DSP - General insights of digital medium - Version 1
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The document discusses the evolution and principles of digital marketing, emphasizing the difference between traditional and new digital mediums, such as mobile marketing and social media. It highlights the importance of understanding consumer behavior across various screens and platforms, showcasing examples from brands like Coca-Cola and Honda. Key takeaways include the necessity of relevance over awareness and the importance of building sustainable relationships with audiences in the digital landscape.
DSP - General insights of digital medium - Version 1
- 1. GENERAL INSIGHT OF DIGITAL MEDIUM 1
- 2. @DUNG NGUYEN – former Head of planning, Climax Agency @HUY NGUYEN – Experience Director, Ogilvy One 2
- 3. OUTLINE: • NATURE OF DIGITAL • THINK “DIGITAL” • PRINCIPLES OF DIGITAL MARKETING: • “TRADITIONAL” DIGITAL MEDIUM: – DISPLAY ADS – MICROSITE – SOCIAL MEDIA (FACEBOOK, FORUM, YOUTUBE) • “NEW” DIGITAL MEDIUM: – MOBILE MARKETING – “NEW” SOCIAL MEDIA 3
- 4. 1. NATURE OF DIGITAL 4
- 5. SMALL DISCUSSION: HÃY THẢO LUẬN THEO NHÓM (NHƯ NHỮNG NGƯỜI TIÊU DÙNG): • 3 LÝ DO KHIẾN BẠN THÍCH XEM TV ADS? • 3 LÝ DO KHIẾN BẠN THÍCH THAM GIA ONLINE CAMPAIGN? • 3 LÝ DO KHIẾN BẠN THÍCH TƯƠNG TÁC TRÊN MOBILE? • 3 LÝ DO KHIẾN BẠN THÍCH LƯỚT TRÊN TABLET? 5
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- 7. “ALL SCREENS ARE NOT EQUAL” “THE RIGHT CONTENT FOR THE RIGHT SCREEN” 7
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- 9. 1ST SCREEN: TV TAP INTO HELP ME MY RELAX EMOTIONS DON‟T ENTERTAIN MAKE ME ME WORK HARD 9
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- 11. 2nd SCREEN: LAPTOP HELP ME GIVE ME A BECOME CHALLENGE WHAT I WANT LET ME SHOW TEACH ME YOU WHAT I SOMETHING „VE LEARNT GIVE GIVE ME SOMETHING SOME MAKE ME COMPETI 11 LOOK GOOD TION
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- 13. 3rd SCREEN: SMARTPHONE MAKE ME MUST FEEL I KNOW ME BELONG PERFECT HELP ME HELP ME FIT MAKE THE IN MOST OF MYSELF KEEP ME ON SURPRISE TOP OF MY ME LIFE 13
- 14. 3.5 SCREEN: TABLET PROVOKE ENABLE ACTION COMPETENCE PROVIDE CURATE LIFE EXPERIENCE ENHANCE INTERACT FLEXIBILITY SEAMLESSLY 14
- 15. 2. THINK “DIGITAL” 15
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- 17. Coke’s “Fans First” Approach in Social Communities Michael Donnelly Group Director, Worldwide Interactive Marketing 17
- 18. our home page isn’t just coke.com, it is google.com 18
- 19. and today, I’d say… our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net 19
- 20. WHO IS TOTALLY “DIGITAL”? • Nestle 100 năm: http://www.nestle100nam.com/ • Vietnam lược sử: http://www.facebook.com/vietnamsuluoc 20
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- 27. IF MARKETING IS ALL ABOUT “EDUCATE” 27
- 28. …THEN WE SHOULD AWARE ABOUT HOW CONSUMER “LEARN” 28
- 29. LOOK MORE FAMILIAR, HUH? PR OUTDOOR & PRINTS ATL TVC & RADIO EVENT & ACTIVATION BTL DIGITAL INTERACTION TL BRAND & CONSUMER ENGAGEMENT 29
- 30. BEHAVIORAL MODEL (DENTSU) 30
- 31. BEHAVIORAL MODEL (DENTSU) 31
- 32. “I do not regard advertising as entertainment or an art form, but as a medium of information.” – David Ogilvy 32
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- 34. 3 THINGS TO START THINK “DIGITAL” 1. Most of what matters to your business is happening outside your business 2. Digital is not a medium, but an infrastructure 3. Creating relevance, not awareness 34
- 35. 1. Most of what matters to your business is happening outside your business 4 people relevant to your business – on internet 35
- 36. 1. Most of what matters to your business is happening outside your business 36
- 37. 2. Digitally tell the traditional story http://www.f-i.com/google/ramayana/ 37
- 38. 3. “The best ads don‟t look like ads” 38
