DIGITAL ADVERTISING AN INTRODUCTION EQUINET ACADEMY G1 2 ARE YOU - - PowerPoint PPT Presentation

DIGITAL ADVERTISING

AN INTRODUCTION

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ARE YOU PREPARED FOR CHANGE ?

• Who am I and What is MY ROLE ?
• Do you believe… I CAN MAKE A DIFFERENCE !
• Why? I WILL LEARN NEW SKILLS !
• How? I AM COMMITTED TO LEARN & APPLY MY NEW SKILLS !
• House Rules…

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WHAT SKILLS WILL YOU LEARN AND APPLY ?

• Skillset #1: Define digital m arketing objectives based on the digital

s trategy .

• How is digital marketing any different from marketing ?
• Compare and contrast the marketing life cycle, feedback, attribution

modelling, pitfalls .

• Paid Media, Owned Media, Earned Media, Experience .
• Identify and Describe the 5 mediums of digital advertising .
• Display (Desktop & Mobile), Video, Audio, Social, Search .

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WHAT SKILLS WILL YOU LEARN AND APPLY ?

• Skillset #1: Define digital marketing objectives based on the digital strategy .
• Identify consumer path to purchase and the touch points .
• Define and Describe the various digital advertising terminologies .
• Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce

Rates, Scroll Depth, Engagement Rates, Conversion Rates) .

• Campaign Metrics (Impressions, Clicks, Clickthru Rates,

Enagagement Rate, Completion rate, Conversion rate) .

• ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .

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WHAT SKILLS WILL YOU LEARN AND APPLY ?

• Skillset #1: Define digital marketing objectives based on the digital strategy
• Apply and Model digital advertising strategies .
• Defining Branding Objectives .
• Defining Performance / Conversion Objectives .
• Defining Engagement Objectives .

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WHAT SKILLS WILL YOU LEARN AND APPLY ?

• Skillset #2: Prepare digital marketing campaign’s budget for approval.
• Skillset #3: Select tools / channels / platform for digital marketing campaign.
• Skillset #4: Select schedule / roadmap for digital marketing campaign within

budget.

• Skillset #5: Develop performance indicators for digital marketing campaign

for reporting.

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HOW MUCH DID YOU NOTICE OR RECALL ?

• Recall and share your path to purchase the last time you…
• Bought a travel package
• Bought a gift for your loved ones
• Bought an air filter mask
• In your sharing;
• When you last access TV, Radio, Publication, Mobile, Desktop ?
• As an advertiser, what would you do to improve ?

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Skillset #1: Define digital marketing objectives based on the digital strategy .

• How is digital marketing any different from marketing ?
• Compare and contrast the marketing life cycle, feedback,

attribution modelling, pitfalls .

• Paid Media, Owned Media, Earned Media, Experience .

DEBATE

“Digital Marketing is more effective than mainstream marketing”

• 3 speakers @ 3 mins for presentation and rebuttal

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CONSUMER PATH: OWNED, PAID AND EARNED MEDIA

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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

DIGITAL MARKETING : OWNED, EARNED AND PAID MEDIA .

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Media Type Definition Examples Purpose Pros Cons

Owned Media Channel a brand controls

• Website
• Blog
• Twitter

Build for longer-term relationships with existing potential customers and earn media

• Control
• Cost efficiency
• Longevity
• Versatility
• Niche audience
• No guarantees
• Company

communication not trusted

• Takes time to scale

Paid Media Brand pays to leverage a channel

• Display Ads
• Paid Search
• Videos
• Audio

Pushes presence that feeds owned and creates earned media

• In demand
• Immediacy
• Scale
• control
• Clutter
• Declining response

rates

• Poor credibility

Earned Media When customers become the channel

• WOM
• Buzz
• Viral

Listen and respond – earned media is often the result of well- executed and well- coordinated owned and paid media

• Most credible
• Key role in most

sales

• Transparent and

lives on

• No Control
• Can be negative
• Scale
• Hard to measure

THE 5 MEDIUMS : ADVANTAGES AND DISADVANTAGES

Review the various ad formats..

• Display (Desktop & Mobile) / Video / Audio / Search / Social
• Visible ? Audible ? Engaging ? Do you trust ? Are you inclined to

explore ?

• Which aspect of the path to purchase would your medium be

most relevant ?

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CUSTOMER EXPERIENCE (CX)

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Skillset #1: Define digital marketing objectives based on the digital strategy .

• Identify and Describe the 5 mediums of digital advertising .
• Display (Desktop & Mobile), Video, Audio, Social, Search .

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DISPLAY

• Key considerations for understanding why it works

➢Real Time collection of data / feedback ➢Dynamic and least costly to produce

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VIDEO

• Key considerations for understanding why it works

➢Recall works best with evoking emotions ➢Fully engaged

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AUDIO

• Key considerations for understanding why it works

➢Personal ➢Captive engagement

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SEARCH

• Key considerations for understanding why it works

➢User Initiated ➢High Intent

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SOCIAL

• Key considerations for understanding why it works

➢Viral and Highly connected ➢Trust and Conviction

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Skillset #1: Define digital marketing objectives based on the digital strategy .

