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Successfully IntegratingOnline & Offline Marketing
Campaign elements
24 November 2009
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Peter Fitzgerald
Director, CRM & Digital - New Media EdgeVietnam
Nam Do
Director, CRM & Digital - New Media EdgeThailand
The Speakers
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Edge GroupSouth East Asia
VietnamThailand
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The Topic
Successfully IntegratingOnline & Offline
Marketing Campaign elements
Digital 101 Track
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What are we going to cover?
What integrated marketing means
What‘s feasible in Vietnam TODAY
How to integrate and track
Why do it
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That word… Integrated
• A Marketing Buzzword
….CRM, 1 to 1
• Overused ….should be banned?
Integrated isn‘t just TV + Print +online
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Integrated is…
―…where all aspects of marketingcommunication such as advertising,
sales promotion, public relations, anddirect marketing work together as aunified force, rather than permitting
each to work inisolation.‖
Wikipedia
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“…working as a unified force…”
• The more integrated, themore efficiently your
campaign should be able todeliver your brandmessages.
• Tracking: which campaignelement delivers mosteffectiveness & value.
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OfflineOnline
TV
Advertorial
eventmicrosite
m
o b i l e
banner
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Integrated in Vietnam means…
BrandX
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Why is online so important?
25% of VN’s population is online, but online advertising is about 1% of total advertising spend.
ADMA
Scale 20 million users (Vietnam)
Growth
Profile
The Gap
Young, urban, high net worth, educated.
47 million by 2013?
Frequency 2-3 hours per week
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Who’s advertising
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What to measure online?Some common 101 terms
http://www.webtrends.com/Education/
Total Visitors
Total number of visitors to a website. A sum
of all the unique visitors activity.
Unique Visitors
New Visits
Time on site
Number of single users who visit a website over time. A unique visitor can have multiple visits.
Number of people who visited your site for the first time.
The length of time each visitors stays on
the site. Depending on the function of the site, usually the longer the better.
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What to measure online?Some common 101 terms
http://www.webtrends.com/Education/
Bounce rate Measure of visitors which leave the site immediately. Banner advertising will increase the bounce rate.
Conversions
Impressions
Search
A specific on site activity such as registrations, purchase, or download. Many online campaigns will have conversion as their objective.
The display of an online advertisement (usually a banner ad) to a web site visitor.
Both paid and non-paid search can generate a lot of traffic. You should have a search strategy for your site.
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Where does online fit in?
The answer is that all of these are valid, but 2nd & 3rd are more powerful.
Is it like print since itemploys small ads,
mixed in with content, ona page?
Or should a directresponse model beapplied to onlinebecause of itsinteractivity?
Or because of streamingcapabilities of websites,should it be likened to
television?
Most advertising in VN issold as fixed display.In other developedmarkets, sold by
impressions
Why not tell your agencyhow many leads you
need, and pay them perlead?
You can measure thenumber of views, hencecalculate the total reach.
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Campaign for “Brand X”
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
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Integrating search
• Searches on Google, Yahoo etc deliver FREE traffic
• Search is often forgotten by marketers
• If you‘re advertising on TV, check to see the results of a search with
that brand name.
• People research online before they buy.
• Consider using key word marketing as a tactical tool to drive sitetraffic.
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Tracking offline traffic
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
2. Remaining traffic canbe from ATL or other
sources.
1. Use Google Analyticsto identify banner and
Search traffic.
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Google report
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Google report
From Bookmarks, typing urlinto Browser, unknown (can
often be banners)
From another url, due tobanner advertising or links
From search engines –
Google, Yahoo, Bing
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Separate urls aid tracking
www.brandX.com.vn
brandX.com.vn/tvcampaign
brandX.com.vn/prcampaign
default url
tv advertising
Print advertising
brandX.com.vn/radcampaign Radio advertising
tn.info@brandx.com Emails from Than Nhien
newspaper advertising.
Tell your agency if you are going to promote the website in off-line channels, so you can decide if you want to track trafficsource.
