Mike berry idm ghent june 7 2011 copy

Seminar: Exploring the opportunities of
digital direct marketing for your business

Presented by:

Mike Berry Dip DM, F IDM
Ghent, June 7 2011

© 2011 Mike Berry Associates

The opportunities of digital direct
marketing for your business

Presented by:

Mike Berry Dip DM, F IDM
Ghent, June 7 2011

Hello! I‟m Mike...

• Ex-Procter & Gamble, Wunderman (Y+R), EHS Brann,
Head of Digital EMEA for Jack Morton (Interpublic)
• In digital marketing since 1995 (ish)
• Worked with brands in B2C, B2B, Charities
• Integrated marketing background
• Professor of Digital Marketing, Hult Business School
• Fellow, Trainer and Consultant for IDM

©2011 Mike Berry Associates

A consultant
“Borrows your watch, tells you the time, then
sends you an invoice.”


Brands I have worked with.


What about you?


What about you? <with a twist>

• Name, company and why are you here?
• What Digital Marketing have you done?
• What areas of digital marketing would you
like to know more about?
• What‟s your favourite website? Why?

?©2011 Mike Berry Associates

Timetable for today
09.00 Start: Session 1
11.00 Coffee
11.15 Session 2
12.30 Lunch
14.00 Session 3
15.15 Coffee
15.30 Session 4
17.00 Close


About today
• YOU WILL GET THE SLIDES
• Only a day
• Overview of big (and growing) range of
activities
• Plenty of content
• Share stuff
• Ask questions
• Challenge
• Enjoy!

The world is changing...


“To find something comparable, you have to
go back 500 years to the printing press, the
birth of mass media – which, incidentally, is
what really destroyed the old world of kings
and aristocracies. Technology is shifting
power away from the editors, the publishers,
the establishment, the media elite. Now it‟s
the people who are taking control.”

Rupert Murdoch, Wired magazine


“ Less than a decade ago, people described
the act of „going online‟ as venturing into
some foreign realm called „cyberspace‟. But
that metaphor no longer applies. Facebook,
Twitter, Flickr and all the other newcomers
aren‟t places to go, but things to do, ways to
express yourself, means to connect with
others and extend your own horizons.
Cyberspace was somewhere else. The Web is
where we live.”
Source: Newsweek

Trying to keep up with digital
is a bit like this...


“As we know, there are known knowns. There are
things we know we know.

We also know there are known unknowns. That is to
say we know there are some things we do not
know.

But there are also unknown unknowns, the ones we
don‟t know we don‟t know.”
Donald Rumsfeld,
former US Secretary of Defense ,
at Press Briefing February 12, 2002
after Confucius


Jargon
Interactive

New media

E-marketing

Online

DIGITAL


Jargon

It doesn't really matter
what we call it- it‟s
how we think and
what we do...


Today
• How digital has changed marketing
• Online Display
• Search
• Social Media
• Email
• Affiliates, Viral, Mobile
• A look ahead: the next big things
• Summary


It‟s about knowing your customers
• How old are they?
• How much money do they have?
• Where do they live?
• What do they like doing?
• How do they relax?
• What drives them?
• What do they aspire to?

Or we can find out!
• Data may be your organisation's biggest asset
• Sales/ transactions
• Enquiries
• Customer service
• Web analytics (clickstream, site stats +++)
• Ask them
• On-site surveys!

“Data Is The New Oil”
Clive Humby: Founder, dunnhumby

All data can help; in the right hands
Customer/ prospect Web Analytics data
data

DM agency Online team
Database Agency Digital agency
comScore/ Hitwise/ Alexa
IT
Google
Customer Services
(Facebook?)
Sales
Finance

Let‟s drill down...
CUSTOMER DATA
• Personal
• About identified individuals
• About real behaviour

WEB ANALYTICS DATA
• Aggregated
• Anonymous
• About real behaviour

The opportunity

+ =

Data is the key
“How much value lies untapped in existing corporate and
public data streams? My guess is a lot. How many
companies are truly joining up their data to extract and
interpret the kind of intangible insight that has real tangible
value? My guess is very few. That, to me, has opportunity
written all over it.”

<Neil Perkin: Predicting The Unpredictable

http://neilperkin.typepad.com/only_dead_fish>

How digital has
changed marketing


What is marketing?

• Bringing buyers and sellers together
• Meeting customer needs; profitably
• Combination of:
product, price, place and promotion
(Kotler)


Marketing communications

• Delivering the right message
• Via the right channel
• To the right individual
• At the right time

EASY, huh?


What is digital marketing?