• Identify consumer path to purchase and the touch points .
• Define and Describe the various digital advertising terminologies .
• Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent,

Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates) .

CONSUMER PATH TO PURCHASE

“Assuming that you have a shop, envision how you would close a sale”

• Think about
• The product / service that you are offering .
• The location of your shop
• The number of shoppers visiting your shop .
• The frequency of shoppers visiting your shop .
• The average time spent in your shop .
• The way the shopper is engaged .
• If your rent is $15,000 a month, how much items do you need to sell to break even ?
• The average spending amount of your shopper .

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SITE METRICS

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Shop Site Traffic Source Page Visits Visits / Unique Visits Sessions Bounce Rates Time Spent Engagement Rates Conversion Rates

SITE METRICS TERMINOLOGIES

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Site Te Term rminologies Definition Traffic Source The origin of the traffic Page Visits The number of times users arrive at a site Visits / Unique Visits The number of users / unique individuals arrive at a site Sessions An activity devoted upon arrival at a site Bounce Rate Upon arrival at a site, users leaving the site immediately Time Spent The duration devoted at a site Engagement Rate The users interaction within a site Conversion Rate Users who took action beyond interaction within a site

SITE STRUCTURE

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Homepage Index page Articles page Index page Index page Articles page Articles page

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Skillset #1: Define digital marketing objectives based on the digital strategy .

• Identify consumer path to purchase and the touch points .
• Define and Describe the various digital advertising terminologies .
• Campaign Metrics (Impressions, Clicks, Clickthru Rates,

Enagagement Rate, Completion rate, Conversion rate) .

CAMPAIGN METRICS TERMINOLOGIES

“Matching the metrics”

• Activities related to a campaign .
• A typical digital display campaign report .
• Read the description of terminologies .

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CAMPAIGN METRICS TERMINOLOGIES

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Campaign Metrics Definition Form rmula Impressions Opportunity to see a display ad

• Clicks

Users response to an ad

• Clickthru Rates

The percentage of Users responding to an ad in relation to viewing an ad Clicks divided by Impressions Engagement Rate The users interaction with a campaign (Clicks + Shares + Likes) divided by Total Exposure of Campaigns Conversion Rate Users who took action beyond interaction within a site (Registration, Purchase) divided by Clicks Video Rolls Opportunity to see a video ad (pre-roll/mid-roll/post-roll)

• Completion Rate

Users who completed viewing the video content The number of video completions to the number of video starts

SAMPLE OF CAMPAIGN REPORTS (DISPLAY)

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SAMPLE OF CAMPAIGN REPORTS (VIDEO)

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Skillset #1: Define digital marketing objectives based on the digital strategy .

• Identify consumer path to purchase and the touch points .
• Define and Describe the various digital advertising terminologies .
• ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD,

CPA) .

ROI METRICS

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ROI METRICS

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ROI METRICS TERMINOLOGIES

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Acronyms W hat it means Form rmulaes CPM eCPM Cost per thousand Effective Cost per thousand

• $price @ 1,000 impressions
• Total media investment divided by the total campaign

impressions CPC eCPC Cost per click Effective Cost per click

• $price @ click
• Total media investment divided by the total campaign clicks

CPV CPCV Cost per view Cost per completed view

• $price @ view
• $price @ completed view

CPL Cost per lead

• Total media investment divided by number of sales contact

CPD Cost per download

• Total media investment divided by number of downloaded

apps CPA Cost per acquisition

• Total media investment divided by number of purchases
• nline

RATE CARDS

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RATE CARDS

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RATE CARDS

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RATE CARDS

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ARE YOU GOOD IN BUDGET PLANNING?

• Split into 3 teams .
• Discuss .
• Send representatives to present the answers .

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DEFINITION CPM : COST PER THOUSAND IS A MARKETING TERM USED TO DENOTE THE PRICE OF 1,000 ADVERTISING IMPRESSIONS ON ONE

• WEBPAGE. WHAT DOES M REPRESENTS? REPRESENTS "MILLE"; ROMAN,

FRENCH, LATIN FOR THOUSANDS.

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• $5 CPM means for every 1,000 impressions it will cost $5/-
• What is the price of 1,000,000 impressions if CPM is $2/-?
• What is the price of 10,000,000 impressions if CPM is $2/-?
• What is the price of 100,000 impressions if CPM is $2/-?
• What is the amount of impressions if CPM is $2/-?
• What is the amount of impressions if CPM is $2/- and I have $500 to invest?

