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Digital Marketing for Colgate Palmolive

Digital Marketing for Colgate Palmolive. Moscow February 2011. Digital Marketing Info for Dasha. 1. TV – yes, but Digital marketing – yes! Yes! YES!!!!. One BIG idea. 2. Digital marketing. Digital marketing. Traditional media. Traditional media.

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Digital Marketing for Colgate Palmolive

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  1. Digital Marketing for Colgate Palmolive Moscow February 2011

  2. Digital MarketingInfofor Dasha 1. TV – yes, but Digital marketing – yes! Yes! YES!!!! One BIG idea 2. Digital marketing Digital marketing Traditional media Traditional media 3. Digital Marketing requires min 2-2,5 month of preparation

  3. How to plan your digital campaign? Control (re)Change goals Goals Budget Choose digital channel Go on! Choose message Analysis Pre-research During campaign research After-research Recommendation 1.: Control and analyze campaign on each stage Recommendation 2.: Research is required Recommendation 3.: Do not afraid to change goals during campaign Recommendation 4.: Spend part of your campaign to check your vision

  4. Goals definition Define business goal Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening. (re)define KPI’s Web-analytics metrics Quantitative metrics Qualitative metrics The data is analyzed and action point are generated Action points Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix. Control Analysis

  5. Goals definition

  6. Goals definition

  7. Goals definition SMART principle Clear objectives are critical for formation of strategies, tactics and KPI’s. Remember the SMART mnemonic: S - Specific M - Measurable A - Achievable R - Realistic T - Time-constrained

  8. KPI definition for web-site Depending on the site type, KPI’s metrics can differ. There are several websites, which are often a combination of different types. Thus, KPIs have to flexible in order to be matched with an individual case However, here is the list of the most important types providing a selection of metrics.

  9. How to construct KPIs for different site types?

  10. How to establish the conversion funnel? • The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. In breaks down the sales process into mainly 4 stages: • Awareness: bringing the product to customer intention • Interest: getting the customer excited about the product / service • Consideration: providing information in a friendly and educational way • Purchase: getting customer to buy a product / service

  11. Budget: 2010 Proportion of marketing budget in digital Source: marketing budget 2010: Effectiveness, Measurement and Allocation report

  12. Digital marketing. Channels Digital marketing –is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Internet, mobile, TV, radio and any other form of digital media There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans.

  13. Digital marketing. Buzz marketing http://www.youtube.com/watch?v=i0rYyuxwBrM За 10 дней собрал более 1.5 млн. (!) просмотров в интернете, был показан по федеральным каналам, в газетах и зарубежных СМИ.

  14. Digital marketing. Buzz marketing

  15. Digital marketing. Channels Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Channels of digital marketing: Digital outdoor Banners Banners network/text block with picture Search Engine Special project Blogging Take overs Microsite Context ad. Display ad. Content/Design integration Web-site Social Networking Mobile IM (instant messaging) Games Sponsorship Viral/influencing media Online PR E-mail

  16. Examples of Digital marketing

  17. Examples of Digital marketing

  18. Examples of Digital marketing

  19. Message Do not use long message or unclear CTA: Message should be short, simple and very clear:

  20. How to measure digital (banner) campaign? Impressions Clicks Clicks to call to action Call to Action (CTA) Reminder: Digital campaign should direct to corresponding info on the web-site Recommendation 1.: Atlas tracking Recommendation 2.: Gather benchmarks for own digital campaigns

  21. How to measure? 13% conversion to EA 49% conversion from LP to sing-up page 39% conversion from sing-up page to sign-up confirmation 166M Impressions 32K clicks on EA (orange button) 6,4K clicks on sign up confirmation 0,15 CTR 16K clicks on registration page 248K clicks 61% drop-off rate from registration form to sign-up confirmation 51% drop-off rate from LP to Sign up 87% drop-off rate

  22. Performance measurement CTR определяется какотношение числа кликов на баннер или рекламное объявление к числу показов, измеряется в процентах%. Good CTR (from toothpaste campaign to cars) is 0.1-0,15 CTR more than 1% is very good, but very rare.

  23. Useful web-sites www.alexa.com

  24. Useful web-sites Google.analytics

  25. Useful web-sites Live.Internet

  26. Digital cases Wrangler Blue Bell Интерактивный бутик Kokokaka (Гетеборг, Швеция) создал потрясающий промо-сайт новой коллекции Wrangler Blue Bell. На сайте использован новый способ демонстрации одежды: посетитель с помощью курсора может управлять моделью, демонстрирующей одежду. В частности можно схватить его, толкнуть в любом направлении или даже раздеть. В роли модели выступает актер и дизайнер Tony Ward, ставший лицом всей коллекции денима 2010 Wrangler Blue Bell.

