V90min Managing Marketing In Downturn Economy

How to manage you marketing
in a downturn economy

By Damon Segal - GMN Advisory Council
Wednesday, 17 June 2009

How to get customers

2009 © www.damonsegal.co.uk

Should we stop marketing?



Steve Jobs
CEO Apple



Steve Jobs
NO
CEO Apple


Now is the time to refocus your marketing
budgets not cut them.
36% reduction in traditional marketing

83% of businesses maintained or
increased their online marketing.

Why is this?
Survey carried out by MarketingSherpa of 407 US Companies asked in March 08, what they
are doing with marketing budgets.


Because.

Sam, age 6 can already
use Google to find what
he wants to buy online


Because.

Source: http://www.statistics.gov.uk

Because.
• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population)


Because.
• 48% of Europe & 78% of North America use the web


Because.
• How many 16–24 in the UK accessed the web in last 3 months


Because.

90% 16-24


Because.

90% 16-24
80% 25–44


Because.

90% 16-24
80% 25–44 75% 45–54


Because.

90% 16-24
80% 25–44 75% 45–54
59% 55–64

Because.

90% 16-24
80% 25–44 75% 45–54
59% 55–64 24% 65+

WHO IS THIS?

TIM BERNERS-LEE
IN 1989 HE INVENTED THE
WORLD WIDE WEB

INTERNET MAP



INTERNET MAP
Asia Paciﬁc - Red
Europe/Middle East/Central Asia/Africa - Green
North America - Blue
Latin American and Caribbean - Yellow
RFC1918 IP Addresses - Cyan
Unknown - White



THE INTERNET
• 1957 the United States formed the Advanced Research Projects Agency
(ARPA) within the Department of Defense.

• 1957 - 1995 see http://www.isoc.org/ the The Internet Society (ISOC)

• October 24, 1995, the Federal Networking Council (FNC) unanimously
passed a resolution deﬁning the term Internet.


THE WEB TODAY


THE WEB TODAY
1 trillion (as in 1,000,000,000,000) unique URLs
on the web at once!


THE WEB TODAY
on the web at once!

1,574,313,184 users world wide


THE WEB TODAY
on the web at once!


UK Online sales for the ﬁrst six months of 2008
were up 24% to £26.5bn


THE WEB TODAY
on the web at once!


UK Online sales for the ﬁrst six months of 2008
were up 24% to £26.5bn

UK online advertising spend £1.6bn in ﬁrst six
months of 2008


What method of marketing will
save money and increase ROI?

UK Media spend
Jan-Jun 2008
Television
Press - Display
Internet
Classiﬁeds
Direct Mail
Directories
Outdoor

Radio
Cinema

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC


UK Media spend Television
21.7%

Jan-Jun 2008
Television
Press - Display
Internet
Classiﬁeds
Direct Mail
Directories
Outdoor

Radio
Cinema



21.7%

Jan-Jun 2008
Television
Press - Display Press - Display
19.3%
Internet
Classiﬁeds
Direct Mail
Directories
Outdoor

Radio
Cinema



21.7%

Jan-Jun 2008
Television
19.3%
Internet
Classiﬁeds
Direct Mail
Directories
Outdoor Internet

18.7%
Radio
Cinema



21.7%

Jan-Jun 2008
Television
19.3%
Internet
Classiﬁeds Classiﬁeds
Direct Mail 14.6%

Directories
Outdoor Internet

18.7%
Radio
Cinema



21.7%

Jan-Jun 2008
Television
Direct Mail
Press - Display 11.2%
Press - Display
19.3%
Internet
Direct Mail 14.6%

Directories
Outdoor Internet

18.7%
Radio
Cinema



21.7%

Jan-Jun 2008 5.1%

Television
Direct Mail
Press - Display
19.3%
Internet
Direct Mail 14.6%

Directories
Outdoor Internet

18.7%
Radio
Cinema



21.7%

Jan-Jun 2008 5.1%
5.1%

Television
Direct Mail
Press - Display
19.3%
Internet
Direct Mail 14.6%

Directories
Outdoor Internet

18.7%
Radio
Cinema



Year on year growth for Jan-Jun 2008

Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – ofﬂine only


Year on year growth for Jan-Jun 2008
30%
26.09%

23%

15%
11.9%

8%

0%

-0.09%

-2.38% -1.41%
-4.21% -3.96%
-5.87% -8%

-9.9%

Classiﬁeds Direct Mail Outdoor Directories Display Radio Television Cinema
H1 2008 Internet

Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – ofﬂine only


Top 10 Digital Marketing Tactics


1. Search Engine Optimisation (SEO)


2. Google Adwords (PPC)


3. Usability (WOM)


3. Usability (WOM)
4. Social Media Optimisation (SMO)


3. Usability (WOM)
5. Directory Advertising


3. Usability (WOM)
6. Display Advertising


3. Usability (WOM)
7. Online PR/Articles


3. Usability (WOM)
8. Afﬁliate Marketing


3. Usability (WOM)
9. Viral Marketing


3. Usability (WOM)
9. Viral Marketing
10. Email Marketing


?

3. Usability (WOM)
9. Viral Marketing
10. Email Marketing


Improved site design with optimisation =
increased trafﬁc and retention

2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory


October



October

August


?

October

August


Focused/Targeted Google PPC
Adwords = more trafﬁc, less cost
Clicks vs Costs
£4953
5000 £4795
£4339

3750
3112 CLK
3373 CLK

2500

£2055

1848 CLK
1250 1715 CLK

RESTRUCTURE PERIOD
0
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008

Sum of Clicks Sum of Total Cost

2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Ofﬁces International

Clicks vs Costs
£4953
5000 £4795
£4339

3750

from £2.71
3112 CLK
3373 CLK

2500 to £1.29
per click £2055

1848 CLK
1250 1715 CLK

RESTRUCTURE PERIOD
0



?
Clicks vs Costs
£4953
5000 £4795
£4339

3750

from £2.71
3112 CLK
3373 CLK

2500 to £1.29
per click £2055

1848 CLK
1250 1715 CLK

RESTRUCTURE PERIOD
0



Usability is not guess work.



Conversions on PPC enquiries


?


Conversions on PPC enquiries


Targeted Facebook PPC
Part of SMO = demographic perfection


Social Media, How targeted can
you be? Cobra Beer Example
• I want to reach people between 21
and 60 years old in the United
Kingdom who like Beer, Good Beer,
drinking beer, Indian Food, or Curry.
• Facebook Audience (UK) ≈ 224,200
• Facebook Audience (USA) ≈ 436,620

How targeted can you be?
Loan Example
• I want to reach people between 25
and 45 years old in the United
Kingdom who are Married With
Children, like Kids, Children, on the
Property Ladder.

• Facebook Audience (UK) ≈ 101,220

Martin (MD) - First Financial (UK) 2008 © www.damonsegal.co.uk

Social Media
Number of Members

CEO/MD Level 24,840

Director 57,680

Executives 12,280

Secretary 22,440

0 15,000 30,000 45,000 60,000


?

Social Media
Number of Members

CEO/MD Level 24,840

Director 57,680

Executives 12,280

Secretary 22,440

0 15,000 30,000 45,000 60,000


Value Comparison


Magazine Advertising vs SMO


• Quarter page advert £6,435 -
Circulation- 427k


• Quarter page advert £6,435 -
Circulation- 427k

• Full Social Media campaign,
reaching:
15 social sites,
12 forums,
2 press releases,
100 social bookmarks,
posts and profile management
and reporting £6,500 per month -
Reach 250 million +


National Press vs PPC


• Full page - firm day in The Sun
£55,502, 8 million readers a day,
possibly 0.1 - 0.2% traffic to site
16,000 visits = about £3.50 cpr


• Full page - firm day in The Sun
£55,502, 8 million readers a day,
possibly 0.1 - 0.2% traffic to site
16,000 visits = about £3.50 cpr

• £55,000, PPC at £1 per click
55,000 specific targeted visits
55,000 visits = £1 cpr


