Developing online marketing strategy to the Rural Sector. NZ 2010
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Making an Impact with your Online Marketing Strategy
Agenda
• Trends • Consumer insight • Attitude: what this means to business
• A (new) marketing model • Case Study
trend :: internet
3.3m kiwis online
23h Avg hours online a month
Source: Roy Morgan Single Source: all people Source: Nielsen Media Panorama Survey Q1-Q4 2010 Base for Access to Internet: All people 10+ (3,721,000) Base for Access to Broadband: People with Internet access from home (2,910,000)
69
% of all kiwi homes "with broadband !
Roy Morgan Media Trend report, August 2010c
55
% of rural homes "with broadband !
37
% of kiwi’s who have "ever subscribed to Sky!
Source: Statistics NZ: Household Use of Information and Communication Technology: 2009
trend :: internet
Age Composition
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
61% 35+
trend :: internet
Change in media consumption habits: "hours spent per months, 2004 vs 2010
Aver
age
hour
s
*Source: Roy Morgan Single Source: all people 14+, Jan 04 -Dec 04 vsJan 10 -Dec 10
-10
0
10
20
30
40% Change
2010
2004
Inter
net
Magaz
ines
Newsp
apers
RadioTV
-20
-10
0
10
20
30
40
50
60
70
80
!"#"
!""$
Don
’t K
now
Fede
rate
d Fa
rner
s
Uni
/Res
earc
h or
gini
satio
n
Boo
ks/L
ibra
ry
Rad
io
Rur
al S
uppl
y S
tore
sta
ff
Com
pany
Fie
ld R
eps
TV
Fiel
d D
ays
Farm
Dis
cuss
ion
Gro
ups
Con
sulta
nts
Onl
ine
Oth
er
Oth
er p
eopl
e (W
OM
)
Farm
ing
Mag
azin
es
Farm
ing
New
spap
ers
Farm
ing
publ
icat
ions
Media were farmers get their information
% change
98% …online Kiwis who visited a news or information website in May 2011 Spending 87mins per user "Global average = 63min
trend :: internet
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
Source: Roy Morgan Research’s annual NZ Media Trends
Late 2009 NZ Herald: Online vs Print
trend :: print media
Aucklander’s 14+ with home internet connection
Source: Roy Morgan Research’s annual NZ Media Trends
Late 2008 NZ Herald: Online vs Print
Aucklander’s 25-54 with home internet connection
trend :: print media
trend :: mobile media
Mobile Technology!¨ is it a phone ¨ is it a productivity tool ¨ is it a form of new-media ¨ is it a marketing platform þ all of the above
Around 11% of the NZ Population access the Web via their Mobile (12% of Mobile users)
Source: Nielsen Media Panorama Q4 2010 AP10+ (N=3,721,000)
# smart phones in NZ
Have you accessed the internet from a" mobile phone in the last 4 weeks
200,000
0
90,000
180,000
270,000
360,000
450,000
20102009200820072006200520042003
trend :: mobile media
trend :: mobile media
Water Use View daily water usage and measure irrigation by depth, volume or coverage
Vision Zone Provides a quick view of each pivot’s position and detailed status information
Control Screen Large, easy-to-use buttons provide simple control of irrigation rates, or get full control with a Premier subscription
Opportunities for !
#1 in app advertising " (iad or “freemium” model)
#2 build brand facing apps
#3 More accessible product info
#4 create better access to customer service/sales
…any new website should be mobile ready
Key :: takeaway
3 out of 4 online kiwis watch video online
NZ vs. Regional & Global: Reach of Entertainment by subcategory
Online Video Viewing "Average monthly hours per
Viewer
trend :: internet
% of people watching internet video
0 10 20 30 40 50 60 70 80
World
AsPac
NZ
iRadio
iMovies
iTV
news
Multimedia
0
20
United StatesSingaporeAustraliaNZ
9.4 10.2
13.5
17.3
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011
Avg hours spent (per week): TV vs Internet Australian population 14+
trend :: TV media
Source: Roy Morgan: Time spent with media trends. April 2009-March 2010 n=18,892
Aver
age
hour
s
0
6
12
18
24
30Internet
TV
Gen Z
Gen Y
Gen X
Baby B
oomers
Pre-Boo
mers
Total
Aus
t Pop
ulatio
n
Who’s losing points?
