how digital advertising fits into an integrated digital strategy
DESCRIPTION
Presentation Deck from 'The Internet Show' in Singapore. 24/4/14TRANSCRIPT
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DANIEL POSAVAC (CEO)
HOW DIGITAL ADVERTISING FITS INTO AN INTERGRATED
DIGITAL STRATEGY
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Now how is that different to pla1orms I men4oned earlier…
Why is this any different?
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IMAGE of Angry marketer / business person.
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IMAGE of Tradi4onal Media.
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IMAGE for Digital Strategy
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IMAGE for Digital Strategy
Brands must have a Digital strategy.
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EWW, Digital Advertising.
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Image of Tradi4onal Media
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Image of CornerStone
Digital Advertising.
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Image represen4ng Educa4on
We have more to learn!
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Clients still mostly ask us to achieve:
Better CPC than their last agency
Better CPM than their last agency
Bigger reach for less money
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And the more advanced clients some4mes for an increase in sales (E-‐Commerce) or leads or database growth.
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IMG of Anrgy business people anrgy at one guy.
Me…
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Image signifying the bad uses of tradi4onal media
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We want to be given briefs for:
Positive Brand Engagement
Real Time Advertising
Contextual Campaigns
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The Internet is not one giant billboard
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Enough banners?
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Adver4sing must be used to spread stories, ideas, knowledge and truth.
Stories ~ Ideas ~ Knowledge ~ Truth
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Rant = OVER
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Digital Advertising
Strategy
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Digital Advertising
Strategy
Planning
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Digital Advertising
Strategy
Planning
Creative
§ Design § Copy § Direction § UX
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Digital Advertising
Strategy
Planning
Technology
§ Development § Deploymeny § Optimization § Analysis
Creative
§ Design § Copy § Direction § UX
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Digital Advertising
Strategy
Planning
Technology
§ Development § Deployment § Optimization § Analysis
Creative
§ Design § Copy § Direction § UX
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STRATEGY & PLANNING FOR SUCCESFULL DIGITAL ADVERTISING CAMPAIGNS
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Primary Channels
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Secondary Channels
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IMAGE of Diversifica4on
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Facebook paying me off.
WHY IS THIS SO HARD?
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IMAGE OF technology and tools
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A classic.
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Nice spelling.
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§ Poor user experience
§ Doesn’t deliver on CTA
§ Must be logged in to
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§ Too many calls to ac4on (Phone, SMS & Apply NOW)
§ Phone numbers are too small to read
§ Landing page is way too long and complicated
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When did I learn Indonesian?
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Are 3 ads not enough?
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What am I looking at?
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Banner Page
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Landing Page
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1st sponsored story
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2nd sponsored story
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1st sponsored story
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Whaaat?
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C +
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We must get smarter!
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But how?
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The most successful digital strategies are the ones where the customer is at the centre of the experience, and where to organisa4on invest in knowing their market and their customers in4mately, order to deliver value beyond expecta4ons.
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Graphic for Customer being the central focus in digital adver4sing
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3 Strategies for Digital Advertising Success
Advertising for Market Research
Hyper-targeted profile based ads
Native Advertising
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1/ Advertising for Market Research
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Image of Big Data or Google + Facebook Data. Facebook Ads planner, Google Keywrod Planner, Google Insights.
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Example of this in use:
Market Research
Product Research
Campaign & Creative Testing
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Image or hyper targe4ng (laser, magnifying glass)
2/ Hyper-targeted profile based advertising
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Location
Sex
Age
Marital Status
Interests
Internet Footprint
Context
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Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP A
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP B
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP C
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP D
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Location
Sex
Age
Marital Status
Interests
Footprint
Footprint
GROUP A
Location
Sex
Age
Marital Status
Interests
Footprint
Footprint
GROUP B
Location
Sex
Age
Marital Status
Interests
Footprint
Footprint
GROUP C
Location
Sex
Age
Marital Status
Interests
Footprint
Footprint
GROUP D
ADVERTISING CAMPAIGN
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Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP A
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP B
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP C
Location
Sex
Age
Marital Status
Interests
Footprint
Context
GROUP D
ADVERTISING CAMPAIGN
SUB-CAMPAIGN SUB-CAMPAIGN SUB-CAMPAIGN SUB-CAMPAIGN
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IMAGES TO REPRESENT BUSINESS AND PERSONAL
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I recently moved from Sydney to Singapore and in that process needed to setup a rela4onship with a bank on both a personal and a business level.
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I should be a standard chartered customer. But I am not. They never reached me.
ME NOT BEING A STANDARD
CHARTERED CUSTOMER
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Missed Opportunity
THESE BRANDS KNOW I AM IN THE DIGITAL MARKETING INDUSTRY
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Target Me
Missed Opportunity
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NATIVE ADVERTISING
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????? *** Examples of Best Local Cases
This is Native Advertising
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Facebook paying me off.
Paid Content Marketing placed in context of an existing user’s experience, that is relevant,
likable & shareable.
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Facebook paying me off.
NON PROMOTIONAL
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Facebook paying me off.
VALUABLE + SHAREABLE CONTENT
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Facebook paying me off.
DOES IT WORK?
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53% Higher Awareness
32% More Sharable
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Huge Growth Area!
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Huge Growth Area!
Predicted 100% growth by 2017
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It’s not just Digital Media.
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Native Advertising is KEY!
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Image to represent : IN CLOSING
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It’s 4me for us as organisa4ons, and the marketers within our organisa4on, to really get smarter about the ways that we use these amazing channels and tools at our disposal.
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INVEST
Invest.
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Strive for:
Positive Brand Engagement
Real Time Advertising
Contextual Campaigns
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SUCCESS!
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http://www.slideshare.net/danielposavac
Contact me join the conversation
THANK YOU
Q & A