Digital Marketing
-in the Multichannel Mix
Mike Berry
Zagreb, November 12 2010
©Mike Berry Associates 2010
The story so far
The Social Media Revolution
VIDEO
©Mike Berry Associates 2010
Hello! I’m Mike Berry...
Ex-Procter & Gamble, Wunderman (Y+R),
Euro RSCG
Ex-Head of Digital EMEA for Jack Morton
(Interpublic)
Author of ‘The New Integrated Direct
Marketing’ (Gower)
In digital marketing since 1995 (ish)
Adjunct Professor of Digital Marketing at
Hult International Business School
Digital Trainer/ Consultant for:
Econsultancy, CIM + IDM
©Mike Berry Associates 2010
Brands I have worked with...
©Mike Berry Associates 2010
Show of hands please...
Who works for an agency?
Who works as a client?
Who’s using:
-Online display advertising?
-Search Engine Optimisation(SEO)?
-Pay Per Click Advertising(PPC)?
-Social Media Marketing?
©Mike Berry Associates 2010
Timetable for today
11.00
12.30
1.30
2.45
3.15
4.30
5.00
Start: Session 1
Lunch (1 hour)
Session 2
Coffee (30 mins)
Session 3
Questions/ discussion
End Of Day
©Mike Berry Associates 2010
A few rules
• Lots to cover
• Overview of big (and growing) range of
activities
• Plenty of content – you will get the slides
• Ask questions
• Challenge
• Share
• Enjoy!
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
The world is changing...
“To find something comparable, you have to go
back 500 years to the printing press, the birth of
mass media – which, incidentally, is what really
destroyed the old world of kings and
aristocracies. Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. Now it’s the
people who are taking control.”
Rupert Murdoch, Wired magazine
©Mike Berry Associates 2010
History of Mass Media - Print
• The speed of internet take-up has outstripped any other media format
• 1453: Guttenberg press introduces mass publications
– Time to one billion readers: 467 years
©Mike Berry Associates 2010
History of Mass Media - Telephone
• 1876: Alexander Graham Bell invents the
telephone
– Time to one billion users: 114 years
©Mike Berry Associates 2010
History of Mass Media - Radio
• 1897: Marconi patents the wireless telegraph
– Time to one billion listeners: 53 years
©Mike Berry Associates 2010
History of Mass Media - Television
• 1927: Bell Labs demonstrate TV in the U.S.
– Time to one billion viewers: 48 years
©Mike Berry Associates 2010
History of Mass Media – The Web
• 1992: Tim Berners-Lee invents the Web
– Time to one billion people: 13 years
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Quick Question
• The Apple iPod was launched in 2001
• How many have been sold up to 2010?
©Mike Berry Associates 2010
©Mike Berry Associates 2010
The world is changing...
“ Less than a decade ago, people described the act
of ‘going online’ as venturing into some foreign
realm called ‘cyberspace’. But that metaphor no
longer applies. Facebook, YouTube, MySpace, Flickr
and all the other newcomers aren’t places to go,
but things to do, ways to express yourself, means
to connect with others and extend your own
horizons. Cyberspace was somewhere else. The
Web is where we live.”
Source: Newsweek
©Mike Berry Associates 2010
Trying to keep up with digital
is a bit like this...
©Mike Berry Associates 2010
“As we know, there are known knowns. There are things we
know we know.
We also know there are known unknowns. That is to say we
know there are some things we do not know.
But there are also unknown unknowns, the ones we don’t know
we don’t know.”
Donald Rumsfeld,
former US Secretary of Defense ,
at Press Briefing February 12, 2002
after Confucius
©Mike Berry Associates 2010
Jargon
Interactive
New media
E-marketing
Online
DIGITAL
©Mike Berry Associates 2010
Jargon
It doesn't really matter
what we call it- it’s how we
think and what we do...
©Mike Berry Associates 2010
Today
•
•
•
•
•
•
•
•
How digital has changed marketing
Online Display
Search
Social Media
Email
Affiliates, Viral, Mobile
A look ahead: the next big things
Questions/ discussion
©Mike Berry Associates 2010
©Mike Berry Associates 2010
How digital has
changed marketing
©Mike Berry Associates 2010
What is marketing?
• Bringing buyers and sellers together
• Meeting customer needs; profitably
• Combination of:
product, price, place and promotion
(Kotler)
©Mike Berry Associates 2010
Marketing communications
•
•
•
•
Delivering the right message
Via the right channel
To the right individual
At the right time
EASY, huh?
©Mike Berry Associates 2010
What is digital marketing?
• Electronic communications
• Reaching consumers/ business purchasers via
a screen, interactively
• Internet marketing (via desktop PC, Mac, iPad,
Mobile device)
• “What digital marketers do...”
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
Planning Digital Marketing
Understanding the growing range of digital tools and
employing them appropriately to enhance every brand
communication
©Mike Berry Associates 2010
Planning Digital Marketing
Understanding the growing range of digital tools and
employing them appropriately to enhance every brand
communication
Website Design and Build
PPC
Mobile
Social Media
podcasts
Analytics
Bluetooth
Virals
E-mail
Marketing
SEO
Virtual Worlds
©Mike Berry Associates 2010
Blogs
Digital in the Marketing Mix
©Mike Berry Associates 2010
Digital has changed
marketing, forever!
©Mike Berry Associates 2010
Facts and Figures
• The internet = the hardware, the infrastructure: US
military
• Email invented 1965
• Tim Berners-Lee at CERN in Switzerland 1990
invented the url and HTML. Combined hypertext
links with the internet
•
a global information network
©Mike Berry Associates 2010
Facts and Figures
• 1st website 1991
• “The great leveller”: equal access; equal voice;
no controls or restrictions
• “The new industrial revolution”
• In the UK, 35million people go online each day
©Mike Berry Associates 2010
But how to access and share?
• “A Windows PC on
every desk and in every
home.”
• Microsoft Internet
Explorer launched 1995
©Mike Berry Associates 2010
©Mike Berry Associates 2010
It’s all new!
