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Some Not So Secret Secrets of eMarketing

Some Not So Secret Secrets of eMarketing. The Power of eMarketing eMarketing Association September 5 th , 2002. Not So Secret Secrets:. 1. The Internet Opportunity (Still) Remains Huge. 2. Consumer Media Habits Are Changing (Duh!). 3. Broadband is Here… Now… Today.

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Some Not So Secret Secrets of eMarketing

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  1. Some Not So SecretSecrets of eMarketing The Power of eMarketing eMarketing Association September 5th, 2002

  2. Not So Secret Secrets: 1. The Internet Opportunity (Still) Remains Huge 2. Consumer Media Habits Are Changing (Duh!) 3. Broadband is Here… Now… Today 4. The Ultimate Marketing Machine 5. Great (Creative) Ideas Win

  3. Not So Secret Secrets: The Internet Opportunity Remains Huge • -- In spite of the stock market • -- In spite of the ad slump • -- In spite of the economic slowdown • -- In spite of Worldcom, Enron, Adelphi, etc. • -- In spite of what the pundits have to say

  4. A Large and Growing Community…Worldwide Source: IDC, February 2002

  5. Users Are Spending More Time Average Time Spent – Home/Work Users 3 hours 5 mins Source: Comscore Media Metrix

  6. And Spending More Money Source: Mediamark Research Inc, Fall 2000 and 2001 studies

  7. Top Category Choices January 2000 News/Info/Entertainment: 59M users Automotive: 5M users Travel: 22M users Shopping: 51M users Search Engine: 56M Top Category Choices February 2002 News/Info/Entertainment: 93M users Automotive: 29M users Travel: 49M users Shopping: 87M users Search Engine: 90M In More Places Source: Media Metrix, January 2000 & February 2002 – My Metrix

  8. The Internet Has Become An Essential Part Of People’s Lives Source: Nielsen Netratings, IMS Services, February 2002

  9. And It’s Only Just Begun…Globally Source: IDC, February 2002 (ICMM v8.1)

  10. Not So Secret Secrets: • The Internet Opportunity (Still) Remains Huge • Consumers Media Habits are Changing.

  11. Online Advertising’s Growth Follows History 250% Internet Television 200% Cable 1999: Peak of the 150% dot-com bubble Annual percentage growth in advertising 100% 50% 0% 2001: Dot-com demise coupled with overall advertising growth of -2% -50% 1 2 3 4 5 6 7 8 9 Years since medium ’ s inception Internet 240% 112% 141% 66% -19% 6% 13% 13% 13% Television 195% 94% 37% 34% 33% 28% 18% 5% 8% Cable 122% 81% 56% 62% 35% 19% 13% 24% 28% Source: Universal McCann, IAB, and Forrester Research, Inc.

  12. More Time Online Than Magazines & Newspapers Combined % Weekly Media Minutes 12-64 Source: SRI, Media Mentor – Fall 2001 Usage Measured between 6:00AM and Midnight

  13. Internet = 12% of Media Consumption and 3% of Ad Expenditures Source: U.S. Adults 18+; Mediamark Research Inc. Fall 2001; Internet – Comscore/MM Ad Spending Source: CMR – Ad Spender, 2000 * 2001; U.S. only

  14. Today… More People Are Using Online Travel Than Their Daily Newspaper Spring 2002 Online Travel Spring 2002 Newspaper Travel Section Spring 2000 Online Travel Section Spring 2000 Newspaper Travel Section Source: Daily Newspaper Section Readership/Travel Section – MRI Spring 2000-2002, Adults 18+; Online – Comscore Media Metrix ~ 2000 & 2002 July data sets, U.S. online Users 2+

  15. Same Is True for Classified Spring 2002 Online Classifieds Spring 2002 – Newspapers Classifieds Section Read Spring 2000 Online Classifieds Spring 2000 – Newspapers Classifieds Section Read Source: Daily Newspaper Classifieds Section Readership – MRI Spring 2000-2002 Adults 18+ Online – Comscore Media Metrix ~ 2000 & 2002 July data sets, Online Classifieds include: Classifieds, Careers, Personals, and Real Estate Categories Only – U.S. Online Audience 2+