• Electronic communications
• Reaching consumers/ business purchasers
via a screen, interactively
• Internet marketing (via desktop PC, Mac,
iPad, Mobile device)
• “What digital marketers do...”


Planning Digital Marketing

Understanding the growing range of digital tools and
employing them appropriately to enhance every
brand communication


Planning Digital Marketing

Understanding the growing range of digital tools and
employing them appropriately to enhance every
brand communication

Website Design and Build/ Usability
PPC
Mobile Web Analytics
E-mail Marketing
Social Media Viral marketing Affiliate
SEO Marketing
podcasts Virtual Worlds
Blogs


It‟s all new!

„Old‟ Media:

• Posters (ancient Egyptians, Greeks, Romans)
• Newspapers (1830s)
• Commercial Radio launched (1920 US;1973 UK)
• Commercial TV launched (1941 US;1955 UK)


It‟s all new!

• Google
• Twitter
• iPod
• Microsoft
• Facebook


When were they launched?

• Microsoft launched 1978

• Google launched 1998

• iPod launched 2001

• Facebook launched 2004

• Twitter launched 2006

We‟ve come a long way...

http://www.youtube.com/watch?v=gCMzjJjuxQI


We‟ve come a long way...


Changing everything. Again
and again.

There‟s no going back...


The internet has changed everything...


? hours in the day...


We‟re all multi-tasking...

Two and three screeners (Laptop, TV, Phone/iPad)


Heineken „dual screen‟ game
• Heineken StarPlayer: live football game that lets fans watch UEFA Champions
League matches on TV whilst playing it in real-time on a computer, iPhone or
iPod touch
• „Dual screen‟ digital initiative transforms TV watching into a social interactive
experience for football fans. The game taps into competitive banter of the
fans by creating a live TV game experience that can be played from
wherever they are watching the game
• Overlay to live football matches, first global example of a social media
gaming platform. Fans watch the football on TV while playing StarPlayer in
real-time, anticipating events on the pitch live and making decisions on what
will happen in next few seconds
• „Dual screen‟ technology involves time-dependent decisions on play

• To score points, fans anticipate what will happen at key moments such as corners,
free kicks, and penalties, E.g. if the shot will be saved or if there will be a goal in the
next 30 seconds. With every correct forecast, fans gain points. Through the
„Interactive Champions League‟, they can also compete and share with their
friends via Facebook and with other players around the world.

“StarPlayer will really change the way in which football fans interact with the UEFA
Champions League, creating a more social experience around watching and
enjoying the matches. For Heineken to be able to bring the excitement and
competition of these premium matches to the actual fingertips of the fans through
the cutting edge „dual screen‟ technology of Star Player really showcases our
commitment to providing extraordinary innovative experiences for fans.”

Floris Cobelens, Global Head of Digital, Heineken

• Leverages
sponsorship
• Recognises most
football is viewed on
TV by lone males
• Adds a real-time
„social‟ element
• Heavily branded

How would we live without the internet?

• Buying a new house
• Buying a new car
• Choosing and booking a holiday

• Sourcing a new supplier at work
• Preparing for a meeting with a new contact
• Choosing a training course
• ???

Words of wisdom
“It is not the strongest of
the species that
survives, nor the most
intelligent that survives.
It is the one that is the
most adaptable to
change.”

Charles Darwin

Traditionally...


The internet has changed the world


...but some things stay the same

“You can‟t bore people into buying.”
- David Ogilvy


From the days of „Mad Men‟

“The consumer is not a moron.
She is your wife.”

- David Ogilvy
David Ogilvy,
, 1963


To paraphrase...

The buyer is not an automaton....


The buyer is not an automaton...
..(s)he is a human being


Individual Company Exercise
• What kinds of digital marketing does your
organisation do?
• How is Digital marketing planned,
implemented and measured in your
organisation? Who is responsible for each of
these activities?
• How well is digital integrated with offline?
• What could be done better?


The digital marketing toolbox

• Online display
• Search
• Social Media
• Affiliates
• Viral
• Email
• Mobile


Online
Display

Online DISPLAY ads
• Permission? • Or INTERRUPTIVE?

Online Advertising:
interruptive or permission-based?
• Surprise the user
• Grab their attention

OR:


Online Advertising:
interruptive or permission-based?
• Surprise the user
• Grab their attention

OR:

• Ask permission
• Invite engagement?


