7 step battle plan final

Jamie Lomas

Vice President, Sales and Client Services

A 7-step Battle Plan for Small-to-Medium-sized Agencies: How to use digital tools to keep clients and grow your agency

Agenda

© 2010 AdReady, Inc. Confidential 2

Introduction

Helping Clients Succeed Online

The 7 Step Battle Plan

Bought Advertising (Display, PPC, Video, Mobile)

Earned Advertising (SEO, E-mail)

Viral Advertising (Social)

Getting Started

Introduction


The online marketing and advertising world continues to grow:

Digital marketing spend is set to rise by 17% in 2010 as companies switch budgets away from TV, radio & print ads

– Joint research by Econsultancy and ExactTarget

Online Advertising Could Double from $25B to $50B– Dave Zinman, VP and GM of display advertising at Yahoo!

Marketer Spend on Display Media, Search, E-mail, Mobile and Social Media to Reach Nearly $55 Billion by 2014

– Shar VanBoskirk, Forrester



Agencies are in a great position to take advantage of this growth, but are also presented with unique challenges:

Tasked with broadcasting a brand or message (around an ongoing corporate initiative or new marketing launches, etc.)

To a variety of outlets and targets

Using various methods, resources and technology

Proving effectiveness of approach and good ROI



But with so many options, today’s marketers need to leverage agencies that understand the complicated landscape…

… and new platforms now make online advertising a cost-effective part of this landscape!

5



How do you make sure your agency “gets it?”

1. Understand the focus areas and benefits

2. Understand some of the key players in all major areas

3. Formulate an approach that aligns with your agency philosophy

The 7 Step Battle Plan


There are many different strategies and channels that can help your clients succeed online

Here are seven of the most promising and easy-to-implement approaches:

• Display advertising

• Pay-per-click (PPC)/SEM

• Search Engine Optimization (SEO)

• Video

• Mobile

• Social

• E-mail


Bought Advertising:

1. Online Display

2. Pay Per Click (PPC)

3. Video

4. Mobile

But first, the funnel…

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Media Buying in the FunnelBRANDED

DISPLAY

- Banners

- Rich Media

- Online Video

- Page Takeovers

OPTIMIZED

DISPLAY

- A/B Creative Testing

- Behavioral Targeting

- Re-Targeting

TV

Radio

Print DisplaySearch

Pay for

Placement /

Sponsorships

CPC, CPL, CPA,

Revenue Share

CPM CPM CPM, CPC,

eCPM

#1: Display Advertising


Display advertising… is a form of Internet marketing. Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements. Adobe Systems Flash or .gif are the preferred presentation formats for such interactive advertisements.*

*Wikipedia

#1: Display Advertising (cont.)


Many benefits to the client and agency including:

create brand memories

scale with your business

can be easy to create—just like search ads

deliver measurable results

offer powerful targeting capabilities

make your search ads work better

can be changed and optimized in real-time

offer real-time optimization

… and more

When/where the ad is shown

13

#1 Display Advertising (cont.)

Ad serving

Who sees the ad

The ad itself

Networks and

Exchanges

Geo/demo

targeting

Behavioral

targeting

• Automation

• Bid media

• Audience focus

• Performance

creative

Richer formats

Technology-driven Innovation

Late ‘90s Today



Buying platforms eliminate the friction of online display advertising:

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Automated

Buying

Platform

http://shopping.allrecipes.com/default.asp?SID=&REFURL=I159&shopperid=5BBUHN3PCHMP8MAMWWW5NXK77NBV3WR3

Increased targeting capabilities to reach discrete audience segments

<<

---

-P

erf

orm

an

ce

---

->

>

<< ---- Reach ---- >>

Retargeting

Brand Keyword (Display)

Competitor Keyword (Display)

Category Keyword (Display)

Channel

Site

Behavioral / Intent

Demographic

Geographic

RON


#2: Pay-Per-Click (PPC) – defined


Pay-per-click (PPC) is an Internet advertising model used … [with] search engines, [where] advertisers typically bid on keyword phrases relevant to their target market.*

*Wikipedia

#2: Pay-Per-Click – benefits/limits


Benefits:

most targeted form of bought media available

generates traffic immediately

is easy to set-up and implement

is extremely flexible (keywords instantly adjusted, added or deleted)

is typically very economical compared with more traditional advertising strategies

is easy to track performance and adjust as needed

doesn’t require big investment in creative or come with high media minimums

… and limitations:

can be expensive (top keyword on Google = $100/click!)

often “over credited”

can be competitive (“coats” has 909 advertisers bidding for it; only 10 results on pg. 1)

limited scale (% of time people search vs. visit web pages)

little brand impact

#2: Pay-Per-Click – platforms


Google AdWords (www.google.com/adwords) With Google AdWords, you can create and run ads

for your business, quickly and simply. Run your ads on Google and our advertising network—no matter what your budget, you'll only pay when people click your ads.

