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Online Marketing Trends 2008: Problems, Solutions, and Insights

Explore the transition of ad budgets to online platforms, brand owners' shift in marketing strategies, the rise of internet users, and the challenges of ROI, website monetization, and content creation. Analyze traffic data and strategies for enhancing regional portals.

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Online Marketing Trends 2008: Problems, Solutions, and Insights

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  1. AGENDA • Lookback – 2007 • Traffic Analysis • Forward – 2008 • Problems • Solutions • Conclusion • Q&A

  2. BROAD-BASED OVERVIEW • Increased % of Ad budget moving to online – analyst projecting up to 10% • Brand owners are more aware of online marketing and including them into media mix • Online marketing is accountable – giving marketers more insights into ROI • Consumer adoption of Internet is on the rise – more people online

  3. BROAD-BASED OVERVIEW - UNSEEN • ROI • Time to ROI can be very loooooong • Monetizing opportunity • Can only monetize when website is ‘real’ • Different from print • Killer App/Content • A successful website has at least 1 killer app/content • To identify that app/content is not straight forward • Requires a lot of local observation.

  4. BROAD-BASED OVERVIEW - MYTHS • Low ‘barrier’ of entry • Few hundred thousand websites compared to a few hundred magazines • Only a few iconic websites can attract big $ • Very low cost of operation • Server, Ad serving, Email, Bandwidth • More functional groups – developers, traffic • Short Turnaround • Workflows in online is more complex than print

  5. LOOKBACK - 2007 • Revenue – S$2.53M (S$2.04M) • Profit – S$1.21M (S$0.79M) • > 95% from WWW/SG • Breakdown by category (approx)

  6. TRAFFIC ANALYSIS • www.hardwarezone.com • Jan – Dec (Y2Y) Absolute UVs grew by 1.95%

  7. TRAFFIC ANALYSIS • www.hardwarezone.com • Observations • FL @ 3.91% (very low compared to reviews, perhaps not a good idea to split)

  8. TRAFFIC ANALYSIS • www.hardwarezone.com.sg • Jan – Dec (Y2Y) Absolute UVs grew by 39.8%

  9. TRAFFIC ANALYSIS • www.hardwarezone.com.sg • Observations • FL @ 0.56% (very low compared to reviews) • Reviews + FL is very much lower compared to WWW (due to legacy that SG visitors are still going to WWW instead of SG)

  10. TRAFFIC ANALYSIS • www.hardwarezone.com.my • Feb – Dec (Y2Y) Absolute UVs grew by 28.5%

  11. TRAFFIC ANALYSIS • www.hardwarezone.com.my • Observations • PG is dominant (higher relevancy?) • Blog @ 2.89% (content in blog is not what community wants?) • First Looks @ 1.37% (Where do community go for CE content?)

  12. TRAFFIC ANALYSIS • www.hardwarezone.com.ph • Sep – Dec (Y2Y) Absolute UVs grew by 325.6%

  13. TRAFFIC ANALYSIS • www.hardwarezone.com.ph • Observations • News % > Reviews & First Looks % (products in reviews & first looks too advanced for PH market?) • Blog @ 10.73% (content in blog is in line with what community wants?)

  14. TRAFFIC ANALYSIS • www.hardwarezone.com.au • Jan – Dec (Y2Y) Absolute UVs grew by 130.6%

  15. TRAFFIC ANALYSIS • www.hardwarezone.com.au • Observations • Reviews @ 66.78% (high relevancy?) • Price Guide @ 3.1% (can be grown more, only have downloads now) • First Looks @ 8.07% (due to Cnet AU?)

  16. TRAFFIC ANALYSIS • www.hardwarezone.com.th • Oct – Dec (Y2Y) Absolute UVs grew by 7.53% No analysis as site not managed by HQ

  17. TRAFFIC ANALYSIS • MY, PH, TH and AU has comparable UVs, despite short operating years. • Aim to hit 1M unique visitors to form critical mass

  18. TRAFFIC ANALYSIS • General Observation • May have a high degree of context irrelevancy in certain portals, leading to low trafficneed to work closer with regional EDT teams to provide more relevant content • FL tends to enjoy a much less % in terms of PV with Reviewsshould not differentiate FL with Reviews, instead should combine them • Services attract more traffic than contentNeed to identify what community wants – service a need

  19. FORWARD - 2008 • What to strive for 2008? • Increase of traffic/UVs into regional portals • Increase content collaboration between HQ and regional offices • Increase absolute ad spend for regional portals • How? • What are the obstacles/problems?

