Plan B Digital - Introduction
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Transcript of Plan B Digital - Introduction
PLANB DIGITAL
FIVE CONSUMER MARKETING TRENDS THAT ARE TURNING THE WORLD UPSIDE DOWN
� Consumer skepticism and resistance to advertising
t Increasingly the consumer is in control
� Media fragmentation is out of control
� Given the above, the pressure is on to improve targeting – to achieve relevance and minimize waste
� Marketers held to new levels of accountability
Beware of eroding TRUST!
Consumer trust in advertising has plunged 4 1% over the past three years
Only 1 0% of consumers say they “trust” ads today
Lee SmithCOO
Insight Express
“It’s just not good.”
Reach = 1.75 persons
“Yahoo’s future is giving people the tools to generate their own content.”
“MASS REACH” IS GIVING WAY TO A WORLD OF NICHES
In 1965, you could reach 80% of 1849 year olds with 3 60second TV spots Now, you need 120 primetime spots!
Harte Hanks: 21% of firms spend 45%+ of their entire marketing budget on “target marketing”
#4
“Mass marketing today is a mass mistake.”
Everevolving technologies are redefining how advertising is sold, created, consumed & tracked. Reach v/s Relevancy tradeoff.
“Can I help u?”
Context is everything!
BEHAVIORAL & CONTEXTUAL MARKETING TAKE TARGETING TO THE NEXT LEVEL
/ -Re le vancy re ach trade offSe arch
Be haviora l
Conte xtua l Run of s ite
Contextual and Behavioral allow you to capture interested prospects who may or may not choose to use a search engine
TIELS MODEL
EngageTarget Interest
LeadSale
Conventional marketing
Internet marketingSearch marketing
Search Marketing Bonanza
Pay only on intereSt !!!!
OUR SUCCESS STORIES -
HSBC Idiscoverindia.com Manya Education Ltd. IMS Learning Resources. Mercedes Benz Ltd.
HSBC
Client Brief: To achieve x000 leads, an increase of over 200% with CPA reduction target of 25% on remittance products and services.
Challenge: The central idea was to find out volume of business: Get more impressions and more clicks Critically more clicks at lower CPC (biggest) Wide range targeting
Strategy: Granular optimization Leveraging gmail – going vernacular and out of the box Long tail development Setting up a campaign optimizer – key metric CPA
Results: 500% increase in traffic in 3 months Rise in CPC – 10% , but 50% less than rest of the market
combined 21% share of the market at the lowest CPC among the five
major players During this time company turnover went up by over 200%
IDISCOVERINDIA.COM
Client Brief: To achieve x000 leads, an increase of over 200% with CPA reduction target of 25% on leading holiday destinations in Indian online travel market.
Challenge: The central idea was to find out volume of business Get more impressions and more clicks in travel related industry. Critically more clicks at lower CPC (biggest challenge) Wide range targeting and developing niche communities.
Strategy: Granular optimization Leveraging word of mouth through referral programs – going
regional and out of the box Long tail development Setting up a campaign optimizer – key metric CPA (cost per
acquisitions).
Results: 500% increase in traffic in 3 months Rise in CPC – 10% , but 50% less than rest of the market combined
FILLING IN THE BLANKS
What is the measure of success?
What is a good price to pay?