dga presentation poe_redapple_2692013
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На чем стоится будущее рекламы: платные медиа vs. собственные медиа vs. заработанные медиа в 2014 году.
Dennis G. AdamovichMedia Arts Group Red Apple Moscow
Moscow
Years Ago… there was only…..
… now there are Digital Mad Men…. Requiring new thinking, new skills and new insights..!!!
Local Perspective
6Затраты на Интернет-Рекламу превышают все остальные
The new Story..!! 7
8Из уст в уста - надежный источник, однако не новый
Люди спрашивают друг у друга совета
Люди рассказывают о своем опыте
Sources: Ethnographic Research - Create with Context
Интернет работает в качестве усилителя
Позволяя охватить еще большую аудиторию
Появляется доверие к анонимному пользователю
Стирается грань между живым общением и интернетом
Рынок Интернет рекламы
Разница проникновения в Москве и крупных городах сокращается
*Источники: TNS Web Index, 2009-2012, Все 12-54, города 100К+
Охват, %
• Небольшие города остаются основным потенциалом роста Интернета
Города с населением до 1М активно растут
+3% +0%+11% +10% +11%
+15%+16%
*Источники: ФОМ, 2012, население России 18+
Пользователи используют по 2-3 устройства для выхода в Интернет
*Источники: TNS Web Index, Россия 100К+, Месячный охват, % от населения
Интернет уже второе медиа для молодежи
*Источники: TNS Russia M’Index , Россия 100К+, 19-35
Все 16+ Все 20-35
• Рост продолжается в первую очередь за счет старших поколений
Потребление сдвигается в сторону новостного и развлекательного контента
*Источники: ФОМ, всероссийский опрос,18+, 2012г.
- 5 п.п.
+ 9 п.п.
+ 7 п.п.
+ 7 п.п.
Изменение за последние 2 года
• Большее количество пользователей использует Интернет в качестве основного источника
новостей
Динамика аудитории мобильного Интернета
*Источники: TNS Web Index, Россия , Декабрь, 2012, Monthly Reach, 12-54, % от населения
Продажи смартфонов и планшетов активно растут
• По итогам 2012 года в России реализовано 12.6 млн.
смартфонов
• Продажи за год выросли на 60%
• Общее количество смартфонов в России 27,2 млн. шт.
• По итогам 2012 года в России реализовано около
2.5 млн. планшетов
• Продажи за год выросли в ~3 раза
• Общее количество планшетов в России 3,2 млн.
шт.*Источники: оценка МТС и J’son & Partners Consulting , 2012 год
В России Android – лидер среди ОС мобильных устройств
Доля продаж смартфонов по операционным системам
Доля продаж планшетов по операционным системам
• Сплит по ОС смартфонов повторяет глобальные тенденции
• В ОС для планшетов глобально лидирует iOS – 68%, в России Apple слишком
дорого стоит для подавляющего большинства населения *Источники: J’son & Partners Consulting , 2012 год
+14%+9% +2%+23% +10%+35%
Russia 2013
Hey Dude… Paid, Owned and Earned Media;A Paradigm Shift in the way brands see themselves and their Audiences! ..like …like ??
My brand is my buddy
IndependentsitesPartner sites Social
MediaChannel
Marketing
Retailco-op
marketing
Retail siteads
Retail loyalty
programsComparisonsite ads/ &
sponsorship
Review siteads &
sponsorship
SEO
SEM
Display
MobileSEM Mobile
Display
YouTubeSponsorship
FacebookDisplay
BrandedRetailer
SitesBrandedCarrierSites
ReviewSites
Countrydotcoms
GlobalDotcom
B2BSites
EmailMarketing
MobileSite
MobileSites
GlobalSNS
CountrySNS
Facebook YouTubeTwitter Facebook YouTubeTwitter
Audience Specific Audience Specific
PAID MEDIA
OWNED AND EARNED MEDIA
MobileSEO
YOUR BRAND
The Digital Ecosystem in 2013
What is POE!!!! 21
Definitions and Media Types 22
Earned media … and Social Viral Media example!!!
Guidance in Strategy by Influence consumer purchasing decisions
UK Consumers’ purchase behavior research, Nielson (2012)
Key Digital Influencer
Defining the Digital Marketing KPI’sWhat Key Performance Indicators are you Tracking?