perc
ent
Percentage spend (NZ) across all media channels
trend :: media spend
NZ Advertising Standards Authority: Media release 2 June 2011
0
10
20
30
40
50
0
10
20
30
40
50
Cinemaaddressed mailunaddressed mailOutdoor
MagazinesRadioInteractive
TelevisionNewspaper
2010200920082007200620052004200320022001
#1 Traditional media, particularly newspapers declining in value & rapidly effected
#2 Mobile presents many new opportunities through innovative marketing techniques
#3 Wasted $, with marketing budgets slow to respond in following audience online
key :: takeaway
Consumer insight
In May (2011) …online kiwi’s who visited an online retail site"(global avg = 69%)
82% Internet Audience 15+ accessing Internet from Home or Work. Source: comScore Media Metrix, May 2011
consumer :: insight
Source: MYOB Business Monitor - NZ - March 2011
50% compared to 38% of city/metro
rural people are buying goods and services online
consumer :: insight
38% rural people using the Internet to pay their bills
32%, city/metro
Source: MYOB Business Monitor - NZ - March 2011
consumer :: insight
82% of online NZers have visited Facebook #3rd most visited website
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
70% have a Facebook profile
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
Next largest social-network is linked-in at 16% (4the largest penetration in the world) followed by Twitter at 8.5% - source ComScore
consumer :: insight
36% are over 35+"the fastest-growing age group"
on facebook
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
visit facebook
at least daily
54% 39%
…and spend at least
4 hours+ per week
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
consumer :: insight
#1 Like it or not Facebook is where people are spending an increasing amount of time
#2 It’s not just for the young with +35 demographic the fastest growing
#3 The challenge for marketers is to develop campaigns to reach and engage.
key :: takeaway
(re)search
… the #1 website visited by kiwi’s
of Kiwis use Google 90% 2% others
75% .............. never scroll past the first page of results
70% ………....of the links (results) clicked are organic—not paid
60% ….....…..of clicks go to the top three organic search results
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
Search facts
The next most popular search engine is YouTube (the #5th most visited website by kiwi’s)
#1 After social media, search is the next major activity for Kiwi’s
#2 Google has become the new Yello pages. If they can’t find you, neither will anybody else
#3 SEO/SEM is an ongoing process
key :: takeaway
How is this translating to business?
Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
number of adult Kiwi’s who watched an online video
about a product or service they were thinking of buying, in 2010
1.6 million
More than 1.4 million adult kiwi’s (53%)
read blogs
Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
42%"online (adult) kiwis interact with companies "via social -"networking "sites
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000
1,920,000
Number of adult kiwis who source information about, products, services or brands
from fellow internet users
Source: Nielsen social media report July 2010
Preference is to seek information from peers not brands
73% have read other consumers’ product opinions
Almost 2/3 who haven’t read consumer reviews & discussions intend to do so in the future.
Source: Nielsen
44% have published online opinions about products, services and brands
Source: Nielsen social media report July 2010
44% NZ Twitter users who say they have follow companies or brands!
Source: Nielsen
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
want companies to interact with them on Social-media
1 in 3 online kiwis
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
Half want companies to respond to requests "on social media
41% want companies to solicit feedback
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010
56%
find companies on social media more engaging 57%
and feel better served by companies on social media
51% of Facebook fans are more likely to buy!the brands they fan.
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
#1 (Re)search of purchase decisions rates as one of the largest online activities for Kiwis
#2 Information of another consumer’s experiences, rates as information of most value.
#3 Kiwi’s are okay with companies/brands using social-media to reach (engage) them
key :: takeaway
How can I integrate this into my marketing plan?
