Digial Marketing

Online marketing“What’s all the fuss about?” : 

Online marketing“What’s all the fuss about?” Dave Power 15 January 2009

Do Media Ads just aid “Traditional campaigns”? : 

Do Media Ads just aid “Traditional campaigns”?

Slide 4: 

Marketers use of digital : 

Marketers use of digital Top ways online marketing benefits companies? 71% of build brand awareness 47% Driving lead generation 44% Enhancing loyalty/retention programs 41% Converting customers 2/3 marketers reported that strengthening relationships with customers is the primary goal of online video

Marketers Use of Digital : 

Marketers Use of Digital Over two-thirds 67% of advertising, marketing and media executives say online video is a primary focus in their 2009 digital marketing campaigns. In Q2 2009, more than half (52%) of respondents expect to be implementing or extending an online video project, whereas currently less than one-third (32%) are doing so. Nearly 60% of respondents consider interactive video experiences to be the next evolution for online video. Also, 62% believe that non-linear, interactive storytelling will become the most effective medium for marketers. Links to other videos is the most widely needed interactive capability for respondents, followed by graphic overlays, user comments and user-defined contents paths.

DIGITAL IS ONLY BEING USED AS AN ELEMENT OF CAMPAIGNS BY SOME BECAUSE ... : 

DIGITAL IS ONLY BEING USED AS AN ELEMENT OF CAMPAIGNS BY SOME BECAUSE ... It is effective as an element of a strategy It is not being implemented efficiently Marketers still don’t fully trust digital

Case Study: Powerade Never Give Up : 

Case Study: Powerade Never Give Up 54.4% Market share 19.4% 19.0% Budget Lucozade Sport 67% Club Energise21% Powerade12%

Online Strategy : 

Online Strategy Viral Video Motivated/Educate Blog Social Media Communities Online PR SEO Banner Ads

Results: Year 1 : 

Results: Year 1 Powerade became the fastest growing Sports Drink on the Irish market 43,000 separate consumers visited NeverGiveUp.ie 21,116 viewed The Powerade TV ads on YouTube, Bebo or My Space The client measured a 625% return on investment from digital Was it a once off ?

Year 2 Results : 

Year 2 Results Powerade recorded a 24% increase in sales in 2008 Powerade has increased its market share by 6% to 27.5% market share Over 93,000 people have visited the Munster Connaught profiles on Bebo and Facebook Online Advertising drove a total of 7,685 visitors through to the website while search marketing drove 10,547 visitors Next Step?

Social Media’s Growth : 

Social Media’s Growth Facebook is showing growth of over 500,000 members a day in ‘08 Facebook’s growth in recent weeks  up to 600,000 to 700,000 new users each day 2009 will be the Social Media year

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Communication tool to answer the question What are you doing?       Do I need anything special to use Twitter? How can I send updates to Twitter?   What does it mean to follow someone on Twitter?

Mobile Marketing : 

Mobile Marketing British mobile Internet audience has increased by 25% from Q2 to Q3 2008 25% of the British mobile Internet population aged between 15-24, 12% of mobile internet audience is 55+ BBC News is the most popular being visited by 24% of British mobile Internet consumers 1.7 million people. 60% of all mobile phone have their phone all the time

Mobile Marketing : 

Mobile Marketing Mobile online searching was used by 20.8 million US and 4.5 million European mobile phone subscribers Once a week searches grew 50 percent in Europe France and Spain leading at 69 and 63 %

Irish Digital Marketplace Overview Report 2008 : 

Irish Digital Marketplace Overview Report 2008 75% of the adult population have access to the Internet Broadband growth is the third fastest in Europe Mobile broadband access levels have reached 88,400 broadband subscribers Representing 11% of the total broadband market One-Quarter of Americans Watch Video on Mobile Phones

+ VS : 

+ VS Future of Mobile Marketing Android is just software, as opposed to iPhone’s complete package Google has teamed up with 34 companies $400 vs $200 Exclusive vs Openness

Features Including : 

Features Including

Android = “Goldmine for Mobile Marketing” (Bloomberg) : 

Android = “Goldmine for Mobile Marketing” (Bloomberg) Android's can collect cookies Geolocation Xtract, social networking targeting

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Urban China has the largest percent of users who watch online video via their PCs, at 97%, with the US following at 81%. The US has the largest percentage of users watching video on a mobile phone, at 23%. US respondents who watch video on their mobile phone spend an average of 36 minutes per day doing so. They report watching video most for entertainment, information and education: American respondents who use a PC or laptop to view video spend 1.5 hours per day doing so. One-Quarter of Americans Watch Video on Mobile Phones

Future of Digitial Marketing : 

Future of Digitial Marketing Irish Communication Key Data Report Just before Christmas ComReg published the Q3 2008 ‘Irish Communication Key Data Report’ and the top line data makes for interesting reading. Headline Stats Total internet subscription increased by 3% and now stand at 1.3m Broadband continues to grow – growth rate is now 6% per quarter and the total number of broadband subscriptions is 1.1 m (81% of all internet subscriptions) Within broadband – the mobile broadband sector is recording very high growth – 20% per quarter and year on year growth is now over 200% Total mobile broadband subscriptions are now 268,705 The residential sector accounts for 77% of overall broadband subscriptions WiFi access points now total 3,293 Mobile phone penetration is at 121% Mobile voice minutes now exceed fixed line minutes by 27% Quarterly mobile phone account churn volume was 91,000 (from a total of 5.2m accounts)

Digital Recession : 

Digital Recession Follow your customers – there’re online. Need for ROI and accountability measuability Marketing managers are increasing online investment

3 Key Take Aways : 

3 Key Take Aways Technology is always improving e.g. ease of bringing internet to phones Internet usage is increasing Recession demands results based marketing FUTURE IS ALWAYS DIGITAL, MUST GET INVOLVED Dublin Roadshow 2009, Wednesday January 28th Set up a website

Any Questions? : 

Any Questions?