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Serving & Tracking banner ads
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
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Use ad networks
Wonder Campaign
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NMEs Media Serving Methodology Benefits
• Targeting for entire virtual network for control and consistency
• Targeting based on geo-location (city level granularity)
• Cookie tracking throughout networks
• Frequency cap
• Sequential 1-2-3
• Serve different content based on previous impression viewed
• Optimization based on performance in real-time
• Ease of creative update
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Behavioural Sequencing
• User interactions determinewhich ad is shown next insequence
• Encourage user through thedecision making cycle
• Unlimited creative ‗paths‘ help
improve conversion rates
1st 2nd 3rd
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Déjà vu: Retargeting
Prior to Impression Ad
Unknown
Site Visitor
Participant
• Re-target ads based on previous behaviouracross media properties
• Cross-sell/Up-sell to maximize ROI
• Build valuable user database over time
• Who has never visited your site• Who has visited your site
• Who is active participant on your site
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How to track interaction online advertising
A-wareness
I- nterest
D- ecide
A- cquire•Ad Exposure
•Panels Imps
•Site Traffic
•Click / CTR
•Interaction *
•Brand Interaction Time*
•Participation in site*
• Time Spent in Site*
•Action / CPA
•No. of Registrants•No. of Download
•Total ROI•Sale Volume thatleverage the campaign
•Market Share•The strength of Brandin comparison tocompetitors
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BUY
Be There — Every Step of the Way
RESEARCH
CLICK
Perceived Path to Conversion
INTERACT
SEE
Actual Path to Conversion
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eDMs as a campaign element
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
eDM
Launch campaignDrive repeat visits
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Driving repeat visits
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Driving repeat visits
Free baby-related
content based onyour child‘s age
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How to track impact of eDMs
Measure• Delivery rate• Open
• Click• Conversion rate• Forward to a friend• Unsubscribe rate
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eDMs Rules
• Don‘t spam – it is counter-productive
• Signup Confirmation
• One-Click Unsubscription
• Personalization
• Have a clear call to action – it‘s direct
marketing
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eDMs Rules
• Tuesday / Wednesday = Increased Response
• Consistency is the Key
• Repeat Email Communication
• The Half-a-Second Subject Line
• The Preview Pane
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Email works in Vietnam!
eDM – ―visit website to see this month‘s
winners‖
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Integrating events
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
eDM
Event
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How to track events
At the event, ask the attendees to send an SMSmessage to a short code to enter into a prize draw.
SMS ePrize Draw
Automated system will notify winner at the event.
Analyze the phone numbers and compare withmember database:
•which members attended•new members
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augmented reality at events
AR is creative way to track attendance at events.
Send invitations which contain a unique AR code.
Laptops at event track attendance and winners.
AR demo
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AR video
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Integrating to a database
TV
Print PR
Bannerads
Website
Database
Bannerads
Bannerads
Search
eDM
Event
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How to track database interaction with yourwebsite brand
Use cookie to track member‘s interaction with website
• Session management
• Login, shopping cart
• Personalization
• My.website.com, skin
• Tracking
• URL, date/time, requests
Improve targeting and optimization of future messages
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Dashboard reporting
Combine your campaign KPIs into an easy to access onlinedashboard
KPIs should be based on the objective of the campaign.
For example, how will you track how often your customers log-in toyour website; how many attend your event; how many purchase yourproduct?
Plan how to integrate & track on & offline channels (before thecampaign begins)
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www.khongngungbuoctoi.com
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Recruitment
online eventsmember get
member
deduplication
Memberdatabase
Dashboard
reporting
Member comms
(eDM)
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Campaign Dashboard
Control Panel
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Control Panel
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Control Panel
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Why do this?
Why Understand the relative contribution of
digital to the overall campaigns?
Unless we can quantify the contribution of digital to the totalmarketing ROI, digital runs the risk of not being given thecredit – and budget – that it‘s due.
Why is this important?
We all believe that digital will play an much larger role inmarketing in the future.
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Summary
1. Advanced online technologies are available in Vietnam rightnow.
2. Email is only just emerging as a powerful marketing tool in
Vietnam.
4. Online marketing spend will grow very quickly, as the gapbetween spend and audience size is reduced.
5. Tracking the relative spend from different media sources willallow marketers to understand the relative contribution of eachmedia channel, and adjust their strategy & spend accordingly.