Yahoo! Search (advertising.yahoo.com): Advertise your business in search results on Yahoo! and other

popular sites. You can put your business in front of potential customers when they search for what you sell.

Microsoft adCenter (adcenter.microsoft.com): Clicks. Leads. Sales. We're here to help you grow your business. Pay

only when someone clicks your ad.

http://www.google.com/adwords

http://www.search.yahoo.com/

http://www.adcenter.microsoft.com/

#3: Video – defined


Video advertising refers to advertising that is served either before, during or after a video stream on the Internet. The advertising units used in this instance are pre-roll, mid-roll and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are ‘cut-down’ to be a shorter version than their TV counterparts if they are run online.*

*Wikipedia

#3: Video – benefits/limits


Benefits:

rank well in search engines

stand out from the competition

create interactivity and user interest

let others advertise for you (WOM)

instruct and educate


challenging DR performance

creative costs high

#3: Video – platforms


Eyeblaster (www.eyeblaster.com) They allow their users to create interactive and standard ads, including advertising video.

Their rich media platform handles all popular formats. Users can easily track their ads. The Video Studio component allows users to make full-screen video ads quickly and in multiple formats. The company´s video services are included in their total suite package.

VideoEgg (www.videoegg.com):

Others:

http://www.eyeblaster.com/

http://www.tubemogul.com/about/whatis.php






http://www.videoegg.com/


#4: Mobile – defined


Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices.*

*Wikipedia

http://images.google.com/imgres?imgurl=http://www.kottke.org/plus/misc/images/iphone-parallels.jpg&imgrefurl=http://kottke.org/tag/iPhone&usg=__QJSj4NN5yl_TN_P-w00NbrkQVlY=&h=490&w=420&sz=30&hl=en&start=3&um=1&itbs=1&tbnid=gcHgLLI4xeUXMM:&tbnh=130&tbnw=111&prev=/images%3Fq%3Diphone%26um%3D1%26hl%3Den%26sa%3DN%26tbs%3Disch:1

http://images.google.com/imgres?imgurl=http://bmd900.files.wordpress.com/2009/10/blackberry-post3.jpg&imgrefurl=http://bmd900.wordpress.com/2009/10/13/blackberry-addiction-or-just-the-best-gadget/&usg=__JC-cPeI8xwjal-cpyhvvpIrRKxw=&h=900&w=600&sz=486&hl=en&start=1&um=1&itbs=1&tbnid=YEY3yDPWvHDZKM:&tbnh=146&tbnw=97&prev=/images%3Fq%3Dblackberry%26um%3D1%26hl%3Den%26tbs%3Disch:1

http://images.google.com/imgres?imgurl=http://www.fonearena.com/blog/wp-content/uploads/2008/02/samsung-ace2.JPG&imgrefurl=http://www.fonearena.com/blog/2008/02/20/samsung-ace-sph-i325-now-on-sprint.html&usg=__K1h3k7r9S47WJa3D1PjtIiNLikM=&h=308&w=463&sz=49&hl=en&start=5&um=1&itbs=1&tbnid=BzqPIKTTGjs38M:&tbnh=85&tbnw=128&prev=/images%3Fq%3Dsprint%2Bphones%26um%3D1%26hl%3Den%26tbs%3Disch:1

#4: Mobile – benefits/limits


Benefits:

campaigns are relatively easy to create and execute

are effective—w/ high open rates

can be personalized

are complementary to other types of marketing

encourage viral marketing w/ links to social networks

…and limitations:

limited calls to action

limit standardization (different platforms, handsets, etc.)

