sdm winter 09 nme pres

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Successfully IntegratingOnline & Offline Marketing

Campaign elements

24 November 2009



Peter Fitzgerald

Director, CRM & Digital - New Media EdgeVietnam

Nam Do

Director, CRM & Digital - New Media EdgeThailand

The Speakers



Edge GroupSouth East Asia

VietnamThailand



The Topic

Successfully IntegratingOnline & Offline

Marketing Campaign elements

Digital 101 Track



What are we going to cover?

What integrated marketing means

What‘s feasible in Vietnam TODAY

How to integrate and track

Why do it



That word… Integrated

• A Marketing Buzzword

….CRM, 1 to 1

• Overused ….should be banned?

Integrated isn‘t just TV + Print +online



Integrated is…

―…where all aspects of marketingcommunication such as advertising,

sales promotion, public relations, anddirect marketing work together as aunified force, rather than permitting

each to work inisolation.‖

Wikipedia



“…working as a unified force…”

• The more integrated, themore efficiently your

campaign should be able todeliver your brandmessages.

• Tracking: which campaignelement delivers mosteffectiveness & value.



OfflineOnline

TV

Advertorial

eventmicrosite

m

o b i l e

banner



Integrated in Vietnam means…

BrandX



Why is online so important?

25% of VN’s population is online, but online advertising is about 1% of total advertising spend.

ADMA

Scale 20 million users (Vietnam)

Growth

Profile

The Gap

Young, urban, high net worth, educated.

47 million by 2013?

Frequency 2-3 hours per week



Who’s advertising



What to measure online?Some common 101 terms

http://www.webtrends.com/Education/

Total Visitors

Total number of visitors to a website. A sum

of all the unique visitors activity.

Unique Visitors

New Visits

Time on site

Number of single users who visit a website over time. A unique visitor can have multiple visits.

Number of people who visited your site for the first time.

The length of time each visitors stays on

the site. Depending on the function of the site, usually the longer the better.



What to measure online?Some common 101 terms

http://www.webtrends.com/Education/

Bounce rate Measure of visitors which leave the site immediately. Banner advertising will increase the bounce rate.

Conversions

Impressions

Search

A specific on site activity such as registrations, purchase, or download. Many online campaigns will have conversion as their objective.

The display of an online advertisement (usually a banner ad) to a web site visitor.

Both paid and non-paid search can generate a lot of traffic. You should have a search strategy for your site.



Where does online fit in?

The answer is that all of these are valid, but 2nd & 3rd are more powerful.

Is it like print since itemploys small ads,

mixed in with content, ona page?

Or should a directresponse model beapplied to onlinebecause of itsinteractivity?

Or because of streamingcapabilities of websites,should it be likened to

television?

Most advertising in VN issold as fixed display.In other developedmarkets, sold by

impressions

Why not tell your agencyhow many leads you

need, and pay them perlead?

You can measure thenumber of views, hencecalculate the total reach.



Campaign for “Brand X”

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search



Integrating search

• Searches on Google, Yahoo etc deliver FREE traffic

• Search is often forgotten by marketers

• If you‘re advertising on TV, check to see the results of a search with

that brand name.

• People research online before they buy.

• Consider using key word marketing as a tactical tool to drive sitetraffic.



Tracking offline traffic

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search

2. Remaining traffic canbe from ATL or other

sources.

1. Use Google Analyticsto identify banner and

Search traffic.



Google report



Google report

From Bookmarks, typing urlinto Browser, unknown (can

often be banners)

From another url, due tobanner advertising or links

From search engines –

Google, Yahoo, Bing



Separate urls aid tracking

www.brandX.com.vn

brandX.com.vn/tvcampaign

brandX.com.vn/prcampaign

default url

tv advertising

Print advertising

brandX.com.vn/radcampaign Radio advertising

[email protected] Emails from Than Nhien

newspaper advertising.

Tell your agency if you are going to promote the website in off-line channels, so you can decide if you want to track trafficsource.



