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Presented by:Raul [email protected]
Understanding Digital Trends in Media and Leveraging Them to Improve Your Marketing Efforts
April 20, 2011RealSolutions.PalmBeachPost.com
John [email protected]
What you can expect
▀ The evolution of media consumption▀ How to leverage free tools for better measurement and effectiveness▀ The ins and outs of search▀ Ways to get your business a better position in search results▀ Basic analytics to understand your business/industry, traffic terminology/sources▀ Website review▀ Strategies to increase traffic to your site▀ Online display advertising working for you▀ Metrics for success
Understand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment.
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Increase in media choices continues to evolve
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In the beginning there was only one vehicle to reach consumers
Now there are almost too many to count
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2011 not stopping media expansion…
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Widgets and AppsAverage number of apps downloaded to a smart phone 271
Mobile as an ad platform
Mass adoption of smart phones in the
U.S.70.4 million in
20101
Boom in tablet market
15.5 million units sold forecasted in 20112
Increase in social use and time spent Nearly 154 million UVs on Facebook
Dec. 20103
Tweeter and social media
as ad vehicles
ADVERTISING 2011+
Augmented Reality
Mass adoption of QR codes
Social Coupons
Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
U.S. household technology adoption
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During 2010
85.9 million (73%) of U.S. households have broadband.
6.6 million consumers were forecasted to purchase e-readers.
8.3 million Netbooks and mini-PCs were purchased.
Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009.
Source: The State Of Consumers and Technology: Benchmark 2010, US
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Power of the Internet
▀ The Internet has revolutionized how consumers search, research, compare and purchase goods and services.
▀ The Internet has increased from 10% reach (1986)1 to over 74%2 in 2010.
▀ Users spend an average of almost 14 hours a week online2.
Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006 2The State Of Consumers and Technology: Benchmark 2010, US
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The New Shopping Paradigm
Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
80%
8%
yet only…
of retail sales occur online2
of consumers have used the Web for researching information about products and services1
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Nearly 3 out of 4 market adults access the Internet monthly.
Market adults spent on average 10 hours per week online.
70% have broadband connections (DSL or Cable).
Its not about going online, its about being online!
* DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average.
Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
Access the Internet Monthly 74%
Do not access
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Who’s online?
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47% of online adults are between 18 and 44
Nearly 2 out of 3 are college educated
Nearly half (49%) have household incomes of $75,000 or more
62% are employed
Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2
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6 in 10 of local adults* are buying online
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What those 60% (895,200 adults) bought online (past 12 months)
*West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2
Purchased online Percentage
Airline tickets 52%
Clothing or accessories 42%
Books 38%
Other travel reservations (hotels, auto rental, etc.)
30%
Computer hardware/software 18%
Health and beauty items 14%
Office supplies 13%
Movie tickets 13%
Flowers 12%
Music files (iTunes, Napster, etc.) 12%
Evolution of media consumption – the new “primetime”
Traffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.
This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.
Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
0
1,000
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12 A
M
1 AM
2 AM
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M
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12 P
M
1 PM
2 PM
3 PM
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1111
PalmBeachPost.com Average Weekday Hourly Unique Visitor
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Are you monitoring traffic and managing your website?
Are you using any free online tools (Compete, Google Analytics…)?
Do you leverage Search/Social media/Mobile?
Are you embracing new technologies ?QR codes Online marketing tools
What is your current status?
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PalmBeachPost.com always improving
The Post continuously monitors its website to make it more user friendly to visitors and advertisers.About 12 re-designs since its launch.
Maximize free tools
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Free web analytics
See how you compare
Free websites/blogs
Free blogs
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Mobile Barcodes/QR codes
QR code: “quick response code” A two-dimensional barcode that holds alphanumeric characters, i.e.
URLs, contact info, calendar data Accessible on all major smartphones Explosive growth: mobile barcode grew 1600% in 2010 Sometimes proprietary, sometimes open/free
Sources: ScanLife Mobile Bardcode Trend Report, Jan. 2011
Microsoft Tag
Bit.ly QR code
DataMatrix barcode
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SEARCH
Why AnatomyClaim your businessMeasure traffic
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Search Engine Marketing (SEM)
The most-used search engine sites give you access to 93% of the West Palm Beach DMA adults online every month.
