developing online marketing strategy to the rural sector. nz 2010

Making an Impact with your Online Marketing Strategy

Agenda

•  Trends •  Consumer insight •  Attitude: what this means to business

•  A (new) marketing model •  Case Study

trend :: internet

3.3m kiwis online

23h Avg hours online a month

Source: Roy Morgan Single Source: all people Source: Nielsen Media Panorama Survey Q1-Q4 2010 Base for Access to Internet: All people 10+ (3,721,000) Base for Access to Broadband: People with Internet access from home (2,910,000)

69

% of all kiwi homes "with broadband !

Roy Morgan Media Trend report, August 2010c

55

% of rural homes "with broadband !

37

% of kiwi’s who have "ever subscribed to Sky!

Source: Statistics NZ: Household Use of Information and Communication Technology: 2009

trend :: internet

Age Composition

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011

61% 35+

trend :: internet

Change in media consumption habits: "hours spent per months, 2004 vs 2010

Aver

age

hour

s

*Source: Roy Morgan Single Source: all people 14+, Jan 04 -Dec 04 vsJan 10 -Dec 10

-10

0

10

20

30

40% Change

2010

2004

Inter

net

Magaz

ines

Newsp

apers

RadioTV

-20

-10

0

10

20

30

40

50

60

70

80

!"#"

!""$

Don

’t K

now

Fede

rate

d Fa

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/Res

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ibra

ry

Rad

io

Rur

al S

uppl

y S

tore

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ff

Com

pany

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ld R

eps

TV

Fiel

d D

ays

Farm

Dis

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Gro

ups

Con

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Onl

ine

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er p

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)

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ing

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azin

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Farm

ing

New

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ers

Farm

ing

publ

icat

ions

Media were farmers get their information

% change

98% …online Kiwis who visited a news or information website in May 2011 Spending 87mins per user "Global average = 63min

trend :: internet


Source: Roy Morgan Research’s annual NZ Media Trends

Late 2009 NZ Herald: Online vs Print

trend :: print media

Aucklander’s 14+ with home internet connection

Source: Roy Morgan Research’s annual NZ Media Trends

Late 2008 NZ Herald: Online vs Print

Aucklander’s 25-54 with home internet connection

trend :: print media

trend :: mobile media

Mobile Technology!¨  is it a phone ¨  is it a productivity tool ¨  is it a form of new-media ¨  is it a marketing platform þ  all of the above

Around 11% of the NZ Population access the Web via their Mobile (12% of Mobile users)

Source: Nielsen Media Panorama Q4 2010 AP10+ (N=3,721,000)

# smart phones in NZ

Have you accessed the internet from a" mobile phone in the last 4 weeks

200,000

0

90,000

180,000

270,000

360,000

450,000

20102009200820072006200520042003


Water Use View daily water usage and measure irrigation by depth, volume or coverage

Vision Zone Provides a quick view of each pivot’s position and detailed status information

Control Screen Large, easy-to-use buttons provide simple control of irrigation rates, or get full control with a Premier subscription

Opportunities for !

#1 in app advertising " (iad or “freemium” model)

#2 build brand facing apps

#3 More accessible product info

#4 create better access to customer service/sales

…any new website should be mobile ready

Key :: takeaway

3 out of 4 online kiwis watch video online

NZ vs. Regional & Global: Reach of Entertainment by subcategory

Online Video Viewing "Average monthly hours per

Viewer

trend :: internet

% of people watching internet video

0 10 20 30 40 50 60 70 80

World

AsPac

NZ

iRadio

iMovies

iTV

news

Multimedia

0

20

United StatesSingaporeAustraliaNZ

9.4 10.2

13.5

17.3


Avg hours spent (per week): TV vs Internet Australian population 14+

trend :: TV media

Source: Roy Morgan: Time spent with media trends. April 2009-March 2010 n=18,892

Aver

age

hour

s

0

6

12

18

24

30Internet

TV

Gen Z

Gen Y

Gen X

Baby B

oomers

Pre-Boo

mers

Total

Aus

t Pop

ulatio

n

Who’s losing points?

