7 Step Battle Plan Final

A 7-step Battle Plan for Small-to-Medium-sized Agencies:
How to use digital tools to keep clients and grow your agency

Jamie Lomas
Vice President, Sales and Client Services

Agenda
Introduction
Helping Clients Succeed Online
The 7 Step Battle Plan
 Bought Advertising (Display, PPC, Video, Mobile)
 Earned Advertising (SEO, E-mail)
 Viral Advertising (Social)

Getting Started

© 2010 AdReady, Inc. Confidential 2

Introduction
The online marketing and advertising world
continues to grow:
 Digital marketing spend is set to rise by 17% in 2010 as
companies switch budgets away from TV, radio & print ads
– Joint research by Econsultancy and ExactTarget

 Online Advertising Could Double from $25B to $50B
– Dave Zinman, VP and GM of display advertising at Yahoo!

 Marketer Spend on Display Media, Search, E-mail, Mobile
and Social Media to Reach Nearly $55 Billion by 2014
– Shar VanBoskirk, Forrester



Agencies are in a great position to take advantage of this
growth, but are also presented with unique challenges:
 Tasked with broadcasting a brand or message
(around an ongoing corporate initiative or new marketing launches, etc.)

 To a variety of outlets and targets

 Using various methods, resources and technology

 Proving effectiveness of approach and good ROI


But with so many options, today’s marketers need to leverage
agencies that understand the complicated landscape…

… and new platforms now make online advertising a cost-
effective part of this landscape!
5


How do you make sure your agency “gets it?”
1. Understand the focus areas and benefits
2. Understand some of the key players in all major areas
3. Formulate an approach that aligns with your agency
philosophy


The 7 Step Battle Plan

There are many different strategies and channels that
can help your clients succeed online
 Here are seven of the most promising and easy-to-
implement approaches:
• Display advertising
• Pay-per-click (PPC)/SEM
• Search Engine Optimization (SEO)
• Video
• Mobile
• Social
• E-mail


Bought Advertising:
1. Online Display
2. Pay Per Click (PPC)
3. Video
4. Mobile


But first, the funnel…

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Media Buying in the Funnel
BRANDED OPTIMIZED
DISPLAY DISPLAY
- Banners - A/B Creative Testing
- Rich Media - Behavioral Targeting
- Online Video - Re-Targeting
- Page Takeovers

TV
Radio
Print Display
Search

Pay for CPM CPM CPM, CPC, CPC, CPL, CPA,
Placement / eCPM Revenue Share
Sponsorships

#1: Display Advertising
Display advertising… is a form of Internet marketing.
Display advertising appears on web pages in many
forms, including web banners. These banners can
consist of static or animated images, as well as
interactive media that may include audio and video
elements. Adobe Systems Flash or .gif are the
preferred presentation formats for such interactive
advertisements.*
*Wikipedia


#1: Display Advertising (cont.)
Many benefits to the client and agency including:
 create brand memories
 scale with your business
 can be easy to create—just like search ads
 deliver measurable results
 offer powerful targeting capabilities
 make your search ads work better
 can be changed and optimized in real-time
 offer real-time optimization
 … and more


#1 Display Advertising (cont.)

Technology-driven Innovation

Late ‘90s Today

When/where the Ad serving
Networks and
ad is shown Exchanges

Who sees the ad Geo/demo Behavioral
targeting targeting

• Automation
The ad itself • Bid media
Richer formats
• Audience focus
• Performance
creative

13

Buying platforms eliminate the friction of online
display advertising:

Automated
Buying
Platform


Increased targeting capabilities to reach discrete
audience segments
Retargeting
<< ---- Performance ---- >>

Brand Keyword (Display)
Competitor Keyword (Display)

Category Keyword (Display)

