LOUD - Digital Download - Week 4

Digital Download
Session 4

4th April, 2011
Monday, 4 April 2011

Before we start....


Digital Quiz


Digital Quiz

1. What are the different types of websites?


Digital Quiz

Landing pages, microsite & websites


Digital Quiz


2. What is the most important thing to do for a website?


Digital Quiz


Define the purpose


Digital Quiz


Define the purpose

3. How long do you have before a visitor decides to stay or
leave your site?


Digital Quiz


Define the purpose

3. How long do you have before a visitor decides to stay or
leave your site?
2 - 3 seconds


What do most websites have in common?

• There are five things:
1. Clear purpose
2. Content is the hero
3. User engagement
4. Function & fun
5. Constantly refreshing


What are the rules of an effective Landing Page?

1. Well merchandised offer with hero benefit

2. No navigation, strong branding

3. Only one action - Apply, Download, Enquire

4. Make it as visual as possible, but simple

5. Multiple Click Points


What it takes to build a Landing Page?


What it takes to build a Landing Page?

• There are a few key elements:
Content
• Primary message (offer specific)
• Secondary message (value/brand focus)
Look feel
• Simple design that can turned into a template
• Clear areas for Call To Action buttons/areas
Build
• Ensure there are multiple links/buttons and actions
• Try to start application process on the landing page
• Make sure analytics are included


What are the different types of websites?



Landing Pages Microsites Websites




Single pages
Specific purpose
More effective
Constantly optimised
Integrated
SEM/SEO/Email




Single pages Multiple pages
Specific purpose Campaign specific
More effective Short term
Constantly optimised
Integrated
SEM/SEO/Email




Single pages Multiple pages Corporate purpose
Specific purpose Campaign specific Long term
More effective Short term Refreshed every
Constantly optimised 12-18mths
Integrated
SEM/SEO/Email




Integrated
SEM/SEO/Email

BIGGEST PROFIT
LEAST SCOPE CREEP




Integrated
SEM/SEO/Email

BIGGEST PROFIT HEALTHY PROFIT
LEAST SCOPE CREEP POTENTIAL SCOPE CREEP




Integrated
SEM/SEO/Email

BIGGEST PROFIT HEALTHY PROFIT PROFITABLE
LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEP


Online Advertising Checklist

1. Simple messaging
• Will users understand the execution in 5 – 7 seconds?
2. Strong branding
• Will the user know who the ad is for in 5 – 7 seconds?
3. Clear CTA
• Is there a strong clear CTA on the final frame?
• Inclusion of offers provide an incentive for users to click-through
• Phone numbers website addresses should not be included
4. Integrated messaging
• Do the online executions share elements with the offline campaign?
• Is the landing page similar to the online executions?
5. Contextual messaging
• Is the online execution relevant to its media placement?


Things to remember about search

1. Search is more than words
• Content, images, video, words
2. Search must be constant
• Search isn’t just a campaign, it must be on 100%
3. Think about the detail when you build
• Every detail helps push results
4. Constantly, review, refine learn
• Search can be optimised real-time, campaigns can be
tested learnings taken out immediately
5. Google is more than a search engine


Week 3 Homework
NO EXCUSES!


Week 3 homework

• Pick one of your clients
• Review their current website any landing pages
they are doing
– What are 3 things that can be improved?
– What are 3 things they are doing well?
– As a customer, would you engage with there site?
– What else should they be doing?

• Submit all of your findings to the LOUD Training blog


Week 3 homework

• Review their current website any landing pages
they are doing
you
t did
WhaTraining blog
• Submit all of your findings to the LOUD ﬁnd? s
hing t?
at t den
Wh evi
ecame
b


The score card


Your Pitch Presentation
Get started now


oup
e gr
Gettstarted now
inu ion
10 m cuss
dis


What is the background?

• There is a new online savings product launching for a
client you are going after
• They have a $750,000 online only budget for the initial
launch 12 months to spend
• There is a separate budget for offline activity, but it
isn’t that much
• They want to achieve the following objectives:
– Open 300 accounts a week
– Get a database of prospective clients - 25,000 within the
first 6mths
– Become visible known for the product


What you need to do?

• You need to:
– Identify the audience
– Understand what they are doing online where they
are going to
– Put together a plan for the launch then ongoing
communications for 12 months
– Identify how you are going to meet the objectives
– Put together a plan for tracking continuous
improvement


What today is about?


Where are we at today?

1. Introduction to Digital
2. Customer journey: attract
3. Customer journey: engage
4. Customer journey: transact/participate
5. Customer journey: retain
6. Customer journey: grow Summary
7. Summary pitch


Before we start....
1. Performance Display
2. Facebook ads


Performance Display


Performance Display

Performance Display is the fastest growing sector of the
global online advertising market.

