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 27 th 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

Traditional Media Magnetism Active Attention Push marketing Interactive Less media magnetism Active and passive Interactive Rich media User User generated media Passive attention Pull strategy Current perceptions of media and creative therefore need to change

CHOOSE THE APPROPRIATE CHANNEL  SEO / SEM  Display Advertising  Advertorials  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