The Power of Data in Digital
Marketing
Trucking
The Power of Data in Digital Marketing | 2018 2
1. Source: Pew Research2. Source: Nielsen3. Source: 37 Video Marketing Statistics You Need To Know For 2017 Infographic4. Source: www.statista.com
Social Media81% US adult population 18-65 use
social media.4
VideoEnjoyment of
video ads increase purchase intent
by 97% and brand association
by 139%.3
Mobile 60% of digital
content is consumed on mobile;
52% of time is spent on mobile apps like Facebook.2
Internet3B global users.
84% US ages 18-65 use
the internet.1
The Necessity of Digital Marketing
The Power of Data in Digital Marketing | 2018 3
% using the internet constantly or several times a day:
Fleet Managers Owner-Operators Company Drivers Dealers
88% 62% 60% 93%
Source: Randall-Reilly Connectivity Studies 2017
Connectivity in the Trucking Industry
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Jan 1, 2017 - Sep 30, 2017 compared to Jan 1, 2016 - Sept 30, 2016
YOY Increases in Users
17.21%17.53%
27.78%19.46%
Our audiences are growing.
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Global Internet Users
3,000,000,000
Google ”Construction" Audience
500,000,000
Narrowed Interests
100,000,000
Trucking Industry Actual Size
1,138,959
Your Target Prospects
10,000
Targeting Your Audience
The Power of Data in Digital Marketing | 2018
Fleet
Struggles with Lighting Violations
State of Indiana
500+ Trucks
Average Age of Truck 5+ Years
5+
Your Specific Fleet Target
General Fleet Target
VS
How can you target youractual prospects online?
The Power of Data in Digital Marketing | 2018 8
Audience Built by Data
How do we build our audiences?... with DATA
Behavioral Data Contact-Verified Data Firmographic Data
1 2 3
2.5MFleet
Contacts
589KOwner-
Operator Contacts
777KUnique
Company Driver
Applicants
114KParts/Service
Contacts
26KDealer
Contacts
3.4MTrucking Contacts
Audience Built by Data
231KOwner-
Operator Emails
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Audience Built by Data
Measurable OutcomesMarket Insights
How We Work
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Our data services provide insights to target key prospects and measure the results of your campaign.
Our digital marketing services are powered by our data so you reach the right prospects at the right time.
Our industry-leading media and events give you insider knowledge and branding power.
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Customize Your Audience By:
Fleet Size Equipment Age
Equipment Owned
Violations
Location Type of Haul Miles Driven Online Behavior
More
Audience Built by Data
RigDig Business Intelligence
RigDig Business Intelligence
RigDig Business Intelligence
Once you’ve built yourdriver audience with data,how do you reach them?
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Tagged Audience
3.2MMEmail Addresses
774KWebsite Page Views
1.79MMagazine Recipients
216K
Randall-Reilly’s Trucking Touchpoints
Social Followers
781KNewsletter Subscribers
282KMonthly Mobile Page Views
863KEvent Registrants
58K
The Power of Data in Digital Marketing | 2018 18
Google SearchDisplay
FacebookGmail YouTube
LinkedIn SnapchatInstagram
CCJOverdrive Truckers News
Successful Dealer
Target your custom audience on multiple platforms.
The Power of Data in Digital Marketing | 2018
Google Search Ads Display Ads
19
Get QuoteYour display ad featuring your product
The Power of Data in Digital Marketing | 2018 20
YouTube InStream Ad
The Power of Data in Digital Marketing | 2018 21
Facebook News Feed Ad
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Facebook Right Column Ad
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CCJ Ad Placements
We get as close as possible to the point of decision
to drive measurable outcomes.
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Website Traffic
Demo Requests
Booth Traffic
Consideration
Social Engagement
Brand Awareness
Phone Calls
Form Submissions
Job Applications
Video Views
Measurable Outcomes
Awareness Decision
1 2 3
How do we measure outcomes?
The Power of Data in Digital Marketing | 2018 27
MONTH TOTAL ‘BUDGET
TOTAL IMPRESSIONS
TOTAL CLICKS
TOTAL VIEWS
TOTAL CTR
TOTAL VTR
MAR-18 $26,000.00 2,518,814 9,634 23,435 0.38% 22.57%
APR-18 $26,000.00 1,709,654 9,209 19,511 0.54% 18.29%
MEDIA SPEND
Targeted Display - CCJ $4,000.00
Targeted Display - OVD $2,500.00
Facebook - CCJ $2,500.00
Facebook - OVD $2,500.00
Facebook Video - CCJ $9,500.00
YouTube PreRoll - CCJ $5,000.00
TOTAL $26,000.00
Channel Placements
Sample Client Trend Report2018 Tracking Summary
The Power of Data in Digital Marketing | 2018
Targeted Display - CCJ15%
Targeted Display - OVD10%
Facebook - CCJ10%
Facebook - OVD10%Facebook Video - CCJ
36%
YouTube PreRoll - CCJ
19%
Calls by Hour (CTM)
Mar 6, 2017 - Nov 1, 2017
128 Average Calls Per HourFilters applied: ClientName contains Contract Freighters, Inc- CFI
Click Totals by PlatformDec 25, 2015 - Oct 11, 2017, by Month
5,248,192 Total ImpressionsFilters applied: ClientName contains Contract Freighters, Inc- CFI
Leads by DayMay 7, 2013 - Nov 1, 2017
2,773 LeadsFilters applied: ClientName contains Contract Freighters, Inc- CFI
Leads by StateMay 7, 2013 - Nov 1, 2017
2,773 LeadsFilters applied: ClientName contains Contract Freighters, Inc- CFI
28
Custom Report for: Client A
How does it all work together?
Display Ads Facebook Lead Ads
TexasOwner-Operators
Your Audience Built by Data
Form Conversions
Sample Short Form Campaign
The Power of Data in Digital Marketing | 2018 31
Submit
Fill out the form and get your quote.
Name
Company
Phone
Display Ads
Get QuoteYour display ad featuring your product
FormConversions
32
Your Landing Page
FormConversions
Facebook Lead Ads
Owner-Operators
Texas
33
OhioFleets 20+ Trucks Lighting Violations
Sample Phone Call Campaign
The Power of Data in Digital Marketing | 2018 34
Your Audience Built by Data
Google SearchFacebookCCJ Website Ads
Phone Calls
Phone Calls
Tracked Phone Number
Google Search
35
Fleets
Ohio
CCJ Ads
Call Now
Phone Calls
36
Fleets
Ohio
Facebook Lead Ads
Phone Calls
37
Fleets
Ohio
Video Views
Sample Brand Awareness Campaign
U.S.Dealers
Your Audience Built by Data
YouTube Video Ads
Facebook Video Ads
The Power of Data in Digital Marketing | 2018 38
Dealers
U.S.
Video Views
39
Who is your target audience?
5/24/19