Channel

Site

Behavioral / Intent

Demographic

Geographic

RON

<< ---- Reach ---- >>

#2: Pay-Per-Click (PPC) – defined
Pay-per-click (PPC) is an Internet advertising model used …
[with] search engines, [where] advertisers typically bid on
keyword phrases relevant to their target market.*
*Wikipedia


#2: Pay-Per-Click – benefits/limits
Benefits:
most targeted form of bought media available
generates traffic immediately
is easy to set-up and implement
is extremely flexible (keywords instantly adjusted, added or deleted)
is typically very economical compared with more traditional advertising strategies
is easy to track performance and adjust as needed
doesn’t require big investment in creative or come with high media minimums

… and limitations:
can be expensive (top keyword on Google = $100/click!)
often “over credited”
can be competitive (“coats” has 909 advertisers bidding for it; only 10 results on pg. 1)
limited scale (% of time people search vs. visit web pages)
little brand impact


#2: Pay-Per-Click – platforms
Google AdWords (www.google.com/adwords)
 With Google AdWords, you can create and run ads
for your business, quickly and simply. Run your ads on
Google and our advertising network—no matter
what your budget, you'll only pay when people click your ads.

Yahoo! Search (advertising.yahoo.com):
 Advertise your business in search results on Yahoo! and other
popular sites. You can put your business in front of potential
customers when they search for what you sell.

Microsoft adCenter (adcenter.microsoft.com):
 Clicks. Leads. Sales. We're here to help you grow your business. Pay
only when someone clicks your ad.


#3: Video – defined

Video advertising refers to advertising that is served
either before, during or after a video stream on the
Internet. The advertising units used in this instance
are pre-roll, mid-roll and post-roll and all of these ad
units are like the traditional spot advertising you see
on television, although often they are ‘cut-down’ to
be a shorter version than their TV counterparts if they
are run online.*
*Wikipedia


#3: Video – benefits/limits
Benefits:
rank well in search engines
stand out from the competition
create interactivity and user interest
let others advertise for you (WOM)
instruct and educate

challenging DR performance
creative costs high


#3: Video – platforms
Eyeblaster (www.eyeblaster.com)
 They allow their users to create interactive and standard ads, including advertising video.
Their rich media platform handles all popular formats. Users can easily track their ads. The
Video Studio component allows users to make full-screen video ads quickly and in multiple
formats. The company´s video services are included in their total suite package.

VideoEgg (www.videoegg.com):

Others:

#4: Mobile – defined
Mobile advertising is a form of advertising via mobile
(wireless) phones or other mobile devices.*
*Wikipedia


#4: Mobile – benefits/limits
Benefits:
campaigns are relatively easy to create and execute
are effective—w/ high open rates
can be personalized
are complementary to other types of marketing
encourage viral marketing w/ links to social networks

…and limitations:
limited calls to action
limit standardization (different platforms, handsets, etc.)


#4: Mobile – platforms
AdMob (www.admob.com):
 AdMob offers a turnkey solution to help you get your brand in the hands of your target
audience no matter where they are: at home, at work, at play, or in transit.

Moozey (www.moozey.com):
 Moozey is a web-based mobile interaction platform specially designed for marketing and
advertising agencies. With its fully customizable mobile services and comprehensive
reporting, analysis, and tracking tools, it fully leverages the potentials offered by the
mobile device market…


Earned Advertising
5. SEO
6. E-mail


#5: Search Engine Optimization (SEO) – defined

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" or "algorithmic") search results as opposed
to search engine marketing (SEM), which deals with
paid inclusion.*
*Wikipedia


#5: Search Engine Optimization – benefits/limits

Benefits:
very high return on investment
long-term positioning (vs. ongoing $ outlay)
more sales from more visitors
more targeted traffic
increased brand visibility
faster web site (validated & optimized files)
improved usability
increased accessibility
more “crawlable” by the engines

… and limitations
takes a long time to build organic traffic
hard to move the needle quickly

#5: Search Engine Optimization (SEO) – platforms
Optify (www.optify.net):

