On Demand Traffic Building 4Bytes

On demand traffic building Evaluating new technologies relating to the way people access on demand/catch up services in the age of digitalisation

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Contents 1. A Message from 4Bytes 2. Introduction 3. The opinion of experts 4. Primary research 7. Market situation 9. Search engine marketing 11. Online Pr (+Case studies) 16. Email 18. Mobile 20. Social Media 22. Online Ads + Banners 24. Viral Marketing 26. Tracking 29. Affiliate Marketing 30. Conclusions and recommendations 31. References

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A message from 4BYTES

About us

we are 4bytes, a group of advertising and PR students from Buckinghamshire New University. We have spent the last two months looking into how the introduction of new mediums has had implications for how the on demand/catch up services build traffic to their services. This magazine has been developed in line with our studies into digital technologies for marketing.

The Aim The aim of this magazine is to look into how technological developments are having implications for both consumers and the industry. This will then be applied to the on demand/ catch up services sector and how the introductions of these technologies are changing the way that these services build traffic. The introduction of smart phones, tablets and smart televisions mean that on demand and catch up services are now accessed through alternate ways, rather than just PCs/laptops. This has had a direct impact on how advertising and marketing for these services have had to adjust to this time of greater digitalization.

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Introduction Aim The aim of this report is to critique and investigate traffic building techniques that are implemented by organisations in the on demand service/ catch up service sector. The report will include an overview of each traffic building and marketing technique used by companies in this sector and how they use these techniques to drive traffic to their services.

Furthermore, there will be examples of real life marketing campaigns used by on demand services to drive traffic. All of this information will be applied to current issues in the sector and recommendations for services in the sector.

Emails, viral marketing. Social media and banner advertising/interactive advertising. These digital techniques, as well as conventional offline techniques such as sales promotion, advertising, PR, direct mail and even word of mouth create traffic to websites and allow for organisations to encourage users of their services.

Tracking these traffic building techniques has become less of a chore for companies and organisations due to the introduction of analytic tracking tools. It is now possible to track ad banners using analytics and through services that people sign up for, user analytics allow organisations to target the specific consumer at the right time and what method to use with the consumer.

Aspects of Traffic Building

Step three: Timescales.

According to Dave Chaffey, “If you want to maximize visitors to your site and to acquire new customers online you have to work hard to master the full range of RELEVANT online and offline marketing communications tools or digital media channels�. This is done through three particular steps; setting your objectives, how you are going to achieve your objectives and putting a time frame on your traffic building aspects of a campaign.

To meet business objectives, traffic building techniques must be implemented over a certain time period and there should be regular investment in aspects of traffic building to reach the organisations goals. The longevity of marketing to build traffic is also aided by the quality of the marketing and not so much the quantity of it. Traffic building techniques that are planned carefully and are produced to a high standard are those that will most likely build traffic, with website visitors being the intended audience and not just bounce visitors.

Step one: Objectives Even though marketers aim to drive traffic to their client’s website(s), it is essential to set realistic targets and to aim for achievable aims to meet their aims. In business terms, if the traffic that is being gained creates a positive response, by driving consumers to the content and engaging the intended audience. If the message is received through traffic building techniques, then the investment is successful and has had its intended effects. The bounce rate, which is people who visit the webpage and do not interact, creates traffic, but is not the intended effect of traffic building techniques.

Step two: Achieving Objectives To create traffic to the intended webpage/service, then there must be a mix of communications techniques both online and offline to create traffic and to meet the organisations objectives. Digital aspects of traffic building include search engine optimisation (SEO), online PR, social media, opt-in

Traffic Building in the catch up/ on demand market sector With the introduction of new technologies such as smart phones and tablets, on demand content has become easier to access, as consumers can access this content more freely. According to Alexa (2013), BBC Iplayer, 4od and ITV player are all in the top 100 most accessed web pages, through search engines such as Google. However, due to the fact that some VoD services allow consumers access to their content with no charge or no entry of details, they must build awareness through other platforms, such as through their television channels. 4od is as service that only allows access to its content through signing up, which in turn means the consumer, has to opt-in to emails and alerts from channel 4. The VoD sector has become a preference based service, with consumers able to personalise their services,4but means that they will be alerted of user related content.

The opinion of experts - Prompt: What is your personal opinion towards SEO?

Jon Hobbs Smith- 64 Digital, CEO (Careers fair- Bucks New University) 64 Digital is a company that delivers cutting edge websites, newly built mobile experiences and creative digital marketing.

As an expert in the field of digital from SEO to analytics, as a group we thought it vital to interview him. Tesco (Blinkbox) being one of their clients, we asked how important the effects of traffic building was upon the industry.

* SEO as a tool is becoming outdated and bias towards certain sites. As Google now own 90% of traffic gained from search engines, organic results are now being placed at page 2 or 3 of the search.

As we deal with all aspects of digital we believe it’s not all about ‘Google’. Being number one in the search engine is not our priority for our clients instead we use cost effective methods.

As other Google aspects such as Adwords and analytics are becoming more popular with companies, we tend to use these to reach client goals.

* I agree with Jon in most aspects of the questions asked, but from a client point of view they want to know what is best to capture the right audiences.

*I am the social media manager for Ranieri Communications. I create bespoke social media strategies for an array of clients ensuring the process is driven from start to finish.

In reference to one of our clients- Hotel Chocolate, their mission was to gain more members for their tasting club.

-Prompt: What do you feel the best and most economical online marketing opportunity is in the industry?

We did this through a micro site which was easily accessible for both the user and the company, but also allowed successful measurement. The result was it gained a higher number of subscribers using consumer comments from chocolate forums and social networking sites.

* My role is to oversee the company and the progress we are making, being a small team it is essential I am involved in the work that takes place.

In relation to traffic building techniques I feel the industry that you are looking at (On demand services) is swaying more towards paid advertising and SEO. The progression that paid advertising is making will make an impact upon companies such as the BBC that don’t feature them, and benefit others like the ITV.

