Fact-finding
PERFORMANCE DIGITAL PLATFORMS
www.tneniaga.com
DISCOVERY & CONSULTANCY
Viable opportunities
Cool facts
Facebook users in Malaysia
People use the internet as part of their daily routine
Malaysia internet users enter websites via a search
engine
Malaysia internet users use the internet as the
first place to look for information
18 m 88 % 79 % 89 %
Source: Facebook, Google & Nommnom Media, 2014
Fact-finding
Deliberate planning
https://www.youtube.com/watch?v=yGf6LNWY9AI
Get to know Performance team
Fact-finding
Increase immediate visibility by building Keyword Territory within Paid Search
Paid Search
Always ON for brand keywords + Campaign keywords during tactical periods
Engage with potential customers in a 2-way communication. Social Media advertising encourages higher engagement hence increases brand’s credibility
Social Media
Identify potential improvements to enhance site performance through better understanding of the functionality, capability & users’
experience of the new site.
Site Audit
Boost site’s organic traffic by leveraging on site content and external linkages.
SEO
Develop unique landing page to tackle each target audience group
Landing Page Optimization
Monitor brand and campaign performance in a real-time analytics dashboard. Access it straight via desktop and mobile
Analytics
Tailor and personalize Email Direct Marketing towards audience’s needs and preferences.
EDM
Digital banners targeting potential clients by topic, interest, keyword and website targeting
Display Network
Performance Brand Experience Map
Fact-finding
Ad formats
Google Search Google Display Network
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Search Strategy
Paid vs Organic search strategy
Seasonal Paid Search Campaign Bursts
< Budget required to reach impression share goal
Organic Search
E N G A G E M E N T, S A L E S, A W A R E N E S S E T C.
TIME
< Organic drives majority of traffic
Less budget required to reach Impression share goal >
Paid drives majority of traffic >
Budget required to reach impression share goal
Fact-finding
YouTube
Ad formats
YouTube Masthead Skippable video ads
Overlay and Display ads
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Ad formats
Page Post Link Ad Standard Ad Like Ad App Ad
Page Post Image Ad
Page Post Video Ad
Page Post Text Ad
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Ad formats
Website Card
Promoted Account
Promoted Tweet
App Card
Lead Generation Card
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Matching the best targeting with business objectives
Target those who matter to the business
Consideration
Targeting:
Geo, Age, Interest, Topic, Keyword, Website Retargeting
Awareness
Targeting:
Geo, Age, Topic, Interest
Conversion
Targeting:
Geo, Age, Interest, Topic, Keyword, Website Retargeting, Email, Phone
Loyalty
Targeting:
Website Retargeting, Email, Phone, Fans/Followers
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Matching the best media with business objectives
Digital helps in all marketing funnel
Consideration
Best media:
Awareness
Best media:
Conversion
Best media:
Loyalty
Best media:
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What is it?
Internet video is just another TV channel. It is a simple way to extend the reach of your existing TV campaign or reach the same target audience at a lowest cost online.
How does it help grow my business?
Display advertising helps build reach. Reach consumers in a targeted way by delivering contextually relevant messages that are linked to the content on a website. Think of display
advertising as another form of outdoor/print advertising.
Things to remember when activating paid social media
Contextually relevant Ad units that appear in the most contextually relevant online
destinations based on consumer media usage, content, and demographic data.
Audience targeting Utilize audience targeting options such as
demographics, broad interest and specific interest targeting.
Tailor your creative Tailor your creative content to different niche segments. Use different ad units or dynamic ad technology to create relevant creative messages on the fly.
Retargeting
Retarget those who have visited your brand website or search for your brand to push them further down the consumer purchase journey.
Call to action
Ensure there is a clear call to action in your ad unit, and that is clearly visible and above the fold.
Video
Quick Guide
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What is it?
Display advertising aka banner advertising, typically contains text and images and it appears next to content on any website.
Research shows that display advertising can impact a consumer brand perceptions even if they don’t click on the ad.
How does it help grow my business?
Video helps build reach and engagement. Reach light TV users, youth and niche audiences across mobile, tablet and desktop;
thereby maximizing total reach for your overall video campaign.
Short form video branded content can be used to help consumers evaluate and learn more about your product.
Things to remember when activating paid social media
Integrate with TV Video should be part of an integrated TV plan and measured and bought just like TV.
Copy length
An internet video copy should be 15 – 30 seconds in length, with key messages in the first five seconds, with a call to action at the end.
Make it shareable Ensure your video can be easily distributed on the internet.
Format type
Focus on two types of formats, TrueView (ad before the start of a video) or display ad (banner).
Brand channel Paid distribution integration with brand channel to get full performance statistic of the video which include paid views and organic views.
Display
Quick Guide
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What is it?
Social engagement makes it easy for your consumers or experts to share information about your products and services with their peers, friends and family. It allows you to have a direct
relationship with your consumers, experts and stakeholders.
