| Date post: | 13-Jan-2015 |
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INTERNET MARKETING & GLOBAL BUSINESS (MKT 9764)
4/28/11 You Marketing Digital Marketing Team
Simon [email protected]
Global Search DirectorMindshare, a WPP Agency
RE: Your Digital Marketing Plan…..!
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Today’sTopics………………………
• What is a “Digital Marketing Strategy” ?
• Digital Marketing Road Map• Client briefing meeting.• Products, audiences, and
customer journeys• Digital channels to consider
based on budget and timing• Agency Roadmap• Negotiate, buy, and Place• Tracking
• Global Plans?
• How to “Sell” Your Plan
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What’s a Digital Strategy / Plan ?
Your Digital Strategy / Plan
Awareness(brand agnostic)“dry skin”
Education Consideration(Terminology and Brands)“Non oily skin lotion”
Credibility / Decision(Brand choice)“Vaseline sheer infusion trial”
Customer Journey
Your Product / Service
Consumer Needs / Desires
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Digital Road Map : Client Brief
Awareness / Branding? • Brand
recognition?• Market
Penetration?• Market
share?
Sales / Registrations?• In store
sales?• Online sales?• Registrations
?
Get Specific KPI’s• FB Likes = ? • Clicks = ?• Video Views• Time on Site• Bounce Rates• Registration = ?• How to measure
Market share
Q1: What are the goals of the campaign?
?
*** Important for Tracking Considerations! ***
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Digital Road Map : Client BriefOld Spice Really Successful?
Depends on what their KPI’s were for the campaign.# of FB Fans? Yes, successful# of Twitter Fans? Yes, very successful# of YouTube Views? Yes, very successfulInteraction on Facebook? NO – months have passed and noFacebook fan posts from OS or Mustafa. Just lots of spam.Go beyond just # of fans, followers, views but look at overall strategy. Ex: Interaction with Fans
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36 How Well Do You Know Your Consumer?
Buy Market Research
DataConduct Market
Research
• Quicker (days)• Less Expensive• Results not always as
accurate as market research
• More time (months)• Usually more
expensive• Results usually more
accurate and more specific with your product
• ** Try Facebook CPC
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37 Sample Psychographic Attitudinal
Questions
Stats / Factor Analysis of Data Reveals . . .
Source: Simmons Spring 2010 Full Year NCS/NHCS
Market Survey Get Cluster Information Demographics
Stats / Factor Analysis of Data Reveals . . .
Source: Simmons Spring 2010 Full Year NCS/NHCS
‘The Active Achiever’ W18-49 (Core 25-34)This active audience are constantly on the move. They strive to succeed in all aspects of their life and are driven by a number of social groups. They are settled but ambitious in their professional life, they have a close group of friends who socialise in their favorite places, and a tight knit family.
They consider themselves to be trendsetters and are the first among her friends to know about the latest in beauty, health, entertainment and leisure. With this knowledge, they frequently advise their friends on things like music, cosmetics, fashion, exercise, books and movies.
They are confident, secure and self-sufficient. Women in this target are willing to take risks and like to change brands often for the sake of novelty and variety. Out of work, they enjoy wide variety of activities such as dancing, playing board games, cooking for fun and planning parties*.
All of these aspects mean that this audience are time poor but ensure they enjoy life to the full.
The ‘Posh’ Target
*See appendix for data from ComScore 2010 September , MRI 2010 Doublebase and Simmons Spring 2010 Full Year NCS/NHCS
- Shares videos (Index 164)
- 71% of women say the internet and mobile phones have affected the way they share• 86% of women like to
share with friends and family
• 92% pass along info they find about best shopping deals to friends/family
- She’s Active in Social Networking (Index 130)
- Read/Write Blogs (Index 162)
- Uses the internet to socialize and meet others (Index 157)
- Women community sites are the #2 growth sector online, second only to politics.
• 117MM Myspace profiles – 63% are Women (41% W25-54)
• 110MM Facebook profiles – 55% are Women (39% W25-54)
- Uses PDA (e.g. Smartphone) to access the internet (Index 234)
- Mobile gaming is a growing channel amongst this target• Women purchase 65% of
all mobile games, while 40% of all mobile games are purchased by users age 25 to 36
- Participate in online incentive/rewards programs (Index135)
- Use Online Coupons (Index 150)
- Play/Download Online games (Index 135)
- Write on Bulletins/Message boards (Index 126)
The Posh Target is Digitally Savvy...
Source: ComScore 2010 September , MRI 2010 Doublebase, Simmons Spring 2010 Full Year NCS/NHCS
Choosing Digital Channels0
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12
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3 Digital Channels 2010 - 2011
Posh Target Passion Points
Staying Connected
Beauty
Source: ComScore 2010 September, MRI 2010 Doublebase, Simmons Spring 2010 Full Year NCS/NHCS
Shopping
Staying Active
The Digital Marketplace is Complex0
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am
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Foote
r Te
xt
Here
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6
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7 Types of Agencies (Simplified)
Tool Providers, Ad Exchanges, Special
Platforms
Media Agency
Creative Agency
Ad Copy, Design Concepts, Branding, Creatives, Video, TV, Game DesignContests.
Ex: Ogilvy, JWT, Ideo
Digital Strategy Media PlanningMedia BuyingCreative Direction
Ex: Mindshare, PHD, Starcom
Align with editorial integrations, product reviews, advertorial, etc., within hyper-targeted
environments to reinforce the science message and build
credibility
Utilize high impact and top performing units across relevant sites to cut through the clutter
and generate targeted awareness of POSH messaging
Create unique opportunities for users to engage with the brand
through use of custom content/sponsorships in display,
mobile, gaming, social media
Credibility Impact Engagement
8Search
Targeting (Demo, Behavioral, Contextual)
Video Pre-roll/FEPs
Beauty, Lifestyle Sites
Mobile/Gaming
Lifestyle, Health/Wellness Sites
GET INTO THE MOVE
Ad Networks
Unique Sponsorships
Social Media/Facebook
EDUCATION
Your Media Plan is Complete !
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9
Client Briefing
Agency conducts audience research
Agency plans media buys and
presents to client
Agency plans are presented
Client approves strategy and
media
Agency negotiates and
buys
Creative is Trafficked (and
Tracked)
Ongoing Reporting and Optimization
Summing it all up……
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0 SAP USA, Brazil, Germany, China
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1 Global Considerations
Overall Market
Strategy
Language Considerations
Local Media
Channels
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2Selling Your Digital Media Plan
Speak their language
Quantify – Data is Sexy
Promotion vs.
Prevention(Tory Higgins
Columbia Business School)
