Upload
andres-navarro
View
752
Download
2
Tags:
Embed Size (px)
Citation preview
We can Take Your We can Take Your Business to a New Level !!Business to a New Level !!
1 /
Digital Marketing Strategy - August 2008
Application Quality Management (APQM) Campaign
Objective
– To increase market share of the application quality and performance solution in LAC countries.
Target Audience
– Professionals in Information Technology, that work in medium and big companies who hire development from outside vendors or develop their software in-house and need an external process to monitor the quality of the solution provided. Also those vendors (software factories) who want to have a process that helps them improve the quality of their work and certify that quality to their clients.
Target Audience
– These people are always curious and seeking to keep up with new technology advancements, new solutions. They are fact oriented and are user to reading extensive documents with detailed explanations and data. Their friends usually work in areas similar to theirs and they trust their opinions and recommendations.
Desired Action
– We need our target audience to understand the advantages of HP’s Application Quality Management (APQM) product over other solutions they might be considering or already using and buy / refer the product.
Media Apertures
– When They are looking to hire a Software developer factory (or buy software).
– When They are using digital media:–Search (Google)–Updating their blogs or browsing other’s blogs (Blogging)–Social Networks (personal or professional)
– When They go out from their offices in order to get updated: Seminars, conferences and training.
– When They read specialized magazines
Strategic Concept
Smart people have SMART friends… and
they all STRIVE to be even SMARTER.
E-STRATEGY
Digital Marketing: Our Strategic Approach
Tactics
How are we going to reach our target and accomplish our objectives?
In order to leverage our target’s need to be always up to date and their tendency to share their knowledge and opinion with their peers, we will develop a strategy that interprets quality as a concept that goes beyond technology and transcends to their lifestyle and their friends. Our strategy will rely heavily on viral and the power of communities.
Tactics: Use our 5-E’s planning process
– E-Communication– Media apertures and Tactics to reach our target
– E-Services– Destinations or landing pages to engage consumer
– E-Data and Measurement– Data gathering, CRM and performance evaluation.
– E-Tracking– Website Analytics, Conversions rates, Ad Server Reports
– E-Organization– Digital Marketing e-Learning, Webminars
Tactics: Sales Funnel Approach
Awareness
Consideration
Purchase
Use / Recommend
The awareness face of the communication strategy will be the
entrance to the strategy. Subsequent faces will support the strategy and will be the moments when we will have a
more tangible interaction with the target audience.
In the following slide, we will describe objectives and tactics for each phase.
Tactics
Sales Funnel Approach
Awareness
Consideration
Purchase
Use / Recommend
Objective Tactic
To get users to know that HP has tool for
Quality Management.
To get potential users to get a closer look at the
characteristics of the tool
To get users to purchase the tool
To get users to share their case studies with other
potential users.
Online AdvertisingE-mail blast
Search
DemoContest
Viral
E-mail confirming friends have participated and discount
coupon towards purchase.
EmailCase Study Form
Tactics
Awareness
• Online Advertising and Email Blasts (e-Advertorials): online media buy and online media units challenging their users to demonstrate their smartness and
their friends’
• In order to find apertures and opportunities, first We need to understand our target
Cable, internet, mobile and print are their main traditional media
MORE THAN 40% OF PENETRATION
PROGRAMMING PREFERENCES
AFFINITY vs. TOTAL POPULATION
In TV, News are the # 1 program preference.Documentaries (health and nature) and International series are more affine with them
40% -20% PENETRATION
IMPORTANCE BUYING DECISIONS
AFFINITY vs. TOTAL POPULATION
And to take a buying decision Direct Mail and Internet are a trustful source
SEL A 25 -64
UPSCALE TARGET
Cultural channels are the ones with higher affinity to Upscale target
Internet activities preferences
Online Strategy Structure
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
DISPLAY
ADVERTISING
DISPLAY
ADVERTISING
AFFILIATE
MARKETING
AFFILIATE
MARKETING
LOCAL
NEWS PAPERS
LOCAL
NEWS PAPERSLOCAL
SITES
LOCAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS
SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING
Online Strategy Structure
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
DISPLAY
ADVERTISING
AFFILIATE
MARKETING
AFFILIATE
MARKETING
LOCAL
NEWS PAPERS
LOCAL
NEWS PAPERSLOCAL
SITES
LOCAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS
SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING
Tactic Online Advertising
Display Advertising – Portals and Vertical Sites
–We will run interactive formats (RichMedia) in web sites with relevant content to the target. The impressions of the campaign will be segmented by IP to reduced the waste.
