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Presented by: Raul Vielma 561-820-4277 [email protected] Understanding Digital Trends & Changes in Media Consumption April 1, 2011 RealSolutions.PalmBeac hPost.com
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Presented by:Raul [email protected]
Understanding Digital Trends & Changes in Media Consumption
April 1, 2011RealSolutions.PalmBeachPost.com
What you can expect to get out of this workshop
▀ Learn trends and changes in the digital market place▀ The evolution of media consumption▀ How to leverage free tools for better measurement and
effectiveness▀ Improve your search results
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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Lets look at who is online and what they do
▀ Are your customers online?
▀ What are they purchasing?
▀ What are they using to go online?
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%
Total local market adults advertising sources
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Media Source Percentage
Television 62%
Newspapers 54%
Mail 37%
Internet/online 36%
Magazines 34%
Weekly/shoppers 34%
Radio 30%
Yellow Pages 11%
Media Source Percentage
Newspapers 36%
Internet 23%
Television 8%
Weekly/shoppers 8%
Mail 2%
Magazines 1%
Radio 1%
Outdoor billboards 0%
Most useful media source when looking for product/service info
Types of advertising usually read, listen to or view
West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2
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A day with technology
Morning at home
Morning on way to work At work
During lunch time
Evening onthe way home
Eveningat home
Check news,Traffic & weather
Satellite radio,Local stations
Search online,Visit newspaper site, online portal,Online shopping
Check personal e-mail, Texts and places to eat
Get traffic updates & dinner ideas
Watch/read evening news, personal email,pay online bills,Online videos,shopping
Yankelovich Marketing estimates that a city dweller is exposed to an average of 5,000 ad messages per day.
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
3 AM
4 AM
5 AM
6 AM
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8 AM
9 AM
10 A
M
11 A
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12 P
M
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 P
M
11 P
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1414
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.
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Page Views: The number of times a web page is requested from a server.
Unique Visitors: The number of users who have accessed a website within a given period of time.
Visit: Number of times someone interacted with your website.
Understand how you measure up, monitor the traffic your site is generating
Maximize free tools
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Free web analytics
See how you compare
Free websites/blogs
Free blogs
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Search
93% of online adults in our market searched on Google, Yahoo or ASK (past 30 days).
2010 Scarborough Report, R2 & 2010 Palm Beach Post Custom Scarborough Study, R2
2020
Paid
Organic(free)
Organic(free)
Paid
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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Online marketing tools overview
DISPLAY
SOCIAL
SEARCH
MOBILE
Organic = SEO
Google Maps
QR codes (Quick Response)
QR codes allows mobile phone with cameras to read the code and input a tag or take you to a specific site.
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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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Download Complete
▀ Media has become a very crowded place & the adoption of technology has rapidly increased
▀ Evolution of media consumption: people have many choices
▀ Measure your website! Know online terminology
▀ Improve your results by leveraging your online tools
▀ Online Advertising – display, behavioral targeting and search mobile and more…
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Homework
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▀ Look at your website and determine what you like and dislike
▀ Search for your product/service online – where do they show up in Google, Yahoo, Bing and Ask?
▀ Look at your site’s metrics (page views, unique visitors)
▀ Look at your competitors’ websites metrics with Compete.com
▀ Sign up for news and information about your line of business with Google Alerts
Strengths Weaknesses
Opportunities Threats
Digital SWOT AnalysisName Date
Next Time - Friday, April 8
▀ More on Google analytics and Compete.com▀ Dig into Search▀ Key web analytics you need to know▀ Website analytics and best practices▀ Online advertising and best practices
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Maximize, Measure and Make Digital Work for You
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What’s next from The Palm Beach Post
SAVE THE DATE
Date: Tuesday, May 17th Time: 8:30am – 12 pm
Venue: Palm Beach Photographic Centre
Understand and capitalize on consumer buying habits