Move from CPM to Performance

Move from Performance Networks to Ad Exchanges

PERFORMANCE DISPLAY USA PERFORMANCE DISPLAY AU

Performance Buys Performance Buys
CPM
CPM


Display evolution

Early Days - Concentration Today - Fragmentation


Display exchanges

Publishers place Advertisers place
ad inventory on bids on the
exchange for sale inventory to buy


Display exchange evolution


Open exchange model

• Biddable Display (Ad Exchange) is dynamically
traded display media

• An auction market place like Search

• Buy media in an open transparent market

• Pay for media (at prime cost) + tech fees

• Advertiser optimised not agency or publisher
optimised


Exchanges: Targeting


Retargeting Display Solution


Reporting across channels


The Opportunity

To achieve a 30-50% improvement in current banner
advertising efficiencies (eCPM, CPC and ultimately
CPA) through Online Biddable Display Advertising


Key Benefits of Biddable Display
Control, Transparency Flexibility
Client does not rely on individual publishers to optimize, now conducted by one
stakeholder - Downstream (similar to SEM)

Improved Tracking Accountability
Cross channel reporting and performance measurement available across SEM and
display to enable improved accountability

Improved Optimization
Total campaign optimised to client targets not at the individual publisher network
level

Improved Targeting
Retargeting achieved across entire campaign by overlaying client data, not specific
to each publisher network


What are the key insights?

1. You don’t need to be satisfied with premium display
2. Performance display offers higher ROI campaign
efficiencies
3. Push the media agency
4. Huge opportunity


Facebook advertising


hp://www.facebook.com/adsmarke3ng/


Why Facebook?
Exponential Growth
• Facebook is the world’s fastest growing digital marketing
platform
• More than 23% of total US display volume

Campaign Integration
• Report, manage optimize Facebook campaigns from one
central platform
• Same algorithms for SEM bid management used to optimize

Beyond An Online Conversion
• Facebook a powerful medium to grow brand awareness,
engage with target market/demographic
• Build extensive fan base to remarket to, engage with on a
regular basis


Facebook domination of the display market

Facebook experiencing
“hockey-stick” growth in the
display market

In Q3 2010, Facebook served
297 billion display ad
impressions giving it 23% of
the U.S. market for display ads.
In the first quarter of 2009, it
only had a 7% share.

Facebook’s performance
advertising is quickly becoming
Source: ComScore - US Display Ad Market
an important part the
marketing mix

Now 9.8 million reach in AU!


What are the channels within Facebook?


On-platform or Off-platform


Ability to totally integrate with other
elements

Display
(Segments)

SEM Facebook
(Keyword) (Interest)



1. facebook growth is increasing
2. The facebook market is opening up to a wider age
group
3. You can be specific in the way that you target your
ads
4. Huge opportunity


Jargon time out!
Any questions before we get started?


Group exercise
What were the common themes?


Relating this to the pitch

• Do you think there is an opportunity for your client within:
• facebook advertising or performance display?

• What do you think you should be doing?

• Who do you think you should be targeting?

• How will this come into your plan?


What is the customer journey?


What is the customer journey?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM eDM)
CRM (DM eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


What is Transact?


What else is Transact?

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy


1. What is a Transact Website?
Encouraging consumers to engage participate with a website

1. Websites 2. Social 3. Key take outs


00, 000
2 00,0 card
dit
cre ails
det


https://checkout.google.com/buyer/tour.html


• Increasing number of people who are going through
the process of guest checkout
– Using tools like Google Checkout or PayPal
• People will give you information if they deem it
relevant
• Don’t collect the data if you aren’t doing anything
with it


2. What is Transact Social?



More with social next week


More with social next week

al to
So ci M
d e CR
e xt en


3. What are the key take outs?
Summary



Performance Display insights

1. You don’t need to be satisfied with premium display
2. Performance display offers higher ROI campaign
efficiencies
3. Push the media agency
4. Huge opportunity


Facebook insights

1. facebook growth is increasing
2. The facebook market is opening up to a wider age
group
3. You can be specific in the way that you target your
ads
4. Huge opportunity


Customer journey - engage


Customer journey - engage

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM eDM)
CRM (DM eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website


Weekly homework
NO EXCUSES!


Week 4 homework

• Review their transaction activities online (data
capture or eStore)

• Submit all of your findings to the LOUD Training blog


er
Get started now
ind
A rem


Jargon time out
Questions
Thoughts


Thank you
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
e: dominique@withcollective.com
m: 0403 300 015


LOUD - Digital Download - Week 4

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