DEFINITION : CLICK-THROUGH RATE (CTR) IS THE RATIO OF USERS WHO CLICK ON A SPECIFIC LINK TO THE NUMBER OF TOTAL USERS WHO VIEW A PAGE, EMAIL, OR ADVERTISEMENT. CLICKS DIVIDED BY IMPRESSIONS = CTR

• The speed at which one has responded to an ad.
• The efficiency of a digital campaign.
• The likelihood that an ad gets a response.
• The success of a digital campaign.

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HIGHER LEVEL OF UNDERSTANDING : QUIZ THAT ENSURES ONE UNDERSTANDS THE PRINCIPAL AND RELATIONSHIP BETWEEN CPM & CTR.

• If my CTR is 2% and my CPM is $3/-, How many responses did I

get and what is the average cost per response?

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Skillset #1: Define digital marketing objectives based on the digital strategy

• Apply and Model digital advertising strategies .
• Defining Branding Objectives .
• Defining Performance / Conversion Objectives .
• Defining Engagement Objectives .

DIGITAL MARKETING STRATEGY, OBJECTIVES & MECHANICS

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STRATEGY

Interactive Banner Displays Drive Engagement and Registrations Video Engagement CRM Efforts Membership Drive What conversations track best with audience? SEM / SEO Content Referral Offers / Nominate BFFs / Good Neighbours Testimonials Presence in Channels

• Beauty
• Lifestyle
• Family
• Health
• Life & Love
• Hair, Skin,

Body Online Poll or Feedback via Facebook “Online Specials” Discounts

MECHANICS

OBJECTIVES

CASE STUDY

“Look at the case in front of you, what can you do to help ?”

• Our future
• Ahead of the game
• Staying relevant

Can you identify the Mechanics ? Objectives ? Strategy ?

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HOW TO IDENTIFY OBJECTIVES AND STRATEGY ?

A Check List …

• Brand : Awareness, Brand Lift, Brand Perception, New Launch, Reach and Frequency
• Engagement : Intent, Likes, Shares, Comments, Reach out, Responses
• Performance : Contest, Entries, Acquisitions, Leads, Purchases, Bookings

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Skillset #2: Prepare digital marketing campaign’s budget for approval.

CASE STUDY

“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”

• Our future
• Ahead of the game
• Staying relevant

Prepare a Workflow and Mediaplan

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PREPARE DIGITAL MARKETING CAMPAIGN BUDGET WORKFLOW

• Sample: refer to excel sheet

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PREPARE DIGITAL MARKETING CAMPAIGN BUDGET MEDIAPLAN

• Sample: refer to excel sheet

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DIGITAL MARKETING CAMPAIGN BUDGET

• Strategy: Objective & Mechanics
• Workflow : Dates, Execution, Expected Outcome
• Mediaplan : Costs, Effective ROI

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Skillset #3: Select tools / channels / platform for digital marketing campaign.

• Facebook

TOOLS / CHANNELS / PLATFORMS

• Google adwords
• Display
• Search
• Facebook
• Social Media

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CAMPAIGN STRUCTURE

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CHOOSE MARKETING OBJECTIVE

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CHOOSE TARGET AUDIENCE

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CHOOSE PLACEMENTS

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DETERMINE BUDGET AND SCHEDULE

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GUIDELINES FOR FB MECHANICS AGAINST OBJECTIVES

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Objectives Feeds Instant Article In In-stre ream Video Right Column Suggested Video Brand Awareness Desktop / Mobile Mobile Desktop / Mobile N.A Desktop / Mobile Reach Desktop / Mobile Mobile Desktop / Mobile N.A N.A Traffic Desktop / Mobile Mobile N.A Desktop N.A Engagement Desktop / Mobile Mobile Desktop / Mobile Desktop Desktop / Mobile App Installs Mobile Mobile N.A N.A Mobile Video Views Desktop / Mobile Mobile Desktop / Mobile Desktop Desktop / Mobile Lead Generation Desktop / Mobile Mobile N.A N.A N.A Messages Desktop N.A N.A N.A N.A Conversions Desktop / Mobile Mobile N.A Desktop N.A Product Catalogue Sales Desktop / Mobile N.A N.A Desktop N.A Store Visits Desktop / Mobile N.A N.A N.A N.A

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Skillset #3: Select tools / channels / platform for digital marketing campaign.

• Google Adwords, Display and Video

CAMPAIGN SETUP

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CHOOSE YOUR MEDIUM

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Skillset #4: Select schedule / roadmap for digital marketing campaign within budget. Skillset #5: Develop performance indicators for digital marketing campaign for reporting.

CASE STUDY

“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”

• Our future
• Ahead of the game
• Staying relevant

Prepare a Workflow and Mediaplan within a budget of $40,000

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ASSESSMENT “Look at the case in front of you, set up your campaign…”

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WHERE DO I BEGIN ?

• How can I initiate a conversation ?
• Who can I begin with ?
• SMART Goals

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THANK YOU!

Rodney Tay rodney_tay@yahoo.com.sg

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