Direct Mail vs Direct Email



• 100,000 postcards printed and
posted approx £30k 1-2%
Response Rate
- £15 cpr



• 100,000 postcards printed and
posted approx £30k 1-2%
Response Rate
- £15 cpr

• 100,000 Direct e-mails
sub £10k 2-5% Response Rate
- £5 cpr - £2 cpr


Bill Boards vs SEO


Bill Boards vs SEO
• 4 Billboards for 1
month £3200
low response and
short lived


Bill Boards vs SEO
• 4 Billboards for 1
month £3200
low response and
short lived

• £3,200 per month
would fund, SEO
and Link building for
1 month long term
high level exposure
to specific audience


Think Strategy


DIGITAL STRATEGY - GETREAL
Having your digital strategy clear is the key importance to the success of your
online presence. There are 7 steps to deﬁning and delivering your digital strategy.
I call this process GETREAL

•Goal Setting •Responsibility
•Every Detail •Engagement
•Time Frame •ActionPlan
•Leadership


GOAL SETTING

EVERY DETAIL

TIME FRAME

RESPONSIBILITY

ENGAGEMENT

ACTION PLAN

LEADERSHIP

G E T

R E A L


JUST BECAUSE WE THINK
WE KNOW WHAT WE NEED,
IT DOESN’T MEAN THAT’S WHAT
OUR CLIENTS ARE LOOKING FOR


Understand what your
customers want


customers want

Surveys


customers want

Surveys
Testing


customers want

Surveys
Testing
Research


customers want

Surveys
Testing
Research
Market trends


customers want

Surveys
Testing
Research
Market trends
Find the pain


Customers do not
know what they
don’t know


Customers do not
know what they
don’t know

Innovation


Customers do not
know what they
don’t know

Innovation
Visionaries


Customers do not
know what they
don’t know

Innovation
Visionaries
Entrepreneurs


Customers do not
know what they
don’t know

Innovation
Visionaries
Entrepreneurs
Technologists


Customers do not
know what they
don’t know

Innovation
Visionaries
Entrepreneurs
Technologists
Scientists


CHECK YOUR
COMPETITORS
Related Google search - google.co.uk

Trafﬁc volume check - compete.com

Link popularity - seocentro.com/tools

Site popularity - alexa.com

Blogsearch - google.co.uk/blogsearch

News Search - google.co.uk/news


Big Brother


Marketing Success
Pyramid


Marketing Success
Pyramid

Unaware


Marketing Success
Pyramid

Aware

Unaware


Marketing Success
Pyramid

Want

Aware

Unaware


Marketing Success
Pyramid

Got

Want

Aware

Unaware


Marketing Success
Pyramid

Advocate

Got

Want

Aware

Unaware


Marketing Success
Pyramid

Advocate

Got

Want

Aware
Identify
market
Unaware


Marketing Success
Pyramid

Advocate

Got

Want
Points of Parity
Aware and Difference
Identify
market
Unaware


Marketing Success
Pyramid

Advocate

Got
Value
Proposition
Want
Points of Parity
Identify
market
Unaware


Marketing Success
Pyramid

Advocate
Positive
Got Reactions
Value
Proposition
Want
Points of Parity
Identify
market
Unaware


Marketing Success
Pyramid

WOW
Factor
Advocate
Positive
Got Reactions
Value
Proposition
Want
Points of Parity
Identify
market
Unaware


You only get one chance at a
Make it a good one
ﬁrst impression

When you get marketing wrong



Hoover's free ﬂights promotion
was launched to a wide-eyed
British public in August 1992



Hoover's free flights promotion
was launched to a wide-eyed
British public in August 1992

The cases continued
for six years after the promotion
first started. About 220,000
people did eventually fly


When you get your marketing right!


How do you manage your marketing
in a downturn economy...


How do you manage your marketing
in a downturn economy...

FACE

The FACE of Digital
Marketing is:-


The FACE of Digital
Marketing is:-
Flexible


The FACE of Digital
Marketing is:-
Flexible
Accountable


The FACE of Digital
Marketing is:-
Flexible
Accountable
Controllable


The FACE of Digital
Marketing is:-
Flexible
Accountable
Controllable
Effective


Be Specific


Be Specific
Be Targeted


Be Specific
Be Targeted
Be Found


Be Specific
Be Targeted
Be Found

Believe

stio ns?
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Email: d@agi.co.uk Call: 07770 381881


V90min Managing Marketing In Downturn Economy

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