This document discusses the shift to online consumption and how consumers are spending more time online. It notes that broadband users spend 3-9 times more time online than dial-up users and use more entertainment services. The document also summarizes key points about different age groups' online behaviors and how advertising is evolving to engage consumers online through various formats like display ads, video, and social media.
2. Before we start
Who is the single largest music retailer on the planet?
Apple A Computer Company
Who is the worlds largest camera manufacturer ?
Nokia A Mobile Phone Manufacturer
Who represents the largest threat to the Television & Movie Industries?
Hulu & Joost Online networks
Who is the largest & fastest growing media company on the planet?
Google A Search Engine
Who has the 5th largest GDP on the Planet?
eBay
3. Before we start
I email useful information to colleagues
I send photos to friends
I use instant messenger
I have participated in a poll
I have submitted a book review on Amazon
I have submitted seller feedback on ebay
I read or contribute to discussion groups
I contribute personal opinions to websites
I write my own blog
I create multimedia content & put it on the internet
4. Today
1. Short introduction to the Internet
2. Customers online: a paradigm shift
3. Advertising today
4. Online advertising
5. Search consumption (SEM & SEO)
6. Blogs
7. Social networks
8. Website
9. Email Not covering
- Mobile
10. Benchmarks & ROI - RSS
11. Top 3 online trends - Indepth web development
- Driving traffic (social marketing)
8. The First Banner Ad
When: October 1994
Where: HotWired
Size: 468 x 60 pixels
Client: AT&T
Copy:
Have you ever clicked your mouse right here? You will.
12. What else is happening?
1,463,632,361 internet users globally
(www.InternetWorldStats.com 30 June 2007)
100,316,360 TDL domains registered
(http://www.zooknic.com/Domains/counts.html 15 April 2008)
2,869,632 blogs registered through authoring tools
(http://www.blogcensus.net 29 September 2008)
15. Online Delivering Big Numbers
As at Feb 2008:
Active Digital Universe:
10,927,000
Accessing Broadband at Home:
9,395,296
Ave Time Spent Online p/m:
19 hrs : 43 min : 02 sec
Source: Nielsen Online NetView Home and Work February 2008
16. No. of Home Access Users
Monthly Time Online (hh:mm:ss)
0:00:00
2:24:00
4:48:00
7:12:00
9:36:00
12:00:00
14:24:00
16:48:00
19:12:00
21:36:00
0:00:00
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
11,000,000
12,000,000
Jan-05
Jan-05
Feb-05
Feb-05
Mar-05
Mar-05
Apr-05 Apr-05
May-05 May-05
Jun-05 Jun-05
Jul-05 Jul-05
Aug-05 Aug-05
Sep-05 Sep-05
Oct-05 Oct-05
Nov-05 Nov-05
Dec-05 Dec-05
Jan-06
Jan-06
Feb-06
Feb-06
Mar-06
Mar-06
Apr-06
Apr-06
May-06
May-06
Jun-06
Jun-06 Jul-06
Jul-06 Aug-06
Month
Aug-06 Sep-06
Sep-06 Oct-06
Oct-06 Nov-06
Nov-06 Dec-06
Dec-06 Jan-07
Time Spent per Month
Jan-07 Feb-07
Source: Nielsen Online NetView Home February 2008
Feb-07 Mar-07
Apr-07
Mar-07
May-07
Apr-07
Jun-07
May-07
Jul-07
Jun-07
Aug-07
Jul-07 Sep-07
Home Broadband Penetration Australia - from January 2005
Aug-07 Oct-07
Sep-07 Nov-07
Oct-07 Average Time Spent Online per Month. January 2005 - February 2008 Dec-07
Nov-07 Jan-08
Dec-07 Feb-08 9,395,296
Jan-08
19:43:02
Feb-08
% of Home Access Users
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-05
Feb-05
Mar-05
Apr-05
May-05
Jun-05
Jul-05
Aug-05
Sep-05
Oct-05
Nov-05
Dec-05
Jan-06
Feb-06
Mar-06
Australian Time Spent Online
Apr-06
May-06
Jun-06
Jul-06
Aug-06
Month
Sep-06
Oct-06
penetration
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
growth in broadband
Apr-07
Increasing in line with
homes connected to the Internet .
