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EBriks - SEO Company India offers Internet Marketing Services, Search engine optimization (SEO) services, Web Development, Pay-Per-Click and Web designing services with all the latest techniques.

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  • What Your Online News Audience

    looking for ?

    News Websites online Marketing

    Strategy

  • Who IS the Audience?

    How do you go about knowing your audience?

    What you need to know and why about who they are and how they consume online news?

    How do you serve and grow your audience?

  • How do you go about knowing your audience?

    Tools

    Techniques

    Data Analysis

    Other Strategies

  • Techniques

    Fielding Panel

    Random Digit Dial (RDD)

    Online

    Server

    Random

    Collection Meter

    Survey

  • Tools

    Volumetric Measures

    Market Research

    Ad Planning

    Qualitative Measures

    Site Centric (Web) Analytics

  • Volumetric Measures

    Data Providers Nielsen//NetRatings

    Hitwise Complementary Service

    Search!!

    Data is purchased from ISPs

    ComScore Direct competitor

    Market Research

    Most media clients use it for panel size and local reporting

  • Why it is used

    Ad Sales

    The biggest number!!!

    Competitive Benchmarking

    Less important

    Strategic Research

    Least important

  • Market Research

    Custom Forrester, etc

    Strategic

    Everything is a tool, they just sit on top of it Answers The Big Questions Highest $$ per project

    Survey Research Harris, Greenfield, FGI, SSI, Etc

    Models DIY (client builds it then turns it over) Consultative (spec, serve, analyze)

  • Ad Planning Tools

    Syndicated Studies MRI (magazine) @Plan (internet) Scarborough (newspapers)

    Ad Tracking AdRelevence (internet)

    Advertising Effectiveness Ad Servers View through/click trough Dynamic Logic Style Test and control methodology Normative Database

  • Qualitative Tools

    Focus Groups

    Usability testing etc

    In person

    Remote - Vivadence

  • Site Centric Analytics

    Server Side Measurement

    Tagging or Cookies

    Measurement

    Audience: # of browsers by way of cookie

    Pages: # of requests

    Providers

    Omniture

    SiteCensus (N//NR)

  • Research Methods

    Regression

    Why Things Happen

    Relationship between multiple independent variables and a dependent variable

    Segmentation

    Who People Are

    Understanding the differences in the audience leads to better user experience

  • What you need to know and why, about who they are and how they

    consume online news?

