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Explore insights from Dean Donaldson on the challenges and strategies for online marketing success, including the importance of metrics, client expectations, and creative innovation. Discover key quotes and industry perspectives on effective campaign management and audience engagement. Learn about tools like Campaign Monitor for global campaign management and media conversion cost calculations for better outcomes. Gain valuable tips on post-campaign analysis and building strong client relationships in the digital marketing landscape. Stay informed and empowered in the ever-evolving world of online advertising.
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? • I seetherefore • Iclick • Where creative meets analytics Dean Donaldson,Channel Development EMEA • 11thMarch 2008 – iMedia UK
30% • audience time
7 • .5% • marketing budget
what are the • biggest • barriers to online • investment?
52% • insufficient metrics
productivity • 80% • service orientated
“Quote #1 • 40% “Reporting can take a lot of hours. It’s important because of what it can tell us, but getting there isn’t half the battle - it’s the whole thing! Clients want the results yesterday. Because it comes to them nice and clean, they don’t realise how much effort it took to get there.” Media Agency • aggregation of data • “Is creative ready?” • “Has IO been signed?” • “Has publisher approved?” • “Has flight gone live?” • “Am I under delivering?” • “Is it performing effectively?”
0x • 1 “Quote #2 “…everything from formats to prep-time needed to set a campaign, all these constant ‘education’ meetings are just wasting my people’s time... A lot of hours where we could be thinking about the clients business” Media Agency • more expensive
innovation • is the key • driver of success Source: HR Magazine ‘07 / Design Council ‘07
simple “Quote #3 “For most of my clients speaking about online marketing is ‘talking to babies’. One syllable at a time and very slow on the uptake. Very few with any power have enough knowledge (tall enough) to ride the big kid rides.” Media Agency • solutions • for complex challenges
where creative… • Workshop for Flash • Application plug-in • Video Studio • Behavioural Targeting • Personalised Ads • Ads in Desktop Apps • Instant Messenger • Widget Ads • Social Networking • InGaming Ads • Offline monitoring
…meets analytics • Campaign Monitor • Live view directlyon your desktop • Online reporting • Quick generation / scheduling • Excel plug-in tool • Bespoke reporting • Global Campaign Management • Overview for advertises across all territories
“Quote #4 • 50% “Eyeblaster’s Campaign Monitor is a strong showing of forward thinking for tracking online campaigns and supplies us with a quick snapshot of concise data” Thomas McIlheran - Senior Media Manager Sicola Martin, US • average time saving
“he clicks me • he clicks me not”
6% • 50% • of all display ad clicks • online population
Shades of Grey • Interaction • Pre-Click Activity / Post-Interaction (Active Involvement) Measuring the true response 100% < 50% ~ 20% < 0.5% ~ 0.05% • Engagement • Post Impression Activity (Sub-Conscious Acknowledgement) • Impression • No Awareness (No Conscious Acknowledgment) • Click-Thru • Post-Click Activity (Conscious Acknowledgement) ? • Call to Action • Required Response (Conscious Decision) • Information Request / Data Capture / Physical Purchase
Media Conversion Costs Calculating the real cost per conversion • 40xmore likely to interact then click • 4.5xconversions in banner then site combined
Pre-click Interactivity Tracking Test Drive Brochure Request More Information Main Click Rotate “Dwell-time” = Brand Awareness ü Direct Response • Best Practice • Track all elements in an ad
“Quote #5 Dummy Data Only “In-depth post campaign analysis changes your relationship with the client forever, one minute you are a just a agency guy the next you actually know something about their business. Everything gets easier after they come to that realisation” Media Agency
integrated • campaign • analysis • www.deandonaldson.com
