Can the web really boost

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Can the web really boost your marketing effort?
July 8th, 2003
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Agenda
Can the web boost your marketing?
Presentation Outline
1. Which industries are best suited to using the
web
2. What does it cost to get started
3. How do we measure cost effectiveness
4. Some case studies on whats worked and what
hasnt
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Can the web boost your marketing?
Any entity can benefit from using the web

• Need to review your target's behaviour to
  establish where benefit really lies
• There are 2 overriding criteria
• Revenue growth
• Efficiency
• And one overriding segmentation variable
• Contextualisation

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Can the web boost your marketing?
Contextualisation
Effective online marketing planning must
reflect how the consumer is using the internet in
a given session Booz-Allen Hamilton and
Nielsen/Net Ratings Inc. studied 2466 internet
users 187,797 individual user sessions
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Can the web boost your marketing?
They uncovered 7 discreet usage-based segments
Quickies Just the facts Single Mission Do
It Again Loitering Information Please
Surfing Please refer to your handout for some
further detail.
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Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
Quickies - occasions are typically short -
visits to 2 or fewer familiar sites - Ex.
extracting specific bits of information ( sports
scores ), send email Just the facts -
specific information from known sites - includes
visits to transaction oriented or time consuming
sites - Move from site to site comparing access,
related reports, price - shopping and travel -
Less likely to involve entertainment - Ex.
Amazon
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Can the web boost your marketing?

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Can the web boost your marketing?
Characteristics of the 7 Usage Occasions
Single Mission - complete certain task or
gather specific information - focus is on one
category - complete task then leave the web -
Ex. AusWeb 03 - search engine - program
page - logistics and registration - log off
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1. Which industries?

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Can the web boost your marketing?
Characteristics of the 7 Usage Occasions
Do It Again - favourite sites for auctions,
games, investments - rarely involves searches -
user knows where he/she wants to go - Ex. Bank
transactions - Ex. Downloading MP3 files - Ex.
Participating in chat sessions
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Can the web boost your marketing?

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Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
Loitering - leisurely visits to familiar
sticky sites - average 33 minutes in duration
with 2 minute page views - Ex. News, gaming, ISP
and entertainment sites - Ex. Reading about
recently released and up coming movies
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Can the web boost your marketing?

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Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
Information Please - Used to build in-depth
knowledge of topic - Ex. Research all aspects of
buying a car - model, trade-in value, finding a
dealer, arranging a loan - such occasions are
heavy on travel and automotive sites - gather
broad information from a range of sites - users
jump among linked sites without resorting to
search engine
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Can the web boost your marketing?

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Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
Surfing - surfing occasions are by far the
longest ( 70 minutes average ) - time per page
may be 1 or so minutes - wide but not deep -
users gravitate to sites that grab attention
immediately - shopping, online communities and
news - spend little time at portals/ search
engines - not concentrated in any one category
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Can the web boost your marketing?
Charcteristics of the 7 Usage Occasions
None of the 7 usage occasion types was dominant
in the study - 44 of users appeared in all 7
categories - 67 of users appeared in 5 or more
categories Marketers must consider how to reach
people in all segments
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Can the web boost your marketing?
What does this really mean?
Depending on usage occasion - some people open
to a range of messages - some people will pay
attention only to highly targeted messages -
some people will ignore anything not directly
related to their session Its not about saying
- if I know the consumer - I can create the
ad - and run it anytime the consumer is likely
to be on the internet
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Can the web boost your marketing?
What does this really mean
Demographics and psychographics dont
change Your mood does Do I want - KFC - 5
star restaurant - stay at home
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Can the web boost your marketing?
What does this really mean?
You cant run the same ad on the Simpsons and in
a church
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Can the web boost your marketing?
In summary
Loitering,Information Please Surfing - go to
where theres lots of content ( read, play, chat
) - tend to involve large number and size of
graphics - and a registration requirement -
will provide information to get information
Quickies, Single Mission, Just the Facts, Do It
Again - shorter sessions overall but page views
lengthy - less likely to buy - will click
through to related information
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Can the web boost your marketing?
Strategic Implications
New NEC Mobile phone Use the internet to
reach buyers 12 to 25 As market knows brand,
objective is to position it as hip and cutting
edge This goal requires occasion like
Loitering Must now determine site categories
target likely to visit Youth oriented or gaming
sites high on list ( newgrounds.com, 3com.com )
One size fits all will not work Successful site
shows different faces to users based on their
occasion - Quickies - text only, no pop ups -
Loitering - video Not all session types are
conducive to brand positioning.
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Can the web boost your marketing?

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Can the web boost your marketing?

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Can the web boost your marketing?

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Case Studies
Multimedia Victoria - Database Build
Target IT Companies Contact CEO,
Marketing Manager, Business Owner
Objective Build a customer database of IT
companies Communication Email letter and
questionnaire Results Acceptance rate
50 Database launched by minister Saved
35 over direct mail
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Case Studies

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Case Studies
The National - Online Newsletter
Target Top 1 of Nationals Private Bank
Customers Contact Individual him/herself
Objective Maximise opt in for newsletter
providing interviews, reviews investment
opportunities Communication Newsletter
delivered as HTML email Results Highest opt
in rate for any National online program Now a
quarterly publication
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Case Studies

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Case Studies
World Vision - Child Sponsorships
Target Prospective child sponsors ( A/B
socioeconomic ) Contact Individual
him/herself Objective Recruit child sponsors
online Communication TVCs and newspaper ads
directing target to World Vision
Website banner ads on media company sites
Results More than 10,000 new child
sponsors 30 recruited online vs 2 2 years
ago
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Case Studies

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Case Studies
Accor - Summer Holidays Promotion
Target Holiday makers ( couples 25-55 ) who
were Previous customers Contact Couple
Objective Encourage target to provide personal
details for immediate sales and ongoing
communication Communication Web Game (
Consequences ) promoted through banner ads on
travel sites and by email Results 7000
players in first 3 weeks 4500 registered to
receive more information
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Case Studies

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Case Studies

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Case Studies

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In conclusion
The web can boost your marketing effort
significantly
Recognising the context in which your message is
being received will significantly enhance
your Revenue Efficiency
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More information
Please contact
Rod Curnow Marketability Level 9 409 St.Kilda
Road Melbourne Vic 3004 Phone ( 03 ) 9696
3505 Fax ( 03 ) 9696 0533 Mobile
0419 959 969 Email rod_at_marketability.com.au

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Thank you for your time