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)
Presented by: Raul Vielma Director of Digital Solutions 561-820-4722 email@example.com Strategies for an on-demand world
2 Evolution of media consumption Adoption of technology in the U.S. Demographic profile of online users 5 ways to leverage digital right now
Increase in media choices continues to evolve In the beginning there were only a few vehicles to reach consumers Now there are almost too many to count 3
2011 not stopping media expansion… Augmented Reality 2011+ Advertising Social Coupons Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010
U.S. household technology adoption During 2010 85.9 million (73%) of U.S. households have broadband. Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009. 8.3 million Netbooks and mini-PCs were purchased. 5 5 Source: The State Of Consumers and Technology: Benchmark 2010, US
Its not about going online, its about being online!
Nearly 3 out of 4 market adults access the Internet monthly.
Market adults spent on average 10 hours per week online.
Do not access Access the Internet Monthly 74% 6 6 * 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 7 7 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2
Evolution of media consumption – the new “primetime” PalmBeachPost.com Average Weekday Hourly Unique Visitor
Traffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.
This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.
8 8 Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
Online Spending Forecast for West Palm Beach-Ft. Pierce, FL DMA In 2011, $103.87 millionprojected to be spent on online advertising in our market. 9 All projections in $ Millions, Full-year estimates as of Q2 2011 Source: 2011 BORRELL ASSOCIATES INC.
5ways to leverage digital 1. Monitor your site traffic 2. Maximize the Googles of the world 3. View your website as a business partner 4. Use free tools 5. Learn about Mobile & Social media 10
Monitor 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. Using sites like compete.com, you can see how your site is doing compared to your competition. Google Analytics features:
Search Engine Marketing (SEM) The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month. 12 Source: 2010 Scarborough Report, Release 2
The Anatomy of a SERP (Search Engine Results Page) Paid Organic (free) Organic (free) Paid 13
Search Engine Optimization Tips Keep URLs short: No more than 255 characters Make navigation easy: Along the top or top & left Avoid too many clicks: No more than 4 clicks away from homepage Flash: use sparingly (doesn’t show up on mobile device) More info the better: at least 200-250 words of content 14
SEO Audit Tools Xinu Returns – a free web based SEO audit tool Dataopedia – a free web based SEO audit tool – with some competitive data Yellowpipe Viewer – view your site through the eyes of a spider Link Examiner – an application that will crawl your site and find broken links, redirects and more Google Webmaster Tools – provides detailed reports about your pages’ visibility on Google SEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results 15
Ten places to claim your business Google places: http://places.google.com/business Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx Yahoo! Local: http://Listings.local.yahoo.com/basic.php Yelp!: https://biz.yelp.com/claiming FourSquare: http://foursquare.com/business/ Ask: http://www.ask.com/local CitySearch: http://national.citysearch.com/profile/add_business. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback Localeze: http://webapp.localeze.com/extranet/sign-up.aspx Kudzu: https://register.kudzu.com/packageSelect.do 16
A great user experience pays off Visitors who report great user experience are: It has been said that…“Bad home pages (or landing pages) are where good leads go to die” 18 2x 4x as likely to return to your site as likely to report enhanced brand opinion 4x as likely to report higher future likelihood to purchase A great user experience builds trust and rapport even before you ever do business 18 Source: compete.com
Have you met your business partner? Your website is working 24/7 to: Facilitate business transactions Generate leads Encourage prospects Build your brand Losing market share in the digital world quickly translate into “real” market share loss. 19 19
Maximize free tools Free blogs See how you compare Free web analytics Free websites/blogs 20 20
mobile Adoption of mobile devices Who and what of mobile usage 21
Top 5 ways mobile phone users use their phone: Make local and long distance calls (75%) Text (49%) E-mail (19%) News/Traffic (15%) Search (14%) 23 Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2
social What is community? What gets measured gets done 24
What is Social Media? Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising. It’s a community or group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize. 25
Why does social matter? Social is everywhere, everyone is doing it and there is an evolution which is causing a revolution Nearly half of small businesses report having a Facebook page. 26
Key steps for creating a community Chose the platform (Facebook, Twitter, etc.) Define your measurement of success Determine your communication method, video, audio, text… Who is your internal champion? Or are you going to outsource it? Who is going to deal with: Moderating Tone Content Collaboration Cultivation Growth 27
28 Digital Media Services provided by The Palm Beach Post
Social Media Strategy & Management– Engage your audience on Facebook, Twitter and more, with a customized strategy for your business.
SEM– Maximize your reach! Target local customers on top search engines: Google, Yahoo!, AOL, MSN, and more.
SEO – Increase the visibility of your website with the right keywords for your industry, site structure and meta tags that help your site rank higher on search engines.
Web Design & Development – Reach your customers and compete in today’s market with a website that meets your business needs.
Email Marketing – Keep customers coming back with offers, deals and discounts.
Digital Download – Get the latest marketing trends in mobile and digital advertising with this seminar series.
Digital Assessment – the first step to leveraging digital PalmBeachPost.com’s online consultants will analyze your website and offer recommendations to best serve your customer based on the goals and challenges you identify. It all starts with a Digital Assessment: The Digital Assessment will identify ways to: 1. Improve current navigation, information, tools, etc. 2. Optimize SEO/SEM campaigns 3. Enhance lead generation/e-commerce 4. Use analytics and tracking sources to improve ROI of marketing dollars Email firstname.lastname@example.org to sign up! 29