Cost per engagement?
• “In general, the industry suffers
from the emphasis on click-
through rate. I feel very confident
based on results that we're
seeing, especially when friends
are recommending to friends.
Research shows that, on average,
people are 68% more likely to
remember seeing the ad if their
friend has recommended it and
twice as likely to remember the
message of the ad. (Nielsen). To Carolyn Everson
us, what's more powerful than VP-global sales, Facebook
click-through is, “Are people April 2011
paying attention to the message
and remembering it?” ”

Online display
• The most like traditional press advertising
• Banners like strip on a newspaper magazine
page
• Debate: interruptive formats vs. permission
• Stunning effects rapidly get boring/ annoying
• Just because it can be done doesn't mean its
right for your brand
• TEST but also apply judgement


How online display advertising works

<source: nma.co.uk>

How adserving works
The ad serving system looks
1 2 for an appropriate ad based on
all the ad schedules it holds
User goes to a site. The site
loads,
Page needs an advert to be
placed on it

Delivery & Tracking

Publisher Ad
URL Server

Publisher

Ad Statistics
AD Servers Database ROI
Reporting
User 3
Once the ad is chosen it is served,
and a record kept of this.

Basic online advertising formats


(300 x 250) MPU

• Homepage
auto-play

• 30p CpC

• 10m impressions
per day


728 x 90 Leaderboard


(160 x 600) Super Skyscraper


Push-down Leaderboard (CpR)

Expands in size from
728x90 pixels to 728x350


L-shaped banner


Standard Expandable


Expandable


Homepage takeover


Shake them up!

http://www.youtube.com/wariolandshakeit2008

Surprises can be good…

http://www.grupowprojects.com/ea/bfbc/tandembeach/tandembeach.html

And of course……Facebook

http://www.facebook.com/adsmarketing/

|

Trading: Calculating estimated
CpAs for CPM campaigns
• Information you need
 CPM Rate

 Click Through Rate (CTR)

 Conversion rate from „Click‟ to „Action‟


Trading: Buying models

• Cost per Thousand (CPM)
• The classic media buying currency
• Rewards media owner purely on their audience size and composition

• Cost per Click (CpC)
• Search marketing, directories & comparison site
listings
• Rewards media owner for response, not reach


Trading: Buying models

• Cost per Sale (arrival, lead, acquisition,
registration)
• Affiliate marketing
• Some e-commerce and partnership deals
• Media owner takes most of the risk

• Hybrid deals

• Some partnership and tenancy deals
• Shared risk arrangement


The enemy...


Media Buying tips

+


Media buying tactics

• “Gorillas with calculators”
• “It‟s a game... but with real money”
• “Like poker without the cards”
• “Always leave the other guy his bus fare
home”


Managing an online media
budget
• There is no perfect online media mix

• Budgets allocated on a test & refine basis

• Early stage online advertising may well have high
wastage

• Later stage campaigns should still contain a test
budget


Search


Seek and Ye Shall Find...


• Definitions


Google

Larry Page and Sergey Brin founded Google
in 1998. Using a friend's garage as their base
of operations, they only settled on a name
after misspelling the maths term „googol‟.
Google's combination of clever search
algorithms and sophisticated ad program
AdWords propelled it to the top of the search
engine market. It has stayed there ever since.


Yahoo!
• Yahoo is struggling; CEO and co-founder
Jerry Yang resigned at the end of 2008
• Has continued to lose search engine market
share under new CEO Carol Bartz
• On July 29th 2009, Yahoo agreed „the
unthinkable‟ and appointed Microsoft‟s Bing
as its exclusive search platform. Soon the
former „king of search‟ will soon only show
results from its arch-rival


Bing
• Microsoft Bing, the successor to MSN Live
Search, launched in June 2009 with a
reported £60 million marketing budget
• Bing quickly established itself as a serious rival
to Google. Total searches on Microsoft were
up 22 per cent in a single month (Nielsen)
• comScore confirms that Bing is still on the up;
Yahoo!/Bing share nearly 30% in US in 2011


Bing takes share from Google


Search Engine Optimisation (= SEO)

“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” search results.
Typically, the earlier (or higher) a site appears
in the search results list, the more visitors it will
receive from the search engine.”
Wikipedia


Search marketing – SEO & PPC

Natural

Paid


SEO


Your Website SEO
Think about the „user experience‟


Your Website/SEO

• “You have to have one these days”
• Make it work for you
• Make it somewhere you are PROUD of
• Make it easy to navigate/order (usability)
• Refresh content regularly (News? Offers?
Blog?)
• Help the search engines to find it (SEO)


Your Website/SEO

• How does your site look on Firefox? Chrome?
-on a Mac? -on a mobile device?
• You‟re competing with Amazon, BBC, eBay
• Help the customer to find what they want
• Good signposting : “Where am I?”
• Don‟t have any dead-ends/ broken links
• “Disloyalty is only one click away”


Your Website/SEO

• Make your website somewhere you'd be
proud for a (potential) customer to wander
around unaccompanied
• Then find (potential) customers and
encourage them to go there (drive traffic)
• Make it interesting and useful for them to
return regularly...