Suggested Formats:
Sky scrapper expander
Half Banner with video
Supper banner Expander
Box Banner with video
Sites Recommendation
Rich Media Formats.
Sections: Home Page, and
Technology
Sites Recommendation
Rich Media Formats.
Sections: Home Page,
Technology and
Telecomunications
Sites Recommendation
Traffic Rankig #32
Chile Top 100 Alexa
300x250 Format
Sections: Home Page & Business
Traffic Rankig #17
Colombia Top 100 Alexa
RichMedia Format
Sections: Home Page & Economy
Sites Recommendation
Traffic Rankig #62
Colombia Top 100 Alexa
468x60/160x600 Format
Section: ROS
Sites Recommendation
Sites Recommendation
Traffic Rankig #17
Costa Rica Top 100 Alexa
Rich Media Formats.
Sections: Home Page and Economy
Sites Recommendation
Traffic Rankig #32
Chile Top 100 Alexa
300x250 Format
Sections: Home Page & Business
Traffic Rankig #17
Colombia Top 100 Alexa
RichMedia Format
Sections: Home Page & Economy
Sites Recommendation
Traffic Rankig #62
Colombia Top 100 Alexa
468x60/160x600 Format
Section: ROS
Sites Recommendation
Sites Recommendation
Traffic Rankig #17
Dominican Republic Top 100 Alexa
RichMedia Format
Sections: Home Pago & Dinero
Region Sites Recommendation
For the pan regional support our recommendation is to implemented the top 3 web properties for internet users in Latin America.
La mejor oferta de contenidosRegion Sites Recommendation
La puerta de entrada a Internet
Fuente: Crazylabs 2007
Gender
- Male: 60%
- Female: 40%
- 13 a 18: 16%
- 19 a 24: 20%
- 25 a 34: 27%
- 35 a 44: 21%
- 45 a 64: 16%
- ABC+: 54%
- C: 20%
- D+: 15%
- D/E: 11%
Region Sites Recommendation
Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!
Region Sites Recommendation
Hotmail – CPM buying
Formats Examples
Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!
Region Sites Recommendation
Hotmail – CPM buying
Formats Examples
Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!
Region Sites Recommendation
Yahoo local users (Monthly)
Users Latin America
(monthly)
Total de usuarios únicos: 38 millones
Total de page views: 3.3 billones
Alcance: 61%
País Usuarios ÚnicosPage Views
Alcance
Argentina 5.1m 576m 60%
Brasil 10.5m 750m 53%
Chile 2.7m 119m 52%
Colombia 1.9m 132m 57%
México 6.4m 484m 54%
Perú 2.7m 460m 44%
Puerto Rico 546k 69m 64%
Venezuela 894k 51m 56%
Fuentes: comScore Media Metrix (Mayo 2008); datos internos de Yahoo! (Mayo 2008) Información confidencial - Propiedad de Yahoo!
k= miles; m= millones; b= billones
Region Sites Recommendation
Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!
Region Sites Recommendation
Yahoo News – CPM buying
Formats Examples
Yahoo Finanzas – CPM buying
Fuente: comScore Media Metrix (Mayo 2008) Información confidencial - Propiedad de Yahoo!
Region Sites Recommendation
Formats Examples
To see animation please press click in screen shot .
Home Event – Sponsorship for a day
Estimate impression in a Home Event
Chile: 817,496
Colombia: 1,215,525
Online Strategy Structure
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
DISPLAY
ADVERTISING
DISPLAY
ADVERTISING
AFFILIATE
MARKETING
LOCAL
NEWS PAPERS
LOCAL
NEWS PAPERSLOCAL
SITES
LOCAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS
SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING
Affiliate marketingHigh amount of impression
– We will run video ads, banners over Directa affiliate sites (thousands) with relevant content about Business/Finance targeted by country.
– Our auction based system will find the display banner ad inventory within our ad network that will perform best for your campaign based on the parameters and goals set.
– We will set a CPC to guarantee that your campaigns run on each of the selected sites in the network.
– We measure the CTRs and optimize the campaign on real time using our predictive technology. Then buying more in the sites and formats that are performing better and stopping the ones underperforming
Google Affiliate sites
–Following some of the Web site where the campaign will run:
The online ad campaign will segment by country to avoid impression waste in other countries with out campaign influence
1.000 more…
Examples of Affiliate Marketing
Formats to use with Affiliate Marketing tool.
