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How to Optimise the Efficiency of Your Digital Communication
The document discusses the dynamics of the online advertising market in Russia, highlighting the dominance of contextual advertising and the challenges faced by display advertising. It identifies common misconceptions about online consumer engagement and offers strategies to improve marketing efficiency, such as quality targeting and effective call-to-action design. Additionally, it emphasizes the importance of monitoring campaign results and the role of earned media in successful online marketing.
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How to Optimise the Efficiency of Your Digital Communication
- 1. Consumers Engagement MarketingOnlineCommunication Efficiency and ROI: Paid Media vs. Owned MediaIntroduction: Online Advertising Market Facts VoyagePrivé Russian Project / APPENDIXES Russian Online Advertising Market OverviewMarket size: up to$730m in 2010*, similar to pre-crisis levels.Contextual advertising: Quick rise, Yandex’s dominating position (2/3). Significantly cheaper than on Western markets.Display advertising: Slower growth, mainly from car makers, FMCG and telcos. CPM remains dominant, mainly used for image campaigns. Performance-based marketing developing slowly out of mainstream players.New approaches (video advertising, social media marketing…) are quickly developing.Contextual vs. display advertising(2010*) $272m(37%)$457m (63%)Typology of display advertisers*** Source: Mindshare Interaction.** H1 2010. Source: Mindshare interaction
- 2. Introduction: 5 wrongideas about Internet Communication 1) If you advertise on the Internet, will it generate buzz?In 99,99% of case no because Buzz is unpredictable! Online Buzz = Great creative idea + highly engaged consumers + media budget to support your marketing campaign.
- 3. Introduction: 5 wrongideas about Internet Communication 2) Will customers who like your brand be active on your official Facebook / Vkontakte brand page?No, they will not be naturally active. It is your customers that are waiting something from you, not the opposite. Clients who like your brand will be active only if you offer them interesting content, propose them interaction and invite them to have conversations.
- 4. Introduction: 5 wrongideas about Internet Communication 3) Is it better not to do anything if you are afraid to fail? No, your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
- 5. Introduction: 5 wrongideas about Internet Communication 4) Does a high CTR or a low CPC mean the success of your online campaign?No. CTR, CPC, … are just metrics! Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …).
- 6. Introduction: 5 wrongideas about Internet Communication 5) Is it easy to communicate efficiently on the Internet?
- 7. Paid MediaDisplay advertising: - Static banners - Interactive banners - Video banners - Social adsSearch advertising: - Contextual advertising - Behavioural Advertising - RetargetingSponsorships: - Web directories - Sponsored content - Sponsored postOwned MediaWebsite: - Search Engine OptimisationBranded Social Networks: - Facebook - Vkontakte - Odnoklassniki - Twitter - YoutubeBrand blog: - Blog Post - Back linksEarned MediaWord-Of-Mouth: - Online Conversation - Brand recommendationViralization: - Shared content - Exponential sharingOnline PR- Brand visibility - Brand contentAdvantages: Good control of your campaign.
- 8. Easy to implement.Challenges:Lowcredibility / response rate
- 9. disappear when stoppaying Advantages: Most trusted source of information
- 10.
- 11. Can be negativeAdvantages:Generates affinity and loyalty
- 12. Creates relationships withcustomersChallenges:Takes time to scale
- 13. No guarantees ofsuccessHow to improve the efficiency of your online communication?
- 14. 6 Tips toImprove the efficiency of your online communication
- 15. 6 Tips toImprove the efficiency of your digital InvestmentAverage banner CTR in Russia: 0.2% (2010)Tip 1. The longer the better. Tactical vs. Strategic ApproachGlobal display advertising efficiency:Tactical ApproachShort-terms approach consisting of placing ads to create a peak of visibility to leverage immediate business results. Strategic ApproachMiddle / long-terms approach consisting of optimizing continuously your approach to grow your results. The online visibility of the brand growth linearly.
- 16. 6 Tips toImprove the efficiency of your digital InvestmentTip 2. Quality is better than quantity.Focus on reaching the right peopleOptimize your targeting to increase the quality of your traffic:Context advertising. (CPM / CPC)
- 17.
- 18.
- 19. Begun- Retargeting. Soloway- Lead generation. (CPA) TradeDoubler- Social Media linking.
- 20. 6 Tips toImprove the efficiency of your digital InvestmentTip 3. Create targeted landing pages.Your social media platformsORProvide visitors with the right messageBetter Segmentation & Targeting:A landing page is a single page dedicated to a single product or service, providing the visitor directly with the content they need.More targeted advertising.
- 21. More relevantfor web users.
- 22. Test distinctcall-to-action.
- 23. Great possibilitiesfor optimization. Reduce bounce rate and increase your traffic conversion.
