Digital Marketing Guide Syracuse

8/12/2019 Digital Marketing Guide Syracuse

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Digital MarketingSolutions Guide

For More Information:Visit our media kit here, call 866-356-8126 or email [email protected]

2014

http://www.syracusemediagroup.com/services/





It’s no secret that digital advertising continues to show explosive growth across

desktop and mobile platforms in all forms – search, display, video and social.

Be Found, Be Known, Be Social

In order to leverage this growth, Syracuse Media Group is continuing to evolve our platforms, capabilities,marketing solutions, and strategies around the three “B’s”, be found, be known, and be social. And we’redoing it in a way that allows us to deliver the right message, at the right time, to the right audience for you – andto do it on whatever device or screen the recipient is viewing at that time.

To accomplish this, we’ve created an integrated framework where we bring all things together to help you ndyour audience – who they are, where they live, where they shop, and what they’re likely to buy – and grow yourbusiness. And we don’t stop there. Syracuse Media Group is able to deliver your marketing message via a vari -ety of available solutions across multiple platforms, devices, and media, all from a single audience.

And with comprehensive reporting, we can help you understand how your marketing campaign performed

and what actions your audience took. We deliver actionable insight to help you grow your business.

It starts with a discovery process where we explore your goals and objectives, as well as your audience

target. We make it easy for you to help your advertiser succeed.

And the way we get there is through the data we use. syracuse.com has rich rst-party data gainedfrom user interaction with either our website or the Conde’ Nast family of publications, and we extend

and enrich that data with premium third party data from leading on-line and off-line data – if your arelooking for someone who is shopping for a house or a car, planning a vacation or who is looking for a

job, we can help nd them.

Discovering Your Needs and Audience

Syracuse Media Group Digital Marketing Solutions Guide | 1For More Information: Visit our media kit here, call 866-356-8126,

or email [email protected]





Tell us who you want to reach,

and we’ll help you do it!

Our results-driven Audience Targeting

Solutions places your marketing

message in front of the people you

most want to reach, and where you

most want to reach them. Cast a wider

net or penetrate your target market

deeper – we’ll help put you in front of

the right audience at the right time.

Simply Put, It Works: An estimated 97% of

online display advertisers taking advantage

of audience targeting strategies. What’s

more, 52% of agencies and 59% of

advertisers attribute their success with

audience targeting to a corresponding

growth in their display advertising budgets.vii

OF ONLINE ADVERTISERSARE TAKING ADVANTAGE

OF AUDIENCE TARGETINGSTRATEGIES

Geo-Target candidates by geographiclocation (statewide, regional, DMA, or zipcluster).

Behavioral Target to the types of websitesthey have recently and frequently visited.

Re-Message your ads to customers as they

visit other sites on our premium partnernetworks.

Leverage all forms of rich media and

pre-roll video.

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Our Audience Targeting Solutions:

vii

HARNESS THE POWER OFSYRACUSE.COM AUDIENCE DATAsyracuse.com collects audience data from engaged, local

consumers that use our site. Now we’re putting the power of this

valuable data to work for you. Beginning with an online display

campaign on our site, you can now target and re-message our

users based on their interests across all devices (i.e. desktop,

tablet, and mobile) used to access our content.

EXTEND THE REACH OF YOURCAMPAIGN BEYOND SYRACUSE.COM We have partnered with premium networks and high quality

data providers to build a program that allows you to expand

the reach and increase the effectiveness of your online

display advertising campaign. Reach and engage the right

audience based on their online and ofine behavior and

interests across all devices (i.e. desktop, tablet, mobile,

eNewsletters) and advertising solution – standard display

advertising and rich media solutions.

REACH THE WORLD’S

MOST DESIRED AUDIENCEThrough a premier partnership, we can put your

marketing message on the Condé Nast Network in front of

the world’s most desired audience of afuent, inuential and

engaged consumers. You can run your campaign to a

targeted audience of Condé Nast online users, or across

the entire network of this premier collection of engaging and

beautifully designed websites.

Audience Targeted

Solutions







Increase your brand awareness and extend

your marketing message to the largest local

audience in New Jersey.