perc

ent

Percentage spend (NZ) across all media channels

trend :: media spend

NZ Advertising Standards Authority: Media release 2 June 2011

0

10

20

30

40

50

0

10

20

30

40

50

Cinemaaddressed mailunaddressed mailOutdoor

MagazinesRadioInteractive

TelevisionNewspaper

2010200920082007200620052004200320022001

#1 Traditional media, particularly newspapers declining in value & rapidly effected

#2 Mobile presents many new opportunities through innovative marketing techniques

#3 Wasted $, with marketing budgets slow to respond in following audience online

key :: takeaway

Consumer insight

In May (2011) …online kiwi’s who visited an online retail site"(global avg = 69%)

82% Internet Audience 15+ accessing Internet from Home or Work. Source: comScore Media Metrix, May 2011

consumer :: insight

Source: MYOB Business Monitor - NZ - March 2011

50% compared to 38% of city/metro

rural people are buying goods and services online

consumer :: insight

38% rural people using the Internet to pay their bills

32%, city/metro

Source: MYOB Business Monitor - NZ - March 2011

consumer :: insight

82% of online NZers have visited Facebook #3rd most visited website

Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

70% have a Facebook profile


Next largest social-network is linked-in at 16% (4the largest penetration in the world) followed by Twitter at 8.5% - source ComScore

consumer :: insight

36% are over 35+"the fastest-growing age group"

on facebook


visit facebook

at least daily

54% 39%

…and spend at least

4 hours+ per week


consumer :: insight

#1 Like it or not Facebook is where people are spending an increasing amount of time

#2 It’s not just for the young with +35 demographic the fastest growing

#3 The challenge for marketers is to develop campaigns to reach and engage.

key :: takeaway

(re)search

… the #1 website visited by kiwi’s

of Kiwis use Google 90% 2% others

75% .............. never scroll past the first page of results

70% ………....of the links (results) clicked are organic—not paid

60% ….....…..of clicks go to the top three organic search results

SOURCE: MARKETINGSHERPA, FEBRUARY 2007

Search facts

The next most popular search engine is YouTube (the #5th most visited website by kiwi’s)

#1 After social media, search is the next major activity for Kiwi’s

#2 Google has become the new Yello pages. If they can’t find you, neither will anybody else

#3 SEO/SEM is an ongoing process

key :: takeaway

How is this translating to business?

Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

number of adult Kiwi’s who watched an online video

about a product or service they were thinking of buying, in 2010

1.6 million

More than 1.4 million adult kiwi’s (53%)

read blogs

Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

42%"online (adult) kiwis interact with companies "via social -"networking "sites


1,920,000

Number of adult kiwis who source information about, products, services or brands

from fellow internet users

Source: Nielsen social media report July 2010

Preference is to seek information from peers not brands

73% have read other consumers’ product opinions

Almost 2/3 who haven’t read consumer reviews & discussions intend to do so in the future.

Source: Nielsen

44% have published online opinions about products, services and brands

Source: Nielsen social media report July 2010

44% NZ Twitter users who say they have follow companies or brands!

Source: Nielsen

Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010

want companies to interact with them on Social-media

1 in 3 online kiwis


Half want companies to respond to requests "on social media

41% want companies to solicit feedback


56%

find companies on social media more engaging 57%

and feel better served by companies on social media

51% of Facebook fans are more likely to buy!the brands they fan.

SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

#1 (Re)search of purchase decisions rates as one of the largest online activities for Kiwis

#2 Information of another consumer’s experiences, rates as information of most value.

#3 Kiwi’s are okay with companies/brands using social-media to reach (engage) them

key :: takeaway

How can I integrate this into my marketing plan?

#1 don’t get caught-up in the technology / tactics

a new marketing model

OUTBOUNDPAID FOR

MARKETING

INBOUND EARNED

MARKETING

Vs.

