digital workshop - beaverton
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1/21/2015 #oredigital
Oregonian Media Group: At a Glance
6.3M OREGONLIVE
UNIQUE VISITORS
49M OREGONLIVE PAGEVIEWS
1.3M REGULAR READERS
73% REACH IN THE
PORTLAND NDM
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More Engaging Ads, in More Places
Se
arc
h Pri
nt
So
cia
l
Dis
pla
y
Co
nte
nt
Ma
rke
tin
g
Standard & High-Impact Digital Ads
Audience Targeting
Section & Site Sponsorships
Video
Mobile
Email Newsletters
Cla
ssif
ied
s
Standard & High-Impact Print Ads
Spadeas
Oprints
Polybags
Toppers
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Website Development
Social Media Optimization (SMO)
Reputation Monitoring
Sponsored Content
Branded Content
Auto
Real Estate
Recruitment
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Advance Local + Condé Nast
more than
456m
monthly pageviews
More than
51m
monthly unique visitors
more than
2.7b
1st & 3rd party cookies
more than
38b digital ads served
annually
Source: 1. comScore, September 2014; 2. Lotame 2014
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“The key is to win the first moment of truth, that is to say, get and keep
the attention of the shopper at the point of purchase where a massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G
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Opportunity to Influence Traditional 3-Step Model
STORE
IMAGE
SALES
PERSON
Traditional
Awareness STORE
SHELF
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No Shelf, Salesman,
or Physical Store
Traditional
Awareness
Google answers 114.7
billion searches a month
Opportunity to Influence New Mental Model
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Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)
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ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
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Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business information
online?
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End Moment
Consumers have complete control over how they consume
information. The rate of consumption is regulated based on
need, interest and intent.
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Active Consumer Session Online discovery driven
by traditional media
awareness
1st Party data &
3rd Party Data Collection
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Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting & Remessaging
Passive Consumer Sessions produce the majority of
internet traffic
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Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools: Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)
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Purchased Online
Purchased Offline
ROPO and Boomers/Seniors
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline
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Ecommerce
represents only
6.4% of retail sales
2013 United States
ROPO v. Ecommerce 23
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ZMOT & Mobile: More Moments
Than Ever
With the rise of mobile, consumers
don’t have to wait until they’re at a
computer to search. Searching –
for store locations, recipes,
answers to questions, directions,
anything – is an essential,
continual and always accessible
part of day-to-day life.
With more moments
than ever, how do you
win the ZMOT?
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What’s New in Mobile?
More access
Larger ad economy
More platforms
Better targeting
Better user experience
Case study
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Mobile Everywhere Rapidly Expanding Data Coverage
• Worldwide smartphone growth is accelerating, at roughly 300 million new users
per year.
• In the US, mobile coverage has allowed consumers the same Internet access on
their phone, as they can get at home or at work.
Smartphone Users and Penetration Worldwide, 2012-2017
2012 2013 2014 2015 2016 2017
Smartphone users (billions) 1.13 1.43 1.75 2.03 2.28 2.50
― % change 68.4% 27.1% 22.5% 15.9% 12.3% 9.7%
― % of mobile phone users 27.6% 33% 38.5% 42.6% 46.1% 48.8%
― % of population 16% 20.2% 24.4% 28% 31.2% 34%
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What impact does increased mobile
access have on a consumer’s
purchase decision?
SPRINT VERIZON AT+T
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Google Announces New Ad Formats
• Ad Units available based upon user
engagement.
– Interaction
– “Viewability”
– Scroll
• More Rich Media
– Video embedded into the ad
– Magazine Style (flip the page)
• More Expandable Ad Units
– Starts as text ads and expands to
a takeover experience
– Starts as an overlay at the bottom
of the screen and the call to
action is to expand the ad unit to
learn more.
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Mobile Ad Networks Getting Access to a Publisher’s Unsold Inventory
• When an advertiser has “unsold”
advertising inventory, it goes to
auction where advertisers can
bid on this inventory in real-time
(RTB = real time bidding).
• There are over 400 ad networks
that are dedicated to advertising
inventory through mobile
applications and mobile
browsers.
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jbogroff@
yahoo.com
43307bb5a669b247
270a4d81cce6f3ff
Better Targeting Email – Helping Solve The Targeting Problem “Hashing” takes an email address like dave@liveintent.com and turns it into a
32-character string like “43307bb5a669b247270a4d81cce6f3ff.”
Desktop
display
Mobile
display
Social
display
Address
1
Hash
Translation
2
Unique ID
assigned
Targeted
Distribution
3
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Case Study Using Location Based Strategies to Increase
Awareness and Store Visits
The eight-day campaign yielded
over 13,000 visitors to the
website – more than half from
mobile – with a print and digital
strategy, including mobile ads.
The client maintained profits
year-over-year and grew its
consumer database, including
valuable data to help retarget
those consumers the following
year.
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Display Ads Drive Searches for Brand Targeted Ads, Remessaging Lend Greater Bump
Display strategies contribute to a lift in search activity for a brand. After seeing a
display ad, the viewer is more likely than average to do a search for that particular
brand or related products.
Relative lift in site visitation and trademark search
within four weeks of exposure by placement strategy
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What is Search Marketing?
Search Marketing is the process of gaining
traffic and visibility from search engines
through both paid and unpaid efforts.
This is the umbrella term that covers
Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) –
sometimes called Pay Per Click (PPC)
Advertising
SEO: a marketing tactic used to help gain
visibility within a search engine’s natural, or
“free” listings.
SEM: another marketing tactic used to help
gain visibility through paid listings (i.e. ads).