May-07
Broadband = access speed > 56K.
Jun-07
Jul-07
Aug-07
all active Internet Users within Australian
Nielsen Online: Broadband penetration of
Sep-07
Home Broadband Penetration Australia - from January 2005
Oct-07
Nov-07
Dec-07
Jan-08
89.80%
Feb-08
18. Evolution of the online consumer
‘New to Net’
Communications Services Retail Contributor
User
First activities Email Online banking CDs/Books Blogs
Get to know ISP Message services Simple travel Complex travel Comments & posting
Information search Photo sharing Lodge tax eBay Customer reviews
LOTS of time browsing Social networks Book concerts Groceries Ratings
Source: Nielsen//NetRatings
19. Young consumers more active online
Common features:
1. User-generated content over
corporate content
2. Communities
3. Music
4. Keeping in touch
20. Older consumers are functional
Common features:
1. Information rich
2. News
3. Staying in touch
22. Users are more than just users
Source: http://darmano.typepad.com/
23. Kids are growing up with technology
The top five online chores for 8-14 year olds:
38% share pictures & emails with relatives
38% get movie listings
36% invitations & party planning stuff
36% plan vacations/travel
35% get driving directions
14% helped their parents prepare their income tax return
Source: YPulse Friday, 11 May 2007
24. Tween & teen online behaviour
Globally, the average young person connected to digital technology has:
94 phone numbers in his or her mobile phone.
78 people on a messenger buddy list &
86 people in his or her social networking community.
Digi-kids are not geeks
59% of 8 to 14 yrs still prefer their TV to their PCs
Only 20% of 14 to 24 yrs globally admitted to being quot;interestedquot; in technology.
Climate impacts on digital technology.
In countries with a strong outdoor culture, such as Italy, Brazil & Australia, young
people use mobiles for arranging to meet, flirt & take pictures of their friends.
Online activity
70% said the first thing they did after turning on their computer was to check IM.
14-17 girls spend the least time online -- 21 hrs/wk
22-24 males spent the most time online -- 31 hrs/wk
100% of those surveyed said they communicate every time they go online.
Source: MTV, Nickelodeon & Microsoft study
http://sev.prnewswire.com/multimedia-online-internet/20070724/NYTU10924072007-1.html
25. Multi-tasking is becoming normal
50% of Australian Internet users say that for at
least half the amount of time they are online at
home they also have the television on.
Source: ninemsn Media Usage Study
26. Broadband users do more
Broadband users spend between 3 & 9 times
more time online than dialup users
AND they use more entertainment services
27. Broadband impacts user behaviour
IM: 49% bb vs. 29% dial-up
Chat groups: 25% bb vs. 16% dial-up
Music downloads: 44% bb vs. 35% dial-up
Video downloads: 24% bb vs. 11% dial-up
Online radio: 26% bb vs. 15% dial-up
Creating blogs: 13% bb vs. 6% dial-up
Reading blogs: 21% bb vs. 10% dial-up
Podcasting: 10% bb vs. 3% dial-up
28. Five key Consumer take outs
1. More time online
Consumers are consuming more online, it is becoming a
down time tool (engaging, but functional content)
2. Kids as teachers
Kids are teaching their parents how to use the computer &
internet
3. Divided attention
Multi-tasking is common & we are competing for attention
4. Lots of noise
Everyone is talking about online – consumers, agencies &
the media
5. Consumers are multi-dimensional
Users are more than just users
30. Messenger
Trigger comms
Display
iPhone apps
Streaming
Ambassadors
Online WOM
Microblogging
Video - YouTube
SEO
Widgets
31. Customer Journey
Attract Engage Transact Retain Grow
(how do we (what is going (how do we (what ongoing (what ongoing
attract people to make get them to comms are we comms sre we
& drive them engage transact, either going to use to going to use to
awareness of the with the brand financially keep the brand keep growing the
campaign) or site) or pzersonally) top of mind) consumer trans)
