4. lion&lion
The Digital AgencyNoor Ashikin Aziz
Time spend
0%
13%
25%
38%
50%
PRIN
T
RAD
IO
TV
IN
TERN
ET
M
O
BILE
Time spent on media vs. ad spend in US
KPBC, USA 2011
• Despite print still carrying
too large an ad spend
weight, the US ad market
has adapted itself to
where people spend their
time, namely online
• Mobile is still lacking, but
ad spend is expected to
grow 62% this year alone
US MARKET
Ad spend
5. lion&lion
The Digital AgencyNoor Ashikin Aziz
... whilst here there is still a large difference between time and ad
spend opening huge opportunities for advertisers who leverage
online marketing techniques
6. lion&lion
The Digital AgencyNoor Ashikin Aziz
Time spent
Time spent on media vs. ad spend in Singapore
Ad spend
Nielsen and Comscore 2011/2012
• Despite the higher
spending power of online
users, better brand
recognition of internet ads
vs. TV, and higher return
of investment from online
marketing, there is still a
large gap between time
and ad spend in
Singapore, opening huge
opportunities for
advertisers
GROWING MARKET
0%
15%
30%
45%
60%
PRIN
T
RAD
IO
TV
IN
TERN
ET
M
O
BILE
7. lion&lion
The Digital AgencyNoor Ashikin Aziz
Time spent
Time spent on media vs. ad spend in Malaysia
Ad spend
Nielsen and Comscore 2011/2012
• Trend is similar across all
of Asia where there is
huge gap to be filled for
advertisers to take
advantage of the
opportunities that digital
offer
EMERGING MARKET
0%
15%
30%
45%
60%
PRIN
T
RAD
IO
TV
IN
TERN
ET
M
O
BILE
8. lion&lion
The Digital AgencyNoor Ashikin Aziz
Online marketing activities outperforms offline marketing
activities in key areas such as return on investment, brand recall
and tracking of results
9. lion&lion
The Digital AgencyNoor Ashikin Aziz
ROI
BRAND RECALL
TRACKING RESULTS
LEVEL OF TARGETING
PAY FOR TARGET GROUP
TRANSPARENCY
PRICE FOR IMPRESSION
Traditional Advertising
TV, Radio, Print, etc
Internet Advertising
Mobile, Desktopvs.
0.89-0.93x
21% for TV
Guess work
High level targeting on age and gender
Pay for reach
Trust media companies for right numbers
High
1.78x
24% for internet
Track each client
Target on deep level of interest, behavior
and needs
Pay for target group only
Full transparency on per impression level
Up to 200x lower than traditional media
•
•
•
•
•
•
•
•
•
•
•
•
•
•
11. lion&lion
The Digital AgencyNoor Ashikin Aziz
Success is about conversion to and conversion on site.
Many marketers separate these two functions that lead to
conversion gaps and weaker results
12. lion&lion
The Digital AgencyNoor Ashikin Aziz
Search, Banner, Social, etc Successful conversion
(KPI)
Website
Attracting visitors
Conversion TO the site
(ie. Visitors, CTR)
Converting visitors
Conversion ON the site
(ie. Conversions, CR)
By looking at both sides of the conversion scale will you be able
to get the right results (KPIs) for your spend
Marketing I.T.
