Transcript No Slide Title

Can the web really boost
your marketing effort?
July 8th, 2003
Agenda
Can the web boost your marketing?
Presentation Outline
1. Which industries are best suited to using the web
2. What does it cost to get started
3. How do we measure cost effectiveness
4. Some case studies on what’s worked and what hasn’t
Can the web boost your marketing?
Any “entity” can benefit from using the web
Need to review your target's behaviour to establish where benefit really lies
There are 2 overriding criteria
 Revenue growth
 Efficiency
And one overriding segmentation variable
 Contextualisation
Can the web boost your marketing?
Contextualisation
Effective online marketing planning must reflect
how the consumer is using the internet in a given session
Booz-Allen & Hamilton and Nielsen/Net Ratings Inc. studied
* 2466 internet users
* 187,797 individual user sessions
Can the web boost your marketing?
They uncovered 7 discreet usage-based segments
* Quickies
* Just the facts
* Single Mission
* Do It Again
* Loitering
* Information Please
* Surfing
Please refer to your handout for some further detail.
Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
* Quickies
- occasions are typically short
- visits to 2 or fewer familiar sites
- Ex. extracting specific bits of information ( sports scores ), send email
* Just the facts
- specific information from known sites
- includes visits to transaction oriented or time consuming sites
- Move from site to site comparing access, related reports, price
- shopping and travel
- Less likely to involve entertainment
- Ex. Amazon
Can the web boost your marketing?
Can the web boost your marketing?
Characteristics of the 7 Usage Occasions
* Single Mission
- complete certain task or gather specific information
- focus is on one category
- complete task then leave the web
- Ex. AusWeb 03 - search engine
- program page
- logistics and registration
- log off
1. Which industries?
Can the web boost your marketing?
Characteristics of the 7 Usage Occasions
* Do It Again
- favourite sites for auctions, games, investments
- rarely involves searches
- user knows where he/she wants to go
- Ex. Bank transactions
- Ex. Downloading MP3 files
- Ex. Participating in chat sessions
Can the web boost your marketing?
Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
* Loitering
- leisurely visits to familiar “sticky” sites
- average 33 minutes in duration with 2 minute page views
- Ex. News, gaming, ISP and entertainment sites
- Ex. Reading about recently released and up coming movies
Can the web boost your marketing?
Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
* Information Please
- Used to build in-depth knowledge of topic
- Ex. Research all aspects of buying a car
- model, trade-in value, finding a dealer, arranging a loan
- such occasions are heavy on travel and automotive sites
- gather broad information from a range of sites
- users jump among linked sites without resorting to search engine
Can the web boost your marketing?
Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
* Surfing
- surfing occasions are by far the longest ( 70 minutes average )
- time per page may be 1 or so minutes - wide but not deep
- users gravitate to sites that grab attention immediately
- shopping, online communities and news
- spend little time at portals/ search engines
- not concentrated in any one category
Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
None of the 7 usage occasion types was dominant in the study
- 44% of users appeared in all 7 categories
- 67% of users appeared in 5 or more categories
Marketers must consider how to reach people in all segments
Can the web boost your marketing?
What does this really mean?
* Depending on usage occasion
- some people open to a range of messages
- some people will pay attention only to highly targeted messages
- some people will ignore anything not directly related to their session
* It’s not about saying
- if I know the consumer
- I can create the ad
- and run it anytime the consumer is likely to be on the internet
Can the web boost your marketing?
What does this really mean
Demographics and psychographics don’t change
Your mood does
Do I want
- KFC
- 5 star restaurant
- stay at home
Can the web boost your marketing?
What does this really mean?
You can’t run the same ad on the Simpsons and in a church
Can the web boost your marketing?
In summary
* Loitering,Information Please & Surfing
- go to where there’s lots of content ( read, play, chat )
- tend to involve large number and size of graphics
- and a registration requirement
- will provide information to get information
* Quickies, Single Mission, Just the Facts, Do It Again
- shorter sessions overall but page views lengthy
- less likely to buy
- will click through to related information
Can the web boost your marketing?
Strategic Implications
* New NEC Mobile phone
* Use the internet to reach buyers 12 to 25
* As market knows brand, objective is to position it as hip and cutting edge
* This goal requires occasion like Loitering
* Must now determine site categories target likely to visit
* Youth oriented or gaming sites high on list ( newgrounds.com, 3com.com )
* One size fits all will not work
* Successful site shows different faces to users based on their occasion
- Quickies - text only, no pop ups
- Loitering - video
Not all session types are conducive to brand positioning.
Can the web boost your marketing?
Can the web boost your marketing?
Can the web boost your marketing?
Case Studies
Multimedia Victoria - Database Build
* Target
IT Companies
* Contact
CEO, Marketing Manager, Business Owner
* Objective
Build a customer database of IT companies
* Communication
Email letter and questionnaire
* Results
Acceptance rate > 50%
Database launched by minister
Saved 35% over direct mail
Case Studies
Case Studies
The National - Online Newsletter
* Target
Top 1% of National’s Private Bank Customers
* Contact
Individual him/herself
* Objective
Maximise opt in for newsletter providing
interviews, reviews & investment opportunities
* Communication
Newsletter delivered as HTML email
* Results
Highest opt in rate for any National online program
Now a quarterly publication
Case Studies
Case Studies
World Vision - Child Sponsorships
* Target
Prospective child sponsors ( A/B socioeconomic )
* Contact
Individual him/herself
* Objective
Recruit child sponsors online
* Communication
TVCs and newspaper ads directing target to
World Vision Website
banner ads on media company sites
* Results
More than 10,000 new child sponsors
30% recruited online vs 2% 2 years ago
Case Studies
Case Studies
Accor - Summer Holidays Promotion
* Target
Holiday makers ( couples 25-55 ) who were
Previous customers
* Contact
Couple
* Objective
Encourage target to provide personal details for
immediate sales and ongoing communication
* Communication
Web Game ( Consequences ) promoted through
banner ads on travel sites and by email
* Results
7000 players in first 3 weeks
4500 registered to receive more information
Case Studies
Case Studies
Case Studies
In conclusion
The web can boost your marketing effort significantly
Recognising the context in which your message is being received
will significantly enhance your
• Revenue
• Efficiency
More information
Please contact
Rod Curnow
Marketability
Level 9
409 St.Kilda Road
Melbourne Vic 3004
Phone: ( 03 ) 9696 3505
Fax:
( 03 ) 9696 0533
Mobile:
0419 959 969
Email: [email protected]
Thank you for your time