And the pace of change is accelerating
• Windows Vista
• iPhone 3G
• Nike + iPod Sport Kit
• Wii fit/ Balance Board
• Amazon Kindle (eBook)
• Google Chrome browser
• Twitter (geeks)
©Mike Berry Associates 2010
It’s all new!
•
•
•
•
•
•
•
•
•
Windows Vista 7
iPhone 3G 4
Google Chrome browser Google Chrome OS
‘Talking’ iPod Shuffle
Bing
Google Nexus One (Android)
Amazon Kindle (eBook)
Twitter (everyone)
Apple iPad/ Samsung Galaxy Tab/ BB PlayBook
•
+++++++++++++++++++++
©Mike Berry Associates 2010
It’s all new!
‘Old’ Media:
•
•
•
•
Posters (ancient Egyptians, Greeks, Romans)
Newspapers (1830s)
Commercial Radio launched (1920 US;1973 UK)
Commercial TV launched (1941 US;1955 UK)
©Mike Berry Associates 2010
It’s all new!
•
•
•
•
•
Google
Twitter
iPod
Microsoft
Facebook
©Mike Berry Associates 2010
It’s all new!
• Microsoft launched 1978
• Google launched 1998
• iPod launched 2001
• Facebook launched 2004
• Twitter launched 2006
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
How do clients think of their agencies?
©Mike Berry Associates 2010
How do clients think of their agencies?
©Mike Berry Associates 2010
So is TV advertising broken?
©Mike Berry Associates 2010
Time-shifting becoming the norm…
“I consume what I want,
when I want. I’m in
control!”
©Mike Berry Associates 2010
BBC iPlayer – invented ‘catch-up TV’
“I think the iPlayer is fantastic. Much better than the
ITV and Channel 4 offering”.
Web blog
©Mike Berry Associates 2010
The online consumer: characteristics
•
•
•
•
•
•
•
Comfortable with the medium
They want it all and they want it now
Instant information; instant gratification
They’re in control (and demand to be so)
They’re disloyal (=fickle)
They’re opinionated
They’re vocal
©Mike Berry Associates 2010
The online consumer: characteristics
“ In the digital world, where everything happens at a million
miles an hour, consumers have grown accustomed to getting
their information on demand from multiple sources
simultaneously. Their time is a precious commodity, so they
want information in a format that they can scan for relevance
before investing time in examining the detail. Designers and
marketers need to accommodate this desire for ‘scannability’...
when constructing their online offering.”
‘Understanding Digital Marketing’
Damian Ryan and Calvin Jones (Kogan Page)
©Mike Berry Associates 2010
The importance of brand advocates
•
•
•
•
Influencers
Early adopters
Opinion leaders
Reach peers via blogs, podcasts, forums, Twitter
etc.
• They have already won the hearts and minds of
others
• Word of mouth marketing; influence the
influencers
©Mike Berry Associates 2010
The online consumer:
The importance of brand advocates
“If you do build a great experience, customers
tell each other about that.”
©Mike Berry Associates 2010
The online consumer:
The importance of brand advocates
“If you do build a great experience, customers
tell each other about that.”
Jeff Bezos, founder, Amazon Inc.
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
The world is changing...
• 65 million visit Wikipedia each month
• 14 million articles (2010)
• Truth, knowledge and accuracy “will emerge from
the masses”...not handed down from above
• 1999 Napster launched by Shawn Fanning to “help
people share music via mp3”. Started a revolution!
• 2 billion online; still only 25% of world population
©Mike Berry Associates 2010
©Mike Berry Associates 2010
We’ve come a long way...
http://www.youtube.com/watch?v=gCMzjJjuxQI
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
We’ve come a long way...
©Mike Berry Associates 2010
We’ve come a long way...
©Mike Berry Associates 2010
We’ve come a long way...
©Mike Berry Associates 2010
©Mike Berry Associates 2010
There’s no going back...
©Mike Berry Associates 2010
The internet has changed everything...
©Mike Berry Associates 2010
? hours in the day...
©Mike Berry Associates 2010
We’re all multi-tasking...
©Mike Berry Associates 2010
©Mike Berry Associates 2010
How would we manage without the internet?
• Buying a new house
• Buying a new car
• Choosing and booking a holiday
•
•
•
•
Sourcing a new supplier at work
Preparing for a meeting with a new contact
Choosing a training course
???
©Mike Berry Associates 2010
Please answer honestly...
The internet is changing how we all work and play:
•
•
•
•
•
•
Have you ever bought Cinema tickets online?
When did you last send a fax?
How often do you go online each day?
When do you turn your mobile phone off?
How do you ring a doorbell?
How do you stay in touch when you are on holiday?
©Mike Berry Associates 2010
Words of wisdom
“It is not the strongest of the
species that survives, nor
the most intelligent that
survives. It is the one that is
the most adaptable to
change.”
Charles Darwin
©Mike Berry Associates 2010
Traditionally...
©Mike Berry Associates 2010
The internet has changed the world
©Mike Berry Associates 2010
Buying Process
• Awareness
©Mike Berry Associates 2010
Buying Process
• Awareness
• Consideration
©Mike Berry Associates 2010
Buying Process
• Awareness
• Consideration
• Decision
©Mike Berry Associates 2010
Research/ buying phases
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
The world is changing...
Source: Seth Godin
©Mike Berry Associates 2010
People do what they aren’t meant to do
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
...but some things stay the same
“You can’t bore people into buying.”
- David Ogilvy
©Mike Berry Associates 2010
From the days of ‘Mad Men’
“The consumer is not a moron.
She is your wife.”
- David Ogilvy
David Ogilvy,
, 1963
©Mike Berry Associates 2010
To paraphrase...
The buyer is not an automaton....
©Mike Berry Associates 2010
The buyer is not an automaton...
...(s)he is a human being
©Mike Berry Associates 2010
Importance of perspective...
“In strategy it is important to see distant things
as if they were close and to take a distant view
of close things.”