Source: 2010 Scarborough Report, Release 218
Pay Per Click = SEM
Organic = SEO
The Anatomy of a SERP (Search Engine Results Page)Pay Per C
lick = SEM
Google Maps
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Ten places to claim your business
1. Google places: http://places.google.com/business2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php4. Yelp!: https://biz.yelp.com/claiming5. FourSquare: http://foursquare.com/business/6. Ask: http://www.ask.com/local7. CitySearch: http://national.citysearch.com/profile/add_business.8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx10. Kudzu: https://register.kudzu.com/packageSelect.do
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Google Analytics
Features:▀ Advertising ROI▀ Visualize Data▀ Customize reporting▀ Multimedia Tracking
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SEO Tips
1. Keep URLs short: No more than 255 characters2. Make navigation easy: Along the top or top & left3. Avoid too many clicks: No more than 4 clicks away from homepage4. Flash: use sparingly (doesn’t show up on mobile device)5. More info the better: at least 200-250 words of content
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SEO Audit Tools
▀ Xinu Returns – a free web based SEO audit tool▀ Dataopedia – a free web based SEO audit tool – with some
competitive data▀ Yellowpipe Viewer – view your site through the eyes of a spider▀ Link Examiner – an application that will crawl your site and find
broken links, redirects and more▀ Google Webmaster Tools – provides detailed reports about your
pages’ visibility on Google▀ SEObook – a firefox plug-in tool provides a holistic view of your
competitive landscape of search results
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Traffic Metrics •N
umber of times someone interacted with your website
Visits
•Total number of pages viewed during specific time frame
Page views
•Average number of pages viewed during a visit
Page visits
•Percent of visits where someone immediately left your site
Bounce Rate
•Average time people stayed on your website
Avg. time on site
•Percent of visits from new people visiting your site
% new visits
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Traffic Sources
• Google, Bing, etc. including organic and paid listings
• Email blasts, e-newsletters, etc.
• Other website with banner ads or affiliates
• People who type your web site address directly into the browser
Direct Traffic
Referring Sites
Search Engines
Other/ misc.
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Look at your competition
Using sites like compete.com, you can see how your site is doing compared to your competition.
Source: compete.com26
WEBSITE
WhyYour business partnerQuestions to askStrategies to enhance
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Visitors who report great user experience are:
It has been said that…“Bad home pages (or landing pages) are where good leads go to die”
A great user experience pays off
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2x as likely to return to your site 4x as likely to report enhanced brand opinion
4x as likely to report higher future likelihood to purchase
A great user experience builds trust and rapport even before you ever do business
Source: compete.com
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Have you met your business partner?
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Your website is working 24/7 to:
Generate leads
Build your brand Encourage prospects
Facilitate business transactions
Losing market share in the digital world quickly translate into “real” market share loss.
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Asking the fundamental questions
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1. What is this website offering?
2. How does this site satisfy my needs?
Search/ResearchShop/CompareSupport
3. Now what?What do I doWhere do I goWhat do I read
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Strategies to differentiate yourself
▀ Newsletters▀ Account / Log-in / Personalization!▀ Online only specials / coupons (ex. sephora, chuck-e-cheese)▀ Download brochure (IKEA)▀ Special invitations, VIP offers▀ Referral programs▀ Social networking (facebook, twitter)▀ Interactive location map/store locator
Give them a reason to give you their contact information.
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generate leads and grow your audience
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Web Assessment
Benefits of Online Advertising
Guaranteed delivery – rates are based on how often your ad is seen Brings users within ONE click of your website and information Expands your audience reach Measureable, trackable and beyond the click benefits Flexible, dynamic and efficient Branding Opportunities
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My ad was delivered, now what?
IGNORED
Make message/creative impactful
CLICKED ON
Make sure where they land is effective
INTERACTED WITH
Make the experience informative
REMEMBERED
Key word is view-through
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Four things can happen once an ad is delivered
Metrics for successKey indicators for ad effectiveness
•View through
•Users search for more information after seeing an ad
Search Activity
•Increased foot traffic
•Increased calls
Offline Behavior
•Can be an impulse reaction to the creative
•Only 16% of all online users click
Clicks
•Analyze before and after an online campaign
•Analyze bounce rate to landing page.
Site Traffic
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DISPLAY
SOCIAL
SEARCH
MOBILE
Organic = SEO
Google Maps
Collaborative Marketing