Pay-Per-Click Advertising
(=PPC)


Pay Per Click Advertising (=PPC)
• “Pay per click (PPC) is an Internet advertising model used on
websites, in which advertisers pay their host only when their
ad is clicked. With search engines, advertisers typically bid
on keyword phrases relevant to their target market

• Cost per click (CPC) is the amount of money an advertiser
pays search engines and other Internet publishers for a single
click on its advertisement that brings one visitor to its
website”

Wikipedia


Pay Per Click Advertising (=PPC)


Search marketing = SEO + PPC

Natural

Paid


Pay-per-click advertising

Google AdWords
• You bid for a „key word‟ the amount you are
prepared to pay per click on your ad (through
to your website)
• Driving traffic; people interested in your
products
• £Bid X Quality Score Your search
„ranking‟

Google AdWords


A typical Google AdWords „Creative‟
ad

• Ad Title (25 character limit)

• Ad Text (35 character limit)

• Display URL


Pay-per-click advertising
• Easy to test
• Quick to set up
• You only pay when someone clicks
BUT:
• Easy to spend up to your limit
• Certain „keywords‟ very competitive
(eg „mobile phones‟, „accountancy
services‟)
• „Clicks‟ doesn‟t mean „sales‟ (!)


PPC: From The Horse‟s Mouth

http://www.youtube.com/watch?v=K7l0a2PVhPQ


Search and Display working together

Social Media


Social media


Social Media – “the story so far”


http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

You can‟t stop people talking.
You can‟t control what they
say about you. But you can
JOIN, and maybe INFLUENCE
the conversation.

©2011 Mike Berry
Associates

Social Media

“The key is to produce something that both pulls
people together and gives them something to
do...I don‟t have to control the conversation to
benefit from their interest.”
Henry Jenkins, MIT


Social Media

“Consumers are beginning in a very real sense to
own our brands and participate in their
creation...we need to learn to begin to let go.”

A.G. Lafely: CEO & Chairman, Procter & Gamble


People expect to find us...


B2B or B2C?


Keep an ear to the ground...

WHAT ARE THEY SAYING ABOUT US?

• All over the web: Blogs, Twitter, video sharing sites,
social networks, groups and forums

• THE MONITORING INDUSTRY IS BORN...

• Before we talk, we should listen...


Brandwatch: Buzz monitoring

©2011 Mike Berry
Associates

Customer Service in the internet age



• The story of: Dave Carroll, Sons of Maxwell
(Canadian Music duo)
• March 31, 2008: when the band was flying
from Halifax to Omaha, Nebraska on United
Airlines
• “United broke his $3,500 Taylor Guitar”*

*allegedly



http://www.youtube.com/watch?v=5YGc4zOqozo


“United breaks guitars”

• The YouTube video was posted on July 6 2009
• Amassed 150,000 views on first day
• Song 1: 7,665,807 views. Hit number one on the
iTunes Music Store the week following its release
• Song 2: 842,171 views
• The Times reported that four days after the
song's release, the company's share price
"plunged by 10 per cent, costing shareholders
$180 million”


What is Twitter for?


Twitter, Why?


Twitter, Why?
• “I am working on clarity around that at the
moment,” Costolo admits. “I am currently
trying to define what Twitter‟s purpose is in
the long term. We will be able to be more
specific on that answer in the near future.”

• Dick Costolo, CEO, Twitter, November 2010


Twitter: what‟s it all about?


Twitter guidelines...


Be careful out there...


• Senior PR Executive en route to Memphis
Tennessee
• Due to present to employees at FedEx
Corporation HQ about Social Media
• Bored. Tweeting on his ‟phone...


Be careful out there...

“Many of my peers and I feel this is
inappropriate. We do not know the total millions
of dollars FedEx Corporation pays XXX annually
for the valuable and important work your
company does for us around the globe. We are
confident however, it is enough to expect a
greater level of respect and awareness from
someone in your position as a vice president at
a major global player in your industry. A hazard
of social networking is people will read what
you write.”


The Importance of Reputation in B2B

http://www.youtube.com/watch?v=nXG7zYWKHGU

No-one ever got fired...


The importance of Reputation

http://www.youtube.com/watch?v=nXG7zYWKHGU

Before we talk, we should listen...