Jenny Forster- 64 digital, Business Development Director.

My role is to have to have contact with the clients directly. I keep them informed regularly and update them of the progress we are making.

Ben PhippenRanieri Communications (Student Work experience) Ranieri communications is a boutique style agency that focuses upon consumer technology.

* Facebook as a medium is the most powerful tool I have ever used to create brand awareness. During my time here we have raised a brand from 132 likes to 108k in just three weeks, it was a phenomenal result.

-Prompt: What traffic building techniques do you feel are most effective in this current digital age? * I feel that social media is a must for all companies.

Target audiences for brands are using this form of communication and if you are not connecting with them at the right moment then it is likely the opposition is.

I do find users of social networking sites find it easier to communicate with companies this way; providing essential information that can be used to excel the brand 5 their further within market.

Primary Research-Survey A ten question survey has been designed in order to capture audiences via Facebook and Twitter platforms. The main objective for carrying out this quantitative research was to gain further insight into the habits of online users and how current providers communicate with them. Link to our survey created via survey monkey: http://www.surveymonkey.com/s/JBJ5LZG 1. What is your gender and age range? o Male o Female o 16-24 o 25-34 o 35-44 o 45-54 o 55-64 o 65+ 2. In a typical week, how often do you use the internet? o 0-1 hours/week o 2-4 hours/week o 10-20 hours/week o 21-40 hours/week 3. Which one of these Catch Up services do you use the most? o BBC iPlayer o 4oD o ITV Player o Demand 5 o Other (Please Specify)

4. Why do you use this service in particular? o Choice of programme o Loyalty to the company o Ease of use o Uninterrupted viewing o No sign up fee o Personalised service

5. How do you access this service? o Via link sent in email from parent company o Via link from social media banners and adverts o Directly through website address o Through a search engine o QR code 6. What would be your preferred method of contact from this service? o SMS (programme reminder) o Social Media Notification o Direct Email o Mail Updates o Weekly Blog reminders o Other (Please Specify)

7. What incentive could the service give you as a user to earn your loyalty? o Exclusive previews o Competitions o Paid membership for bonus content o Improved ease of use o Other (Please Specify)

8. Would you consider using pay to view services in conjunction with catch up sites? o Yes- Netflix, Sky Go, Now TV, Blink Box, Love Film o No- Stay with free services 9. If you were to subscribe to pay to view services, would you expect more communication from the provider? o Yes- Email o Yes- SMS o Yes- Via mail o No- prefer no contact

10. Would you like the facility to voice your opinions to the provider about their methods of communication with regard to the service? o Yes- Via forums/ comment box o Yes- Via social media o No

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Results Why do you use this service in particular?

73 respondents-were gained from the survey showing these results. The majority of people questioned were aged between 16-24 years old with an equal number of male and female respondents (45.2% ea).

choice of programme

loyalty to the company

ease of use

uninterrupted viewing

no sign up fee

personalised service 5%

How often do you use the internet?

0-1 hours

2-4 hours

5-6 hours

7-9 hours

10-20 hours

21-40 hours

7% 0%

21% 0%

67%

Prefered contact from provider

Over 40 hours

7%

1%

SMS

14% 13% 30% 35%

Socail media notification Direct mail

Which one of these catch up services do you use the most?

What Incentive would gain your loyalty?

7%

BBC Iplayer 40D

Competitions

17%

Demand 5 Other

47%

27%

ITV

Exclusive previews

2%

Paid membership

Other: Netflix and TV CatchUP   

73.6% of Users access services through website address.

34.7% Through a search engine 5.6% Click through an email from provider

Most other questions gained received these answers:  

Free services are preferable over Pay Per View 7 Most users would prefer no contact, unless if paying for the service

Focus Groups .

This was the discussion guide that was followed for the focus groups: 1. Which catch up services do you use and why? Content, ease of use etc.

2. Is your preference of services due to contact from the provider? Reminders, direct emails?

3. Do you find certain contact from the provider unnecessary? Would you be inclined to use a service more frequently if they didn’t use direct contact?

4. Are you likely to access on demand content via your mobile phone? E.g. QR codes, apps, mail, Bluetooth, Wi-Fi services?

5. Do you ever click online banners and ads to reach an on demand web page? Via social media, apps, email etc.?

Our focus group consisted of six 16-21 year olds, as they are the demographic with the highest use of on demand/catch up services.

Results 1. The most popular on demand/ catch up service was BBC Iplayer, due to the fact that they did not have to sign up to the service, however 4od was there most popular service when it came to the content.

2. The contact from providers does not affect how they access their content and that they would rather be contacted through mail rather than through digital platforms e.g. social media, direct emails.

3. Emails will not be opened as they don’t need to know about new services or programmes, as they know this for themselves. Feel as though offline direct mail is more likely to be opened.

4. Content is most likely to be accessed from the home if there is nothing on television. They are less likely to access content outside the house as they are wary of battery life and are not likely to access out of the home as they will not have free time.

5. Ad banners are ignored due to the fact that they are unsure where they are going to end up and they are not eye catching enough.

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Market Situation Market trends

Demographic Segmentation:

Trends within the market can include how the service provided is reached. For example Virgin media supplies On Demand service within its internal package. This means content is not only available from web browsers, but from major media owners. It is likely that more companies that have ties to television and film will invest in a form of VoD which will make the market every bit more competitive and make it harder to gain more views than opponents.

As recorded by the BBC (2009) its majority of its target audience are based between 16-34 years old, the same recording being taken from 4od (2011).

The Authority for Television on demand is also a similarity that all companies have. Content must be regulated via the (ATVOD) before being published.

Market factors: Specific factors that are affecting the market in both a negative and positive way is:  

Broadband connection Illegal sites

Both these factors are external threats to the company, broadband services are now becoming faster, so wider audiences can be reached. This means that there are more illegal sites being used to gain newer or American sitcoms. Mintel (2012) undertook quantitative research to distinguish what users really want from the services the market provides.