  16. If Your Target Is Teens & Young Adults…The Internet Can’t Be Ignored Source: SRI, Fall 2001, Average Hours Spent with Media within an average week U.S. 12+ audience average time spent per week

  17. What’s Wrong With This Picture? -- Nike target audience reading magazines: 29MM -- Nike advertising in magazines (2001): $81 MM -- Nike target audience online: 23MM -- Nike Online ad budget: $4 MM Source: CMR; Nielsen

  18. MAGAZINE only Media Plan Reach: 76.8% GRPs: 845 Total Cost (Magazine Only): $5.2M MAGAZINE+INTERNET Media Plan Reach: 83.1% GRPs: 936 Magazine Cost: $3.5M Internet Cost: $1.7M The Value of Adding the Internet to the Magazine Plan Total: $5.2M Demo: Age 12-24 Budget: $5.2M Budget per Week: $400K Time: 13 Weeks +

  19. TV Only Media Plan Reach of Target Audience: 51.2% Total 13 weeks GRP: 962 Weekly GRPs: 74 TV & Internet Media Plan Reach of Target Audience: 75.5% Total 13 weeks GRP: 1612 Weekly GRPs: 124 What About TV?Reach Light TV Viewers with the Internet Demo: Age 18-49 & Light TV Viewers Cost: $300K per Week, Total: $3.9M Running Time: 13 weeks TV: $15 CPM; Internet: $8 CPM Source: SRI, Fall 2001 – Media Mentor

  20. Here’s Something to Think About…

  21. Workplace Daytime: The New Prime Time Source: Nielsen Netratings, IMS Services, February 2002

  22. The Office Daypart: A Significant Opportunity TIME MODE FAVORED MEDIA 6 am 7 8 9 10 11 12 pm 1 2 3 4 5 6 7 8 9 10 Newspaper, TV, Radio Radio, Outdoor Online Radio, Outdoor TV, Magazines Online At Home AM Commute Workplace PM Commute At Home

  23. Not So Secret Secrets: 1. The Internet Opportunity (Still) Remains Huge 2. Consumer Media Habits Are Changing. (Duh!) 3. Broadband is Here… Now… Today

  24. Setting “High”Speed Expectations- Broadband’s Boom Began In 2001 - 50 Cable 40 30 Broadband households DSL (millions) 20 Fixed 10 wireless Satellite 0 Fiber 2000 2001 2002 2003 2004 2005 Cable 3.74 7.76 11.42 15.81 19.43 22.42 DSL 1.25 2.96 6.61 10.07 14.06 17.75 Fixed wireless 0.02 0.25 0.66 1.25 2.22 4.20 Satellite 0.00 0.00 0.19 0.55 1.11 1.87 Fiber 0.00 0.00 0.01 0.06 0.19 0.47 Total (millions) 5.00 10.97 18.89 27.73 37.01 46.72 (numbers may not total due to rounding) Source: Forrester Research, November 2001

  25. The March To Broadband • Over 20% of Active Users now on Broadband • 1 in 10 Households using Broadband • Half (!) of ALL time online is via Broadband Source: Nielsen//NetRatings, May 2002, (@Home)

  26. Broadband Cumulative Hours Outgrown Total Narrowband Hours Cumulative Hours Online US Home and Work users 1,200. 1,000. 800. Broadband 600. Total Time (Million Hours) Narrowband 400. 200. 0. Sep-00 Nov-00 Jan-01 Mar-01 Jul-01 May-01 Sep-01 Nov-01 Jan-02 Month Source: Nielsen Netratings, Historical Data Points