Brandwatch: Buzz monitoring
VIDEO

http://www.youtube.com/watch?
v=lYrE-S9rpq4

©2011 Mike Berry
Associates

Listen intelligently


Photo credit: Stian Andreassen on Flick

Photo credit: Round Indigo Rock on Flick

54% of companies now use some sort
of buzz monitoring tool. <Econsultancy 2010>

Online PR= „Reputation
Management‟

Source: Dr Dave Chaffey


Who‟s doing what in Social Media?

Just remember: it‟s public
Checklist before posting anything - anywhere:

• Assume your boss reads/sees everything that you post

• Assume your biggest client reads/sees everything that
you post

• Assume your biggest competitor reads/sees everything
that you post

• Assume your Mum reads/sees everything that you post

• Assume your children will read/see everything that you
post!!! ©2011 Mike Berry Associates

Email
marketing

Facts and Figures#
• Email is the preferred primary means of
communication by business buyers
• 53% of business users check their email 6 or
more times during the working day
• 34% of internet users check their email
continuously during the working day
• For 96% of all internet users, checking email
is their main reason for being online
#VOW Marketing Guide 2010


email marketing
• Finely targeted
• BUT: inertia, clutter, “SPAM”
• Make it relevant
• Have a reason for contacting
• Email newsletter and/or one-off promotional
offers?
• Build and segment your prospect/ customer
database
• Tailor your offer/s

email marketing
• Sender: use a name the buyer knows
• Subject line: don‟t say „FREE! WIN! ETC!‟
• Use personalisation with care
• Give a reason for „writing‟
• Amazon: “we‟ve noticed that...”
• Offer plain-text version as well as HTML
• Test frequency – don‟t bombard
• Make it easy to unsubscribe (=opt-out)


Behavioural targeting in email


eCRM: Event-triggered emails

Source: Econsultancy Census

Email and Direct mail together

Source: Econsultancy/ BCA
research

email marketing
• The right message to the right person at the
right time
• Sales lead „nurturing‟
• Telephone follow-up by sales team
• Monitor and analyse response
• TEST! TEST! TEST!


Email marketing works over time


Affiliates


Affiliate marketing
• Partnership between owners of two websites
with overlapping customer/ user profiles.
Typically:
• Merchant is an ecommerce Retailer
• Affiliate is an online Publisher
• The affiliate places ads on their site to drive
traffic/sales for the merchant
• The merchant pays the affiliate a commission
(= revenue-share) for traffic directed to the
merchant‟s site (eg PPC or PPLead/Sale)

Affiliate marketing

• Eg. ITV Sports (affiliate)+ Betfair (merchant)
• Amazon.com created world‟s first major
affiliate program
• For affiliate, „money for nothing‟
• For merchant, affiliate is auxiliary sales force
• Emergence of affiliate networks to broker deals
- represent the merchants; find affiliates for
them

Affiliate networks


Tips: Affiliate marketing
• For Merchants:
-Vet and monitor your affiliates

• For affiliates
-Watch who you affiliate with


Viral


What makes a great viral video?
• A GREAT IDEA
• SEEDING
• LUCK

“No-one ever went broke underestimating
the intelligence of the American public.”
Henry Mencken


Sometimes you make it really big
• Annoying Orange
• Roger Federer Trick Shot

• Tipp-Ex Hunter/Bear
• Old Spice Guy
• Will It Blend?


Mobile


Mobile Marketing
“Mobile is...the most intriguing/perplexing
medium. Over the short-term, it is quite
possibly the most over-hyped marketing
channel...Yet taking the long view, it could
be the most under-hyped.”

Sir Martin Sorrell, CEO, WPP 2010


Quiz
• OMG
• LOL
• BTW
• IMHO
And now:
• POS
• H8
• H9


Mobile
• We've come a long way since Motorola
developed first mobile phone in April 1973;
launched in 1983 at retail price $3,995
• Phones increasingly powerful
• Multi-function portable computers
• Voice almost incidental
• PC experience on device in pocket?
• Exciting new technologies (AR, location
-based services, translation +++)

Mobile
• 700million Chinese citizens have a mobile:
500million via China Mobile
• 8million new subscribers sign up each month
• 425million mobile subscribers in India
• 12million signing up each month
• Mobile eclipsing PC as preferred way of
accessing the internet in these countries
<Source: WPP 2010>


Mobile
• First mobile marketing was SMS (text) messages
• Then banners on mobile internet sites
• The iPhone has been a true „game-changer‟
• January 2011: Apple announced 10 billion apps
downloaded since launch of App Store
Summer 2008
• Now most popular handset in US (Nielsen 2010)


Mobile
“The Year Of Mobile”!


2010?

2011?

