raul chamber presentation 2 18 2010
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Strategies for an on-demand world
Presented by: Raul Vielma, Director of Digital/Hispanic Solutions
Evolution of media choicesMedia growth in the past 10 yearsAdoption of technology in the U.S.Local advertisers leveraging digitalLocal advertisers leveraging digitalDemographic profile of online users7 ways to leverage digital right now
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Increase in media choices continues to evolveIncrease in media choices continues to evolve
In the beginning there was only one vehicle to reach consumers
Now there are almost too many to countone vehicle to reach consumers
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Last 10 years of media growth in the U SLast 10 years of media growth in the U.S.
2000 2005 2010
Internet Hosts(sites)
No measure 115 million 383 million
Broadcast 1 500 1 500 2 218BroadcastTelevision
1,500 1,500 2,218
FM Radio Stations 5,000 8,950 8,961
AM Radio Stations
5,000 4,854 4,789
3Source: Central Intelligence Agency, World FactBook 2000,2005,2010
U.S. household technology adoption
During 2008;
Nearly 10 million householdsNearly 10 million households added an HDTV set to their homes.
More than 8 million purchased broadband.
Slightly more than 3 million installed a DVR.
Home networks forecast shows an aggregate growth rate of 13% over the next 4 years.
4Source: *Forrester State of Technology, 2009
“Media choices are evolving; the adoption of new tech is on the rise and staying ahead is a marketing challenge ”on the rise and staying ahead is a marketing challenge.
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Clients taking advantage of digital advertising solutions
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Local advertisers leveraging digitalLocal advertisers leveraging digital
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D hi fil f li & th “ i ti ”Demographic profile of online users & the “new primetime”
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Who’s online? M th 7 t f 10 d lt i k t liWho’s online? More than 7 out of 10 adults in our market are online
82% of online adults are between 18 and 44
2 out of 3 are college educated
Nearly half (48%) have household incomes of $75,000 or more
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68% are employedTotal Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,508,700Source: 2009 Scarborough Report, Release 2
Reaching consumers when exposure to other types ofReaching consumers when exposure to other types of media are the lowest
13 000
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6 000
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2 AM
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10Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January 1-14 2010
PalmBeachPost.com audience peaks between 8 a.m. and 5 p.m., enabling you to reach the at-work audience.
12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
Online Spending Forecast forOnline Spending Forecast for West Palm Beach-Ft. Pierce, FL DMA
Local Interactive Ad Spending Projections(in millions)
DMA O li Di l E il S h & Di t St i A di /Vid T t lDMA Online Display E-mail Search & Directory Streaming Audio/Video Total
2009 $35.36 $7.63 $32.89 $8.35 $84.23
2010 $32 38 $10 07 $35 62 $10 05 $88 132010 $32.38 $10.07 $35.62 $10.05 $88.13
In 2010, $88.1 million projected to be spent on online advertising in our market.
11All projections in $ Millions, Full-year estimates as of Q2 2009Source: 2009 BORRELL ASSOCIATES INC.
“In this market, 7 out of 10 adults are online.”
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77ways to leverage digital
1. Monitor your site traffic2 Maximize the Googles of the world2. Maximize the Googles of the world3. Take advantage of the new shopping paradigm4. Improved targeting opportunities5. View your website as a business partnery p6. Use free tools7. Learn about Social media
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Monitor your site trafficMonitor your site traffic Understand how you measure up, monitor the traffic your site is generating
Page Views: The number of times a web page is requested from a server.
Unique Visitors: The number of users who have accessed a website with a given period of time.period of time.
Using sites like compete.com, you can see how your site is doing compared to your competition.
Google Analytics features:Advertising ROIAdvertising ROIVisualize DataCustomize reportingMultimedia Tracking
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Maximize the Googles of the world!Maximize the Googles of the world!
More than 213 million searches done per day, 86% of those searches are local.
SEM or Paid Listings
SEO or O iOrganic Listings
First step is to search for your business by name, products and services and see where you show up!Cl i b i i b i di i
15Source: Neilsen NetRatings Nov 2007 & Small Business Resources 2008
Claim your business on organic business directories.
The New Shopping ParadigmThe New Shopping Paradigm
89%89%of people regularly/occasionally research online
before buying offline*
research online
yet only…
y g
7% of retail sales occur online
16Source: *Forrester State of Retailing Online 2007
Improved targeting opportunities and benefitsImproved targeting opportunities and benefits
Who they are (Demographic)
What they do (Behavioral)
What content they consumerAnswering the who, what, where and how
Where they are (Geographic)
How they accessing the web (Mobile)
Guaranteed delivery
Brings users within ONE click to you
Flexible and dynamic
Measurable
T k bl
Answering the WHY
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Trackable
Look at your website as your business partnerLook at your website as your business partner
What is the purpose of your site?To generate leads Encourage prospectsTo generate leads Encourage prospectsFacilitate business transactions Build your brand
How is it representing your company’s brand?
How does your site display on a mobile enabled device?How does your site display on a mobile enabled device?
Differentiate your site through:y g
Newsletters Referral Programs Account Personalization
Online only specials VIP offers Web enabled brochure
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Online only specials VIP offers Web enabled brochure
Maximize free toolsMaximize free tools
Free blogs
See how you compare
Free web analytics
Free websites/blogs
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Understand social mediaUnderstand social media
Social media is an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videostechnology, social interaction and the construction of words, pictures, videos and audio.
3 out of 4 Americans use social technology.
Time spent on social networks is growing 3xs the overall internet rate, accounting for ≈10% of all internet timeaccounting for ≈10% of all internet time.
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Three categories of social mediaThree categories of social media
Share
PublishNetwork
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“Find the presentation at http://bit.ly/aE6kaT ”
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Digital Assessment the first step to leveraging digitalDigital Assessment – the first step to leveraging digital
PalmBeachPost.com’s online consultants will analyze your website and offer y yrecommendations to best serve your customer based on the goals and challenges you identify.
The Digital Assessment will identify ways to:g y y1. Improve current navigation, information, tools, etc.2. Optimize SEO/SEM campaigns3. Enhance lead generation/e-commerce4. Use analytics and tracking sources to improve ROI of marketing dollarsy g p g
Email [email protected] to sign up or go to pbpost.com/rsvp
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