Understanding digital trends
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Understanding digital trends

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How online marketing tools have changed the game for local business.

How online marketing tools have changed the game for local business.

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    Understanding digital trends Understanding digital trends Presentation Transcript

    • Understanding Digital Trends & Changes in Media ConsumptionPresented by:Raul Vielma561-820-4277rvielma@pbpost.comApril 1, 2011RealSolutions.PalmBeachPost.com
    • What you can expect to get out of this workshop Understand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment. ▀ Learn trends and changes in the digital market place ▀ The evolution of media consumption ▀ How to leverage free tools for better measurement and effectiveness ▀ Improve your search results 2 2
    • Increase in media choices continues to evolve In the beginning there was only Now there are almost too many to count one vehicle to reach consumers 3 3
    • 2011 not stopping media expansion… Mass adoption of smart phones in the U.S. 70.4 million in 20101 Mobile as an Increase in socialuse and time spent ad platform Augmented RealityNearly 154 millionUVs on Facebook Dec. 20103 Widgets and Apps Average number of apps downloaded to a smart phone 271 Social Coupons Tweeter and social media Boom in tabletas ad vehicles market 15.5 million units sold forecasted in 20112 Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010
    • U.S. household technology adoption During 2010 85.9 million (73%) of U.S. households have broadband. 6.6 million consumers were forecasted to purchase e-readers. 8.3 million Netbooks and mini-PCs were purchased. Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009. 5 5 Source: The State Of Consumers and Technology: Benchmark 2010, US
    • Power of the Internet▀ The Internet has revolutionized how consumers search, research, compare and purchase goods and services.▀ The Internet has increased from 10% reach (1986)1 to over 74%2 in 2010.▀ Users spend an average of almost 14 hours a week online2. 6 6 Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006 2The State Of Consumers and Technology: Benchmark 2010, US
    • The New Shopping Paradigm 80% of consumers have used the Web for researching information about products and services1 yet only… 8% of retail sales occur online2 7 7 Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
    • Its not about going online, its about being online!  Nearly 3 out of 4 market adults access the Internet monthly. Do not access  Market adults spent on average 10 hours per week online. Access the Internet Monthly 74%  70% have broadband connections (DSL or Cable). 8 8 * DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties ** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average. Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000 Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
    • Who’s online?47% of online adults are between 18 and 44 Nearly 2 out of 3 are college educated Nearly half (49%) have household incomes of $75,000 or more 62% are employed 9 9 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
    • Lets look at who is online and what they do ▀ Are your customers online? ▀ What are they purchasing? ▀ What are they using to go online? 10
    • 6 in 10 of local adults* are buying online What those 60% (895,200 adults) bought online (past 12 months) Purchased online Percentage Airline tickets 52% Clothing or accessories 42% Books 38% Other travel reservations (hotels, auto 30% rental, etc.) Computer hardware/software 18% Health and beauty items 14% Office supplies 13% Movie tickets 13% Flowers 12% Music files (iTunes, Napster, etc.) 12% 11 *West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
    • Total local market adults advertising sources Types of advertising usually Most useful media source when read, listen to or view looking for product/service info Media Source Percentage Media Source Percentage Television 62% Newspapers 36% Newspapers 54% Internet 23% Mail 37% Television 8% Internet/online 36% Weekly/shoppers 8% Magazines 34% Mail 2% Weekly/shoppers 34% Magazines 1% Radio 30% Radio 1% Yellow Pages 11% Outdoor billboards 0% 12 West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
