effective tactics for mobilizing consumers to talk up products online. Source: Bazaarvoice, 2010
- 6. More Bang? Approach Holistically Find Owned Paid Interactive Media Media Social Mobile Share Convert Earned Media
- 7. #1 Think „customer‟, first
- 8. #2 Think „objectives‟, „metrics‟, „measurement‟
- 9. #2 ...Know your metrics
- 10. #3 Pursue performance, results & ROI
- 11. #4 Use placements that reach your audience
- 12. #5 Push or Pull? Push OR Pull?
- 13. #5 Push or Pull?
- 14. #6 Use creative that performs CTR 0.05% 0.12% 0.16%
- 15. #6 Use creative that performs CR/imp 3.42% 13.94% 16.41% That‟s 4.8 X more results that the original
- 16. #7 Think „conversion‟ Visitors Traffic Quality Site & Content Offer Quality Conversion Path Conversions
- 17. #8 The 80/20 rule is flipping • OLD: Spend 80 percent of your budget on media • OLD: Spend 20 percent on creative • A move from larger, general-interest audiences to smaller, special-interest audiences. From Paid media to a combination of Paid, Owned & Earned. From ‘place and leave’ to ‘optimise for performance’. • NEW: Spend 80 percent on strategy & creative? • NEW: Spend 20 percent of your budget on media?
- 18. #9 Be flexible – test, optimise, refine Source: First Rate, Traditional vs. Performance Placement - Real World Example
- 19. The best banner on the Web? Targeting + Relevance = Value
- 20. #10 Just try stuff.
- 21. “Do something worth remembering” - Elvis Presley
- 22. Be Found, Be Engaged, Be Shared… Grant Osborne Director of Strategy & Performance Email: grant@firstrate.co.nz LinkedIn: www.linkedin.com/in/gosborne Twitter: @gdosborne