Loud - Digital Download - Week 5

Digital Download
Session 5

11th April, 2011
Monday, 11 April 2011

Before we start....


Digital Quiz


Digital Quiz

1. What % of the online advertising market does
performance display make up in AU?


Digital Quiz

25%


Digital Quiz

25%

2. How many credit card details does iTunes have?


Digital Quiz

25%

200,000,000


Digital Quiz

25%

200,000,000

3. What does facebook advertising allow you to do?
Specifically target all of your ads, talk to a wider
audience


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


Transact - what’s happening?

• 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


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 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


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


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
• Constantly explore learn about what else Google are


Week 4 Homework
NO EXCUSES!


Week 4 homework

• Pick one of your clients
• Review their transaction activities online (data
capture or eStore)
– 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 4 homework

• Review their transaction activities online (data
capture or eStore)
– As a customer, would you engage with there site?
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. Online stats


Great marketing charts/
stats sites


Jargon time out!
Any questions before we get started?


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 Retain?


What else is Retain?

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 Retain?
Encouraging consumers to stay in touch with brands

1. eCRM 2. Key take outs


ny marketing related emails do you
1. How ma
receive a week?


1. How ma
receive a week?
Me – 350


1. How ma
receive a week?
Me – 350

s are the ones that catch your eyes
2. Which email
encoura ge you to open?


1. How ma
receive a week?
Me – 350

2. Which email
Me – Shoppin g, clothes design


1. How ma
receive a week?
Me – 350

2. Which email

emails do you actio n or click through
3. What
from?


1. How ma
receive a week?
Me – 350

2. Which email

emails do you actio n or click through
3. What
from?
Me – Discounts or offers


the average open rate for auto emails?
4. What is


the average open r ate for auto emails?
4. What is
6% (8% click through rate)


4. What is

category gets the h ighest open rate?
5. Which


4. What is

5. Which
Religio us (8% open rate)


4. What is

5. Which

the value of a custo mer on an email
6. What is
database?


4. What is

5. Which

the value of a custo mer on an email
6. What is
database?
US$948


What is CRM?
Customer Relationship Management


What is CRM?

CRM = Push + Pull

Customer Relationship Marketing


What is CRM?

CRM = Push + Pull


OR


What is CRM?

CRM = Push + Pull


OR

= Dialogue + Relationship

Open, trust, transparent Value, mutually beneficial


What is CRM?

Relationship


What is an email?


What are the different types of emails?


What makes an email successful?

Audience

Time Message


Why people open an email?

• What prompts user to open respond to emails?
54%: Products or services featured
40%: Written copy
35%: Subject line
33%: Compelling offers (e.g. discounts, free shipping)
12%: A single large image
9%: Multiple smaller images
6%: Search box within the email
3%: Recipients get text-only email

Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays

What’s happening with emails?

• How Soon Do People Open Their Email?
74.5% of opens occur within the first 24 hours
84.3% occur within the first 48 hours.

• Open Rates
The overall unique open rates stand at 12.52%

• Click Through Rates
Religious 7%
Travel 4.5%
Banking finance 4%

• Best Days to Send
Weekends the beginning of the week outperform the other days
Monday is the clear winner having both the highest open rate click rate.

Source: Email Marketing report (http://dominiquehind.wordpress.com/email


What about some more stats?

■ In 2010, 30% of total email time was devoted to commercial
emails, compared to 17% in 2005. (Merkle)
■ 90-100% of Millennials (Ages 18-33) engage in email as an online
activity. (Pew Research Center)
■ 90% of adults internet users in every age group subscribed to
emails from brands, while significantly fewer “liked” companies on
Facebook or followed them on Twitter. (ExactTarget)
■ 78% of mobile email users are also regular users of social
networking sites. – Merkle “View From the Digital Inbox 2011″
(2011)



What about some mobile email stats?

■ 78% of mobile email users are also regular users of social networking
sites. – Merkle “View From the Digital Inbox 2011″ (2011)
■ 43% of mobile email users check email four or more times per day,
compared to 29% of those who do not use mobile email. – Merkle “View
From the Digital Inbox 2011″ (2011)
■ 55% of those with an Internet-enabled mobile phone use it to check
their personal email account. – Merkle “View From the Digital Inbox
2011″ (2011)
■ 13.36% of emails are opened by a mobile operating system or device. –
Knotice (2011)
■ 8.74% of emails are opened on an iPhone, compared to 2% on an iPad,
1.9% on an Android, and 0.15% on a Blackberry. – Knotice (2011)



What about some mobile email stats?