Lower prices to rent content- 42% A wider range of content- 29% Better quality video and audio- 23% These three main factors relate to the market as if companies were to act upon consumer needs it will succeed to overtake, pay services and rental shops.

Within this market it is important to note, how different content within the service will attract older or younger audiences. BBC I player is rated consumer favourite as shown in the chart below, due to channels ranging from BBC three and BBC four being provided (Mintel, 2012).

Consumer Favourites (2012) Demand 5 I Tunes 9% 4 on demand 20% ITV Player 23%

9% BBC I Player 39%

The socio-economic groups that tend to view catch up services range from C1-D, students, unemployed and part time workers. Although with the rise in tablets and handheld devices that are compatible to enable fast processing, the user rates could increase gaining the AB consumer market. As shown from the chart the chosen method of viewing is still a Laptop, all though smart phones are not far behind (Mintel, 2012).

Gaming console 9% Tablet 9%

Method of Access

Smartpho ne 14%

Laptop 42%

Desktop 26%

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Market Share:

Online Activities:

BBC Iplayer currently hold the majority of the market (10% of all UK Video users) closely followed by 40d and ITV (Mintel 09-12). These platforms gain higher popularity rates due to its ‘free’ content it provides,however there are three other types of VoD service availble to online users. Paid content is also known as ‘SVod’ where members pay for entertainment such as new film releases,games and television boxsets.

As stated by Mintel (2012), the huge growth in smart phone ownership, which are owned by 55% of people aged 16-64, means that people are able to access content from anywhere. Other online activities that people undertake whilst using their Smartphone include:

67% of users (2011) read news online

Although as reaserch states free catch up services use ‘ad-suported content’ in order to gain a valubale chunk of the market. Traffic building techniques by companies such as 40d, have cleverly gained users through promoting acess via games consoles and mobile devices.

64% of people asked listened to uploaded music on their device

The main threat to this market is YouTube as it has gained 70% of all video users online over time, providing not only a catch up service but a form of entertainment for all type of ages. Recently is has been reported (The Guardian,2013) that ‘On Demand is heading for mainstream’ with companies such as Tesco taking an 80% share in the service BlinkBox. This could mean other major reatiling outlets could captilising on ideas like this in order to increase their online presence.

43% streamed TV programmes from On Demand services and 42% watch TV content stored on their device.

Smartphone devices allow people to multi-task, so by generating viable marketing techniques through these platforms companies such as 5 on demand and ITV can gain greater viewership to compete.

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Search Engine Marketing Keyword:

Link Building

A way of achieving successful search engine optimization is through keywords.

Link building is a vital component for search engine optimisation. The better the quality of a link from appropriate sites result in higher quality visitors and better marketing effects.

Using search engines to match the combination of key-words typed into the search box to the most relevant destination content page. Makes information easier to find and avoids all the irrelevant information being offered on the search engines.

There are three types of meta data: document <title> tag, ‘descriptions’ meta tag and ‘keywords.

Making these unique to each site will give a better chance of it being assessed as out of the ordinary, instead of being duplicated with other pages.

Achieve Natural Link Building through Quality Content This is done by creating ‘must-have’ assets alongside social bookmark tools. This will encourage visitors to bookmark these links which will then be shared with all of their friends and so on.

Request inbound-only Also known as one way links, can be created through the execution of a link-building campaign.

<Title> Also seen as the most important meta tag as search engine places significant weighting on the key phrases contain. The more relevant copy the more clicks it will get. At the same time gaining a high position on search engines in comparison to content pages getting fewer clicks.

Reciprocal Linking These are agreed between the brand and another organisation. Not the best method, but if used in conjunction with a reliable source, it can be better than nothing. Potential link partners need to be identified through different programs to insure you find the most compatible source for maximum success.

‘Description’ An attribute of the page within the HTML <head> which can be set by the content owner.

Creating Your Own External Links This can be done through blogs and online communities. However, a blocker has been put up on these methods which gives search engines the option to discount the attributed tag or link.

‘Keywords’ The keywords meta tag is used to summarize the content of a document based on keywords.

Generating ‘Buzz’ Through PR Make the most of press releases and articles which will bring searchers back to your brand.

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SEM PPC

Search Engine Robots

PPC also known as pay per click is a form of advertising. A relevant text ad will be added with a link of the company’s page to the right side of the search page. When searching for key words the sponsored link will appear, where if you want to follow to the page all it applies is a simple click.

These robots are the seekers of content on the Internet, and also within web pages. They are also known as spiders, crawlers and bots. The idea that it travels through the web to find specific information and links.

Advantages PPC: 



Advertiser is not paying for the ad to be displayed; a cost will only apply if the visitor follows the link through.

PPC advertising is highly targeted, so will only appear when a specific phrase is typed in. By doing this the correct market is being advertised

Crawling Purpose of the crawl is to identify relevant pages for indexing and assess whether they have changed.

SEO Pyramid

Search Engine Optimisation needs to be considered as a crucial part of site design and when developing content management systems, in order for search robots to be able to crawl through the content and present it when relevant to the web searcher.

URL Optimisation URL optimisation is simply owning a web address that contains relevant words to what your brand is about in order to do well in search engine results. Complex URL’s with random numbers and letters are difficult to remember and hard to find, resulting in less traffic to your site.

This increases brand awareness as it is more likely to come up when a search that is relevant to the brand is made, thus escalating brand exposure. This method is a lot cheaper than paid searching, contributing to a guaranteed long term return on investment.

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Online PR Online PR or e-PR allows a networking scenario to occur on the internet. Online PR has the same intentions as traditional PR, but allows for interaction with consumers on your page through a third party website.