- 39. 3. PRINCIPLES OF DIGITAL MARKETING 39
- 40. DIGITAL MARKETING – THE ROLE • TVC, OOH, Radio ATL • Creating mass awareness • Event, PR, Activation BTL • Product trial & Credibility • Digital TL • Engagement & Experience, CRM 40
- 41. FRAMEWORK: PAID.OWNED.EARNED MEDIA P O E Advertising in media (TV, Web Site, facebook page of Opinions of friends and Internet, Radio, outdoor, print) the brand family, word of mouth Supermarket POSM Catalogue or magazine Opinions of surfers Trade fairs/Sponsored events of the brand, Brand (blogs, forums, community event, promotional gifts networks, etc ...) Press coverage 41
- 42. PAID.OWNED.EARNED MEDIA P O E • Drive traffic • You can control • Credibly • Build awareness • Content is King • Spreadable idea • Get instant • Beneficial • Open a attention • Product information conversation • Communication product • High cost • Few people to visit & • Need a platform • You interrupt revisit • Can‟t control people • Compete with nature 42 information sources
- 43. PAID.OWNED.EARNED MEDIA – DIGITAL - @OGILVY VSEM Paid Display Ads Content Partnerships YouTube Promotion Blog Networks Sharing VSEO/Search Optimization Earned Blogs Influencer Network YouTube Embeds Reviews Brand Dotcom Landing Pages Owned YouTube Channel Video Sharing Channels Facebook Page Twitter Feed
- 44. EVERYTHING IS “EARNED”, NOT “BOUGHT” 44
- 45. 4. “TRADITIONAL” DIGITAL MEDIUM 45
- 46. DIGITAL ADVERTISING KPI PYRAMID IMPRESSION Người biết đến CLICK THROUGH RATE CLICK Người quan tâm BOUNCE/INTEREST RATE VISIT (-BOUNCE RATE) Người quan tâm đến dịch vụ của công ty CONVERSION RATE REGISTER/LEAD Người muốn tìm hiểu chi tiết SALES /CONSUMPTION RATE SALES Người mua 46
- 47. “GOD IS IN DETAIL” 47
- 48. FACEBOOK INVITATION 48
- 49. 4.1 DISPLAY ADS: 70 – 75% budget of DM in VN 5 ad position – 15 ads in 1 min 49
- 50. 4.1 DISPLAY ADS: “We SELL, or else”– David Ogilvy “You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin 50
- 51. TVC vs DISPLAY ADS TVC DISPLAY ADS FULL SCREEN, 30s ATTENTION 300x250 (9.2%), 20s ATTENTION 20% PERCENTAGE OF TIME 100% AVAILABLE WITH CONTENT 1 TVC AT THE ONE TIME 5-10 ADS AT THE SAME TIME 10-15 ADS IN 3-5 MINS 15-45 ADS IN 1 MINUTE 51
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- 53. DISPLAY ADS – THE FACT • Tim Armstrong, CEO – AOL • Arianna Huffington, The Huffington Post 53
- 54. 4.2 - MICROSITE EXPERIENCE MANAGEMENT THE 1% RULE THE RULE OF ABS THE RULE OF USABILITY 54
- 55. ROT & EXPERIENCE MANAGEMENT USER TIME-ON-SITE Visit & bounce Time-on-site < 30s Visit & browse Time-on-site: 30s < T < 2 min Visit & register Time-on-site: 2 min < T < 5 min Register & return Time-on-site: T > 5 min 55
- 56. ROT & EXPERIENCE MANAGEMENT • Normal campaign statistic: – < 10s: 70% visits – 11s – 30s: 7.34% visits – 31s – 60s: 5.16% visits 56
- 57. TIME-ON-SITE VISUALLY • 82% visits spend less than 60 seconds on-site Visits 3.97 1.13 5.56 6.94 5.16 < 10s 11 - 30s 7.34 31 - 60s 61 - 180s 69.9 181 - 600s 601 - 1800s 1801+s 57
- 58. TIME-ON-SITE VISUALLY • 18% visits spend more than 60 seconds on-site generate 60% pageviews. PAGEVIEW 17.55 28.69 < 10s 11 - 30s 16.69 31 - 60s 6.49 61 - 180s 181 - 600s 14.06 10.86 601 - 1800s 5.63 1801+s 58
- 59. REFERENCE: VNEXPRESS.NET Visits 6.14 13.84 < 10s 49.25 11 - 30s 15.41 31 - 60s 61 - 180s 181 - 600s 9.17 601 - 1800s 1801+s 3.33 2.86 59
- 60. REFERENCE: VNEXPRESS.NET PAGEVIEW 12.89 1.66 23.88 2.22 < 10s 7.97 11 - 30s 31 - 60s 61 - 180s 21.29 181 - 600s 30.08 601 - 1800s 1801+s 60
- 61. ROT & EXPERIENCE MANAGEMENT < 10s < 30s < 60s > 1,800s Off-topic or mis- Off-topic Not interested EVANGELIST click Do you have What else can i What do they SOMETHING Can they DO do FOR YOU? SEE & (MORE something? What will you Remember ? INTERESTING) REWARD me? else? 61
- 62. SHOWCASE: PAY WITH A TWEET 62