■ 25% of Australian Small and Medium Sized Enterprises are using
mobile email as of June 2010, Mobile email also has the highest
increase between June 2009 – June 2010 with a 47% increase. – The
Australian Communications and Media Authority (2010)
■ 85% of smartphone users check their email on their smartphones (e.g.
read the subject line and from address), and 82% actually read their
email on their smartphone. – ExactTarget (2009)
■ Only 31.6% of US marketers said having an optimized mobile marketing
experience for customers is important. – eROI “The Current State of
Social, Mobile, Email Integration” (2010)
■ 45 percent of mobile users stated the best time for companies to send
e-mail is only when it is necessary as compared to 39 percent of their
non-mobile peers. e-Dialog “Manifesto for E-mail Marketers:



How are people cleaning up their inbox?


How are people cleaning up their inbox?

Many, many more:
Pageflakes, bloglines, netvibes,
etc, etc


What is social?

Social = CRM + PR + Value


What is social?

Social = CRM + PR + Value

Basic social


Before considering dialogue, you must have a base

Phase 1: Acquisition Phase 2: RM
Number

Time


Before considering dialogue, you must have a base

Phase 1: Acquisition Phase 2: RM
Number

Baileys
–
6mths Baileys
–
ongoing
Time


Five characters of CRM


Five characters of CRM

Everywhere Viral
(spammer) (S2F)

Carer Tester
Beautiful, but dumb
(seek to understand) (test, optimise)


1. ‘Everywhere’

Appear everywhere focus on
pushing their own agenda
(spammers)


Bluefly have sent over 196
emails since 1 January 2011

Jan - 59
Feb - 56
Mar - 61
April* - 20


Whey do I still subscribe?
Sales on shoes clothes....


What we can learn from Bluefly?


What we can learn from Bluefly?

1. Header (safe email, mobile, images)
2. Navigation (consistent)
3. Send to a friend
4. Creative reused
5. Social network links (integrated push)


All they were pushing is their
products/sales, but they are
trying to change (contextual)

Partnerships: Gossip Girl,
Project Runway


2. ‘Viral’

Shocks to encourage
community
(send to a friend)


Shocks = Deal
Viral = Deal Group


What we can learn from JumpOn/Our Deal?


What we can learn from JumpOn/Our Deal?

1. Relevant content (geo targeting)
2. Community (encouraging sharing)
3. Short to the point
4. Price lead (value discount)
5. Timing is important


3. ‘Beautiful but dumb’


3. ‘Beautiful but dumb’

Look forward to receiving but
they aren’t smart
(generic messages)


Apple have only sent 7 emails
since the start of the year - 3
relating to the iPad


What emails do Apple send?


Product emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. CTA


Software emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. Features
7. CTA


Event emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. CTA


Consistent CTAs


Consistent CTAs

Apple drive instore online at
the end of every email


What do Apple do well?


What can Apple improve?

http://www.slideshare.net/domhind


What can Apple improve?

Understanding the audience

(tailoring communications based on their
products interests)

http://www.slideshare.net/domhind


4. ‘Carer’


4. ‘Carer’

Ask customers what they want
tailor what they provide


A range of questions (product
interest) to make the service/
experience better


Tailored communications based
on preferences


What we can learn from XXXX/Witchery?

CRM = Dialogue + Relationship

Open, trust, transparent Value, mutually beneficial


5. ‘Tester’

Constantly test, learn
optimise

(tweak refine)


What we can learn from Ford?


What we can learn from Ford?

Baileys


Quick recap: Five characters of CRM


Three year road map
Tailor
F12
Interact

Behaviour
(smart triggers)
F11
Acquire

Establish
- Localise global assets (website
emails)
Segmentation - Develop some local assets based on
(understand the data) data
F10 - Higher level of personalised
- Integration with the website (track
- Localise global assets (website
onsite activity/actions) trigger
emails)
Foundations - Develop some local assets based on
based communications
- Customer driven communications
(set up the basics) data
- Data driven communications
- Higher level of personalised
- Acquire database
- Customer driven communications
- RM program set-up - Retention (communications)
- Data driven communications
- Localise global assets (website - Analysis of communications
- Acquire database
emails) - Data communications
- Retention (communications)
- Data rules strategy optimisation
- Analysis of communications
- Acquire database
- Data communications
- Retention (communications)
optimisation
- Analysis setting up benchmarks
- Communications optimisation


How do we measure success?

• How do we measure the success of emails?
Bounce rates
Open rates
Click through rates
Most popular articles
Number of forwards (send to a friends)
Social network links (fans post email)

• How do we measure the success in social networks?
Fans (changes over months)
Most popular articles (likes)
Comments
Linking to
Referring sites


2. What are the key take outs?
Summary

1. eCRM 2. Key take outs


Weekly homework
NO EXCUSES!


Week 5 homework

• Subscribe to their newsletter (if they have one)
– As a customer, would you respond to their emails?

• Subscribe to two of their competitors newsletters or
facebook pages (if they have one)

• 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 5

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