3. Digital Marketing: 2011 - 2016
1 In 2011, Digital Marketing spend ~$34.5 Billion
2 Contributes 19% of all advertising spend
3 By 2016, more than double to ~$76.6 Billion
4 Equate to 35% of all advertising spend
5 More than marketers spend in 2011 on television
6 Heading for the centre of the Marketing Mix
Reference: Forrester August 25th 2011
4. What’s driving the increased investment?
1 Digital Marketing is measurable
2 Consumers are digital
3 We know it works
It is no longer a question whether you do
Digital Marketing….
It is how well you do it
10. The Digital Reality Check
Consumers are Digital
Consumer Behaviour has Changed
Consumers are in Control
Consumers are E l
C Employees
Employees now Empower their Enterprises
E l E th i E t i
These Enterprises are your C
Customers
31. Collaborate to Solve Problems
Crowdsourcing is the act of outsourcing tasks, traditionally
performed by an employee, to a large group of people or
community (a crowd), through an open call.
Why Crowdsource?
― Alternative approach to paid labour
― Access to a wider pool of talent
― Fresh eyes = fresh approach
― Get in touch with consumers
― Definitely meet customer need
― Develop deep relationships
Reference: Wikipedia
35. Integrating Emerging Channels
1 Do you incorporate digital solutions?
2 How do you incorporate digital solutions?
3 What’s the best mix with traditional marketing?
4 Are you and your staff prepared?
5 Do you know the online persona of your customers?
6 Are you ready for the next generation customers?
7 Do you have a Digital Strategy?
40. More than a Brochure
Design Nav.
Information
Branding
Architecture
Look & Headers &
Feel Footers
Content & Home Page &
Tools Product Pages
Calls
to Tools
Action
Get a Quote Online Forms
Contact Us Online Quoting
Lodge a Claim Online Payments
46. Google Traffic Estimation
Keyword Competition Global Local
Home Insurance 1,830,000 135,000
Business Insurance 1,000,000 40,500
Commercial Insurance 301,000
301 000 9,900
9 900
Farm Insurance 673.000 4,400
Global Monthly Searches
The approximate 12-month average of user queries for the keyword on
Google search.
Local M thl Searches
L l Monthly S h
The approximate 12-month average of user queries for the keyword on
Google search for those Countries & Languages (
g g g (Australia / English).
g )
58. Social Media: Why & How?
1 Define your strategy
2 Listen to the conversation
3 Engage your brand
4 Respond to customer enquiries
5 Develop your strategy
6 Generate sales leads