DESIGNING AN ONLINE MARKETING CAMPAIGN FOR OPTIMUM RESULTS

“All media will be consumed by online by the end of the next decade”

Bill Gates Oct 27th 2005

Our media environment has changed completely Online is fast becoming the key communication medium But the online environment is also changing dramatically A new online user is emerging, that wants to create,

manipulate and dictate content We need to find new and different ways to relate to these

users, to introduce our brands and to develop effective communication

We therefore need to fundamentally change how we research, plan, buy and execute our advertising campaigns

SOME RULES OF ENGAGEMENT

Understand & embrace the differences of the media Tap into your audience’s online habits Choose the most appropriate online marketing channel for

your brand & objectives Be Creative Track, amend and optimise

EMBRACE THE DIFFERENCES OF THE MEDIA Relative to traditional media

- Its younger - Its more ABC1 - Its highly interactive- Very cost effective- Has great targeting potential- Completely measurable and optimiseable

However Relative to traditional media- Smaller spaces- Can’t communicate much within ad- Have seconds to engage the audience

UNDERSTAND YOUR AUDIENCES ONLINE HABITS

User is active not passive Online to

- Communicate- Seek out information- Transact- Be entertained

Time Poor Expects speed, efficiency and value online Need to communicate effectively to this mindset

Current perceptions of media and creative therefore need to change

CHOOSE THE APPROPRIATE CHANNEL

SEO / SEM Display Advertising Advertorials Email Marketing Viral Marketing

BE CREATIVE

Make effective use of standard channels and formats

Peugeot Duoformat

Dulux Overlay banner

Child exploitation

eircom bundles

Match the channel and the idea

TRex Expandable

Orni Expandable

Eircom BB Newsletter

Use multiple interactive platforms

Yell Video

Yell 6 sheet

Yell Superside

Engage and Entertain

NEC phone

Allow users to generate the content themselves

Scissor Sisters

T-Mobile

Become a part of their world

Lucozade Bebo

Coca Cola Rooney

Diddy TV

OPTIMISE, OPTIMISE, OPTIMISE

Tracking is an essential part of any online campaign, as it allows you to measure

- How many times your advert has been seen

- How many times it has been clicked on

- How many users land on your site as a result of clicking on an advert

- Where audiences overlap on a site by site basis

- How many users view your advert and then log on to your site at a later stage

- How many users make a booking as a result of online advertising Campaigns need to be checked and refined to maximise campaign

success