ATL Microsite Shop online DM DM
POS Landing page Register eDM eDM
Online Website eDM sign-up Call Call
OTM Instore
DM In-branch Microsite Microsite
eDM Call centre
WOM
Measurement & Optimisation
32. How business approach marketing?
Campaign activity
Base line activity
(consistency & presence in market)
33. How we should approach it?
Base line activity
(consistency & presence in market)
Campaign activity
35. Online Advertising Definition
Any paid-for or free space on a website or in an
email, including:
Referrals
Keyword Search (SEM)
Classifieds
Sponsorships
Display Ads
Email
36. Digital Segment Terminology
Online Advertising
General Advertising Online Classifieds Paid Search Directories
Display advertising (e.g. Automotive Pay Per Click Search Online directories (e.g.
Banners) Engine revenue Yellow pages online, city
Real estate
search
Sponsorships Pay per Click Contextual
Employment
Search revenue Local Search
Affiliate Advertising
Personals
Email Advertising
General Classifieds
Online Auction listings
39. Top Australian Networks
9.5 million unique users
Ninemsn: 7.86 million unique users
• 9MSN TV show sites, ACP Magazine Sites, Hotmail, MSN Messenger, Hoyts, 9MSN Finance & Travel.
Sensis Media Smart/Telstra: 6.77 million unique users
• Yellow Pages, White Pages, Where Is, Sensis.com.au, School Friends, Trading Post, City Search,
Travel.com.au, Lastminute & Bigpond.
Yahoo! 7: 4.96 million unique users
• Y! Mail & Messenger, Channel 7 Sites (Sunrise, Today Tonight), Pacific Publication Sites (Better Homes &
Gardens, Girlfriend).
4.4 million unique users
News Digital: 3.70 million unique users
• News.com.au, Fox Sports, Career One, Aus IT & News Corp papers.
Fairfax Digital: 3.46 million unique users
• SMH, The Age, AFR, Trading Room, Money Manager, My Career, Drive & RSVP.
Source: Nielsen Online NetView Home & Work April 2008
45. Common Internet Advertising
Terminology
Impressions: The number of times an internet ad is displayed.
Clicks: Number of times users have clicked on an internet ad.
Unique user reach: Number of unique users an internet
advertising campaign has reached (different from impressions
as one unique user may be delivered several ad impressions
during a campaign).
Click through rate (CTR): Percentage of users who have click
on an internet ad. This is the metric commonly used to
measure initial effectiveness of creative concepts & ad
placements. An average CTR is 0.20% but this varies by
creative size (a text link for example will have a much lower
CTR while a large format banner will have a much larger CTR).
Eg. 50 clicks from 10,000 impressions = 50/10,000 = 0.5% CTR.
46. Common Internet Advertising
Terminology
CPA: Cost per acquisition (acquisition usually a sale, sign up or
lead) is calculated by dividing cost of advertising by number of
sales/sign ups.
Is also a metric for buying online media. Very rarely available, sometimes
offered by publishers as a way of generating revenue via un-sold inventory.
CPM: Metric for buying online media, stands for cost per
thousand impressions (this cost of course varies between
publisher, placement & ad format).
CPC: Metric for judging online media, stands for cost per click.
Standard buying metric for search media but not as widely
available as CPM is across other publishers & sites however
offered sometimes for less targeted activity.
47. Common Internet Advertising
Terminology
Site Activities: Internet advertising tracking not only allows
advertisers to see impressions, clicks & click through rate for
creative concepts & ad placements but also activities of their
choice past this initial impression & click stage.
Ad-server: Technology that facilitates the running of internet
advertisements on websites & in turn keeps track of
impressions, clicks, click rate & post impression/click
activities.
48. Quick Exercise
Do you notice online advertising?
Why?
Funny
Your ads
Competitor ads
What types?
Video
Static
Interaction
Why not?