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1/21/2015 #oredigital
SEO & SEM: Better Together
Utilizing SEO & SEM
together can generate a
34% increase in CTR (i.e.
traffic to your website).* ACTION
DESIRE
INTEREST
AWARENESS
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Benefits of Search Engine
Optimization (SEO)
• Increases your visibility within search engines
• Builds overall strength of your brand and trust with search engine users
• Drives active buyers to your site
• Increases your ROI (maybe the best ROI of any marketing tactic) and can be an
extremely cost effective tactic
Sites that rank first organically receive
of Google’s total traffic share, on average.
31%
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SEO Process
1
2
3
4
5
6
WHITEBOARD
SEO PROCESS
Website &
Competitive Analysis
Identify Keyword
Opportunities
On-Page Tagging
& Code Cleanup
Content Editing & Copywriting
Off-Page Link
Building
Review of
Rankings &
Analytics
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Anatomy of a Web Page
Main Page Elements
• Title Tag
• Meta Description Tag
• H1 Tag
• ALT Image Tag
• Image File Name
Page Title: Chocolate Donuts | Mary’s Bakery
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Benefits of Search Engine Marketing
• Improves conversion rates
• Attracts in-market customers
• Makes the most of your budget
• Consolidated reporting
• Trackable interactions
• Custom SEM ads and landing pages
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SEM Process
STRATEGY DEVELOPMENT
KEYWORD DEVELOPMENT
CREATIVE COPY & LANDING
PAGES
BID MANAGEMENT
ANALYSIS & REPORTING
ACCOUNT
MANAGEMENT
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Components of an SEM Campaign
• Main Components
– Keywords
– Ad Text
– Landing Page
Give them what you promised
LEAD BAIT OR PRODUCT
Illustrate how valuable you are
LANDING PAGE
Show them what they are looking for
AD
Buy only highly relevant traffic
KEYWORD INTENT MATCH
MESSAGE MATCH
VALUE MATCH
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Components of an SEM Campaign
Campaign Shoes
Running
Light running shoes
Long distance
running shoe
Hiking
Hiking shoes Mesh hiking
shoes
Ad Group
Keywords
Ad Text Lightweight Running Shoes
Must Have Lightweight Running Shoes
Try Them on Today. On Sale Now.
Sale on Hiking Shoes
Try on New Hiking Shoes. Perfect
For Your Next Hike. On Sale Now.
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Remessaging Ads
YOUR AD
2. THEY LEAVE YOUR
SITE AND GO TO OTHERS
3. THEY SEE
YOUR AD
4. THEY CLICK ON YOUR
AND RETURN TO YOUR SITE
1. VISITORS ENTER
YOUR SITE
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Components of an SEM Campaign
Brand/Logo
Headline
Image
Relevant
Body Copy
Call to Action
Lead/Information
Capture
Trust Marks
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Contact Us
• Ashlee Garrett
agarrett@oregonian.com
• Kevin Bekker
kbekker@oregonian.com
• Jimmy Bogroff
jbogroff@oregonian.com
• John McPhee
jmcphee@oregonian.com
• Marco Tosoni
mtosoni@oregonian.com
• Allen Gebarowski
agebarowski@oregonian.com
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Sources
3. Source: 1. comScore, OREGONLIVE, total U.S., November
2014; 2. Scarborough 2014 R2; Base: Portland DMA/NDM;
Target: Read The Oregonian (daily in past five days or Sunday in
past 30 days) or OregonLive (past 30 days).
5. comScore, MediaMetrix, Multi-Platform, August 2014
7. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011;
http://www.kamcity.com/library/download/IRI/IRIWinning
thefirstmomentoftruth.pdf
8. https://www.thinkwithgoogle.com/articles/zmot-why-it-
matters-now-more-than-ever.html
9. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011; http://www.internetlivestats.com/google-search-
statistics.
10. Google/Shopper Sciences, Zero Moment of Truth macro
Study, U.S., April 2011.
11. Based on 2012 Google/Compete Retail Furniture Study, U.S.
12. http://www.statisticbrain.com/number-of-american-adults-
who-cant-read
13. Based on 2012 Google/Compete Retail Furniture Study, U.S.
23. Google Reaching Today’s Boomers and Seniors Online, March
2013
24. U.S. Commerce Department via “E-commerce speeds up, kits
record high of retail sales,” MarketWatch.com.
28. “Smartphone Users and Penetration Worldwide2012-2017,”
eMarketer, Dec. 2013.
29. http://www.businessinsider.com/verizon-vs-att-sprint-tmobile-
carrier-data-plan-pricing-2014-9;
30. http://thenextweb.com/google/2014/09/29/google-
announces-new-mobile-focused-display-ad-formats-rolling-coming-
months/
31. http://gulyani.com/complete-list-of-mobile-ad-networks-
companies
32. https://www.apple.com/v/watch/c/overview/
images/connect_large.jpg
33. https://nest.com
34. http://www.liveintent.com/news/advertising-strategy/email-
marketing-isnt-just-about-sending-email
35. http://technori.com/2012/11/2808-responsive-web-design-
the-next-mobile-mega-trend
39. “When Money Moves to Digital, Where Should It Go?”
comScore, 2010.
44. Search Engine Watch, “SEO and PPC Need to Stop Being
Enemies,” Sept. 10, 2014; *Search Engine Watch: “Google: Paid
Search Ads with Associated Organic Result Have Higher CTR”
45. Search Engine Land, How Ads Influence Organic CTR on
Google, 2014
47. MOZ
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