Digital download palms west chamber4 20 2011


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  • How this evolution has changed consumer behaviorControl of the message and how and when it is received has passed from media to the consumerConsumers determine their exposure and are not held captive to unwanted advertising (growth of DVR)Bottom line: Consumers are in controlHow can you as an Advertiser benefit from this change?Seek media vehicles that consumers actively choosei.e. reading a newspaper, visiting a websiteThese are activities consumers “must” choose to participate in, unlike other media such as tv, radio, billboard – that are background.
  • Talking points – Conduct searches on Google, Yahoo!, MSN and AskSearch engines are websites that:Gather information using spiders or web crawlersCompile and organize that informationProvide access through keyword queriesDefine for the audience:Paid listingsOrganic/Free listingsThat some engines also provide yellow page listings (INCOMPLETE)There are two main ways to reach customers who are searching for you on search engines: Search Engine Optimization (SEO) Search Engine Marketing (SEM)
  • Digital download palms west chamber4 20 2011

    1. 1. Presented by:<br />Raul Vielma<br />561-820-4277<br /><br />Understanding Digital Trends in Media and Leveraging Them to Improve Your Marketing Efforts<br />John Garcia<br />561-820-4296<br /><br />April 20, 2011<br /><br />
    2. 2. What you can expect<br />Understand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment.<br />The evolution of media consumption<br />How to leverage free tools for better measurement and effectiveness<br />The ins and outs of search<br />Ways to get your business a better position in search results<br />Basic analytics to understand your business/industry, traffic terminology/sources<br />Website review<br />Strategies to increase traffic to your site<br />Online display advertising working for you<br />Metrics for success <br />2<br />2<br />
    3. 3. Increase in media choices continues to evolve<br />In the beginning there was only one vehicle to reach consumers<br />Now there are almost too many to count<br />3<br />3<br />
    4. 4. 2011 not stopping media expansion…<br />Augmented Reality<br />2011+<br />Advertising<br />Social Coupons<br />Mass adoption of QR codes<br />4<br />Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010 <br />
    5. 5. U.S. household technology adoption<br />During 2010<br />85.9 million (73%) of U.S. households have broadband.<br />6.6 million consumers were forecasted to purchase e-readers. <br />8.3 million Netbooks and mini-PCs were purchased.<br />Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009.<br />5<br />5<br />Source: The State Of Consumers and Technology: Benchmark 2010, US<br />
    6. 6. Power of the Internet<br />The Internet has revolutionized how consumers search, research, compare and purchase goods and services.<br />The Internet has increased from 10% reach (1986)1to over 74%2 in 2010.<br />Users spend an average of almost 14 hours a week online2. <br />6<br />6<br />Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006<br />2The State Of Consumers and Technology: Benchmark 2010, US<br />
    7. 7. The New Shopping Paradigm<br />80%<br />of consumers have used the Web for researching information about products and services1<br />yet only…<br />8%<br />of retail sales occur online2<br />7<br />7<br />Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015<br />
    8. 8. Its not about going online, its about being online!<br /><ul><li> Nearly 3 out of 4 market adults access the Internet monthly.
    9. 9. Market adults spent on average 10 hours per week online.
    10. 10. 70% have broadband connections (DSL or Cable).</li></ul>Do not access<br />Access the Internet Monthly 74%<br />8<br />8<br />* DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties<br />** 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. <br />Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000<br />Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2<br />
    11. 11. Who’s online? <br />47% of online adults are between 18 and 44<br />Nearly 2 out of 3 are college educated<br />Nearly half (49%) have household incomes of $75,000 or more<br />62% are employed<br />9<br />9<br />Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000<br />Source: 2010 Scarborough Report, Release 2<br />
    12. 12. 6 in 10 of local adults* are buying online<br />What those 60% (895,200 adults) bought online (past 12 months)<br />10<br />*West Palm Beach-Ft. Pierce, FL DMA: 1,500,000<br />Source: 2010 Scarborough Report, Release 2<br />
    13. 13. Evolution of media consumption – the new “primetime”<br /> Average Weekday Hourly Unique Visitor<br /><ul><li>Traffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.
    14. 14. This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.</li></ul>11<br />11<br />Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011<br />
    15. 15. 12<br />The internet, a world wide phenomenon<br />
    16. 16. 13<br />What is your current status?<br /><ul><li>Are you monitoring traffic and managing your website?
    17. 17. Are you using any free online tools (Compete, Google Analytics…)?
    18. 18. Do you leverage Search/Social media/Mobile?