Who are these people and why do I care?
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Consumer Analysis – Internet Persona’s for your brand!
Brand BelieversPut trust in brands, and uses
brand names as a substitute for deeper research
Happening HipstersLatest trends and style of
products, guide their purchase behavior
Gadget GeeksLooking for the feature-rich
products with latest innovations
Ravenous ResearchersSeek third party research and
validation from consumer and professional reviews before purchasing
Frugal ForagersShop on price – they are looking
for a deal, or willing to wait for one
Basic BuyersLooking for basic functionality,
they are unimpressed by brands, trends or bells and whistles
Persona’s are the keystones and hallmarks of good web design!!
Persona 1: Brand Believers - Trend & Style
This consumer is most likely to be under the age of 35 and skews female.Values what’s hot and what’s not – and keep a close eye on celebrities/prominent sports figures.Spends a lot of time going out to bars and restaurants. She reads publications on celebrity lifestyle, gossip, fashion.Male Trend/style buyers consume publications with news in digestible formats and like to read about cars and sports. More likely to watch reality TV than are consumers in the other three segments. Consumes online and social media with great frequency and in great quantity. Heavy users of mobile apps and their mobile phones to access social media sites.
Sample Journey: Trend/Style Consumer
CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE1
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Look at and play with/ use friends’ product , visit stores to see actual product. Make Facebook status “looking for new PRODUCT – suggestions?” Keep track of what friends have to saySearch on ‘best’ and ‘hottest’ + PRODUCT
Read consumer reviews and visit brand websites
Visit retailer website to see which desirable PRODUCTS they offer
Visit store to do one last comparison. Buy PRODUCT.
Visit PRODUCT Facebook page, Like, and make a post
Use PRODUCT
Rave about the phone on blog
Show off phone to fiends and family
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6Check in on Foursquare at the store to see if there are any deals for Foursquare users.
Persona 2: Happening Hipsters- BRAND CONSUMER
Most likely to be under the age of 35 and skews male. Likes to shop, cook, visit with friends, attend sporting eventsReading preferences tend toward news, sports, health, and quasi-educational publications such as National Geographic.Like to view TV about sports, news or nature. Like to read about food and cooking online. Voracious consumers of social media – particularly product reviews -- and are frequent users of mobile applications. They use many location-based applications as well as weather and sports mobile sites and applications.
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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE
Update Facebook status to “about to get my new PRODUCT”
Search on ‘best PRODUCT brand’
Visit websites from the SERPs and visit brand website. Make brand decisionVisit stores and see what brand PRODUCTS they had
Look for brand tweets to help narrow model choices
Search on ‘cheap + (brand) +(model)’ Click on SEM ad
Buy PRODUCT from SEM landing page
Use phone for location-based searching for PRODUCT accessories
Use phone to check in on Foursquare and become mayor of the store
Play games on phone while waiting in lines
Buy branded PRODUCT accessories at the offline retailer
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12 Visit brand site and make a blog contribution
Sample Journey: Brand Consumer
Persona 3: Frugal Foragers-Price Consumer
Price consumers are equally divided by under/over age 35 and evenly gender divided. Leisure-time preferences tend toward volunteer/charity work, reading, exercising, and watching videos or DVDs.Family-oriented / Least likely to read offline publications. If they do, they read about celebrities, sports and news. Online, Price consumers like to research products, read health topics, and catch up on the news. They are involved in social media, but not as avidly as the other three segments. The Price consumer likes to read and post product reviews online and share good deals with people they care about. They use their smart phones to check e-mail and find directions, but are unlikely to research products through mobile.
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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATESearch on ‘best + cheap PRODUCT.’
Visit retailer websites from SERP and see what PRODUCTS are good deals
Visit brand sites
Read PRODUCT reviews on cnet
See display ad advertising a great value on a desirable PRODUCT
Click on ad and buy PRODUCT online from landing page
Use PRODUCT
Email friends/family link to PRODUCT deal landing page
2 3
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9 Demonstrate PRODUCT to friends/family
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Sample Journey: Price Consumer
Persona 4: Gadget Geeks - Features
More educated than any of the other segments and are most likely to be over the age of 35. They’re more affluent, highly social, like to spend time restaurants & bars and visit with friends and family. Features consumers are the most career-oriented of the four segments.Have the most highbrow reading habits. Enjoy watching video on YouTube or and watch video via mobile phone also.Avid consumers of online reviews.Enjoy reading about travel & news online. Regularly uses mobile phone features: SMS, Text alerts, location-based banking and travel.
