using the web to reach your customers · wasted; the trouble is, i don’t know which half.” john...
TRANSCRIPT
Using The Web To Reach Your Customers
May 11, 2017
PANEL PRESENTERS
MARCIA PERRY
Owner | Perry Media Group (PMG)
WES SNIDER
Director, Client Solutions | MANSI Media
JENNIFER ANDREN
Vice President – Media Director | PPO&S
Using The Web To Reach Your Customers
MARCIA PERRY Owner | Perry Media Group (PMG)
Using The Web To Reach Your Customers
WES SNIDER Director, Client Solutions | MANSI Media
The Medium The Internet, what do we call it?
• The Web • Interactive • Online • Digital
The Devices, how do we use them? • Desktop • Tablets • Smartphones
• Digital
The Answer
• In more ways then we can count
Why do we care about digital?
Media Habits
How are consumers spending their time?
And how will they
spend their time in the future?
Why do we care about digital?
Time 1996 - 2016
Rev
en
ue
$
0 -
$2
0 B
illio
n
With an increase in time spent with digital products, how do you think this will impact the spend on digital advertising?
Audience Targeting – How it all works
Data Collection Users visit their favorite websites and conduct activities day-in and day-out.
• Read Content
• Complete Surveys
• Shop
• Enter Contests
• Share Social Posts
• Conduct Searches
• Plan Trips
• Answer Email
• Map Directions
• Ask Questions
• Consume Media
Data Segmentation Using collected data, marketers can place desired users into categories or “buckets”
Audience Targeting – How it all works
Teachers Community Leaders
Political Influencers
Parents Social Influencers
Audience Targeting – How it all works
Message Delivery Based on the pre-
determined “buckets”, brand messages can be
delivered to select users.
Building Your Campaign
While every digital campaign is different, there are some basic points to keep in mind to improve your campaign.
3 parts of your next digital campaign • Accurate Targeting • Authentic Content • Trusted Media
Audience
Message
Delivery
Accurate Targeting
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
John Wanamaker
Marketing Pioneer
Audience Targeting delivers customers based on custom behavior, demographics, or content. A customized audience reduces waste and drive results.
As you build your audience, consider the results you want to drive: • Direct Response Sell a good, fill out a form, set an appointment • Branding Build recognition, drive awareness
The audience you target may be different depending on your goals.
Authentic Content No matter the message, deliver in a genuine voice that
will resonate with the audience
Authentic Content Our research shows that there are a number of creative
techniques that lead to improved response and engagement
Which of these ads do you think would drive more engagement?
Why do you think one ad is more effective then the other?
Authentic Content
• Call to action (“Click Here”, “Call Now”)
• Feature images of People who you want to target
• Localize your message with contact information
• Include a Question or make a bold statement
• Experiment
What should you include your next digital message?
One of the great parts of digital is the tracking. Use that tracking to determine what type of copy your audience responds to.
Digital Solutions
• Trusted advertising appearing on local news media properties Local Display
• Highly targeted display advertising Programmatic Display
• 3rd party email delivered to your desired audience Responsive Email
• Paid messaging delivered through your favorite social channels Social Display
• Display advertising served by a users location Geo-fencing
• Beyond the banner options to reach a self-selected audience Native
• Paid outreach through search engines to secure visibility Search Engine Marketing
(SEM)
• Ongoing site optimization and content creation to promote search ranking
Search Engine Optimization (SEO)
• Highly impactful digital alternative to television Video
TOTAL AUDIENCE
Digital Solutions
Local Display Programmatic
Display Email
Social Display Geo-fencing Native
SEM SEO Video
Wes Snider
Director, Client Solutions
717-703-3056
Matt Caylor
Director, Interactive Media
717-703-3040
Using The Web To Reach Your Customers
JENNIFER ANDREN Vice President – Media Director | PPO&S
Using Facebook to enhance your marketing and build community
85% of all users are accessing FB on their phones
Facebook has 60 million active businesses with pages on its network.
Facebook is the second largest digital advertising company after Google
Facebook’s ad revenue grew 57% last year
Google’s grew 17%
everybody else….13%
77% Women/66% Men
87% 18 year olds/ 56% people over 65
Users spend 40 minutes per day on average on FB
Hootsuite 2017
Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location and interests)
Because of this information, FB can serve users targeted ads that show them products and services they are likely to buy and events they’d like to attend
GOAL - REACH YOUR TARGET WITHOUT INTERRUPTING THEIR EXPERIENCE
It’s all about the targeting ……
Create custom audiences by including or excluding audiences
But it’s even more than location….
Everyone in this location People who live in this location People recently in this location People traveling in this location
Countries States
Counties Regions
Cities Zip codes
Drop a pin in any location and use a radius!
It’s more than merely education….
Education Level In high school
High school grad In college
Some college College grad, etc.
Field of Study
Schools
Undergrad years
It’s more than just finance…. Income
Net worth
Let’s include Life Events….
Anniversary within 30 days Away from family
New job New Relationship
Newly Engaged: 3 mo., 6 mo., 1 yr. Recently moved
Upcoming birthday
It’s not just Age, it’s generations….
Baby Boomers Generation X Millennials
Let’s separate by politics….
Liberal Very Liberal
Moderate Conservative
Very Conservative Likely to engage in politics
Targeting parents?
New parents Parents with toddlers
Parents with preschoolers Parents with Early School-Age Children
Parents with Teenagers Parents with Adult Children
How about just Moms?
Big City Moms Corporate Moms
Fit Moms Green Moms New Moms
Soccer Moms Stay-at-home Moms
Trendy Moms
And there are a lot more!
Housing Relationships
Work Interests Behaviors
Ethnic Affinity Connections: Facebook page, apps, events
Advertising does not work in a vacuum
Integrated marketing
Campaigns that cross media more likely to have impact
Play well together
i.e. TV campaign improves with FB campaign along side
Provides an additional touchpoint for your message in a more intimate setting
Cost
Facebook generally costs less than other media..perhaps 15-25% of what it would cost to build the same awareness on TV, for example.
You won’t deliver millions of impressions,
but hundreds and thousands.
Ads have to be consistent with your overall brand campaign. Having the same look and feel strengthens the bond.
Three identifiers “Sponsored” tag right underneath the name of the page that is advertising to you. “Like Page” button, in the top right corner, that’s never visible on regular posts.
All Facebook ads have a call-to-action in the bottom right corner
Desktop News Feed Mobile News Feed Desktop Right Column FAN (Facebook Audience Network) – extends beyond FB into other mobile apps Instagram
Ads Manager Everyone should begin here
In Ads Manager, you will be prompted to create an ad This is where you determine your objective Getting people to sign up for an event Increasing likes Sending traffic to a website Converting prospects to buyers Getting followers
Select your target audience Set your budget/dates
Create the ads Facebook will approve the ads
Facebook is not a substitute for traditional advertising, but used correctly, can enhance your community reach and buy-in.
Thank you!
www.pposinc.com
Using The Web To Reach Your Customers
DISCUSSION TIME
Using The Web To Reach Your Customers
THANK YOU For Attending