Too focused
Not interested
49. Five key Online advertising take outs
1. More than display
Need to think about classifieds, messenger & search
2. Investment is growing
Clients are spending more money advertising online
3. Accountability
Need to define what is brand & what is direct upfront
4. Creative
Think about the environment that the advertising will live in
5. Measurement
What does success look like? What are the benchmarks?
51. What does a search engine do?
A user perspective
Ask a question, get an answer
A search engine perspective
Find all the answers
Give you the best ones…RANKED
Measure the human interaction with it’s logic
If you are not the answer, someone else is
62. 2008 Market Forecast
According to Frost & Sullivan (Australian online search study 2008), Information &
Communication Technology sector (ICT’s) is expected to increase search budgets:
57% of Consumer ICTs to increase their search budget
47% increase it by 10-30%
29% by 30-50%,
6% will increase it more than 90%
43% of Business ICTs to increase their search budget
54% increase it by 10-30%
15% by 30-50%
8% will increase it by more than 90%
Of these extra budgets the planned allocation is as followed:
62% increase search engine keyword budgets
31% increase online directory budgets
28% increase contextual search budgets
16% increase mobile search budgets
Telstra set to implement large focus on search for 2008
63. Consumer Activity Online
Telco specific
Attract Engage Transact Retain Grow
Generic Keywords Generic & Product Brand Terms Brand Related Terms
Keywords
(Mobiles, Nokia, (Optus Mobile, (Optus Mobile, My Optus)
Sony Ericsson, Cap (W880i, Skypephone, Optus,
with Low Avg. CPCs, High Avg. CTRs, Low
Plans) N95) Optus.com.au)
Conversion Rates
with High Avg. with High Avg. with Low Avg.
CPCs, Low CTRs, CPCs, Medium Avg. CPCs, High Avg.
Low Conversion CTRs, Medium to CTRs, High
Rates Low Conversion Conversion Rates
Rates
64% learn more about 76% compare prices of 40% purchased/ 31% return to where they purchased a
new telecommunication new telecommunication subscribed to a new telecommunications products for accessories &
products online products online telecommunications product service
after researching it online
Source: MediaScreen Telecommunications Survey. July 2006
66. Landing Page Guidelines
SEM (paid) Affiliate (paid) SEO (organic)
Broadband Broadband Broadband
Special deal for visitors What to look for from a Common features
We have a great deal
of X/Y/Z Broadband provider?
for people who want to
Specific copy specific
connect their Call/order now & enjoy an The top 10 things to know copywriters
broadband services exclusive offer when you are looking for
broadband.
Optus can offer you as a visitor Conversion driven
Call now!
of X/Y/Z a 10% extra download Many people have a lot of
package on all broadband questions about choosing the Integrated approach
Or leave your name to go in
services ordered today. best broadband provider. What (1+1=3)
the draw for a free Internet We will also send an email with are the key things to look for?
Security Pack, available information on the Internet Download limits, costs,
exclusively from Optus Security Pack… restrictions. Based on searcher
demand - keywords
Campaign driven Measurable conversion Keyword compliance
Clear conversion Personal approach 1 per red keyword
DM style Funnel by affiliate Leader –guru
Short Provide info content Create trust
SEO not main aim “Exclusive” deal SEO is main aim
Written to sell Written to sell Written to inform
68. Search Engine Optimisation
Definition
The process of choosing targeted keyword phrases related to
a site, and ensuring that the site places well when those
keyword phrases are part of a web search.
www.marketingterms.com
The process has two major components:
“On page” optimisation
site technology & accessibility
site content
“Off page” optimisation
link popularity
link reputation
69. Best Practice SEO: Design
Several on page elements are taken into
account by Spiders (not limited to):
Page Titles
Meta Description & Keywords
Page Copy (Body Content)
Image Alt Text
Internal Link Anchor Text
File names
Search Friendly Navigation
Site Map
Heading Tags
A clearly distinguishable site architecture
& navigation structure can help with
inclusion & improving rankings.
70. Best Practice SEO: Content
Content is King!
The Internet is mainly a source of information & that is what search
engines look for. So the more content the better.