- 63. MAXIMIZE TIME-ON-SITE • What do you do to obtain average 28-min time-on- site? • http://www.youtube.com/watch?v=SLWPYdsV7po • http://www.youtube.com/watch?v=ngIiVLNMjv0 63
- 64. CHAMPION OF TIME-ON-SITE 64
- 65. CHAMPION OF TIME-ON-SITE 65
- 66. KEY LEARNING: 66
- 67. THE 1% RULE • “On internet, only 1% of visitors generate useful content for website. 9% of visitors will read & comment. And 90% just read-only.” • “The sharing demand is RARELY. The reading demand is DAILY. The tipping-point is when the RARELY can satisfy the DAILY demand.” 67
- 68. THE 1% RULE - EXAMPLE 68
- 69. THE 1% RULE – HOW-TO 69
- 70. THE 1% RULE – HOW-TO 70
- 71. THE RULE OF ABS • ABS = Above the Scroll • “50% of visitors never scroll down off the 1st screen” • “You have your first screen and 7-10s to persuade the visitors to click, otherwise they’ll bounce”. 71
- 72. THE RULE OF ABS 72
- 73. THE RULE OF USABILITY Coupon, middle (1958) – bottom right (1962) – David Ogilvy 73
- 74. THE RULE OF USABILITY 74
- 75. 4.3 – SOCIAL MEDIA: 75
- 76. @Coke social media ppt: “In the past – We were not building sustainable relationships” Campaigns Based on Traditional Campaigns Earning Sustainable Relationships Fans/Follows/Friends Fans/Follows/Friends Time Time Traditional Campaigns start from zero and abandon the audience they’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use. 76
- 77. 4.3 – SOCIAL MEDIA PLATFORM Content- Hierarchy Connect orientation SHOWCASE Forum Facebook Youtube (Webtretho/Tinhte) “BUTTON” “Is it allow? Is “What is it? Who there anyone else “What is it?” post it?” also interest in it?” SUCCESS FACTOR Content & Admin & Content Content Influencer 77
- 78. FORUM PLATFORM • TRADITIONAL COMMUNITY SITE: Hierarchy relationship 78
- 79. SHOWCASE: HONDA 12 CÁ TÍNH 2010 • The brief: digital handle recruitment phase of reality show “Honda 12 cá tính” • The challenge: last year – with 360’ communication and online handle by Yeah1, only 216 clips submited. 79
- 80. SHOWCASE: 1,100 clips 200,000 unique visitors in 17 HONDA 12 CA TINH days http://12catinh.honda.com.vn/ 80
- 81. SHOWCASE: HONDA 12 CÁ TÍNH 2010 The traffic of 2010 is 4,7 times more than the show of 2009. The number of particapants is 5,2 times more than the show of 2009: 1000+ clips to 200+ clips in 2009, 81
- 82. QUICK LESSION FROM @COKE: • SMM is a tactic and should always be in support of brand objectives • These platforms change frequently and can be very disruptive • Keep it simple and intuitive – fewer objectives is better and shorten users‟ paths at every opportunity • Silly to start from zero… • “Viral” shouldn‟t BE your strategy – just part of a comprehensive plan • Clear the Legal hurdles first – this is new for everyone so legitimate questions arise around every corner • Always work with pros…There is no “sticking your toe in the water” • Each new Community is an entirely new market and should be treated as such • Moderation is a must! 82
- 83. CONTENT-BASED SOCIAL MEDIA: 83
- 84. 4.4 - MOBILE LANDSCAPE: 84
- 85. 5. “NEW” DIGITAL MEDIUM RELATIONSHIP BRAND EXPERIENCE ADAPTION 85
- 86. EVERYTHING IS SERVICES, AND DIGITAL IS A PART OF YOUR PRODUCT 86
- 87. AND TECHNOLOGY CAN DO SOMETHING AMAZING 87
- 88. DIGITAL CRM – DELIVERY SUPPORTING 88
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- 90. Vitamin Water’s Flavor Creator… 90 flavor creator lab environment within the vitaminwater facebook fan page
- 91. Determined flavor via conversation mining & ranking… cloud tagging- shows the ranking of flavors 91 and allows you to navigate for more information
- 92. THE RESULTS: 7+ minutes of engagement per app session tens of thousands of total votes 40K unique label designers 174% increase in fans 92
- 93. Say hello to…connect • black cherry-lime • caffeine + 8 key nutrients • made by fans, for fans on • in stores march 1st 93
- 94. THANK YOU 94