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CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE Search on ‘most features + best PRODUCT’
Visit brand websites that show up in the SERPs
Look in Consumer Reports to compare PRODUCTS. Narrow choicesRead PRODUCT reviews. Narrow choices
Visit retailer sites to see who has the most desirable PRODUCTS
Buy PRODUCT online
Browse the web for PRODUCT accessories
Talk about (brag!) to co-workers about everything PRODUCT can do
Demonstrate PRODUCT to friends/family
Visit PRODUCT’s Facebook page and like
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Sample Journey: Features Consumer
Examples and Cases of Earned Media Campaigns!
How brands in India are leveraging social
Brands: Common challenges faced by social media marketersbased on discussion with 20 senior marketers in India
Tactical approach
87%
Lack of focus on the right opportunities
Disconnect on KPI’s
94% 81% 76%
Digital and traditional divide
78%87%
Dysfunctional processes + governance
Brands: Mixed results
Use online contests, offline programs and sticky content to drive engagement.
Consistent evaluation of engagement, engagingcontent, real-time conversations and customer support.
Brands: Standard Chartered Bankis using a unconventional branded channel to promote card products.
Brands: Successfully leverage video with interesting and relevant content
Sunsilk innovated with an interactive channel.
Brands like Samsung, Nokia and Axe have transferred their Facebook loyalty to YouTube
Brands: Entertainment channels dominate YouTube
Brands: Viral videos are finding favor with marketers and users
‘Big Idea’ concepts drive better viewership
What we learned about Samsung India
Content: Publishing a variety of formats to drive engagement
Use of video adds variety to posts on Timeline
Clear calls to action and shortened trackable links are ideal
Brand/Fan interaction inspires others to engage as
well
Community: Letting users post directly to FB wall
Community: Using Facebook’s features to the fullest
Mission and Community Rules are
clearly set forth
Includes other social links
Cover photo communicates
authenticity/national pride
Community: Responses are inconsistent across channels
Spam
YouTube
Amplification: Using keyword rich titles help direct users
How-to videos are often the most
popular on YouTube
Amplification: Descriptions not optimized for SEO
Tags should be keyword optimized for Search Engine Optimization
Overview: Hampton Hotels
Part of the Hilton family, Hampton has over 1,800 locations around the world including North America, Europe and India
Create a holistic strategy to drive business objectives
“Bringing guests and prospects closer to Hampton by building the brand and filling available moments with the essence of
Hamptonality around the world.”
Used insights to create multi-platform content
Original VideoEngaging Formats
Photo Assets
Published content across the Hampton social ecosystem
Drove conversation with community management
Proactively addressing customer service
Developing relationships with advocates
Cultivating conversation
Amplified reach with paid social
Promoted Tweets
Facebook Sponsored Stories
Driving measureable results for Hampton Hotels
© HSAd/iCrossing
2MYouTube Views in3 weeks
46% increase in
Earned impressions
over 3 months57%
increase in FB fans over
3 months
Case Study: Rolls-Royce Motor Cars
Rolls-Royce Motor Cars:A strategy to engage India, US, UK customersStrategy“Increase awareness and engagement by being wherever the audience is, inspiring them with creative content and innovative ideas.”
