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The Digital Market Place How to win the Hearts and Attention of your Customers
| Date post: | 17-Jan-2015 |
| Category: |
Technology |
| Upload: | ad-dynamo |
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The Digital Market Place
How to win the Hearts and Attention of your Customers
The South African Market is one of
Dual Economies those living in the upper LSM’s (6-10) and those below
SA Population – 48 Million
Tax Paying Population…
5,3 Million!
Clearly the number of people in LSM 6
and upwards is not much more than
10% of the total population.
So how do we REACH this market??
Media is highly fragmented
In addition to traditional Media – Digital can offer Engagement through interactivity, Targeting to Minimize Wastage and Measurability
Few offer a two way communication to a targeted audience of LSM 6 +
DIGITAL DOES
@addynamo: Welcome to the Digital Evolution
Online: S.A. Market size
(Source: Nielsen Online Data for OPA member sites)
The Online market was worth R419 million in 2009.Figures for the Local (SA only) market in Q4 2008 registered 4,9 million*Unique Browsers and 8,1million in Q1 2010. A 60% increase!
0
1
2
3
4
5
6
7
8
Spend in billion RandPopulation in million unique browsers
Source: IAB Europe/ PWC/ Nielsen Online / Internet World stats
Ad Spend: Local vs International
South African online audience is almost as big as Belgium and Sweden and growing at 29%.
With almost 7 million people online in south Africa, one can calculate that 100% of LSM 6-10 is in fact on-line.
Source: Online Publishers Association, Nielsen data for January 2010
So we now know that on-line hits the highest value audience in the country, the next question we then face is HOW ?
Use the internet as a platform to amplify on a greater concept…
By tapping into and using clever technology and social media, you can use this digital platform to win the hearts and attention of your consumer
Bring back the Love
Marketers must move away from a focus on siloed campaigns to an emphasis on LISTENING to and COMMUNICATING with consumers across channels
“The only communications tolerated by consumers are those that are appropriate, timely and relevant—regardless of channel.”
eMarketer – Consumers Demand Engagement, 29 Jan 2010
Evolution of discovery
..How consumers find information
UGC + Social
ContextFacebook
Digital Directory
YahooeBay
Search
Search enginemarketing
UGC + Director
yYelp
Directory
Phonebooks,local ads,
newspapers
Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?
When making a Decision the opinion of friends is most influential
Who are our Online Users and where are they?
■Youth (Messenger, You Tube)
■Business Man (Business Day & Sharenet)
■News reader (BBC)
■Entertainment Junkie (MSN entertainment, MTV)
■Social media junkie (Twitter, blogger, Facebook)
■Facebook (55 – 65 fastest growing audience on Facebook),
Viral
■Sports enthusiast (SA Rugby, Sport24)
■Travel Enthusiast (Lonely Planet, Trip Advisor)
■Dating (MSN Dating)
■Information Seeker (Google, Bing, Wikipedia)
Nielsen Online Ranking Report
Publisher Ave Daily UBAve Daily UB % UB
UB Change % PI
Market Aggregate 755,563 100 7,767,964 5 327,745,679
Media24 224,255 30 2,602,992 4 55,679,649
MSN 168,565 22 1,648,602 5 60,287,788
Independent Online 89,915 12 1,121,832 5 19,918,639
Interface 68,791 9 874,766 3 32,522,636
Avusa 56,506 7 731,039 -3 14,409,028
Junk Mail Media Group 40,394 5 693,836 12 12,735,262
MWEB 68,075 9 672,600 3 21,113,743
Vodacom 43,917 6 584,586 1 15,251,807
SuperSport Zone 44,713 6 563,409 -2 10,138,538
Trudon 23,033 3 474,001 2 4,280,419
Where can we reach our Audience in SA?Penetration
Top 3 publishers are reaching 70% of the targeted Online Audience
How do we Effectively Allocate Media Budgets?
Online Creative
Web Production
Media
70%
10%
20%
20%
20%
60%
Online Creative
Web Production
Media
What about Broadening our Reach with Mobile?
SA Global Positioning
What makes Mobile so Effective
There is Significant Penetration Across ALL LSM levels
Big Reach with more than 34 Million Unique Mobile Users
Extremely Targetable down to Model of Phone
It’s a very cost Effective Medium VS Traditional Media
Mobile has the ability to Generate INSTANT Response
+1733%
+564%
Before During After
RETAILER…
During promotion sales increased 564%
After promotion we see a spike of 1733%
It is completely Measurable to work out your ROI
Social Media – What’s all the Hype about?
Social Media: Where are they?
Facebook S.Africa Audience Profile
Mainstream Audience
• Social Media – Where are we?• 2.3 million Facebook Users• An estimated 25,000 Twitter influencers
• It’s here to stay and it’s growing fast
So how do we begin the conversation?
There are no formulas to success in social media. But with a systematic approach, and four essential raw materials, you can expect positive outcomes.
The Four Essentials…
• Pay for traffic to generate Word of Mouth Momentum
• Make use of search to kick start your campaign
• Engage with users and build a conversation
• With Critical Mass built, let the social effect take it’s course
Social Media Tip
1. Have a plan–How will it deliver my business goals
–What will keep users engaged long term
–What will you do with these engaged users
–How will you measure success
If you want a community to accept you, become a part of that community
McDonalds International & localGlobal Page combined with localised innovation
US & UK approach to Facebook is quite different, with UK
generating 250,000 fans across several Pages vs US/Global Page on 1.4m Fans
US/global Page allows users to Fan their local franchise & receive special offers
UK campaign pitches different products against
eachother – which is your
favourite?
UK Polling Ad ‘Gherkin in or out?’
achieved huge engagement rate of
+7%
Vodafone International Variations
Become a Fan Ads
UK Campaign delivering huge engagement with the ‘If I Ruled the World’ Strapline
Video Commenting Ads
Event Ads
Vodafone Italy delivered a
unique mobile tarif to Facebook
users redeemable through the
Page
Polling Ads
Vodafone used multiple engagement
Ads in the UK & a unique tariff offer in
Italy to generate 170,000 fans in each
territory on 2 separate Facebook
Pages
THANK YOU