Consider how people would find information
By brand
By product capability
By Issue
Develop content around the selected keywords
(Or Augment the existing content to cover target terms)
Fresh content is favored by search engines
Blogs, Press Releases, community areas
71.
72.
73.
74. Keyword in title
Keyword in directory
Content tab
Keyword in H1
Keyword body spread
Hyperlinked text
Keyword meta tags
83. Five key Search take outs
1. Constant
Search isn’t just a campaign, it must be on 100%
2. Nurture
Search must be nurtured, whether it is paid or organic
3. Integration
Search must be integrated into campaigns. Only 2% of
people remember URLs shown in TVCs or other activity.
4. Optimisation
Search can be optimised real-time, campaigns can be tested
& learnings taken out immediately
5. Measurement
What does success look like? What were the take outs from
the campaign (ATL elements)?
86. State of the Blogosphere
comScore MediaMetrix (August 2008)
Blogs: 77.7 million unique visitors in the US
Facebook: 41.0 million
MySpace 75.1 million
Total internet audience 188.9 million
eMarketer (May 2008)
94.1 million US blog readers in 2007 (50% of Internet users)
22.6 million US bloggers in 2007 (12%)
Universal McCann (March 2008)
184 million WW have started a blog | 26.4 US
346 million WW read blogs | 60.3 US
77% of active Internet users read blogs
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
87. Blogging demo & geographic details
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
88. Personal vs corporate blogs
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
89. Most popular blog topics
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
90. Why blog?
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
91. Elements used within the blog
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
92. Driving traffic to blogs
Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/
•
110. Quick Exercise
How should Optus use a blog?
Is We Hear You enough?
How should customer
feedback flow through
Optus?
Process
Profile
111. Five key Blogging take outs
1. Consistent message
Ensure messaging is consistent with online activities
2. Open communication
Transparent two-way dialogue is essential in authentic
communication
3. Onsite promotion
Idea promotion onsite allows the company to meet customer
needs & wants
4. Company wide buy in
Must be ingrained in the company with all departments
actively engaged with regular posts
5. Focus
Site needs to have one single, specific focus to drive posts
113. Social Marketing
Definition
It is a platform for connection between like minded
people or those that have a personal connection.
Communities or groups are initially formed on physical
connections & social networks radiate outwards
based on common interests between people (MGM).
Social networking provides the platform for people to
engage & find other like minded individuals.
114. Social Marketing
A question
Where does social marketing fit in a
marketing context?
Consumers expect to see commercial
messaging on portals & sites.
BUT on social network sites, without relevance
& context, it has the ability to possibly devalue
& detract from a brands relevance, stature &
esteem.
115. Social Network 7 Building Blocks
Source: http://nform.ca/publications/social-software-building-block
120. Social Network Contributors
0.16% of all visitors to YouTube upload videos to it
0.2% of visitors to Flickr upload photos
4.6% of all visits to Wikipedia pages are to edit entries on the
site
Source: http://customerevangelists.typepad.com/blog/2006/05/charting_wiki_p.html
129. Customers taking control
Yum Brands has
closed a number
of restaurants that
had rats running
wild.
The NYC inspector
who'd given the
restaurant a
passing grade is in
trouble, too.
131. IT Audience spending time online
Executive-level decision makers spend nearly 3.5hrs per week
consuming or participating in social media.
“How many hours per week do you spend online consuming or
participating in the following media types?”
Source: Marketing Charts
http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)
132. IT Audience trust social media
IT professionals cite social media as the most trustworthy
online source of information when making purchasing
decisions.
“What information sources do you trust the most for your
company’s purchasing decisions?”
Source: Marketing Charts
(http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)
155. Quick Exercise
How should Optus get involved with social
networks?
Campaign vs Brand?
What social networks would
be relevant for Optus?
156. Five key Social Marketing take outs
1. Absolute relevance
Just because you can, doesn’t mean you should
2. Community
Understand your audience & reason for being
3. Involvement
Offer something your audience wants
4. Creative
If it looks like an ad & smells like an ad, it won’t work in
social networking
5. Measurement
What does success look like? What is the economic value of
the campaign?
