Innovative Search Marketing Damien Cummings General Manager Neo@Ogilvy January 2009
Innovative_search_marketing_Neo_Ogilvy_2009
May 10, 2015
Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.
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Innovative Search Marketing
Damien CummingsGeneral Manager Neo@Ogilvy
January 2009
About This Presentation
About Neo@Ogilvy.
Discusses the Marketing Confidence Gap.
Looks at the Digital Landscape and Search Marketing’s role in the digital ecosystem.
Presents the current view on how we promote Search Marketing.
Discusses innovative ways to leverage Search Marketing using the “sales conversion” funnel.
Presents a Search Marketing case study.
About Neo@Ogilvy
About Neo@Ogilvy
Neo@Ogilvy is the integrated 360 media agency of Ogilvy & Mather.
Part of the number 1 advertising agency in Asia Pacific (Ogilvy).Owned by WPP.Formed in 2006 and the fastest growing media company in the
world.Heritage of digital media and search marketing but with full 360
media capabilities including media strategy, planning and buying for TV, print, outdoor, cinema, ambient and digital.
Singapore is the regional/Asia Pacific head office.Asia Pacific team of over 300 people in 12 Countries.Global team of over 650 people in 35 Countries.
The MarketingConfidence Gap
Traditional Media Digital Media
Traditional Media Digital Media
TV IPTV
Radio Digital Radio
Billboards Digital POS
Traditional Media Digital Media
US $455b US $55b
6% 23%
Source: IBM, “Navigating the Media Divide” Study
Traditional Media Digital Media
?
The Cross-Over Point
Traditional Media Digital Media
The Marketing Confidence Gap
Source: Neo@Ogilvy
0%
5%
10%
15%
20%
25%
30%
2003 2004 2005 2006 2007 2008 (E)
% Consumer Time Spent Online
% Advertising Dollars Spent Online
The Marketing Confidence Gap
The Digital Landscape
1.0 b PC users
1.3 b internet users
1.3 b landline phones
1.4 b credit cards
1.5 b email boxes (0.8b)
1.5 b TVs
1.8 b active SMS users
3. 0b mobile phone subscribers
Key Global Digital Statistics
(cc) Lynette Webb, 2006
Bloggers Are Now Mainstream Media
??
People trust other consumers TWICE AS MUCH than ads
People Trust People, not Ads
Search is the Gateway to all this Content
Social MediaBlogs Reviews
Websites
How We Currently ViewSearch Marketing
Source – Marketing Sherpa Search Marketing Benchmark Survey August 2006
Growing Demand for Search Marketing
Paid Search (PPC)
Natural/Organic Results – (SEO)
Search Engine Marketing – PPC & SEO
Awareness
Consideration
PurchaseSpecific Phrases
Industry Long Tail
Research Terms Major Brand Terms
Industry Key Terms
Demographic Terms
Higher
Lower
Conv
ersi
ons
Keyword Examples:
Credit Card, Bank, Loan, etc.
Keyword Example:
“American Express Platinum Credit Card with 6-months free balance transfer” etc.
Keyword Example:
“Balance Transfer”, Platinum Visa Card, etc.
Search Marketing Example Keywords (for a Credit Card)
70
59
4750
55
3431
53
35
24
18
22
36
7
11
25
Singapore Hong Kong Kuala Lumpur Bangkok Taipei Manila Jakarta All Markets
% who have searched for info using the internet in the past 12 months
% who have made purchases following online search
Search is a strongfacilitator of thepurchase process
Markets: SEA/Taiwan/Hong Kong Source: Pan Asian Cross Media Survey – Synovate (2007 Q1)
1 in every 8 affluent user have made purchases following online searches
Search Marketing Leads to Sales
Innovative Use of Search Marketing
Awareness
Consideration
PurchaseSpecific Phrases
Industry Long Tail
Research Terms Major Brand Terms
Industry Key Terms
Demographic Terms
Higher
Lower
Conv
ersi
ons
Keyword Examples:
Credit Card, Bank, Loan, etc.
Keyword Example:
“American Express Platinum Credit Card with 6-months free balance transfer” etc.
Keyword Example:
“Balance Transfer”, Platinum Visa Card, etc.
Search Marketing Example Keywords (for a Credit Card)
Awareness
Consideration
PurchaseSpecific Phrases
Industry Long Tail
Research Terms
Major Brand Terms
Industry Key Terms
Demographic Terms
Higher
Lower
Conv
ersi
ons
Keyword Examples:
Credit Card, Bank, Loan, etc.