Online influencer outreach can help the brand to influence a wider audience a lot quicker than traditional media would be able to. As it is digital, the popularity of your site can better improve your rankings in search engines, thus driving more traffic to your brand and product.

Online PR Key Areas Buzz Building Create excitement about a campaign through online and social media. This message is then to be spread via viral marketing in order to create more interest.  Press and social media releases  Web editorial contacts  Encouraging bloggers to notice and comment  Communicating with media  Viral Marketing Search Marketing Activities (SEO) The backlinks created from the other techniques helps to make this technique successful.  Inbound link building  Content Creation  Influencing Media Owners  Blogs/Feeds(RSS)  Press Releases Market Research Acts as a forum for discussion about your products, and the ability to track the links they click on to fully understand your customer and what they respond to.

Social media is used predominantly for people to express themselves.

Brand protection activities Manage the reputation of a brand and all online activities to go with it including negative and positive incidents.

• Social media monitoring • PPC and SEO protection • Influencing media owners

Brand engagement activities Engagement enables interaction or dialogue with online audiences, through blogs or communities.

Activities such as this can help understand consumer needs and potentially influence them. For example 40d holds a discussion site for Hollyoaks users to comment and share.

It can include content such as:  Surveys and Polls  Social media  Own blogs and communities  Audience research  Influencing bloggers or media owners

Online and offline PR 1. Audience connected to organisation: Using online PR is an easier way to connect to the consumers in comparison to offline PR. Due to the majority of audiences being able to be connected through a click of the button whereas offline will take longer to contact.

2. Connecting users together Users are connected online horizontally together through social media sites and discussion boards. This enables brands and companies to be talked about, without bias views from companies entering the mix.

This could either cause good or bad PR in some cases.

3. Other information Statements made by the companies press releases and own webpages, can now be challenged from additional information found online. Users can access information that is widely available to them on a range of platforms, acting as a second opinion.

4. Availability of other information: The internet offers more opportunities for customers to question and contact the company directly.

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BBC iPlayer: An Amazing Flying Start

BBC- The Launch of BBC iPlayer: an amazing flying start With the growing “digital revolution” BBC wanted to play a major role in the next coming era, with the initiative BBC iPlayer ensuring that this would be achieved.

The idea behind the whole campaign was to build awareness, understanding, appeal and trial of the iPlayer among a mass audience. The target was to bring 500,000 users by the end of April 2008, which was achieved in under a fortnight.

The public value test showed in 2011 7% of all BBC television consumption was through BBC iPlayer.

Furthermore the government asked the BBC to spearhead the building of “digital Britain” in advance of the 2012 switchover.

This graph showed that after the campaign 59% of people said they would visit the website. This showed that the campaign was having an overall success with BBC and iPlayer.

This campaign is designed to make contact with the audience easier, giving them more responsibility on what content they want to watch and when.

As well as going direct to the consumers instead of using offline methods this wouldn’t necessarily get to the right target audience.

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PR case study-ITV vs. TV Catch Up ‘Re- engaging viewers to the ITV Brand’

March 7th 2013- ITV has won the battle against the European TV catch-up site which allows viewers to stream live content via most portable devices (FT, 2013)

Although viewers still use the site ITV and other on demand platforms have continued to transform digitally to gain viewers back.

ITV and other on demand services have been in court since 2010, pursing the site for copyright laws and ‘unauthorised re transmission of live TV’ (FT, 2013).

Statistics:

Since its launch it claims to have over 12-million users registered to the site, giving them 50 channels all in one integrated platform- a direct copy of pay to view services like SKY. It has been used since by students and users without TV licenses.

What went wrong?

Forums were set up for the brand to engage with audiences; however the forums were used as a complaints department for interrupted viewing content.

ITV – Viewership has continued to increase over the years due to the popularity of the content that is created. Shows like ‘The Only Way is Essex’ and ‘X factor’ have proved to be the reason why ITV player has gained enlarged statistics (Vod Professional, 2012).

Upgrading to improve reputation From the statistics that were gathered at the end of 2011, ITV acted up by setting up social networking sites not only to communicate with the users, but to allow them to share their viewing experiences with 15 each other.

ITV Comeback

By creating silo pages for shows such as ‘The Only Way Is Essex, it directs niche audiences into content that is specific for them. Social media feeds and sites allow users to also generate the content people view, this then acts as a successful measurement tool that can be used for traffic building. These blogs and feeds provided also act as a form of Search engine activities, as viewers can access this site without going via ITV. ITV have also digitally revamped their main homepage using more rollovers and sliding windows, to ensure ease of access.

The Future: As sites now are becoming more technology advanced individual sites could see an increase due to:   

Negative SEO Upcoming sites influencing media owners and blogger like BlinkBox, where all content is under one roof.

Faster access to content- No adverts and video quality fast.

Implications such as this can have an impact on the brand itself; others may be offering users more. Viral marketing can be a useful tool in order to gain a audience attention immediately. Again referring to ‘TOWIE’ a viral video was released recently of the cast dancing to the- Harlem Shake.

V iral content such as this an exclusive previews that the Xfactor provides, is a branch that sites like TV catch up cannot follow due to having to many channels to act upon this.

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40d Case Study

Watch and Discuss Channel 4 Content from Youtube via Facebook This particular broadcaster has developed a new video-on-demand platform which enables consumers to watch and discuss Channel 4 content from Youtube using their Facebook profiles.

‘Facebook Connect’ enables Facebook users to access other things on the web via their Facebook profile login details, and has been said to be ‘an innovation that could change the face of the web.’

The new platform is called Test Tube Telly, which links their on demand channel, 4oD, to Facebook.

The ‘experimental prototype’ has been created to accommodate for Facebook users to ‘watch, talk about, rate and recommend their favourite TV from 4oD’.

A further reason for creating this is to offer people explore programmes that they might not usually watch but their friends are really enjoying. As well as, archived programmes that have not previously been available online, now being open to access and view.

