News Websites Marketing Strategy - EBriks Infotech

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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%

    1%

    1%

    1%

    0%

    0%

    3%

    2%

    6%

    13%

    14%

    18%

    30%

    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

    0%

    1%

    1%

    1%

    2%

    0%

    1%

    2%

    1%

    4%

    2%

    0%

    0%

    4%

    3%

    10%

    10%

    15%

    22%

    21%

    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

    My.Internet Old, New Media I'll Do Nothing And Like It

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

    Q: What is your favorite news and information website? (Open ended)

  • Loyalty, However, Is Not Their Strong Suit

    17.3

    19.1

    21.8

    22.0

    24.5

    25.4

    30.0

    31.2

    63.9

    General News/Information Category

    MySpace

    Frappr!

    Facebook

    Topix.net

    YouTube

    Digg.com

    Flickr

    Del.icio.us

    Source: Nielsen//NetRatings Netview Service. Work, April 2006

    Metric: Number of News and information sites visited by visitor to Brand A

  • Enable The Mash-Up

  • And This Is What You Get

  • Key Finding: Be Not Afraid

    There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones.

    They Are younger and more internet media centric

    Are more engaged

    Less loyal than average

    Seem to like the same sites as everyone else

    For Publishers: The winners will let them be in control of both content and their advertising experience.

  • The Effects Of RSS On News Sites

    What The Heck Is RSS Doing To My Site?

    I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but Ive been expanding.

  • Key Finding

    While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online.

    1. At least in the initial period of use, RSS seems to increase overall

    media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties.

    2. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit.

  • RSS Users Aggressively Use Current Events and Global News

    Information

    8

    14

    22

    21

    36

    178

    7

    10

    14

    19

    22

    58

    Multi-category News & Information

    Research Tools

    Weather

    Directories/Local Guides

    Special Interest News

    Current Events & Global News

    RSS

    Control

    Metric: Minutes per month

  • RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users

    10.6

    3.4

    RSS Control

    Metric: Average number of Current Events and Global News sites visited in a month

  • While They Still Read The Top Media Sites, RSS Users Expand

    Outside Of The Top 20

    32

    11

    16

    4

    51%

    36%

    0

    5

    10

    15

    20

    25

    30

    35

    RSS Control

    0%

    10%

    20%

    30%

    40%

    50%

    60%Top 20 News/Information Sites

    All Other News/Information Sites

    "Other" as a percentage of "Top 20"

    Metric: Visits per person per month

  • Most RSS Users Do Not Even Know They Are Using RSS

    17%

    83%

    Aware RSS User

    Unaware RSS User

    Metric: Percent of behavioral RSS users who answer that they use RSS

  • RSS Awareness is Reflected in Length Of Online Tenure and

    Gender

    78% Male

    48% Online before 94

    46% College Grad+

    25% $100k +

    17% Uses Gecko Engine Web Browsers

    (FireFox, Netscape etc)

    17% 18 to 34 Years Old

    54% Male

    36% Online before 94

    53% College Grad+

    27% $100k +

    15% Uses Gecko Engine Web Browsers

    (FireFox, Netscape etc)

    25% 18 to 34 Years Old

    46% Male

    34% Online before 94

    43% College Grad+

    22% $100k +

    5% Uses Gecko Engine Web Browsers

    (FireFox, Netscape etc)

    16% 18 to 34 Years Old

    Uses RSS

    Aw

    are

    Of

    RS

    S U

    se

    Yes

    Yes

    No

    No

  • Unaware Users Frequently View RSS As Going to The Source Itself

    4%

    4%

    6%

    28%

    17%

    18%

    24%

    4%

    5%

    9%

    0%

    21%

    30%

    32%

    3%

    6%

    9%

    0%

    16%

    31%

    35%The source itself

    A site that brings together a

    number of news sources

    A site that allows me to

    personalize the news sources I see

    A RSS reader either built into your

    browser or as an application

    A search engine

    Email newsletters

    Other

    Aware RSS User

    Unaware RSS

    User Not A RSS User

    Q: When you read news online, which of the following sources do you use to read a news story most often?

    (please select one)

  • Even Those Who Are Unaware of Use Are Influencers

    11%

    28%

    33%

    38%

    39%

    34%

    38%

    59%

    9%

    17%

    19%

    24%

    21%

    28%

    29%

    41%

    7%

    14%

    20%

    16%

    18%

    20%

    22%

    34%

    Aware RSS User

    Unaware RSS

    User Not A RSS User

    I am more comfortable with technology than

    most of the people I know

    I frequently send links to new interesting

    websites to friends and family

    I frequently send links to news stories to

    friends and family

    I typically buy new technology before

    friends and family

    I typically sign up for or download new

    Internet services before friends and family

    I frequently send links to interesting new

    products to friends and family

    People come to me to find out about new

    websites

    I frequently access the Internet from devices

    other than a laptop or desktop computer

    Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top

    3 Box]

  • All RSS Users Are Newsies

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    Blogs Editorial International Business Politics Technology

    and Science

    National Front

    Page news

    Breaking

    news

    Aware RSS User

    Unaware RSS User

    Not A RSS User

    Q: When you go online for news and information, which of the following types of information do you typically

    read? (please select all that apply)

  • Availability Is Key, However Aware Users Look To Search, While

    Unaware Users Look For Timeliness

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    Available 24

    hours a day

    Easy to

    search

    Most up to

    date news

    Wide variety

    of sites /

    sources

    Amount of

    information

    available

    Can be

    personalized

    Entertaining Like certain

    sections /

    columnists

    Aware RSS User

    Unaware RSS User

    Not A RSS User

    Q: Why do you use the Internet for news and information (please select all that apply)

  • The Role Of Greater Awareness In The RSS User Experience

    No Awareness Moderate Awareness Full Understanding

    Le

    ve

    ls o

    f E

    ng

    ag

    em

    en

    t

    My Yahoo! Use

    RSS Reader Use

    Content Added Aggressively

    Content

    Saturation

    Reached

    RSS Efficiency

    Awareness

    Develops

    Content

    Equilibrium

    Reached

  • Take Aways

    Relationship RSS undeniably changes the ways consumers interact with a

    media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.

    The Future

    Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.

  • Questions?