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7 Step Battle Plan Final

  1. 1. 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
  2. 2. 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
  3. 3. 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 © 2010 AdReady, Inc. Confidential 3
  4. 4. Helping Clients Succeed Online 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 © 2010 AdReady, Inc. Confidential 4
  5. 5. Helping Clients Succeed Online 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 © 2010 AdReady, Inc. Confidential 5
  6. 6. Helping Clients Succeed Online 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 © 2010 AdReady, Inc. Confidential 6
  7. 7. 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 © 2010 AdReady, Inc. Confidential 7
  8. 8. Bought Advertising: 1. Online Display 2. Pay Per Click (PPC) 3. Video 4. Mobile © 2010 AdReady, Inc. Confidential 8
  9. 9. But first, the funnel… 9
  10. 10. 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
  11. 11. #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 © 2010 AdReady, Inc. Confidential 11
  12. 12. #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 © 2010 AdReady, Inc. Confidential 12
  13. 13. #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
  14. 14. #1: Display Advertising (cont.) Buying platforms eliminate the friction of online display advertising: Automated Buying Platform © 2010 AdReady, Inc. Confidential 14
  15. 15. #1: Display Advertising (cont.) 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 ---- >>
  16. 16. #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 © 2010 AdReady, Inc. Confidential 16
  17. 17. #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 © 2010 AdReady, Inc. Confidential 17
  18. 18. #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. © 2010 AdReady, Inc. Confidential 18
  19. 19. #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 © 2010 AdReady, Inc. Confidential 19
  20. 20. #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 … and limitations: challenging DR performance creative costs high © 2010 AdReady, Inc. Confidential 20
  21. 21. #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: © 2010 AdReady, Inc. Confidential 21
  22. 22. #4: Mobile – defined Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices.* *Wikipedia © 2010 AdReady, Inc. Confidential 22
  23. 23. #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.) © 2010 AdReady, Inc. Confidential 23
  24. 24. #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… © 2010 AdReady, Inc. Confidential 24
  25. 25. Earned Advertising 5. SEO 6. E-mail © 2010 AdReady, Inc. Confidential 25
  26. 26. #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 © 2010 AdReady, Inc. Confidential 26
  27. 27. #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 © 2010 AdReady, Inc. Confidential 27
  28. 28. #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: © 2010 AdReady, Inc. Confidential 28
  29. 29. #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 © 2010 AdReady, Inc. Confidential 29
  30. 30. #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 … and limitations: in-house lists very limiting lots of laws and regulations © 2010 AdReady, Inc. Confidential 30
  31. 31. #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
  32. 32. 7. Social Media » Advertising on social net sites (Facebook, MySpace) » Content creation on social net sites (Facebook, MySpace) » Blogging » Twitter © 2010 AdReady, Inc. Confidential 32
  33. 33. #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 © 2010 AdReady, Inc. Confidential 33
  34. 34. #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 © 2010 AdReady, Inc. Confidential 34
  35. 35. #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: © 2010 AdReady, Inc. Confidential 35
  36. 36. 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
  37. 37. 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