Next big thing?
http://www.youtube.com/watch?v=h2OfQdYrH
Rs

WORD LENS


QR codes - big in Japan
• http://www.youtube.com/watch?v=B3lrcOh
mp9g


Mobile

• Beware the hype <Marketing magazine>
• Mobile will grow; but over time
• PC is different experience from laptop
• Laptop different from mobile
• Users expect different things in different
usage situations
• Horses for courses
• It will happen!


Measuring
your success

Measuring Digital
• In Digital you can measure EVERYTHING
BUT:
• Data is not information
• What are your objectives?
• What are your KPIs?
• What does success look like?
• Measure the important things
• ACTIONABLE ANALYTICS


Web Analytics


Web Analytics
• Many analytics tools are free
• You can count how many people clicked
on your ad (display or PPC)
• You can count how many reached your
landing page
• You can track what happens next
(eg: go to checkout/ buy/abandon basket)


• Various tools are available
• Many are free
• Start simple
• Measure the big things
• In time, invest in paid-for tools
• Bear in mind your objectives
• What do you need/want to measure?


Web analytics

“Google Analytics is a fantastic tool: from the
moment you arrange to have the tracking
code installed and you experience the thrill or
angst of your first reports appearing , showing
how real people are interacting with your
business.”

Dr Dave Chaffey, Customising Google
Analytics for your business
smartinsights.com/February 16, 2010


Test everything...that matters

• Web analytics is closely linked with usability
• Users are increasingly sophisticated
• Disloyalty is only one click away
• You‟re competing with Amazon, BBC, eBay
• Don't test everything at once (!)
• Continuous improvement
• Remember things change...


Small changes...


B

...can make a big difference


A

Asda Homepage redesign


A
Test everything...that matters


Measuring your success

IN CONCLUSION:

• Use mix of experience, judgement and
experiment
• Just because it is possible: doesn‟t mean it‟s
right
• Remember the brand; is every communication
„on strategy‟?
• Learn and refine

Who‟s doing what?


THE BRAND – TIPP-EX
• Owned by the BIC Group
• An old-fashioned stationery
product
• The market leader in Europe
• Targeting students and office
workers


THE CHALLENGE
• Needs to remain relevant in
the internet age
• Boost sales during the back-
to-school period
• Wanted to become the
preferred correction
product brand amongst
students


CREATIVE SOLUTION – TIPP-EX
• PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”


• VIDEO / ONLINE DEMONSTRATION



• 30 sec YouTube video with two options at the
end – to shoot the bear or not.
• The viewer is then taken to the „Tipp-Experience‟
(a page that looks like a YouTube video, but is a
full-page Flash file.)
• The viewer is able to type in any keyword (verb),
re-write the story and change the interaction
between the bear and the hunter.
• 42 different endings were produced (dances,
fights, etc)
• Paid YouTube banner for the first 24h of the
campaign
• Seedings through social media
• Only online, no other media used


• Interview with Thomas Granger, Creative
Director of Buzzman


RESULTS
ONE WEEK AFTER THE LAUNCH:
• -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION
TIMES
• -THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS,
SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED
MORE THAN 10 000 TIMES!
• -THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS
ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN
“INNOVATION SHOWING YOUTUBE‟S FUTURE”.

-EACH USER:
• SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN; USUAL
AVERAGE TIME SPENT IS 2 MINS
• MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT


RESULTS
• BEFORE THE CAMPAIGN, TIPP-EX HAD
AROUND 100 + SOCIAL MEDIA MENTIONS
PER DAY.


RESULTS
• 12 MILLION VIEWS FOR THE TEASER CLIP +
• MORE THAN 30 MILLION VIEWS FOR THE TIPP-
EXPERIENCE CHANNEL. (TARGET 1 MILLION
VIEWS)
• 217 COUNTRIES CONNECTED TO THE TIPP-
EXPERIENCE PAGE
• SALES INCREASE MORE THAN 25% YEAR ON
YEAR
• HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700
000 EUR

KEY LEARNINGS
• REACH YOUR AUDIENCE THROUGH A
RELEVANT CHANNEL
• UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE
BUZZ FADES QUICKLY AS WELL
• CREATIVE SOLUTIONS CAN WORK FOR
“BORING” PRODUCTS
• „PLAYABILITY‟ („GAMIFICATION‟) DRIVES
VIRAL SUCCESS


THE BRAND –
COMPARE THE MARKET


THE BRAND –
COMPARE THE MARKET
• Car insurance price comparison site in
the UK
• In their own words:
• ”comparethemarket.com is designed
for everyone who has better things to
do with their time than look for
insurance!”


