primped web seminar matt bateman database marketing

Database-Building via Performance

Marketing

June 2009Matt Bateman

MD

Viva9 Pty Ltd

Agenda Agenda

• Performance Marketing • Building and maintaining interest in a database • Cost-effective Database generation • Keeping an audience interested • Key Aims:

– Engage with core customers – Develop Interest group

• Rewards Program? • Research • Developing a social media strategy

The Company: Viva9The Company: Viva9

• Australia’s Leading performance marketing network

• We provide sales and revenue generating services for our publisher and affiliate partners.

• Our focus is to aggregate traffic via our network partners and Viva9 owned products, then optimise this traffic and opportunities for advertisers.

Key PointsKey Points

Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from;

- Pay only when the objective of the campaign has been achieved;

- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;

- Full approval of publishers/websites running the campaign. No Blind Buys.

Building a database – cost effectivelyBuilding a database – cost effectively

• By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database

• Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing

• We can guarantee that a customer will only pay for members within their pre-defined target market

• Cost-Per-Lead = $3 per lead for a targeted database • A database that you can continue to market to via email and

mobile • We can target via:

– Age, Sex, Geographic location

Maintaining Interest Maintaining Interest

• What can Beauty/healthcare clients offer consumers? – Great content around skin-care and beauty – Expand to health and well-being generally – Ask the consumer – do they want:

• Samples • Opportunities to try new products • Competitions

– We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online

Rewarding Customers Rewarding Customers

• Getting to key influencers – If you reward the ‘sneezers’ amongst your audience, as well as

bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way

– 3Ts and an A:

• TRUTH • TRUST • TRANSPARENCY • ACOUNTABILITY

– In this space, you need to commit to regular communication, or not at all.

Performance Marketing Tracking – how it worksPerformance Marketing Tracking – how it works

Central DB

Consumers

Analytics Layer

Publishers

Multiple entry points

$ Leads Sales

Landing pages

Remarketing opportunity

Landing pages

Tracking pixel

Live reporting

CAMPAIGN EXAMPLES

Case Study – Coca ColaCase Study – Coca Cola

• CPL Program• Driving a DB for coke• Focus on families

interested in holidays• Over 30,000 names

in a database in 2 weeks

Case Study – Avon Case Study – Avon

• We have helped Avon build up their network of representatives

• Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs

Australia Post /FDS – Database build

Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys.

Delivery Channel – Combination of targeted eDM, using quality opt- in databases, and banner placement, through selected affiliates within the Viva9 network.

Results – Both surveys were completed well ahead of schedule.

StrawberryNet

KEY TRAFFIC SOURCES

New Opportunities

Survey ChoiceSurvey Choice

30.41%23.43% 22.58%

9.50% 8.34%3.08% 1.71% 0.96%

NSW VIC QLD WA SA TAS ACT NT

State By State

Connection TypeADSL

ADSL2

Cable

Dial Up

None

Marital Status

De facto

Divorced

Married

Single

Widowed

Home Ownership

Mortgaged

Owned outright

Rented

Work SituationHome duties

Looking for work

Retired

Student

Working full time

0% 10% 20% 30% 40% 50% 60%

Have Visa

Have Mastercard

Have American Express

Have Store Card

Have Diners Club

Cards

LOYALTY PROGRAMMELOYALTY PROGRAMME

• Integrated Network Loyalty Programme• 120,000+ Member Database• New member every 3 minutes

New revenue streams – Facebook Advertising as a traffic New revenue streams – Facebook Advertising as a traffic

driver driver

• 200 apps In 1 weekend• 18 Apps for

platinum cards in one week

Major Major InfluenInfluence in ce in RipplesRipples

RipplinRippling same g same contencontentt

Long Long Tail of Tail of RippleRippless

Social Media and Performance Advertising Social Media and Performance Advertising

• At this stage, affiliates/publishers are driving acquisition in social media

• Facebook already has profiling and targeting capability • My Space new tools announcement will be interesting • Social media looks more attractive, as search becomes

more expensive • Is information-gathering changing? • Twitter and Search combination could be a game-changer

Conclusions Conclusions

• A database is just a start – don’t waste the investment you have made in your customers and potential customers

• 3Ts and an A • The Ripple Effect in social media • Be very clear about your objectives from the start • Be CONSISTENT

Matt Bateman

Viva9Level 2, 62-64 Riley Street East Sydney

Phone: 61 2 9368 6850

Email: matt@viva9.com

Twitter: viva9australia

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Contact DetailsContact Details