158. Websites: A thought
People don't want to wait. And they don't want
to learn how to use a home page. There's no
such thing as a training class or a manual for a
website.
People have to be able to grasp the functioning
of the site immediately after scanning the home
page - for a few seconds at most.
Jakob Nielsen
159. Web 1.0
What is web 1.0? What is wrong with web 1.0?
One-way communications People want human interaction
Pretty postcards The internet is NOT just another
Brochureware websites channel for broadcasting
Internet is just another The conversation went
channel elsewhere
Corporate speak
Content created by few
Static pages
Digitisation of existing
knowledge
160. Web 2.0
Why it is different?
Design
Open source
Communications
Conversations (two-way)
Collaborations
Content creation by many
Control of content by few is gone
Mass participation
161. Types of Web 2.0 sites
Social networks
Blogs
RSS
Social bookmarking
Wikis
File-sharing
162. Why has there been the change?
Consumers want a rich user experience
170. Degree of difficulty
Less complicated More complicated
Price list eCommerce
Static content Dynamic content
Same website for all visitors Personalised website
“Contact Us” form Real-time chat & call back
Public website Password protected
Campaign microsite Company website
171. Print vs Web
Mainstream Online:
Images taken in before Words taken in before images
words Logo, top left
Logo, bottom right Designed for familiarity
Designed for freshness Visitor chooses to interrupt
Interrupts their life their life
Trying to make money Trying to save money
TURN EVERYTHING YOU KNOW ON IT’S HEAD
172. How to create a website
1. Never underestimate
2. Create a site map
3. Write a functional spec
4. Creative design & content
5. Technical development
6. Test, test, test & launch
7. Report, optimise, learn & refine
173. Free TV online
Friis & Zennstr - received part of
$2.6 billion cash payment when
eBay acquired Skype in 2005.
174. Joost – who has signed up
Warner Music, Fox Studios, Indianapolis Motor
Speedway Productions (Indianapolis 500,
IndyCar Series) & production company Endemol.
In 2007, Viacom entered into a deal with the
company to distribute content from its media
properties, including MTV Networks,BET & film
studio Paramount Pictures.
National Geo, MTV, Red Bull Xtreme channel,
Swimsuit channel
176. Quick Exercise
What type of audiences go to Optus?
What questions should the
Optus site ask when people
arrive?
How should Optus update
it’s site to be more web 2.0?
177. Five key Website take outs
1. Make it easy
Users want to get in & get out of a website (functional)
2. Understand the audience
Understand why the audience is at the website & what they
want
3. Involvement
Offer something your audience wants
4. Content
Content is king, it is what keeps users there & returning
5. Traffic
How is traffic arriving at the site? What is pushing them
there? Where are the islands?
182. Second Life
Orientation Island
Residents get inside SL through an Orientation Island
183. Second Life
Concept
3 key elements
Community
Users can create their own avatars to live a new life in
Second Life world.
User generation content
Second Life citizens are owners of their own contents and
have all legal rights over products, animations, art, scripts
and everything they may create inside SL.
Market
Economy is moved by users that buy and sell products using
Linden Dollars (Second Life coin).
184. Second Life
Fast growth
1,000 events per day
275,000 different objects are bought & sold
everyday
2003 2005 2006
187. Advergame stats
50% of recipients play the advergame, for an
average of 25 minutes.
90% of players who receive a challenge from a
friend play the game and respond back with
their score or statistics.
According to the Entertainment Software Assn.,
42% of gamers say they play online games one
or more hours per week.
Source: http://www.frontnetwork.net/advergame/
189. Quick Exercise
Can you see a practical use for any of our
clients?
How would you measure ROI?
Would you use SecondLife?