SEOTool (www.seotool.com):
 SEOtool helps savvy Internet marketers unleash the
organic ranking potential of their website(s). SEOtool
was created to help businesses analyze their website architecture and site
structure on a large-scale basis in order to prioritize SEO initiatives and solve
site-wide OR page-specific ranking problems.
Others:


#6: E-mail – defined
E-mail marketing is a form of direct marketing which uses electronic mail as
a means of communicating commercial or fundraising messages to an
audience. In its broadest sense, every e-mail sent to a potential or current
customer could be considered e-mail marketing. However, the term is
usually used to refer to:
 sending e-mails with the purpose of enhancing the relationship of a merchant
with its current or previous customers and to encourage customer loyalty and
repeat business
 sending e-mails with the purpose of acquiring new customers or convincing
current customers to purchase something immediately
 adding advertisements to e-mails sent by other companies to their customers
 sending e-mails over the Internet, as e-mail did and does exist outside the
Internet (e.g., network e-mail and FIDO)*
*Wikipedia


#6: E-mail – benefits/limits
Benefits:
allows for tightly focused targeting
is data-driven
drives direct sales
increases sales conversions
generates repeat sales
creates up-sell and cross-sell opportunities
builds relationships, loyalty and trust
supports sales through other channels
let’s you gain valuable feedback
drives offline purchases
quick and cost-effective way to test market messages and offers
in-house lists very limiting
lots of laws and regulations

#6: E-mail – platforms

Constant Contact (www.constantcontact.com):
 Constant Contact, Inc. helps small businesses, associations, and nonprofits connect with
their customers, clients, and members.

Exact Target (www.exactarget.com):
 ExactTarget's email marketing software, services & solutions are the most powerful and
flexible in the industry. Easily create, deliver, track, optimize, and automate permission-
based email marketing campaigns as well as triggered and transactional email.

Others:

© 2010 AdReady, Inc. Confidential
31

7. Social Media
» Advertising on social net sites
(Facebook, MySpace)
» Content creation on social net
sites (Facebook, MySpace)
» Blogging
» Twitter


#7: Social Media (SoMe) – defined
Social media marketing is a term that describes use of social
networks, online communities, blogs, wikis or any other online
collaborative media for marketing, sales, public relations and
customer service. Common social media marketing tools
include Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut
and YouTube. In the context of Internet marketing, social media
refers to a collective group of web properties whose content is
primarily published by users, not direct employees of the
property (e.g., the vast majority of video on YouTube is
published by non-YouTube employees).*
*Wikipedia


#7: Social Media (SoMe) – benefits/limits
Benchmark and Evaluate
 your message
 your competition’s message

Respond
 proactive brand management (positive and negative)
 immediately address what others are saying
 win fans, customers, advocates

Contribute
 seed the space with your message
 start the conversation around trends, technologies, ideas, etc.
 become a thought leader

Limitations
 often low(er) contextual value vs. display
 audience skewed to young or very young on many platforms

#7: Social Media (SoMe) – platforms
Visible Technologies (www.visibletechnologies.com):
 Visible Technologies helps you comprehensively understand online conversations through
our industry leading truVOICE platform. Our solution helps you listen to and measure
what consumers are saying about your brand across the social media landscape. Most
importantly, it enables you to effectively participate …

Radian6 (www.radian6.com):
 Radian6 gives you a complete platform to listen, measure and engage with your customers
across the entire social web.

Others:

Getting Started
How do you make sure your agency “gets it?”
1. Understand the focus areas and benefits
2. Understand some of the key players in all major areas
3. Formulate an approach that aligns with your agency
philosophy

Now that we’ve helped you check #1 and #2 off your
list… it’s time for you to go execute on #3!

36

To learn more, join us for an:
AdReady for Agencies Webinar
Wednesday, March 17th @ 10 AM PDT
Wednesday, March 31st @ 10 AM PDT

E-mail ericard@adready.com for details

37

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