- 24. 6 Tips toImprove the efficiency of your digital InvestmentTip 4. Always push web users to action.Call-to-actionIncrease conversion and engagementCall-to-action buttons main purpose is to get a visitor to your site to do something:Adding a product to their shopping cart, purchase, subscribe to your newsletter …The efficiency of these buttons can be increased:Creating a sense of urgency (Order NOW)Being more specific about the call to actionOffering incentives (10% discount, free trial)Optimizing the Design & location
- 25. 6 Tips toImprove the efficiency of your digital InvestmentTip 4. Always push web users to action.Examples of online call-to-actionWeb banners:Website:Tweets:Facebook:
- 26. 6 Tips toImprove the efficiency of your digital InvestmentTip 5. Help your visitors to advertise for you.Sharing ButtonsForwardShareFollow
- 27. 6 Tips toImprove the efficiency of your digital InvestmentTip 5. Help your visitors to advertise for you.Social IntegrationsVkontakte Comment Window:Facebook Widget:Facebook Button display ads:
- 28. 6 Tips toImprove the efficiency of your digital InvestmentTip 5. Help your visitors to advertise for you.Social Integrations
- 29. 6 Tips toImprove the efficiency of your digital InvestmentTip 6. Monitor and analyze your results constantly.Data MeasurementOn site analyticsOff site analyticsSocial analytics
- 30. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaOffline advertising campaign:Youtube promoted video:
- 31. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaOnline advertising campaign:Youtube promoted video:Web banners:
- 32. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaResponse campaign: 185 videos filmed and published within 2 days
- 33. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaBrand’s Website:
- 34. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid Media
- 35. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaOffline PR:Celebrities involvement:Parodies:
- 36. Case Study. TheOldSpice Man campaign.Earned MediaResultsOwned MediaPaid MediaOld Spice campaign figures: No. 1 all-time most-viewed sponsored channel on YouTube. More than 200 Millions views for the videos on Youtube. + 80,000 Twitter followers in 2 days. 1,300,000 Facebook fans. Facebook fan interaction jumped 800% since the launch of the personalized videos. Oldspice.com traffic jumped by 300%.
- 37. Old Spice'ssales were up 106%.Conclusions and takeaway points
- 38. 01ConclusionsMain take awaypointsThe two critical success factors to any online marketing campaign are quality traffic (the number of qualified visitors on your site) and conversions (the number of people that take action when they get to your site).To improve the efficiency of your online marketing approach and your digital advertising investment, we recommend:A strategic approach will generally be more profitable to your business. Focus to target only your potential customers.More targeted landing pages will improve considerably your conversion rate.Invite explicitly your visitors to take action on your platforms.Give as much opportunities to your visitors to share your content.Monitor the results of your online activities on a daily basis.
- 39. 02ConclusionsFor more information,you can read:Marketing in the groundswell book includes three core chapters that focus on market research, marketing, and spreading word-of-mouth among your best customers.What customers are saying about you online is now more important than your advertising. Social Media Metrics focuses on measuring the success of your social media marketing efforts.Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business one network and one tool at a time.
- 40. 03ConclusionsBuzzFactory Partner of Vanksen GroupBuzz Audit:Monitoring and analyzes of a brand’s online reputation and perception during a fixed period of times. The buzz audit allows to understand the sentiment of conversations about a brand, consumers’ opinions, who are the brand’s evangelists and where these conversation are taking place. Blog Marketing :Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.Social Media Strategy & Consulting :Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.
- 41. Consumers Engagement MarketingForany question, please contact me:Thierry CellerinE.: [email protected].: +7 985 44 22 544W.: www.buzzfactory.ruC.: www.vanksen.comB.: http://buzz-factory.livejournal.com/Twitter: @buzzfactory_ru
Editor's Notes
- #5 No. They will join in 1 existing community, and will never come back if they are not satisfied with the experience: lack of content, lack of activity, lack of interactions…
- #6 No. Your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
- #7 No. Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). CTR, CPC, … are just metrics!
- #10 Reach the right person with the right message at the right time to generate traffic (the number of people that visit your site) and conversions (the number of people that take action when they get to your site)
- #13 The advertisements themselves are selected and served by automated systems based on the content displayed to the user.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
- #14 Landing pages provide the perfect opportunity to customize messaging for a specific audience.Let's say you're an online hardware store that sells a range of different products, including hammers, saws, power tools and axes... and you have a website where people can buy them from. You pay for targeted keywords, such as 'buy hammer' and 'buy power tools' and send all the traffic to the home page of your website.If the person that typed in 'buy hammer' doesn't see a hammer on the first page they are redirected to after they click on the ad, there is a much lower chance that they will convert to a sale. If, on the other hand, they click on the ad and are then taken to a page where they buy a hammer, there will be a much higher chance of them buying the hammer... leading to higher conversions and lower cost per customer acquisition.
- #15 The most important thing to remember when thinking about Calls to Action is that online users want to be told what to do. They want to know exactly what you are offering on your website, and they want a direct command to do so.
- #18 Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
- #19 Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
- #21 Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
- #22 Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
- #23 After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- #24 After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- #25 After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- #26 Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube (selection according to their influence). This real time messages were posted on Youtube (fastest reactive campaign in history). These videos created a tremendous buzz, especially those involving personnalities (AlyssiaMilano).Numerous parodies and offline media impression give the last push to make this campaign a word record.
- #27 The video received 5,9 million views in 24 hours. 40 million views after 1 week.