Miyamoto Musashi
©Mike Berry Associates 2010
The digital marketing toolbox
©Mike Berry Associates 2010
The digital marketing toolbox
•
•
•
•
•
•
•
Online display
Search
Social Media
Affiliates
Viral
Email
Mobile
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
©Mike Berry Associates 2010
Online Display
©Mike Berry Associates 2010
How online display advertising works
<source: nma.co.uk>
©Mike Berry Associates 2010
How online display advertising works
<source: nma.co.uk>
©Mike Berry Associates 2010
How online display advertising works
<source: nma.co.uk>
©Mike Berry Associates 2010
How online display advertising works
<source: nma.co.uk>
©Mike Berry Associates 2010
How online display advertising works
<source: nma.co.uk>
©Mike Berry Associates 2010
Online Advertising:
interruptive or permission-based?
• Surprise the user
• Grab their attention
OR:
©Mike Berry Associates 2010
Online Advertising:
interruptive or permission-based?
• Surprise the user
• Grab their attention
OR:
• Ask permission
• Invite engagement?
©Mike Berry Associates 2010
Jargon
Who can tell me what:
•
•
•
•
•
A Leaderboard ad is?
An MPU is?
A homepage takeover is?
Time lag to conversion means?
‘Last click wins’ means
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Online display
•
•
•
•
•
The most like traditional press advertising
Banners like strip on a newspaper magazine page
Debate: interruptive formats vs. permission
Stunning effects rapidly get boring/ annoying
Just because it can be done doesn't mean its
right for your brand
• TEST but also apply judgement
©Mike Berry Associates 2010
Basic online advertising formats
©Mike Berry Associates 2010
Big ad formats lead the way
•
Sky have adopted a collapsing
super header
•
This trend will continue
•
Appears as normal banner on
subsequent visits
©Mike Berry Associates 2010
(300 x 250) MPU
• Homepage autoplay
• 30p CpC
• 10m impressions
per day
©Mike Berry Associates 2010
728 x 90 Leaderboard
©Mike Berry Associates 2010
(160 x 600) Super Skyscraper
©Mike Berry Associates 2010
Push-down Leaderboard (CpR)
Expands in size from 728x90
pixels to 728x350
©Mike Berry Associates 2010
L-shaped banner
©Mike Berry Associates 2010
Standard Expandable
©Mike Berry Associates 2010
Trading: Calculating estimated CpAs
for CpM campaigns
• Information you need
 CpM Rate
 Click Through Rate (CTR)
 Conversion rate from ‘Click’ to ‘Action’
©Mike Berry Associates 2010
Trading: Buying models
• Cost per Thousand (CpM)
• The classic media buying currency
• Rewards media owner purely on their audience size and composition
• Cost per Click (CpC)
• Search marketing, directories & comparison site
listings
• Rewards media owner for response, not reach
©Mike Berry Associates 2010
Trading: Buying models
• Cost per Sale (arrival, lead, acquisition,
registration)
• Affiliate marketing
• Some e-commerce and partnership deals
• Media owner takes most of the risk
• Hybrid deals
• Some partnership and tenancy deals
• Shared risk arrangement
©Mike Berry Associates 2010
The enemy...
©Mike Berry Associates 2010
Media Buying tips
©Mike Berry Associates 2010
Media Buying tips
+
©Mike Berry Associates 2010
Media buying tactics
•
•
•
•
“Gorillas with calculators”
“It’s a game... but with real money”
“Like poker without the cards”
“Always leave the other guy his bus fare
home”
©Mike Berry Associates 2010
The S.E.S.H. approach!
•
•
•
Soft negotiating questions
Get normal rate-card prices – CPM / CPC
Ask soft negotiating questions
•
•
•
•
Expectation Management
Reduce their expectations to make them chase you:
•
•
•
Can you do any better?
Is that your absolute best price?
Mention that we are talking to their competitors
Criticise something about their proposition – i.e. Position of placements, you have
heard other campaigns haven’t done well.
“Remember that a sales person will offer you a better
deal if you make them fight for it”!!!
©Mike Berry Associates 2010
The S.E.S.H. approach!
Sweat (Make them)
•
•
•
•
•
Leave them a few days before committing
Be aware of target times i.e. deals at the end of the month
Use a bit of psychology - give them a decision date then let them call you to
chase the deal
Tease them with potential roll-out budgets but these will only be offered to
sites which get onto the test schedule
State you are only looking for a limited number of sites to test with
Hard Final Negotiations
•
Name a price, justify it, then stick to your guns i.e. If you have been quoted
£12 CPM explain why you can only pay £8 CPM e.g.:
“This is the rate we are getting from xxxxxxxxx competitor.”


We need x amount of impressions for £x and this is all the budget we have remaining.
Explain that these rates are set and not your decision - i.e The clients, The Account Director
etc. Make them feel like you are on their sidee.
©Mike Berry Associates 2010
Managing an online media budget
• There is no perfect online media mix
• Budgets allocated on a test & refine basis
• Early stage online advertising may well have high wastage
• Later stage campaigns should still contain a test budget
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Search
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
Search marketing – SEO & PPC
Natural
Paid
©Mike Berry Associates 2010
• Definitions
©Mike Berry Associates 2010
Search market shares
ComScore 2009
©Mike Berry Associates 2010
Google
Larry Page and Sergey Brin founded Google in
1998. Using a friend's garage as their base of
operations, they only settled on a name after
misspelling the maths term ‘googol’. Google's
combination of clever search algorithms and
sophisticated ad program AdWords propelled it to
the top of the search engine market. It has stayed
there ever since.
©Mike Berry Associates 2010
Yahoo!