Objectives •Develop a presence across multiple platforms•Develop an integrated content strategy to increase depth and variety of engagements•Increase share-of-voice and engagement in targeted networks•Drive acquisition of target audience and develop advocacy
The Rolls-Royce social ecosystem
Facebook: Rolls-Royce’s largest community
Twitter: Snippets of inspiration
YouTube: A quarter of a million views
Google+: Brand new for 2012©
HSAd/iCrossi
ng
100,000 new
followers
Tumblr: Brand new for 2012
ASSIGNMENTBuild deeper, ongoing engagement with the LG Facebook community, increasing positive conversations and viral reach
iC SOLUTIONWe developed a social marketing plan to fuel consumer advocacy and increase social reach
Performed a social spaces performance assessment of LG and key competitorsCreated a social governance policy to ensure consistency and adherence to best practicesDeveloped monthly content calendar to drive ongoing engagement with various content types and formats
© HSAd/iCrossing
LG USA’s “Always On” social media strategy
We mixed up the content
We engaged in conversations with audiences
Resulting in a 220% increase in engagement
Average of 7.5 million
earned impressions per month
Food Fight campaignto drive awareness of the Door-in-Door fridgeASSIGNMENTDevelop a social media campaign that drives user engagement while generating awareness of LG’s Door-In-Door French Door Refrigerators
iC SOLUTIONLG’s Food Fight pits four foods against each other in a virtual battle for the last spot in the Door-In-Door refrigerator
Interactive Facebook tab where users choose their own path of funny video battles inside the fridgeFood “bio” videos are fun and entertaining while communicating the key benefit of the Door-In-DoorSupported by a contest, paid media support and LG community management
RESULTSThe campaign is successfully delivering on key engagement
metrics for the campaign including total engagements, videos views and time spent with the experienceSocial engagements surpassed 133% of the goal and time spent
surpassed 167% of the goal
whats next..???
Введение. Услуги. Возможности!
2013 год
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новый Digital-игрок на рынке
Партнерство, сложившееся между iCrossing и Media Arts Group на территории СНГ
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 75
Стратегии, полный спектр услуг и возможностей
Digital это наше ДНК
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Полный комплекс обслуживания
Партнерский Маркетинг
Социальные сети
МобильныйТехнологии Веб-разработкиАналитикаКонтекст рекламы
Сканирование электронного микроскопа
Дисплей
Если это Digital, мы сделаем это
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 77
850 отобранныхспециалистовПризнанные самыми прогрессивными мыслителями этой индустрии
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40+ 500 счастливых партнеров
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>10 основных сертификатов
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ПремииРабота с клиентамиForrester называет нас «стопроцентными»Мы № 1 в глобальном поиске
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1 миссия: Построить связанные бренды
Связанный бренд создает тесную связь со своей аудиторией, будучи видимым, практичным, удобным, интересным и приятным.
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Наши зоны обслуживания…
82
Offices Partnerships * Expanding partnership footprint
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Цели партнерстваСтать ведущим игроком в растущем рынке Digital в России.
• Знание местного рынкаДоступ к интегрированных маркетинговых услуг в творческой, BTL, спортивный маркетинг, средства массовой информации, теле-производства и другие услугиСпециалисты, ресурсов, инфраструктуры
• Расширенный стратегический подход к цифровымтехнологиям в поиске, SEM, SEO, SMM и др.Coca-Cola, LG, Unilever, и многих компаний из Fortune 500. Глобальное присутствие сети, способной обслуживать все регионы мира
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iCrossing – ключевые факты Полный спектр услуг цифрового маркетингового
агентства, который объединяет таланты и технологии для создания брендов.
Мы единица Hearst Corporation, одна из крупнейших диверсифицированных в мире медиа-компании
19 международных офисов.
40 + Fortune 500 марок.
850 специалистов
Media Arts – ключевые факты• 7-ая коммуникационная группа в России. № 3 в BTL. В
ТОП-5 в Digital.
№ 1 держит интегрированный маркетинговых коммуникаций. 30% от оборота для комплексных проектов
Годовой оборот - 250 млн долларов.
200 + клиентов в группу компаний. 500 сотрудников +.
Области специализации: цифровой, BTL и трейд-маркетинг, СМИ, спортивный маркетинг, творческий производства.
Some of the MAG digital clients
Наши услугиМы предоставляем маркетологам пакет Online Marketing Suite, чтобы эффективно создавать, измерять и управлять эффективностью кампании по всем каналам (онлайн и оффлайн).
Цифровая стратегия + планированиеМедиапланирование + покупателиSearch Marketing программы (SEM)Social Media Marketing (SMM)Search Engine Optimization (SEO)CRMМобильный маркетинг
Creative Design + Experience + Технологическая платформа + Application DevelopmentВ режиме реального времени аналитика + Оптимизация кампании
Спасибо за внимание!
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Thank You!!!!
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