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Database-Building via Performance
Marketing
June 2009Matt Bateman
MD
Viva9 Pty Ltd
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Agenda Agenda
• Performance Marketing • Building and maintaining interest in a database • Cost-effective Database generation • Keeping an audience interested • Key Aims:
– Engage with core customers – Develop Interest group
• Rewards Program? • Research • Developing a social media strategy
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The Company: Viva9The Company: Viva9
• Australia’s Leading performance marketing network
• We provide sales and revenue generating services for our publisher and affiliate partners.
• Our focus is to aggregate traffic via our network partners and Viva9 owned products, then optimise this traffic and opportunities for advertisers.
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Key PointsKey Points
Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from;
- Pay only when the objective of the campaign has been achieved;
- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;
- Full approval of publishers/websites running the campaign. No Blind Buys.
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Building a database – cost effectivelyBuilding a database – cost effectively
• By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database
• Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing
• We can guarantee that a customer will only pay for members within their pre-defined target market
• Cost-Per-Lead = $3 per lead for a targeted database • A database that you can continue to market to via email and
mobile • We can target via:
– Age, Sex, Geographic location
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Maintaining Interest Maintaining Interest
• What can Beauty/healthcare clients offer consumers? – Great content around skin-care and beauty – Expand to health and well-being generally – Ask the consumer – do they want:
• Samples • Opportunities to try new products • Competitions
– We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online
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Rewarding Customers Rewarding Customers
• Getting to key influencers – If you reward the ‘sneezers’ amongst your audience, as well as
bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way
– 3Ts and an A:
• TRUTH • TRUST • TRANSPARENCY • ACOUNTABILITY
– In this space, you need to commit to regular communication, or not at all.
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Performance Marketing Tracking – how it worksPerformance Marketing Tracking – how it works
Central DB
Consumers
Analytics Layer
Publishers
Multiple entry points
$ Leads Sales
Landing pages
Remarketing opportunity
Landing pages
Tracking pixel
Live reporting
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CAMPAIGN EXAMPLES
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Case Study – Coca ColaCase Study – Coca Cola
• CPL Program• Driving a DB for coke• Focus on families
interested in holidays• Over 30,000 names
in a database in 2 weeks
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Case Study – Avon Case Study – Avon
• We have helped Avon build up their network of representatives
• Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs
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Australia Post /FDS – Database build
Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys.
Delivery Channel – Combination of targeted eDM, using quality opt- in databases, and banner placement, through selected affiliates within the Viva9 network.
Results – Both surveys were completed well ahead of schedule.
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StrawberryNet
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KEY TRAFFIC SOURCES
New Opportunities
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Survey ChoiceSurvey Choice
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30.41%23.43% 22.58%
9.50% 8.34%3.08% 1.71% 0.96%
NSW VIC QLD WA SA TAS ACT NT
State By State
Connection TypeADSL
ADSL2
Cable
Dial Up
None
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Marital Status
De facto
Divorced
Married
Single
Widowed
Home Ownership
Mortgaged
Owned outright
Rented
Work SituationHome duties
Looking for work
Retired
Student
Working full time
0% 10% 20% 30% 40% 50% 60%
Have Visa
Have Mastercard
Have American Express
Have Store Card
Have Diners Club
Cards
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LOYALTY PROGRAMMELOYALTY PROGRAMME
• Integrated Network Loyalty Programme• 120,000+ Member Database• New member every 3 minutes
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New revenue streams – Facebook Advertising as a traffic New revenue streams – Facebook Advertising as a traffic
driver driver
• 200 apps In 1 weekend• 18 Apps for
platinum cards in one week
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Major Major InfluenInfluence in ce in RipplesRipples
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RipplinRippling same g same contencontentt
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Long Long Tail of Tail of RippleRippless
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Social Media and Performance Advertising Social Media and Performance Advertising
• At this stage, affiliates/publishers are driving acquisition in social media
• Facebook already has profiling and targeting capability • My Space new tools announcement will be interesting • Social media looks more attractive, as search becomes
more expensive • Is information-gathering changing? • Twitter and Search combination could be a game-changer
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Conclusions Conclusions
• A database is just a start – don’t waste the investment you have made in your customers and potential customers
• 3Ts and an A • The Ripple Effect in social media • Be very clear about your objectives from the start • Be CONSISTENT
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Matt Bateman
Viva9Level 2, 62-64 Riley Street East Sydney
Phone: 61 2 9368 6850
Email: [email protected]
Twitter: viva9australia
matthieub
Contact DetailsContact Details