190. Five key Gaming take outs
1. Constantly changing
Constantly evolving industry
2. Online advertising
Similar purchasing & specifications as online advertising
3. Audience
This isn’t for every audience
4. Creative
Simple, simple creative similar to billboards (limited
animation)
5. Measurement
This is a brand activity rather than direct response
192. Why email?
Over half of Internet users check or send email daily
Specific types of interaction with messages can trigger
other messages to be automatically delivered
Specific types of interaction with messages can trigger
other events such as updating the profile of the
recipient to indicate a specific interest category
GREEN
Email marketing is GREEN with almost no impact whatsoever
on the environment
No limit to personalisation
193. Popular email uses
Opt-in based / profile driven comms
MGM
Viral
RM based communications
Sales promotions
Newsletters
Alerts
Time-based reminders
Trigger based (actions for segments)
New Product launches
Product user/support groups
Sales transaction
Base Transactions - statements / invoices etc
194. Why people open an email?
What prompts user to open & respond to
emails?
54%: Products or services featured
40%: Written copy
35%: Subject line
33%: Compelling offers (e.g. discounts, free shipping)
12%: A single large image
9%: Multiple smaller images
6%: Search box within the email
3%: Recipients get text-only email
Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays
196. What you need for an email campaign
Email requirements
MIME (text & HTML)
Text only
HTML only
Envelope details
From
Valid from email address
Reply email address
Email subject
Client list of testers
Customer data delivery & quality
Email blast:
Staged or staggered
One send
Reporting required
Level of personality
Management of opt-out responses
197. Technical Hints for emails
Link to web version of the email:
All HTML emails should have a link to a hosted page
All text emails produced include a link through to hosted page
Email concepts:
Concepts are optimised for print & will appear different on the
computer screen
Text emails:
Not extensive formatting available use symbols to tailor
Links appearing will appear in the IP/number format.
Preview window:
Ensure key information & offer is at the top.
198. Technical Hints for emails
File size:
Standard file size of HTML emails are between 14K – 60K.
Email size:
HTML emails are designed to fit 550 x 800 screen resolution &
be viewed in standard email clients.
File types:
HTML emails can’t be produced as .jpg or as an attachments.
Flash in email:
All emails are unable to incorporate rich media within them.
Animated gifs are acceptable.
Email clients:
Web based such as Hotmail, Gmail or Yahoo! and others are
software packages like Outlook, Lotus Notes or Groupwise.
Each email client renders HTML emails differently, so it is
important you test in multiple versions.
199. Email related internal review questions
Briefing
Why is the client sending this email? Acquisition or retention?
What does the client want it to achieve?
What will we be measured on?
What is the client’s understanding about email?
Do they know what standards they should be adhering to?
Concepts
What does the concept look like in a preview window? Can you see the
message in the preview window?
What is the subject line? Is it under 50 characters? Does it describe what the
email is about?
Is the most important message (offer) at the top of the email?
Is there a clear call to action?
Is there an allowance for disclaimer & opt-out in the email?
Has the email been layed out insitu? With the email envelope at the top of the
screen?
200. Email related internal review questions
Develop
Is there any animation in the email? Is it working correctly?
Has the personalisation been included in the email?
Testing
What email client does the client use? Has it been tested in this client?
What email clients has this been tested in? Web based or software clients?
How does the HTML email render in the major email clients?
Reporting
Has this campaign met the clients objectives?
What else needs to be achieved?
Optimisation
Was there any creative testing done? Subject line? Headlines?
What can be learnt from the campaign that can be used in the next
campaign?
201. Coles emails
No consistent subject line format No one send day or time
No consistent file size
203. ALDI emails
Changed subject line approach Always sent on Friday
ALDI – theme - date File size more consistent
204. Tesco emails
Consistent subject line for each email Consistent for each email
Always include Tesco & short Very inconsistent file size
205. E-Marketing Toolbox
TIER ONE
+ + + +
Rich e-mail Data Manage Data Capture Metrics
Integration Response
TIER TWO
+ + + ++ + +
Rich e-mail Data Manage Data Capture Landing page Lead Metrics
Integration Response Micro-site Distribution
TIER THREE
+ + + ++ + + +
Rich e-mail Data Manage Data Capture Landing page Lead Optimisation Metrics
Integration Response Micro-site Distribution
209. Quick Exercise
Do you read all of your emails?
How many newsletters do you
subscribe to?