THE CHALLENGE
• Cluttered and
competitive market

• Low interest, low creativity

• „Distress purchase‟


CREATIVE SOLUTION


CREATIVE SOLUTION

Market

 Meerkat


CREATIVE SOLUTION – COMPARE
THE MEERKAT
INSIGHT
• Google AdWords prices:
• “Compare The Market” = 5 GBP per click
vs. “Compare The Meerkat” = 0.05 GBP per
click


CREATIVE SOLUTION
-COMPARE THE MEERKAT
• VIDEO


CREATIVE SOLUTION
- COMPARE THE MEERKAT


CREATIVE SOLUTION
- COMPARE THE MEERKAT
• Use of social media:
• 3,865 tweets; 36,424 following; 41,414
followers


UK GOES MEERKAT MAD?


THE MEERKAT
• In their own words
• VIDEO / VCCP, Steve Vranakis


RESULTS
• TRAFFIC TO COMPARETHEMARKET.COM
UP BY 186% IN THE FIRST 12 WEEKS
• QUOTE FIGURES INCREASED BY 80%
• COST PER QUOTE REDUCED BY 73%
• INCREASED MARKET SHARE OF UK INSURANCE
COMPARISON SITE VISITS BY 76% IN FIRST 9
MONTHS OF THE CAMPAIGN
• MONEYSUPERMARKET.COM LOST 25% OF VISITS,
CONFUSED.COM DROPPED 5% AND
GOCOMPARE LOST 32%


RESULTS
• LOADS OF FREE PUBLICITY
• NEW MEDIA AGE
EFFECTIVENESS AWARD
• CHRISTMAS 2010 “A
SIMPLES LIFE” WAS THE
2nd BEST SELLING BOOK
IN UK (!)
• A LONG-LASTING
CAMPAIGN:
• NOW IN ITS THIRD YEAR

SUCCESS FACTORS
AND KEY LEARNINGS
• INTEGRATED PLATFORM USAGE – TV, WEBSITE,
FACEBOOK, Twitter
• BRAND RE-ENFORCEMENT – THE CREATION OF
A SPOOF SITE CALLED „COMPARE THE
MEERKAT‟ AS FORM OF BRAND EXTENSION.
AFTER SEVERAL EXPOSURES TO THE TV AD,
„COMPARE THE MEERKAT‟ BECOMES
SYNONYMOUS WITH „COMPARE THE MARKET‟
• USE OF HUMOUR – VIRAL ELEMENT (VIA
YOUTUBE, Facebook)


SUCCESS FACTORS
AND KEY LEARNINGS
• IDENTIFIABLE CHARACTER – SOMETHING FAMILIAR
AND LOVEABLE ABOUT THE BRAND.
• COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE
AND AGGREGATOR.
• ALEKSANDR OF COMPARE THE MEERKAT IS
HUMOROUS AND WARM

• USE OF SOCIAL MEDIA TO CREATE LONG-LASTING
CONVERSATION

• HIGH-QUALITY EXECUTION


THE MEERKAT
• VIDEO /bloopers


Simples!


THE BRAND – UK TRADE &
INVESTMENT (UKTI)


THE BRAND – UK TRADE &
INVESTMENT (UKTI)
• UKTI has helped many thousands of UK
businesses achieve global export success

• UKTI‟s aim is to boost British export business by
increasing the reputation of the UK in leading
overseas markets as „the international
business partner of choice‟


THE CHALLENGE
• To encourage UK businesses to export their
products and services

• Wanted to create an easy-to-use online
tool and information resource with the aim
of engaging 10,000 UK businesses


THE SOLUTION
• Developed a website plus teaser gadget within the core site
to engage visitors
• Combining sources of data from Google to enable UK
businesses to easily evaluate global export opportunities
• The gadget gives business owners access to Google‟s market
insight in a form that is specific to their business
• The tool uses the latest AdWords API, building keyword lists and
providing projected data on paid search campaigns +
suggested bids, monthly search volumes
• Users can build a combined market attractiveness score for
each market


THE SOLUTION


THE SOLUTION
IN THEIR OWN WORDS
VIDEO / Essence, Matt Isaacs

VIDEO:Arena Flowers

http://www.youtube.com/watch?v=45ZlA5lCzaE


RESULTS
• THE SITE ACHIEVED 22,000
UNIQUE USERS WITHIN 3
MONTHS

• EXCEEDED TARGET
BY 120%

• WINNER, UK‟S DIGITAL
EFFECTIVENESS AWARDS


KEY LEARNINGS
• GOVERNMENT AND PRIVATE COMPANY JV
• SEARCH WORKS FOR B2B AS WELL AS B2C
• MAKE USE OF EXISTING TOOLS (e.g GOOGLE
API)
• INTELLIGENT USE OF DATA BRINGS NEW
INSIGHTS


What‟s Next?