$22.24 FOR EVERY $1 SPENTMeasurable Results: The online environment makes it easy to track your results to help you

measure your return on investment and ne-tune your strategy. The results can be impressive;

an October 2011 report found that online display ads oer an ROI of $22.24 for every dollar spent. i

• Sliding Billboard

• Corner Peel

• Expanding Leaderboard

• Video Leaderboard

• Expanding Rectangle

• Video Rectangle

• Wallpaper

• Interstitial

i

Our Rich Media Options Include:

Whether you want to build your

brand, drive trafc to your website,

or promote a special offer or deal,

there’s a syracuse.com online

display advertising program that

can work for you.

We oer exible, customizable online

display advertising solutions that help

meet your marketing goals. As part of

our service to you, Syracuse Media

Group can produce all of your online

creative at no additional charge.

In addition to IAB standard ad units,syracuse.com also supports a wide-range

of rich media to help you engage

your audience.

Online Display Solutions

on syracuse.com







Mobile advertising with

syracuse.com’s site and mobile apps

lets our highly engaged, on-the-go

audience respond to your marketing

message anytime and anywhere right

from their mobile devices.

Your mobile advertisements will be placed

in highly visible positions on syracuse.com’s

site and mobile apps. Your optimized mobile

landing page gives our mobile audience the

ability to click to call, email or locate you.

Plus, Syracuse Media Group will design a

customized mobile landing page for you

at no additional cost.

The Next Marketing Frontier: More than 49

million smartphone users in the United States

interact with mobile advertising,ii with 56% of

them using their phone to research products

for purchase,iii and 84% of mobile device users

looking for local retailer information, such as

business location and hours of operation.iv

SMARTPHONES USERS IN THE U.S.

Mobile Advertising With Us:

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Reaches our highly interactive mobile audience

on their iPhone, Android, or iPad devices.

Increases the reach and distribution of yourmarketing message.

Lets you target your ad to specic sections of

syracuse.com or to specic counties.

Includes a customized landing page at noadditional cost.

Lets you target users that are ready to makelocal purchasing decisions.

Mobile Marketing

Solutions







Paid Search (sometimes referred

to as Search Engine Marketing

or SEM) can be complicated and

time-consuming. Syracuse Media

Group offers simple, affordableand effective solutions to reach

your target audience at the precise

moment when they search for

your products and services online.

By leveraging our premier partnerships

with Google™ and bing/Yahoo!, and

tapping into our Google™ AdWords and

bing/Yahoo! Search expertise, you can

reach the audiences that matter most to

your business, while we do all the work!

Our local Paid Search experts will

manage your campaign from set-up

to optimization while consistently

delivering key insights into your

campaign performance. Our local

knowledge and product expertise take

the guesswork out of Paid Search so

you can do what you do best – focus

on your business.

It Pays to Be Noticed: Studies have found that

click-through rates, conversion rates, and revenue

are all higher when both organic and paid listings

appear for search results. When a brand appeared

in both organic and paid search results, the searcher

clicked on that brand 92% of the time, compared to

60% when the brand appeared in only one location.vi

WHEN A BRAND APPEARED IN BOTH ORGANIC

AND PAID SEARCH RESULTS, THE SEARCHER

CLICKED ON THAT BRAND

COMPARED TO 60% WHEN THE BRAND

APPEARED IN ONLY ONE LOCATION.

Helps you reach consumers actively

looking for your products and servicesusing keyword targeted ads on searchengines such as Google, and bing/Yahoo!

Is a fast, easy way for highly qualiedsales leads to nd you.

Provides a user-friendly interface that

helps you manage incoming sales leads.

Lets you decide up front how much you

want to invest, and delivers results.

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Our Paid Search Advertising:

ADWORDS

PREMIERSMB PARTNER

vi

Paid Search

Solutions







Search Engines are ever changing the

rules for organic search. With over 500

changes to Google’s algorithms every

year how can you keep up? You

probably don’t have the time to learn

about it let alone analyze and react to

this challenging landscape. We can help.

Our team lives and breathes SEO all day

every day.

Our team consists of nationally known

experts and dedicated strategists and

tacticians. They are the same experts

who have made syracuse.com the most

authoritative website in the area. Let’s

put them to work on your website.

SEO is important from a variety of different

perspectives and we offer solutions to address

them all. We can help with any of the following

needs and much more. Our programs can be

your solution.

• eCommerce Optimization

• Local Search Optimization

• Targeted Content Solutions

• Blog Creation and Optimization

• Custom SEO Consultation

• Ranking Recovery Triage

1. A - Authority – How authoritative is

your site in the eyes of searchengines?

2. R - Relevancy – Do the pages of yoursite have relevant answers to the

questions being asked by searchers?