Channel 4’s broadcaster product development manager Andy Pipes, has reasoned that ‘on linear TV, people often hear about new programmes from friends or colleagues. If a friend recommends a show, we’re often motivated to check it out the next time it’s on.’

‘So we thought we’d see if we could use the same friend recommendation thinking to help people find and watch otherwise hidden gems on 4oD.’ The next steps for this online PR technique would be to roll out the initiative to other social network sites, with it potentially having 17 it as a feature of the Channel 4 web page.

Email Email marketing can be used as a powerful push tool in order to communicate online, causing a direct response.If used correctly, avoiding SPAM then it can prove cost effective and beneficial in capturing audiences.

C = This refers to the design including layout, image and colour.

As a ‘push’ tool it means the user is informed and reminded of a particular service without knowing, where a ‘pull’ factor is implemented by a particular reason. Email marketing is not to be confused with direct mail; although similar it comes in a form of an enewsletter.

T= Timing and targeting has to be correct in order to capture attention. Is it sent at the right time of the day?

Opt-In This form of email contact is chosen by the user, companies ask to provide an email address, before further services can be given. 4od require an email before viewing can take place, and in most cases the address can be used via third parties (if consented).

R = relevance to the user, does it meet their needs?

I = Incentive, what does the user gain from the offer?

Is it targeted correctly at the user?

I= Integration in reference to the selected marketing communications chosen.

C= Is there hyperlinks included, that can be copied to the search engine?

A= Attributes, the aspects that are included- subject line, multi -part message, format etc.

L= Landing page, what happens after the user uses the click through? Is the page presentable? Is there an online form?

Creativity- using humour and colour to attract the eye at first site.

Benefits include data capture, ease of measurement (via click through rates) and an increase in sales (higher ROI).

There are three main email options from the point of view of the member (recipient).

1. Cold email: This form of communication is via an email list provider such as (IPT Limited).

The organisation has rented the list and will contact you even if you are not a member.

2. Cobranded: This email provides an offer from a closely related company to your preferencesa warmer approach.

3. Third party newsletter: This is a form of advertisement, which has a link that can be clicked through to enter their company site.

As stated by Dave Chaffey (2013) there is a process to follow to ensure effective email success. ‘CRITICAL’ acts as a checklist to ensure all aspects of production has been covered.

Incentive: User gains connections with ‘famous faces’ and ‘exclusive content’.

Relevance: choice of programme due to the DOB entered.

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Email (Cont) BBC I player – Favourites tool bar BBC IPlayer provide personalised content, if you register with them you can ‘Opt-in’ for a favourites toolbar and emails that remind you when your favourite show is.

House Email List: Most companies have a house email list, which they collated all addresses on and send at a constant frequency in order to retain the customer base.

Regulations also have to be followed by the company to allow user to opt out, avoiding illegal SPAM.

Offers: By entering your email address via cobranded emails (Half Discounts) then the new customer can receive £5 free credit towards entertainment content.

Blinkbox – Tesco Blinkbox has over 2 million monthly users with a 9,000 strong content catalogue (Guardian,2013). Recently been taken over by the supermarket chain Tesco, it looks set to increase in number over the next coming years.

Objectives: As stated by Tesco its plan is to create ‘an Amazon like market place’, but with being a retail store its online presence has to be greater.

Audience: 16-34 year olds that are the current demographic highlighted in the market share.

Strategy: 15 million Tesco Club Card users in the UK (Brand Republic,2012). As the successful data collection method has come under fire, recently it needed a reboot in the industry. Nectar card and Boots points can be collected via both Lovefilm and iTunes store, where as the Clubcard only benefited from in- store sales. House email list being strong, Tesco aimed email towards existing members, but also new audiences.

Landing page: Once subscribed the link then takes you on to the homepage to encourage you to ‘sign up’ to edit your details and start purchasing.

Viral Promotion: Once on the site you can share ‘what you are watching’ via social media platforms, promoting ‘Blinkbox’ virally.

Results: This method of targeting Tesco existing Clubcard holders plans to go live at the end of March 2013 (PC Pro, 2013). Their strap line being ‘reward our customer’s loyalty’.

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Mobile 1 At a Glance...

Implications of mobile on marketing

According to comScore (2013), 64% of the UK population now own a smart phone and around eight in ten newly acquired devices are now Smart phones.

This figure represents how society is moving towards greater digitalisation and consumers now have the ability to access content that was normally only available on computers from wherever they are.

Mobile is not just applicable to smart phone users, as more and more consumers interact with tablets.

According to Mintel (2012) around 24% of UK households now own a tablet PC (2012). With such a high number of consumers now making the decision to purchase either a smart phone or a tablet, marketers have to able to engage consumers at particular times of the day through less conventional methods. The features available on the portable devices also change the way people interact with content. One such innovation is mobile apps. Started in 2008 by Apple, offerings included anything from restaurant reviews, to mobile gaming, to video on demand. In 2011, Apple recorded its ten billionth app download, revealing how much of an impact they have had on society (BBC, 2011). Mobile is transforming the way in which society interacts and is creating an always on approach.

As we move towards a greater number of people owning a mobile device, there are a number of implications it has on society.

M-Commerce- with the introduction of mobile apps, organisations such as eBay and Amazon have been able to benefit from this new technology, as well as banking and payment companies that allow consumers to use their services whenever and wherever they need to do so.

Location-based services- According to Forbes (2013) there is a lot of â&#x20AC;&#x153;geofencingâ&#x20AC;? today in the industry, where brand advertisers wish to advertise to people within a certain location of a store. Messages can be based on where a consumer visits and can offer them promotions via their current position.

Interaction- the relationship between a brand and consumer has been able to develop with the use of features on mobile devices. One such feature is QR codes, which allows consumers to scan the code to be directed to the brands website or content they have produced.

This kind of innovation means that ease of access for consumers becomes key to their interaction with a brand and means that connectivity between the two parties is an easier relationship to nurture for the involved organisation.