Banners
Video Banner
Online Strategy Structure
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
DISPLAY
ADVERTISING
DISPLAY
ADVERTISING
AFFILIATE
MARKETING
AFFILIATE
MARKETING
LOCAL
NEWS PAPERS
LOCAL
NEWS PAPERSLOCAL
SITES
LOCAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
E-MAIL BLAST / E-ADVERTORIALS
SEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING
E-MAIL BLAST / E-ADVERTORIALS
E-MAIL BLAST / E-ADVERTORIALS
Online Strategy Structure
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
APPLICATION QUALITY MANAGEMENT (APQM) CAMPAIGNONLINE ADVERTISING STRUCTURE
DISPLAY
ADVERTISING
DISPLAY
ADVERTISING
AFFILIATE
MARKETING
AFFILIATE
MARKETING
LOCAL
NEWS PAPERS
LOCAL
NEWS PAPERSLOCAL
SITES
LOCAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
LOCAL
BLOGS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
REGIONAL
PORTALS & VERTICAL
SITES
E-MAIL BLAST / E-ADVERTORIALS E-MAIL BLAST / E-ADVERTORIALS
SEARCH ENGINE MARKETING
Search Engine Marketing
88% of the percent of internet users use internet as a searching tool of information of
products and services.
5 out of 10 users that check information through internet about products and services end
up buying.
On average, 70% of new visits to a site come from search engines.
Google is leader in Search in the region and is the biggest web property in Latin America.
99%
44%
14%
4%
94%
28%
20%
6%
99%
34%
20%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yahoo
MSN
Terra
Search Engine Brands Used by Product Category
High ticket (N=77) Low ticket (N=54) Everyday (N=143)
Google is the dominant search engine brand across the three product categories
Base: Used search engines for the most recent purchase
Q You indicated that you used a search engine to help you decide which product to purchase. Which of the following search engines did you use? Select all that apply
Source: Latin America Retail Survey, April 2008. Media-Screen LLC (N = 1004)
Search Engine Marketing
Search Engine Marketing
High segmentation = Quality traffic. Google and Yahoo are the
most visited sites.
Reach users when the show interest.
We pay effectiveness only (Pay per click)
Search Engine Marketing - Adwords
Contents NetworkSearch Engine Marketing – Contextual Networks
Tactics
Sales Funnel Approach
Awareness
Consideration
Purchase
Use / Recommend
Objective Tactic
To get users to know that HP has tool for
Quality Management.
To get potential users to get a closer look at the
characteristics of the tool
To get users to purchase the tool
To get users to share their case studies with other
potential users.
Online AdvertisingE-mail blast
Search
DemoContest
Viral
E-mail confirming friends have participated and discount
coupon towards purchase.
EmailCase Study Form
Tactics
– Consideration• Demo: we will invite users to see a demo with the promise that after seeing it they
will have learned something new which contributes to them being smarter. The demo will show the functionalities of HP‘s APQM tool.
• Contest/Viral: After going through the demo, users will be invited to enroll in a contest where they will be challenged to answer 1 daily question about technology. The answer won’t be easy. Users will be able to answer questions individually or as a team. In order to become a member of a team, each person will have to see the demo. The bigger the team the more chances they will have to win (collective wisdom). 10 members of the winning team will travel to Boston to take a seminar at MIT.
Tactics
Sales Funnel Approach
Awareness
Consideration
Purchase
Use / Recommend
Objective Tactic
To get users to know that HP has tool for
Quality Management.
To get potential users to get a closer look at the
characteristics of the tool
To get users to purchase the tool
To get users to share their case studies with other
potential users.
Online AdvertisingE-mail blast
Search
DemoContest
Viral
E-mail confirming friends have participated and discount
coupon towards purchase.
EmailCase Study Form
Tactics
– Purchase
• E-mail confirming friends have participated and discount coupon towards purchase: we will send an email to each participant confirming that their friends have seen the demo and have participated in the contest. We will also send them a coupon with a discount towards the purchase of the tool.
Tactics
Sales Funnel Approach
Awareness
Consideration
Purchase
Use / Recommend
Objective Tactic
To get users to know that HP has tool for
Quality Management.
To get potential users to get a closer look at the
characteristics of the tool
To get users to purchase the tool
To get users to share their case studies with other
potential users.
Online AdvertisingE-mail blast
Search
DemoContest
Viral
E-mail confirming friends have participated and discount
coupon towards purchase.
EmailCase Study Form
Tactics
– Use/Recommend
• Email/Case Study Form: after the user has purchased the tool we will send them an email inviting them to share stories about the benefits they’ve seen after using the tool. Every time a case study is uploaded we will send an email to all the participants sharing with them the success of those who purchased the tool.
61
Thank You!!Thank You!!