ATL

TVRadioNewsMagazines

BTL

Direct MailTelemarketingTrade ShowsCatalouge

DigitalDisplay/PPCeMailadwords

OUTBOUNDPAID FOR

MARKETING

•  Goal: gain customers through "brand positioning

•  It's about: Interruption / distraction

•  Declining effectiveness:

-  techniques to block out, Spam blockers, caller id, fast forward

-  decrease in the media consumed

•  Based on: more money = more success

OUTBOUNDPAID FOR

MARKETING

CONTENT

Blogsvideos

white papersCase Studies

Search

Key Word AnalysisMeta Data

Linking StrategyPPC

Socialmedia

TwitterLinked In

Facebooketc

INBOUNDEARNED

MARKETING

•  Goal: get 'found' by customers,

•  It’s about: attraction; Permission Based or Relationship Marketing / Earned Media

•  Builds upon itself: Content -> Search -> social-media

•  It’s low cost (in terms of media)

•  Based on: being smart/creative, not about budget

INBOUND EARNED

MARKETING

http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html

Inbound marketing costs 62% less “per lead” than traditional, outbound marketing

OUTBOUND: AVG COST/LEAD: $373!

INBOUND: AVG COST/LEAD: $143!

SOURCE: HUBSPOT - STATE OF INBOUND MARKETING REPORT, 2011

3 out of 4 inbound channels cost less than outbound

SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

#1 Inbound marketing dramatically lowers cost-per-sales lead than outbound channels

#2 Blogs lead other social media categories in terms of importance to business

#3 Businesses are increasing lead generation budgets to blogging, social media and search engine optimization.

key :: takeaway

Google: Seth Godin permission marketing

Case Study :: AGCO

ABOUT: Minimal corporate spiel

CONTENT: In the context of audience.

STRUCTURE: Simple and clean. Everything Above the fold

CLEAN: Why use word when video can tell the story

Website

CAMPAIGN developed to inspire engagement

INTEGRATION Images pulled across from youtube

INTEGRATION Live Twitter stream

CONTENT Customer facing. Case study driven

INTEGRATION Easy access to social-media platforms

Blog site

CAMPAIGN Very much driven on facebook

CAMPAIGN Inspired to produce measurable results

facebook

CAMPAIGN inspire user engagement. To tell THEIR stories

CAMPAIGN Inspired to produce measurable results

facebook

ENGAGEMENT Allow users to engage on platform of THEIR choice

facebook

INTEGRATION All video is loaded onto youtube, then shared

BRAND Consistency across all platforms

MEASUREMENT 556K Views 686 subs

YouTube

Social network for documents

INTEGRATION •  Technical papers •  Manuals/Guides •  Press Releases •  Annual reports

Scribd

ORGANISATIONAL ALIGNMENT HR and other parts of the organisation contribute to strategy

Linked-In

INTEGRATION: Use of hash tag #ag to share INTEGRATION:

content loaded from Scribd, "FB, Blog etc

twitter WHO: "Journalists, Industry Early adopters

People interested in ag follow this #tag.

The # tag

twitter

#1 Online marketing is not about technology or building systems

#2 It’s about people. Their behavior and understanding the motivation driving them

#3 Then it’s about building platforms for communication and engagement

key :: takeaway

Audiences everywhere are tough. They don’t have time to be bored! or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.

CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

“

About Brent!Brent has been a been a previous speaker at this confrence covering topics focused on digital marketing to the Agri sector. ""He has had a long career in the media industry, spanning over 20 years, working in places like London, Boston, NY & Sydney. He returned to NZ three years ago, working for AdPlus/Tracta and early last year formed his own agency NURVE based in Napier. ""Brent has an MBA and post grad degree in Marketing from MGSM in Sydney""For more info see:"www.nurveco.nz"www.linkedin.com/in/br3n7 "

nurve.co.nz

developing online marketing strategy to the rural sector. nz 2010

Business

mobile media

internet access

media channels

media release

media spendpercentage

traditional media

internet online kiwis

comscore media metrix