  20. PROBLEMS • Product coverage mismatch with ad sales revenue • Content irrelevancy • Regional portal content > 80% similar to that of SG PH & MY have editor’s blog to add local flavor • Inflexibility of existing CMS discourage content collaboration • Existence of hobbyist sitesfirst-mover advantage, no business overheads

  21. PROBLEMS • Identifying needs of community • Services attract more PVs than content. we need to serve a need. What’s the need? • The aim is to know and understand the customer so well the product or service fits him and sells itself. • Online sales know-how • online ad sales terminology is vastly different • existing regional teams are mostly print sales

  22. SOLUTIONS - PROJECT REJUVENATE • To enhance HWZ.com content offering • To enhance ability of HWZ.com to ‘cater’ content & services to a regional audience • Includes • Editorial • Content Mgmt System • User Interface • Ad Serving (Banners & Emails) • Server Infrastructure Mgmt

  23. PROJECT REJUVENATE - EDITORIAL • Merger of HWZ.com EDT with HQ HWM EDT • Instantly HWZ.com will have substantial CE content • Beneficial to HQ as well as Regional • Planning in progress (HWM content adv will not be cannibalized) • Change of HWZ.com Ratings • To change to numerical rating , 1 to 10 • Allow ‘easy’ adaptations from HWM’s content

  24. PROJECT REJUVENATE - EDITORIAL • Identification of Core Categories • By ad spend/budget • By readership • Expansion of content offerings • How-tos, Commentaries, Feature Stories (since larger EDT team) • To solve adspend/mismatch problem

  25. PROJECT REJUVENATE - EDITORIAL • Content contribution from regional • Similar to EDT merger between HWZ.com & HWM HQ • Inject localized flavor • Exact working model TBD • Qn is HOW to contribute?

  26. PROJECT REJUVENATE - CMS • Current CMS is restrictive • State-of-art CMS in development (with an external consultant) • New CMS will allow • Multi-languages • Multi-contributors • Configurable access control list • Single log-in

  27. PROJECT REJUVENATE - CMS • Heart of new CMS will be powered by a Google Mini • Allow easy cross-linking of various content • Allow easy cross-referencing of related content • To solve content irrelevancy TH HQ/SG AU CMS MY PH ID

  28. PROJECT REJUVENATE – USER INTERFACE • New UI being developed (with an external design house) • Ease of navigation • Increase stickiness • UI will apply across the entire network • Each site will be‘independent’ from each site.

  29. PROJECT REJUVENATE – USER INTERFACE

  30. PROJECT REJUVENATE – AD SERVING / MIS INFRASTRUCTURE • Banner Ad Serve • DoubleClick • Email Delivery • Campaign Monitor • Server Maintenance • Readyspace

  31. INCREASE ONLINE AD SALES • Still recall the basics from last regional conference? • PV/PI • CTR • CPM • CTR • CPC • CPA • ASD • SOV

  32. INCREASE ONLINE AD SALES • Moderate adoption of online advertisement in SEA (except SG) • Climate is better than previous years • Build rapport with local media agencies • Easier option, can see ‘rewards’ faster • Mindshare, Starcom, ZenithMedia etc • Essential to be trained in online ad sales • Training can be provided by HQ (HWZ.com PSC), but regional team(s) has to come down to SG

  33. INCREASE ONLINE AD SALES • Add on to HWM supplement pitches • Putting a whole supplement online (as pdf)for online community download • Include an online media entitlement (eg: catfish) • Do 1 time, sell multiple times • Just remember to check with HQ on availability • Each supplement can give an average of 20-30% additionalrevenue

  34. CONCLUSION • Analysis of various portals • We identified areas of improvements within each portal • Forward 2008 • Increase traffic • Increase content collaboration • Increase regional ad spend

  35. CONCLUSION • Problems • Inflexible CMS • Content irrelevancy • Adspend/content mismatch • Identify needs • Solutions • Project Rejuvenate • Build rapport with local agencies to start pushing brand • Offer an online entitlement on top of print supplements

  36. Q&A A market is never saturated with a good product, but it is very quickly saturated with a bad one

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