When you receive an email, what
do you want it to be?
Brief
Funny
Hastily written
Ill-considered
Thoughtless
Regrettable
Long
210. Five key Email take outs
1. Communicate if you ask for info
If you ask for an email address, communicate
2. Personalisation
Ensure emails are personalised based on behaviour or
purchase information
3. Test, test, test (& debug)
There are so many email clients, so make sure to test the
developed email
4. Test, test, test (& learn)
So many things to test: creative, subject, times, offers, etc –
don’t forget the control group
5. Checklist
Develop a best practice checklist & ensure all emails meet
everything
212. Measurement Benchmarks
Online advertising (banner ads) Email
Direct response Bounce rates
Click through rates Open rates
Interaction rates Click through rates
Post impression clicks Most popular articles
Brand response Number of forwards
Impressions served Search
Websites Keywords
Position
Visitors
Cost per click
Time spent on site
Cost per lead
Number of pages viewed Cost per sale
Sign-ups/Registrations Blogs
Most popular pages Views
Internal searches Comments
Paths through site Linking to
Returning traffic Search terms
Referring sites
213. It’s not just about clicks, because it’s not
just about websites
214. What we need to consider
1,000,000 people exposed to
campaign
300,000 will possibly click (0.3%)
Direct
response
6,000 clicks (at 0.2% CTR)
610,000 will possibly visit
your site later Brand
response
670,000 will possibly visit a
store later
Source: DartMail research, 2008
215. Classifying objectives gives a greater
understanding of the data & performance
Business Marketing Communication
objectives objectives objectives
Deliver sales & revenue targets Build brand awareness Maintain our reputation for x
Generate quality leads Maintain brand awareness & campaigns
Maintain a cost per lead of $X online presence Establish strong links with
Create an online community audience
Establish brands in the market
Increase market share
216. Campaign optimisation
Revise Run
Review
Run Review Revise
Improvement
Run Review Revise
Run Review Revise
Run Review Revise
217. Considered test plan/matrix
Multi-variable matrix is a grid showing each variable in
your test.
If you have two possible headlines & two possible product
pho-tographs, you'd create a two-by-two matrix.
You need significant numbers to make it statistically
relevant.
What can you test?
Copy: subject lines, introductions
Creative: landing page, search, online advertising, email
Offers: product, discounts
Time: dispatch, load
222. Campaign health checks
Free trail to help submit your sites
http://www.trafficgeneratorsite.com/
Understand the noise
http://www.touchgraph.com/
Website information
http://www.quarkbase.com/
Website stats & information
http://www.quantcast.com
Blog & RSS overview
http://www.aiderss.com
223. Five key Benchmark take outs
1. Measures
Different measures & standards across all things online.
Looking for interaction, participation or engagement.
2. Define objectives
Don’t just define the campaign objectives, look at the
business & marketing objectives
3. Consider Response & Brand
The best & worst thing about interactive is it’s accountability
4. Test, test, test
Define what you want to test upfront & make sure you test
everything
5. Checklist
Develop a best practice checklist for optimsation & ensure
everything is continually measured against it.
225. 1. Consumers have more control
“A new generation of media
consumers has risen
demanding content delivered
when they want it, how they
want it and very much as
they want it”
226. 1. Consumers have more control
Mass Communication Mass Customisation
227. 1. Consumers have more control
1968 1988 2008
Newspapers Newspapers Newspapers Podcasts
Broadcast TV Broadcast TV Magazines Download Movies
Magazines Magazines Broadcast TV PC Video Games
Broadcast Radio Broadcast Radio Cable TV Blogs
Eight Track Cassette Tapes Radio Online Video
Walkman CD Player Mobile Video
VCR Personal Computer MMORP Games
Cable TV Satellite Television Instant Messaging
Personal Computer Internet Tivo
Console Video Games DVD Players Slingbox
PC Video Games Satellite Radio iPod
MP3 Players Mobile Internet
Digital channels are the bulk of SMS Console Video Games
our communication / Email Mobile Games
entertainment / information mix Mobile Phone Social Networks