    Who they are

    What they do

    Hows it changing

  • Current Events & Global News Top-line Audience Metrics

    Source: Nielsen//NetRatings NetView Service, September 2006

  • Current Events & Global News Index Against Total Online

    Population

    104

    114

    97

    8693

    73

    120

    105111

    143

    0

    20

    40

    60

    80

    100

    120

    140

    160

    Men Women 18-34 25-54 55+

    Unique Audience

    Page Views

    Source: Nielsen//NetRatings NetView Service, September 2006

  • Current Events & Global News Unique Audience (000) Trend

    74,000

    76,000

    78,000

    80,000

    82,000

    84,000

    86,000

    88,000

    90,000

    92,000

    Sep

    -05

    Oct

    -05

    Nov

    -05

    Dec

    -05

    Jan-

    06

    Feb-

    06

    Mar

    -06

    Apr

    -06

    May

    -06

    Jun-

    06

    Jul-0

    6

    Aug

    -06

    Sep

    -06

    Source: Nielsen//NetRatings NetView Service

  • Current Events & Global News Page Views (000) Trend

    0

    1,000,000

    2,000,000

    3,000,000

    4,000,000

    5,000,000

    6,000,000

    7,000,000

    8,000,000

    9,000,000

    Sep

    -05

    Oct

    -05

    Nov

    -05

    Dec

    -05

    Jan-

    06

    Feb-

    06

    Mar

    -06

    Apr

    -06

    May

    -06

    Jun-

    06

    Jul-0

    6

    Aug

    -06

    Sep

    -06

    Source: Nielsen//NetRatings NetView Service

  • Current Events & Global News Time-per-person Trend

    0:00:00

    0:14:24

    0:28:48

    0:43:12

    0:57:36

    1:12:00

    1:26:24

    1:40:48

    1:55:12

    Sep

    -05

    Oct

    -05

    Nov

    -05

    Dec

    -05

    Jan-

    06

    Feb-

    06

    Mar

    -06

    Apr

    -06

    May

    -06

    Jun-

    06

    Jul-0

    6

    Aug

    -06

    Sep

    -06

    Source: Nielsen//NetRatings NetView Service

  • Loyalty Indicators

    Site Share of Active Days % Retention Rate %

    AP 14 49

    CNN 25 58

    LA Times 10 37

    MSNBC 21 58

    NPR 10 27

    USA Today 14 46

    WSJ Online 12 31

    Yahoo! News 25 66

    Source: Nielsen//NetRatings NetView Service. Work, September 2006

  • Engagement

    Source: Nielsen//NetRatings NetView Service. Work, September 2006

  • Visitors To General News Sites Frequently Provide Advice On

    134

    128

    126

    116

    105

    110

    115

    120

    125

    130

    135

    Politics / Current

    Events

    Online Shopping Internet Content &

    Services

    Financial

    Information

    Index

    Source: Nielsen//NetRatings @Plan Service, Fall 2006

  • Visitors To General News Sites Enjoy The Finer Things

    128

    125

    140

    123

    125 125

    110

    115

    120

    125

    130

    135

    140

    Political/Community

    Event (last 30 days)

    Museum/Art Gallery

    (last 30 days)

    Gourmet food -

    Heavy Spending

    (p/online/6mo.)

    Wine

    Collecting/Tasting

    Cultural/Historic Sites

    (vacation last 2

    years)

    Independent

    (movies/rented/last

    30 days)

    Index

    Source: Nielsen//NetRatings @Plan Service, Fall 2006

  • Visitors to General News Sites Just Cant Get Enough News

    140

    130

    122 124

    154

    0

    20

    40

    60

    80

    100

    120

    140

    160

    Any New s Weeklies

    (magazine, last 7 days)

    Political (TV programs, last

    7 days)

    National New s - Cable (TV

    programs, last 7 days)

    E-mail New sletter -

    Read/Signed up (Last 30

    days)

    ConsumerReports.org

    (paid subscription)

    Index

    Source: Nielsen//NetRatings @Plan Service, Fall 2006

  • Broadband is More Prevalent

    Source: Nielsen//NetRatings NetView

    50%

    55%

    60%

    65%

    70%

    75%

    80%

    Sep-

    05

    Oct-

    05

    Nov-

    05

    Dec-

    05

    Jan-

    06

    Feb-

    06

    Mar-

    06

    Apr-

    06

    May-

    06

    Jun-

    06

    Jul-

    06

    Aug-

    06

    Sep-

    06

  • More Users, More Usage

    Source: Nielsen//NetRatings NetView

  • Growth in Video Content

    Wall St. Journal 10/07/06

  • Emergence of My.Internet or Web2.0

    My.Internet are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.

  • Key Questions

    Who the heck are these kids?

    What are they really looking for in a website?

    Oh man, does this mean I have to advertise to them differently?

    Do I have to worry about how they feel about my site? Please say no...

  • So Who Are These People?

    Clicked on an online advertisement Downloaded a full length video, such as a TV show or movie Downloaded a podcast Downloaded a video clip Listened to streaming audio Made a podcast Participated in an online community, such as MySpace,

    Friendster, LinkedIn or Facebook Posted a blog Read a blog Read an RSS feed Watched streaming video

  • What Are They Saying?

    Now thats what I call new media

    My.Internet:

    16%

    Dude, I was doing that in

    2003

    Old, New Media:

    37%

    You are so, like, 2000

    I'll Do Nothing

    And Like It:

    47%

  • How Are They Consuming Media Online?

    248

    355

    216200

    471

    402

    199

    137

    97

    160 166

    5064

    171

    15 13 12 130

    2110

    Downloaded a full

    length video

    Downloaded a

    podcast

    Downloaded a

    video clip

    Listened to

    streaming audio

    Made a podcast Read an RSS feed Watched

    streaming video

    My.Internet

    Old, New Media

    I'll Do Nothing And Like It

    Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300

    Average

    Metric: Index against overall respondent average

  • For The Most Part My.Internet Likes The Same Sites As Everyone

    Else

    0%

    0%

    0%

    1%

    1%

    1%

    1%

    1%

    1%

    1%

    1%

    1%

    2%

    5%

    5%

    6%

    16%

    16%

    19%

    24%

    Excite

    NYTimes

    Other ISP

    BBC News

    Comcast

    Drudge

    WebMD

    ABC News

    Ask.com

    CBS News

    USA Today

    WPNI

    ESPN

    AOL News

    Google News

    Fox News

    CNN

    Yahoo!

    Other News

    MSNBC

    1%

    2%

    1%

    0%

    3%

    1%

    1%

    4%