7 things that are going to be
big(ger) in digital marketing - soon


First thing
Mobile esp. Android phones Vs. iPhone

• iPhone has been a „game changer‟
• Google Android platform is bringing
smartphones to the masses
• iPhone apps have been high impact but for
the few and mainly disposable
• Android apps will find a significant market
• Augmented reality, location-based services
• Mobile will come into its own


Second thing
Social Media (again)
Companies will get their act together
• Set objectives
• Plan staffing
• Interdepartmental teams
• Clear guidelines
• Empower key people
• Listen before you speak
• „Joined - up social media‟
Budgets moving from traditional to digital and from
„traditional digital‟ (online display and search) into SM

Third thing
Online video display advertising

• The power of TV
• User in control
• Customised to your preferences
• Available on demand
• „Killer app‟
• Follow the guidelines
• Easy to opt-out

Fourth thing
In-game advertising

• If you create the game you can build in ads
• Everything can be for sale
• Name awareness less powerful than full integration
into plot/ story (product placement)
• Growing area as consumer leisure patterns change
• COD Black Ops was biggest entertainment launch
EVER
• Hybrid products (game/TV show/ website)
• „Gamification‟ – FarmVille, Mafia Wars, Foursquare


Fifth thing
Tablet computers (following Apple iPad)

• Not a mobile device
• Not a laptop
• Doesn't support Flash

BUT:

• Very intuitive web browsing experience
• „Powerful enough‟
• Has created a new sector
• iPad 2 will be more powerful (and no more expensive)
• More tablets will be launched

http://www.youtube.com/watch?v=R2bLNkCqpuY


Sixth thing
Search is changing
• a) Bing challenging Google?
• Microsoft-Yahoo deal clears regulation (US and EU)
• Real competition in search?
• Microsoft making big plans
• Google innovating all the time
• A long way to go...

b) Real-time search means 'real-time SEO„
• Twitter posts previously ignored may be relevant
• Recency is powerful: “what are people saying about X right
now?”
• Much of Facebook invisible to Search Engines
• Social media converging with off-site SEO (tweets drive traffic)

Seventh thing
Big Ad agencies getting into Digital; end of the „d‟ word?
“Yes”
They have the client relationships
They have clever planners
They can offer strategic and creative integrity
They are aware where the money is going...
______________________________________________________
“No”
Slow to move/ change
Not into techie stuff/ eCommerce
Sub contract digital out to specialist agencies anyway(!)
Still in love with TV...


Consistency
• Ad agency planners used to say:

“Your brand should behave like a friend. The
same person on the phone, in a letter or in the
pub.”

• INTEGRATED MARKETING: catalogue, phone call,
sales visit, website, email


All elements of your marketing can
and should work together


Big ideas still matter
“It takes a big idea to attract the attention of
consumers and get them to buy your product.
Unless your advertising contains a big idea, it
will pass like a ship in the night. I doubt if more
than one campaign in a hundred contains a
big idea.”

David Ogilvy
http://www.youtube.com/watch?v=suRDUFpsHus


Digital Marketing Budget
Allocation


Don‟t embrace „the future‟ for the sake of it

“The future‟s already here, it‟s
just unevenly distributed.”
William Gibson, 1999

Source: Blue Latitude/ ISBA

Past and future will always co-exist

The past is still here too – it‟s just
so evenly distributed that it
blends into the background

Source: Blue Latitude/ ISBA

Remember „the old stuff‟ still works too!


Remember „the old stuff‟ still works
too!


The future?

• Increasing integration of Digital into the
Marketing Mix

• Yes: it‟s all marketing

• No: digital is special/ different

• Maybe: OK but give it another 10 years...


• Digital marketing can generate response
So, when all‟s said and done…
and build brands
• Experiment and learn
• Set clear objectives
• Measure results and benchmark
• Consider the overall effect of the
communication
• No-one has all the answers
• Your next campaign can always be better!


Summary

• Digital marketing is new
• Its changing fast
• We‟re all learning
• Try new things
• Find out what works and do more of it
• Fit digital in alongside your offline work


Summary

• It‟s all new
• It‟s exciting
• It‟s changing
• There are few rules but do learn them
• Use your judgement
• TEST!
• Learn More!
• Be more successful!
• Pretty Cool huh?

It‟s Digital

• Pretty Cool huh?


Thanks and
let‟s connect!

Mike Berry
uk.linkedin.com/in/mikeberrylinkedin
blogbymikeberry.blogspot.com
twitter.com/mikeberrytweets

Mike berry idm ghent june 7 2011 copy

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