  27. Broadband Users Do More of Everything Online Online Broadband user user Send/receive email 84% 94% Use search engines 68% 84% Randomly surf 48% 69% Research products 45% 65% Research vacations 39% 52% Company/brand sites 31% 42% Download software 27% 58% Use free email 26% 50% Send SMS 23% 42% Make purchases 23% 35% Use reference sites 22% 30% Other 22% 31% View stock prices 19% 25% Visit TV network sites 19% 35% Download MP3 19% 51% Read newspapers 17% 33% Read magazines 17% 35% Visit weather sites 17% 27% Online user Request tech support 17% 39% Broadband user Use online chat 16% 33% 0 15% 30% 45% 60% 75% 90% Source: Forrester Research, November 2001

  28. Broadband Creates Stickiness, Loyalty and Media Consumption Growth Source: Nielsen//NetRatings, July 2002, US Home users

  29. Not So Secret Secrets: 1. The Internet Opportunity (Still) Remains Huge 2. Consumer Media Habits Are Changing. (Duh!) 3. Broadband is Here… Now… Today 4. The Internet is The Ultimate Marketing Machine

  30. Only The Internet Combines Direct Marketing Targeting With Mass Media Reach Direct Marketing Advertising Promotions Commerce Data, Research and Consumer Insights

  31. The Power Of The Internet: Need Based Solutions Integrated with offline marketing, the Internet can uniquely fulfill the six most common, yet essential, marketing needs.

  32. What Are Your Needs? • Awareness? • New product introduction? • Event marketing? • Re-positioning? • Co-branding / partner association? • Brand preference?

  33. What Are Your Needs? Coupons? Sweepstakes? E-mail collection? Off-line?

  34. What Are Your Needs? • Buyer? • Trial taker? • Visitors? • Registrants? • Qualified leads? • Conversions

  35. What Are Your Needs? Increase spend? Referral? Reduce churn? Win back? Crisis management? High frequency personalization?

  36. What Are Your Needs? Analyze & optimize media plans CRM infrastructure / applications Online fulfillment, replacement, and cost reduction Shorten “to market” cycle Creative and offer pre-testing

  37. What Are Your Needs? • - Customer profiling & insights • - Find best prospects • - Multiple media comparison - I.D./ maximize event triggers • - Predict events

  38. Some Mini Cases Ford Explorer Intro Biggest Sale in Internet History Pepsistuff.com

  39. Branding: Ford Explorer Customer Identification: Potential SUV purchasers, generally families with children Business Drivers: “Explosive” 24 hour front page event to reach maximum number of prospects, plus offline TV and outdoor billboards Measurement and Assessment Track activity on Ford Explorer site, identify potential prospects, measure brand awareness

  40. Results: Ford Explorer -- 300K leads to Ford after 24 hour event -- Exceptionally strong PR in consumer and print vehicles -- Extraordinary response from dealer network

  41. Sales Promotion:The Biggest Sale In Internet History • Customer Identification: • -- Users and potential users of Yahoo! who have either shopped online or are on the fence • -- Yahoo! Shopping partners • Business Drivers: • Heavy online and offline promotion to drive sales during slow retail period • Measurement & Assessment: • Merchant participation and sales results

  42. Logos free, based on editorial and brand. Retail, travel, and auction partners participated Paid Premium placements All Yahoo! Stores list their offers. What it Looked Like Online

  43. Offline Marketing & PR • Radio in 10 Markets • High online buyer penetration • Heavy-up in AM/PM drive • Print • - 4 color, full page ad • - USA Today & SF Chronicle • Buzz • - telephone poles in key cities • PR • - 66 placements (broadcast & print) • - More than 88mm impressions

  44. Results: • Over 1,000 partners • 70% average lift in sales. • Some lifts as high as 1500%, with daily sales at holiday season levels.

  45. Optimization: Pepsistuff Customer Identification: Younger (13 –34) soda drinkers Business Drivers: Totally integrated online and offline loyalty program using multiple ad units on Yahoo!, chat, auctions, e-mail, TV, in store and radio Measurement and Assessment: Store sales volume vs. prior year, Brand strength, registrations, ROI vs. offline, PR,

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