Maximising Your Acquisition Performance Through Digital
Post on 01-Nov-2014
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Maximising Your Acquisition Performance Through Digital
Allyson Hohman, Marketing Manager - Digital
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Consumers Have Changed.Consumers no longer embark on a linear path to action, but rather move from place to place exploring content.
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The Digital Landscape Has Changed.
Consumer choices are made from information gathered in an ever expanding number of channels. It is our job to isolate the relevant combinations of message and medium.
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We Can Connect From Everywhere... Everywhere.
40% of mobile users use the internet in the bathroom -- Nielsen 2011
PHOTO BY ARNIE KUILMAN ON FLICKR.COM
Not only is there a shift in mindset, but there is a shift in how we expect to communicate in digital platforms.
We have evolved beyond websites and now interact across a multitude of digital touch points.
Data Supplied by Google
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11Data Supplied by Google
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“Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time”
- eMarketer
Each AutoShared Tweet turns into an average of seven new sessions on YouTube.com
http://youtube-global.blogspot.com/2009/11/how-we-think-about-social.html
Sharing Drives Sessions
Crossing Channels – YouTube & Facebook
150 years of YouTube
video is watched every day on Facebook
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Change the Way We Plan
PPC
CPC
PPC
Old WaySimple
Mass StorytellingControlled
New WayDiversified
Small ConversationsTransparent
CPMCPA
CPE
3rd Party PartnershipsSocial
Media
Mobile
SEO
CPM
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Where Is Your Audience?
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Map Out Your Strategy
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Create Digital Assets & Distribution Plans
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Implement TechnologyRadian6
• Listen, measure & engage• Connect with influencers• Manage content across
multiple social platforms
Omniture Suite of Products
• Channel attribution• Test creative
• Manage paid channels
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Channel Attribution Modelling
Impression Impression Impression Visit Visit Visit/Action
What can be measured via ad server & site analytics:
DAY 0 DAY 15 DAY 30
The direct navigation lead was preceded by 3 ads and 2 searches--Without this insight, a smart media buy may have been cut
There is no silver bullet
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Insight
Little Strategy
Little Strategy Plan
BuyLaunch
Measure Little Strategy
Little Strategy
Insights
ADJUST
PlanBuy
LaunchMeasure
Test & Learn Process
Old: Big ideas, big launch and big budgetsNew: Micro strategies, big insights and rapid iterations
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Create New Micro Strategies & Tactics
Group One: Passive Jobseekers in NSW
Group Two: Active Jobseekers Looking for a Mining Role
Group Three: 18-39 Females in VIC
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Campaign Measurement Examples Goal: Attract New Customers
Goal: Share Your Business Proposition
• Visitor loyalty pre and post campaign
• Visitor recency by channel
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Campaign Measurement Examples Goal: To Beat the Competition – Share of Search
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Campaign Elements: Outdoor
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Campaign Elements: Search Marketing
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Campaign Elements: On Site
Job ads lead to the campaign pages on SEEK – showing character profiles and all advertising.
Keyword searches, plus a homepage tile, also lead to the campaign pages on SEEK.
Consistent Across Co-Brands/Partnerships
Microsite
Located at arias.seek.com.au so UBs and Visits were captured via Neilsen
Entries and voting powered by Facebook Connect – any interaction by entrants or voters were linked to their Facebook account and ran in their newsfeed
generating viral awareness of the campaign with their Facebook friends
Detailed applicant page – voting and viral begins
Applicants campaigned heavily for
votes by getting media coverage for
their campaigns...
... setting up their own
Facebook pages and events to
get votes
... and using Social Media in a variety of ways
In phase two, the Top 20 applicants from public voting were announced and final voting stage commenced
The Top 20 produced 30 second videos to support their application and encourage voting...
And the campaign continued in earnest with loads of celebrity support, including Sarah Murdoch
Amy Lou, a leading finalist
was interviewed several times by her local paper
As part of her prize, Amy was flown to Sydney and pampered with a makeoverAmy went on to win the competition...
Over a three week period:
Estimated Facebook Newsfeed Updates: 36,310,000
Total Applications: 2,000+ Total Votes: 126,858
Profile Views: 1,027,806
Video Views: 16,594
So what were the results?
** 15% uplift in unaided brand awareness among target 18-29 year olds
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