Serving & Tracking banner ads

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search



Use ad networks

Wonder Campaign



NMEs Media Serving Methodology Benefits

• Targeting for entire virtual network for control and consistency

• Targeting based on geo-location (city level granularity)

• Cookie tracking throughout networks

• Frequency cap

• Sequential 1-2-3

• Serve different content based on previous impression viewed

• Optimization based on performance in real-time

• Ease of creative update



Behavioural Sequencing

• User interactions determinewhich ad is shown next insequence

• Encourage user through thedecision making cycle

• Unlimited creative ‗paths‘ help

improve conversion rates

1st 2nd 3rd



Déjà vu: Retargeting

Prior to Impression Ad

Unknown

Site Visitor

Participant

• Re-target ads based on previous behaviouracross media properties

• Cross-sell/Up-sell to maximize ROI

• Build valuable user database over time

• Who has never visited your site• Who has visited your site

• Who is active participant on your site

http://dejavu.exe/



How to track interaction online advertising

A-wareness

I- nterest

D- ecide

A- cquire•Ad Exposure

•Panels Imps

•Site Traffic

•Click / CTR

•Interaction *

•Brand Interaction Time*

•Participation in site*

• Time Spent in Site*

•Action / CPA

•No. of Registrants•No. of Download

•Total ROI•Sale Volume thatleverage the campaign

•Market Share•The strength of Brandin comparison tocompetitors



BUY

Be There — Every Step of the Way

RESEARCH

CLICK

Perceived Path to Conversion

INTERACT

SEE

Actual Path to Conversion



eDMs as a campaign element

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search

eDM

Launch campaignDrive repeat visits



Driving repeat visits



Driving repeat visits

Free baby-related

content based onyour child‘s age



How to track impact of eDMs

Measure• Delivery rate• Open

• Click• Conversion rate• Forward to a friend• Unsubscribe rate



eDMs Rules

• Don‘t spam – it is counter-productive

• Signup Confirmation

• One-Click Unsubscription

• Personalization

• Have a clear call to action – it‘s direct

marketing



eDMs Rules

• Tuesday / Wednesday = Increased Response

• Consistency is the Key

• Repeat Email Communication

• The Half-a-Second Subject Line

• The Preview Pane



Email works in Vietnam!

eDM – ―visit website to see this month‘s

winners‖



Integrating events

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search

eDM

Event



How to track events

At the event, ask the attendees to send an SMSmessage to a short code to enter into a prize draw.

SMS ePrize Draw

Automated system will notify winner at the event.

Analyze the phone numbers and compare withmember database:

•which members attended•new members



augmented reality at events

AR is creative way to track attendance at events.

Send invitations which contain a unique AR code.

Laptops at event track attendance and winners.

AR demo



AR video



Integrating to a database

TV

Print PR

Bannerads

Website

Database

Bannerads

Bannerads

Search

eDM

Event



How to track database interaction with yourwebsite brand

Use cookie to track member‘s interaction with website

• Session management

• Login, shopping cart

• Personalization

• My.website.com, skin

• Tracking

• URL, date/time, requests

Improve targeting and optimization of future messages



Dashboard reporting

Combine your campaign KPIs into an easy to access onlinedashboard

KPIs should be based on the objective of the campaign.

For example, how will you track how often your customers log-in toyour website; how many attend your event; how many purchase yourproduct?

Plan how to integrate & track on & offline channels (before thecampaign begins)



www.khongngungbuoctoi.com

kh b i




kh b i



Recruitment

online eventsmember get

member

deduplication

Memberdatabase

Dashboard

reporting

Member comms

(eDM)



Campaign Dashboard

Control Panel



Control Panel



Why do this?

Why Understand the relative contribution of

digital to the overall campaigns?

Unless we can quantify the contribution of digital to the totalmarketing ROI, digital runs the risk of not being given thecredit – and budget – that it‘s due.

Why is this important?

We all believe that digital will play an much larger role inmarketing in the future.



Summary

1. Advanced online technologies are available in Vietnam rightnow.

2. Email is only just emerging as a powerful marketing tool in

Vietnam.

4. Online marketing spend will grow very quickly, as the gapbetween spend and audience size is reduced.

5. Tracking the relative spend from different media sources willallow marketers to understand the relative contribution of eachmedia channel, and adjust their strategy & spend accordingly.



For more information visit

newmedia-edge.com /sdm

Thank you

sdm winter 09 nme pres

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