digital workshop - beaverton

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1/21/2015 #oredigital

WELCOME

1/21/2015

#oredigital

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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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Local Presence, National Reach

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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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The New Consumer Model

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Effects on Traditional Media 11

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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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How does it all work?

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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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Consumer Research Moments

Active Consumer Session Passive Consumer Session

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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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The Holy Grail of Marketing Tying online attribution to in-store sales

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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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#oredigital

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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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Wearable Technology iWatch – Apple

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Redefining “Mobile” Technology Google Glass, Nest – Google

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jbogroff@

yahoo.com

43307bb5a669b247

270a4d81cce6f3ff

Better Targeting Email – Helping Solve The Targeting Problem “Hashing” takes an email address like [email protected] and turns it into a

32-character string like “43307bb5a669b247270a4d81cce6f3ff.”

Desktop

display

Mobile

display

Social

display

Email

Address

1

Hash

Translation

2

Unique ID

assigned

Targeted

Distribution

3

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Better User Experience Responsive Web Design

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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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Anatomy of a Search Engine Results Page

Organic

Listings

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Local

Listings

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Paid

Listings

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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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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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Display Ad Examples

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Shopping Ads

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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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Brand/Logo

Headline

Image

Relevant

Body Copy

Call to Action

Lead/Information

Capture

Trust Marks

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Contact Us

• Ashlee Garrett

[email protected]

• Kevin Bekker

[email protected]

• Jimmy Bogroff

[email protected]

• John McPhee

[email protected]

• Marco Tosoni

[email protected]

• Allen Gebarowski

[email protected]

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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

digital workshop - beaverton

Presentations & Public Speaking