integrated digital strategy guide

Craig Somerville & Llew JuryReload Media

24 February 2010

Part 1 What is an ‘Integrated Digital Strategy’ How is IDS different? Why take an IDS approach? Benefits of an IDS IDS Campaign Successes & Failures

Part 2 Case Studies Easy-to-implement IDS Tips Questions about Part 1 & 2

Networx event - 24 February 2010 'Integrated Digital Strategy'

Copyright Reload Media relaodmedia.com.au

Digital strategy & marketing agency working with 150+ clients across Australia.

Specialise in search engine optimisation (SEO), Google AdWords (SEM).

As part of our Reload Consulting arm, we also offer full integrated digital strategy marketing plans & website usability consulting.



50% of your business’ marketing is wasted, you just don’t know which

50%

IDS stands for ‘Integrated Digital Strategy’

It is based on the idea that your business’digital and online marketing elements need to be fully integrated into your complete marketing approach.

Many companies are doing part of it, but very few do it completely.



Based on the notion of ‘Integrated Marketing Communications’ or IMC.

Based on the idea that digital is used to leverage and measure the success of the whole marketing approach.



The way consumers view a brand is changing.◦ 37% of consumers associate the number one listing

in Google with being the industry leader. (Source: iProspect)

Internet users need to be treated like people too!◦ 77% of US Internet users who made an online

purchase in the past six months would be interested in help from a real person before buying (Source: Harris Interactive)

The move is already on...◦ US Executives named ‘Integration with other

marketing activities’ their top priority when asked about digital web analytics (Source: Unica & eMedia)

Users head online following offline marketing exposures◦ After watching a program or viewing an ad on TV,

“Googling it” is the most popular follow up action (Source: eMarketer)



You are able work out which parts of your marketing mix are working, increasing your marketing ROI

Digital can be used to track every other marketing activity.

Do not segment consumers into ‘online consumers’ and ‘offline consumers’

Every customer is unique and requires a one-on-one engagement

Do not damage the brand by creating conflicting messages

Everything can be tracked!



Using different phone numbers/website addresses for different marketing activities.

Talk to your web designers about code that can track users’ source. (eg: Google Analytics)

Ensure your CRM tools can handle extra important fields

Whatever marketing approach you are using, there is a way to track it using digital

7427466391.com



Google is not a digital-only company

They also brought out a Superbowl Ad

The Zero Movement was an “unbranded” TV campaign that sent users to thezeromovement.com.au, following TV, print and radio ads.

The site was quickly identified as a branding exercise for Coke, and was hammered in press and online.

The website was pulled down.



Whilst Dominos and Eagle Boys have very effective IDS campaigns in place, Pizza Hut falls way behind.

With the other two, coupons can be found online, in letterboxes, newspapers, giveaways, etc, and all of them work over the phone, online or with a walk-in.

This is not the case with Pizza Hut.



They are making the fundamental mistake of assuming that a consumer who uses letterbox coupons will not order online!

This leads to frustration and brand dissonance

Toohey’s launched a TV, print and outdoor campaign (Milton Rd and Gabba) that sent all users to:

facebook.com/5seeds



http://www.youtube.com/watch?v=paw0M7p1-8k

http://www.youtube.com/watch?v=paw0M7p1-8k



What they did well: Used the web address to reinforce the

message and measure effectiveness of the ad Captured users who searched in Google for

variations of the brand

What they could have improved: AdWords to reinforce the message



They use different SMS ‘words’ to track message effectiveness. HELP, HARD, QUIT, TRY etc

Make sure any slogans or taglines rank well in the search engines. Prepare for at least 3-4 weeks before for indexing!

Have an easy to remember phone number which is unique to your radio ads

Have an easy to remember web address which is unique to your radio ads

Put your TV ads on Youtube



Use print to send people directly to website addresses or a special page

(eg: www.website.com.au/couriermaildeal)

Make the most of your social media sites

Use a promo code



Use short and sharp web addresses

Use short and sharp slogans or offers that if searched, rank well in the search engines

Upload your billboards and get them into Google Images, etc.



Quick Response (QR) codes to phone to URL



Embed code in all your links to track which link has been clicked. (Your web designer can help out here it works with Google Analytics)

Reinforce TV, radio and print messages, slogans and offers

Ensure that any digital offers can be used offline/over the phone, etc. ◦ Stats show you can get 50% more opens by including a

coupon in your emails. (Source: Experian)

The worst website in the world...



Install Google Analytics◦ See where users have come from.◦ Go beyond the basics of Analytics, use the advanced features like UTM (Urchin Tracking

Module), source tracking, goal tracking, e-commerce tracking and more...◦ You can also assess the success of other campaigns

by seeing how many people used the web address of your TV ad, radio ad, or Googled you based on keywords or slogans from those activities.

Using different numbers for different marketing elements - e.g. 1300 with a A/B split

Use social media to harness the efforts of other marketing activities, not as a primary driver.◦ Eg: Link to your Twitter, Facebook and Youtube

channels from your website.



Contact details:

Craig SomervilleGeneral ManagerReload Media

Llew JuryManaging DirectorReload Media

Tel: 1300 714 146 Web: www.reloadmedia.com.au



integrated digital strategy guide

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