• Yahoo is struggling; CEO and co-founder Jerry
Yang resigned at the end of 2008
• Has continued to lose search engine market share
under new CEO Carol Bartz
• On July 29th 2009, Yahoo agreed ‘the
unthinkable’ and appointed Microsoft’s Bing as
its exclusive search platform. Soon the former
‘king of search’ will soon only show results from
its arch-rival
©Mike Berry Associates 2010
Bing
• Microsoft Bing, the successor to MSN Live Search,
launched in June 2009 with a reported £60
million marketing budget
• Bing quickly established itself as a serious rival to
Google. Total searches on Microsoft were up 22
per cent in a single month in August 2009
(Nielsen)
• comScore confirms that Bing is still on the up
©Mike Berry Associates 2010
Search Engine Optimisation (= SEO)
“Search engine optimization (SEO) is the
process of improving the volume or quality of
traffic to a web site from search engines via
"natural" or un-paid ("organic” search
results. Typically, the earlier (or higher) a site
appears in the search results list, the more
visitors it will receive from the search
engine.”
Wikipedia
©Mike Berry Associates 2010
SEO
©Mike Berry Associates 2010
SEO
Your Website
Think about the ‘user experience’
©Mike Berry Associates 2010
Your Website/SEO
•
•
•
•
•
•
“You have to have one these days”
Make it work for you
Make it somewhere you are PROUD of
Make it easy to navigate/order (usability)
Refresh content regularly (News? Offers? Blog?)
Help the search engines to find it (SEO)
©Mike Berry Associates 2010
Your Website/SEO
• How does your site look on Firefox? Chrome?
-on a Mac? -on a mobile device?
• You’re competing with Amazon, BBC, eBay
• Help the customer to find what they want
• Good signposting : “Where am I?”
• Don’t have any dead-ends/ broken links
• “Disloyalty is only one click away”
©Mike Berry Associates 2010
Your Website/SEO
• Make your website somewhere you'd be
proud for a (potential) customer to wander
around unaccompanied
• Then find (potential) customers and
encourage them to go there (drive traffic)
• Make it interesting and useful for them to
return regularly...
©Mike Berry Associates 2010
Pay-Per-Click Advertising (=PPC)
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Pay Per Click Advertising (=PPC)
• “Pay per click (PPC) is an Internet advertising model used on
websites, in which advertisers pay their host only when their ad is
clicked. With search engines, advertisers typically bid on keyword
phrases relevant to their target market
• Cost per click (CPC) is the amount of money an advertiser pays
search engines and other Internet publishers for a single click on its
advertisement that brings one visitor to its website”
Wikipedia
©Mike Berry Associates 2010
Pay Per Click Advertising (=PPC)
• “Websites that utilize PPC ads will display an advertisement when a
keyword query matches an advertiser's keyword list, or when a
content site displays relevant content. Such advertisements are
called ‘sponsored links’ or ‘sponsored ads’, and appear adjacent to
or above organic results on search engine results pages, or
anywhere a web developer chooses on a content site.
• Although many PPC providers exist, Google AdWords, Yahoo!
Search Marketing, and Microsoft adCenter (Bing) are the three
largest network operators, and all three operate under a bid-based
model.”
Wikipedia
©Mike Berry Associates 2010
Pay Per Click Advertising (=PPC)
©Mike Berry Associates 2010
Search marketing = SEO + PPC
Natural
Paid
©Mike Berry Associates 2010
Pay-per-click advertising
Google AdWords
• You bid for a ‘key word’ the amount you are
prepared to pay per click on your ad (through to
your website)
• Driving traffic; people interested in your products
• £Bid X Quality Score
Your search ‘ranking’
©Mike Berry Associates 2010
Google AdWords
©Mike Berry Associates 2010
A typical Google AdWords ‘Creative’ ad
• Ad Title (25 character limit)
• Ad Text (35 character limit)
• Display URL
©Mike Berry Associates 2010
Pay-per-click advertising
• Easy to test
• Quick to set up
• You only pay when someone clicks
BUT:
• Easy to spend up to your limit
• Certain ‘keywords’ very competitive
(eg ‘mobile phones’, ‘accountancy services’)
• ‘Clicks’ doesn’t mean ‘sales’ (!)
©Mike Berry Associates 2010
Warning: tricky stuff approaching...
http://www.youtube.com/
watch?v=K7l0a2PVhPQ
©Mike Berry Associates 2010
Search and Display working together
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Social Media
©Mike Berry Associates 2010
“The internet isn’t
written in pencil Mark,
it’s written in ink”.
|
152
©Mike Berry Associates 2010
Social Media
Everyone’s doing it...
© LaComunidad
Challenge is how to achieve
‘immediacy’ subject to
appropriate controls
“Some brands shouldn't be on
Twitter”!
©Mike Berry Associates 2010
Everybody doing it – but should they be?
“Social Media is like
teen sex. Everybody
wants to do it. Nobody
knows how. When it’s
finally done, there is
surprise it’s not better.”
Avinash Kaushik
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
Social media
©Mike Berry Associates 2010
©Mike Berry Associates 2010
The world is changing...
©Mike Berry Associates 2010
You know how people talk...
©Mike Berry Associates 2010
“Personal recommendations are rated
#1 influence on purchase decisions
across B2B...sector”
KellerFay Group
Word of Mouth research
©Mike Berry Associates 2010
70%
Proportion of recommendations prompted by
expectation-beating product experience*
Key to getting recommended:
Beating expectations
*Glue London Research 2009
©Mike Berry Associates 2010
“It isn't what they say about you,
it’s what they whisper...”
Errol Flynn
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
William Caxton?
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
William Caxton?
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
Alexander Graham Bell?
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
Alexander Graham Bell?
©Mike Berry Associates 2010
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people.”
Pierre Omidyar, founder of eBay
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
You can’t stop people talking. You
can’t control what they say about
you. But you can JOIN, and maybe
INFLUENCE the conversation.
©Mike Berry Associates 2010
Social Media
“The key is to produce something that both pulls
people together and gives them something to
do...I don’t have to control the conversation to
benefit from their interest.”
Henry Jenkins, MIT
©Mike Berry Associates 2010
Social Media
“Consumers are beginning in a very real sense to
own our brands and participate in their
creation...we need to learn to begin to let go.”