#1 don’t get caught-up in the technology / tactics
a new marketing model
OUTBOUNDPAID FOR
MARKETING
INBOUND EARNED
MARKETING
Vs.
ATL
TVRadioNewsMagazines
BTL
Direct MailTelemarketingTrade ShowsCatalouge
DigitalDisplay/PPCeMailadwords
OUTBOUNDPAID FOR
MARKETING
• Goal: gain customers through "brand positioning
• It's about: Interruption / distraction
• Declining effectiveness:
- techniques to block out, Spam blockers, caller id, fast forward
- decrease in the media consumed
• Based on: more money = more success
OUTBOUNDPAID FOR
MARKETING
CONTENT
Blogsvideos
white papersCase Studies
Search
Key Word AnalysisMeta Data
Linking StrategyPPC
Socialmedia
TwitterLinked In
Facebooketc
INBOUNDEARNED
MARKETING
• Goal: get 'found' by customers,
• It’s about: attraction; Permission Based or Relationship Marketing / Earned Media
• Builds upon itself: Content -> Search -> social-media
• It’s low cost (in terms of media)
• Based on: being smart/creative, not about budget
INBOUND EARNED
MARKETING
http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html
Inbound marketing costs 62% less “per lead” than traditional, outbound marketing
OUTBOUND: AVG COST/LEAD: $373!
INBOUND: AVG COST/LEAD: $143!
SOURCE: HUBSPOT - STATE OF INBOUND MARKETING REPORT, 2011
3 out of 4 inbound channels cost less than outbound
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
#1 Inbound marketing dramatically lowers cost-per-sales lead than outbound channels
#2 Blogs lead other social media categories in terms of importance to business
#3 Businesses are increasing lead generation budgets to blogging, social media and search engine optimization.
key :: takeaway
Google: Seth Godin permission marketing
Case Study :: AGCO
ABOUT: Minimal corporate spiel
CONTENT: In the context of audience.
STRUCTURE: Simple and clean. Everything Above the fold
CLEAN: Why use word when video can tell the story
Website
CAMPAIGN developed to inspire engagement
INTEGRATION Images pulled across from youtube
INTEGRATION Live Twitter stream
CONTENT Customer facing. Case study driven
INTEGRATION Easy access to social-media platforms
Blog site
CAMPAIGN Very much driven on facebook
CAMPAIGN Inspired to produce measurable results
CAMPAIGN inspire user engagement. To tell THEIR stories
CAMPAIGN Inspired to produce measurable results
ENGAGEMENT Allow users to engage on platform of THEIR choice
INTEGRATION All video is loaded onto youtube, then shared
BRAND Consistency across all platforms
MEASUREMENT 556K Views 686 subs
YouTube
Social network for documents
INTEGRATION • Technical papers • Manuals/Guides • Press Releases • Annual reports
Scribd
ORGANISATIONAL ALIGNMENT HR and other parts of the organisation contribute to strategy
Linked-In
INTEGRATION: Use of hash tag #ag to share INTEGRATION:
content loaded from Scribd, "FB, Blog etc
twitter WHO: "Journalists, Industry Early adopters
People interested in ag follow this #tag.
The # tag
#1 Online marketing is not about technology or building systems
#2 It’s about people. Their behavior and understanding the motivation driving them
#3 Then it’s about building platforms for communication and engagement
key :: takeaway
Audiences everywhere are tough. They don’t have time to be bored! or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
“
About Brent!Brent has been a been a previous speaker at this confrence covering topics focused on digital marketing to the Agri sector. ""He has had a long career in the media industry, spanning over 20 years, working in places like London, Boston, NY & Sydney. He returned to NZ three years ago, working for AdPlus/Tracta and early last year formed his own agency NURVE based in Napier. ""Brent has an MBA and post grad degree in Marketing from MGSM in Sydney""For more info see:"www.nurveco.nz"www.linkedin.com/in/br3n7 "
nurve.co.nz
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