MAI HUU LOC Current work: Group Head at OMG Vietnam Experience: 2 years experience in Media Research – Kantar Media 6+ years experience Media and Digital marketing – Publicis & OMG VN 1 year international working experience – Publicis China Clients:
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DIGITAL MARKETING
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Talking Points
What is Digital marketing ? Why Digital marketing ? Digital marketing components Benefits of digital marketing Digital marketing process & Role of an agency Appendix: Digital Solution Analysis
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What is Digital Marketing ?
Digital marketing is the act of promoting a business, brand or individual through a variety of digital media channels, including also internet and mobile platforms
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WHY digital marketing ? Digital penetration is the Answer:
Source: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)!
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WHY digital marketing ? (cont.) Digital evolution is always-on while people grow: Digital’s Decades in Vietnam
1980s – 1990s
1990s – 2000
2001 - 2003
2004 - 2013
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Advertising in Digital Age There is also a variety of digital marketing components: Social Contest/Games
Display banners
Email Microsite
Forum seeding
Digital Advertising Social media ORM Viral iTVC
Mobile App
Benefits of Digital Marketing ? There are many benefits of digital marketing vs. traditional marketing In terms of Effectiveness: Puts the consumer in control Provides convenience Provides targeted results It is measurable Cost effective In terms of Communications: Builds up your brand image Drive brand engagement Drives brand loyalty Brand Advocacy 8
Digital Marketing Process
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Stages of a digital marketing campaign CLIENT
MEDIA/DIGITAL AGENCY
CREATIVE
PUBLISHER
AD SERVER/ TRACKING
1 - campaign briefing 2 - creative ideas and digital planning 3 - creative development and digital buying 4 - campaign implementation 5 - launch, monitoring and optimization 6 - post campaign analysis
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ROLE of DIGITAL AGENCY
Digital Consultation Digital Planning Digital Buying Pre & Post Analyis
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Digital Consultation & Planning Research stage: Know your customers – Who are they, and what do they expect from you?
Know what you're trying to achieve – Set clear, measurable, achievable goals
Know your competitors – What are they doing well or badly (learn from them) – What aren't they doing at all (seize the opportunity)
Know the audience – Demographics, Behaviours,..
Know the creative or communications message – Discuss with client & creative agency
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Digital Planning (cont.) Stratgic planning stage: Set digital objectives & strategies: – – – –
Awareness: Reaching the right audience Engagement: To engage with your audience Conversion: To motivate your audience to take action Efficiency & ROI
Build the master digtal plan to meet the objectives – – – –
Choose the right digital media* Choose the right digital vehicles/mechanism* Allocate budget Airing schedule
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Digital Buying Develop the detailed digital plan with KPI optimization – Choose the most efficient vehicles (websites, ..) in order to meet planning objectives – Deal with digital publishers for the most effective & efficient spots
Digital Metrics How to buy the most efficient digital vehicles for the plan. Lots of digital metrics as following: Display Ads: Impressions Clicks CTR CPC CPA Social metrics: Fans, Likes, Comments, Shares.. Search metrics: Impressions, Clicks, CPC, Bounce Rate,.. 14
Digital pre & post analysis Digital marketing measurement Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign. PRE: Comscore Effective Measure Google analytic tools POST: Media Mind Double Click Google analytic tools Social media monitoring tools Sentiment analysis tools …..
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Appendix: Digital Solution Analysis
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MICROSITE: Your Window to the Digital World
Your website is your most valuable piece of digital real estate It is the only place online where you are in control Think of it as a “conversion engine� for the traffic you drive to it Your website turns visitors into leads / customers Interaction
E-commerce
Brand Image
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In-page Display Ads To advertise in a specific website (mass or niche), in which our ads banners can be displayed in order to reach high traffic across the homepage & subpages of the sites.
• High traffic websites/portals (Yahoo, Vnexpress, Dantri, 24h) • Various ads position & ads format (rich media, expandable banners)
S O • More ads formats, branding, sponsorship, Advertorial could be explored for long-term campaigns
• CPM or CPD buying are due to websites’ regulation • Massive audience, which may lead to irrelevant impression/click • Low CTR if not targeting relevant sections
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In-page ads channels are used to build sufficient massive reach with high traffic websites
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Some niche websites (on Real Estate, Finance) also need to be on air for right targetting
• Some niche website, which have low traffic are not strong enough to air alone • Regulations by the website may threat the ads benefit of the campaign
Pre-roll or Rich banners should be used more to leverage ads attraction & conversion rate PR Advertorials should explored to massively educate on brand/product features
Display Ads Network Groups of websites, which are classified into specific content category in order to reach specific tartget audiences (Lifestyle, Business, Real Estate, Car Motorcycle,..)
• Strongly focused into targeted audiences due to its relevant content • This leads to higher CTR driving • CPM buying: we pay for what we earn • CPM are kept flat at around 18,000 vnd
• Low traffic website, sometimes not sufficient impression to deliver if airing on few sites • A few websites do not agree to join the ads network • Ads position is limited into some regulated place (Ballon, fixed banners)
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W
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• It is feasible to select our own relevant websites as well as expand the channel list • More creative ads could be explored • Ads exposure could be justified by time/site for optimization
• Ads are scatterd across many websites, which may be hard to monitor manually • Website content quality need to be qualified
Ads Network channels are suitable for niched brand/campaign like banking… Ads Network channels should be used along with other top channels to amplify the campaign reach & optimise the CTR
Mobile Ads To advertise on mobile version website (m. domain)
• Small screen & Access on-thego • CPM buying: we pay for how much we earn • Higher CTR than desktop version
S O • More & more mobile sites to be added into the network to maximize the mobile reach • As technology is always developing, mobile ads would be more innovative in near future
• Ads format is not as rich as desktop version • CPM is more expensive than that of desktop version • Most of niche websites have not had mobile interface yet
W T • Ads expsure is due to CPM system, which makes it hard to manually monitor • As the network has quite few websites, better SOV would dominate the mobile SOV
As mobile internet population is increasing rapidly (38% 48%, 2010 vs. 2011), Mobile Ads should be more invested to maximize the campaign reach
Search – SEM or SEO
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SEM (or Google Adwords) is used to display Ads on the ads area of the Google screen. This is mostly applied to bring instant Search traffic for shortterm campaigns SEO is applied to optimize the own website’s natural ranking result on the Google Search page. Hence, bring more earned traffic to the website. The SEO process would normally require at least 6 months to earn the effective result
Suggestions: — Set a budget for SEO on local website (vn domain or subpage) to build up brand equities in long-term period — SEM is applied to support short-term initiatives
ANZ Ads here
Social Seeding
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Social media is a platform where online people could live, talk & create their own contents Social conversation is now important to the brands, who could get what the consumers’ insight & feedbacks about them. Then the brands could build up their images via positive WOM across the communities As the next step of utilizing the ANZ fanpage, an ANZ social community should be built up inside & around the fanpage • Create WOM across online communities (facebook, forum,..) • Key influencers are helpful for endorsement
• Social media is only strong for Youth, facebookers,..
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• In case of having sufficient social SOV, it would bring good results in term of brand understanding & advocacy
• Formal tracking is not applicable • Be sure to control social discussion growing on a positive way
THANK YOU
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