A.G. Lafely: CEO & Chairman, Procter & Gamble
©Mike Berry Associates 2010
People expect to find us...
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
You know how people talk...
©Mike Berry Associates 2010
What is Twitter for?
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
B2B or B2C?
©Mike Berry Associates 2010
Twitter guidelines...
©Mike Berry Associates 2010
Keep an ear to the ground...
WHAT ARE THEY SAYING ABOUT US?
• All over the web: Blogs, Twitter, video sharing sites,
social networks, groups and forums
• THE MONITORING INDUSTRY IS BORN...
• Before we talk, we should listen...
©Mike Berry Associates 2010
Brandwatch: Buzz monitoring
+ Radian 6
video
©Mike Berry Associates 2010
Customer Service in the internet age
©Mike Berry Associates 2010
Customer Service in the internet age
• The story of: Dave Carroll, Sons of Maxwell
(Canadian Music duo)
• March 31, 2008: when the band was flying
from Halifax to Omaha, Nebraska on United
Airlines
• “United broke his $3,500 Taylor Guitar”*
*allegedly
©Mike Berry Associates 2010
Customer Service in the internet age
http://www.youtube.com/watch?v=5YGc4zOqozo
©Mike Berry Associates 2010
“United breaks guitars”
• The YouTube video was posted on July 6 2009
• Amassed 150,000 views on first day
• Song 1: 9,500,857 views. Hit number one on the
iTunes Music Store the week following its release
• Song 2: 1,158,358 views
• The Times reported that four days after the
song's release, the company's share price
"plunged by 10 per cent, costing shareholders
$180 million”
©Mike Berry Associates 2010
Be careful out there...
©Mike Berry Associates 2010
• Last year: senior PR Executive en route to
Memphis, Tennessee
• Due to present to employees at FedEx
Corporation HQ about Social Media
• Arrived at Memphis Airport
• Bored
• Tweeting on his ’phone...
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Be careful out there...
“Many of my peers and I feel this is inappropriate. We
do not know the total millions of dollars FedEx
Corporation pays XXX annually for the valuable and
important work your company does for us around the
globe. We are confident however, it is enough to
expect a greater level of respect and awareness from
someone in your position as a vice president at a major
global player in your industry. A hazard of social
networking is people will read what you write.”
write.”
©Mike Berry Associates 2010
The Importance of Reputation in B2B
©Mike Berry Associates 2010
The Importance of Reputation in B2B
No-one ever got fired...
©Mike Berry Associates 2010
The Importance of Reputation in B2B
http://www.youtube.com/watch?v=nXG7zYWKHGU
©Mike Berry Associates 2010
Online PR= ‘Reputation Management’
©Mike Berry Associates 2010
Source: Dr Dave Chaffey
Who’s doing what in Social Media?
©Mike Berry Associates 2010
Just remember: it’s public
Checklist before posting anything - anywhere:
• Assume your boss reads/sees everything that you post
• Assume your biggest client reads/sees everything that you post
• Assume your biggest competitor reads/sees everything that you
post
• Assume your Mum reads/sees everything that you post
• Assume your children will read/see everything that you post!!!
©Mike Berry Associates 2010
Email marketing
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
Facts and Figures#
• Email is the preferred primary means of
communication by business buyers
• 53% of business users check their email 6 or
more times during the working day
• 34% of internet users check their email
continuously during the working day
• For 96% of all internet users, checking email is
their main reason for being online
#VOW Marketing Guide 2010
©Mike Berry Associates 2010
email marketing
•
•
•
•
•
•
Finely targeted
BUT: inertia, clutter, “SPAM”
Make it relevant
Have a reason for contacting
Email newsletter and/or one-off promotional offers?
Build and segment your prospect/ customer
database
• Tailor your offer/s
©Mike Berry Associates 2010
email marketing
•
•
•
•
•
•
•
•
Sender: use a name the buyer knows
Subject line: don’t say ‘FREE! WIN! ETC!’
Use personalisation with care
Give a reason for ‘writing’
Amazon: “we’ve noticed that...”
Offer plain-text version as well as HTML
Test frequency – don’t bombard
Make it easy to unsubscribe (=opt-out)
©Mike Berry Associates 2010
Behavioural targeting in email
©Mike Berry Associates 2010
eCRM: Event-triggered emails
Source: Econsultancy Census 2009
©Mike Berry Associates 2010
Email and Direct mail together
©Mike Berry Associates 2010
Source: Econsultancy/ BCA research
Email marketing evolution
©Mike Berry Associates 2010
email marketing
• The right message to the right person at the
right time
• Sales lead ‘nurturing’
• Telephone follow-up by sales team
• Monitor and analyse response
• TEST! TEST! TEST!
©Mike Berry Associates 2010
Email marketing works over time
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Affiliates
©Mike Berry Associates 2010
Who owns which media?
‘EARNED MEDIA’
radio
mags
newspapers
First-person commentary and
content about the brand posted
and shared across a variety of
venues
product
site(s)
„advertising‟
corporate
website
online ads
outdoor
television
“Social Media” outlets also
support both Bought Media
(e.g. ad banners, sem/ppc, etc.)
and Owned Media (e.g.,
widgets, apps, etc.)
‘OWNED’ MEDIA
affiliates
‘BOUGHT’ MEDIA
Typical corporate media spend
Drives people to Owned Media
All media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
natural
search
campaigns
video sharing
social networks
blogs
campaign
site(s)
community
email
<Source: Daniel Rowles>
©Mike Berry Associates 2010
social
media
forums
personal pages
Affiliate marketing
• Partnership between owners of two websites with
overlapping customer/ user profiles.
