Why Digital and what you absolutely need to know
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Euro RSCG Digital workshop about online marketing and our integrated approach.
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Why Digital and what you absolutely need to know
- 1. Euro RSCG Digital Workshop Why Digital and what you absolutely need to know . by Jan Los
- 8. When was the last time you visit at least one of these pages?
- 14. Trends and Strategies for Digital Channels
- 15. Your customers have their own spaces
- 16. And spaces where they connect with others
- 17. Creating new opportunities for how you manage your brand
- 18. And integrate activity from the offline world Experiential Sales Promotion In-Store Experiential PR Press Outdoor Radio TV
- 21. Brand websites losing to social?
- 22. Brand websites losing to social?
- 23. Brand websites losing to social?
- 27. Mechanism PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA
- 28. Step by step CORPORATE WEBSITE PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA STORY DIALOGUE BUZZ INTRO ACTIVATION
- 29. Digital as part of comm stream PR OUT DOOR IN-STORE DIGITAL TV PROMO
- 30. Tracking & Reporting Tracking Reporting Collecting & Analyzing Data Identifying visitors source and their behavior Measuring the effect of online activities Page views per visit Time spent on site Traffic sources New vs. returning visitors Conversion Rate Cost per Conversion Abandonment rate Number of pages viewed in order to buy a product Time (min) needed to complete a conversion – sign up, trial, buy Direct visits (typing URL) Search engine visits (SEO, PPC) Referring sites Shows the rate > Acquire=> Retain visitors Conversions be defined as Trials, products bought, sign-ups Revenue/Trials, Sign-ups, Products Visitors who do not complete defined actions (conversions).
- 32. Selection of successful digital c ampaigns in 2009
- 38. Burger King – Have it your way Try it!
- 39. Cravendale is back (and still has something to say)
- 40. Diesel helmet – Quique the head Try it!
- 49. Thank you! Jan Los, Business Development Director +420 724 639 047, jan.los@eurorscg.cz
Hinweis der Redaktion
- Guy Phillipson, the chief executive of the IAB , told Reuters: "This is a significant milestone. This is the first major market where online has overtaken television to become the biggest single medium." PWC's senior manager Eva Berg-Winters said: "Perhaps surprisingly, a slowing economy has accelerated the migration to digital technology and hence the continuing shift from more traditional forms of advertising to online, which promises return on investment and measurability in a period of instability. But still the integrated campaign will bring the best results. That’ s what is 4D good at.
- Czech consumers are SMS fanatics… Penetration of Mobile Internet in Czech republic rapidly growing. Expecting big impact on media campaigns and possibilities. Czech consumers are SMS fanatics…
- Number of registered czech users rapidly growing / expected 2mio user till end of 2009. Moving from students, youth segment to more relevant TA 30+. Same level of visitors as Centrum.cz
- Showing that everybody is somehow affected by online advertising and Internet communication. Most of you tried at least one of the internet portals or community server and be sure that if you not – your client did. We can see the massive movement from classic corporate website to social media platforms / internet TV, etc.
- This means that more than 50% of Czech people is online every day... We can't ignore this in our strategies and communications plans.
- List of activities ordered from the most usual activities. Mainly we are looking for information – that means Search engine marketing is important part of marketing. News – connected with online PR strategy. Entertainment – most growing part of entertainment business, average visitors of online game server spend around 2hours there!!! Blogs – relevant from the perspective of WOM, Opinion makers....
- List of activities ordered from the most usual activities. Mainly we are looking for information – that means Search engine marketing is important part of marketing. News – connected with online PR strategy. Entertainment – most growing part of entertainment business, average visitors of online game server spend around 2hours there!!! Blogs – relevant from the perspective of WOM, Opinion makers....
- For business we are using clasics email, as trend we can see using of social media platfroms like Facebook pages for Internal communications, Press relaeases. ICQ for youth segment / good CPT
- For business we are using clasics email, as trend we can see using of social media platfroms like Facebook pages for Internal communications, Press relaeases. ICQ for youth segment / good CPT
- Internet move from „just“ information source to personalized space where I have my favorites places (websites, email service, chat). Customers increasingly have their own spaces in which to administer content messaging and brand experiences and increasingly brands have to work very hard to care show up and be included in the spaces. We help our clients think about the spaces and understand how they can connect to, and include the spaces in the overall marketing mix
- It’s also true that over the last 2 to 3 years a diverse abundance of new spaces in which brands have a challenge to contribute has emerged, the whole world of social media! We developing new tools and new methodologies that how brands interact and leverage the power of these networks to their benefits, from finding and monitoring the effectiveness of different networks, to leverage in these networks in a powerful way to create a meant to the brands that we are responsible for managing
- We need to create pieces of content that attract (which people talk about, search for, go to and add to) The combination of these two new spaces their interaction both with each other and with brands crazy new opportunity for how brands create content in experiences and manage relationships in the online world in a connected an integrated way
- We are increasingly working to connect and join up these worlds not just with digital strategy but to seamlessly integrate this thinking is part of an off-line plan, we do this using proprietary tools, new ways of measuring and tracking performance, all fuelled by powerful ideas.
- A dvertisement p lac ement or technolog y is not a key factor for the success of on-line ads ( by research Dynamic Logic ). Study, during which the company analyzed 170 thousand. ads, has shown that the largest share of the effectiveness is the creativity. According to research on the banner works best permanent presence of the brand, a strong call-to-action and views of human faces . Other factors such as size, technology used and the selection of websites on the success of campaigns supposedly a part of 30%.
- In the UK 68 % trust online consumer opinions - only 58 % trust brand websites. Text ads are the least trusted ad format worldwide – 24 %, while banner ads and online video – 37 % R esearch from Harris Interactive found 46 % of US internet users say they ignore banner ads, with 1% finding banner ads helpful in making a purchase decision. The findings emphasise the importance of encouraging engagement and conversation via social networks such as Twitter and Facebook, as posts about a product will reach both friends and the wider public interested in the product. However, moderation is key, a lesson Skittle recently learned the hard way after placing a live Twitter feed on its homepage, which was subsequently hijacked by users intent on offending other users. The experiment was the first time a large consumer brand has put a live Twitter feed on its homepage and could be the last unless brands are prepared to invest in moderation or delaying the feed and only publishing edited posts.
- Some of the biggest brands, websites and portals are loosing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite? There are 2 key reasons why website traffic is declining. 1) Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2) Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these.
- Some of the biggest brands, websites and portals are loosing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite? There are 2 key reasons why website traffic is declining. 1) Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2) Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these.
- The impact will be clear – brands’ website will become more informational with gathering of social buzz from social media sphere (think Google’s Sidewiki). Companies, on the other hand, will spend 50% on their brand website and 50% on the social media around it. I do not think that brands’ websites are and will be dead as they play an important role in the communication stream from companies to consumers. They provide detailed information that is needed to decide on a purchase. Some purchases require much more product research and analysis (think buying a car vs. buying milk) that brands’ websites will provide. No social media will be able to replace that.