  27. Digital cases Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris) Бренд Tipp-Ex — коррекционная канцелярская лента — запустил осенью на YouTube одну из самых оригинальных и увлекательных кампаний этого года. Особенностью данной кампании стала интерактивность — пользователь может самостоятельно выбирать направление, в котором будет развиваться сюжет, а во-вторых, интеграция в интерфейс YouTube и взаимодействие с ним. Создатели кампании, французское агентство Buzzman и бренд Tipp-Ex, предлагают зрителям писать что будет в конце ролика, и смотреть, что из этого выйдет. К концу года начальное видео набрало более 13 миллионов просмотров. Сейчас 15М. http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=player_embedded

  28. Digital cases Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)

  29. Assignment #1 Chose out of 10 suggested platforms the one(s) for Colgate Max White One toothpaste brand best capturing your target audience. Support your choice with objective argumentation. The criteria: Popularity of web-site (=number of unique users) Affinity (TA) Content The platforms: • Woman.ru • Facebook.com • Kinopoisk.ru • Odnoklassniki.ru • Lookatme.ru • Afisha.ru • Mail.ru • Twitter • Livejournal.ru • Rbk.ru Group work: 15 minutes

  30. Instruments of Social Media • (Corporate) blogs (Корпоративные) блоги • Myth of mid2000: «no one reads our press-releases, BUT once we start a corporate blog, potential clients will multiply» • + SEO-optimizers’ lobbying • The peak of fashion is over, BUT • If you understand, why you need it, whom & what about you will talk in the blog • If the blog has author or authors • — GO FOR A BLOG! • One of the best corporate blogs 2010 http://blog.ucoz.ru

  31. Instruments of Social Media • 2) Thematic groups in social networks (Тематические группы) • Some questions to be answered: • what value will you give to users? • why should users join the group & participate in its life? • will your group make more sense than • - will you «multiply realms» via creating an own group or join an existing group?

  32. Instruments of Social Media • 3) Applications (Приложения) • Games incl. games with product placement • Integration of Uralsib brand into the app «Merry Farmer» Vkontakte • http://www.sostav.ru/news/2009/09/30/doc3/

  33. Instruments of Social Media • 4) Social networks plugins (Плагины) • Opportunity to comment without registration • Likeboxes • Likes магазин детских игрушек Chaskor.ru

  34. Instruments of Social Media • 5) Influencers (Агенты влияния) • Another myth of mid2000, now heavily criticized • WHAT’S THE PROBLEM? • audience does not forgive influencers for lying (“Utkonos case”) • influencers are not always those with highest audience (e.g. Artem Lebedev with 5,000 female readers would hardly influence a deo buying decision) • HOW TO USE INFLENCERS? • long-term partnership w/o any obligations from their side

  35. Instruments of Social Media • 6) Spam, mass following, chain invitations (Спам, массфоллоунг, веерные приглашения) • NO.ABSOLUTE TABOO.

  36. Instruments of Social Media • 7) Master of complaints («Дежурный по рекламациям») • de-facto on-line hotline + service line with initiative from your side • SOME RULES: • React fast, do not provoke an Alfa Bank case • http://video.yandex.ru/users/irinalogra/view/1 • Do not overreact • In crisis management situations have TOPs in!

  37. Instruments of Social Media • 8) Viral (Вирусы) • videos • http://www.youtube.com/watch?v=owGykVbfgUE (количество просмотров около 30 миллионов). Актер – Нейл Патрик Хэррис • podcasts (&pranks) • фотожабы (photogags?)Tribute to Crisis 2008 • As of 2009 viralswent interactive: «Dress us up» - commercials for an on-line shop • http://www.youtube.com/watch?v=dXcBjeoRqFY&NR=1

  38. Instruments of Social Media • 9) Augmented reality (Дополненная реальность) • What is it? • Technologies allowing to “augment”, reconstruct reality via usage of a webcam & various detectors • e.g.: detector of movement in a new Microsoft XBox play station • e.g.: QR-code reading detector • etc • Wella Flex Interactive — interactive site, where, blowing into a microphone, one can flex girs’ hairstyles • http://www.sostav.ru/news/2009/06/16/cod4/ • Fashionista – virtual fitting room http://www.youtube.com/watch?v=ZnBcqV9POkY

  39. Instruments of Social Media • PLUS 100 500! • Even if you do not campaign in social media, YOU ARE THERE! • IT IS A MUST TO MONITOR PRESENCE OF A COMPANY (+ its BRENDS +its PEOPLE) in • blogs (LiveJournal, blogpost, Моймир@mail.ru, etc.) • forums • microblogs (twitter! et al.) • social networks (odnoklassniki, Вконтакте, FB, etc) • How to monitor? • Do it yourself via http://blogs.yandex.ru/, • http://blogsearch.google.com/?hl=en&tab=wb • b) Ask professionals like www.netmind.ru • c) Use instruments • brandspotter (http://brandspotter.ru/) • buzzware (http://www.buzzware.ru/) • iqbuzz (http://www.iqbuzz.ru/) • kribrum (http://www.kribrum.ru/) • monitorix (http://monitorix.biz/) • semanticforce (http://semanticforce.net/ru/sf_home.html) • wobot (http://wobot.ru/) • youscan (http://youscan.ru/)

  40. Assignment #2 Each group will have 1 campaign target and 300K$. Chose the digital platform/channel which will best fulfill the communication target for your brand Support your choice with objective argumentation. Group 1: Increase Awareness Group 2: Change Perception Group 3: Create/Increase Intent to recommend Group 4: Increase Purchase (usage) Group 5: Increase Satisfaction level Group work: 15 minutes

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