Typically:
• Merchant is an ecommerce Retailer
• Affiliate is an online Publisher
• The affiliate places ads on their site to drive
traffic/sales for the merchant
• The merchant pays the affiliate a commission
(= revenue-share) for traffic directed to the
merchant’s site (eg PPC or PPLead/Sale)
©Mike Berry Associates 2010
Affiliate marketing
• Eg. Sky Sports (affiliate)+ Betfair (merchant)
• Amazon.com created world’s first major affiliate
program
• For affiliate, ‘money for nothing’
• For merchant, affiliate is auxiliary sales force
• Emergence of affiliate networks to broker deals
- represent the merchants; find affiliates for them
©Mike Berry Associates 2010
Affiliate networks
©Mike Berry Associates 2010
Affiliate marketing
Tips:
• For Merchants:
-Vet and monitor your affiliates
• For affiliates
-Watch who you affiliate with
<handshake logo>
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Mobile
©Mike Berry Associates 2010
Mobile Marketing
“Mobile is...the most intriguing/perplexing
medium. Over the short-term, it is quite
possibly the most over-hyped marketing
channel...Yet taking the long view, it could be
the most under-hyped.”
Sir Martin Sorrell, CEO, WPP February 2010
©Mike Berry Associates 2010
Quiz
• OMG
• LOL
• BTW
• IMHO
And now:
• POS
• H8
• H9
©Mike Berry Associates 2010
We’ve come a long way...
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Mobile
• We've come a long way since Motorola
developed first mobile phone in April 1973;
launched in 1983 at retail price $3,995
• Phones increasingly powerful
• Multi-function portable computers
• Voice almost incidental
• PC experience on device in pocket?
• Exciting new technologies (AR, location
-based services, translation +++)
©Mike Berry Associates 2010
Mobile
• 700million Chinese citizens have a mobile:
500million via China Mobile
• 8million new subscribers sign up each month
• 425million mobile subscribers in India
• 12million signing up each month
• Mobile eclipsing PC as preferred way of
accessing the internet in these countries
<Source: WPP 2010>
©Mike Berry Associates 2010
Mobile
•
•
•
•
First mobile marketing was SMS (text) messages
Then banners on mobile internet sites
The iPhone has been a true ‘game-changer’
January 5 2010: Apple announced 3 billion apps
downloaded since launch of App Store Summer 2008
• Now most popular handset in US (Nielsen Feb. 2010)
©Mike Berry Associates 2010
Mobile
“The Year Of Mobile”!
©Mike Berry Associates 2010
2010?
©Mike Berry Associates 2010
2011?
©Mike Berry Associates 2010
2009?
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
It’s Google (again)
A mobile phone is a computer in your pocket with the abilities of
speech via its speaker, touch and sight via its screen, hearing via a
mic, and spatial awareness via GPS - one of the most powerful
tools ever
The prices of these devices are falling all the time; soon this
computing power will be available to everyone, with fantastic
connectivity
Cloud computing has had a big impact on mobile, phones can run
sophisticated applications that would previously have required too
much processing power
©Mike Berry Associates 2010
It’s Google (again)
Voice will become more dominant on the mobile phone. Google’s
Voice Search app lets you speak your Google search queries and hear
the results. Speak one language into your phone, then push a button
to translate what you have said into another language, or use your
voice to enter an SMS and watch as the phone translates it into text
ready to be sent.
The browser will beat apps, because it is an open standard. Google
claims it is likely that the browser will fulfil all the functions that apps
currently do. The browser is an open standard - always wins in the
long term. Developing for the browser is uniform across Android, iOS,
Symbian, RIM and many platforms. Good for developers - code only
once; no development kit/ licensing fees. The browser lets you
experiment quickly and easily. No updates to be installed - all online.
No approvals needed from ‘gatekeepers’ of the app stores.
©Mike Berry Associates 2010
Mobile
•
•
•
•
•
Beware the hype <Marketing magazine>
Mobile will grow; but over time
PC is different experience from laptop
Laptop different from mobile
Users expect different things in different usage
situations
• Horses for courses
• Don’t expect too much of mobile
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Integrated
©Mike Berry Associates 2010
THE BRAND
Compare The Market
|
240
©Mike Berry Associates 2010
OVERVIEW/ THE CHALLENGE
Car insurance price
comparison site
Cluttered and competitive
market
Low interest; low creativity
Distress purchase
|
241
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
|
242
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
‘MARKET’
“MEERKAT”
|
243
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
|
244
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
• <YouTube Video>
|
245
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
http://film.comparethemeerkat.com/ambitiousness/
|
246
©Mike Berry Associates 2010
THE CREATIVE SOLUTION
|
247
©Mike Berry Associates 2010
THE CREATIVE SOLUTION - social
|
248
©Mike Berry Associates 2010
Measuring your
success
©Mike Berry Associates 2010
Measuring Digital
• In Digital you can measure EVERYTHING
BUT:
• Data is not information
• What are your objectives?
• What are your KPIs?
• What does success look like?
• Measure the important things
©Mike Berry Associates 2010
Web Analytics
©Mike Berry Associates 2010
Web Analytics
• Many analytics tools are free
• You can count how many people clicked on
your ad (display or PPC)
• You can count how many reached your landing
page
• You can track what happens next
• (eg: go to checkout/ buy/abandon basket)
©Mike Berry Associates 2010
•
•
•
•
•
•
•
Various tools are available
Many are free
Start simple
Measure the big things
In time, invest in paid-for tools
Bear in mind your objectives
What do you need/want to measure?
©Mike Berry Associates 2010
Web analytics
“Google Analytics is a fantastic tool: from the
moment you arrange to have the tracking code
installed and you experience the thrill or angst of
your first reports appearing , showing how real
people are interacting with your business.”
Dr Dave Chaffey, Customising Google Analytics for
your business
smartinsights.com/February 16, 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Test everything...that matters
•
•
•
•
•
•
•
Web analytics is closely linked with usability
Users are increasingly sophisticated
Disloyalty is only one click away
You’re competing with Amazon, BBC, eBay
Don't test everything at once (!)
Continuous improvement
Remember things change...
©Mike Berry Associates 2010
Small changes...
