Guerilla Branding
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Transcript of Guerilla Branding
Guerrilla Branding
Christian Bartens, Online Analyst
3rd May 2007, Christian Bartens, Online Analyst
Competitive Category
Charting search terms to gauge and compare brand health shows a competitive environment in the travel category
3rd May 2007, Christian Bartens, Online Analyst
Our New Strategy
40% of visitors to Australia.com
60% of visitors
3rd May 2007, Christian Bartens, Online Analyst
Travellers Online
3rd May 2007, Christian Bartens, Online Analyst
Digital Programs
Infiltrate
Influence
3rd May 2007, Christian Bartens, Online Analyst
Domestic Success
Tourism Australia’s domestic reach quadrupled over the past eight months
3rd May 2007, Christian Bartens, Online Analyst
A New Player
The Consumer
3rd May 2007, Christian Bartens, Online Analyst
The Synthesisers
Source: Isobar
100% Consumers search for and find content
10% Synthesisers
find, adapt, add to and
share content
1% Creators
start groups, create and
publish content
Web 2.0
3rd May 2007, Christian Bartens, Online Analyst
So What Do We Do?
Should we write our own reviews and blogs
now and share our videos on Youtube?
3rd May 2007, Christian Bartens, Online Analyst
Back To Basics
Company Consumer Marketing
Service Products Support Employees Distribution
Experience Brand
Source: Don E. Schultz,
Northwestern University
Search
WOM, Blogs, Emails, Reviews, Communities, Social Networks, Photo Sharing, Video Sharing
3rd May 2007, Christian Bartens, Online Analyst
Indirect Branding
3rd May 2007, Christian Bartens, Online Analyst
Dedicated Staff
(Analytics Spend)
Source: Jupiter Research
Marketer
+ Developer
= Expensive
+ Sales person
+ Experience
3rd May 2007, Christian Bartens, Online Analyst
Top 5 Considerations
§ Dedicated online analyst § Dedicated search marketer § State-of-the-art web analytics solutions § Base decisions on solid analysis of data § Indirect branding increasingly important
Questions?