Innovative “Awareness” Search Marketing
Awareness
Consideration
Purchase
Innovative “Awareness” Search Marketing
Ad Group 1 Ad Group 2 Ad Group 3
• Brand keywords• Product-focused
Example:“Mobile phone”
• Brand keywords• Reputation-focused
Example:“Good after sales service”
• Brand keywords• People-focused
Example:“Steve Jobs”
FAQ & Forums
Mobile PhoneReviews Site
Steve JobsBlog
Awareness
Consideration
PurchaseSpecific Phrases
Industry Long Tail
Research Terms Major Brand Terms
Industry Key Terms
Demographic Terms
Higher
Lower
Conv
ersi
ons
Keyword Example:
“Balance Transfer”, Platinum Visa Card, etc.
Innovative “Consideration” Search Marketing
Awareness
Consideration
Purchase
Innovative “Consideration” Search Marketing
Ad Group 1 Ad Group 2
• Competitor keywords• Product-focused
Example:“Compare iPhone with Blackberry Storm”
• User and customer experience keywords• Experience focus
Example:“How long is iPhone battery life”
Unbranded PhoneComparison Site
Sponsored Forums & Blogs
Awareness
Consideration
PurchaseSpecific Phrases
Industry Long Tail
Research Terms
Major Brand Terms
Industry Key Terms
Demographic Terms
Higher
Lower
Conv
ersi
ons
Keyword Example:
“American Express Platinum Credit Card with 6-months free balance transfer” etc.
Innovative “Purchase” Search Marketing
Awareness
Consideration
Purchase
Innovative “Purchase” Search Marketing
Ad Group 1 Ad Group 2
• Specific products• Info focused
Example:“iPhone 3G 16gb in Singapore”
• Retailers & channel keywords• Buy now
Example:“Buy iPhone 3G in Singapore”
iPhoneProduct page
SingTel Application form
Case Study
UCreateChange:Changing the Perceptions of
Engineering as a desired study choice for 16 – 18 year olds in Singapore
Objective: Convince more students (especially bright ones) to take up engineering as a course of study.
Issue: Engineering is perceived to be for geeks, monotonous and having little to do with people.
Insight: Because of this misperception, students easily overlook that engineering involves creativity and innovation.
Challenge: Reframe their perception by:•Getting them to experience the creativity in engineering
•Addressing the negative perceptions associated with it
Campaign Summary
Graduating 16 – 18 year olds in Singapore who have an interest in creativity, innovation and aspects of engineering.
Target Audience
EngineeringCampaign
Secondary schoolers, aged 13 – 15, who are interested/or could be interested on the course of Engineering.
Younger Schoolers
Influencers in the decision-making process of choosing courses of study.
Family/Peers
Focusing on 16 – 18 Year Olds
Awareness
Exams Holidays Decision-making School
Sept Oct Nov Dec Jan Feb Mar Apr - Sept
DiscoveryActively Seeking
AdviceRe-engagement
Ambient inStudy Areas
OutdoorOutside Schools
Inside Schools
Radio
Digital(IM, Email, Search)
OutdoorIn Social Areas
Ambient inSocial Areas
Digital(IM, Email, Search)
Website
Blogger Engagement
Open Houses
Website
Blogger Engagement
Four Phases Of The Campaign
BloggerEngagement
Awareness Phase – “e” icon
In schools
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Bus Shelters outside schools
Awareness Phase – “e” icon
National Libraries
Radio Live Reads
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Discovery Phase – “Create” and “Change”
National Libraries
At bus shelters
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Discovery Phase – Manga Characters
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Introducing The Creatures of Change
Bangles Flud
ClangWowzer Kai
Discovery Phase – Ambient
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren
Discovery Phase – Social Media
Social Networking sites – Facebook and Friendster
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Discovery Phase – Blogger Engagement
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Digital Influence /
Blogger Engagement
Interim Sign-up holding page for ucreatechange.com
Decision Making Phase – ucreatechange.com
Awareness
Exams Holidays Decision-making
Sept Oct Nov Dec Jan Feb Mar
Discovery Actively Seeking Advice
Awareness
Consideration
Decision-MakingKeywords: Specific Phrases
About Engineering, Events, ucreatechange content.
Keywords: On creativity and change, specific phrases on Engineering vs
other choices.
Key words: Manga Characters, “create”,
“change” and blogger content.
Higher
Lower
Conv
ersi
ons
Directs People to:
Bloggers, Creatures of Change (Manga) profiles – social media.
Directs People to:
www.ucreatechange.com
Search Marketing: Bringing it All Together
Directs People to:
www.ucreatechange.com
10% of visitors sign-up
or register for more information
Total Media Spend will create 181,812 Website Visits
0.2% % CTR$1.00 - $1.50 Search CPC
Media Awareness, Digital
& Search Impressions
Website Traffic
Registrations
50 Million paid impressions
61,905 CPC clicks
18,181 user sign-ups, becoming a “Creature of Change”
161,812 Web visitors (paid media)
20,000 Web visitors (from outdoor, viral, communications)
18,181 Registered “Creatures of Change”
Digital Display
Search Marketing
(Google & Yahoo!)
Forecast Results (as of July 2009)
Thank you.