#4: Mobile – platforms


AdMob (www.admob.com): AdMob offers a turnkey solution to help you get your brand in the hands of your target

audience no matter where they are: at home, at work, at play, or in transit.

Moozey (www.moozey.com): Moozey is a web-based mobile interaction platform specially designed for marketing and

advertising agencies. With its fully customizable mobile services and comprehensive reporting, analysis, and tracking tools, it fully leverages the potentials offered by the mobile device market…

http://www.admob.com/

http://www.moozey.com/


Earned Advertising

5. SEO

6. E-mail

#5: Search Engine Optimization (SEO) – defined


Search Engine Optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM), which deals with paid inclusion.*

*Wikipedia

#5: Search Engine Optimization – benefits/limits


Benefits:

very high return on investment

long-term positioning (vs. ongoing $ outlay)

more sales from more visitors

more targeted traffic

increased brand visibility

faster web site (validated & optimized files)

improved usability

increased accessibility

more “crawlable” by the engines

… and limitations

takes a long time to build organic traffic

hard to move the needle quickly

#5: Search Engine Optimization (SEO) – platforms


Optify (www.optify.net):

SEOTool (www.seotool.com):

SEOtool helps savvy Internet marketers unleash the organic ranking potential of their website(s). SEOtool was created to help businesses analyze their website architecture and site structure on a large-scale basis in order to prioritize SEO initiatives and solve site-wide OR page-specific ranking problems.

Others:

http://www.optify.net/

http://www.seotool.com/

http://www.brightedge.com/

#6: E-mail – defined


E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business

sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately

adding advertisements to e-mails sent by other companies to their customers

sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO)*

*Wikipedia

#6: E-mail – benefits/limits


Benefits:

allows for tightly focused targeting

is data-driven

drives direct sales

increases sales conversions

generates repeat sales

creates up-sell and cross-sell opportunities

builds relationships, loyalty and trust

supports sales through other channels

let’s you gain valuable feedback

drives offline purchases

quick and cost-effective way to test market messages and offers


in-house lists very limiting

lots of laws and regulations

#6: E-mail – platforms

© 2010 AdReady, Inc. Confidential31

Constant Contact (www.constantcontact.com): Constant Contact, Inc. helps small businesses, associations, and nonprofits connect with

their customers, clients, and members.

Exact Target (www.exactarget.com): ExactTarget's email marketing software, services & solutions are the most powerful and

flexible in the industry. Easily create, deliver, track, optimize, and automate permission-based email marketing campaigns as well as triggered and transactional email.

Others:

http://www.constantcontact.com/

http://www.exactarget.com/


7. Social Media» Advertising on social net sites

(Facebook, MySpace)

» Content creation on social net sites (Facebook, MySpace)

» Blogging

» Twitter

#7: Social Media (SoMe) – defined


Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut and YouTube. In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g., the vast majority of video on YouTube is published by non-YouTube employees).*

*Wikipedia

#7: Social Media (SoMe) – benefits/limits


Benchmark and Evaluate

your message

your competition’s message

Respond

proactive brand management (positive and negative)

immediately address what others are saying

win fans, customers, advocates

Contribute

seed the space with your message

start the conversation around trends, technologies, ideas, etc.

become a thought leader

Limitations

often low(er) contextual value vs. display

audience skewed to young or very young on many platforms

#7: Social Media (SoMe) – platforms


Visible Technologies (www.visibletechnologies.com): Visible Technologies helps you comprehensively understand online conversations through

our industry leading truVOICE platform. Our solution helps you listen to and measure what consumers are saying about your brand across the social media landscape. Most importantly, it enables you to effectively participate …

Radian6 (www.radian6.com): Radian6 gives you a complete platform to listen, measure and engage with your customers

across the entire social web.

Others:

http://www.visibletechnologies.com/

http://www.radian6.com/

Getting Started

36

How do you make sure your agency “gets it?”

1. Understand the focus areas and benefits

2. Understand some of the key players in all major areas

3. Formulate an approach that aligns with your agency philosophy

Now that we’ve helped you check #1 and #2 off your list… it’s time for you to go execute on #3!

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To learn more, join us for an: AdReady for Agencies Webinar

Wednesday, March 17th @ 10 AM PDTWednesday, March 31st @ 10 AM PDT

E-mail [email protected] for details

mailto:[email protected]

7 step battle plan final

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