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Mobile 2 Mobile Advertising Variation There are a number of different ways for organisations to advertise their goods/services through mobile devices as well as build traffic to their web sites/ selected destination.

Mobile banners and Display- Similar to banners that would be seen on a webpage via a PC. Allows consumers to click through to the advertisements destination. They are usually sold using CPT (cost per thousand). Can also include rich media banners that expand when clicked on by the consumer.

Mobile PPC- ads that are text and image based, offered by search engines and usually served alongside organic mobile search results. PPC advertising is displayed when the ad is relevant to the searcher’s query. Mobile PPC ads cost the advertiser money only when they are clicked.

Location based advertising- Using geolocation and GPS via Bluetooth or an agreement through the provider and consumer to allow organisations to contact the consumer when they are in a particular area.

On Demand, On Mobile With 64% of the UK population now own a smart phone and around eight in ten newly acquired devices are now smart phones; engagement with content on the move is now second nature to consumers

With such a high level of consumers now possessing a smart phone, on demand/catch up services are an essential part of the reason why these devices are purchased, as 19% of consumers use their smart phone to catch up with programmes they have missed (Mintel, 2012).

For the advertising/marketing industry, it is possible to used location based services to see where consumers are accessing catch up services. Catch up is just one aspect of on demand services on mobile devices, as it is now possible to watch live television on a portable device through the likes of Sky Go, which broadcasts live television on mobile devices, but at a cost. However, the BBC are working on a service that will bring live television to mobile users free of charge, so consumers no longer have to miss their favourite shows (Telegraph, 2009).

The future of mobile Intel co-founder Gordon Moore stated in 1965 that the number of transistors on a chip will double around every two years (Intel, 2013).

This has come to be known as Moore’s law and is still applicable today, with technology increasing in power and ability becoming a regular occurrence. In relation to mobile devices, the ability of smartphones has increased exponentially, with mobile phones essentially becoming places of m-commerce, through the likes of Amazon and eBay and is expected to deliver a £4.5 billion boost to the UK’s economy through m-commerce by 2016 (Guardian, 2013).

The ability of smartphones now goes way beyond m commerce and quick internet connection as they now have features that allow consumers to access content through interactive advertisements and pictures. QR codes allow consumers to access content by scanning their phone over the barcode like image. There has now been a greater development in interactive content with the introduction of augmented reality advertisements (AR) that allow consumers to bring ads to life. Mobile devices are now essentially personal handheld computers and their capabilities now mean that consumers can do everything that they do with PC’s but now on the move and at anytime.

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Social Media Advantages of Social Media Establish a Brand and Raise Awareness With 1.06 billion active monthly users on Facebook, and more than 140 million active users on Twitter, the opportunity for brand awareness is growing rapidly. These platforms enable a company to establish an online presence, reaching a wide audience very quickly.

By creating interesting profiles and online communities, existing and potential customers will want to visit and as a result should contribute to increased brand loyalty.

Monitor Competition Allows the brand to better track and observe what the competition is doing in order to keep up with new trends and tactics.

Interact with Consumers in a ‘Humanly’ Way The use of social media within a brand, allows for a more personal interaction to occur with consumers. This adds more reputability to the company as it allows for consumers to ask questions directly and for advertising to occur in subtle way, which is better suited for these.

Market Research Acts as a forum for discussion about your products, and the ability to track the links they click on to fully understand your customer and what they respond to. Social media is used predominantly for people to express themselves.

Attract Attention to Specific Products Quickly Through the use of social media, exclusivity and ‘sneak peak’ concepts on new products, work well as online as members feel like they are personally involved in a secret about the latest thing to come to market. It provides fast, immediate attention to the product.

Increase Customer Trust, Improve Customer Service & Listen to Customer Opinions With the brand being very accessible, allowing for consumers to ask questions, give praise and offer suggestions, a feeling of complete openness and a personal relationship with the brand will be formed. Thus resulting in brand trust and increased likelihood of not spending with the competition. Constructive criticism can also be made which the brand can take on board to make the product better for the target audience which would hopefully result in more sales.

Easy to Measure Traffic statistics can be easily accessed by administrators. From a business aspect, every member of the company can easily see and understand how many people have viewed the campaign, which is not as viable with traditional media.

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Social Media Advantages of Social Media Referral Traffic The ability to see what the buzz topics are and what is trending live, on social media sites. As well as this, it is possible to see what sites/links are ‘referring traffic to your site, how much traffic they are referring, which landing pages are the most popular referral destinations and the extent to which those referred visitors interact with your site.’ (Google, 2013) This allows the brand to fully exploit the commonly used passages to their site in order to increase presence.

Disadvantages of Social Media Time Consuming A social media job role is created from a business having an online presence as the maintenance of the sites needs full time monitoring. This position would have to be filled by a reasonably senior member of staff in order to deal with all situations that may arise and need to be handled immediately online.

Delayed ROI Social media marketing does not offer quick return of investment. Instead, it is more focused on bettering public opinion. A period of time will have to be endured before improvement in sales or customer service to occur.

Negative Comments As it is a free forum for discussion, defamation of the brand can occur. The danger with this is other consumers seeing the negative feedback you are receiving, thus losing more potential consumers.

Event Tracking Social media icons are placed on the bottom of different pages of your site(s) to allow people to share parts of the campaign to their own sites. These ‘shares’ and user activity can then be tracked to see the audiences interested in your product, and develop ways to better communicate your product to them.

Risk of Fraud Fake profiles can easily be created mimicking the brand. This can seriously harm a brands reputation. As well as this, it is becoming increasingly common for brand social media sites being hacked and taken over by the hackers which is even more embarrassing for the company and can quickly get out of control.

Immediate Harm As everything happens live on social media, and people keep up with it at all times of day, there is no time to create a contingency plan if something goes wrong with public opinion.