©Mike Berry Associates 2010
B
©Mike Berry Associates 2010
...can make a big difference
©Mike Berry Associates 2010
©Mike Berry Associates 2010
A
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Asda Homepage redesign
©Mike Berry Associates 2010
Test everything...that matters
A
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Measuring your success
IN CONCLUSION:
• Use mix of experience, judgement and experiment
• Just because it is possible: doesn’t mean it’s right
• Remember the brand; is every communication
‘on strategy’?
• Learn and refine
©Mike Berry Associates 2010
Keep an Open Mind
The future may not be what we expect...
<video>
©Mike Berry Associates 2010
Keep an Open Mind
The future may not be what we expect...<video>
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Viral
©Mike Berry Associates 2010
IT’S VIRAL…
…in a good way
©Mike Berry Associates 2010
SECRETS OF VIRAL SUCCESS
Have a great idea
Execute it brilliantly
Seed it carefully
BE LUCKY!
You’re competing with:
Roger Federer, sneezing pandas and skateboarding dogs
©Mike Berry Associates 2010
YEO VALLEY
©Mike Berry Associates 2010
2.1
Go West!
Zagreb - Yeo Valley: 1,923 km <source: Google Maps>
©Mike Berry Associates 2010
“YO” VALLEY!
http://www.youtube.com/watch?v=eOHAUvbuV4o
©Mike Berry Associates 2010
©Mike Berry Associates 2010
BLENDTEC iPad
http://www.youtube.com/watch?v=lAl28d6tbko
©Mike Berry Associates 2010
©Mike Berry Associates 2010
OLD SPICE
http://www.youtube.com/watch?v=owGykVbfgUE
©Mike Berry Associates 2010
OLD SPICE
©Mike Berry Associates 2010
OLD SPICE
©Mike Berry Associates 2010
©Mike Berry Associates 2010
BLEND-UP
+
©Mike Berry Associates 2010
BLEND-UP
http://www.youtube.com/watch?v=YwXX2aqHRME
©Mike Berry Associates 2010
TIPP-EX
©Mike Berry Associates 2010
TIPP-EX
Old fashioned stationery product
Erase your ink mistakes
Targeting student audience
Needs to remain relevant in the internet age
©Mike Berry Associates 2010
CREATIVE SOLUTION
http://www.youtube.com/watch?v=4ba1BqJ4S2M
©Mike Berry Associates 2010
RESULTS/ KEY LEARNINGS
A very original and product-related creative
solution in the right channel (target group =
students)
But just a quick hit with very short-term effects?
No call to action, no follow-up?
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Summary
 Companies know this is important, but are still typically
lower down the maturity model, with only an embryonic
strategy in place.
 Customer expectations are higher than ever …
organisations need to establish a framework to help them
move towards a single customer view.
 Culture, technology, data and processes all need to be
considered.
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Some of your questions
©Mike Berry Associates 2010
Changing Times...
VIDEO:
http://www.thetimes.co.uk/tto/public/
article2546287.ece?CMP=INTtf1
http://www.timesonline.co.uk
(shut down June 16 2010)
http://www.thetimes.co.uk
| 293
©Mike Berry Associates 2010
Changing Times...
| 294
©Mike Berry Associates 2010
But will we pay?
| 295
©Mike Berry Associates 2010
The future of journalism?
With newspapers, magazines, books and gaming some of the top uses of the iPad thus far, the tablet is building the reputation
content owners and advertisers hoped for as an entertainment-oriented device.
<Source: .emarketer.com>
| 296
©Mike Berry Associates 2010
The Times Paywall - at November 2010
The Facts & Figures
Key facts and figures:
The paywall charge is £1 for a day's access and £2 for a week's subscription to the
Times’ sites. However, there is currently a 30-day £1 introductory offer. Access to the
sites is also bundled with a seven-day print subscription to either title. The Times iPad
app monthly subscription is £9.99 or available as part of a digital subscription. The
Sunday Times will launch an iPad app shortly.
105,000 paid-for customer sales to date (4 months since July 2010), including
corporate subscribers.
Around 50% of these are monthly subscribers. These include subscribers to The Times
iPad app and Kindle edition (Sunday Times iPad app yet to launch so not included).
Before the paywall, according to the Times' most recent ABCe audit (Feb 2010), the
Times Online site got 20,418,256 monthly unique users; this would mean 105,000
paying subscribers = 0.5% conversion rate from free to paid.
The Times + Sunday Times weekly print circulation is around 1.5 million (according to
ABC in August Sunday Times was 1,066,240 while the Times was 494,205) so 105,000
= 7% of this print readership figure.
©Mike Berry Associates 2010
Some of your questions
• The Times paywall
• Why will people pay for mobile apps but not
online news?
• Social media for B2B?
• Google Buzz?
• Banner ‘blindness’?
• What happened to direct marketing; did digital
replace it?
• Future of agencies: creative, media, pure digital,
integrated?
©Mike Berry Associates 2010
What’s New?
What’s Next?
©Mike Berry Associates 2010
Google Instant - results as you type
http://www.google.com/landing/instant/#t2
©Mike Berry Associates 2010
Google Instant - now with previews
http://www.google.com/landing/instantpreviews/
©Mike Berry Associates 2010
Facebook Places - now with Deals
Gap Inc. is giving away
10,000 pairs of blue
jeans while Macy’s,
McDonald’s and
Starbucks are
promoting their own
Deal offerings
©Mike Berry Associates 2010
Windows Phone 7
Engadget:
"Windows Phone 7 is easily the most unique UI in the
smartphone race right now, and the real perk here is
that it doesn't just seem like an arbitrary decision to
make things look different than other OSs -- there is
real purpose and utility to a lot of what Microsoft has
come up with.”
Gizmodo described the virtual keyboard as "a
wonderful keyboard: fast, smooth, intuitive and totally
natural.”.
A ZDNet reviewer praised the experience and fluidity
of the software, saying "The current experience is
amazingly stable and fluid and I am quite impressed
with what they have done."