    • A day with technology Morning Morning on During Evening on Evening at home way to work At work lunch time the way home at homeCheck news, Satellite radio, Search online, Check personal Get trafficTraffic & weather Local stations Visit newspaper e-mail, Texts updates & Watch/read site, online portal, and places to dinner ideas evening news, Online shopping eat personal email, pay online bills, Online videos, shopping Yankelovich Marketing estimates that a city dweller is exposed to an average of 5,000 ad messages per day. 13
    • Evolution of media consumption – the new “primetime” PalmBeachPost.com Average Weekday Hourly Unique Visitor 14,000 Traffic on the 13,000 Internet is the 12,000 heaviest Monday 11,000 through Friday 10,000 between the 9,000 hours of 8 AM to 8,000 4 PM. 7,000 6,000 This has created 5,000 the new 4,000 “primetime” for 3,000 reaching 2,000 consumers when 1,000 exposure to other 0 types of media is 12 PM 11 PM 10 PM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 8 AM 9 AM 7 AM 12 AM 11 AM 10 AM 2 PM 3 PM 5 PM 6 PM 8 PM 9 PM 1 PM 4 PM 7 PM at its lowest. 14 14 Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
    • The internet, a world wide phenomenon 15
    • What is your current status?  Are you monitoring traffic and managing your website?  Are you using any free online tools (Compete, Google Analytics…)?  Do you leverage Search/Social media/Mobile?  Are you embracing new technologies ? QR codes Online marketing tools 16
    • PalmBeachPost.com always improving The Post continuously monitors its website to make it more user friendly to visitors and advertisers. About 12 re-designs since its launch. 17
    • 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 within a given period of time. Visit: Number of times someone interacted with your website. 18 18
    • Maximize free tools 19 19
    • Search93% of online adults in our market searched on Google, Yahoo or ASK (past 30 days). Paid Organic (free) Organic (free) Paid 20 20 2010 Scarborough Report, R2 & 2010 Palm Beach Post Custom Scarborough Study, R2
    • Ten places to claim your business 1. Google places: http://places.google.com/business 2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx 3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php 4. Yelp!: https://biz.yelp.com/claiming 5. FourSquare: http://foursquare.com/business/ 6. Ask: http://www.ask.com/local 7. CitySearch: http://national.citysearch.com/profile/add_business. 8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback 9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx 10. Kudzu: https://register.kudzu.com/packageSelect.do 21
    • Online marketing tools overview Google Maps Organic = SEO 22
    • QR codes (Quick Response) QR codes allows mobile phone with cameras to read the code and input a tag or take you to a specific site. 23
    • Mobile Barcodes/QR codes  QR code: “quick response code”  A two-dimensional barcode that holds alphanumeric characters, i.e. URLs, contact info, calendar data  Accessible on all major smartphones Bit.ly QR code  Explosive growth: mobile barcode grew 1600% in 2010  Sometimes proprietary, sometimes open/free Sources: ScanLife Mobile Bardcode Trend Report, Jan. 2011 DataMatrix barcode Microsoft Tag 24
    • Download Complete▀ Media has become a very crowded place & the adoption of technology has rapidly increased▀ Evolution of media consumption: people have many choices▀ Measure your website! Know online terminology▀ Improve your results by leveraging your online tools▀ Online Advertising – display, behavioral targeting and search mobile and more… 25
    • Homework▀ Look at your website and determine what you like and dislike▀ Search for your product/service online – where do they show up in Google, Yahoo, Bing and Ask?▀ Look at your site’s metrics (page views, unique visitors)▀ Look at your competitors’ websites metrics with Compete.com▀ Sign up for news and information about your line of business with Google Alerts 26
    • Digital SWOT AnalysisName DateStrengths WeaknessesOpportunities Threats
    • Next Time - Friday, April 8 Maximize, Measure and Make Digital Work for You ▀ More on Google analytics and Compete.com ▀ Dig into Search Scan to download ▀ Key web analytics you need to know ▀ Website analytics and best practices ▀ Online advertising and best practices QUESTIONS? To download presentation go to: bit.ly/DDseries1 28
    • What’s next from The Palm Beach Post Understand and capitalize on consumer buying habits SAVE THE DATE Date: Tuesday, May 17th Time: 8:30am – 12 pm Venue: Palm Beach Photographic Centre 29