New Content Development New ways of promoting and discussing your products have to be created in order to constantly have different angles of information to give the target audience.

Evident advertising on social media is not accepted or received well; therefore the content has to be created in such a way not to upset consumers resulting in losing support.

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Online Advertising- Ad banners At a glance According to the IAB (2009), online advertising revenue reached nearly $11 billion in the first half of 2009. Furthermore, although there is other popular forms of internet communication, internet banner ads which include display advertisements that are usually hyperlinked to the websites of advertised product, continue to be one of the leading advertising formats on the web, accounting for 34% of online ads.

The role of these banner ads are to encourage consumers to click on the ad, which then links them to the brands website or a website that has information regarding that brand. However, as stated by WARC (2013) banner ads generate a 1% click through rate, which does not necessarily seem like many people.

However, as an increasing number of brands use banner ads, it is not so much about the click through as it is about generating awareness and coverage for the brand in question. Therefore, it is crucial for an organisation to understand what aspect it is of their ad banner that encourages brand awareness from the consumer. Studies have been undertaken to look at whether the website that an ad banner appears has an influence on the click through rate or awareness of the ad, as well as looking at the effect of visuals on that web page (WARC, 2013).

With these studies, industry professionals have been able to realise that these banners need to be relevant to the consumers needs and have to be highly consumer focused. Furthermore, the banners are more effective when they are advertising products or services rather than websites and when the banners are clicked on, the consumer should be taken to that specific product rather than the brands generic website. Another point highlighted by research is that banner ads are more effective if they are positioned in a particular part of the page where the consumer is more likely going to notice the ad. For example, if the banner ad appears at the top of the page and is there as soon as the webpage appears, then it is more likely that the consumer will see the ad. Finally, the study revealed that even if it is obvious, colour and visuals do make a difference from being noticed by a consumer and being completely ignored. With an understanding of these fundamental points, banner ads become more accessible to consumers.

A message can entice the target audience and can become memorable for

them.

Good quality images will draw the attention of the consumer to the ad.

Interactivity / call to action helps increase brand awareness by up to 63%.

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Online Advertising- Ad banners What is the future for banner ads?

Advertising banners have been essential to marketers since the introduction of the internet and have played an important role in creating awareness for consumers over the past eighteen years. However, it is the belief of industry professionals that this digital age is not too far away from a form of advertising online that will engage consumers past the level of awareness and actually allow them to interact with the advertisements. When the first banner was introduced eighteen years ago, the industry believed it was a way of making money on the web.

John Battelle, an advertising visionary and the founder of Federated Media, who was present for the invention of the banner ad at Wired, agrees "We messed up when we decided banner ads would be how we make money on the Web. We shoved them up in the corners and tried to ignore them, and advertisers have had to scream from the sidelines," he says. "There's a way to make web advertising a better experience, like an ad in between every page view that you can simply flick away if you don't want to see it. I'm a big fan of full-page ads, especially on tabletsâ&#x20AC;?

Business Insider, 2012). Furthermore, Battelle thinks it could take ten years before the online advertising industry is thoroughly disrupted. In the meantime, more and more companies are steadily working at more engaging banner-ad alternatives.

So what about the on demand/ catch up sector?

The role of advertising banners in relation to on demand/ catch up services is that they are applicable, but to the point of creating awareness and offers for paid services. This following example is of how Netflix promoted its services through CNN and how it promoted current offers through banners.

However, the introduction of social media essentially means that companies like Netflix can promote their offers and services through their own pages that are accessible to a worldwide audience.

Social media has essentially meant that banners are not a necessary form of coverage for a brand, as they now have the ability to set up an internet page away from their generic websites, where they can engage with consumers and create a long lasting rapport. This approach has been taken by many organisations, as it is a practical, cost cutting approach.

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Viral Marketing Viral marketing is a shocking, clever and highly informative idea which makes for compulsive viewing. This can be in the form of a video clip, TV ad, cartoon, picture, poem or a political/social message. Viral marketing harnesses the network effect of the internet and can be effective in reaching a large number of people rapidly. Overall creating the potential for exponential growth in the message’s exposure and influence.

Advantages  Socialising and networking has made people closer, making people easily accessible via the internet.  Viral marketing is a cost-free method for promoting a business transaction  Time and resources are easily available.

A viral marketing execution needs to create a buzz to be successful. Two main forms of viral marketing are best known as ‘Words- of- Mouth’ and ‘Word-ofMouse’. Both on rely on networks of people to spread the word. Viral marketing also occurs in social networks.

Disadvantages  Spam threats, if viral marketing is done badly then may lead to spam threats.  The strength of viral marketing depends on the transfer of messages from person to person. During this process, it may reach someone you would rather not be associated with.  Keep away from making merely financial based offer

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Viral Marketing Example Viral Marketing: ‘Dance Pony Dance’ Three’s new advertising campaign featuring a Shetland pony ‘Socks’ is designed to celebrate the nation’s love of sharing the funny, quirky and downright daft content.

Currently being placed 8th in the top 10 viral videos ads chart, which reveals the web’s top – performing brand-driven ad campaigns. The quirkiness of this advert attracts people to watch it and makes people wonder which brand the advert is for. People’s curiosity makes them watch it to end.

Throughout the TV demands websites there hasn’t been a viral marketing campaign that has made a dramatic impact in comparison to the Top 10 ad charts. Considerations could be made for all of the following websites; 4od, BBC iPlayer, 5 Demand and ITV player, Netflix and Skygo.

Improving their ads from using conventional information and coming up with outstanding ideas would make them stand out from all competitors.

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Tracking What does it all mean!?

For organisations to track the effectiveness of campaigns and operations online has been a complicated task to overcome due to the fact that websites receive a high level of traffic and tracking costs has also been an inability of organisations. This task has been made easier with the introduction of analytics. Analytics are meaningful patterns of data and can quantify performance. Analytics also allow the visualisation of data and can reveal to an organisation on how to improve, describe and predict what will happen with their business. The introduction of analytics has been fuelled by the way marketing has evolved from a creative driven industry into a data collection driven industry.