©Mike Berry Associates 2010
7 things that are going to be big(ger) in
digital marketing - soon
©Mike Berry Associates 2010
First thing
Mobile esp. Android phones Vs. iPhone <Nexus One
phone>
• iPhone has been a ‘game changer’
• Google Android platform will bring smartphones to
the masses
• iPhone apps have been high impact but for the few
and mainly disposable
• Android apps will find a significant market
• Augmented reality, location-based services
• Mobile will come into its own
©Mike Berry Associates 2010
Second thing
Social Media (again)
Companies will get their act together
• Set objectives
• Plan staffing
• Interdepartmental teams
• Clear guidelines
• Empower key people
• Listen before you speak
• ‘Joined - up social media’
Budgets moving from traditional to digital and from ‘traditional
digital’ (online display and search) into SM
©Mike Berry Associates 2010
Third thing
Online video display advertising
•
•
•
•
•
•
•
The power of TV
User in control
Customised to your preferences
Available on demand
‘Killer app’
Follow the guidelines
Easy to opt-out
©Mike Berry Associates 2010
Fourth thing
In-game advertising
• If you create the game you can build in ads
• Everything can be for sale
• Name awareness less powerful than full integration
into plot/ story (product placement)
• Growing area as consumer leisure patterns change
• Biggest entertainment product of 2009 was COD 2
• Hybrid products (game/TV show/ website)
• ‘Heavy Rain’; player ‘controls’ the plot
©Mike Berry Associates 2010
Fifth thing
Tablet computers (led by Apple iPad)
• Not a mobile device
• Not a laptop
• Doesn't support Flash
BUT:
•
•
•
•
•
•
People have bought it because of the brand
Very intuitive web browsing experience
‘Powerful enough’
Has created a new sector
Next iPads will be more powerful (and no more expensive)
Other tablets will be launched (Samsung Galaxy Tab, BB PlayBook +++)
©Mike Berry Associates 2010
Sixth thing
Search is changing
a) Bing to challenge Google?
• Microsoft-Yahoo deal clears regulation (US and EU)
• Real competition in search?
• Microsoft making big plans – talking to Facebook
• Google innovating all the time
• A long way to go...
b) Real-time search means 'real-time SEO‘
•
•
•
•
Twitter posts previously ignored may be relevant
Recency is powerful: “what are people saying about X right now?”
Much of Facebook invisible to Search Engines
Social media converging with off-site SEO (tweets drive traffic)
©Mike Berry Associates 2010
Seventh thing
Big Ad agencies getting into Digital; end of the ‘d’ word?
“Yes”
They have the client relationships
They have clever planners
They can offer strategic and creative integrity
They are aware where the money is going...
________________________________________________________
“No”
Slow to move/ change
Not into techie stuff/ eCommerce
Sub contract digital out to specialist agencies anyway(!)
Still in love with TV...
©Mike Berry Associates 2010
Consistency
• Ad agency planners used to say:
“Your brand should behave like a friend. The same
person on the phone, in a letter or in the pub.”
• INTEGRATED MARKETING: catalogue, phone call,
sales visit, website, email, iPhone app...
©Mike Berry Associates 2010
Don’t embrace ‘the future’ for the sake of it
“The future‟s already here, it‟s just
unevenly distributed.”
William Gibson, 1999
Source: Blue Latitude/ ISBA
©Mike Berry Associates 2010
Past and future will always co-exist
The past is still here too – it‟s just
so evenly distributed that it blends
into the background
Source: Blue Latitude/ ISBA
©Mike Berry Associates 2010
Remember ‘the old stuff’ still works too!
©Mike Berry Associates 2010
Remember ‘the old stuff’ still works too!
©Mike Berry Associates 2010
Remember ‘the old stuff’ still works too!
©Mike Berry Associates 2010
Everything drives search
©Mike Berry Associates 2010
Everything drives search
©Mike Berry Associates 2010
“Non-line” marketing
©Mike Berry Associates 2010
All elements of your marketing can and
should work together
©Mike Berry Associates 2010
Big ideas still matter
“It takes a big idea to attract the attention of
consumers and get them to buy your product.
Unless your advertising contains a big idea, it will
pass like a ship in the night. I doubt if more than
one campaign in a hundred contains a big idea.”
David Ogilvy
©Mike Berry Associates 2010
http://www.youtube.com/watch?v=R2bLNkCqpuY
©Mike Berry Associates 2010
Digital Marketing Budget Allocation
©Mike Berry Associates 2010
The future?
• Increasing integration of Digital into the
Marketing Mix
• Yes: it’s all marketing
• No: digital is special/ different
• Maybe: OK but give it another 10 years...
©Mike Berry Associates 2010
The future
©Mike Berry Associates 2010
And finally…
• Digital marketing can generate response and
build brands
• Experiment and learn
• Set clear objectives
• Measure results and benchmark
• Consider the overall effect of the communication
• No-one has all the answers
• Your next campaign can always be better!
©Mike Berry Associates 2010
©Mike Berry Associates 2010
©Mike Berry Associates 2010
Summary
•
•
•
•
•
•
Digital marketing is new
Its changing fast
We’re all learning
Try new things
Find out what works and do more of it
Fit digital in alongside your offline work
©Mike Berry Associates 2010
•
•
•
•
•
•
•
•
•
Summary
It’s all new
It’s exciting
It’s changing
There are few rules but do learn them
Use your judgement
TEST!
Learn More!
Be more successful!
Pretty Cool huh?
©Mike Berry Associates 2010
It’s Digital
• Pretty Cool huh?
©Mike Berry Associates 2010
Steve Jobs
http://www.youtube.com/watch?v=ZHthpkzErKw
©Mike Berry Associates 2010
Goodbye, my internet friends..
http://www.youtube.com/watch?v=nFDqvKtPgZo
©Mike Berry Associates 2010
Thanks and
Good Luck!
Mike Berry
mike.berry.mail@gmail.com
blogbymikeberry.blogspot.com
twitter.com/mikeberrytweets
http://uk.linkedin.com/in/mikeberrylinkedin
©Mike Berry Associates 2010