13. lion&lion
The Digital AgencyNoor Ashikin Aziz
Different consumers access online from multiple platforms at different times
therefore your messaging must be tailored to suit the audience
14. lion&lion
The Digital AgencyNoor Ashikin Aziz
Knowing how to take advantage of when your consumers are engaged make
your communication feel more personalised, increasing chances for a
higher rate of return
Typical marketing
campaign
BRAND MESSAGE
• Offline campaigns cast a wider net
• Traditionally have fewer objective
tools to measure returns
segmented to who and when
groups are targeted
• KPIs more focussed on awareness
rather than the affects of
awareness
‘Tailored‘ digital marketing
planning
• Online marketing can be
highly targeted to each person
resulting in lower cost per
relevant target
• Targeted messages increase
effect
• KPIs are further in the
conversion funnel
15. lion&lion
The Digital AgencyNoor Ashikin Aziz
ENGAGEMENT 1
FACEBOOK
X %
ENGAGEMENT 2
BANNER
ENGAGEMENT 3
SOCIAL/VIRAL
ENGAGEMENT 4
PAID SEARCH
Y % Z % W %
GAME/CONTEST
WEBSITE
/MICROSITE
PHOTO/VIDEO PRODUCT PAGES
MESSAGEMEDIAKPI
Consumers has to be engaged a number of times before a task can
be completed
DIGITAL MARKETING CAMPAIGN
16. lion&lion
The Digital AgencyNoor Ashikin Aziz
Digital marketing allows daily message updates so marketers can follow
up from the success (or failure) of the previous day to improve
17. lion&lion
The Digital AgencyNoor Ashikin Aziz
Daily
Define target group
and leverage past
learnings
Select and optimise online
marketing channel to each
individual target group
Allocate and optimise
budget daily to achieve
lowest CPA
Collect and analyse
data from entire
segments journey to
optimise for lower CPA
1 2
34
Tests and measure campaign goals daily to deliver overall
marketing goals efficiently
19. lion&lion
The Digital AgencyNoor Ashikin Aziz
PAID OWNED EARNED
DIGITALTRADITIONAL
online
display ads
mobile
ads
SMS
email
search
social
network ads
TV radio
outdoor
cinemain-store
media
direct mail
websites
microsites
podcats
mobile
apps
events
branded
utilities
sponsorship
PR
brochures
buzz
marketing
user
generated
content
blogs
social
network
pages
mentions
word of
mouth
customer
feedback
20. lion&lion
The Digital AgencyNoor Ashikin Aziz
PAID OWNED EARNED
IF TOO MUCH...
IF TOO LITTLE...
PARTICIPATION UTILIZATION CONTRIBUTION
expensive and
unsustainable
leaving
money on the
table
not seizing
other
opportunities
dependent on
active
marketing
to dependent
on outsiders
no input from
outsiders
21. lion&lion
The Digital AgencyNoor Ashikin Aziz
Use Dynamic Budget Allocation to achieve optimal results at the
lowest possible cost per acquisition
22. lion&lion
The Digital AgencyNoor Ashikin Aziz
Cost-Per-Acquisition (CPA) differs for different media. Use Dynamic Budget Allocation
to achieve lowest total CPA in every digital marketing campaign
Budget
Number of acquisitions
All marketing channels have a
varied efficiency, and that such
relative efficiency changes
continuously, The right digital
marketing measure results
across all channels daily with a
view to optimize spend using a
dynamic budget allocation to
achieve the lowest cost per
acquisition
GDNSEM Facebook Pre-targeting Re-targeting
Goals
23. lion&lion
The Digital AgencyNoor Ashikin Aziz
A
B
A
C
A
D
D
E
E
..
..
..
Split testing goes
across multiple
dimensions such as
headline, description
lines, display URL,
landing pages, etc. and
allows for optimization
based on historic
performance and
efficiency
Practice doing multiple ads or landing pages simultaneously with Multi-Varied
Split Testing to generate optimal campaign efficiency via a process of elimination
Better campaign efficiency
24. lion&lion
The Digital AgencyNoor Ashikin Aziz
Optimise daily on all variables to ensure the lowest cost per task completion
Allocate more budget
Watch and optimise
Stop or drastically improve
Lion&Lion will monitor and track
campaign progress at the keyword
level day-by-day to ensure
optimal marketing efficiency at the
most granular level
CPC CTR CR CPAKEYWORD
1.20
1.35
1.15
2.30
1.00
1.60
0.85
0.6
2.3
4.2
4.6
2.4
0.4
0.7
1.6
3.4
4.5
2.3
2.5
1.6
0.5
75
40
26
100
40
100
170
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
25. lion&lion
The Digital AgencyNoor Ashikin Aziz
Measure, analyze and optimize to complete the campaign KPI
Stage Visitors reaching the stage
Campaign awareness
Campaign engagement
Participation
Share with friends
Repeat participation
Campaign Goals (e.g Purchase)
73
51
7
4
3
Online conversion funnel (e-commerce)
100
Tracking each step in the online acquisition process (see
above) and measure where traffic bounces (see right) to
optimises the check-out funnel and therefore ensure
optimal chances for conversion
26. lion&lion
The Digital AgencyNoor Ashikin Aziz
Acquisition Behaviour Outcome
Examples of ABO Analysis Framework
Utilisation of ABO Framework allow marketers to understand what led to conversion
and subsequently address gaps if any within the conversion process
27. Want more? Let’s get in touch
Noor Ashikin Aziz
noor@lionandlion.com | noor.ashikin.aziz@gmail.com
+65 9457 6399
http://linkedin.com/in/rudyaziz