One well known example of analytics is Google analytics. Value is best seen through £ index value and revenue metrics which let the organisation track click through rates and work out the cost of each click. However, organisations will only see values for these if they have assigned a monetary value to their goals. There are 3 main key value measures within Google analytics. £ value (page value)-

3) £ value (page value) - This shows the influence of pages in generating value either through Ecommerce transactions or

1) Per visit goal value- If you have a value assigned to your conversion goals this shows you the Total Goal Value for your reports. It’s reported within the Traffic Sources reports for Referring sites, Search Engines and Keywords, so it’s useful for comparing the value generated by other sites and your search campaigns.

2) Per Visit Value- You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. (Chaffey, 2010).

BIG data Every day, we create 2.5 quintillion bytes of data.

So much that 90% of the data in the world today has been created in the last two years alone. This data comes from everywhere: sensors used to gather climate information, posts to social media sites, digital pictures and videos, purchase transaction records, and cell phone GPS signals to name a few. This data is big data and is more than simply a matter of size; it is an opportunity to find insights in new and emerging types of data and content, to make your business more agile, and to answer questions that were previously considered beyond your reach.

conversion goals with a value assigned. So it’s available within the Top Content reports. It shows you the influence of particular pages in generating value if they were part of the path to purchase on the site. So you will see that goal value pages or checkout pages always have the highest $Index value, but you can evaluate the relative influence of category or product pages within the journey too.

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Affiliate Marketing Ultimate form of marketing communications as it is based on commission, Pay Per Performance, the merchant only pays when they make the sale or get a lead. This results in much less wastage than traditional advertising or direct mail offers. As well as this, affiliate marketing drives business from a multitude of sectors. In contrast, it’s not suitable for sectors such as business products or lower priced consumer products as it is not sufficiently profitable for the affiliates.

An affiliate network manager can manage and take care of tasks such as:  Finding affiliates  Updating product information  Tracking clicks  Making payments As the middle man, the network manager takes a cut on each sale. To partially avoid this, many merchants try to establish separate relationships with preferred affiliates, ‘super affiliates’.

Disadvantages of Affiliate Marketing The predominant downfall to affiliate marketing, is that it is run solely on money,  Incremental profit or sales may be limited – business you would have acquired without it  Affiliates may exploit your brand name – bid on variations of it and use this to obtain a presence in natural listings.  May damage brand reputation – ads placed on sites that are not in

Advantages of Affiliate Marketing These are predominately linked to search engine marketing as the affiliates are usually experts at releasing SEO or PPC to obtain visibility in natural search results.  Obtaining increased visibility in paid and natural listings of SERP’s  Different affiliates can be used to target different audiences, product categories and related phrases  More response from affiliates with regard to algorithm changes for SEO or changes in bidding approaches for PPC. This is also good for pointing out flaws in a brands search strategy  Allows the brand to reach customers on generic phrases for a considerably low price.  Stretches the reach of your brand or campaign as affiliate ads featuring the brand will be present on thirdparty sites  Lesser publicised products can

 Programme management fees – can take up to 30% of devised affiliate commission  Programme management time – based on creating and maintaining strong relationships. Agency not able to do this alone 29 Generally speaking, affiliate marketing is not suitable for on demand services as its not a product as such but instead ever changing programmes.

Conclusions and recommendations Market situation: On demand services have not been effected by the economic down turn as of yet as they are free, however with the increase of paid services it could start to decline. Primary research results show that users’ access services, due to the content that it provides so with the use of viral marketing campaigns and Google ad words companies like 5 on demand can start to gain further traffic.

It is recommended for sites like 4od and demand 5 with a smaller share of the market to promote their programmes through social media sites as suggested by our industry experts.

SEM: With only four major sites who offer the free TV catch up service, there is no real need for search engine marketing as there won’t be a lot of competition when it comes to the search engine.

Online PR: The biggest plus to online PR in the on demand industry, is the ability to discuss ‘new releases’ or ‘spoilers’ of new things to watch for the targeted audience. The key players in this industry rely heavily on the use of online PR to determine their success. A topic trending online about a recently added show offers great PR for the brand and puts the show in front of audiences that may not otherwise click through to watch it. Online PR offers fast spreading coverage on a topic the brand wants specific attention on at that exact moment in time.

Ad banners: It is widely believed by industry professionals that ad banners are not necessary for the future of the industry as they do not provide enough effectiveness.

Furthermore, social media means that brands no longer have to pay for placement as they can now gain free coverage through social media and build a long term relationship with

.

consumers

Email: As email marketing allows organisations to contact consumers fairly easily and does not cost much to generate, it is a useful tool of communication for the industry. However, as consumers are becoming aware of how easy it is for an organisation to get hold of their email addresses and how easy it is for them to be pestered. Therefore, it is more likely for consumers to access social media and the website to interact with a brand rather than the brand contacting them if they have not requested the brand to do so.

Mobile: With the introduction of m-commerce, through the likes of Amazon and eBay and for it expected to pump a further £4.5 million into the economy; marketers need to find a way to sell their products or services through this mobile marketplace.

Furthermore, the development of QR codes and Augmented Reality ads mean that marketers are able to engage with consumers in alternate ways, but this technology is still young and needs to be fine tuned so that consumers can actively engage with this media more efficiently.

Viral Marketing: This is weakest form of traffic building relating to the on demand industry.

With all of the major channels having unsuccessfully created a viral marketing campaign that creates a buzz.

This is most likely due to all of them providing a free on demand service, so isn’t really a competition within the market. As well as there not being a specific brand to promote within a viral marketing campaign.

The customers that use the service will already know what they want to watch before entering the page, so using a viral campaign would not affect the audience’s usage.

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