    19. 19. Are you embracing new technologies ?</li></ul> QR codes <br /> Online marketing tools<br />
    20. 20. always improving<br />14<br />The Post continuously monitors its website to make it more user friendly to visitors and advertisers.<br />About 12 re-designs since its launch.<br />
    21. 21. Maximize free tools<br />Free blogs<br />See how you compare<br />Free web analytics<br />Free websites/blogs<br />15<br />15<br />
    22. 22. Mobile Barcodes/QR codes<br /><ul><li> QR code: “quick response code”
    23. 23. A two-dimensional barcode that holds alphanumeric characters, i.e. URLs, contact info, calendar data
    24. 24. Accessible on all major smartphones
    25. 25. Explosive growth: mobile barcode grew 1600% in 2010
    26. 26. Sometimes proprietary, sometimes open/free</li></ul>Sources: ScanLifeMobile Bardcode Trend Report, Jan. 2011<br /> QR code<br />DataMatrix barcode<br />Microsoft Tag<br />16<br />
    27. 27. search<br />Why <br />Anatomy<br />Claim your business<br />Measure traffic<br />17<br />17<br />
    28. 28. Search Engine Marketing (SEM)<br />The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month.<br />18<br />Source: 2010 Scarborough Report, Release 2<br />
    29. 29. The Anatomy of a SERP (Search Engine Results Page)<br />Pay Per Click = SEM<br />Google Maps<br />Organic = SEO<br />Pay Per Click = SEM<br />19<br />
    30. 30. Ten places to claim your business<br />Google places:<br />Bing Local:<br />Yahoo! Local:<br />Yelp!:<br />FourSquare:<br />Ask:<br />CitySearch:<br /> (Improve Your Listing):<br />Localeze:<br />Kudzu:<br />20<br />
    31. 31. Google Analytics<br />21<br />Features:<br /><ul><li> Advertising ROI
    32. 32. Visualize Data
    33. 33. Customize reporting
    34. 34. Multimedia Tracking</li></ul>21<br />
    35. 35. SEO Tips<br />Keep URLs short: No more than 255 characters<br />Make navigation easy: Along the top or top & left<br />Avoid too many clicks: No more than 4 clicks away from homepage<br />Flash: use sparingly (doesn’t show up on mobile device)<br />More info the better: at least 200-250 words of content<br />22<br />
    36. 36. SEO Audit Tools<br />Xinu Returns – a free web based SEO audit tool<br />Dataopedia – a free web based SEO audit tool – with some competitive data<br />Yellowpipe Viewer – view your site through the eyes of a spider<br />Link Examiner – an application that will crawl your site and find broken links, redirects and more<br />Google Webmaster Tools – provides detailed reports about your pages’ visibility on Google<br />SEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results<br />23<br />
    37. 37. Traffic Metrics <br />24<br />24<br />
    38. 38. Traffic Sources<br />25<br />25<br />
    39. 39. Look at your competition<br />Using sites like, you can see how your site is doing compared to your competition.<br />26<br /> Source:<br />
    40. 40. website<br />Why<br />Your business partner<br />Questions to ask<br />Strategies to enhance<br />27<br />
    41. 41. A great user experience pays off<br />Visitors who report great user experience are:<br />It has been said that…“Bad home pages (or landing pages) are where <br />good leads go to die” <br />28<br />2x<br />4x<br />as likely to return to your site<br />as likely to report enhanced brand opinion<br />4x<br />as likely to report higher future likelihood to purchase <br />A great user experience builds trust and rapport even before you ever do business<br />28<br /> Source:<br />
    42. 42. Have you met your business partner?<br />Your website is working 24/7 to:<br />Facilitate business transactions<br />Generate leads<br />Encourage prospects<br />Build your brand<br />Losing market share in the digital world quickly translate into “real” market share loss.<br />29<br />29<br />
    43. 43. Asking the fundamental questions<br />1.<br />What is this website offering?<br />2.<br />How does this site satisfy my needs?<br />Search/Research<br />Shop/Compare<br />Support<br />3.<br />Now what?<br />What do I do<br />Where do I go<br />What do I read<br />30<br />30<br />
    44. 44. Strategies to differentiate yourself<br />generate leads and grow your audience<br />Web Assessment<br />Newsletters<br />Account / Log-in / Personalization!<br />Online only specials / coupons (ex. sephora, chuck-e-cheese)<br />Download brochure (IKEA)<br />Special invitations, VIP offers<br />Referral programs<br />Social networking (facebook, twitter)<br />Interactive location map/store locator<br />Give them a reason to give you their contact information.<br />31<br />31<br />
    45. 45. Benefits of Online Advertising<br /><ul><li>Guaranteed delivery – rates are based on how often your ad is seen
    46. 46. Brings users within ONE click of your website and information
    47. 47. Expands your audience reach
    48. 48. Measureable, trackable and beyond the click benefits
    49. 49. Flexible, dynamic and efficient
    50. 50. Branding Opportunities</li></ul>32<br />32<br />
    51. 51. My ad was delivered, now what?<br />Four things can happen once an ad is delivered<br />Ignored<br />Clicked on<br />Interacted with<br />Remembered<br />Make message/creative impactful<br />Make sure <br />where they land is effective<br />Make the <br />experience<br /> informative<br />Key word is view-through<br />33<br />
    52. 52. Metrics for success<br />Key indicators for ad effectiveness<br />34<br />
    53. 53. 35<br />search<br />SOCIAL<br />Google Maps<br />Organic = SEO<br />mobile<br />Display<br />Collaborative Marketing<br />