15th july 2015 - sfa.ie · facebook monthly users by platform people are using multiple platforms...
TRANSCRIPT
Connecting with your consumer 15th July 2015
Technology is constantly developing new media consumption opportunities
Digital connectivity is fundamentally changing the way the world works
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This will change not only how the individual runs their lives but how entire cities will operate
And technology is also affecting ‘old media’
Source: TGI/ Initiative
52.5 hrs of media exposure a week
62.5 hrs of media exposure a week
(56% of the time you are awake)
2004 2014 The amount of media we are exposed to has increased by almost 20% in 10 years
-24%
-14%
-10%
-12%
4%
850%
-50% 50% 150% 250% 350% 450% 550% 650% 750% 850% 950%
Press
Cinema
Television
Radio
Posters
Internet
Source: TGI/ Initiative Source: TGI/ Initiative
OVER 3,000 MESSAGES PER
DAY!
This is hugely driven by increases in digital media usage
How do we cut through all this clutter? This is the role of a media agency.
The right message
In the right place
To target the right audience
At the right time
For the right cost
But it all starts with your customers Knowing who they are and what makes them tick
• Demographics • Lifestyle • Attitudes • How they use media
But it all starts with your customers Knowing who they are and what makes them tick
This is not to be confused with what your: Husband, wife, partner, kids, boss or pet watches, reads or listens to!
However if you insist, we can place a poster right outside their door if you give us their address!
On JNLR day everyone is number one for something
Everyone is listening to us!
Category Considerations Insight into what your competitors can help your budget work harder
Then consider your communications objectives – what does the campaign need to achieve?
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Different media can deliver different communication attributes Awareness/ localisation Emotion/ desirability
Transaction/ information Instant reach/ trust
The medium can even become the message
The medium can even become the message
The medium can even become the message
The medium can even become the message
Its not just the media you buy, it’s the touchpoints you own and buzz you generate
Start by getting your owned media right, it’s generally first port of call created by advertising
Decide what campaign success looks like in advance
However remember advertising doesn't happen in a bubble, there are other factors that can impact performance
Keep learning and improving
TEST ANALYSE
LEARN IMPROVE
WIN!
Social Media
Getting your head around social media
Social media works. It helps businesses reach their goals. With the right guidance and support, social media can help you to deliver results. There’s a lot to consider…
Selecting Channels
50,000
300,000
1,000,000
1,700,000
2,200,000
2,300,000
Boards.ie
FacebookMonthly users by platform
People are using multiple platforms for various
functions.
Understand why people use social media and adapt a strategy based on that and your business goals
Why people use social media
There is no more B2B or B2C. It’s H2H:
Human to Human
But what does that mean?!!
Humans want to feel something.
The fact is that businesses do not have emotion. Products do not have emotion.
Humans do.
How do you make someone FEEL something?!
Create content that users want
Do’s and Don’t’s
Do’s and Don’t’s
You can’t buy this praise
Do’s and Don’t’s
Don’t try be something you aren’t
Do’s and Don’ts
Be topical and humorous
Do’s and Don’ts
Use video & high impact images for increased engagement
Advertising
This is a wall. You’ve hit it because organic reach is no longer reliable.
Advertising
There are ad formats to suit any objective.
Advertising
Remarketing is a huge opportunity on social media. Bring back indecisive customers with tailored ads and offers that relate to the experience they had on your site. With remarketing, you get another chance to close the deal while users are in the mind frame
to welcome engagement and diversion.
Advertising
Sources: GlobalWebIndex, HubSpot.com
Mobile is a huge drive of e-commerce, is your site enabling this?
Advertising
Sources: GlobalWebIndex, HubSpot.com
Social impacts online and in-store sales
Targeting
Use niche targeting and segment audiences for best results and insights
Analyse
This may not excite you, but the information gathered here helps shape your future communications and campaigns
Remember…
The right message
In the right place
To target the right audience
At the right time
For the right cost
Thank you! Eamon Fitzpatrick MD, Initiative [email protected] @initiative_ire Jen Walsh Digital, Initiative [email protected] @JenWalshDigital