How does it help grow my business?
Drive brand advocacy and engagement by improving
consumer/expert loyalty, and this forms part of your conversion funnel.
Things to remember when activating paid social media
Must be mobile
More than 50% of social traffic comes from mobile.
Be sure to use ad formats that allow you to reach users while engaged with their devices.
Audience targeting Utilize audience targeting options such as
demographics, broad interest and specific interest targeting.
One search channel Consider paid and organic search as one channel, rather than two.
Paid search can be used to deliver a strong tactical campaign where organic search can be used for always on presence.
Embrace new ads Social networks are continually releasing innovative ad products and platform features.
Become an early adopter to gain higher user engagement rates.
Recruit new fans If your brand is new to a social network, a paid social campaign can help you establish a core follower base.
Paid Social
Quick Guide
Fact-finding
What is it?
Where a brand pays per click for keywords that appear as a sponsored link on search results. Work with us to identify brand and generic keywords, leading to appropriate branded and generic content.
How does it help grow my business?
Search is pull based marketing medium. Consumers are actively searching for information. Therefore, they have moved beyond pure awareness into a consideration mindset about your brand or category.
Things to remember when activating paid search
SEO friendly
Ensure your owned brand platforms have been developed with clear titles and meta data tags so it can be found by search engines for good quality scores.
Consumer at heart Understand how consumers search for their needs and center your search strategy around this. Ensure your budget is sufficient to cover the search demand.
Extend your reach Use paid social to increase the reach of content in your fans’
newsfeeds and for incremental sustained reach during campaign activation.
Be portable
Reach consumers when and where they search for your brand across mobile and desktop. For instance ensuring mobile search is set up to capture location based searches.
Content is king Relevant and fresh content for your search strategy will be rewarded with a strong user journey from search landscape and stronger search engine ranking.
Paid Search
Quick Guide
Awareness & Consideration
Recommended media investment and performance driven measurement
Media Ad Format Primary Measurement Secondary Measurement Google Google Display
Network
Cost Per Thousand Impression, Cost Per Click, Click Through Rate
Impressions, Clicks
YouTube Trueview Cost Per View, View Through Rate Impressions, Video Views, Clicks, Click Through Rate
Facebook Page Post Image Cost Per Thousand Impression, Cost Per Click, Cost Per Action, Click Through Rate
Impressions, Actions, Clicks
Page Post Video Cost Per View, Cost Per Action, View Through Rate
Impressions, Video Views, Clicks, Click Through Rate
Twitter Promoted Trend Cost Per Engagement, Engagement Rate Impressions, Engagement
Promoted Tweet Cost Per Engagement, Engagement Rate Impressions, Engagement
Conversion & Loyalty
Recommended media investment and performance driven measurement
Media Ad Format Primary Measurement Secondary Measurement Google Google Search Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click,
Impressions, Clicks Google Display
Network
Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click, Impressions, Clicks
Facebook Page Post Link Cost Per Acquisition, Conversion Rate Conversions, Cost Per Click, Impressions, Clicks
Page Like Ad Cost Per Page Like, Conversion Rate Page Likes, Cost Per Click, Impressions, Clicks
Twitter Promoted Tweet Cost Per Engagement, Engagement Rate Impressions, Engagement
Promoted Account Cost Per Engagement, Engagement Rate Impressions, Engagement
Analytics
Customize your Google Analytics widget and dashboard
Fact-finding
Site Audit
Understand the website ecosystem
Discoverability How people find your website?
Site Speed How fast is your website?
User Experience Does your website meet users’ expectations?
Analytics How to use data for better decision making?
User Experience (UX)
Analytics Discoverability
Site Speed
Fact-finding
Site Audit
Understand the website ecosystem
User Experience
Discoverability Site Speed Analytics (UX)
Focuses on its search engine friendliness and potential blocks in the way of a successful website.
Focuses on page load time.
Faster and more optimized sites lead to higher users’
engagement, retention and conversions.
Evaluates how users feel about your website looking at ease of use, utility and efficiency in carrying out desired tasks.
Provides access to detailed statistics about the visitors.
Allows site owners to gain insights on how to increase the
engagement of a potential customer.
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SEO Key Areas
Understand the website ecosystem
ON PAGE
OFF PAGE
On-page optimization refers to efforts made on the website itself to become SEO-friendly.
Eg: meta tags, keyword placement.
Off-page optimization refers to off-site elements that contribute to your SEO.
Eg: inbound link, page rank.
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SEO Management Key Pillars
Health Check
Technical Optimisation
Content Optimisation
Link Building
Review current search engine positioning, technical architecture and content to identify and provide solutions for existing problems
Make technical changes to the site to ensure it can be crawled and indexed
Identify keywords and utilising them across all key content areas
Identify and create inbound links to help the search engines determine the “importance” of the content
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