3. T - Trust – Do the search Enginestrust that your any not trying to fool ormanipulate them or your customers?

Our programs work to improve ALL three of

these very important factors.

SEO (Search Engine Optimization)is about improving the three basicfundamentals of organic rankingsreferred to as “ART”:

• 95% of searchers never go past

Page 1 on Googlex

• Gets over 12.5 Billion searches a monthxi

• Has over 45 Billion pages indexedxii

• Changes the Algos over 500 times

a yearxiii

WE TRACK IT ALL SO YOU DON’T HAVE TO.

Search Engine

Optimization Solutions







REAL DEALS

eNEWSLETTER

A Real Deals email campaign lets you reach

76,000+ viii 100% opt-in subscribers with exciting

discounts and special offers on your products,

services, events, and more.

Placing your ads in our eNewsletters allows you

the opportunity to reach an engaged audience

by aligning your brand within the top news and

information that impacts our readers’ daily lives.

If you have email marketing goals that lay outside

of our Real Deals and eNewsletter products, we’re

happy to help you develop a customized email

advertising campaign to suit your needs. Please

inquire with your local Digital Marketing Specialist

for more information on how we can help you reach

our target audience with email advertising.

v

Deliver relevant content, drive trafc to

your website, and increase sales on a

local, regional or statewide scale with

a Syracuse Media Group email

marketing program. We offer a variety

email advertising options, including our

Real Deals and eNewsletters, thatcan be targeted to the audience

you want to reach.

Extended reach of your brand and

marketing message to help attract newbusiness, increase trafc to your website,

and improve customer loyalty.

An effective direct response vehicle that

motivates local consumers to respond toyour marketing message quickly.

A unique and powerful advertising toolthat can integrate with other ad buys

on syracuse.com to drive campaignperformance.

Measurable results including:

- Emails sent and delivered - Open rates - Click-through rates (CTR)

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Our Email AdvertisingProvides You:

89% of businesses surveyed declare email marketing

to be “important” or “very important” to their organi-

zation.v 78% of businesses cite retention, 70% cite

engagement, and 68% cite revenue generation as

compelling reasons to use email marketing.ix

Email marketing remainscritical to business

Email Marketing Solutions







Syracuse Media Group is a digitally-focused news, information and

advertising company serving Central New York. We publish and

operate an extensive portfolio of digital and print products featuring

comprehensive, in-depth coverage from the area’s largest news

organization. Our agship brands are syracuse.com, the leading

website in the region and The Post-Standard, which has served

the community since 1829.

For More Information Visit:Visit our media kit here, call 866-356-8126,or email [email protected].

About Syracuse

Media Group









“The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in theUS.” 14th Edition. New York: Direct Marketing Association, Inc., 2011. Print.

Hurt, Jeff. “Cheat Sheet: What Is Mobile Marketing?” jeffhurtblog. Velvet ChainsawConsulting, 23 May 2011. Web. 26 Aug. 2012.

Shaw, Elizabeth. “Mobile Marketing: Not the Same on Tablets as on Smartphones.”

forrester.com. Forrester Research, 28 Mar 2012. Web. 26 Aug 2012.

“Mobile Search Insights Study 2011.” Performics, 2011.

“National Client Email Report” (DMA, 2013). EmailStatCenter.com. Web. 10 Oct

2013.

“iCrossing Search Synergy: Natural & Paid Search Symbiosis.” iCrossing, Mar 2007.

“Effective Audience Targeting Leads to Bigger Display Budgets.” emarketer.com.

eMarketer, 16 May 2011. Web. 26 Aug 2012.

WhatCounts, 2013

“Email tracking report” (DMA, 2012) EmailStatCenter.com. Web. 10 Oct 2013.

“Top Google Result Gets 36.4% of Clicks”, Search Engine Watch, April 2012.

comScore Releases September 2013 U.S. Search Engine Rankings, October 2013.

“The Size of the World Wide Web (The Internet)”, http://www.worldwidewebsize.com/,

October 2013

Google Webmaster Central Blog, May 2012

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http://jeffhurtblog.com/2011/05/23/cheat-sheet-mobile-marketing/


http://www.forrester.com/Mobile%20Marketing%20Not%20The%20Same%20On%20Tablets%20As%20On%20Smartphones/fulltext/-/E-RES70191


http://emailstatcenter.com/Usage.html


http://www.emarketer.com/Article.aspx%3FR%3D1008388



http://www.worldwidewebsize.com/













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